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1
Software Displays Similarity Data
A STUDY ON THE EFFECTIVENESS OF SOCIAL MEDIA ADVERTISEMENT CONTENT ON SOCIAL ME
DIA USERS By Rishi Parajuli 17YACMD158 Under the guidance of Prof. VishweshwarMensumane Assistant Profe
ssor PRESIDENCY COLLEGE Bangalore University 2018 – 2019 CHAPTER -1 INTRODUCTION 1.1 Advertising
: Advertising can be defined as a medium of interaction with the consumer of the product or service. Advertisements
are information paid for by the companies who send them and want to update or influence people who receive them.
Advertising is communicated through various media, including traditional media and modern media. It is always pres
ent among the public even though they are not aware of it. It is one of the major promotional activities where people
pay for the space either in real world or in the virtual world done to promote products. It is a practice that is followed
by the promoters to make consumers notice the product/service. It persuades the people to respond towards the prom
otional activities in certain way. It acts as the major source of income for the people involved in the business regardin
g advertisement. Our lives are administered by advertisements to a great extent. They have also become a vital eleme
nt of the corporate world and large amount of money is being assigned by companies towards their advertising budge
t. Advertising has progressed to a great extent over the years. In today’s world a large choices are available to the Ad
vertisers, of the medium, through which they can advertise their product or service. Advertising is the non-personal c
ommunication of information usually paid for and usually persuasive in nature about products, services or ideas by id
entified sponsors through the various media. 1.1.1 Retail/Local Advertising Retailers and merchants are focused to e
ntice consumers on the basis of price, operating hours, service, atmosphere, image and experiences. Normally, retail
advertising is observed to induce footfall and number of store visits. 1.1.2 Primary- Versus Selective Demand Advert
ising With an aim of helping new products gain market acceptance, marketers use primary advertising strategy to sti
mulate demand for the general product class or entire industry. While marketers use selective demand advertising in
order to stimulate demand and purchase intention for selective or specific brands. 1.1.3 Professional Advertising: In p
rofessional advertising strategy, marketers induce working professionals from different walks of life to use company’
s produces services and brands. The other motive of professional advertising is to generate favorable responses and p
ositive word or mouth for the marketer’s products or services. 1.1.4 Trade Advertising: Often the companies make th
eir efforts to deliver value for their channel members such as wholesalers, distributors, retailers so that the channel m
embers are likely to prefer, promote and sell the company’s products and services. As per hierarchy of effects model
advertising is classified as informative advertising, persuasive advertising, reminder advertising and reinforcement ad
vertising. Informative advertising is focused to create awareness, buzz and information of new products or after cosm
etic modification of existing products or services. Persuasive advertisement is aimed at inducing likeliness, preferenc
es, favorable judgments and purchase intention for products and services. When brands or products are well establish
ed, reminder advertisement is used to stimulate repeat purchase behavior of the consumers. While consumers have be
come repeat consumers then marketers enhance confidence of consumers through reinforcement advertisements. San
dage, FryburgerandRotzoll (1989) identified seven types of advertising: Brand Advertising: It is usually visual and te
xtual advertising. Such advertising is intended primarily to achieve a higher level of consumer recognition of specific
brands. (Sandage et al., 1989). Commerce & Retail Advertising: Advertising of this type focuses on the specific pro
duction organization or product sales: it can be a service company or a shop. The main task of the commerce and reta
il advertising is to encourage the inflow of potential buyers by informing them about the place and the main terms of
the provision of certain goods or services. Political Advertising: Influential and usually persuasive type of advertising
to form an image, disseminate information, conduct political campaign, reinforce propagandas and to cover criticism
s by political leaders. Political advertising is often used to drive sentiments of people. Advertising with a Feedback:
With the use of direct email information about products and services is shard for prospective customers. Such prospe
cts are aimed to convert into lead and finally sales. In other words, it also involves use of catalogues. Feedback of pot
ential customers is used to build relationship, update catalogue and even make cosmetic modification of products or s
ervices. Corporate Advertising: Corporate advertising serves as reinforcement and purpose of public relations and rel
ationship building. Organizations aim to made positive, favorable and distinct responses in the process of public opin
ion building. Basically enrichment of corporate image is the theme of these advertisements. Business Advertising: Bu
siness advertising is professionally-oriented advertising, intended for exchange of information for business entities w
ho share homogeneous set of activities, opinion and interests. Such advertising is spreading mainly through specializ
