Case Studies & Social Media Analysis: Structure, Critique, and Real-World Impact

Key Concepts and Frameworks

1. Case Studies: Definition and Purpose

A case study is a detailed examination of a specific real-world problem or scenario (e.g., a company’s failure, a policy’s impact, or a social media campaign). It helps students:

• Apply theoretical knowledge to practical situations.
• Develop critical thinking and problem-solving skills.
• Understand cause-effect relationships.

How It Works:

• Descriptive: Summarizes facts (e.g., "eSewa’s user growth dropped 15% after the 2023 cyberattack").
• Analytical: Explains why (e.g., "Poor encryption + lack of backup systems").
• Prescriptive: Suggests solutions (e.g., "Implement two-factor authentication").

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2. Common Case Study Frameworks

Use these to structure your analysis. Memorize their acronyms!

Worked Example: Ncell’s 4G Rollout Failure (2020) Scenario: Ncell’s 4G network collapsed during the COVID-19 lockdown, causing customer complaints. Analysis Using SWOT:

• Strengths: Strong brand loyalty; government partnerships.
• Weaknesses: Outdated infrastructure; poor customer service response.
• Opportunities: Government subsidies for telecom upgrades.
• Threats: Competitors (NTC) offering better deals. Prescription: Invest in cloud-based networks + train staff for crisis management.

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3. Social Media Analysis: Tools and Techniques

Social media posts (tweets, ads, memes) are texts with hidden agendas. Analyze them using:

A. Rhetorical Devices (ETHOS, PATHOS, LOGOS)

Worked Example: eSewa’s "Digital Nepal" Campaign Post: "Pay your bills in 30 seconds—no queues, no hassle! 🚀 #DigitalNepal"

• Pathos: Appeals to frustration with traditional banking.
• Logos: "30 seconds" is a quantifiable claim.
• Ethos: Implies eSewa is the "modern" solution (vs. banks).

B. Bias and Tone Analysis

• Confirmation Bias: Only showing positive reviews (e.g., Khalti’s "5-star only" ads).
• Tone: Is it sarcastic? (e.g., "Another traffic jam in Kathmandu—thanks, NTC!" on Twitter).
• Audience Targeting: WhatsApp ads for "Khalti Pay" vs. Facebook ads for "eSewa loans."

Activity: Analyze this tweet:

"NEPSE’s new trading app is a scam. Just lost Rs. 50,000 in a ‘glitch.’ #FraudAlert"

• Bias: Personal anecdote (not data).
• Tone: Angry, accusatory.
• Intended Audience: Other NEPSE users (pathos over logos).

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4. Writing a Case Study Analysis

Structure:

1. Summary: 2–3 sentences on the scenario (who, what, when, where).
2. Analysis: Use 1–2 frameworks (e.g., SWOT + PESTLE).
3. Evaluation: Weigh pros/cons (e.g., "While Khalti’s UPI integration helped, it also exposed users to phishing").
4. Recommendations: Actionable steps (e.g., "NTC should partner with local ISPs").

Sample Answer Starter:

"The 2023 Daraz delivery strike highlighted inefficiencies in Nepal’s e-commerce logistics. SWOT analysis reveals Daraz’s strength in brand recognition but weakness in driver wages (PESTLE: Economic factor). Recommendation: Introduce a ‘driver profit-sharing’ model, as used by Pathao in Bangladesh."

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In the Real World

1. eSewa’s "Digital Nepal" Ads

   • Idea Used: Pathos + Logos (emotional appeal + data).
   • How: Ads show long bank queues with the tagline "Why wait? Pay in seconds." They cite "90% of transactions completed in <1 minute" (logos).
   • Tie to Worked Example: Like the eSewa campaign above, but scaled nationally.

2. NTC’s Fiber Expansion Debate (2022)

   • Idea Used: PESTLE Analysis
   • How: Critics argued NTC’s fiber rollout failed due to:
     • Political: Corruption in tender processes.
     • Technological: Outdated equipment.
     • Legal: Slow land acquisition laws.
   • Tie to Worked Example: Similar to Ncell’s 4G failure, but with a political layer.

3. WhatsApp Business vs. Facebook Ads for Small Shops

   • Idea Used: Audience Targeting
   • How: A Kathmandu tailor might use:
     • WhatsApp: Direct messages to past customers (personalized).
     • Facebook: Targeting "fashion lovers aged 25–40" (broad reach).
   • Tie to Worked Example: Shows how tone (casual vs. formal) changes based on platform.

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Visuals: Real-World Examples

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Common Mistakes to Avoid

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Exam Tip

1. Time Management:

   • Spend 5 minutes summarizing the case.
   • 10 minutes on analysis (pick one framework).
   • 5 minutes on recommendations.

2. Marks Distribution (Typical TU Exam):

   • Summary: 20% (must be concise).
   • Analysis: 50% (framework application + depth).
   • Recommendations: 30% (must be specific and feasible).

3. Pro Tip for Social Media Questions:

   • If asked to "critique a social media post," always:
     1. Identify the audience.
     2. Spot the rhetorical device (ethos/pathos/logos).
     3. Discuss potential biases.

4. Avoid:

   • Vague recommendations ("They should improve" → How?).
   • Copy-pasting framework definitions without applying them.

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Practice Questions (Self-Check)

1. Case Study: "Khalti’s stock price dropped after a data breach exposed 1 million users’ details. Analyze using SWOT and suggest one ethical solution."

2. Social Media Analysis: "Critique this Pathao ad: ‘Ride for Rs. 10—limited time! 🚀 #PathaoDeal’ for bias and tone."

3. Framework Application: "Use PESTLE to explain why NEPSE’s online trading platform failed during the 2021 lockdown."