Student name: Vaibhav mishra

Madhav lankapati
Standard:MBA(SEM-2)
Contents
1. REVIEW OF LITERATURE: ......................................................................................................................... 3

2. RESEARCH METHODOLOGY: ................................................................................................................... 8

2.1. PROBLEM STATEMENT: ..................................................................................................................... 8

2.2. RESEARCH OBJECTIVE: ..................................................................................................................... 8

RESEARCH DESIGN: ....................................................................................................................................... 8

TYPE OF DESIGN: ............................................................................................................................................ 8

2.2.1. SAMPLING: ......................................................................................................................................... 8

2.2.2. SAMPLING FRAME: .......................................................................................................................... 9

2.2.3. SAMPLE: ............................................................................................................................................. 9

2.2.4. DATA COLLECTION: ........................................................................................................................ 9

2.2.5. TOOLS FOR ANALYSIS: ................................................................................................................... 9

2.2.6. BENEFITS OF THE STUDY: ............................................................................................................. 9

2.2.7. LIMITATIONS OF THE STUDY: ...................................................................................................... 9

2.3. TEST APPLIES ON STUDY ................................................................................................................ 10

3. BIBLIOGRAPHY ......................................................................................................................................... 17

4. REFERENCE: ............................................................................................................................................... 18
 1. REVIEW OF LITERATURE:

Torres (2010) has studied on “Social Networking and Online Privacy: Facebook Users' Perceptions” This study
investigates Facebook users' perceptions of online privacy, exploring their awareness of privacy issues and
how their behavior is influenced by this awareness, as well as the role of trust in an online social networking
environment. A cross-sectional survey design is used. The sample frame is a network of Facebook friends; 285
survey responses were collected giving a response rate of 47.5 percent. The study reveals over half of
Facebook users have a high level of privacy awareness; however, an element of uncertainty is evident. Privacy
concerns are prevalent especially relating to third parties' access to Facebook users' information. Over three-
quarters of users have changed their privacy settings to tighter controls, prompted largely by privacy
concerns. The most active period for change to privacy settings was 2010, reflecting a response to the
controversy surrounding Facebook's privacy approach. Only one-quarter of users trust Facebook, yet the
majority of users believe both Facebook and users have an equal obligation to protect users' information.

Eleonora Pantano (2010) Has studied on “Consumer perception of computer-mediated communication in a

social network “To date, many firms are exploiting the new web-based tools in order to achieve fast and
efficient information on consumer’s needs and preferences. Indeed, there is a wide diffusion of advertising
messages mediated by social networks. The aim of this research was to investigate how advertising through a
social network like Facebook can affect consumer’s perception, in order to understand how firms can exploit
this particular tool to influence consumer’s behavior. Their research is based on the following variables: utility,
interactivity and customization of the Facebook firm’s page, characteristics of the page, perceived security and
satisfaction in the use of the page, and loyalty to the Facebook page.

Ketly Logan (2010) Has studied on “Facebook versus television: advertising value perceptions among females”
the purpose of this paper was to compare female students' perceptions of the value of advertising on social
network sites (SNSs) to their perceptions of the value of television advertising. An online questionnaire was
fielded among students from three major universities in the USA, as well as SNSs (Facebook, LinkedIn, and
Twitter). The final sample (n=259) was comprised of female students who had used social media and television
during the past month. The authors developed two structural equation models using Amos 18 statistical
software. The analysis indicated that Ducoffe's Ad Value model does not provide a good fit for assessing
advertising value in social media or television. While Irritation was a factor in assessing Attitude toward
advertising, the respondents assessed ad value on the basis of Entertainment (higher for social media) and In
formativeness (higher for television).
Katherine K. Roberts (2010) has studied on “Privacy and Perceptions: How Facebook Advertising affects its
Users” The objective of this study was to see how undergraduate students from four colleges across the
country view Facebook and its advertisers. The results indicated that student reactions did not
overwhelmingly lean in a particular direction: Individual users perceive the site differently and this
determination directly correlates with the uses and gratification theory.