ed publications. Public or Social Advertising: Dissimilar to business advertising, social advertising is directed for the
social entities who share common interests, activities, opinions or way of life. Single mothers, childless couples, teen
agers, differently abled, minorities are addressed through message often for social cause. 1.2 Concept of Advertising
on Social Networking sites: With the help of social media, the advertisements are served to the social media user. So
cial media platforms make use of the most relevant information in the advertisements interacting with the public rega
rding a specific platform. Most of the time, social media advertising can give increment in sales with minimum cost o
f acquisition. Social media advertisements depend on various factors which include concentrated target users, accessi
ble target users and active engagement of users with the ads. Finding success with regards to social media is possible
only with the use of various strategies seamlessly. Social media provides a environment where the users are able to c
ommunicate across different touch points and this occurs even before the service or product delivered. As social med
ia has emerged as one of the most important advertiserof modern day, it can entice its customers who are willing to b
ecome repeat consumers. It plays a role of an intermediary between the promoters and the end users. Relationship get
s even stronger among these two participants with the aidof social media. Social media targets a certain section of ag
e, demography and geography for better offering its products and services. One of the key drivers of social medial m
arketing is Big Data. During business processes, when companies create engagement on their networks. Social media
platforms and other consumer devices have provided opportunities for billions of individuals around the world to co
ntribute to the amount of algorithms of their expected behavior. Online advertisement can be useful in creating aware
ness of an organization and its product and services. Online advertising includes many forms of commercial content l
ike traditional media as well as modern sought-out platform like corporate website, which allows organization to run
owned media (Ducoffe, 1996). 1.3 Origin of Social Media: The history of social media has deep roots than anyone ca
n imagine. This can be perceived as a new trend with the likes of Facebook, Instagram and all, but it is the outcome o
f many years of development. The impact of technology on social media was seen from 20 th century and the develo
pers started to develop software's to create networks that connects people and there was the birth of internet. When bl
ogging came into existence, social media started to become popular. Social media platforms like MySpace, Linked In
became popular in the in the early 1900s. it was during the same period that online photo sharing also gained promin
ence. In 1905, when You Tube was introduced it created complete new way to interact with people and share informa
tion with each other across long distances as well. During 2006, when Facebook and Twitter came among the public,
which still remain the most popular social media platforms among users, started popping up to fulfill the niche of the
users. Comparing the current scenario, as there are lots of social platforms and media, which are linked with each oth
er to post in one platform from the others. It leaded to creation of a different environment where the companies can c
ontact with tremendous amount of users without neglecting the major aspect of marketing person-to-person communi
cation. 1.4 Popularity of Social Media: E commerce changed the way how small and medium firms and entrepreneur
s conduct their business. In contrast, it was only early mid-2000s, the mostsouth out social networking platform Face
book started out. Currently, Facebook has 2.27 Billion of monthly active users, whereas YouTube has 4,333,560 vie
ws in a minute,Instagram 1 Billion monthly users, Twitter 336 Million, Skype 300 Million, Linked 294 Million, Vibe
r 260 Million, Snapchat 225 Million and Pinterest 200 Million (Statista, 2018). These social networks have strong cu
stomer or user engagements, exchange of user generated contents and have strong social impacts on lives and profess
ion. Early utility of World Wide Web was that of a navigation tool to locate basic information. Afterwards, World W
ide Web was found to be utilized for making sales, addressing purchase related queries and a platform to take feedba
ck of stakeholders. The social media has been most popular these days due to the ample opportunities provided to me
et new peoples. The users have access to millions or billions of user profile along the world. The existence of profiles
allowed users to find more information about different person before communicating to them. The ease-of use of soc
ial media is also one of the major reasons for social media platforms being very popular. These platforms are very us
er friendly and require least knowledge about the internet. Introduction of these platforms on mobile phones with mo
re ease to useallowed more people to use it. The users also can join groups that they are interested in various platform
s and being free to use is also boosting its popularity among the youths. The major benefit of social media for busines
s person is that they can promote their business through the use of these platforms. It basically helps the business pers
ons to reach the target customers with ease. Different search engine provide solution to the queries or problems of the
customers whereas some of them helps the customer to know more about the product/ service. 1.5 Social Media vs.
