Effectivenss of Social Media Marketing in the Telecomunication Industry of Sri Lanka

Table of Contents 1. List of Tables 4 2. List of Figures 5 3. Acknowledgement 6 4. Executive Summary 7 5. Introduction 9 5.1. Background of the Problem 9 5.2. Establishment of the problem 10 5.3. Significance / Rationale of the Problem 11 5.4. Objective of the Report 11 5.5. Approach to data collection and analysis 12 5.6. Delimitations of the Study 12 5.7. Outline of the report 13 5.7.1. Introduction 13 5.7.2. Literature review 14 5.7.3. Study design 14 5.7.4. Data presentation and analysis 14 5.7.5. Conclusion and recommendation 14 5.7.6. List of references 14 5.7.7. Bibliography 14 5.7.8. Appendices 14 6. Literature Review 15 6.1. Understanding the Effectiveness of social media marketing 15 7. Study Design 20 7.1. Methodology 20 7.2. Sampling 21 7.3. Data Collection 21 7.4. Data Analysis 22 7.4.1. Open Coding 22 7.4.2. Axil Coding 23 7.4.3. Selective Coding 23 8. Data Presentation and Analysis 24 8.1. Findings on Facebook fans 24 8.1.1. Understanding on social media 26 8.1.2. Purpose of Usage 27 8.1.3. Usage Pattern 28 8.1.4. Objectives 30 8.1.5. Understanding of effectiveness 31 8.1.6. Content 31 8.1.7. Interaction 32 8.2. Findings on Service Providers 35 8.2.1. Understanding of Social Media 36 8.2.2. Purpose for usage in Business 36 8.2.3. Interaction 37 8.2.4. Objectives 38 8.2.5. Effectiveness 39 9. Conclusions and Recommendations 41 9.1. Conclusions 41 9.2. Recommendations 42 10. List of References 43 11. Bibliography 44 12. Appendices 45

1. List of Tables

Table 1: Final coding frame work of Facebook fans after reduction of initial coding framework
Table 2: Final coding frame work of Service provider marketers after reduction of initial coding framework

2. List of Figures

Intentionally left Blank

3. Acknowledgement

There are lots of people whom I need to acknowledge who has helped me in various ways to successfully complete this research.
Mr Sidath Wanaguru, my supervisor who always provided guidance whenever I got stuck with my research. Without him I would not have been able to complete my research on time.
Mr Ravi Bamunusinghe, ,my lecture who gave me the required theoretical knowledge on various phases of the research. His knowledge on theory and research methodology was really helpful during my research designing process.
All participants whom I interviewed, including the professional staff members of the respective service providers were are great help for the successful completion of this research.
Finally the people who have researched in similar areas of subject from whom I have gained huge amount of knowledge which really helped me in this research.

4. Executive Summary

This research is conducted in order to understand the effectiveness of social media marketing in the telecommunication industry in Sri Lanka. Telecommunication industry is a well established industry in Sri Lanka which is highly competitive and contributes more than 2% to the GDP. Social media is an immerging socializing and networking technology communication tool that is used by individuals to share information, keep connection and communicate. Social media is used for business objectives mainly in to marketing all over the world, it has become a hype in the field of marketing. When an observation was done using the Facebook one the popular social networking sites in Sri Lanka, it is revealed that out of the total 1,058,680 users of Sri Lankan Facebook fans who are over 18 years of age only 257,260 has subscribed to the telecommunication industry Facebook pages. More over out of the 1,058,680 users in Facebook 410,740 users have said they are interested in the mobile category. Therefore it is observed that telecommunication companies have not been able to attract at least the people who are interested in their domain. Therefore at the face value it seems that the social media campaigns are not effective. A research was designed to understand the effectiveness of social media marketing in the telecommunication industry based on the above observation. Since the literature on similar research is limited due to social media being a new trend an exploratory research is based on the grounded theory. Based on the literature review it was understood that in order to understand the effectiveness of social media for marketing it has to me evaluated against the objectives of the marketer’s and consumers objectives being met through interaction between them. Sample was drawn from consumers [Facebook fans] of three mobile operators and marketers from three mobile operators using judgmental sampling since the study is exploratory in nature and the outcome from the sample is not analyzed quantitatively rather logical relationship is build between the sampling technique and the research topic. Data collection was done using in-depth interviews and the data analysis was done using the inductive method using grounded theory (Glaser and Strauss 1967). Once the analysis was done the findings reflected that the consumers and marketers have collectively achieved each other’s objectives hence social media marketing is effective in the Sri Lankan telecommunication industry. However there are many areas of improvements that telecommunication industry can carry out with relate to their content, response and improvement in the areas of service requests. Complete study of this research is out lined and explained in the following of this document.

5. Introduction 6.1. Background of the Problem

Sri Lankan telecom industry is one of the stabilized industries in the Sri Lankan economy. The industry is a US $ 0.8 Billion industry and has more than 2% direct contribution to the GDP. Sri Lanka now boasts of one of the most sophisticated telecommunications industries in the region, perhaps on par with many developed nations. Although the telecom industry is well established industry in Sri Lanka, it is also one of the most competitive industries. The biggest challenges have been retention of existing customers and price competitiveness. Product diversification is another challenge that the industry is facing to offer value added services to its customers in order for customer retention. Social media has been the latest culture in the information technology sphere for about 2 to 3 years. The ways that information has been sought by the users have changed dramatically. For example individuals do not go seek information now; rather the information is fed to them from various networks residing in social media. Since the users spend a quite significant amount of their time on social networks it’s a good source or a medium to reach potential customers. It is also a medium that can be used to provide instant updates or information to its existing customers. Today it has become hype in the field of marketing to use social media for marketing.

6.2. Establishment of the problem

Today social media marketing has become hype. Every organization is practicing social media in their own ways. Organizations practice social media by having just creating a fan page in each social media tool, to out sourcing the creation and maintenance of social media platform to a third party. Some campaigns seem to be well targeted, planned and directed towards certain objectives while the others look just as a mere attempt to highlight the fact that “we exist in social media”. Similar to other industries social media is widely used in the Telecommunication sector in Sri Lanka. From an observation done using the famous social media network Facebook following data was gathered on the 15th of February 2012, * Total Number of Facebook users who are over the age of 18 years in Sri Lanka = 1,058,680 * Total Number of Facebook users who are over the age of 18 years in Sri Lanka & who like the category mobile = 410,740 * Total Facebook fans of the telecommunication companies in Sri Lanka = 257,260 When we analyze the above data we can see that the telecommunication companies have not even been attracting people who are interested about mobile to their Facebook fan pages. In that context what is the effectiveness of social media marketing in the telecommunication industry? Therefore it is essential to understand the effectiveness of social media marketing in the telecommunication industry.

6.3. Significance / Rationale of the Problem

The significance of the problem could be broken down in to the following areas, To the researcher – I will be able to include this research topic in my Curriculum Vita making it more attractive in giving me job opportunities. This will also enhance my knowledge on the fields of social media marketing. It will also be useful to complete my Post graduate diploma. To Where I Work –Since the organization I work is a System Integrator who provides solutions in the areas of converged communication [ communication using voice, video & data] this newly acquired knowledge will enable us to provide more targeted solutions addressing the specific needs of the telecom industry when it come to communication with its customers using social media. This will also give us an opportunity to improve our product portfolio and look at new product development with regard to telecommunication industry. To telecom industry – understand the customer expectation in a social media campaign. Understand the effectiveness of their social media campaigns. By gaining this knowledge telecom industry can take corrective measures to make their campaigns more effective and also improve the campaigns To marketing – Understand the social media effectiveness in terms of the interaction between the marketer and the consumer. Provide justification on social media marketing with a new perspective in to the measurement of social media marketing effectiveness. 6.4. Objective of the Report

* Understand the objectives for telecommunication industry in Sri Lanka to engage in social media marketing. * Understand the consumer expectation and motivation to engage in social media marketing with respect to telecommunication industry. * Understand the effectiveness of social media marketing in the telecommunication industry in Sri Lanka

6.5. Approach to data collection and analysis

Primary data collection method would be using face-to-face In-depth interviews. This method has been selected due to research been a qualitative research. The interviews will be carried out with each individual for a minimum of 30 minutes period. The interview will be audio recorded with the consent of the participant. Data is collected from the telecommunication industry marketing managers as well as consumers who are Facebook fans. Data analysis will be based on inductive data analysis approach. This method was selected since the study is an exploratory study in nature and is taking an inductive research approach. The audio recorded data would be transcribed to text; notes will also be taken during the interviews and those notes together with the transcribed text would be analyzed during the data analysis phase of the project. Data analytical procedure will be based on the grounded theory. The base theory for research design and for the grounded theory is Glidens Structuration theory in 1984. Data summarizing, categorizing and structuring would be done during the data analysis process.

6.6. Delimitations of the Study

The study has several delimitations as follows, * The study is limited to three players in the telecom industry in Sri Lanka; however these three players are the ones who are actively engage in social media marketing. The three operators are mobile operators, fixed line operators are excluded from this study. Since time is a limiting factor in this research the research is limited to these three operators. * Only Face book is assessed as a social media marketing tool. Due to time being a limiting factor only Facebook is used. * Sample size and method is delimitation in this research since only six fans are interviewed of each telecommunication provider. The consumers are limited to Colombo and therefore are limited to one geographical area.