Cammila Bond (2010) Has studied on “Social Media Advertising: An Investigation of Consumer Perceptions, for
Engagement” Social media brings with it powerful opportunities for brands to engage with consumers, one
method being through interactive advertising. Qualitative focus groups were conducted with consumers to
assess perceptions and attitudes towards social media advertising, and preferences for brand engagement
through this channel. Findings suggest that use of social media advertising in a multichannel communications
approach could have powerful impact on brand loyalty and engagement.

Mohd Helmi Abd Rahim (2012) Has studied on “Green Advertising and Environmentally Responsible
Consumer Behavior: The Level of Awareness and Perception of Malaysian Youth” The study determines to find
the level of awareness and perception on green living amongst Malaysian youth through the use of
advertising. The main objective is to explore awareness and perception of Malaysian youth towards green
advertising promoted by the government. A survey was conducted to gather responses from online
respondents using the social media website. Three hundred and twenty respondents have responded to the
six-month survey time, to a 20 questions questionnaire. The result indicates that, generally, the Malaysian
youth have some awareness on what the term ‘green living’ denotes. However, those who practice green
living are lower. They have been exposed to green advertising, but not all practice green living due to the lack
of comprehensive understanding of the concept. The Malaysian youth exhibit positive perception towards
green advertising. The finding concludes that there is a need for current and upcoming green advertising,
especially ones that are done by the government to improve on their message delivery, creativity and
information for the youth to respond in practice.

Antonis Kodjamanis (May2013) Had Studied On “Consumer Perception and Attitude Towards Advertising on
Social Networking Sites: The Case of Facebook” The paper tells that to what extend Facebook advertising
generates purchasing intentions, and influence consumers’ buying habits. They had analyses consumers’
opinions regarding issues of privacy and social pressure from online communities, and their effect on
consumers’ shopping habits. By conducting a survey, they had compared user’s viewpoints of internet
advertising from the late 90’s with the viewpoints of young people that are constantly exposed to social
media. They had argued that there are minor changes in the user’s viewpoints during that period and show
that users depend more on the internet as a source of information, yet social pressure and eWoM are still the
major mechanisms that contribute to a brand’s success. The main conclusion of their study is that brands
should invest in the social communication aspects of Facebook as an advertising mechanism.

Alaxaendra Bannister (2013) Has Studied on “College Students Perception Regarding Facebook Advertising”
This study examines the perceptions toward advertisements on one of the most popular social networking
sites today, Facebook. Results of an exploratory study show that while most college students are active
Facebook users, they are unlikely to click on Facebook advertising or engage in purchase behaviors.

Azizul Yaakop, Marhana Mohamed Anuar, Khatijah Omar (2013) Has Studied on” Issue ofCreditabilityon
Facebook Advertising” This paper examined the online factors that influence consumers’ Perceptions towards
advertising on Facebook. A total of 350 respondents participated in that study. The results suggest that there
are three online factors that significantly influence consumers’ attitudes towards advertising on Facebook. The
factors are perceived interactivity, advertising avoidance and privacy. Surprisingly, credibility was not a
significant factor predicting consumer’ attitudes towards advertising on Facebook. This paper provides some
insights to advertisers into dimensions that may draw consumers’ favorable attitudes towards advertising on
SNS’s, especially Facebook.