Traditional Marketing Channel Social media platformsaretakingoverother forms traditional marketing. The excessive
growth of users of internet and its amusing qualities to be offered have connected people all round the world. There i
s a shift from spending time on newspapers, radio and television to spending time on social media contents. Social m
edia marketing too comes with both the pros and cons. Social media various tools which facilitate online communicat
ion, information sharing and user community’s engagement. Social media enables a company to establish its brand a
nd promote brand associations with prospective customers. Social media thus acts as a platform to become social at b
usiness to customer’s level. Ad attributes such as information, hedonic pleasure, and social role and image was relate
d associated to online communities’ attitude formation towards Web advertising. While traditional media marketer at
tempt to locate customers from sources like newspaper, TV, hoarding board and telephone calls, social media market
er uses advance keywords based search and search engine optimization to disseminate desired information. Therefore
, using the traditional marketing media have become a tiresome effort, budget overrun while compared to social medi
a advertisements.Marketing through social media is a double sided communication as companies or marketers are als
o able to gather a significant amount of data. Not only social media enables marketers to receive feedback or track re
sponses of their target customers in a quick succession. Even if there are errors, the marketer has flexibility to rectify
then in a real time, and reduce possible undesired circumstances. Social networks have emerged as unique and power
ful tools that have forced companies to redesign their strategy to ranging from small business to large corporate. Eme
rgence of internet technology has changed traditional domain of the marketing, shift in communication process. Mark
eters see tremendous opportunity to place their products and services on social media. As a result, creative strategy,
media portfolio and media plan is now being adapted to confirm with the effectiveness of Ads on social media. Beca
use increasing utility of internet and social media usage has shaped the behavior of consumers to trust, acknowledge
and ratify electronic word of mouth, which is believed to be more credible than the message pushed by firms using tr
aditional media. Organization are induced to create a social media advertisement strategy to support as creating brand
measures, customer services management, and sales promotion. These measures have become positive factors in enh
ancing brand. Advertisements on social media platform are certain to excite and surprise the consumers and enable th
em to have a positive attitude for advertisements compared to traditional advertisements. 1.6 Forms of Social Media
Platform Among all perceived utility of using social media, basic platforms of using social media can be categorized
as 1.6.1 Social Networks: Social network platform enables the people to tie up with each other, through sharing of id
eas, conversations, personal and professional endeavors through internet. Social network uses websites and applicatio
ns to communicate informally with others, discover people of similar activities, interests and opinions. Social Networ
king platforms such as Instagram, Google+, and Snap chat allow users to connect directly with groups and individual
s. Weinberg (2009) states that Social networking platforms are connect users with similar backgrounds and interests t
hrough list of prospective connections generated through algorithms. The common features of social networking sites
are that social media users are able to interactive profiles, either a public or private, within a system. Social network
platforms allow the users to set up personalized web pages and then allow other uses to join in personalized page for
sharing information and communication (Mayfield, 2009). Social networking platforms can be seen as the communic
ation tools which support con- currentinteraction and activities in a lively and vivid approach that can deepen experie
nce. Social networking websites on the other hand, attract especial groups of user based on their demographics and c
ommunities with common interests. (Palmer & Lewis, 2009). 1.6.2 Micro blogging and Blogging Sites: Micro bloggi
ng allows the users to post short entries or updates on internet platform in a real time basis. Social media users can fl
ourish their messages via instant messages, mobile phones, and direct mails. Meanwhile, users can subscribe to other
user’s content, send direct messages, content requests and engage in conversations publically. Blogging sites enables
users to record opinions, articles, stories and share useful links. Twitter, Wordpress and Blog can be taken in this cate
gory. By far Twitter is the most preferred micro blogging site. Many companies have been using Twitter to make thei
r credible presence among prospects, influencers, and customers. Businesses aim to do this to take advantage in relati
onship building, achieving communication objectives, and enhancing their brand experience (Weinberg, 2009). On th
e other hand, a blog is referred as an online journal for managing contents, typically maintained by individuals or gro
