Research On perception of youth towards sponsored content online

8/10/2019 Research On perception of youth towards sponsored content online

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RESEARCH METHODOLOGY TERM-2 PGP-1

Research Methodology

Qualitative Research Study on Consumer Behavior towards Sponsored

Digital Content in the youth

Akshay Gupta (10) | Dishant Bhatt (28) | Jayesh Gawde (34) |

Pulkit Tiwari (49) | RakhiJha (52)

Submitted to

Prof. Kallol Das

04. 12. 2014


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Qualitative Research Study on Consumer Behavior towards Sponsored Digital Content in

the youth

Introduction

In Todays age of rapid digitalization, Brands are also moving up in that direction to stay

relevant. Nowadays, Going Digital is not an added dimension but a necessity for the

companies. The number of people having access to internet is on the rise since last

decade or so. India leads the pack in this Digital revolution with estimated 263 million

users and is pegged to overtake US by the end of 2016 with around 280 million internetusers. With such ever increasing audience, Digital has become a platform too big for

brands to ignore. The dynamic nature of the medium and its global reach also means that

brands are susceptible to negative word of mouth much more than ever before. This has

led to a new form of advertising which we call Sponsored Content where brands

promote favorable content on the digital platform either by using Influencers or by

simply buying out space to initiate positive conversations.

In his article on

www.smartinsights.com, David

Chaffey talks about the difference

between types of content present

today on the digital platform. The

Article says With the rise in

importance of social media and

online PR, were seeing more

companies change their method of

budgeting, reporting and investing

in media to reflect the types of sites

where audiences spend their time

online. The trend is towards a

review of investments in the 3 main

media buckets of earned, shared

and paid which each give

opportunities to influence
http://www.smartinsights.com/http://www.smartinsights.com/http://www.smartinsights.com/


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customers

Some of the biggest brands in the world are now regularly sponsoring content on various

social media platforms as more and more people spend considerable amount of time onthe internet. McDonalds came up with a sponsored twitter trend during the Football

World Cup in Brazil earlier this year. In India, many brands are taking this route to

promote their products or just to stay on top of mind of their target audience. Sprite got

young band from Chennai to play one of A.R. Rahmans tune using empty Sprite bottles

and glasses. This ad was promoted on YouTube where it appears before loading of the

actual video you clicked to watch. We can see many such videos on YouTube nowadays

which are promoted by some or the other brand.

Fig1.McDonalds sponsoring Twittercampaign Fig 2.TrendSprite sponsoring glass orchestra

Along with content on such social media platforms, many Brands use the News Media aswell to promote their product. Banner ads occupy a considerable screen space of News

websites like FirstPost and Times of India. Around 30% of the screen space on these sites

is occupied by sponsored content. Brands are increasingly viewing Digital space as a part

of their integrated marketing objective. Hence, the spending too is increasing on social

media platforms and other general websites.


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Research Questions

RQ-1) How does the urban youth perceive sponsored digital content?

RQ-2) What are the associated brand recollections with regards to sponsored digital

content?


In order to fetch consumer insights on consumer behavior trends on sponsored digital

content in urban youth, within the campus our availability of target audience was limited.

However our campus with its excellent internet connectivity and a varied pool of screen-

agers from all sections of the geographic regions in the country and from a holistic

background, we believe is a very valid turf to understand how sponsored content on the

internet is being perceived by the section of society who ages between twenty to twenty

five, and spends roughly eight to ten hours surfing the internet space daily.

Among the available tools for primary data collection: focus group discussions (FGDs)

and depth interviews (DIs) we chose to use the latter because we believe that internet

space is used individually on personalized screens by users and each consumer can have

his own criteria of how he or she spends time on the internet and how much they are

acceptable to the concept of digital marketing invading their space on the internet.

Interviewees were chosen at random in order to maintain heterogeneity and to prevent

skewness, subjects were chosen by different team members and interviewed without

transferring any information to other members in order to maintain zero bias throughout

the interview process.