Young Wook Ha (2013) Has studied on “framework for mobile SNS advertising effectiveness: user perceptions
and behavior perspective” This study develops and empirically tests a framework for mobile social network
service (SNS) advertising effectiveness. The study sets the advertising value, attitude towards advertising, and
behavioral intentions as the key variables for the assessment of advertising effectiveness. Regarding
antecedents of advertising effectiveness, the study identifies the salient attributes of mobile SNS advertising
as social, mobile convenience, and active control; the main sub-values of mobile SNS advertising as
informativeness, entertainment, and irritation.
Kamakshi Iyer (2014) studied “Perception of similarities and differences of the authenticity and
trustworthiness of online advertising versus the authenticity and trustworthiness of respective online brand
communities”. They were looking at brand communities associated with Social Media that were formed on the
basis of specific products or services. They further aimed to assess the trust individual participants in those
brand communities obtain in contrast to information provided by companies and their marketing and
public relations strategies. Their research then went beyond this comparative discussion in order to assess
differences and similarities among individuals across different cultures. They believe that the connection
between consumers may be stronger and perceived as equally or more trustworthy than the ‘traditional’
connection between an individual consumer and the information portrayed in marketing or public relations
strategies by the company itself. They further believe that cultural differences in perceptions of trust may be
minimal or non-existent.

Numan Arif Dar (2014) Has studied on “The purpose of this paper was to examine perception of value of
advertising on Facebook and television in both male and female students of University of Gujarat.
Questionnaire was distributed among students of 6 major department of University of Gujarat. The final
sample (n=300) was consists of both male and female students. Structural equation modeling was used in this
study. The findings show that Ducoffe’s Ad Value was not fit for both Facebook and television. While irritation
was also a factor that directly affect attitude toward advertisement. Entertainment and irritation have direct
impact on attitude toward advertising. Future research must be included some other SNSs in comparison with
radio or other medium. Revised Ad Value model will provide help for companies so they should remind
entertainment and irritation factors while making Advertisements.

Gabi Sorrentino (2014) Has studied on “The Effectiveness of Online Advertising: Consumer’s Perceptions of
Ads on Facebook, Twitter and YouTube” The growth of Internet usage has created a platform for businesses to
attract and retain customers. While online advertising strategies are used by many businesses, the
effectiveness of these methods being used can be debated. This study will provide an analysis of online
advertising and its effectiveness. A study was conducted to test the consumer’s perception of online
advertising on the popular social webpages: Facebook, YouTube and Twitter. Steps were also taken to test a
possible gender difference when it comes to consumer’s receptiveness to online advertising on these sites.
Uchenna Patricia Ekwugha, Chinwe Elizabeth Uzochukwu (2015) Had studied on“Audience Perception of The
Credibility of Facebook Advertising”.This study examines how the young and adults who form majority of the
Facebook users perceive Facebook advertisements. A sample of 396 respondents was selected among
undergraduates of Nnamdi Azikiwe University, Awka (Unizik) through a multi-stage procedure. Findings of the
study show that the undergraduates perceive most of the advertisements on Facebook as credible and
trustworthy. The study therefore recommends that social media advertisers mainly Facebook should maintain
the favorable disposition undergraduates have towards Facebook advertising by packaging and disseminating
only true and credible promotional messages to the users.

Azizul Yadi Yaakop, Marhana Mohamed Anuar Has studied on “consumer’s perceptions towards advertising
on Facebook in Malaysia” This paper aims to examine the online factors that influence consumers’ perceptions
and attitudes towards advertising on Facebook. A total of 350 respondents participated in the study. The
results suggest that there are three online factors that significantly influence consumers’ attitudes towards
advertising on Facebook. The factors are perceived interactivity, advertising avoidance and privacy.
Surprisingly, credibility was not a significant factor predicting consumer’ attitudes towards advertising on
Facebook. This paper provides some insights to advertisers into dimensions that may draw consumers’
favorable attitudes towards advertising on SNS’s, especially Facebook.

Katherine K. Roberts (2010) has studied on “Privacy and Perceptions: How Facebook Advertising affects its
Users” The objective of this study was to see how undergraduate students from four colleges across the
country view Facebook and its advertisers. The results indicated that student reactions did not
overwhelmingly lean in a particular direction: Individual users perceive the site differently and this
determination directly correlates with the uses and gratification theory.

