Role of social media in lead generation

Abstract

The role of social media in lead generation is pivotal for contemporary businesses seeking to expand their customer base. Social media platforms serve as dynamic channels for brand promotion, offering widespread visibility and engagement opportunities. Through targeted advertising, businesses can reach specific demographics, ensuring a higher quality of leads. Content marketing on social media, including informative posts and interactive content, establishes credibility and attracts potential leads. Direct interaction with the audience fosters relationships and builds trust, guiding leads through the sales funnel. Additionally, social media facilitates the promotion of lead magnets, such as eBooks or webinars, incentivizing users to provide contact information. Positive social proof garnered through reviews and testimonials enhances a business’s credibility. The objective of the present study is to study the impact of social media on lead generation. The researchers have used descriptive research design for the present study. The nonprobability convenience sampling method is used for the selection of sample size. The data is collected from 215 respondents, with the help of a well-structured questionnaire using the survey method. The results of this study will be helpful to companies in designing their social media strategies to get more leads for their business.

Full text

Abstract
The role of social media in lead generation is pivotal for contemporary businesses seeking to expand their customer base. Social media
platforms serve as dynamic channels for brand promotion, oering widespread visibility and engagement opportunities. Through
targeted advertising, businesses can reach specic demographics, ensuring a higher quality of leads. Content marketing on social
media, including informative posts and interactive content, establishes credibility and attracts potential leads. Direct interaction
with the audience fosters relationships and builds trust, guiding leads through the sales funnel. Additionally, social media facilitates
the promotion of lead magnets, such as eBooks or webinars, incentivizing users to provide contact information. Positive social proof
garnered through reviews and testimonials enhances a business’s credibility. The objective of the present study is to study the impact
of social media on lead generation. The researchers have used descriptive research design for the present study. The nonprobability
convenience sampling method is used for the selection of sample size. The data is collected from 215 respondents, with the help of a
well-structured questionnaire using the survey method. The results of this study will be helpful to companies in designing their social
media strategies to get more leads for their business.
Keywords: Social media, Lead generation, Demographics, Digital age.
Role of social media in lead generation
Kunal Lanjekar1*, Prashant Kalshe2, Joe C. Lopez3
RESEARCH ARTICLE
© The Scientic Temper. 2023
Received: 16/0 9/2023 Accepted: 19/10/2023 Published : 31/12/2023
1Tilak Maharashtra Vidyapeeth, Vidyapeeth Bhavan. Gultekdi Pune,
Maharashtra, India.
2Department of BBA, Dr. D Y Patil Vidyapeeth, Global Business
School and Research Centre, Pune, Maharashtra, India.
3Unique Institute of Management, Pune, Maharashtra, India.
*Corresponding Author: Kunal Lanjekar, Tilak Maharashtra
Vidyapeeth, Vidyapeeth Bhavan. Gultekdi Pune, Maharashtra, India,
E-Mail: Kunallanjekar@gmail.com
How to cite this article: Lanjekar, K., Kalshetti, P., Lopez, J.C.
(2023). Role of social media in lead generation. The Scientic
Temper, 14(4):1563-1568.
Doi: 10.58414/SCIENTIFICTEMPER.2023.14.4.72
Source of support: Nil
Conflict of interest: None.
Introducon
In the digital age, social media has transformed the way
businesses interact with their target audiences and generate
leads. Lead generation is a crucial aspect of any marketing
strategy, as it involves identifying and nurturing potential
customers who are interested in your products or services.
Social media platforms have become powerful tools for
businesses to reach and engage with their target audience,
ultimately driving lead generation in ways that were not
possible before the advent of these platforms.
Social media plays a multifaceted role in the lead-
generation process:
The Scientic Temper (2023) Vol. 14 (4): 1563-1568 E-ISSN: 2231-6396, ISSN: 0976-8653
Doi: 10.58414/SCIENTIFICTEMPER.2023.14.4.72 https://scientictemper.com/
• Brand Visibility and Awareness: social media provides
businesses with a platform to showcase their brand to a
global audience. By creating compelling and shareable
content, companies can increase their visibility, reach,
and brand awareness, effectively capturing the
attention of potential leads.
• Audience Targeting: Social media platforms oer robust
tools for demographic and psychographic targeting.
This allows businesses to reach specic segments of
the population that are more likely to be interested in
their products or services, enhancing the eciency of
lead generation eorts.
• Content Marketing: Content is king in the world of social
media marketing. Engaging, informative, and relevant
content can establish a brand as an industry authority
and attract users interested in what the business oers.
Valuable content can be used to entice users to take
action, such as signing up for newsletters, downloading
e-books, or requesting product demos.
• Engagement and Interaction: social media encourages
two-way communication. Businesses can engage
with their audience through comments, messages,
and interactive posts. This engagement helps build
relationships and trust, making users more likely to
become leads.
• Lead Capture Forms: Many social media platforms oer
features for creating lead capture forms or buttons
directly on their proles or ads. These forms make it easy