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The following table describes our Interviewee list:

Subject Background

Piyush Narayan Sinha (A) SEC A, 20-25 years old, Male, North IndiaAnupriya Pandey (B) SEC A, 20-25 years old, Female, North India

Aditya Saraf (C ) SEC A, 20-25 years old, Male, West India

Shreya Jain (D) SEC A, 20-25 years old, Female, North India

Deviprasanna Pradhan (E) SEC A, 20-25 years old, Male, South India

Ashwani Kumar Mishra (F) SEC A, 20-25 years old, Male, Central India

Anagh Sharma (G) SEC A, 20-25 years old, Male, Central India

A. Srikrishna (H) SEC A, 20-25 years old, Male, South India

Data Collection Tool

Any research study that involves primary data collection will require an apt data tool to

be created in order to obtain information and derive insights. For depth interview, we

followed a discussion guide. This discussion guide which majorly shaped our broader

approach of questionnaire was not too rigid if the natural flow of the interview moved in

some unknown direction by the answering flow of the respondent. We adapted to the

unique style of questioning of each interviewer as well as to the distinct ways in which

each interviewee directed the flow of the conversation with his or her responses.

Depth interviews were conducted one on one, recorded alongside the conversation and

later re-studied to derive insights by following the entire conversation and breaking it into

the usage data codes. The pattern was unstructured to have no bias of the interviewer and

very conversational to ensure that respondent felt familiarized with the process, and gave

natural replies to the questions posed. Order in which the questions were asked was based

on the replies given by the respondent. The techniques of depth interviews in qualitative

research like probing and funneling were used extensively. The conversations with each

subject started out on a general friendly note of basic introductions and once the talkingprocess reached its natural flow, the conversation was narrowed down to make it more

focused. Average length of each interview was roughly half an hour. Technical

precautions such as use of good quality recorder in a peaceful, calm and noise-free

environment were ensured to have clear and understandable audio recordings. The

subject was informed about the audio recording process and a prior permission about the

same was taken from him or her well before hand. These recordings have been submitted


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alongside this report and their use for any commercial non-academic purpose shall not be

done. Because the interviewees have shown no hesitation in mentioning their names and

backgrounds in the interviews, we have used the same in our mention in this research and

no breach of personal privacy has been caused. The primary language of interview

throughout has been English and the questions asked have been formulated in the mostunderstandable easy way. A constant effort has been made throughout the process to not

have any personal bias or judgment during any interview and not reveal any personal

emotions in terms of facial gesture of approval or dissonance. The pool of candidates

selected come from distinct backgrounds, regions and a well balanced mix of gender ratio

has been ensured to make an attempt of presenting a holistic picture in the end findings.

Data analysis, conclusion and marketing implications have been done on the basis of the

findings of the study alone, and no personal bias, influence or direction whatsoever

outside the purview of the research findings have been taken into account to reach the

same.

Discussion Guide

Below is the list of questions which were asked in most of our interviews

Note The structure and the order of the questions varied as per the replies of the

respondent.

1.

What is your name and age?

2. Where place do you belong to?

3.

Can you please tell me what your hobbies are?

4.

Do you like to surf the internet?

5.

How many hours roughly in a day you spend online?

6.

Do you interact with your family and friends on social media?

7.

Can you name some of your favourite websites?

8.

Have you ever come across any sponsored content during your web surfing time?

9.

If you have to name one website, where you have been exposed to most online

advertisers, which one would it be?

10.How does sponsored comment and online advertisement affect your online surfing

experience?

11.Is there any particular memory that you have of an online sponsored story which

you would like to share with us?

12.

Do you like watching videos on YouTube?


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13.What are your views on the increasing number of advertisements coming on

YouTube these days?

14.

When I say online ad, which brand and advertisement comes first on your

mind?

15.

Do you think online media will replace other mediums as the first choice forbrands to reach their consumers?

16.

Do you trust recommendations by your friends of their favourite brands on social

media? Does this influence you in knowing about those brands or products?

17.

If an advertisement doesnt suite your taste who would you blame the channel or

the brand promoting it?

18.

How often do you trust the tweets related to brand promotions that appear on your

twitter time line?

19.

What is the most memorable online banner ad that you have seen in recent times?

20.

Do you browse through the suggestions that appear on the sideways on e-commerce sites?

Data Analysis and Implication

Data analysis was done using data reduction and display tool, which is both easy to

conduct and communicate. The table below sums up this stage of the research.