Dutta-Bergman, Homer and Yoon (2006) has studies onAttitude toward advertising has been a studied topic
of many marketing researchers foralong timeHowever, since SNS’s creation in 2004, little research is found on
howadvertising in SNSis perceived by its users. According to Kelly, Kerr, and Drennan (2010), a consumer
mayperceive information offered as credible if he/she trusts the media where the content is comingfrom.
Furthermore, a consumer is likely to pay lessattention to the advertising content if he/shedoes not trust the
media.
 2. RESEARCH METHODOLOGY:

2.1. PROBLEM STATEMENT:

Nowadays social media has become a major source of marketing which has a wide range all over the world.
Facebook has developed and grown very well among the various social media. Social media is a key
component of the marketing mix, affecting the relationship between consumers and brands. So in today’s fast
changing and technologically developing era it has become important to study the relationship between
Facebook Advertising and consumer’s perception towards it in Surat city. This project is to investigate
consumer perceptions and attitude to commercialization of the Facebook, and specifically focuses on
Facebook users’ belief on attitude and perceptions about Facebook Advertisements in Surat city.

2.2. RESEARCH OBJECTIVE:

 To study Consumer perception towards advertising on Facebook in Surat City.
 To study Consumer attitude towards advertising on Facebook in Surat City.
 To know whether the Facebook is a valuable source for getting the information through advertisement.

RESEARCH DESIGN:

TYPE OF DESIGN:
 Descriptive research: The purpose of descriptive research is to describe characteristics of a
population or phenomena.Descriptive research method will be applicable to the existing
problem.Descriptiveresearch design includes surveys and fact findings, enquiries of different kinds.
The major purpose of descriptive research is description of the state of affairs, as it exists at
present
 Exploratory research:As its name implied the objective of exploratory research is to explore.

2.2.1. SAMPLING:
 Non-probability convenience sampling is used.Non-probability sampling is a sampling technique where
the odds of any member being selected for a sample cannot be calculated.
2.2.2. SAMPLING FRAME:
 Respondents are Facebook users in Surat city.

2.2.3. SAMPLE:
 Sample size is 52.

2.2.4. DATA COLLECTION:

 Primary Data:Primary data is originally collected. It consists of original data.Primary data was collected
through structured questionnaires distributed through google docks among the consumers/users of
Facebook in Surat city.
 Secondary Data:Secondary data were collected from web.

2.2.5. TOOLS FOR ANALYSIS:

 There are various methods through which survey can be conducted like online, telephonic, mails, face
to face; computerized etc. In this survey online survey tool, Structured Questionnaires are used.
 Data interpretation and analysis have been conducted by using Microsoft Excel 2016 and SPSS version
25.

2.2.6. BENEFITS OF THE STUDY:

 From this study the Marketer/ company comes to know that Facebook Advertisements is Preferable or
not.
 We can come to know the perception and attitude of the consumers overall about Facebook
advertisements.

2.2.7. LIMITATIONS OF THE STUDY:

 The survey is limited to SURAT city only so the results of this survey may not be applicable to other
parts of the world.
2.3. TEST APPLIES ON STUDY
 Crosstab
3.occupation
Employe Profes Self-
8.What is main your reason for using Facebook? d sional employed Student Total
Active communication tool 1.Age (in Year) 18 to 25 1 5 6
(Messenger and events 25 to 35 1 2 3
reminder) 35> 0 1 1
Total 2 8 10
Business usage 1.Age (in Year) 18 to 25 2 2
(Advertising, promoting Total 2 2
your brand, product,
0service)
Serves often 1.Age (in Year) 18 to 25 1 1
Total 1 1
Stay in touch with family, 1.Age (in Year) 18 to 25 7 2 11 20
friends and others 25 to 35 1 3 6 10
35> 0 0 1 1
Total 8 5 18 31
To stay informed about 1.Age (in Year) 18 to 25 0 1 2 2 5
companies, celebrities and 25 to 35 0 0 0 1 1
friends 35> 1 0 1 0 2
Total 1 1 3 3 8
Total 1.Age (in Year) 18 to 25 8 3 2 21 34
25 to 35 2 3 0 9 14
35> 1 0 1 2 4
Total 11 6 3 32 52

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
1.Age (in Year) * 3.occupation * 52 98.1% 1 1.9% 53 100.0%
8.What is your main reason for
using Facebook?
2.gender * 3.occupation * 53 100.0% 0 0.0% 53 100.0%
8.What is your main reason for
using Facebook?
1.Age (in Year) * 3.occupation * 8.What is your main reason for using Facebook?