6.7. Outline of the report 6.8.1. Introduction * Background of the problem which consists of background of the telecommunication industry in Sri Lanka, introduction about social media and how social media is used in Sri Lanka. . * Establishment of the problem, How observation of Facebook fans of each telecommunication company in Sri Lanka clearly shows that the industry has not been able to attract a significant number of fans who are interested on mobile category. This at the face value shows that social media has not been effective in attracting its users. This section therefore discusses how the problem is identified and builds in a logical way. * Rationale/ Significance of the problem How this research is important to the researcher, researchers organization, to marketers in general and the telecommunication industry * Objectives of the report what objectives will be achieved by this research. * Approach to data collection & Analysis data collection methods and how the data will be analyzed * Recommendations & de limitations recommendations that emerges from the research and the limitations of the research in the areas of time, geography etc. * Outline of the report 6.8.2. Literature review * Theoretical basis of the problem and recommendations 6.8.3. Study design * Factors that cause the problem * Inter relationship among causes of the problem * Data collection methods 6.8.4. Data presentation and analysis * Data presentation and findings of the study 6.8.5. Conclusion and recommendation * Summary of the problem * Conclusion & recommendation 6.8.6. List of references 6.8.7. Bibliography 6.8.8. Appendices

6. Literature Review

7.8. Understanding the Effectiveness of social media marketing

Literature review in this report was focused on finding previously conducted researches in the area of understanding the effectiveness of social media in marketing. Several journal articles were reviewed in order to build further knowledge and develop and understanding with regard to the subject area. The literature review was also useful in developing the research methodology and in data analysis. Following is the critical evaluation of the literature review which in the end became the base for the research.
Can You Measure the ROI of Your Social Media Marketing? (Hoffman & Fodor 2010, p.41 ) The above literature discusses about the ROI measurement of social media. It is used as a method of redefining the ROI and using that method to measure the effectiveness of social media effectiveness. In this article Hoffman & Fodor discusses about defining the ROI by looking at the consumer investment rather than the organization or the marketer. It first criticizes the usual method of measuring the ROI by looking at the cost of launching or carrying out the campaign against the output produced by the campaign in terms of revenue, new leads etc. Then it focuses on asking to focus the measurement by thinking about what marketing objectives such a campaign may satisfy (e.g. brand engagement) then looking at the why the customers would engage in that campaign (e.g. gain product knowledge) and by looking at what behaviors they might engage in once they get their (e.g. posting a comment about a previous purchase experience). It also argues that these behaviors as the consumer’s investment on marketer’s social media efforts, and these behaviors can be measured. Besides this argues about another important factor of the nature of social media marketing, which is create and consume behavior. The consumers in addition to the content publish by the marketer creates content (e.g. comments on a Facebook site or a review in a blog site) which another consumer may come in to contact with and often responds. Since the contents are also created by consumers and other consumers consumes it is called create and consume medium by the consumers. The marketer does not have the 100% control over the communication that he intends to do with its target audience. This article also develops a social media measurement framework focused on key social media tools by looking at the social media objectives of the marketer.
Although this article introduces to new insight about looking at social media effectiveness by a proxy of ROI from a different angle of consumer perspective, its frame work is limited to Brand awareness, Brand Engagement and word of mouth. It lacks the areas of social media being used as a tool as a whole in customer service, relationship building, information seeking etc. Therefore the framework or the social media metrics for assessing the effectiveness of the campaign may be too limited. However the framework can be used as a starting point for the marketers since it has measurable parameters linked to it.
Value is derived not only from the primary distribution of branded content but also the additional interactions that result as users share, participate with, and propagate advertising content. (May 2009, p.3)
The above literature discusses about the standard definitions for Social Media Metrics. With the rapid growth seen in the Social Media space in recent years, many publishers and vendors are offering supplemental performance metrics to their clients as additional ways of gauging advertisement effectiveness. This document defines these supplemental metrics in more detail in an effort to stimulate growth by making the reporting of metrics for agencies and advertisers across multiple media partners more consistent. May’s metrics is more detailed in comparison to other literature. However these metrics are too technical and mechanical in nature, for an example it looks at the number of fans in a fan page more the number of fans more the effectiveness. Therefore it has missed the focus on measuring the objective of the interaction between the marketer and the consumer. For an example a fan page which has marketers and consumers who interact with out a focused objectives does not create a effective social media platform for either party.
The Structure of any given interaction, which is jointly determined by the marketer and the consumer, has a significant impact on the consumer-marketer interaction and is a critical factor in marketing communications and subsequent effectiveness (Stewart & Pavlou 2002,p.377)
Steward &Pavlou in the above article argues that in order to measure the effectiveness of social media that you will have to measure the interaction between the marketer and the consumer. Further argues that the interaction to be the unit of measurement. The literature focuses on interactive media. Discusses about the failure of traditional measurement methods used to measure the traditional mediums like TV & Radio, which is one way communication being used to measure the effectiveness of interactive media such as social media. It mainly focuses on measuring the interactive nature of the communication between the marketer and the consumer based on the objectives of each other. Secondly it focuses on measuring the interaction in a structural context whose meaning is influenced by goals. Thirdly effectiveness measures must reflect dynamic, longitudinal nature of adaptation process that aligns the structure with the interaction.
Though the literature is focused on measuring the interaction between the marketer and the consumer it has to be measured, with in the structure and goals of each other. This structure keeps on changing reflecting a duality in nature, that is structure influence the interaction and interaction influences the structure.
If we were to take a simple example a marketer may start a social media campaign with the intention of understanding new product improvements from a user’s perspective. Marketer wants to understand how the consumer is using the product and in what way the consumer thinks that the product can improve to serve the consumers purpose. On the other hand the consumer may engage in the campaign in order to complain about the limitation on the product or also to request a product improvement. Though the objectives of the two are not similar the objectives are aligned and they can start a successful effective interaction. Now as it may go on the focus at initial stages would be for each other’s objectives, but as the interaction of the two grows stronger the objectives become secondary and the interaction becomes primary. Then in addition to each other’s initial objectives they may have new objectives arising from the interaction and it will go on creating new objectives and full filling them.
With this knowledge it is understood that the effectiveness of social media cannot be measured directly in a quantifiable manner. Since social media is all about creating relationships and sharing information with in those relationship boundaries it can be understood that there has to be a human element or a social element involved in the measurement. If I were to elaborate on this with an example let’s look at two different hypothetical Facebook fan pages called A & B let’s assume that A has a fan base of 1000 who are interactive and share information may be relevant or irrelevant to A’s product portfolio, however due to the spiral behavior of Facebook A’s brand awareness keeps increasing. A share its latest discounts and offers and keeps its fan base interactive. Now let’s assume that B has only one interactive user who interacts with B’s marketers. What if B’s fan comes and give a feed back on product improvement that he sees as important which in turn turns B’s product to an innovative product that earns billions after that. Now at the face value which ran the most effective campaign. A had more users B had only one. A got its user’s attention but B got the most out of the campaign by creating a new product earning Billions.. Now one can argue B is more effective than A at the face value or in a mathematical analysis. But when you put objectives of each of these organizations to engage in social media marketing story becomes different. If A’s objective was to create brand awareness through its campaign its campaign was effective similar to B’s campaign. Therefore it is vital that when measuring the social media effectiveness the campaign objective becomes important. The outcomes have to be quantified based on the objectives. Now since social media is an interactive medium there are two objectives one is of the marketer and the other is of the consumer. Therefore if we were to measure the effectiveness of social media we need to go out of the traditional way of quantitatively analyzing effectiveness in to a new method of qualitatively understanding the effectiveness of each social media campaign within the context of marketers and consumers objectives. In other words although the marketer and the consumer may have totally opposite objectives yet through rich interaction with each other realizes each other’s objectives the social media campaign has to be taken as effective.
Structuration Theory – (Giddens 1984)
Giddens (1984) defined structure in terms of a fundamental duality, in which structure is both (1) a mechanism for the organization of interactions (processes) and (2) the outcome of such interactions. Structuration theory assumes active, knowledgeable, and purposeful actors whose actions are governed by pursuit of their own goals and their interpretation of existing structure.
The central idea of Structuration theory is that structure influences interaction, yet structure is also the result of previous interactions. Structure is defined as the recursive set of templates, rules, capabilities, resources, and informal understandings that are the contextual constraints those consumers and marketers draw on to interact and attempt to reconstitute during their interactions.
Giddens Structuration theory is used as the base theory for this research design and it is used merely as the base theory in data analysis but without preset assumptions in data analysis.

7. Study Design

8.9. Methodology

As discussed in the literature review there are two schools of thoughts when it comes to measuring the effectiveness of social media marketing. One is the traditional school who believes that effectiveness is a quantitative measurement and argues that it can be measured by using a yard stick or a proxy method like ROI. The other school of thought criticizes this method and discusses that the ROI measurement has to be reworked and it has to be measured from the consumer point of view. As I have explained during the literature review this research is aligned to the second school of thought who says that social media ROI has to be re defined. However this research diverts from it by not using ROI as a measurement but rather try to understand the effectiveness of social media by analyzing the interaction between the consumer and the marketer with respect to their objective. Since there aren’t many literatures on this method of looking at social media effectiveness the research has become more exploratory in nature. The research is designed based on the inductive process and takes a qualitative approach. The research is broken down in to three sub objectives as, * Understanding the social media objectives of the marketer * Understanding the social media objectives of the consumer * Understanding the effectiveness of social media marketing in the telecommunication industry in Sri Lanka.
Adopting this method to Understanding of the effectiveness of social media was derived from the Giddens (1984) theory of Structuration. Since social media is a social phenomenon and Structuration theory describes and focuses on discussing the interaction between the marketers and also explains the dual nature of interaction forming the structure and structure influencing interaction which was a result of previous interaction. Structuration theory is merely used to design the research process and is not carried to the research as a theory to be tested.
The approach taken in the research is based on Classic grounded theory (Glaser and Strauss 1967). 8.10. Sampling

The sampling method used in this research is purposive sampling [judgmental sampling] under non probability sampling category. The purposive sampling was selected due to the necessity of speaking to selected individuals in the telecom industry [to understand the objectives of telecommunication industry to engage in social media marketing]. Besides using grounded theory and the sample size being small was another reason to select the purposive sampling method. Homogeneous sampling technique is used under purposive sampling method since it enables to study the group in depth and also it gives the maximum variation in the sample.
The sample sizes are as follows, Sample of marketing managers in the telecommunication industry is three. Each from the leading telecommunication service provider ( Dialog, Mobitel & Etisalat) The number of Fans is = 18. Six from each service provider Facebook fan page, three male and three female. Sample size in this research is not significant since the study is exploratory in nature. Therefore the objective in sampling is to build a logical relationship between the sampling technique and the research topic and the generalization is made to the theory.

