interview no.1

INTERVIEW NO. 01 (05.05.14)

Archival #: 1Site: GIFT University Gujranwala (Ghakhar)Interviewers: Sunbal iqbal (SI)Interviewee: kashif Majeed (KM)Interviewee Status: Social media userDemographics: Student, IRP marketing manager, Male, MBA, Unmarried, Exp-2yearsInterview Time: 55 mintsDate of data collection: 5-5-2014Data collection method: Semi-structured interviewLanguage of Data: Urdu/EnglishTranscriber: Sunbal iqbalTranslator (from Urdu to English): Sunbal iqbalTypist: Sunbal iqbalDate of computer data entry: 07.05.2014Computer File name: Interview No. 1

SI: AOA!KM: w.slamSI:How are you sir?KM: Allah KA karam thk what about you?SI:AlhamdullAllah! Me fine.Thanx alot sir for the time you gona give me.The purpose of the meeting is to conduct the interview on our resaerch topic to get the insde of the topic i.e. social media and the role of social media in postioning of the brand in the mind of the social media user. It all about the social media marketing tactics.KM: ahan! Fine , you can ask i’ll try to give you maximum insight.SI: From how many years you use social media?KM: I use social media from 5 years for personal use and for business or professional purpose I use media from 2 years.SI: Which type of social media mostly you would like to use?

KM: I use facebook , twitter and linkdin.

SI:assign percentage of time spend on each type of social media.

KM: 60% facebook , 30% twitter and remaining to linkdin

SI: How many hours you spend on social media in a whole day?

KM: It depends on routine and free time. On average I spend approximately 4-5hours on

social media.

SI: Your activities on social media?

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KM: Mainly I use social media to manage the page of IRP and post the latest news

regarding the organization and also to reply all the comments on the page and to stay up

to date with the target audience of the page.

SI: if you do not reply to the comment on time, what is the result of that?

KM: If the reply of the comment is late it creates negative image in the mind of the user

and user of the page is somehow the consumer and the beneficiary of our services

SI: sir can you explain the working of your organization on social media and how can this

help out you to get the desired response?

KM: IRP is research organization which gives the resources to the researcher and

promotes the research in different topics and also motivate the researcher by appreciating

their work on social media pages and by inviting them for the workshops and seminars.

I manage the two pages for IRP on facebook. 1st is the official page of the IRP to give the

insight of the work of the IRP and it also provides the path and direction to the

researchers and interested individuals as well as to the organization to get the desired

information related to the desired topic. 2nd is the summit innovation page , summit

innovation is the annual event which is held by the IRP the main focus of this event is the

commercialization of the creative idea. If the person has a unique and workable idea then

he can contact to the IRP through innovation summit and IRP help the person to convert

the idea into reality. The page of summit gives the plat form to the industry and

individual to interact with each other it plays the role of intermediary.

SI: what is the main motive behind to use social media?

KM: the mainly now I use the social media for the professional reason to do my job. Its

my job to use social media as much as I can. Before job I use social media for the typical

reasons that are to connect with friend , chit chat with family , share pictures , to show

myself to friends what am doing and what I am , entertainment and time pass is also one

of the reason to use the social media in past.

SI: sir please can you tell me how can you get the benefit from the use of social media

related to your motive.

KM: when I use social media for entertainment purpose I search and find out new movie

updates, Hollywood news, celebrity related information, musical tracks, upcoming singer,

soap and serial related information, and I found all the information on the social media.

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SI: sir you talked about the change of the reason to use social media over time, can you

tell me why this change happens and how can you realize the need of change on social

media?

KM: yes, I change my social media surfing over time due to maturity level , age factor ,

exposure to the world and the main reason is the user status , initially I was social media

as an student now I use social media for my professional reason. This status change is the

main reason to change the social media surfing.

SI: can you find other brands on social media?

KM: I found many brands on social media which trying to change the customer mind set

being the purchaser of the specified brands.

SI: how the trends change from traditional marketing to the social media marketing?

KM: the user exposure and access to the internet evolve the concept of the social media

marketing. Almost every boy and girl have the FB account furthermore he/she uses the

Google and YouTube to satisfy their personal needs. Social media is the cheap marketing

tactics to get the more desired result. It gives the huge audience to the brand

communication which converts the customers to the potential and current user of the

brand.

SI: how can one create the customer base for future on social media?

KM: social media is a source of information related to many product related brands and

as well as for the services brands. When the social media provide the information related

to the brand insight it take the part in the sub conscious of the consumer minds which

results in the choice consideration of the consumer in consumer buying process.

SI: Motive to use social media reflects the personality traits of the user?

KM: yes! User profile and his/her surfing on the internet show the personality of the user

what he want, what type of material and goods effect, how to attract that particular

personality. All this information can obtain from the social media which is further use to

create the brand image in the mind of the consumers.

