capstone presentaion 2
TRANSCRIPT
Influence of a Social Marketing
Campaign on Youth: An Empirical
Study on University Students
Presented By:
Harnoor Kaur Sandhu(11403268)
Harsh Gupta(11405751)
Ankur Maheshwari(11412613)
Guided by :
Mr. Faizal
(Asst Professor)
Group number:
MGTRC0071
Aim
• Aim of doing this project is to see how Government led Social Marketing
Campaigns are influencing the Youth.
• Campaign chosen in the study is Digital India (selected by a pilot study).
Introduction
• What is Social Marketing?
Social marketing is an approach used to develop activities aimed at
changing or maintaining the people’s behaviour for the benefit of
individuals and society as a whole.
• It is a tool recommended for the sustainable and cost effective way
of advertising.
Social Marketing Principles
• Promoting behaviour that will benefit the society as well as the individual.
• Audience orientation which involves understanding what is wanted by the
people and why they take the actions
• Identify the barriers to change that will lead the desired effect that the
social campaign aims at.
• To reduce the barriers that we found and make the campaign more
attractive to the consumer.
• To pre-test the ideas on small number of people and see the plan then
evaluate and formulate a bigger plan to launch action.
Digital India• Started on 1 July 2015 by Prime Minister Narendra Modi.
• Digital India – A program to transform India into digitally empowered
society and knowledge economy.
• Three core components:
1. The creation of digital infrastructure
2. Delivering services digitally
3. Digital literacy
• Envisaged by Department of Electronics and Information Technology
(DeitY) and will impact ministry of communications & IT, ministry of
rural development, ministry of human resource development, ministry
of health and others.
Scope of Study
• The scope of this study relates various marketing activities done to promote
the campaigns that are run by central government for the betterment of the
society especially the youth.
• We have conducted a pilot study in Lovely Professional University which
gave us a result that most of youth are aware of Digital India campaign, we
have selected it to continue our further research.
• Also our study tries to evaluate the levels of awareness and the extent of
influence the social marketing campaign Digital India has on the youth and
it gives a chance for further studies that can be done in the same field.
Literature Review
• George (2015) – study- “Ethical Challenges of Social Marketing” not
faced by commercial marketing, social marketing are seriously concerned
about social problems. improve the welfare of the people they work with -
the society.
• The ethical issues which social marketing faces like the end of social
marketing, marketing versus moral rationale, individual versus whole
relation, an indirect asymmetric relationship, and privatization.
• The more social marketing attempts to address these ethical challenges, the
more its nature as a form of social activism becomes apparent.
• John et.al (2015) - evidences for the positive effect of a paid
advertising campaign on youthful drinking and driving through
“Evaluating an Anti-Drinking and Driving Advertising Campaign
with a Sample Survey and Time Series Intervention Analysis”.
• The sample survey was of 18 to 24 years old - claiming to drink and
drive after four drinks decreased at the campaign site and increased
at the control site. Even, the number of monthly fatal and
incapacitating accidents decreased.
• The no intervention effect these non-significant intervention effects
may be due to decreases in statistical power caused by fewer
observations in these two series.
• Josselyn & Lori (2003) suggests in his study “Changing
Youth Behaviour through Social Marketing”, to achieve
change in behaviour, you need to reach target audience
repeatedly and it should be done through mix of channels like
television, radio, print materials, and peer education.
• They both created and implemented youth-oriented programs
to prevent unplanned pregnancies and sexually transmitted
infections, including HIV/AIDS, among 15-to-24-year-olds in
some countries of Africa.
RESEARCH GAP
• After going through the various literature reviews we found that there are very few studies
being undertaken regarding social marketing campaigns.
• From Indian context the studies undertaken related to social marketing campaign is even
lesser.
• This potential research gap will help us to understand and analyze how people of Punjab
perceive social marketing campaign and what impact social marketing leaves on their
mind.