8.11. Data Collection

Primary data collection method would be using face-to-face In-depth interviews. This method has been selected due to research been a qualitative research. The interviews were carried out with each individual for a minimum of 30 minutes period. Some of the interviews were audio recorded where the participant did not have any objection. Data is collected from the telecommunication industry marketing managers as well as consumers who are Facebook fans. The in-depth interview was be based on a discussion guide, which is focused in the areas of, * Understanding on social media * Expectation to engage in social media * Social media interaction * Understanding the importance of social media effectiveness * Attitude towards social media
Once the initial data collection has been done the interview will be stopped and the data will be analyzed. The subsequent data collection will take place with the newly acquired knowledge and the subject areas that have been saturated will be replaced with new subject areas that need to be probed, hence the discussion guide will be altered to include the new subject areas. 8.12. Data Analysis

The approach to data analysis is an inductive analysis and the qualitative data analysis procedure is based on grounded theory (Glaser and Strauss 1967). Data analysis and data collection is used interchangeably. Knowledge gathered through the analysis of data will be the base for the subsequent data collection. The grounded theory by Strauss and Corbin (2008) is structured and systematic with set procedures to be followed at each stage of analysis. Therefore the research is using the procedures out lined by Strauss and Corbin. 8.13.9. Open Coding The data that has been collected was disaggregated in to conceptual units and assigned a label. The same name was given to similar units of data. The data units are categorized into categories in order to have a more broad level understanding of data. Categorized data was used to have an understanding on the themes that arose from the data which was used to focus on the subsequent data gathering. 8.13.10. Axil Coding During the axil coding, relationship between the categories that emerge from the data was identified. Once the relationships were identified they were verified against the entire data set that has been collected. 8.13.11. Selective Coding

During selective coding the categories which had relationships were analyzed. A category that had relationships and that could be developed in to a principle idea from rest of the categories was selected. Other categories which relates to the core idea were also selected to build an explanatory theory about the research.

8. Data Presentation and Analysis

This study details the findings of the in-depth interviews conducted with the facebook fans and marketing mangers of selected service providers. The findings are as follows. 9.13. Findings on Facebook fans

The data gathered during the in-depth interviews were categorized in to following categories during open coding and then further broad level categorization was done during the axil coding based on the relationship of the categories. The following are the categories that the data represented.
Table 1: Final coding frame work for Facebook fans after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Technology * Social media tools * Sharing Views moments * Networking * Communication channel | | | | | Purpose for usage | * Information * Service request * Work related * Copying the technological Usage * Synergize * Being in touch * Brand Loyalty * Competition * Promotions * Updates * New arrivals * Facilities * Product details * Specifications * News | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * Usage patterns of Social media * Usage * Usage patterns of Social media in future | | | | | Objectives | * Response from service provider * Expectation * Cool stuff | | | | | Understanding of effectiveness | * Effectiveness * Effectiveness measurement | | | | | Content | * Content Relevance * Content Richness * Content Type * Content Attractiveness | | | | | Interaction | * Engagement |

9.14.12. Understanding on social media Understanding on social media among the Facebook fans were clear but different to one another, the tools that they were using were Facebook, twitter, LinkedIn. Most of the fans were using more than two tools but some had misunderstood the social media tools with tools like skype. Overall understanding on social media was satisfactory among the fans.
Interviewer: “What is social media? What do you understand when I say social media?”
01DMP: As I understand it, Social media is a technology driven medium used to share the views of each other Not only views, moments as well
-26 years old , Male , Professional
Interviewer: What social media tools are you using?
02MMP: Facebook / Foursquare / Twitter / You tube * Early 30’s ,Male, Professional

9.14.13. Purpose of Usage Purpose of usage assesses the need for the Facebook fans necessity for them to subscribe for pages in Facebook. Among various reasons out lined by the participants most prominent reasons were things like to get information, updates, promotions, product details while there were less prominent reasons like brand loyalty and work related. Few users were subscribing due to work related activities
Interviewer: “Do you like Facebook pages of other organizations and why?”
01EMP:” yes I do because I can get more information about those organizations by reading their pages & I can get new updates about those organizations” * Early 20’s , Male, Professional Some of them has the purpose of looking at what the other users are saying about the brand or the product.
Interviewer: Do you like FB pages of other organizations and why?
04MFP: Yes I like to see what good brands about the world is doing, I like to see the latest information on those , what people are saying about those products
Interviewer: Do you trust what other users are saying about those brands
04MFP: Yes , users are the best people to know * Late 30’s, Female, Professional

* 9.14.14. Usage Pattern

Usage pattern is about how long the fans engage in Facebook on a given day, how many telecommunication service providers have they subscribe to and what they think about how social media will be used in and now future. One of the key aspects that were revealed from the research is that most of these users if not all of them had subscribed to more than one telecommunication Facebook page. As far as the time was concerned it varied from 10 minutes per day to 8 hours per day. 8 hours per day was by a student. The average engagement time was in between 1-2 hours, and they were all professionals.
Interviewer: “how long do you engage in FB for a day?” 05EFP: “1 hour”
Interviewer: “Have you subscribe to any of the mobile operators? and why?”
05EFP: “Dialog, Etisalat, Airtel, to get information and see promotions”
Interviewer: “what future do you see in Social Media?”
05EFP:” it’s good for people to have fun while they are involve in other activities so I guess it will stick around” * Late 20s, Female, Professional

Interviewer: “Have you become a fan on any Facebook site?”
02DMS: “yes, lot of Facebook sites”
Interviewer: “any Telecom companies?”
02DMS: “mobitel ,Etisalat ,Airtel,dialog,hutch”
Interviewer: “How long do you spend per day on social media?”
02DMS: “normally I am in Facebook for 8 hours”
Interviewer: What future do you see in Social media?
02DMS: I think it is the best way to give the message to the peoples at a very cheap price * Early 20’s, Male, Student
In the following conversation the user clearly defines the usage pattern of his from this social media sites.
Interviewer: how? 01EMP: we don’t want to go all around finding about the information on the things what we want by reading or by watching we can get what information we want Interviewer: you mean you don 't have to go shopping? 01EMP:just think we want to buy a phone but I want low price phone , so we don’t want to go to all the shops asking how much is that, we can just find that all the information on SM and reviews about it from other users then we can go & buy that phone from the right place because all the information is shared on SM * Early 20’s , Male, Professional

9.14.15. Objectives

Objectives is the category where the user’s expectations in terms of what they are expecting by becoming fans of these telecommunication Facebook sites are listed. This is the core category with in this data set of Facebook fans. Mostly what they were expecting was information about those service providers through Facebook, their promotions, updates, new services being launched. Some of the users were interested in interactive activities like games, competition, quiz or puzzles Very few were talking about service request as an objective.
Interviewer: Have you subscribe to any of the mobile operators? and why?
05EFP: Dialog, Etisalat, Airtel, to get information and see promotions * Early 30s, Female , Professional

Interviewer: why did you subscribe or became fans of these mobile providers
02DMS: because it is use full for me to get the good service and new detail internet package, to know the low call charges * Early 20’s, Male, Student

Interviewer: What are the operators you have subscribed for?
03DMP: Dialog and Mobitel Interviewer: Why have you subscribed to them?
03DMP: To get information about their products, services * Mid 30s, Male, Professional
The expectations were measured as a way of suggested improvements to the fan pages and the responds were as follows,
Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? 03EFP: Well speed responses, more promotions * Late 20’s , Female, Professional

9.14.16. Understanding of effectiveness

Understanding of effectiveness category was assessing to see user’s perspective of the effectiveness in social media marketing. The responses were that it was effective since it is a cheap media, coverage, viral effect, has far reach ability to the world.
Interviewer: Do you think social media marketing is effective? & how?
02DMS: yes, because not only Sri Lankans but also other country people also can know it ,and it is very cheap , after we see information we tell about it our friends and family * Early 20’s, Male , Student 9.14.17. Content
The content was assessed and it was revealed that the fans actually respond to content. They were looking at content type, content accuracy and relevancy.
Interviewer: what type of information do they provide?
05DMP: Films, competitions, promotions, FB Polls Interviewer: Is this content relevant to you?
05DMP: Yes when I have time I look at it. It’s not very important but I don’t mind going thorough it when I have time

Interviewer: What type of comments do you put
05DMP: Depends on the content, Mostly for promotions and if something very attractive, I share it
-Late 20’s, Male, Professional

Interviewer: what type of information do they provide?
05EFP: All kinds of I guess, to be specific promotions, news, competitions Interviewer: Is this content relevant to you?
05EFP: some of them, but yes Interviewer: Is the content up to date
05EFP:Well yes * Early 30s, Female , Professional

9.14.18. Interaction

Interaction is Facebook responses (comments, likes, participation) by the fan on respective Facebook sites. When the interaction is high it shows that the fans are responding to the marketers or organizations marketing efforts. Following were the responses from the fans with regard to the interactions that they do. Most of the users were sharing information if it’s relevant to them, and serves their objectives of becoming fans on those respective sites. But some of them were bit reluctant in commenting on it. Some were participating in it.
Interviewer: You said you use FB to get better service,:have you done any service request or complain for these Mobile providers?, can you tell an example
02DMS: in our area still we don’t have hutch 3G I told it
Interviewer: ah ok so did hutch response? what was their feedback on your complain?
02DMS: yes, they will give it our area soon
Interviewer: did they response quickly to your comment in the FB site? 02DMS: yes * Early 20’s, Male, Students

Interviewer: Do you get involved in their FB pages by putting comments or share their information
02MMP: Sometimes I comment on competitions and share something important for my friends
-Late 20’s, Male, Professional
When they don’t have time they don’t interact with the fan book pages,
Interviewer: Do you get involved in their FB pages by putting comments or share their information
03DMP: No
Interviewer: Why not
03DMP: I don’t have time
-Early 30’s, Female, Professional

When the content is new and when they enjoy the content they tend to share it. The user is aware of the promotions that the service provider is running
Interviewer: Do you get involved in their FB pages by putting comments or share their information
03EFP: I like them some time but not comments Interviewer: Why do you share their information?
03EFP: If its new I share it Interviewer: what type of information do you share?
03EFP: Nothing specific anything I enjoyed I share it
Interviewer: What are the promotions that they are doing now?
03EFP: Etisalat did a promotion on tabs and 3G dongles