SI: Have you any experience with a specific brand that you see and hear on social media

and you use it?

KM: yes , I have many experience related to brand on social media , first of all IRP is one

of the brand and 2ndly I have experience related to shopping goods on social media i.e.

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clothes etc, I buy online clothes from many brands and I found the desired result and I

am satisfy from the brand

SI: On social media you can’t touch the brand but you can just see it and heard it. So

which thing makes your purchases intentions towards a brand?

KM: yes I am agree on this we cannot touch and measure the quality of the product

which is market on social media but we can judge the quality by the views of the

consumer related to the particular article and brand we also measure the quality by the

likes and comments of the products on the social media

SI: while purchasing something for yourself you compare the brand personality with your

own personality?

KM: in this modern world and also the era of information technology everybody wants

that brand or product which satisfy the users intrinsic needs and the consumer is now

have the access to the many brands and also have the enough information related to the

brand personality and in the society user want to show his/her intrinsic personality

through the brands and the products he carry on his body. So for this reason every

knowledgeable consumer want that products and brands which have the same personality

as the person himself have.

SI: Brand positioning on the bases of reasons of users to use social media is an effective

tool? What is your export opinion as a social media marketing manager?

KM: positioning is the image of the brand in the mind of the consumer and as I talked

before now in the era of information technology every consumer has the access and

exposure to the information related to the brand and every knowledgeable consumer want

that product which have the same personality traits as he has. The brand personality is

reflect through the brand positioning and it should be according to the target market and

social media is one of the place which give the insight of the personality traits of the

users through the profile information and the wall posts of the user we can judge the

personality of the user and on the basis of this information we can position our brands

according to the personality traits of the target audience on the social media.

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Archival #: 1Site: Khan Garments SialkotInterviewers: Sunbal iqbal (SI)Interviewee: Irfan khan (IK)Interviewee Status: social media market manager and the owner of franchise of polka dotDemographics: professional, owner of frunchise, Male, MBA, married, Exp-10yearsInterview Time: 60 mintsDate of data collection: 06-5-2014Data collection method: Semi-structured interviewLanguage of Data: Urdu/EnglishTranscriber: Sunbal iqbalTranslator (from Urdu to English): Sunbal iqbalTypist: Sunbal iqbalDate of computer data entry:07.05.14Computer File name: Interview No. 2

SI: AOA!IK: w.slamSI:How are you sir?IK: Allah KA karam em fine what about you?SI:AlhamdullAllah! Me fine.Sir what type of business you have done?IK: my business is related to the garments. I have two divison 1 is for children both male and female and one is for only female adults , in which i have kurtaz , jeans , plazoo , tops , sweater , bags , shoes and scarf. You can said female apperals.SI: ahan gud great !Thanx alot sir for the time you gona spen with me.The purpose of the meeting is to conduct the interview on our resaerch topic to get the insde of the topic i.e. social media and the role of social media in postioning of the brand in the mind of the social media user. It all about the social media marketing tactics.IK: ahan! Fine , you can ask i’ll try to give you maximum insight from my personal and professional experience.SI: we will start from the basic questions i.e. From how many years you use social media?IK: I use social media from last 7 years for both personal and professional useSI: Which social media mostly you would like to use?

IK: I mostly use Facebook , youtube and google.

SI: your user status

IK: I am the regular user of the social media because I have to connect with my customer

because we also dealing with online business model. For that purpose I have to online on

Facebook regularly.

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SI: How many hours you spend on social media in a whole day?

IK: I connect with my page whole day and till the time I awake. I login my account in

my smart phone and 24/7 wifi and GPRS is connected which help me to in touch with my

target market for my business. I have to reply all comments as soon as possible to save

my business from negative word of mouth.

SI: if you do not reply to the comment on time, what is the result of that?

IK: If the reply of the comment is late it creates negative image in the mind of the user

and user of the page is somehow the consumer and the beneficiary of our products and he

or she feel the insult and the inner self of the consumer dissatisfied by the brand.

SI: what is the main reason behind to use social media?

IK: the main reason to use the social media is my business, I am the sole owner of my

business and I have to take care of all my activities and you better now the trend shifts

toward the online shopping specially for appeals people prefer to buy online due to save

the transportation cost, time and the main reason for the shift of the trend is the convince

customer prefer convince while buying any product.

SI: Companies shifted to social media rather the traditional media for create awareness of

their brands. What is your expert point of view regarding this?

IK: traditional media has its own advantages and social media has its own advantages we

cannot say that the traditional media is absolutely absolute from the market instead we

can say that one of the ways to market our brands and products is added in the market and

that is social media. Now the reason of shift is due to the availability of the user base for

a short effort you can reach thousands of the people at the same time and at the cheap

rate. The cost is low and benefit is high. One of the advantages of social media is that

cohesiveness of the message, we can have the same message for a large number of people

and in this we communicate the same message at same time to large population.