ups, and featured commentary and ideas for a larger group of audience (Safko& Brake, 2009). Blogs create good net
works for other social media marketing tools (videos, hyperlinks, pictures, and so on). Blog posts in return can be int
egrated into the platforms and posts; blogrolls, trackbacks, and subscriptions to generate leads and as a result a new st
ream of promotions content marketing has been emerging (Zarrella, 2009). Most of the social media marketing camp
aigns include a blog post associated to relieve pain or add value for consumer. Such blog posts are often used to gene
rate leads and curiosity for the products or services. Blogs are believed to attract consumers and retrieve information
so that consumers get to evaluate whether or not to purchase products or services of the organization. Blogs can conn
ect consumers to consumers, business to business, business to consumers and business to governments. Smuddle (20
05) figured out that blogs can be categorized into personal, corporate, industry specific and publication based blog. O
n the other hand, such blogs serve as function to portray life incidents and happenings, ignite social interaction, expre
ssion of feelings, professional development, and avenue for entertainment, showcase empathy as well as build enthus
iasm. 1.6.3 Media Sharing Networks: Media sharing network enables user’s digital photographs with other users priv
ately or publically. Instagram, Pinterest, Flicker, Snapchat can be taken as premium media sharing networks. In these
platforms, the users upload and store multimedia. Whereas, these sites provide opportunities to make users engaged
on website and make a platform to showcase podcasts, video reports and persuasive channels. Interest based tags can
be prepared as per the activities, interest and opinion of the users. 1.6.4 Video Sharing Networks: Video sharing netw
ork allows users to publish audio visuals over the internet platform. The users can share privately or publically. Yout
ube, Vimeo, Pateron and Periscope can be taken as example. There are plenty of opportunities through the engageme
nt to these websites, because these certain platforms within the social media segment has always been a stronghold to
online societies, as they provide users opportunities to create their own podcasts, powered by technology with afford
able technology and to creative persuasive or and exchange information with a subscription base. Once again interest
based tags allow to streamline interest, activities, opinions of consumer are one of the strength of this network (Hoot
suite, 2017). 1.6.5 Social Shopping Networks: The users can engage on online shopping, shipment, transfer of owner
ship of goods and service over the internet. Online shopping has dominated the e commerce lately. The largest online
shopping sites are Amazon, flipkart, Alibaba, EBay and all. Social sharing networks allows series of interactive feat
ures for their consumers. CHAPTER – 2 BACKGROUND AND OBJECTIVES OF THE STUDY 2.1 BACKGROU
ND The trend in current worldwide business in the last few years has been the acceptance of marketing strategies that
make full utilization of the ever-advancing technologies present today. Advertising is basically used for creation of b
rand image and appeals of a company brand, an important ability for companies selling products and services that are
complex to distinguish. Advertising is believed to provide potential to strike a response with consumer when factors
of marketing mixes are closely integrated together. Advertising is communicated through various media, includingtra
ditionalmedia and modern media. Traditional media includes newspapers, radio, television, magazines or direct mail
and modern media for example, micro blogs, search sites, websites, and messages. It is a non- personalized communi
cation that provides information, awares, convinces, and reminds customers about products or services through vario
us media, the organized form of mass communication that used media to aware and convince about products and serv
ices. A successful advertising will flourish the word about the products and services, appeal to customers and achieve
target sales with ease. The advertising option for a product or services of a company will mostly depend on your targ
et customer and what is the most cost effective way to reach as many of them as possible. The advertising should als
o reflect the proper environment for your product or service. The world has seen incremental growth of digital newsp
apers and online shopping networks. E commerce changed the way how small and medium firms and entrepreneurs c
onduct their business. In contrast, it was only early mid-2000s, the mostsouth out social networking platform Facebo
ok started out. Currently, Facebook has 2.27 Billion of monthly active users, whereas YouTube has 4,333,560 views
in a minute,Instagram 1 Billion monthly users, Twitter 336 Million, Skype 300 Million, Linked 294 Million, Viber 2
60 Million, Snapchat 225 Million and Pinterest 200 Million (Statista , 2018). These social networks have strong cust
omer or user engagements, exchange of user generated contents and have strong social impacts on lives and professio
n. Early utility of World Wide Web was that of a navigation tool to locate basic information. Afterwards, World Wid
e Web was found to be utilized for making sales, addressing purchase related queries and a platform to take feedback
