Content Analysis of Official Facebook Pages of Prime Minister Schemes in India

International Journal of Research and Innovation in Social Science (IJRISS) | Volume I, Issue V, May 2017 | ISSN 2454-6186

Content Analysis of Official Facebook Pages of Prime Minister Schemes in India

Dr. Rekha Attri1 , Dr. Pooja. S. Kushwaha2

  1, 2 Assistant Professor, Jaipuria Institute of Management, Indore

Abstract: Social media, because of its highly interactive nature has greatly changed the way individuals communicate with each other. With the increased usage of digital technology by the marketers as well as the inclination of customers towards digital platforms to search for information. This study aims to carry out a comparative analysis of the Facebook pages of five prime minister schemes namely- Financial Inclusion, Beti Bachao Beti Padhao, Start Up India, Make in India and Swachh Bharat. The study would help government agencies to analyse their digital marketing efforts for various schemes and also get insights on ways to improve the citizen connect.

Keywords: Prime minister schemes, Beti Bachao Beti Padhao, Swach Bharat, Make in India, Financial Inclusion, citizen engagement, facebook page content analysis

I. INTRODUCTION

Social media, because of its highly interactive nature has greatly changed the way individuals communicate with each other. A large proportion of consumer’s time is spent on social media accessed through their desktops, laptops and mobile devices. With the increased usage of digital technology by the marketers as well as the inclination of customers towards digital platforms to search for information, marketers are keen on trying to figure out ways of being present on social media where millions of customers are present. There has therefore been a huge emphasis on the creation of usable and aesthetically pleasing websites because they serve to create a favourable brand image of the corporation. Further creation of customer centric websites is being emphasised by marketers as more important as compared to product centric websites which were created earlier because these websites serve as an important mode of communication. Schlosser et al. (1999) commented that consumers expressed positive attitudes towards internet advertising as compared to advertising in other media channels. This was because the consumers perceived internet advertising as informative, trustworthy and entertaining.

Social media websites like Facebook, You Tube and Twitter have gained tremendous popularity in today’s generation and this trend has attracted many marketers to explore ways of reaching out to their prospective clients.

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