SI: If your motive to use social media increase over the time give reasons why it will

increase?

IK: yes I change my reason to use social media over time it is because now I am business

owner and I have to think and behave like a professional and I have to show my

personality according to the requirement of my profession. Now I use social media to

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expand my business, to build the awareness regarding to the offers I have at my store and

also build the image of my garments in the mind of the customers.

SI: customer matches the brand personality with your own personality while purchasing a

product or brand?

IK: yes, now customer is more conscious about their intrinsic satisfaction, they try to

maximize their intrinsic satisfaction even they pay more for that type of satisfaction. So

we can say the brand personality is much more important now days to attract the

customer so we have to reflect the brand personality which matches the personality of our

target market.

SI: On social media you can’t touch the brand but you can just see it and heard it. So

which thing makes your customer to purchase your brand? How can you give confidence

to the customer you providing the quality product and you are better than your

competitor?

IK: yes you right is very difficult for the consumer to judge the quality of the products

which offer on social media similarly it is much difficult for the owner to communicate

about the brands on the social media to give the confidence to the customer about the

product quality is much difficult task but we overcome this problem we have a physical

shop on which customer can visit and ask the query about the product quality a sales

representative there to guide the customer furthermore we give the detailed instruction

about the product which displayed on the social media , we tell the measurement of the

size , material used and other important instructions related to the product , we can also

have a cell number mentioned over every product , customer can call us and we answer

all the queries of the customer and try to satisfy customer both emotionally and

rationally. After sale we have a system of feedback we give the customer our facebook

link and ask customer to send your feedback on the wall post through this we give the

confidence to other user that we have a quality product which satisfy the customer needs

and communicate a message that you can satisfy your need as the other satisfying.

SI: Brand positioning on the bases of reasons of users to use social media is an effective

tool? What is your export opinion as a social media marketing manager?

KM: positioning is the image of the brand in the mind of the consumer and as I talked

before now in the era of information technology every consumer has the access and

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exposure to the information related to the brand and every knowledgeable consumer want

that product which have the same personality traits as he has. The brand personality is

reflect through the brand positioning and it should be according to the target market and

social media is one of the place which give the insight of the personality traits of the

users through the profile information and the wall posts of the user we can judge the

personality of the user and on the basis of this information we can position or brands

according to the personality traits of the target audience on the social media.

SI: Value equity is a sensitive matter for a brand on social media. What is your expert

opinion about it?

IK: It’s not sensitive only on social media. It’s also sensitive on traditional media. The

price is main determine of value equity. IF brands offer reasonable rates with charging of

internet services people obviously buy it on social media without wasting their time to go

market and buy it. I am also a price conscious person, if one thing is give me on cheap

rates I never deny to buy it and even buy it over the time

SI: thanks a lot sir for your time , it’s a lot to me your contribution is worthy for us , on

behalf of my group I thanks to you , you give us time and a lot of information , this

information will defiantly help us to complete our assignment more effectively.

IK: no its okay, it’s my moral obligation to contribute in the academia being an industry

person, this interview remind me my old university days. Thanks to you also.

Allah hafiz! And best of luck for your assignment

SI: thank you sir!

Allah Hafiz!

Take care!

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INTERVIEW NO. 03 ( 09 .05.14)

Archival #: 3Site: GIFT University Gujranwala (Setlatown)Interviewers: Ayesha Ramzan (AR)Interviewee: Shaihd Kumar (SK)Interviewee Status: Social media userDemographics: Librarian, Male, MA, Married, Exp-2yearsInterview Time: 50 mintsDate of data collection: 9-5-2014Data collection method: Semi-structured interviewLanguage of Data: Urdu/EnglishTranscriber: Ayesha RamzanTranslator (from Urdu to English): Ayesha RamzanTypist: Ayesha RamzanDate of computer data entry: 10.05.2014Computer File name: Interview No. 3

AR: AOA!SK: w.slamAR:How are you sir?SK: i am fine what about you?AR:AlhamdullAllah! Me fine.Thanks for give me you valuable time.As i told you i need your experts opinin abot my reasrech topic. Basically i will talke to you the role of social media for pormoting a brand while using triditional media.SK: ok, fine i am ready to discusss this intresting topic.AR: From how many years you use social media?

SK: used from four to five years.

AR: Which social media mostly you would like to use?

SK: Facebook, Twitter and linkdon.

AR: How many hours you spend on social media in a whole day?

SK: one to half hour.

AR: what is the main motive behind to use social media?

SK: I would like to use social media for every purpose. Now life totally shifted on social

media. So every aspect of my life connected with social media. I used it for information.

When I want to enjoy with my friends and want to communicate with them I use it. I also

use it for entertainment purpose where I search out music and movies and my favor

dramas that I can’t see on tv channels at a right time. The important purpose behind to

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use social media is that the way of share of resources. I don’t like to read news papers

daily but I have every information about the world through social media.

