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