Subject Viewing Habits & Drivers Response Drivers

A Socially active on various

platforms

Spends five to six hours on

internet

Educational content

Enjoys Sponsored Ads

Relevant Brand/Product

Information quotient

B Relevant Fashion Trends

Display of Attractive pricing

e-commerce

Identification with the

brand and fashion trend

Relevant Brand/Product

C

Interesting Messaging Technology Savvy

Favourite Celebrity

News Article of interest

D Academic Book

Suggestion based on Friends

usage

Relevance of the suggested

content

E Availability of time Conversation around the


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Story telling approach

Relevance of the Sponsored

Trend

trend on timeline

Tweets from known

individuals

F No Video Skipping facility

Interesting content in first 2-3

seconds

Catchy jingle or music

Nostalgic feeling

G Sponsored content on relevant

device only

Favourite Brands

Page hopper

Relevance of

Brand/Product

Innovative communication

H Politics related

Interesting and creative

content

Resonance with the author

Rationale of the content

Creativity of content

Excerpts

Subject A is from Bareily, a town in Uttar Pradesh. He was born and brought up in a

joint family environment and his first preference of career was to be a cricketer. His

exposure to internet started in days when his career focus shifted from that of sports, to

that of becoming an engineer. His education and the work life that followed thereaftertook him away from home, to places like London. In that patch, he started using social

media as a primary tool to communicate with his family and friends. Today he has social

media accounts on a range of websites, from LinkedIn to twitter. He is currently pursuing

his masters degree in management and plans to take up a life in media. He spends

roughly five to six hours in the day surfing websites and uses both digital advertising as

well as sponsored media as a source to know about products and brands. He is a

YouTube addict and a loyalist and believes that its right for them to use sponsored

advertisements to earn revenue since they are a free site for millions of users. He enjoys

sponsored ads which are crisp in length and funny in content.

Subject B is from Bangalore. Due to the transferable nature of her fathers job in Army,

she was born and brought up in several cities in the country. She worked in an electronic

giant company before joining a business school to pursue masters. She believes that

internet has changed the way in which we live. Today everything, from personal life to

professional life has online dependency. She believes that its logical therefore that


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brands and products are exploring means to reach their target segment online. She is

fashion savvy and follows all major fashion label pages on Facebook. She takes a note of

all the fashion brands that are talked about directly or indirectly on popular blogs and is

not hesitant to click on suggestive links for dresses and shoes, every now and then when

she gets time. She has been a regular e-commerce customer and she likes the way inwhich her activity on the internet is used to save time by offering variety of preferred

choices. She giggles and says I like the attractive price range and offers that come in

online shopping and likes that fact that with the help of sponsored content, she gets a

timely suggestion so that I does not miss any offer. She is welcoming for this wave of

online content.

Subject C is from Pune. He is a currently pursuing study. He is a tech addict and spends

almost ten to twelve hours a day on either his i-pad or his MacBook. Seeing movie

streaming online and playing the latest video games on social gaming sites are his

primary hobbies. He also likes reading Wikipedia pages and learning trivia about the

world. He is a quizzing buff too and secretly plays quizzes using apps on mobile during

class hours. He follows celebrities on twitter and has a lot of interest in knowing about

Bollywood and Hollywood stars. He only pays heed to sponsored content which touches

his interest areas; else he skips or ignores those ads and suggestions. He is an avid reader

of news online and confesses that for me, what matters in a sponsored post is how much

it understands my likings. I will click on the small snapshot of a celeb gossip, or see a

clickable advertisement on YouTube, only if its content oriented. I do not like boring

irrelevant non creative adds like banners within a video of YouTube He is opinionated

and passionate about his virtual behavior.

Subject D is from Delhi. She is a prolific reader and spends her free time reading Novels.

She is very studious and watches a lot of documentaries on YouTube. She finds the

intrusion of long advertisement content within videos as an intrusion. She thinks it is

annoying. However she is okay with the suggestion to novels that she gets on Facebook.

She says I trust my friends and whatever book they suggest, usually works for me. Now

our lives are fast and sometimes we do not chat or talk that often, so when Facebook

suggest me a book because my friend has liked it, I find that information useful

Subject E is from Bhubaneswar in Orissa. He is completing his masters degree and

wants to take up a career in advertising. He is fascinated by the new form of storytelling

that has come up due to the flexibility that brand promotions have got in digital space. He

says I think I might have seen the Nescafe coffee ad which featured the story of

stammering comedians lifemany times. It was full of life and optimism and I find my

internet surfing experience enhanced when I get such videos in between the usual


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working time on the laptop. He is very communicative too on social sites and shares the

graphic banners as well as brand videos that appeal to him with his friends. He also has a

friend circle with similar behavior pattern online and they believe in spreading positive

word on mouth about things they like using their social media voice depending on the

time they get from their busy schedules.