Crosstab
Count
3.occupation T
o
t
a
8.What is your main reason for using Facebook? Employed Professional Self-employed Student l
Active communication tool 1.Age (in Year) 18 to 25 1 5 6
(Messenger and events 25 to 35 1 2 3
reminder) 35> 0 1 1
Total 2 8 1
0
Business usage (Advertising, 1.Age (in Year) 18 to 25 2 2
promoting your brand, product, Total 2 2
service)
Serves often 1.Age (in Year) 18 to 25 1 1
Total 1 1
Stay in touch with family, friends 1.Age (in Year) 18 to 25 7 2 11 2
and others 0
25 to 35 1 3 6 1
0
35> 0 0 1 1
Total 8 5 18 3
1
To stay informed about 1.Age (in Year) 18 to 25 0 1 2 2 5
companies, celebrities and 25 to 35 0 0 0 1 1
friends 35> 1 0 1 0 2
Total 1 1 3 3 8
Total 1.Age (in Year) 18 to 25 8 3 2 21 3
4
25 to 35 2 3 0 9 1
4
35> 1 0 1 2 4
Total 11 6 3 32 5
2
 Chi-Square Tests
Asymptotic
Significance (2-
8.What is your main reason for using Facebook? Value df sided)
Active communication tool Pearson Chi-Square .625b 2 .732
(Messenger and events Likelihood Ratio .782 2 .676
reminder) N of Valid Cases 10
Business usage (Advertising, Pearson Chi-Square .c
promoting your brand, product, N of Valid Cases 2
service)
Serves often Pearson Chi-Square .c
N of Valid Cases 1
Stay in touch with family, friends Pearson Chi-Square 4.043d 4 .400
and others Likelihood Ratio 4.469 4 .346
N of Valid Cases 31
To stay informed about Pearson Chi-Square 5.867e 6 .438
companies, celebrities and Likelihood Ratio 6.766 6 .343
friends N of Valid Cases 8
Total Pearson Chi-Square 5.773a 6 .449
Likelihood Ratio 5.691 6 .459
N of Valid Cases 52
a. 9 cells (75.0%) have expected count less than 5. The minimum expected count is .23.
b. 6 cells (100.0%) have expected count less than 5. The minimum expected count is .20.
c. No statistics are computed because 1.Age (in Year) and 3.occupation are constants.
d. 6 cells (66.7%) have expected count less than 5. The minimum expected count is .16.
e. 12 cells (100.0%) have expected count less than 5. The minimum expected count is .13.
2.gender * 3.occupation * 8.What is your main reason for using Facebook?