AR: Companies shifted to social media rather the traditional media for create awareness

of their brands. What is your expert point of view regarding this?

SK: Social media is use by every person almost in this world now days. The trend to use

social media increase day by day in this world. So companies take advantage of the

attention of heavy users towards their favors. Every company wants to gain more with

less cost. So now a day social media consider as a cheap way to publicize the company’s

brands.

AR: You like those brands or you give value to those brands that show on social media?

SK: As I told you before that trend of using social media is increase day by day. So I give

values to those brands that capture the attention of heavy users and enjoyed success. I

mostly avoid seeing Tv’s Ad because I have no time to see Tv, but still I have a lot of

information about brands and their ranking through social media. I acknowledge those

companies that use social media and give the facility to those busy persons like that have

no time to se traditional media.

AR: Have you any experience with a specific brand that you see and hear on social media

and you use it?

SK: I heard and see many brands on social media but not always ready to buy those but

someone who attract me more I like to try them. The Honda bikes one of them those I

heard and see on social media and ready to buy it and full fill my motive to use social

media. As my profession is provide services as a librarian. I mostly like to hear and see

services brands and I always search for services brands in social media and always social

media full fill my motives.

AR:If your motive to use social media increase over the time give reasons why it will

increase?

SK: As I told you that I often not see and heard traditional media. So with the passage of

time I need to more information and my motives to use social media increase with the

passage of time. Social media is everything for me either I use it for entertainment, either

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I use it for information, either I use it for communication. I would like to say that social

media is a complete package for me to survive in this world.

AR:If your friend refer you a brand that he use and recommend you. Would you like to

use it?

SK: I am a person who not follows others mostly. But I see that brand on social media

and I like the page of that brand. But its not a guarantee to use that brand on the

preferences of my friends. Firstly I analyze by myself that brand, I look the functionality,

quality and affordability then I takes decision to buy it or not.

AR: On social media you can’t touch the brand but you can just see it and heard it. So


SK: I mostly like those brands that give detailed information about their company and

brand social media. That totally satisfies me. I often like those brands that communicate

true information on social media. So totally satisfaction makes my intentions to

purchases a brand on social media.

AR: Value equity is a sensitive matter for a brand on social media. What is your expert

opinion about it?

SK: Its not sensitive only on social media. Its also sensitive on traditional media. The

price is main determine of value equity. IF brands offer reasonable rates with charging of

internet services people obviously buy it on social media without wasting their time to go

market and buy it. I am also a price conscious person, If one thing is give me on cheap

rates I never deny to buy it and even buy it over the time. I think quality is also

determined of value equity towards brands? What you think I am right?

AR: yes sir you are right. Kindly gives me your expert opinion about it.

SK: sure, Why not. So quality is preference of every person either he is educated or not.

So if a brand meets the quality requirement of their customers I guess that brand never

lost its customers. You are the students of business. You know very well that competitors

beat on the basis of quality. So quality is first priority of every one. Once a time I talked

about with my friends about availability of brands in market. That creates a major role in

the creating of value equity towards a brand. Right thing available at the right time at the

right place with right price is a successful strategy for company to survive in the industry.

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AR: If a brand over the time meet your expectations on social media. What you think you

will stay with that brand or switch that brand if competitors gives little bit more benefits?

SK: Generally I am a loyal person. Quickly I never switch form one thing to another. If a

brand meets my need continually I prefer always that brand. But if competitor of that

brand offered something more then I will analyze that extra offering is really meaningful

for me if yes then might possible that I switch a brand . But as your question with a little

bit benefits I never switch a brand.

AR: social media is considering now a best tool for creating the brand awareness. What is

your expert opinion?

SK: This statement Is 90% true. Because this is the era of technology and the new

generation is consider the technology as their life. So this is the best decision of

companies to use social media for create the brand awareness. Out of 100% in this world

atleast 75% people use different modes of social media for different purposes. So once a

customer see or heard a brand on social media they definitely can easily recognize among

other brands. With the passage of time again and again see and heard about a brand the

users have build a place in their mind for that brand. They can recall that brand in their

memory at the time to buy a brand. So a big discussion about this question suggest that

social media is one of the best tool for create brand awareness.

AR: Social media have a system of comments about something. If you read negative

comments about a brand what image that brand have in your mind?

SK: Because every person has their own mind sets and has different perceptions. I never

believe on the comments and never build a negative perception about a brand. When I

personally heart from a brand in term of bad quality or high prices etc, then I create a bad

image or create a negative perception about a brand in my mind. I often avoid create

perception on the basis of world of mouth. So negative comments cannot build bad image

of a brand or negative perception of a brand in my mind.

AR: Social media no doubt make easy the life of every person. Either it’s help you

regarding to your professional?