Subject F is from Madhya Pradesh. He has mixed ways in which he uses internet. He has

an I-phone which he uses to surf quick information, and hates the disturbance of any

direct or indirect advertisement during his net usage there. On the contrary he loves

seeing advertisements and uses suggested sponsored tweets to read and view content

when he is surfing social media online on the laptop. He is a sports buff and gets easily

induced to click on banners which have relevant information about that. He says I will

jump on from one page to another online, depending on suggestions that pops up in the

side space of the screen and sometimes spends hours without even noticing. It all depends

on how interesting and suitable to my liking the content it He is brand savvy and loves

to read about their recent activities online.

Subject G is from Jabalpur in Madhya Pradesh. He is very interested in politics and finds

himself glued to newspaper and television to know about the happenings of the world

affairs in his free time. His internet consumption can be split into two halves, one is when

he uses it for information gathering and other is when he uses it for leisure. He is addicted

to YouTube and twitter and continuously stays updated about things using that medium.

He adds on I love using YouTube as a medium of entertainment. Its like a box of

Pandora with lot of amazing stuff. I love promotional videos like the one which spritecreated using AR Rahman with empty bottles to make a mix. I love such creativity and

only on web, a brand can use such interesting concepts I feel He believes in meeting his

friends in person over chatting with them on the internet and is in his own words is old

fashioned in that sense.

Subject H is from Chennai in Tamil Nadu. He is somewhat a reserved person but loves

sports. His interests are music, books and current affairs. He is hooked on to social media

and browses through lot of content throughout the day. He regularly visits YouTube and

Twitter. He hates intrusion in personal space by various irrelevant sponsored contents andads. He would only go through ads or content which are innovative and customized to his

preference. He wants both content and context in sponsored ads only then he would view

one or suggest one. Also he believes in power of social media celebrities and would listen

to them rather than some mainstream celebrity. He particularly like Raymond ads for

good use of their tune through various instruments and feels a good catchy music can

grab his attention towards the content.


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Conclusion

We conducted Depth Interviews in the core group of urban youth and found some

interesting responses from the respondents. Type of Sponsored Content varies based onthe platform being used. Such content is in video form on YouTube, Banners on News

Media/Shopping/General Websites and suggestions on Facebook. We have segregated

our conclusion based on this criterion of type of content and platform being used. The

main conclusions that we draw based on our Depth Interviews are as follows:-

Sponsored Videos/ads

Many of our subjects said that they find YouTube ads as intrusion in their life.

They usually wait for the mandatory five seconds to end so that they can skip the

ad and move onto their video.

However, if the initial content is interesting, they go on and watch the full video.

One of our respondents did see the Nescafe stammering comedian ad in this

manner.

The Ads where you cannot skip the attention span is more. Ironically this happens

as people are waiting eagerly for the ad to get over so that they can move on to

their selected video. This results in remembrance of jingles if the frequency of

such sponsored ad is on the higher side.

Banners

Banner ads constantly keep scrolling on the side-lines of main content. This leads

to familiarization with the Brand and product. People sometimes inadvertently

also click on them and reach the page for sponsored content.

Celebrities catch attention in such content. Some of our Respondents said that they

do click on banner ads/ link to videos if it shows their celebrity of interest.

Sponsored Ads related to Fashion trends get attention from Female audience.

One of the studies conducted by Forbes reaffirms the trend we observed about the

recollection of Brands due to sponsored content. It discusses about the increase inIntent to buy where Sponsored content is displayed on Forbes website in

comparison to when it is absent. It can be viewed at :-

http://contently.com/strategist/2013/10/30/you-like-me-you-really-like-me-

content-delivers-big-time-brand-lift/#!qPnNX


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Posts/Trends/Suggestion on Social Media

Sponsored Trends on twitter catch the attention of regular users. They do check

out the sponsored trend at least once out of curiosity. Recently, Virat Kohli promoted his clothing line wrogn through series of tweets.

It did create quite a buzz amongst twitter users and the promotion got noticed.

People do click on Facebook Suggestions which are based on their recent

activities. Some of our Respondents talked about reading movie reviews in this

fashion.

News articles with catchy line attract attention. Many people who are not inclined

towards regular news consumption do end up on News sites based on such content

on their social media page.

Marketing Implications

1.