OBJECTIVES
• To study the awareness level of the services of services under Digital India Campaign.
• To study the influence of Digital India Campaign services among youth.
Research Methodology
• Type of Research :This study is Descriptive in nature.
• Sample Size : 203 respondents out of 225
• Sampling Technique
Non-random sampling: Convenience sampling(samples of students
having knowledge of Digital India)
• Sample Area – Lovely Professional University.
• Sampling Unit - 18-35 years students
• Statistical Tools – Descriptive Statistics.
• Data Collection – Primary and Secondary data.
• Data Collection Instrument – Structured Questionnaire (5 point Likert Scale)
Results of Pilot Study
• From the pilot study we conducted for the purpose of selecting the
campaign to conduct our research on we found out that most of the
respondents were aware of the Digital India campaign.
• 24 out of 33 respondents selected Digital India as the 1st campaigns
they know about; rest chose Swachh Bharat and Incredible India.
• The awareness level was also relatively high for the Digital India
campaign.
Findings of The Study• After doing the research project the mean of all 9 variables on Awareness scale and 7
variables on the influence scale, the highest mean is of E-education service on awareness
scale and updated on DIC, Society Better and Beneficial on the influence scale.
• The services of E-governance and Public internet access are somewhat known to the
respondents.
• Followed by the services of Digital locker and E-sign and Broadband highways also are
somewhat known to the respondents.
• The services such as E-health under the Digital India Campaign are not that well known
rather the respondents are slightly aware of them.
• The other services such as E-kranti and Electronics manufacturing having are also not well
known and respondent claim that they are slightly aware of these.
• Overall, we can say that the awareness of the services under the Digital India Campaign is
low and needs to be worked on.
• The influence level was analyzed and it was found that on the parameters of
the respondents feeling they are updated on Digital India Campaign services,
them feeling this campaign will make society a better place and will be
beneficial the mean indicated that there is disagreement among the respondents
related to these factors which is was recorded as the highest.
• The other factors feeling that their life becomes easier by using services and
easy access of services indicated that the respondents still disagree with the
influence that this campaign services have.
• The respondents disagree with the influence factors of being satisfied and
recommending to others to use these services.
• The overall finding of this influence factors shows that the Digital India
Campaign has not been able to influence the respondents mind as the campaign
aims to.
Limitations of the Study
• The scope of study is limited to only Lovely Professional University. Hence
the findings cannot be generalized to the youth all over.
• Other limitation is that the data collection was only of 203 respondents which
is not even half of the youth that studies in the area of study. Research on
large scale can be done in this field.
• Only two factors such as awareness and influence were studied but the scope
is huge in this field to study.
• Only one campaign that is Digital India Campaign was taken for the study but
other campaigns that are running successfully and are well known can also be
studied
Recommendations
• The youth can be targeted at a greater platform regarding the social campaigns
using the social networking sites such as Facebook, pin interest, YouTube, LinkedIn
etc.
• The services should be digitally made available at nearby place of visits to increase
the awareness and usage.
• Target should be increased from youth to teens as well as they would be the ones in
the future to be using the services.
• The campaigns should be promoted aggressively on television, radio and Digital
medium where the youth is largely present.
• The Campaigns should have youth icons as brand ambassadors who would
contribute in influencing and spreading awareness for the campaign.
Conclusion
• This research project aims at studying two main objectives of Awareness level of Digital
India Campaign services and influence of Digital India Campaign services on the youth.
• Since only one or two of the services under Digital India Campaign have been able to
create awareness this directly impacts the campaign as the services are an integral part of
this campaign without which the campaign can never be successful and the vision would
never be complete.
• There is hardly any percentage of respondents who seem to think the Digital India
Campaign might be beneficial or make the society better but the majority of the
respondents feel that the campaign has no influence on them. It would be better if steps
are taken to increase the influence of Digital India Campaign as the campaign has a
potential
Thank You