Crosstab
Count
3.occupation
Self-
8.What is your main reason for using Facebook? Employed Professional employed Student Total
2.gender 1 1
Total 1 1
Active communication tool 2.gender Female 1 3 4
(Messenger and events Male 1 5 6
reminder) Total 2 8 10
Business usage (Advertising, 2.gender Female 1 1
promoting your brand, product, Male 1 1
service) Total 2 2
Serves often 2.gender Female 1 1
Total 1 1
Stay in touch with family, friends 2.gender Female 2 1 7 10
and others Male 6 4 11 21
Total 8 5 18 31
To stay informed about 2.gender Female 0 1 1 2 4
companies, celebrities and Male 1 0 2 1 4
friends Total 1 1 3 3 8
Total 2.gender 1 0 0 0 0 1
Female 0 3 2 1 14 20
Male 0 8 4 2 18 32
Total 1 11 6 3 32 53
 Chi-Square Tests
Asymptotic Exact
Significance (2- Sig. (2- Exact Sig. (1-
8.What is your main reason for using Facebook? Value df sided) sided) sided)
Pearson Chi-Square .b
N of Valid Cases 1
Active communication tool Pearson Chi-Square .104c 1 .747
(Messenger and events Continuity Correctiond .000 1 1.000
reminder) Likelihood Ratio .103 1 .749
Fisher's Exact Test 1.000 .667
N of Valid Cases 10
Business usage (Advertising, Pearson Chi-Square .e
promoting your brand, product, N of Valid Cases 2
service)
Serves often Pearson Chi-Square .b
N of Valid Cases 1
Stay in touch with family, friends Pearson Chi-Square .899f 2 .638
and others Likelihood Ratio .927 2 .629
N of Valid Cases 31
To stay informed about Pearson Chi-Square 2.667g 3 .446
companies, celebrities and Likelihood Ratio 3.452 3 .327
friends N of Valid Cases 8
Total Pearson Chi-Square 54.080a 8 .000
Likelihood Ratio 11.006 8 .201
N of Valid Cases 53
a. 12 cells (80.0%) have expected count less than 5. The minimum expected count is .02.
b. No statistics are computed because 2.gender and 3.occupation are constants.
c. 4 cells (100.0%) have expected count less than 5. The minimum expected count is .80.
d. Computed only for a 2x2 table
e. No statistics are computed because 3.occupation is a constant.
f. 3 cells (50.0%) have expected count less than 5. The minimum expected count is 1.61.
g. 8 cells (100.0%) have expected count less than 5. The minimum expected count is .50.
2.gender * 3.occupation * 8.What is your main reason for using Facebook?

Chi-Square Tests
Asymptotic Exact
Significance (2- Sig. (2- Exact Sig. (1-
8.What is your main reason for using Facebook? Value df sided) sided) sided)
Pearson Chi-Square .b
N of Valid Cases 1
Active communication tool Pearson Chi-Square .104c 1 .747
(Messenger and events Continuity Correctiond .000 1 1.000
reminder) Likelihood Ratio .103 1 .749
Fisher's Exact Test 1.000 .667
N of Valid Cases 10
Business usage (Advertising, Pearson Chi-Square .e
promoting your brand, product, N of Valid Cases 2
service)
Serves often Pearson Chi-Square .b
N of Valid Cases 1
Stay in touch with family, friends Pearson Chi-Square .899f 2 .638
and others Likelihood Ratio .927 2 .629
N of Valid Cases 31
To stay informed about Pearson Chi-Square 2.667g 3 .446
companies, celebrities and Likelihood Ratio 3.452 3 .327
friends N of Valid Cases 8
Total Pearson Chi-Square 54.080a 8 .000
Likelihood Ratio 11.006 8 .201
N of Valid Cases 53
a. 12 cells (80.0%) have expected count less than 5. The minimum expected count is .02.
b. No statistics are computed because 2.gender and 3.occupation are constants.
c. 4 cells (100.0%) have expected count less than 5. The minimum expected count is .80.
d. Computed only for a 2x2 table
e. No statistics are computed because 3.occupation is a constant.
f. 3 cells (50.0%) have expected count less than 5. The minimum expected count is 1.61.
g. 8 cells (100.0%) have expected count less than 5. The minimum expected count is .50.
 3. BIBLIOGRAPHY

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 4. REFERENCE:
 https://www.google.co.in/search?q=facebook+logo&source=lnms&sa=X&ved=0ahUKEwjWxsWfhPLUA
hXJj5QKHTtZBIAQ_AUIBSgA&biw=1366&bih=651&dpr=1
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marketing
 http://www.newindianexpress.com/nation/Facebook-to-Have-Largest-Users-from-India-by-2017-
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 https://zephoria.com/top-15-valuable-facebook-statistics/