Content plays a critical role in digital sponsored marketing. A viewer is more

likely to show activity of a click or give attention to messages that are related to

his or her interest area. Thus the more interesting and personalized, the message it,

the larger it is likely to leave a positive impact.

2.

Banner advertising needs to respect the virtual space of the users and it needs to be

positioned on page sideways or top and not move with the cursor as that isconsidered an annoying gesture and can leave negative pushy brand impression.

3.

Customized messaging which takes user activity on social media into account,

when directing relevant brand as per needs of the user is considered to be helpful

and data analytics needs to further work on that ground to appear friendly and

useful and not intrusive.

4.

Business is, ultimately, all about connections -- and not just the professional

networking kind. If you want your message to resonate with customers, give them

something relatable and human to connect to.

5.

Social media is a great way to create awareness and customer outreach. Still, it is

not the only way to put your business out there. A huge space on non social

websites like one sided communication driven blogs and e-commerce areas, need

to have innovation in terms of how to reach a customer without appearing pushy.

There is a critical role that personalized and creative messaging can play in this

area


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Keywords :New Media, Sponsored content, Digital Marketing, Paid Tweets, Facebook

Pages, Indirect marketing, Digital branding, Youtube advertising

Appendix

Interview Transcript

Interviewer: Hi can you please introduce yourself.

Interviewee: Hey I am Srikrishna from Chennai, I am 24 years of age. I did my some part

of schooling in Kolkata and then from Chennai I did my engineering from Anna

university and later on I worked for cognizant the IT firm and after that I wanted to do

marketing that led me to joining MICA so here I am.

Interviewer: So Krishna tell me like apart from work schedule when you get free time

how do you spend that free time tell me about your hobbies in leisure time.

Interviewee: Well you can call me an introvert of sorts so I am not much of social animal

I dont really party hard or anything like that, I do enjoy party but I idea for good party is

something mellow . I dont visualize me doing all that. Apart from that from that if you

ask my hobbies I read a lot but nowadays I find it difficult to take time for reading I playbadminton I love any racquet sports tennis squash badminton Table tennis I have special

bond towards that and apart from that music is my passion I am classically trained for 8

year for local Carnatic classical those are my basic hobbies apart from that I do lot of

social media online so those are also my hobbies.

Interviewer: So there are different ways in which people use social media some use it to

interact with friends some use to stay updated basically more than search engine social

media s use to reach all kind of current affair what is your reason for using social media.

Interviewee: I have variety of reason no one particular reason to use social media. Social

media has now penetrated in many aspects of my life, to keep in touch with my friends

and family who are abroad. I use social media for basically information gathering thats a

huge part of social media. I use social media to get information about all thats happening

around world and just to browse and pull information from it need. I like change going

from one thing to another thing to another using twitter as base.


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Interviewer: So if I have to link your hobbies you must require them in easier format so

along the lines how technology has grown now most of hobbies which we use to practice

as child in real time now we practice as part of virtual reality.

Interviewee: Yes, basically what I do on social media is reflective of my hobbies and

likes so if have look at things I do at social media many of it be related to music or

related to books or movies many of its related to what I do with new social media so for

instance I keep a tab on few composer whom I really like , like Hans Zimmer , A R

Rahman so this are composer I keep an active watch on social media, helps me keep an

active tab on my activities, interests and my hobbies so in that case it complements and

supplements my hobbies so basically it adds new faade to my activities and knowledge

and in this area.

Interviewer: So Krishna you mentioned about you being an introvert so adding further I

believe you dont like intrusion in your personal space. So when you arelisting a song on

YouTube and ad pops up so how much of the space intrusion do you feel you

comfortable with when there are suggestive d and sponsored content popping up in

between

Interviewee: In YouTube I find it very annoying where as in twitter there might be some

interesting content some brand some interesting activation. Going to YouTube I go to

watch the specific content and not ad so ad is major intrusion in twitter its more of you

clicking and that link and doing it in YouTube its like click towatch a video you meet

with an add which you dint even want to watch in first place s its extremely putting off.There have been cases when I have actually not found it entertaining on any level but

there has been few cases which I like but on general level I felt very annoying because

thats not the purpose.

Interviewer: But Krishna interesting is very umbrella term for each person, it means

different to different people.