SK: As I told you firstly I am a librarian. I provide the services of library to students. I

always need to information about the interior that are attracted for students. I always need

the information about the latest books and journals that offered by other universities and

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not offered by in my library. So in the social media I can have lot of information about

libraries of different popular universities like Nust, LUMS and UMT. I compare them

library of these universities with my library and provide ideal services to students. Social

media make my task very easy. I have no need to visit the universities and use the

references I just open social media and take information n that need to me.

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INTERVIEW NO. 04 ( 08 .05.14)

Archival #: 4Site: GIFT University Gujranwala (People colony)Interviewers: Ayesha Ramzan (AR)Interviewee: Usman naeem (UN)Interviewee Status: Social media userDemographics: Teacher, Male, BSC, Married, Exp-4yearsInterview Time: 60 mintsDate of data collection: 8-5-2014Data collection method: Semi-structured interviewLanguage of Data: Urdu/EnglishTranscriber: Ayesha RamzanTranslator (from Urdu to English): Ayesha RamzanTypist: Ayesha RamzanDate of computer data entry: 8.05.2014Computer File name: Interview No. 4

AR: AOA!UN: W.slamAR:How are you sir?SK: i am well, whw are you?AR:AlhamdullAllah! Me fine.Thanks for give me your valuable time an for this kind coopration.At the time of taing time i told you i need your experts opinin abot my reasrech topic that

os social media nad barand positiong. Basically i will talke to you about the imortence of

social meida and role of social media for pormoting a brand while using triditional media.

I wil explain you every marketing term wich i use in my interview protocol. I want to

make this disscusssion furitfull for me as well as for you.So i need your highy

coopertaion in this discussion.

UN: You dony worry ayesha, we will make this discussion furtfull togather. When you

told me the title of your reaserch topic i think that this topic is up to some extent is my

favourat topic. Becasue social media is today every where so be confident you start.

AR: Thank You so much sir for encourage me.AR: From how many years you use social media?

UN: I used social media from seven to eight years.

AR: Which social media mostly you would like to use?

UN: Facebook, Linkdine.

AR: How many hours you spend on social media in a whole day?

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UN: Two and half hour.

AR: what is the main motive behind to use social media?

UN: For silent communication with friends and those family members who are live

across the country. Information seeking is also a main motive to use social media. The

usage of social media is now become a fashion so I am a person who follow others so

that’s why I use social media also for this purpose that my friends, family and clichés use

social media. Social media is also a pole of fun and entertainment. So in the free time I

use it for this purpose also.

AR: Companies shifted to social media rather the traditional media for create awareness

of their brands. What is your expert point of view regarding this?

UN: Social media is a one thing which is in the access of every one almost at very low

cost. Its substitute of the telephone with cheap rates and it is substitute of traditional

media also at best possible rates. It is the less expensive substitute and has more usage of

this by customers. As I told you before it’s become a fashion to use social media. So

chances are more for companies to promote their products and brands on social media.

This is the precise choice of companies to switch traditional media at right time to social

media. Social media gives opportunities to companies to reduce their expenses on

advertisement and use this amount to expand the business in other important terms. This

is conform now that people not frequently use Tv’s and radios but they frequently use

social media on daily basis. So the awareness of a brand can be easily created on social

media now days.

AR: You like those brands or you give value to those brands that show on social media?

UN: I like technology so I like those things which connected with technology like social

media. I often use those things that are effective. So effective brands use social media

with less cost and gain more advantages. Many brands that I see on the social media that I

not seen anywhere else then I appreciate to those brands that they become informative for

me. Mostly I use social media and gain more information on social media so I like those

brands that appear on social media.

AR: Have you any experience with a specific brand that you see and hear on social media

and you use it?

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UN: I try many restaurants with my families and friends that I see on social media.

Export leftover is also one of them those who inspire me on social media and I try it.

These brands meet my need over the time on social media and attract me over the time

more and more.

AR: If your motive to use social media increase over the time give reasons why it will

increase?

UN: Everything is available on the social media and I inspire from social media due to

this facility. I know in the future my motives will be increase to use social media. The

basic reason to behind is that the habit to use social media and convenient things.

Moreover the more and quickly information is needed from every aspect of the world that

may can be the motive to use more social media in the future.

AR: If your friend refer you a brand that he use and recommend you. Would you like to

use it?

UN: I never take a decision on the basis of my thinking and judgment. I prefer others

opinions, when my friends suggests me something new I quickly ready to buy it. But

sometimes I read whole information about a brand that available on the social media. I

often use those brands which already use in my family. I often use others choices.

AR: On social media you can’t touch the brand but you can just see it and heard it. So


UN: As I told you I prefer others opinion before taking a decision. So in the social media

when I make mind to buy anything I always take opinions of others those familiar with

social media. The information also matter for me that available on social media with

detail and truth also make my intentions to use a specific brand.