of stakeholders. By 2005 share of internet usage in developing world was only 8%. However, the developed world t
hen had 51% of the population who had access to the internet. On 2017, 14.7% of the population of Least Developed
Countries had the household internet access. Household internet access for the people of Developing Countries was 4
2.9% and people in the Developed Countries had household internet access of 84.4%. Proportion of youth, age betwe
en 15-24 years’ internet users in the least developed countries was 35.1% to that of developing counties 27.6% and d
eveloped countries 13%. Alves, Rapso and Fernanzes (2016) concluded social media advertising measures impact th
e advertising market and competitive position along with their sales proportion and exchange of word of mouth. The
researchers studied and analyzed the availability of social media, abuse/unethical use, search and share of informatio
n, attitude towards the brand and influence among consumers. The study figured out that leaders’ opinion that they us
e and share information to influence their followers, depends on various factors. Communication handles of influence
rs have power to position message content for different purpose for example functional products and utilitarian produ
cts. However, the information is likely to be perceived by individuals with different traits and level of resistance. The
refore, more the personalized message, higher the chances of building a strong positive and a favorable brand associa
tions and creating brand awareness campaign (Gunelius, 2010; Kaplan &Haenlein, 2010) The small, medium and lar
ge organizations started to combine social media marketing plan and strategies with required presence on the Web. S
ocial media advertising tasks performed by the companies for their product/services were announcing attractive disco
unt vouchers, higher price cuts and flash sale on different social media platforms like Facebook and Twitter, cracked
deals through LinkedIn, attract customers through essential blog posts and act as pain reliever for customers’ through
a satisfaction video on YouTube. A new element of marketing promotion mix had made it feasible for users to com
municate their point of views about the companies, as well as their promotion. The intention of this study was to exp
eriment four hypotheses about the effects of youth regarding social media users’ attitude, behavioral reaction, and bu
ying intention toward social media advertising in South Asian perspective. The study selected four most accepted soc
ial networking platforms such as Facebook, Twitter, Google Plus and You Tube which indicated the maximum numb
er of Asian visitor and surveyed with a planned questionnaire, asking participants to reveal their attitudinal perspectiv
e and responses about social media and social media advertising. The outcome identified differences in predictions of
users’ buying decision and provided some clues for using and improving social media networks for advertisement in
the developing countries and mentioned how to achieve more user response in a normal time frame with the vital suc
cess of purchasing goal, (MazibarRahman, 2018). With regards to content of the social media advertisements, determ
ining the consequence of the hedonic and satisfactory values on the advertising attitudes and the intention to join com
pany page has become important in the current scenario. It is also found to be a matter of curiosity to determine the b
ehavior patterns that result in attitudes being followed in social media. This study intended to determine the end resul
t of the satisfactory and hedonic value of social media advertisements on intention and attitudes for the mostly used s
ocial media channels on social media advertising. The study also revealed the consequence of attitudes towards socia
l media advertising on intention to follow social media advertisements. It is also seen that satisfactory value is more e
fficient than hedonic value.Salam, R. A. M. (2018). Social media advertisements are interesting and fun to use becau
se traditional marketing was confined to maintain customers on their consumption habits while social media marketin
g is trying to enhance more value to same customers with new information, high level of support and confidence leve
l than before. In contrast, traditional Marketing was mainly focused on providing a message to strike an expected res
ponse from the customers. Conversely, social media helps to enhance value and build sustainable customer relationsh
ips with two-way communication approach of listening, understanding and participating. 2.2 NEED OF THE STUD
Y: A number of researches have been conducted pertaining to impact of social media advertisement content upon me
ssage acceptance and rejection behavior among audiences. From the research conducted earlier it has been determine
d that, most of individuals who read the message had positive attitude towards social media advertisement content. C
onsumers may use social media advertisement information for different purposes. It can be figured out that nature an
d utility of products with respect to information from social media is yet to be explored. 2.3 STATEMENT OF THE
PROBLEM: Advertisements on social media are often evaluated as cost effective and impactful way of advertising.