9.14. Findings on Service Providers

The data gathered during the in-depth interviews were categorized in to following categories during open coding and then further broad level categorization was done during the axil coding based on the relationship of the categories. The following are the categories that the data represented.
Table 2 : Final coding frame work for service provider marketers after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of social media | * Social media tools | | | | | Purpose for usage in Business | * New trend * Increase in usage * Part of business | | | | | Interaction | * Response time * Resources * Specific team * Marketing team * Different team | | | | | Objectives | * Feed back * Promotions * Update information * keep in touch * engage with fans * handle competition * Gather information * Reduce customer complains * Sharing information | | | | | Effectiveness | * Effectiveness * Measuring effectiveness | | | |

9.15.19. Understanding of Social Media

Understanding of social media among the marketing team was up to the expected level, they see social media as a tool that is use to share information; keep in connections and a technology to share information. They were personally using social media tools such as Facebook, Twitter, LinkedIn, Youtube, Slide share, Foursquare.
Interviewer: How do you define social media and what tools do you use?
01SMP: Well social media is a way of communicating with people who are friends, relatives, customers and you share information. I use tools like facebook, Linkedin, youtube, flicr, foursquare, slide share * early 30’s, Male, Professional

Interviewer: How do you define social media and what tools do you use?
03SMP: It’s a technology that people use to share information, keep connections and communicate with each other. I use Facebook & LinkedIn
-Late 30’s,Male, Professional 9.15.20. Purpose for usage in Business
Social media is seen in different ways by marketers when seen as a business tool, it’s seen as a communication tool, supporting channel, and sees it as a part of business.
Interviewer: How relevant social media for business
03SMP: it’s part of business now and It’s very relevant
-Late 30’s,Male, Professional

Interviewer: How relevant social media for business
01SMP: its relevant because now everyone is in social media so it’s a new communication channel, supporting channel and it can be used for various things in business
Interviewer: How does your organization see Social media as a business tool? 01SMP: well we are very much in to it and we see lot of potential in it
-early 30’s, Male, Professional 9.15.21. Interaction

Interaction is used to understand weather the service providers have specific, trained teams and resources to engage in social media marketing, in order to keep up with user queries and much anticipated response times. Sometimes the social media activities are handled by specific, different teams but sometimes it’s a part of marketing
Interviewer: do you think weather the response time to any comment or queries an important factor?
01SMP: yes Interviewer: Do you have trained people to respond to fan interaction
01SMP: yes * Early 30’s, Male, Professional

Interviewer: what is the involvement of your employees in the social media activities are they part of it?
02SMP: Handled by a specific team
-Early 40’s, Male, Professional
The expected interaction by the marketers from the fans were active participation to sharing of information to make it viral, competition comparison, take part in competitions.
Interviewer: what type of interaction do you expect from the fans?
03SMP: we want them to share the content and make it viral so new users will come. We want their fee back on product improvements, coverage issues, and comparison with competition

9.15.22. Objectives
Objectives for the marketers or the service providers to engage in social media, in other words their expectation from social media with respect to the fans, those objectives vary from promotions, being in touch with the fans, provide information, Gather information, Reduce customer complaints.

Interviewer: what are your social media strategies?
01SMP: we use it for many things like promotions, being in touch with our fans, and information like new products
-early 30’s, Male, Professional

Interviewer: what type of interaction do you expect from the fans?
03SMP: we want them to share the content and make it viral so new users will come. We want their fee back on product improvements, coverage issues, and comparison with competition
-early 40’s,Male, Professional

9.15.23. Effectiveness
The effectiveness looks at weather the marketers understanding on the effectiveness and the methods use for measuring the effectiveness. They measure the effectiveness based on the campaign ROI, Looking at user growth and response to the campaigns.
Interviewer: do you think social media marketing is effective?
01SMP: yes
Interviewer: How do you measure the effectiveness?
01SMP: Well we look at campaign ROI, but it’s very difficult, we look at how successful the campaign has been
Interviewer: How do you see marketer and consumer interaction as a method of evaluation?
01SMP: When the interaction is high it’s effective
-early 30’s, Male, Professional

Interviewer: do you think social media marketing is effective?
02SMP: yes , many companies are doing it now
Interviewer: How do you measure the effectiveness?
02SMP: promotional outcome, engagement of users
-early 40’s, Male, Professional

9. Conclusions and Recommendations

10.15. Conclusions

Understanding on the social media tools and technology is up to the satisfactory level with the Facebook fans as well as service providers. It can be seen that in Sri Lanka Facebook is the social media tool that is vastly use since everyone was mentioning Facebook as a social media tool. Although other tools such as LinkedIn, Twitter, YouTube was also revealed, they were not as prominent as Facebook. Therefore the decision of service providers to give prominent to the social media marketing tool Facebook is justifiable and effective. Purpose for subscribing to social media pages varies from Information purpose, Service request, Work related, being in touch, brand Loyalty, what competitive products or similar products are doing, promotional information, updates, product details, specifications and news updates. Though there is a vast variation in the purpose for subscribing to pages it all seems to be leading to one thing, which is receiving of information with regard to various things. With reference to the usage patterns of the users it clearly shows that average user spends about 1-2 hours on Facebook. They have subscribed for multiple service providers to get information and promotional campaigns. Objectives for the fans to subscribe for Facebook pages is expecting information about those service providers, their promotions, updates, new services being launched. Some of the users were interested in interactive activities like games, competition, quiz or puzzles and service request as an objective. Similarly the objectives of the service providers to engage in social media are also quite similar and have the purposes such as promotional campaigns, keeping in touch with the fans, provide support information, service requests. Therefore it is clearly apparent that the objectives of the companies are aligning with each other’s purpose. In that context we could come to the conclusion that social media marketing is effective in current context. However there are improvements that can be carried out by the marketers to really align with the expectation of the consumer. Since most of the subscribers are subscribing to multiple sites to find information the subscriber base representation in the market is not represented in the Facebook fan base of service providers. The users have revealed that they participate only when the content is relevant, rich, interactive and updated. By considering all of these facts we can come to the conclusion that initial observation of non representation of Facebook users on service provider fan pages is not relevant in terms of social media effectiveness. As per the literature it is understood that as long as the objectives of both consumers and marketers are satisfied social media is effective.

10.16. Recommendations

Based on this study following recommendations can be made, * Service providers need to have a clear marketing strategy in terms of social media marketing, focusing on the areas like quick response to user queries, service requests and trained people handling interactions. * Service providers need to provide relevant, attractive, up to date content in order to get the users response and re propagate the content by sharing or engaging. * Response time is a key factor for the interactions that needs to be improved * The service providers need to improve their service request or customer complain handling since it was not seen as an objective among the users * Constantly monitor weather the users are interacting with them since only strong relationship and interaction can lead to social media being effective.

10. List of References

* Golbeck, J., 2011. Predicting Personality with Social Media. Human Factors, pp.253-262. * Hoffman, D.L. & Fodor, M., 2010. Can You Measure the ROI of Your Social Media Marketing? MIT Sloan Management Review, 52(1), pp.41-49. * Paine, K.D. & Chaves, M., 2010. Social Media Metrics Listening , Understanding and Predicting the Impacts of Social Media on Your Business. Intelligence, (May). * Perera , July 2010 Sri Lanka’s Telecoms industry on the path to recovery, Proactive investors in USA & Canada, USA, 3 February 2012, <http://www.proactiveinvestors.com/companies/news/7025/sri-lankas-telecoms-industry-on-the-path-to-recovery-7025.html > * May, R., 2009. Social Media Ad Metrics Definitions. Media, 2009(May), pp.1-12. * McCarthy, Idevnews | Harvard Business Review Analytics Services Studies Social Media. [February 20, 2012], <http://www.idevnews.com/stories/4481/Harvard-Business-Review-Analytics-Services-Studies-Social-Media.>. * Stewart, D.W. & Pavlou, P. a., 2002. From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media. Journal of the Academy of Marketing Science, 30(4), pp.376-396. * Trusov, M. & Bucklin, R., 2009. Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(September), pp.1-24.

11. Bibliography

* Burnard, P. et al., 2008. Analysing and presenting qualitative data. Bdj, 204(8), pp.429-432. * Sandelowski, M., 1998. Writing a good read: strategies for re-presenting qualitative data. Research in nursing & health, 21(4), pp.375-82. * Taylor-powell, E. & Renner, M., 2003. Analyzing Qualitative Data (G3658-12). * White, C.G., 1998. Grounded theory and qualitative data analysis. Analysis, (August). * Anon, Analysis - Overview of Material Objective A quirk of grammar.