AR: Value equity is a sensitive matter for a brand on social media. What is your expert

opinion about it?

UN: Value equity means what? Define me what is actually value equity?

AR: Its all about price and quality and availability of a brand. Now what’s you want to

say about it.

UN: Now I can give you clearly tell you about it. The price is main factor about every

person is conscious either on tradition media or on social media. The brand that available

at affordable price. People attract towards that brands and buy it frequently. The main

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aspect of value equity is quality. This is very serious matter that company should pay

attention on it. If customers not satisfy with your quality that you are providing. This is

the one main reason to fail a brand in the market. So for gaining more value equity I

guess brands should totally focus on quality. I also have a experience with one brand that

not meet my quality standards and I left that brand fro forever. When I need a brand and

that is not available in the market I never prefer it again. According to my point view

meet the needs of customers whenever they require. It will create value equity in

customers towards a brand.

AR: If a brand over the time meet your expectations on social media. What you think you

will stay with that brand or switch that brand if competitors gives little bit more benefits?

UN: I hardly change my choices. If competitors give a lot of numbers of extra benefits

then I can switch from my previous brands. But if competitors not give more difference

then I not switch my previous brand. The human nature is that where he fined more

benefit he go there as a human being I also look for more benefits.

AR: Social media is considering now a best tool for creating the brand awareness. What

is your expert opinion?

UN: Same my point of view that social media is best tool for this purpose. The main

reason behind this that the social media is growing like an apple. Apple grow much faster

same like it social media is also grow very fast. The every 5th home use different modes

of social media.

AR: Social media have a system of comments about something. If you read negative

comments about a brand what image that brand have in your mind?

UN: My personality is different form others. My point of view about something is also

different from others. So if someone have negative experience with a brand its not

necessary that every one have same experience so this system not affect the image of any

brand.

AR: Social media no doubt make easy the life of every person. Either it’s help you

regarding to your professional?

UN: Its also make my life easy regarding my profession. My profession is related to teach

the computer so many updates are available on social media for me.

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Archival #: 1Site: GIFT University Gujranwala (Lahore)Interviewers: Sadia Atta (SA)Interviewee: Iqra Arshad (IA)Interviewee Status: Teaching Demographics: Lecturer, Vice Principle of N.S.C Age-26, Female, M.Com, Unmarried, Exp-4 yearsInterview Time: 1 hourDate of data collection: 07.05.14Data collection method: Semi-structured interviewLanguage of Data: Urdu/EnglishTranscriber: Sadia AttaTranslator (from Urdu to English): Sadia AttaTypist: Sadia AttaDate of computer data entry: 09.05.14Computer File name: Interview No. 1- Iqra Arshad-07.05.14

Topic Social Media1.Age26 Year

2.ProfessionTeaching

3.User statusUnmarried

4.Year spend with social mediaI think i spend 4 years with social sites

5.Time spend on social mediaMostly I spend 2 to 3 year hours per day

6.You used daily?Yes, I used daily because many of the works are connected with the internet. My presentation project on that topic that I delivered to the student so I used the internet on daily base. Beceause my many works are connected with the internet.

7. Which type of social media you would like to use? Twitter, Facebook, Linkedin, Youtube, Google etc.Mostly I used Facebook, Twitter, Google, Youtube

8.What do you think about Youtube and twitter?

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Youtube is the video site. I am taken the mostly in the youtube site.Example I delivered the lecture on Islam Finance system in PAKISTAN. So in Youtube many lectures are on this topic with different authors. So I listen the best author that is according to my mind. So Youtube is very beneficail.

Twitter is just like a facebook account. My many friends and family member used the twitter. So I easily connect with my friends.They updated the status photos so in this way I connect with that.

9.Ever you inspire of any brand that advertise on social media?Yes, I inspired many of the brand that advertise on social media

10.Which brand inspired the most?Many of the brands inspired me. But I remembered that when I was in university life I inspired the brand of bag that brand.

11.Why you inspired the that specific brand?Becaeuse, university life I think bags are mostly used. So I also liked the colorful and different style of bags.

12.Now you searched the brand before shopping?Yes, MostlyBut I have huge knowledge about the bag brand name and quality. So for me not difficult to searched the internet again and again before shopping of bags.Beceause my interest on bags.But if I buy the cloths I firstly searched the social sites. Such as Facebook many pages ate related to the different brands of cloths.So I searched the google before shopping of cloths.

13.Reason to use social media?Because social media helps us to allow customer to engage with each other to get their technical and customer services question answered impacing to customer services and help the functions and even more importantly improving services.

14.How can u get benefit from the motive/reason to use social?I get aware many information about anythings that is related to my works. I mostly motive with my that works which is connected my college lecture.

15.How can you accomplish your motive?Yes, I searched on social media when I get want. On facebook many pages are related to the different brands and that pages are updates for time being. So on this way I get huge information about the brand and I motive.