However, marketers are less likely to change attitude towards acceptance of social media advertisements. From the re
search conducted earlier it has been found out that, consumer behavior is highly reflected on their social media use p
atterns. Customers are on more demand of customer products or personalized experience in case of service. This stud
y is conducted to find out response of audience upon advertisement content placed on the social media. This study wi
ll help us to find out the exposure level on social media advertisement affecting the consumer attitude towards social
media advertisement content 2.4 RESEARCH METHODOLOGY Research methodology for the study was as follow
s: 2.4.1 TYPE OF RESEARCH: This study was descriptive in nature. 2.4.2 SOURCES OF DATA: For the purpose o
f the study, the necessary data were collected from primary sources and secondary data sources. Primary Data: Prim
ary data required for the study was collected through the survey method. Secondary Data: The secondary data was g
athered from Newspapers, Articles, Journals, Internet and Magazine. 2.4.3 TOOLS FOR DATA COLLECTION: For
the purpose of the study questionnaire and interview was used as the tools for collecting the data from the target resp
ondents. 2.4.4 SAMPLING PLAN: The sampling plans for the study are as follows: 2.4.4.1 SAMPLING UNIT The t
arget respondents were the users of social media in Bangalore city. 2.4.4.2 SAMPLING SIZE The sample size of the
study was 60 respondents 2.4.4.3 SAMPLING TECHNIQUE The responses were collected in convenience to the res
earcher. So, convenient sampling technique was used as a sampling technique. 2.4.5 CONTACT METHOD: The targ
et respondents were contacted through questionnaires by: I. Personal Interview. II. Mail questionnaire. 2.4.6 DATA
ANALYSIS WITH STATISTICAL APPLICATIONS: The data collected from various sources were tabulated and re
presented. Simple tabulation was used to analyze the data. In addition pie chart, histogram, bar diagram was also use
d for interpreting the data. Mean score and the Total score of the data along with chi-square were calculated to interpr
et the results more accurately. Calculation of Mean Score: Table showing calculation of mean score of "Irefer to Ads
on social media as it allows me to enjoy best deal out of competing products advertisements." Factors No. of respond
ents Calculation Strongly Agree (5) 10 (10 *5) = 50 Agree (4) 19 76 Neither Agree nor disagree (3) 17 51 Disagree (
2) 8 16 Strongly disagree (1) 6 6 Total 60 199 Mean score = total calculation / No. of respondents = 199/60 = 3.32 C
alculation of Score for Rank: Table showing calculation of score for rank Rank for creativity in the ads content No of
respondents Computed Score 1 26 130 2 11 44 3 11 33 4 4 8 5 8 8 Total 60 223 - Computed score is calculated throu
gh reverse ranking method 2.5 OBJECTIVES: The objectives of the study are as follows: To investigate attitude tow
ards perceived usefulness of social media advertisements. To determine the various factors which influences the indi
vidual preferences towards social media advertising in current scenario. To analyze the factors that lead to dissatisfa
ction among the individuals towards social media advertising content. 2.6 SCOPE OF THE STUDY: The scope was l
imited to Bangalore region. Individuals actively involved in social media were contacted for the study. 2.7 LIMITAT
IONS OF THE STUDY: - Time constraint was the major limitation as it could have been studied over a period of tim
e. - The area of study was only in Bangalore. - Students were the major respondents for the study, the results would h
ave been more accurate if the respondents were equally distributed against occupation. CHAPTER – 3 TRAINING
METHODS AND ACTIVITIES 3.1 ACTIVITIES: Referred various books, journals and articles either from newspa
per or other sources for collecting previous literature regarding effectiveness of social media advertisement content.