12. Appendices

Face book Fans of Telecommunication companies
Initial Coding Frame Work No | Interview Transcript | Initial coding framework | 01 | Interviewer: What is social media? What do you understand when I say social media? | | | 01DMP: As I understand it, Social media is a technology driven medium used to share the views of each other Not only views, moments as well | * Sharing Views moments * Technology driven | | Interviewer: hmm true! What social media tools do you use? | | | 01DMP: well I am an e-Commerce Asst. Manager for Mackinnons travel and i use SM for business as well so I use FB, LinkedIn, Google Plus, You Tube, Slide Share Foursquare | * Usage * SM Tools | | | | | Interviewer: Do you subscribe to social media pages of other organizations? Why? | | | 01DMP: Well mainly as a business synergy, secondly to be informed | * Informative purpose * Work related | | Interviewer: What do you mean by business synergy? | * | | 01DMP: for an example, we as a travel agent, we can synergise with Airlines, Hotel vendors etc .. | * Synergize * Work related | | Interviewer: ahh ok ! When you say be informed do you mean to get their latest updates? | | | 01DMP: yea... | | | Interviewer: If I ask specifically what are your expectations when you engage with these organizations on social media? other than information | | | 01DMP: also as I am a fan of photography, I subscribe to pages like Nat Geo, There are technological innovations happening every day in this SM space, sometimes we embrace some of the things others do | * Copying the technological Usage * Interests | | Interviewer: so if I ask what is your specific reasons to subscribe to these SM sites you would say for information & to see how others are using these technology and also to have some fun like interested area such as Nat Geo? | | | 01DMP: and be in touch with my friends | * Being in touch | | | | | Interviewer: How long do you engage in SM for a day? | | | 01DMP: about 1 hour | * Engagement time | | Interviewer: have you subscribe to Dialog? Etisalat? or Mobitel FB page? | | | 01DMP: yep both Dialog and Etisalat | * Number of Subscriptions | | Interviewer: why did you subscribe to them? | | | 01DMP: can 't remember | * Importance of subscription | | Interviewer: what type of interaction or feedback do you expect from them? | | | 01DMP: well I really don 't expect much, most of the promotions they run are not useful | * Expectation | | Interviewer: Do you think weather the response time to any queries or comments is an important factor? | | | 01DMP: Yes, you always need to deal with wall posts whether it is negative or positive | * Expectation | | Interviewer: Do u have any experience of an interaction you have done with them? | | | 01DMP: not with Dialog or Etisalat | * Engagement | | | | | Interviewer: What do you think of the effectiveness of social media marketing? | | | 01DMP: It is very effective than traditional marketing tactics | * Effectiveness | | Interviewer: can you give an example | | | 01DMP: for an example once we post about a tour package or something, it increases the traffic on the website, and the effectiveness can be measured unlike traditional media | * Effectiveness measurement | | | | | Interviewer: What future do you see in Social media marketing? | | | 01DMP: Especially I would think in time to come, everybody will be using smart mobile phones, tabs instead of laptops and desktops, so all these social media and associates will have to be compatible to smart phones, so technologies such as QR codes, NFC will dominate along with SM | * Usage patterns of Social media in future | | Interviewer: do you have any suggestion for either Dialog or Etisalat to improve their SM campaign? | | | 01DMP: more engagement | * Expectation | | Interviewer: agree! when you say engagement what do you exactly mean? | | | 01DMP: Will say posting questions, greeting at least | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Sharing Views moments * Technology driven * SM Tools | | | | | Purpose for usage | * Informative purpose * Work related * Copying the technological Usage * Synergize * Being in touch | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * Usage patterns of Social media in future | | | | | Objectives | * Importance of subscription * Expectation | | | | | Understanding of effectiveness | * Effectiveness * Effectiveness measurement | | | | | Interaction | * Engagement | | | | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: what is social media? What is your understanding on it? | | | 01EMP: social media is a network of people that share ideas | * Sharing Ideas | | Interviewer: What social media tools are you using? | | | 01EMP: blogs & fb mostly | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 01EMP: yes I do because I can get more information about those organizations by reading their pages & I can get new updates about those organizations | * Information * Updates | | | | | Interviewer: how long do you engage in SM for a day? | | | 01EMP: 2 hours | * Engagement time | | Interviewer: have you subscribed to any service provider facebook page? | * | | 01EMP: Eitsalat | | | Interviewer: Why did you subscribe to Etisalat FB page? | | | 01EMP: To understand what they doing, what are the new things, new plans, new offers | * Expectations | | Interviewer: so do they provide those through their FB site? | | | 01EMP: yes most of the offers, new things, new services | * Meet objectives | | Interviewer: Can you give an example? | | | 01EMP: now days they are doing weekly questions, if we answer 3 of those questions we can get new android phone | * Engagement | | Interviewer: so have you subscribed to it? | | | 01EMP: yes I did but didn’t make it | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in this page is met? | | | 01EMP: yes kind of | * Meet Objective | | Interviewer: why did you say kind of? Aren 't you satisfied with their overall effort? | | | 01EMP: the things that they share on that page does not always help me, they post lots of things on their page, stupid things too, so am not satisfied | * Expectation * Unsatisfied | | Interviewer: Do you think response time is important for a successful interaction from the Etisalat 's side? | | | 01EMP: of cause | * Response from service provider | | Interviewer: how do you think there response level is? | | | 01EMP: low I guess | * Response from service provider | | | | | Interviewer: what is your understanding of social media effectiveness? Do you think it 's effective? | | | 01EMP: yes it’s effective | * Effectiveness | | Interviewer: how? | | | 01EMP: we don’t want to go all around finding about the information on the things what we want by reading or by watching we can get what information we want | * Usage Pattern | | Interviewer: you mean you don 't have to go shopping? | | | 01EMP:just think we want to buy a phone but I want low price phone , so we don’t want to go to all the shops asking how much is that, we can just find that all the information on SM and reviews about it from other users then we can go & buy that phone from the right place because all the information is shared on SM | * Usage Pattern | | | | | Interviewer: what future do you see in Social Media? | | | 01EMP: I think anything we want, it’s going to come to our doorstep through SM | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that Etisalat can do to improve their Facebook Campaign? | | | 01EMP: post more useful updates not posting stupid post like "Good Morning friends, Have a wonderful Day!"(its posted on 2day morning) and fast feedback | * Expectation | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: What is social media in your understanding? | | | 02DMS: it is an internet base technologies | * Technology | | Interviewer: what social media tools do you use? Like twitter & Face book | | | 02DMS: both, myspace ,google ,yahoo,QQ,youtube | * Social media tools | | Interviewer: Have you become a fan on any Facebook site? | | | 02DMS: yes lot of Facebook sites | * Usage | | Interviewer: any Telecom companies? | | | 02DMS: mobitel ,Etisalat ,Airtel,dialog,hutch | * Number of Subscriptions | | Interviewer: What mobile service provider are you using? | | | 02DMS: dialog | * Service provider | | | | | | | | Interviewer: why did you subscribe or became fans of these mobile providers | | | 02DMS: because it is use full for me to get the good service and new detail internet package, to know the low call charges | * Information * Service request * Expectation | | Interviewer: so do they provide that type of information? | * | | 02DMS: yes, in the Facebook page they always upload new things | * New Content | | Interviewer: what type of content is most attractive on these FB pages? | | | 02DMS: some pages provide games I like it | * Content Type | | Interviewer: out of the Dialog, Mobitel, Etislat, Hutch page what is the most attractive and useful page to you? | | | 02DMS: Airtel | * Content Relevance | | Interviewer: why do you say it is the most attractive? does it provide all the things that you are looking for by becoming a Fan? | * | | 02DMS: they give a chance to meet Sangakkara and that page also have games | * Content Richness | | Interviewer: you said you are seeking information from these pages. What is the most informative page from Airtel, Dialog, Etisalat, Hutch & Mobitel? | | | 02DMS: I think hutch and second etisalate | * Content Relevance | | Interviewer: How long do you spend per day on social media? | | | 02DMS: normally I am in Facebook for 8 hours | * Engagement time | | Interviewer: per day? | | | 02DMS: yes | | | | | | | | | | | | Interviewer: Do you see that FB as a medium is interactive, meaning you can put your comments as well for their content, have you done any interaction with any of these FB pages, can you share an example with related to Dialog, Etisalat, Mobitel, Hutch or Airtel | | | 02DMS: I do lot of comment | * Usage | | Interviewer: what type of comments? Do you expect a feed back for those comments from the Fan page owner? | | | 02DMS: new ideas ,wish them , and congratulate to winners , I post photos , like wise | * Expectation | | Interviewer: have they ever commented back or liked your comments? | | | 02DMS: yes | * Response from service provider | | Interviewer: all of them or only some? was it dialog, etisalat? etc.. or all of them comment back? | | | 02DMS: specially hutch did it, sometime Etisalat | * Evaluation of Response | | Interviewer: Do you expect them to like it or comment back on it when you post some thing? | | | 02DMS: not all the time but if I give a new idea or sometimes some page give a gift to the winner if they delay then I need feedback comment | * Expectation | | | | | Interviewer: Do you think social media marketing is effective? & how? | | | 02DMS: yes, because not only Sri Lankans but also other country people also can know it ,and it is very cheap , after we see information we tell about it our friends and family | * Wider coverage * Word of Mouth | | Interviewer: You said you use FB to get better service,:have you done any service request or complain for these Mobile providers?, can you tell an example | | | 02DMS: in our area still we don’t have hutch 3G I told it | * Engagement | | Interviewer: ah ok so did hutch response? what was their feed back on your complain? | | | 02DMS: yes, they will give it our area soon | * Response from service provider | | Interviewer: did they response quickly to your comment in the FB site? | | | 02DMS: yes | * Response from service provider | | Interviewer: was it like less than one hour? | | | 02DMS: yes less than 5 minute, you can type in hutch page a good afternoon or any your comment now | * Response from service provider | | | | | Interviewer: What future do you see in Social media? | | | 02DMS: I think it is the best way to give the message to the peoples at a very cheap price | * Cheap | | Interviewer: do you think your objective for engaging in social media with the Telecom companies in Sri Lanka has been met as per your expectation | | | 02DMS: yes | * Outcome of expectations | | Interviewer: any improvements that you can suggest for these Mobitel, Dialog, Airtel, Etisalat & Hutch Face book campaigns in general with relevant to their Facebook pages? any improvements? | | | 02DMS: in Mobitel page etisalat ,page do not allow to post photos and comments and Dialog page, we can only comment to there post, I think they need to allow it | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Technology * Social media tools | | | | | Purpose for usage | * Information * Service request | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * Usage patterns of Social media * Usage | | | | | Objectives | * Response from service provider * Expectation | | | | | Understanding of effectiveness | * Effectiveness * Effectiveness measurement | | | | | Content | * Content Relevance * Content Richness * Content Type | | | | | Interaction | * Engagement |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: what is social media? What is your understanding on it? | | | 01MMP: It is used to be connected with friends and relations | * Be in touch | | Interviewer: What social media tools are you using? | | | 01MMP: Skype / Messenger / MSN / Facebook/ GTalk | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 01MMP: Yes, since I am interests of their products | * Interest | | | | | Interviewer: how long do you engage in FB for a day? | | | 01MMP: 30min | * Engagement time | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 01MMP: Mobitel , I like to know about what they are doing new | * updates | | Interviewer: Do you get involved in their FB pages by putting comments or share their information | | | 01MMP: I only share if I see something interesting | * Engagement | | Interviewer: What do you mean by interesting | | | 01MMP: New things about technology, | | | Interviewer: What are the promotions that they are doing now? | | | 01MMP: Can’t remember | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 01MMP: Yes sometimes they share technology information. | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 01MMP: Its almost improved there will be minor changes to them | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 01MMP: improve updates and content | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Be in touch * Social Media Tools | | | | | Purpose for usage | * Brand Loyalty * Interest * Updates | | | | | Usage Pattern | * Engagement time * Number of Subscriptions | | | | | Objectives | * Expectation | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: what is social media? What is your understanding on it? | | | 02EMP: I use it but don’t have an idea what it is | * No Idea | | Interviewer: What social media tools are you using? | | | 02EMP: FB / Skype | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 02EMP: Yes, Since I use some of those brands I like it | * Brand Loyalty | | | | | Interviewer: how long do you engage in FB for a day? | | | 02EMP: 2 hours if I don’t have specific work | * Engagement time | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 02EMP: Airetel since they had competition, Etisalat, because there was a dongle promotions | * Competition * Promotions * Number of Subscriptions | | Interviewer: Do you get involved in their FB pages by putting comments or share their information | | | 02EMP: I don’t put comments but I like their promotions and share it | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 02EMP: Haven’t seen anything recently | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 02EMP: Well I like to see promotions so I have not seen anything new. | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 02EMP: It will be developed like now we have video on face book. | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 02EMP: They should increase the facility of getting support from their site | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * No Idea * Social Media Tools | | | | | Purpose for usage | * Brand Loyalty * Competition * Promotions | | | | | Usage Pattern | * Engagement time * Number of Subscriptions | | | | | Objectives | * Expectation | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: what is social media? What is your understanding on it? | | | 02MMP: Be in touch with friends | * Be in touch | | Interviewer: What social media tools are you using? | | | 02MMP: Facebook / Foursquare / Twitter / You tube | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 02MMP: Yes to get their updates | * updates | | | | | Interviewer: how long do you engage in FB for a day? | | | 02MMP: 3 to 4 hours a some days. When I have classes I don’t use it | * Engagement time | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 02MMP: Yes Mobitel and Dialog, to know about the competitions and new things | * Competitions * New things | | Interviewer: Do you get involved in their FB pages by putting comments or share their information | | | 02MMP: Sometimes I comment on competitions and share something important for my friends | * Engagement | | Interviewer: Do they comment back on your comments and what do they comment | | | 02MMP: They have not comment any thing on my comments | * Response from service provider | | Interviewer: Do you expect them to comment | | | 02MMP: some times. It depends on my comments but mostly I comment on things like congratulations | * Expectation * Response from Service provider | | Interviewer: Don’t you ask for service request and things like them | | | 02MMP: No, I can check my bills and things like that automatically from the phone | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 02MMP: Recently I haven’t seen their promotions | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 02MMP: Yes sometimes they have competitions | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 02MMP: It will have new tools like Google + | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 02MMP: more completion and their results has to be faster | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Be in touch * Social Media Tools | | | | | Purpose for usage | * Updates | | | | | Usage Pattern | * Engagement time * Number of Subscriptions | | | | | Objectives | * Expectation | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: what is social media? What is your understanding on it? | | | 03DMP: It’s a communication channel to network with other people | * Networking * Communication channel | | Interviewer: What social media tools are you using? | | | 03DMP: Facebook / You tube | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 03DMP: Yes to get to know their services, facilities, new arrivals | * Services * New arrivals * Facilities | | | | | Interviewer: how long do you engage in SM for a day? | | | 03DMP: 10-15 minutes or when I want to get information | * Engagement time | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 03DMP: To get to know their services / updates | * Expectations | | Interviewer: What are the operators you have subscribed for? | | | 03DMP: Dialog and Mobitel | * Number of Subscriptions | | Interviewer: Why have you subscribed to them? | | | 03DMP: To get information about their products , services | * Expectations | | Interviewer: Do you get involved in their FB pages by putting comments or share their information | | | 03DMP: No | * Engagement | | Interviewer: Why not | | | 03DMP: I don’t have time | | | Interviewer: What are the promotions that they are doing now? | | | 03DMP: I can’t remember all of them, But I have seen them running some promotions | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 03DMP: Well yes, when I want some information I go to their pages and look for it | * Meet Objective | | | | | Interviewer: what future do you see in Social Media? | | | 03DMP: It’s going to increase and spread | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 03DMP: All ways the company should have updated information and should be always accessible | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Networking * Communication channel * Social Media Tools | | | | | Purpose for usage | * Services * New arrivals * Facilities | | | | | Usage Pattern | * Engagement time * Number of Subscriptions | | | | | Objectives | * Expectation | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: what is social media? What is your understanding on it? | | | 03EFP: I use it to share things that I do with my friends and to see what they are doing | * Sharing information | | Interviewer: What social media tools are you using? | | | 03EFP: Facebook, Twitter | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 03EFP: To get their product details, specifications, news | * Product details * Specifications * News | | Interviewer: how long do you engage in FB for a day? | | | 03EFP: 1 hour | * Engagement time | | | | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 03EFP: Etisalat, Mobitel , Dialog to get their news about events, promotions and cool stuff like music information | * Promotions * News * Cool stuff | | Interviewer: Do you get involved in their FB pages by putting comments or share their information | | | 03EFP: I like them some time but not comments | * Engagement | | | | | Interviewer: Why do you share their information | | | 03EFP: If its new I share it | * Expectation | | Interviewer: what type of information do you share | | | 03EFP: Nothing specific anything I enjoyed I share it | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 03EFP: Etisalat did a promotion on tabs and 3G dongles | * Promotion awareness | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 03EFP: Yes | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 03EFP: Well may be it will have new capabilities , increase in usage | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 03EFP: Well speed responses, more promotions | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Sharing information | | | | | Purpose for usage | * Product details * Specifications * News | | | | | Usage Pattern | * Engagement time * Number of Subscriptions | | | | | Objectives | * Expectation * Promotions * News * Cool stuff | | | | | Effectiveness | * Meet Objective * Promotion awareness | | | | | | | | Interaction | * Engagement | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: what is social media? What is your understanding on it? | | | 03MMP: It’s a way of communicating and being in touch with your friends | * Be in touch * Communication | | Interviewer: What social media tools are you using? | | | 03MMP: Skype / Facebook / LinkedIn | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 03MMP: Yes for promotions and information | * Promotions * information | | | | | Interviewer: how long do you engage in FB for a day? | | | 03MMP: 1 to 2 hour some days. some days I don’t go | * Engagement time | | | * | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 03MMP: Yes, Mobitel , Etisalat ,Dialog I like to get their promotions and new things | * Promotions * New things | | Interviewer: Do you get involved in their FB pages by putting comments or share their information | | | 03MMP: I share their information | * Engagement | | | | | Interviewer: Why do you share their information | | | 03MMP: so friends can see it and also they can get those information | * Expectation | | | | | Interviewer: what type of information do you share | | | 03MMP: Events, information about people or things | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 03MMP: Mobitel is doing one for net books | * Promotion awareness | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 03MMP: Yes , I get to know about promotions | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 03MMP: It will have new features coming in it | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 03MMP: frequent posts and fast response | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Be in touch * Communication * Social Media Tools | | | | | Purpose for usage | * Promotions updates | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * | | | | | Objectives | * Expectation * New things | | | | | Effectiveness | * Meet Objective * Promotion awareness | | | | | | | | Interaction | * Engagement | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: what is social media? What is your understanding on it? | | | 04DMP: well lots of people use it to get in touch | * Get in touch | | Interviewer: What social media tools are you using? | | | 04DMP: Google + , Facebook , LinkedIn | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 04DMP: Not many but few, to seek new things, ideas and if some of my friends like it | * New things * Peer influence | | | | | Interviewer: how long do you engage in SM for a day? | | | 04DMP: 1 to 2 hours but not at a stretch | * Engagement time | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 04DMP: yes Dialog and Mobitel To get to know what they are offering | * Expectations * Number of subscriptions | | Interviewer: Do you get involved in their FB pages by putting comments or share their information | | | 04DMP: yes but I don’t think I have put comments | * Engagement | | Interviewer: Why no comments | | | 04DMP: It hasn’t interested me to do so | | | Interviewer: What are the promotions that they are doing now? | | | 04DMP: Well they were promoting some movies, Blackberry service | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 04DMP: Can’t say like that but I think its Ok | * Meet Objective | | | | | Interviewer: what future do you see in Social Media? | | | 04DMP: People are using it and everyone likes it | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 04DMP: Good content | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Get in touch * Social media tools | | | | | Purpose for usage | * Peer influence * New things | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * Usage patterns of social media in future | | | | | Objectives | * Expectation | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: what is social media? What is your understanding on it? | | | 04EFP: It’s a technology to share photos, your status , chat with other people | * Technology * Sharing photos * Chat | | Interviewer: What social media tools are you using? | | | 04EFP: Facebook, Youtube, Twitter | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 04EFP: Yes for information | * Information | | | | | Interviewer: how long do you engage in SM for a day? | | | 04EFP: 1 hour | * Engagement time | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 04EFP: for promotions and information | * Expectations | | Interviewer: What are the operators you have subscribed for? | | | 04EFP: Etisalat / Hutch / Airtel | * Number of Subscriptions | | Interviewer: Why have you subscribed to them? | | | 04EFP: To see their rates, new offering and of course promotions | * Expectations | | Interviewer: Do you get involved in their FB pages by putting comments or share their information | | | 04EFP: Some times | * Engagement | | Interviewer: What type of information do you share | | | 04EFP: promotions | | | Interviewer: What are the promotions that they are doing now? | | | 04EFP: well I didn’t share anything recently , but they advertise | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 04EFP: yes | * Meet Objective | | | | | Interviewer: what future do you see in Social Media? | | | 04EFP: more users will get involved, their subscriptions are increasing day by day. | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 04EFP: Information & promotions | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of Social Media | * Technology * Sharing photos * Chat | | | | | Purpose for usage | * Information | | | | | Usage Pattern | * Engagement time * Number of Subscriptions | | | | | Objectives | * Expectation | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | Interviewer: What social media tools are you using? | | | 04MFP: Facebook, Linked In, YouTube | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 04MFP: Yes I like to see what good brands about the world is doing, I like to see the latest information on those , what people are saying about those products | * Brands * Information * Ways of others using it | | Interviewer: Do you trust what other users are saying about those brands | | | 04MFP: Yes , users are the best people to know | * Expectation | | Interviewer: What if someone purposely give false or bad information on those sites to sabotage the brand | | | 04MFP: It’s the responsibility of the organization to prove them self by responding to it | * Expectation | | | | | Interviewer: how long do you engage in FB for a day? | | | 04MFP: 2 hours | * Engagement time | | | * | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 04MFP: Yes, Mobitel, Dialog, Eitsalat, Hutch to get the latest information, promotions and things like that | * Number of Subscriptions * Expectations | | Interviewer: Do you get involved in their FB pages by putting comments or share their information | | | 04MFP: Share, rarely comments | * Engagement | | | | | Interviewer: How many comments have you put and what are those comments about | | | 04MFP: very few can’t remember exactly but to say something about their promotions and events | * Engagement | | | | | Interviewer: what type of information do you share | | | 04MFP: promotions anything if I see important | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 04MFP: Can’t remember | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 04MFP: Yes | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 04MFP: Can’t say but it is changing | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 04MFP: more updates and more information | * Expectation | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: What social media tools are you using? | | | 05DMP: Youtube, Foursquare, Facebook, LinkedIn | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 05DMP: Yes its fun they share updates, Information , promotions | * Update * Information * Promotions | | | | | Interviewer: how long do you engage in FB for a day? | | | 05DMP: 2 hours | * Engagement time | | | | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 05DMP: Dialog, Mobitel, Hutch to find information and see the new offers | * Number of Subscriptions * Expectations | | Interviewer: what type of information do they provide? | | | 05DMP: Films, competitions, promotions , FB Polls | * Content types | | Interviewer: Is this content relevant to you? | | | 05DMP: Yes when I have time I look at it. Its not very important but I don’t mind going thorough it when I have time | * Content relevance | | Interviewer: Is the content up to date | | | 05DMP:Yes its relevant | * Content accuracy | | Interviewer: What do you do if it is relevant and what do you do if the content is not relevant? | | | 05DMP: sometimes I comment otherwise I just read | * Engagement | | Interviewer: What type of comments do you put | | | 05DMP: Depends on the content , Mostly for promotions and if something very attractive, I share it | * Content Attractiveness * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 05DMP: Tabs, some other things as well but I can’t recall now | * Engagement | | Interviewer: Have you requested any services from them | | | 05DMP: No | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 05DMP: Well I don’t have objectives as such but I think its ok | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 05DMP: Well its enormous people share lots of things and it will increase a lot | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 05DMP: Content needs to be attractive and compelling | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Purpose for usage | * Update * Information * Promotions | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * Usage patterns of Social media in future | | | | | Objectives | * Expectation * Behavior | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | Content | * Content types * Content relevance * Content accuracy * Content Attractiveness | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: What social media tools are you using? | | | 05EFP: Facebook, Flickr, Youtube, Google+, Twitter | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 05EFP: may be for promotions but just for curiosity | * Promotions * Curiosity | | Interviewer: how long do you engage in FB for a day? | | | 05EFP: 1 hour | * Engagement time | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 05EFP: Dialog, Etisalat, Airtel, to get information and see promotions | * Number of Subscriptions * Expectations | | Interviewer: what type of information do they provide? | | | 05EFP: All kinds of I guess, to be specific promotions, news, competitions | * Content types | | Interviewer: Is this content relevant to you? | | | 05EFP: some of them, but yes | * Content relevance | | Interviewer: Is the content up to date | | | 05EFP:Well yes | * Content accuracy | | Interviewer: What do you do if it is relevant and what do you do if the content is not relevant? | | | 05EFP: I look at it if its relevant if not I ignore it | | | Interviewer: what type of information do you share | | | 05EFP: I don’t share | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 05EFP: Well No clue what they are promoting now | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 05EFP: Yes | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 05EFP: its good for people to have fun while they are involve in other activities so I guess it will stick around | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 05EFP: more information, discounts | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Purpose for usage | * Promotions * Curiosity | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * Usage patterns of Social media in future | | | | | Objectives | * Expectation * Perception | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | Content | * Content types * Content relevance * Content accuracy | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: What social media tools are you using? | | | 05MFP: Youtube, skype, Google+, Linkedin, Facebook | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 05MFP: Yes to get information, to see what they are doing | * Information * What they are doing | | | | | Interviewer: how long do you engage in FB for a day? | | | 05MFP: 1 hour | * Engagement time | | | | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 05MFP: Mobitel & Dialog to get information and their promotions | * Number of Subscriptions * Expectations | | Interviewer: what type of information do they provide? | | | 05MFP: about phones, new events, movies, | * Content types | | Interviewer: But Can’t you get these information from some other media like TV, News papers? | | | 05MFP: Can but I don’t have time to read papers and I hardly watch TV except news or a match. | * Behavior | | Interviewer: Is this content relevant to you? | | | 05MFP: some time it is most of the time it does not | * Content relevance | | Interviewer: Is the content up to date | | | 05MFP:yes | * Content accuracy | | Interviewer: What do you do if it is relevant and what do you do if the content is not relevant? | | | 05MFP: if it is relevant I share it if it is not I don’t read it will waste my time | * Engagement | | | | | Interviewer: what type of information do you share | | | 05MFP: anything that I think is important to share | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 05MFP: Phones, and Dialog did a promo on Gold rush one time | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 05MFP: Yes, I get what I want and look for | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 05MFP: It is a new medium for sharing things it will improve as it goes on | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 05MFP: Well it to be more frequent in its information | * Expectation | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: What social media tools are you using? | | | 06DFP: Facebook / LinkedIn / Foursquare | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 06DFP: I like them. I want to see what they are introducing new, their promotions and information | * Information * Promotions * New things | | Interviewer: how long do you engage in FB for a day? | | | 06DFP: 2-3 hours some days and some days I don’t use it if I am buys | * Engagement time | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 06DFP: Dialog | * Number of Subscriptions * Expectations | | Interviewer: what type of information do they provide? | | | 06DFP: New information about their services and promotions, puzzles, games | * Content types | | Interviewer: do you participate in those puzzles? | | | 06DFP: If I have time I do, but it depends | * Engagement | | Interviewer: Is this content relevant to you? | | | 06DFP: yes | * Content relevance | | Interviewer: Is the content up to date | | | 06DFP:I guess so | * Content accuracy | | Interviewer: What do you do if it is relevant and what do you do if the content is not relevant? | | | 06DFP: I haven’t looked at it from that angle but If I think it’s important and something l like then I read it. | * Engagement | | Interviewer: what type of information do you share | | | 06DFP: Not much but if it attracts me and if it’s something that I think my friends will enjoy I share it | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 06DFP: Well I didn’t see any promotions recently but they have done about phones and tabs in the past, and they promote their other services like movie tickets, DTV and things | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 06DFP: Yes, it does, when I have time I read them through | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 06DFP: Well it will have video in it Face book does and I think others will catch up | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 06DFP: Nothing much that I could say but I would like more information in them | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Purpose for usage | * Information * Promotions * New things | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * Usage patterns of Social media in future | | | | | Objectives | * Expectation | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | Content | * Content types * Content relevance * Content accuracy | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: What social media tools are you using? | | | 06EMP: Facebook, Youtube | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 06EMP: for promos, information & for fun | * Promotion * Information * Fun | | | | | Interviewer: how long do you engage in FB for a day? | | | 06EMP: 30- 40 minutes during week days and about 4 hours during week ends | * Engagement time | | | | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 06EMP: Etisalat , because I use it | * Number of Subscriptions * Expectations | | Interviewer: what type of information do they provide? | | | 06EMP: Promotions, new offers, about other things | * Content types | | Interviewer: But Can’t you get these information from some other media like TV, News papers? | | | 06EMP: I think promotions you can | * Perception | | Interviewer: Is this content relevant to you? | | | 06EMP: yes | * Content relevance | | Interviewer: Is the content up to date | | | 06EMP:yes | * Content accuracy | | Interviewer: What do you do if it is relevant and what do you do if the content is not relevant? | | | 06EMP: I will share it if its relevant | * Engagement | | | | | Interviewer: what type of information do you share | | | 06EMP: well promotions and something interesting | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 06EMP: Can’t remember | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 06EMP: Yes | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 06EMP: It has improved a lot from what it used to be it keeps on surprising us | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 06EMP: New promotions, information | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Purpose for usage | * Promotion * Information * Fun | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * Usage patterns of Social media in future | | | | | Objectives | * Expectation * Behavior | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | Content | * Content types * Content relevance * Content accuracy | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: What social media tools are you using? | | | 06MFP: Twitter, facebook, Youtube, Skype, Slideshare | * Social Media Tools | | Interviewer: Do you like FB pages of other organizations and why? | | | 06MFP: to find about promotions and their information | * Information * Promotions | | Interviewer: how long do you engage in FB for a day? | | | 06MFP: 2 hours | * Engagement time | | Interviewer: Have you subscribe to any of the mobile operators? and why? | | | 06MFP: Mobitel , Airtel, Hutch to get updates and promotions | * Number of Subscriptions * Expectations | | Interviewer: what type of information do they provide? | | | 06MFP: their promotions and services | * Content types | | Interviewer: But Can’t you get these information from some other media like TV, News papers? | | | 06MFP: Can , but the most updated information comes in Facebook | * Perception | | Interviewer: Is this content relevant to you? | | | 06MFP: Not all but yes | * Content relevance | | Interviewer: Is the content up to date | | | 06MFP:yes | * Content accuracy | | Interviewer: What do you do if it is relevant and what do you do if the content is not relevant? | | | 06MFP: I read it if its relevant and leaves it if it is not | | | Interviewer: what type of information do you share | | | 06MFP: Good ones , informative ones | * Engagement | | Interviewer: What are the promotions that they are doing now? | | | 06MFP: Can’t remember exactly but they do promote their services | * Engagement | | Interviewer: so do you think that your objective of becoming a fan in these pages are met? | | | 06MFP: Yes, I don’t expect much but I get promotions and information | * Meet Objective | | Interviewer: what future do you see in Social Media? | | | 06MFP: Good, People are increasing who is using it | * Usage patterns of Social media in future | | Interviewer: What improvements do you think that these companies can do to improve their Facebook Campaign? | | | 06MFP: valuable things to be updated | * Expectation | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Purpose for usage | * Information * Promotions | | | | | Usage Pattern | * Engagement time * Number of Subscriptions * Usage patterns of Social media in future | | | | | Objectives | * Expectation * Perception | | | | | Effectiveness | * Meet Objective | | | | | | | | Interaction | * Engagement | | | | | Content | * Content types * Content relevance * Content accuracy | | | | | | |