1564 Kunal Lanjekar et al. The Scientic Temper. Vol. 14, No. 4
for interested users to provide their contact information
and become leads.
• Paid Advertising: Social media advertising allows
businesses to amplify their reach and lead-generation
eorts. Platforms like Facebook and Instagram oer
ad formats that are designed specifically for lead
generation, allowing users to sign up or request
information without leaving the platform (Table 1).
Literature Review
Chaey and Smith (2017), investigated social media is now
a primary channel for marketers to acquire leads. This
is primarily due to the massive user base and the ability
to target specic demographics. Social media platforms
are increasingly recognized as effective tools for lead
generation. Social media platforms provide a global stage
for businesses to showcase their products and services. They
showed that increased brand exp osure through social media
leads to higher brand recognition and recall, ultimately
driving more potential leads.
A study by Liang, Saraf, Hu, and Xue (2007), found that
trust in a brand or company is positively correlated with
a consumer’s likelihood to provide their information as a
lead. Social media allows businesses to engage with their
audience, build trust, and establish credibility. Social media
platforms are not just for broadcasting messages but also
for engaging in two-way conversations with customers and
potential leads. Building relationships through interaction
and personalized communication can lead to higher
trust levels, which, in turn, increase the likelihood of lead
conversion.
Smith (2016), found that well-targeted social media ads
signicantly increased lead acquisition. Paid advertising
on platforms like Facebook, Instagram, and LinkedIn has
proven to be highly eective for lead generation. Social
media is an ideal platform for promoting lead magnets
and special oers. These can include free ebooks, webinars,
exclusive discounts, and more. He showed that oering
valuable incentives in exchange for contact information can
substantially increase lead generation.
De Veirman, Cauberghe, and Hudders (2017), discuss
the impact of inuencer marketing on generating leads.
Inuencer marketing is a growing trend in social media.
Influencers can promote products or services to their
followers, and this can generate leads. Collaborating
with inuencers in the industry can be an eective lead-
generation strategy. Studies have shown that inuencers
can drive targeted trac and generate leads when they
endorse a product or service to their followers.
Smith and Zook (2011), present a framework for measuring
the ROI of social media marketing eorts. Determining the
return on investment (ROI) for social media lead generation
is crucial. They delved into the challenges of measuring the
return on investment (ROI) for social media lead generation.
While it can be complex, businesses are investing in more
sophisticated analytics to determine the impact of their
social media eorts on lead generation and sales.
Smith (2019), studied the impact of social media on
small businesses, maintaining an active presence on social
media can increase brand recognition, making it easier for
potential customers to discover a business. Social media
platforms like Facebook, Twitter, Instagram, and LinkedIn
oer businesses an opportunity to increase their brand
exposure and visibility. Social media platforms, with their
vast user bases, oer businesses an opportunity to reach a
broader audience. For example, a study by HubSpot found
that companies that post 16 or more times per month on
Facebook get 3.5 times more leads than those who post
less often.
Kim and Ko (2017), found that higher engagement rates
on social media positively correlate with increased lead
generation success. Building relationships with potential
leads is essential for lead generation. Social media allows
businesses to engage with their audience in a more personal
and interactive way. Social media is not just a broadcast
channel; it’s a two-way communication platform. Engaging
with your audience through comments, likes, and direct
messaging can help build relationships and trust. The
Nielsen Global Trust in Advertising Report found that 92% of
consumers trust recommendations from friends and family
over any other type of advertising.
Smith and Johnson (2018), emphasized that well-
optimized and shareable content can drive lead generation
eorts eectively. Social media platforms provide a space
for businesses to share valuable content, such as blog posts,
videos, and infographics. These pieces of content can attract
and engage potential leads. Many businesses use social
media to share valuable content like blog posts, videos,
and infographics. This content can act as lead magnets,
attracting users who are interested in the topic. Businesses
can then capture leads by oering downloadable resources,
newsletters, or gated content in exchange for contact
information.
Johnson et al. (2019), highlight that targeted advertising
on social media can signicantly increase the quality of
leads generated. Social media platforms oer powerful
advertising tools that allow businesses to target specic
demographics and user groups. Social media advertising,
such as Facebook ads and promoted tweets, allows for
precise targeting. Businesses can reach potential leads
based on demographics, interests, and behaviors. Research
by social media examiner showed that 55% of social media
marketers use paid advertising to acquire new leads.
Brown and White (2016), demonstrated the eectiveness
of lead capture forms on social media in generating high-
quality leads. Social media platforms offer options for
lead capture, such as contact forms, sign-up buttons, and
call-to-action (CTA) buttons. Many social media platforms