Found out the current trend and statistics regarding social media. Had meeting with project guide at regular interval t
o resolve queries and discuss the chapter of study Prepared questionnaires and distributed them through Google form
s and e-mail for the collection of primary data. Analyzed the data using statistical tools and interpreted them to find
out the outcomes in accordance to the objectives. CHAPTER – 4 LEARNING OUTCOMES 4.1 Learning Outcomes
To understand the importance of literature review in a study. To learn different type of research design, and find wh
ich research design my research comes under. Based on the literature review and gap present, formulating the resear
ch objectives. To prepare questionnaires on the basis of objectives. Accurate analysis and interpretation of data. To
correlate the collected data with the objectives of the study. To arrive at the conclusion. CHAPTER – 5 DATA ANA
LYSIS AND INTERPRETATION 5.1 Gender Table 5.1: Gender of sample respondents Gender No. of respondent P
ercentage Male 42 70% Female 18 30% Total 60 100% Analysis: Among 60 respondents, 70% of the respondents we
re male and remaining 30% of the respondents were Female. Chart 5.1: Gender of sample respondents Interpretation:
Most of the sample respondents were found to be male i.e., 70% of the respondents. 70% 30% Male Female 5.2 Age
Group Table 5.2: Age group of respondents: Age No. of Respondents Percentage Below 20 1 2% 20-30 47 78% 31-
40 6 10% 41-50 5 8% Above 50 1 2% Total 60 100% Analysis: Only 2% of respondents among 60 were below the 2
0 years of age. 78% of sample respondents were between 20 -30 age groups whereas 10% of the respondents were be
tween the age group of 31-40. 8% of the respondents were between 41-50 years of age and the remaining 2% of the r
espondents were above 50 years. Chart 5.2: Chart showing age group of respondents. Interpretation: 78% of the resp
ondents being the most are of 20 to 30 years of age followed by 10% for 31 to 40 years age group as most of the user
s of social media are students. 2% 78% 10% 8% 2% Age Group Below 20 20-30 31-40 41-50 Above 50 5.3 Educatio
n level Table 5.3: Educational qualification of the respondents Education Level No. of respondent Percentage School
Level 1 2% PUC 3 5% Undergraduate 18 30% Post Graduate 37 62% PhD or equivalent 1 2% Total 60 100% Analy
sis: among 60 respondents, 62% of the sample respondents were post graduate followed by 30% of them being under
graduate whereas 5% of the sample respondents were found to be studying PUC and the remaining 2% each being pu
rsuing school level education and PhD. or equivalent respectively. Chart 5.3: Educational qualifications of responden
ts Interpretation: It is found that most of the respondents have post graduate level of education whereas 30% of the re
spondents being Undergraduate. 2% 5% 30% 62% 2% 0% 10% 20% 30% 40% 50% 60% 70% School Level PUC U
ndergraduate Post Gratuate PhD or equivalent R e sp o n d e n ts Education Level 5.4 Occupation Table 5.4: Occupat
ion of the respondents Occupation No. of respondent Percentage Student 40 67% Private Sector Job Holder 9 15% G
overnment service 2 3% Self-employed 5 8% Housewife 1 2% Unemployed 3 5% Total 60 100% Analysis: Among 6
0 respondents, 67% of the respondents were students, followed by 15% of the respondents being private sector job ho
lder. 8% of the respondents were self employed, 5% of respondents being unemployed, 3% of the respondents worki
ng a government employee and the remaining 2% were housewife. Chart 5.4: Occupation of the respondents Interpre