Interviewee: I meant it is interesting, nowadays attention span is very less and I also

belong to that category so in that when you take that particular case then there are few

ads in that small span, before you click that skip ad something catches our interest in

those 5 sec are very crucial somebody has to kindle my interest they have to do it in those

5 sec.


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Interviewer: At the Same time on twitter there are sponsored tweets that when you

scroll your own space and time line and you see sponsored content do you think you are

able to identify them or you skip them and read them, is there some pattern of same?

Interviewee: More often I dont read them but if hashtag is interesting and if the tweets

suggest something I might be interested in, again interesting is an umbrella term but there

might be anything it might be some interesting music video or some activation or viral

stuff so if I am curious to know more.so twitter thats the thing and its choice you make it

is not intrusive in that sense. It is not focusing you to watch something you dont want to

so you can easily filter it like a mental filter most of time sponsored ads is skipped there

is no compulsion.

Interviewer: Say if talk about Facebook and sport enthusiast website if you go ahead like

a page of Indian cricketer team you immediately get pages to like about players. So doyou find that end of suggestiveness helpful?

Interviewee: Yeah that I find help thats good about social media with all the data

analytics they give what you want and what you dont want so when they utilize it for a

good cause as in they give us good suggestions that helpful in the sense we get relevant

info what we like not that they publicize that mass content which bombards everyone. It

is personalized itsmore pertaining to you and what you like so in that sense we find it

more helpful.

Interviewer: So is that a change those suggestion when compared to using on mobile or

on laptop.

Interviewee: There is a difference the way ad comes on desktop then on mobile .on

mobile its not developed to that extent whereas on desktop and laptop its more

customized on mobile I dont click on suggestion. In mobile its more cumbersome to

navigate .So mobile need to adapt to mobile space.

Interviewer: So you mentioned some ad on general terms being annoying?

Interviewee: Yes for instance there was a recent ad of Nescafe one where he stammers

comedian that got my fancy fist five seconds caught my interest I went ahead and

watched complete ad but also it made me smile and it was a good ad.

Interviewer: There has been a good debate whether it was relevant or not.


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Interviewee: Yes it was not relevant it was good in content but it lacked context.

Interviewer: The amount of flexibility with story teller because of social media and

because of space of YouTube the trend flexibility they have some flexible do you think

its guiding them to come out with better story elaborate plots.

Interviewee: Yes definitely in the sense they have access all the activation that are going

on all the campaign all the content is watching all the storyteller are watching lot of other

story and getting exposed to lot of other good content so that in turn motivates them to

come up with something special and relevant so its not like that add of KFC which says

love for ever but it make no sense ad was good but there was no resonance with ad and

brand absolutely nil so when I see cases like that when content is good but no context so

it makes you smile but it doesnt make you go to brand, so it does not supports brand .

Interviewer: But then there is brand awareness and brand recall takes places.

Interviewee: Yes but I would like it more if there is a proper communication in better

way rather saying some feel good story and a brands name and making no sense what

brands stand for, their content is just for consumption. If what brands stands for is made

in proper story and delivered into proper way(eg. P&Git has always stood for that) it

makes more sense.

Interviewer: So example you are watching YouTube video and in between there is ad of

Rahman show which is about to happen in 5 sec with start with Rahman would you skip

it ?

Interviewee: No I would not .Again in 5 sec if Rahman would come after 5 sec I wouldnt

have watched it so it depends on grabbing attention. So if I go looking for content its

different if content is thrown at me it has to be really really good

Interviewer: Ok now with regards the way in which you see sports and television etc.

how do you see that segments space changing with intrusion of live tweeting of match

some people follow the hashtags .what are way such space can be explored on sponsor

content and suggesting media

Interviewee: This is a boon for sports enthusiasts , if there are many sponsored content

but if target according to our usage patterns for instance my sponsored content is not

same as some else then that would be very acceptable and would work according to me.

So I say customize sponsored content .So there can be lot of content but target should be

selective.


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Interviewer: If I talk about blogs which speaks about beneath there is a link of several

similar article is hat similar in sense of Facebook suggested content

Interviewee: Yes it is more of same thing in Facebook it talks about pages here it talksabout article that you have been reading so if youre visiting blogs again and again its

good chance you visit others block and it can create a chain reaction . So on that sense it

is good so anything which has use of technology which leverages your usage appetite and

leverages your interest and your hobbies and give you suggestion bases on that only

would work to certain extent in my opinion.