1565 Role of social media in lead generation
Table 1: Descriptive statistics
Statements Mean Median Mode SD Var Skew SE Kur SE Min Max
IDEN1 215 0 3.78 4 4 0.753 0.44 -1.27 0.122 3.320 0.13
IDEN2 215 0 3.78 4 4 1.035 1.1 -1.117 0.122 1.006 0.13
IDEN3 215 0 3.77 4 4 1.009 1.28 -0.843 0.122 0.753 0.13
IDEN4 215 0 3.76 4 4 1.006 1.012 -1.028 0.122 1.124 0.13
IDEN5 215 0 3.73 4 4 0.66 0.843 -1.117 0.122 1.23 0.13
PROD1 215 0 3.54 4 4 1.140 1.357 -0.35 0.122 -0.128 0.13
PROD2 215 0 3.61 4 4 1.118 1.159 -0.537 0.122 -0.188 0.13
PROD3 215 0 3.95 4 4 0.880 0.847 -1.321 0.122 2.456 0.13
PROD4 215 0 3.74 4 4 0.845 0.847 -1.285 0.122 2.152 0.13
PROD5 215 0 3.83 4 4 1.001 1.018 -1.159 0.122 1.480 0.13
LEAD1 215 0 3.82 4 4 1.011 1.054 -1.00 0.122 0.657 0.13
LEAD2 215 0 3.7 4 4 1.100 1.137 -0.770 0.122 0.148 0.13
LEAD3 215 0 3.85 4 4 1.107 1.173 -1.017 0.122 0.32 0.13
LEAD4 215 0 3.6 4 4 1.098 1.18 -0.43 0.122 -0.030 0.13
WEB1 215 0 3.83 4 4 1.02 1.095 -1.115 0.122 1.112 0.13
WEB2 215 0 3.87 4 4 1.01 1.149 -1.138 0.122 0.68 0.13
WEB3 215 0 3.88 4 4 1.022 1.139 -1.142 0.122 1.350 0.13
WEB4 215 0 3.83 4 4 1.131 1.173 -1.112 0.122 1.045 0.13
EMAIL1 215 0 3.76 4 4 1.112 1.14 -0.38 0.122 0.121 0.13
EMAIL2 215 0 3.73 4 4 1.024 1.113 -0.733 0.122 0.357 0.13
EMAIL3 215 0 3.67 4 4 1.120 1.247 -0.558 0.122 -0.135 0.13
EMAIL4 215 0 3.43 4 4 1.07 1.260 -0.380 0.122 -0.557 0.13
PAID1 215 0 3.87 4 4 1.189 1.371 -1.378 0.122 1.02 0.13
PAID2 215 0 4 4 4 1.121 1.384 -1.520 0.122 1.758 0.13
PAID3 215 0 3.96 4 4 1.123 1.357 -1.456 0.122 1.470 0.13
ORG1 215 0 3.44 4 4 1.254 1.654 -0.417 0.122 -0.863 0.13
ORG2 215 0 3.24 4 4 1.137 1.560 -0.329 0.122 -1.017 0.13
ORG3 215 0 3.32 4 4 1.251 1.751 -0.458 0.122 -0.872 0.13
Table 2: Independent sample t-test on gender over the constructs
Statements Gender N Mean STD Deviation Sig. (2-tailed)
Identify the Prospects Male 94 3.70 .879 .252
female 121 3.82 .758 .283
Produce remarkable Material Male 94 3.71 1.011 .654
female 121 3.75 .730 .672
Lead segmentation Male 94 3.58 1.024 .013
female 121 3.87 .654 .016
website optimization Male 94 3.89 .735 .550
female 121 3.82 1.010 .543
email marketing Male 94 3.56 1.099 .157
female 121 3.71 .743 .188
paid ads on google Male 94 3.85 1.132 .170
female 121 4.02 1.098 .281
organization success Male 94 3.12 1.264 .015
female 121 3.49 1.162 .010