Service Providers
Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: How do you define social media and what tools do you use? | | | 01SMP: Well social media is a way of communicating with people who are friends, relatives, customers and you share information. I use tools like facebook, Linkedin, youtube, flicr, foursquare, slide share | * Social Media Tools | | Interviewer: How relevant social media for business | | | 01SMP: its relevant because now everyone is in social media so it’s a new communication channel, supporting channel and it can be used for various things in business | * New communication channel * Supporting Channel | | Interviewer: How does your organization see Social media as a business tool? | | | 01SMP: well we are very much in to it and we see lot of potential in it | * Lot of potential | | Interviewer: what are you trying to achieve through social media? | | | 01SMP: well we use it as a marketing tool, customer support tool , a relationship building tool | * Marketing * Customer support * Relationship building | | Interviewer: what type of social media tools do you use in marketing? | | | 01SMP: we use twitter, facebook mainly | * Social media tools | | Interviewer: what are your social media strategies? | | | 01SMP: we use it for many things like promotions, being in touch with our fans, information like new products | * Promotions * Being in touch * Information | | Interviewer: what is the involvement of your employees in the social media activities are they part of it? | | | 01SMP: Not all of them, but relevant departments are involved | * Participation of employees | | Interviewer: what type of interaction do you expect from the fans? | | | 01SMP: It depends on the campaign that we do. But we want them to participate on it | * Expectation | | Interviewer: do you think weather the response time to any comment or queries an important factor? | | | 01SMP: yes | * Response time | | Interviewer: Do you have trained people to respond to fan interaction | | | 01SMP: yes | * Resources | | Interviewer: do you think social media marketing is effective? | | | 01SMP: yes | * Effectiveness | | Interviewer: How do you measure the effectiveness? | | | 01SMP: Well we look at campaign ROI, but it’s very difficult, we look at how successful the campaign has been | * Measuring effectiveness | | Interviewer: How do you see marketer and consumer interaction as a method of evaluation | | | 01SMP: When the interaction is high its effective | * Effectiveness | | Interviewer: What future do you see in social media marketing? | | | 01SMP: It is the future for people to be in touch with each other | * Social media in future | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of social media | * Social media tools | | | | | Purpose for usage in Business | * New communication channel * Supporting Channel * Lot of potential * Social media in future | | | | | Interaction | * Response time * Resources * Participation of employees | | | | | Objectives | * Marketing * Customer support * Relationship building * Expectation | | | | | Effectiveness | * Effectiveness * Measuring effectiveness | | | | | | | | | | | | | | | | | | | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: How do you define social media and what tools do you use? | | | 01SMP: it’s for sharing information with your freinds and I use facebook, Linkedin, Twitter | * Social Media Tools | | Interviewer: How relevant social media for business | | | 01SMP: some organizations use it for business and that trend is increasing | * New trend * Increase in usage | | Interviewer: How does your organization see Social media as a business tool? | | | 01SMP: we use it for promotions, customer feedback, information | * Feed back * Promotions * information | | Interviewer: what are you trying to achieve through social media? | | | 01SMP: Run promotions, keep our fans attached to us, new trends in industry | * promotions * keep in touch * information | | Interviewer: what type of social media tools do you use in marketing? | | | 01SMP: Facebook mainly and twitter and you tube to some extent | * Social media tools | | Interviewer: what are your social media strategies? | | | 01SMP: update customers, carry out promotions and update on new trends | * Update information * Promotions | | Interviewer: what is the involvement of your employees in the social media activities are they part of it? | | | 01SMP: Handled by a specific team | * Specific team | | Interviewer: what type of interaction do you expect from the fans? | | | 01SMP: we want them to interact | * Expectation | | Interviewer: do you think weather the response time to any comment or queries an important factor? | | | 01SMP: yes | * Response time | | Interviewer: Do you have trained people to respond to fan interaction | | | 01SMP: yes specific team | * Resources | | Interviewer: do you think social media marketing is effective? | | | 01SMP: yes , many companies are doing it now | * Effectiveness | | Interviewer: How do you measure the effectiveness? | | | 01SMP: promotional outcome, engagement of users | * Measuring effectiveness | | Interviewer: How do you see marketer and consumer interaction as a method of evaluation | | | 01SMP: it depends sometimes the participation from the consumer is less they look at from a information perspective | * Effectiveness | | Interviewer: What future do you see in social media marketing? | | | 01SMP: Fan pages will increase | * Social media in future | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of social media | * Social media tools | | | | | Purpose for usage in Business | * New trend * Increase in usage | | | | | Interaction | * Response time * Resources * Specific team | | | | | Objectives | * Feed back * Promotions * Update information * keep in touch | | | | | Effectiveness | * Effectiveness * Measuring effectiveness | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of social media | * Social media tools | | | | | Purpose for usage in Business | * New trend * Increase in usage | | | | | Interaction | * Response time * Resources * Specific team | | | | | Objectives | * Feed back * Promotions * Update information * keep in touch | | | | | Effectiveness | * Effectiveness * Measuring effectiveness | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: How do you define social media and what tools do you use? | | | 02SMP: it’s for sharing information with your freinds and I use facebook, Linkedin, Twitter | * Social Media Tools | | Interviewer: How relevant social media for business | | | 02SMP: some organizations use it for business and that trend is increasing | * New trend * Increase in usage | | Interviewer: How does your organization see Social media as a business tool? | | | 02SMP: we use it for promotions, customer feedback, information | * Feed back * Promotions * information | | Interviewer: what are you trying to achieve through social media? | | | 02SMP: Run promotions, keep our fans attached to us, new trends in industry | * promotions * keep in touch * information | | Interviewer: what type of social media tools do you use in marketing? | | | 02SMP: Facebook mainly and twitter and you tube to some extent | * Social media tools | | Interviewer: what are your social media strategies? | | | 02SMP: update customers, carry out promotions and update on new trends | * Update information * Promotions | | Interviewer: what is the involvement of your employees in the social media activities are they part of it? | | | 02SMP: Handled by a specific team | * Specific team | | Interviewer: what type of interaction do you expect from the fans? | | | 02SMP: we want them to interact | * Expectation | | Interviewer: do you think weather the response time to any comment or queries an important factor? | | | 02SMP: yes | * Response time | | Interviewer: Do you have trained people to respond to fan interaction | | | 02SMP: yes specific team | * Resources | | Interviewer: do you think social media marketing is effective? | | | 02SMP: yes , many companies are doing it now | * Effectiveness | | Interviewer: How do you measure the effectiveness? | | | 02SMP: promotional outcome, engagement of users | * Measuring effectiveness | | Interviewer: How do you see marketer and consumer interaction as a method of evaluation | | | 02SMP: it depends sometimes the participation from the consumer is less they look at from a information perspective | * Effectiveness | | Interviewer: What future do you see in social media marketing? | | | 02SMP: Fan pages will increase | * Social media in future | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of social media | * Social media tools | | | | | Purpose for usage in Business | * New trend * Increase in usage | | | | | Interaction | * Response time * Resources * Specific team | | | | | Objectives | * Feed back * Promotions * Update information * keep in touch | | | | | Effectiveness | * Effectiveness * Measuring effectiveness | | | |