Interviewer: But example we talk about twitter and there are people who are followed by

huge mass even if they are not celebrity like Tendulkar he is sports buff and talks aboutIndian sports follow I believe you might be following so if a brand utilize voice of such a

person how much you think trust worthy it is for the followers

Interviewee: It is very big I would say brand would really benefit because this people are

sole media giants they have identity of their own people listen to them example a person

called Ramesh Srivan he is famous for his one-liners and people scroll through his tweets

and read them and within sec he has 20 retweet if a brand uses a guy like him there would

be huge impact because social media celebrities who are not celebrities in real life those

can rally have huge impact on mass

Interviewer: If there is a coffee brand wants to promote itself an uses a popup banner ad

online with film star holding coffee as a banner support ad with option to close that ad

instead of that if they use a person that you follow like twitter celeb we talking about to

induce a positive word of mouth how do you think two things would be different impact

they have on you.

Interviewee: On me I would say guy with social media celebrity would have bigger

impact because I am saturated with banner content and all this is not helping and being

bombarded with so many ads I dont really care and I dont think I cross the close button.

Its a sub concise thing. But with leveraging powers of social media celebrity then its

different then you always need and have a special request to what he says so you hold his

tweets to high seem, so if he says something its believable and trust worthy so their


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reliability quotient is very high and you buy into whatever he says and it cant be done in

overdoes it might affect image of social media celeb.

Interviewer: What use of jingle and music would make an impact on you if its catchy in

5 seconds?

Interviewee: It would you can never forget a catchy tune because it has such a signature

tune it so you can never get bored of that tune .Example Airtel Rahman tune and

everyone using that tune in cars and mobile . so if you create a tune like that and when

you use music to such a good extent and create a hook around it make it catchy and

hummable to audience then you start humming alone whenever it comes. Even Vodafone

ads also have nice hook to it.

Interviewer: Any recent brand which has used this proposition?

Interviewee: There are some old brands using to various form like Nescafe, Raymonds,

Titan. This guys have used signature tune is in so many version using saxophone a jazz

version a piano depending on context if they use old classy guy they use piano for young

jazzy guy they use sax so Raymonds have used music with best way possible.

Interviewer: So I believe the entire experience of a win-win situation between brands

promotion messaging as well primary purpose of content consumption can be enhanced

by customization

Interviewee: Surely nothing works better than customized content and if you work in

saturated world of ads it would be better if a person use a customize it his segment and

not really use mass media cause its not working any more.

Interviewer: Can we talk little bit about whole idea we discussed about YouTube there

are some skip-able ads others you have to watch. Example, Nescafe was catchy enough if

saw if same ad would have come in forceful viewing way would have held it in same

positive way.

Interviewee: This is an interesting question and I really cannot say for sure because adwas good enough despite my frustration I might have watched the ad but if you catch me

in off moods then I would not have watched it.

Interviewer: So personal liberty is critical in spite of how liberating content is.

Interviewee: Definitely it should not intrude in your space and it should not be that

forceful in showing the content it should respect my space it also holds true with respect


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RESEARCH METHODOLOGY TERM 2 PGP 1

to twitter you can one sponsored tweet after 50 tweet if it keeps on bombarding my time

line it would ruin my entire experience of using twitter in first place so I think twitter is

so good platform for so many thing because of its crisp and concise and succinct nature.

Interviewer: Are you on Instagram?

Interviewee: Well I am on Instagram I dont really use it or follow it much.

Interviewer: If your friend and family member on Facebook like a certain content do you

hold their suggestion and you try to see that content.

Interviewee: Yes I do whatever they like is interesting. I do click and see what they like

then depending on what it is I decide whether to read it or not.

Interviewer: So last thing is if I want to like put in that bracket of the web activist you are

an introvert at start you would not necessary go and say on loudspeaker whatever you

like to buy, in the same way if I see your social behavior virtually you would be one of

those people who would post something you like to see in your pool of people.

Interviewee: Again if I like something I would definitely post it, if something that

touches me I would post it to. I am totally social media guy in that sense but again I dont

necessarily post everything I like. Its not so I share everything I like on Facebook I am

very choosey of what I share but I do share it. I am not an inactive guy who scots social

media for content and does noting with it.

Interviewer: So sponsored ad has to be very good to an extent that you can share it

further. That would be it Srikrishna thank you so much for your time.

Interviewee: Thank you too.

Documents

Research On perception of youth towards sponsored content online