16.Can u follow only the motive which you have in start or with the timem you change the motive?

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Ofcourse I change my motive according to the passage of time. I remembered I not used the social sites mostly when I was in school. But in college and university life I used the social sites mostly.

17.If your motive to use social media grow over time give the reasons?Use of social media I get aware the many new things. But with the limited time I get many information about the specific things.

18.How social media contribute in your buying behavior?Yes, social media contribute the buying behavior because when I want to buy anything then firstly searched in Google. Mostly I searched th e cloths and bags brand searched to the google and If I satisfied then I purchased.

19.Can you get any information related to brands on social media?Yes, Mostly I get information related to the brands. I used the facebook for the specific brand and get many information about the brands.

20.You believe the content available on social media for the brands?Yes, because content analysis is to be useful in describing and making inferences about thecharacteristics of communicatioms and patterns of usage as well as making inferences about the consequences of communication.

21.You pay the respect for the brand who advertise on the social media?Yes, I think so that brand on advertise on social media. User are move the that brand pays more attention because many people used social sites so tht brand is respected in my view and many others people perception.

22.Social media increase or effect the your relationship with brand?Very much because relationship are strong with the that brand because that brands are pages on facebook account and that get and updated the information day by day. In this way our relationship with brands effect the our perception.

23.The time spend on social media affect your decision towards brand?Yes, sometimes I changed the decision but sometime not because my consideration on previous brand are more and my believe on that brand is more.

24. Time spend on social media change your perception towards brand?Yes, perception towards the specific brand I not changed my decision but sometimes some things are attracted more so I changed the perception because that specific things are related to our percetion.

25.Your motive to use social media effect your purchase decision?Sometimes I changed the decision. Reason is change the decision is that brands are famous and that this I inpired the most so I changed the decision.

26. What effect of negative comments for a brand on your perception?

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Negative comments for a brand I think I will not buy that brand.Because perception against the brands is negative so if our perception is negative I cant purchased the that brand because my self are not satisfied.

27.Are you ready to buy a brand because of refer to your friend that brand on social media?Yes, sometimes my friends are refer that brands are more good in quality wise. My friend are used the that brand so I sometimes used the that brands.

28. You would like to easily switch the brand that you heard or see on social media?No, me not easily switch the brand when I see the first time I heard on social media because may be that brand are not according to my perception. So me not easily switched the another brand.

29.You like the brands which match with your inrinsic emotions?Yes, If my intrinsic emotions are satisfied then I purchased the that brands otherwise not. Because if our intrinsic emotions are satisfied then I will purchased the that brand.

30.While purchasing you compare brand personality with your own personality?Mostly I compareed because when I thinked that brand are related to myself.And I thinked peoples are very inspired with the celabrity. Because celebarity change the mind of people. You take example of Qmobile z4 kareena kapoor . Many people are inspired the that celebarity.

31.You think well known brands have to know the reason of the consumer before using social media as media device?They must know. Because today consumer are more aware to the social media. The reason to use social media is today almost data are updated on social media sites. Facebook are most popular social media sites. In this way social media are vey helpful for customers and also for business.

32.Social media is one of best tool for create awareness about a brand. What is your expert opnion? Ever any brand creates awareness in your mind on social media?Yes, social media is best tool for create awarenessabout a brand. It communcation can increase the brand awareness but I think need necessarily increase brand attitude positively. And it is an essential component of their maketing communication in order to increase brand equity.

33.Traditional media is more effective but social media is cheaper. What is your expeet opinion?Yes social media is very cheaper and convient. Because people are connected with family friends with the help of social site example viber watsup facebook are the that site that people are conneected.

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Archival #: 2Site: GIFT University Gujranwala (Lahore)Interviewers: Sadia Atta (SA)Interviewee: Atiqa Rafique (AR)Interviewee Status: Teaching Demographics: Lecturer, +Researcher in Finance sector Age-25, Female, M.Phill, Unmarried, Exp-3 yearsInterview Time: 1 hourDate of data collection: 08.05.14Data collection method: Semi-structured interviewLanguage of Data: Urdu/EnglishTranscriber: Sadia AttaTranslator (from Urdu to English): Sadia AttaTypist: Sadia AttaDate of computer data entry: 10.05.14Computer File name: Interview No. 1- Atiqa Rafique-08.05.14

Topic Social Media1. AGE25 Year

2. ProfessionTeaching

3. User statusUnmarried

4. Year spend with social sitesI think 5 years

5. Time spend on social mediaMostly 2 to 3 hours per day because my works on research my related with the internet. So I used the internet on daily bases. But it also depends on time or situation.

6. Which type of social media you would like to use? Twitter, Face book, LinkedIn, YouTube, Google etc.I mostly used Face book and Google

7. What do you think about face book and Google?Google is best search engine of the world. It provides many services like Google earth, Google map. It can offer lots of services such as Blogger, Orkut. Google have a one million sever all around the world. Also if somebody willing to pay bills they can pays their bills through Google.