Initial Coding Frame Work No | Interview Transcript | Initial coding framework | | | | | Interviewer: How do you define social media and what tools do you use? | | | 03SMP: It’s a technology that people use to share information, keep connections and communicate with each other. I use Facebook & LinkedIn | * Social Media Tools | | Interviewer: How relevant social media for business | | | 03SMP: it’s part of business now and its very relevant | * Part of business | | Interviewer: How does your organization see Social media as a business tool? | | | 03SMP: Promotions, customer care, product launch, information and in to some extent feedback and complaints | * Promotions * Customer care * Feed back * information | | Interviewer: what are you trying to achieve through social media? | | | 03SMP: engage with our fans, find information, conduct promotions and stay ahead of competition | * engage with fans * promotions * handle competition * information | | Interviewer: what type of social media tools do you use in marketing? | | | 03SMP: Facebook , twitter, LinkedIn | * Social media tools | | Interviewer: what are your social media strategies? | | | 03SMP: Promotions, Increase awareness, gather information, reduce repetitive complains by sharing common, information | * Promotions * Gather information * Reduce customer complains * Sharing information | | Interviewer: what is the involvement of your employees in the social media activities are they part of it? | | | 03SMP: different teams for different purposes mainly marketing | * Marketing team * Different teams | | Interviewer: what type of interaction do you expect from the fans? | | | 03SMP: we want them to share the content and make it viral so new users will come. We want their fee back on product improvements, coverage issues, comparison with competition | * Expectation | | Interviewer: do you think weather the response time to any comment or queries an important factor? | | | 03SMP: yes its crucial | * Response time | | Interviewer: Do you have trained people to respond to fan interaction | | | 03SMP: yes | * Resources | | Interviewer: do you think social media marketing is effective? | | | 03SMP: yes | * Effectiveness | | Interviewer: How do you measure the effectiveness? | | | 03SMP: By looking at the increasing fan base, Campaign ROI | * Measuring effectiveness | | Interviewer: How do you see marketer and consumer interaction as a method of evaluation | | | 03SMP: more attractive your promotions are the more responses you get from users. | * Effectiveness | | Interviewer: What future do you see in social media marketing? | | | 03SMP: it has a great potential and it is getting complex as well | * Social media in future | | | |

Final coding frame work after reduction of initial coding framework No | Final Coding Framework | Initial Coding Framework | | Understanding of social media | * Social media tools | | | | | Purpose for usage in Business | * Part of business | | | | | Interaction | * Response time * Resources * Marketing team * Different team | | | | | Objectives | * engage with fans * handle competition * Promotions * Gather information * Reduce customer complains * Sharing information | | | | | Effectiveness | * Effectiveness * Measuring effectiveness | | | |

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