1566 Kunal Lanjekar et al. The Scientic Temper. Vol. 14, No. 4
have integrated lead capture tools such as lead forms and
direct messaging features. These tools allow businesses to
gather information from potential leads dire ctly through the
platform, streamlining the lead-generation process.
Jones and Smith (2018), highlighted the importance of
timely responses to inquiries on social media in converting
potential leads into customers. Social media facilitates real-
time communication with potential leads through direct
messaging and chatbots. Social media isn’t just about
generating leads; it’s also a platform for nurturing them.
Table 3: One-way ANOVA on age over the constructs
Statements Age Mean STD Deviation F Sig.
Identify the prospects
Below 25 37 3.83 .854
.137 .741
25–35 76 3.79 .775
35–45 74 3.75 .839
Above 45 28 3.66 1.024
Total 215 3.77 .835
Produce remarkable material
Below 25 37 3.82 .740
.245 .639
25–35 76 3.79 .857
35–45 74 3.65 .860
Above 45 28 3.70 1.008
Total 215 3.74 .830
Lead segmentation
Below 25 37 3.91 .866
1.546 .132
25–35 76 3.76 .871
35–45 74 3.57 .878
Above 45 28 3.94 .543
Total 215 3.74 .837
Website optimization
Below 25 37 3.96 .849
.369 .654
25–35 76 3.82 .881
35–45 74 3.89 .869
Above 45 28 3.71 1.035
Total 215 3.85 .830
Email marketing
Below 25 37 3.42 1.152
3.052 .0018
25–35 76 3.48 .753
35–45 74 3.80 .841
Above 45 28 3.98 .871
Total 215 3.65 .843
Paid ads on Google
Below 25 37 4.23 .869
1.456 .119
25–35 76 3.89 1.147
35–45 74 3.98 1.117
Above 45 28 3.61 1.258
Total 215 3.94 1.110
Organization success
Below 25 37 3.45 1.159
1.127 .258
25–35 76 3.13 1.249
35–45 74 3.38 1.171
Above 45 28 3.58 1.101
Total 215 3.33 1.162
Businesses can use social media to provide personalized
content and engage in one-on-one conversations with leads,
guiding them through the sal es funnel. A report by Marketing
Sherpa found that 64% of companies see an increase in lead
conversion rates through eective lead nurturing.
Green and Brown (2019), discussed how data-driven
decision-making can lead to more eective lead generation
campaigns. Social media platforms provide detailed
analytics and data insights that businesses can use to rene
their lead-generation strategies. Social media platforms