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Face book help me a lot with staying in touch with friends. I know in real life and that really beneficial. It helps me a lot with my education as well. Its nice to reconnect with people you have lost contact with, but it is totally obnoxious when people use it to post every little thought they have.

8. Ever you inspire of any brand that advertises on social media?Yes sometimes I inspired many of the brands that advertises on social media.

9. Which brand that will inspire you?Many of the brands are inspired me. But for a clothes and shoes Ego, Elina Alvi, Daaman, Grace, Loveline, Jays shoes.

10. Reason to use social media?1. Its gives the bundle of important information.2. Social media makes it easy to improve brand awareness and build your brand identity.3. Good time pass activity.4. For a business is a great way of keeping your business or brand into the mind of your customer.If you have a face book fan page or account. Your followers and fans have pledged their Digital loyalty. Give them something’s to make it worth their click.

11. How can you get benefit from the motive/ reason to use social media?I get aware of many unknown things by using it.

12. How can you accomplish your motive?Of course, by using and searching on social media I get what I want. It has a greater capacity to reach public such as tv, radio on advertisement. Therefore user generated social media communication cannot be expected to be equally positive, but can be either positive or negative content information about a brand that can be particularly useful foe consumer in terms of purchase decision.

13. Can you follow only the motive which you have in start or with the time you change the motive?With the passage of time I change my motive according to circumstances. With the aspect of making social media is the best method for keeping your brand and product top of mind for customer when are in between purchases.

14. If your motive to use social media grows over time give the reasons?1. When I want to get information about new innovated things.2. When I am not satisfied with the limited that what I have about anything’s.

15. How social media contribute in your buying behavior?Very much as if I want to buy anything then first I can searched out it details from Google and then can buy if it satisfied.

16. Can you get any information related to brands on social media?

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Yes, our knowledge regarding social media brand consumer engagement and what constitutes effective social media strategy is only now developing leading brands always consider how customer and consumer will receive their blogs website social media channels.

17. You believe the content available on social media for the brandsYes, one of most powerful ways to use social media is as a brand building tool. With social media you get to decide how to want to position your company and what you want people to know about what too do.

18. You pay the respect for the brand who advertises in the social media?Yes very much. The effect of a brand personality on brand attitude and relationships can be affected by consumer participation can be affected by consumer participation in the brand community.

19. Social media increase or effect the relationship with brands?Yes many times because the consumption and use of a good or services are the marketing and consumer behavior like availability advertising image and consumer characteristics.

20. The time spend on social media effect your decision towards the brand?Yes, sometimes because I thought without the brand but time spend on social media I changed the decision.

21. Time spend on social media change your perception toward the brand?Yes because certain goals and purposes thus it is crucial concept in any theory of consumer behavior since individual make choices continuously therefore, motivation impact not only on the direction but also on the intensity of behavior.

22. Your motive to use social media effect your purchase decision?Yes social media change the purchase decision because in social sites huge information are there. We get many information about a particular brands. So social media change the purchase decision.

23. What effect of negative comments for a brand on your perception?I will not buy that brand I ignore them.Some times if we think about the that brand is good but if we used them that result are not according to the mind so negative perception are also part of life.

24. Are you ready to buy a brand because because of refer to your friends that brand on social media?Not at all times because some sometimes our decision is best. May be friend not recommend or refer the best. So I take the decision in own bases.

25. You would like to easily switch the brand that you heard or see on social media?No, because our pervious brand our satisfaction level is high we spend on more time on that brand so no easily switched the another brand immediately.

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26. Your motive to use social media aligned with the brands which have the same personality as you have?Yes we wanted to see to what extent people personality was related to social media use based on psychological.

27. You like the brands which match with your intrinsic emotion?Yes mostly because if our intrinsic emotion are not matched with the perception I don’t buy the that brand. Because I think intrinsic emotions are more important. So if intrinsic emotions are satisfied I purchased that brand.

28. While purchasing you compare brand personality with your own personality?Yes, they must know.

29. You think well known brands have to know the reason of the consumer before using social media as media device?Yes most of the times I get aware about many features of brand which I did not before using social media

30. Social media is one of best tool for create awareness about a brand. What is your expert opnion? Ever any brand creates awareness in your mind on social media?Yes ofcourse social media are the best tool about the awareness of brand.It communcation can increase the brand awareness but I think need necessarily increase brand attitude positively. And it is an essential component of their maketing communication in order to increase brand equity

31. Traditional media is more effective but social media is cheaper. What is your expeet opinion?Socail media is more faster cheaper. It is playing an important role in people and also in business with the help of social media sites and resources may be help foa law enforcement personnel in the prevention identification investigation and prosecution of crime.

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interview no.1

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