1567 Role of social media in lead generation
oer advanced analytics tools that allow businesses to track
the eectiveness of their lead-generation eorts. These
insights help in understanding what strategies are working
and which ones need adjustment. They can help businesses
rene their approach and increase lead generation success.
Objecves of the Study
• To study the concept of social media and lead generation.
• To study the relationship between demographic factors
and social media.
• To study the impact of social media tools in lead
generation.
Hypothesis of the Study
Ha1. There is a signicant eect of gender on lead
segmentation (Table 2).
Ha2. There is a signicant eect of age on email
marketing (Table 3).
Ha3. There is a signicant eect of educational
Table 4: One-way ANOVA on educational qualication over the constructs
Statements Education Mean STD Deviation F Sig.
Identify the prospects
UG 52 3.83 .742
.251 .646
PG 122 3.76 .885
Others 41 3.68 .743
Total 215 3.77 .752
Produce remarkable material
UG 52 3.79 .778
.273 .588
PG 122 3.75 .749
Others 41 3.62 1.010
Total 215 3.74 .853
Lead segmentation
UG 52 3.69 .861
1.025 .256
PG 122 3.82 .740
Others 41 3.59 1.032
Total 215 3.74 .882
Website optimization
UG 52 3.83 .769
.169 .682
PG 122 3.83 1.022
Others 41 3.95 .674
Total 215 3.85 .871
Email marketing
UG 52 3.90 .862
2.467 .038
PG 122 3.53 .850
Others 41 3.66 1.003
Total 215 3.65 .834
Paid ads on google
UG 52 3.94 1.120
.189 .670
PG 122 3.98 1.105
Others 41 3.84 1.103
Total 215 3.94 1.162
Organization success
UG 52 3.51 1.137
1.279 .186
PG 122 3.21 1.251
Others 41 3.48 1.101
Total 215 3.33 1.156
qualication over paid ads on Google (Table 4).
The results of hypotheses testing as shown in Table 5.
Research Methodology
The study conducted a thorough and accurate examination
of primary and secondary data pertaining to various aspects
of social media for lead generation. First-hand customer
feedback collected through well-crafted questionnaires
• Primary data was gathered with the help of a well-
structured questionnaire using the survey method.
• Secondary data was gathered from research papers,
magazines, books, reports, etc.
The data is collected from 215 respondents using a non-
probability convenience sampling method.
Analysis and Discussion
These statistics show a rather symmetrical distribution
with a peak between 3.7 and 4, mean values of almost 215,
median values of 0, and mode values of about 3.7 to 4.

1568 Kunal Lanjekar et al. The Scientic Temper. Vol. 14, No. 4
Skewness (Skew) values show that distributions are slightly
left-skewed and range from about -1.2 to -0.4. All datasets
show a consistent standard error (SE) of roughly 0.122,
indicating little uncertainty in the sample mean.
Table 2 indicates that gender has a signicant impact
on both lead segmentation and organizational success.
The signicant values for lead segmentation are 0.013 for
men and 0.016 for women, and for organization success,
they are 0.015 for men and 0.010 for women. Gender has
no discernible eect on other constructs.
One way Anova analysis indicates that age has a
substantial impact on email marketing, with a signicant
value of 0.018.
Table 4 indicates that email marketing only becomes
important at the 10% level of educational qualication, with
a value of 0.038.
Conclusion
There are many opportunities to talk about the future
of lead generation and social media on this subject. As
technology advances, businesses’ approaches to using
social media to generate leads are also evolving. Because of
the advancements in articial intelligence, voice and visual
search, video production, social commerce, and inuencer
marketing, businesses have an abundance of opportunities to
generate leads and grow their businesses using social media.
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Table 5: Hypotheses testing
Hypotheses Results p-value Results
HaThere is a signicant eect of gender over lead segmentation 0.010 Accepted
HaThere is a signicant eect of age over email marketing 0.018 Accepted
HaThere is a signicant eect of educational qualication over paid ads on Google 0.675 Rejected