tation: 67% of the respondents were students followed by 15% of respondents being private sector job holders. 67%
15% 3% 8% 2% 5% 0% 10% 20% 30% 40% 50% 60% 70% Student Private Sector Job Holder Government service
Self-employed Housewife Unemployed R e sp o n d e n ts Occupation 5.5 Numbers of hours people using social med
ia Table 5.5: Number of hour's people using social media Number of hours people using social media No. of respond
ents Percentage (%) Less than 1 hours 8 14% 1 - 2 hours 27 45% 2 – 3 hours 11 18% 3-4 hours 5 8% More than 4 ho
urs 9 15% Total 60 100% Analysis: Among 60 respondents, 14% respondents use social media for less than 1 hour. 4
5% respondents being the majority engage in social media for 1-2 hours in a day. 18% respondents use social media f
or 2-3 hours whereas only 8% use it for 3-4 hours. 15% respondents however use social media for the maximum hour
s. Chart 5.5: Number of hour's people using social media INTERPRETATION: The majority of sample respondents
prefer to use Social Media for 1-2 hrs. This is primarily because 82% of respondents are students or working professi
onals and spends most of the time in School/College or office throughout the day. 14% 45% 18% 8% 15% Less than
1 hours 1 - 2 hours 2 – 3 hours 3-4 hours More than 4 hours 5.6 Frequency of people using Facebook Table 5.6: Freq
uency of people using Facebook. Frequency of people using Facebook No. of respondents Percentage (%) Daily 34 5
7% Once in 2 or 3 days 8 13% weekly 4 7% monthly 1 2% Occasionally 6 10% Never 7 12% Total 60 100% Analysi
s: Among 60 sample respondents, 57% use Facebook on daily basis. 13% sample respondents use it once in 2 or 3 da
ys, whereas only 7% respondents use it weekly once and 2% use it monthly. 10% respondents use it occasionally and
the remaining 12% don’t use Facebook at all. Chart 5.6: Frequency of people using Facebook Interpretation: From t
he above chart, it is found that the respondents being 57% use Facebook on daily basis this may be because Facebook
being popular among the youths till now. 57% 13% 7% 2% 10% 12% 0% 10% 20% 30% 40% 50% 60% Daily Onc
e in 2 or 3 days weekly monthly Occasionally Never R e sp o n d e n ts Frequency 5.7 Frequency of people using Inst
agram Table 5.7: Frequency of people using Instagram. Frequency of people using Instagram No. of respondents Per
centage (%) Daily 40 67% Once in 2 or 3 days 7 12% weekly 4 7% monthly 0 0 Occasionally 2 3% Never 7 12% Tot
al 60 100% Analysis: 67% of the respondent use Instagram on daily basis, along with 12% using it for once in 2 or 3
days. 12% of the respondents never used Instagram whereas it is also seen that 7% of the respondents use Instagram
on weekly basis followed by 2% using it occasionally. Chart5.7: Frequency of people using Instagram. Interpretation
: From the above chart, it is found that 67% of the respondents use Instagram on Daily basis as it offers users to share
their pictures in their profile. 67% 12% 7% 0% 3% 12% 0% 10% 20% 30% 40% 50% 60% 70% Daily Once in 2 or
3 days weekly monthly Occasionally Never P e rc e n ag e Frequency 5.8 Frequency of people using Twitter Table 5.
8: Frequency of people using Twitter Frequency of people using Twitter No. of respondents Percentage (%) Daily 7
12% Once in 2 or 3 days 7 12% Weekly 6 10% Monthly 5 8% Occasionally 7 12% Never 28 47% Total 60 100% An
alysis: Among 60 respondents, 47% of the respondents don’t use twitter, followed by 12% of respondents equally usi
ng it daily, once in 2 or 3 days as well as occasionally. 10% of the respondents were found to use twitter weekly and t
he remaining 8% of respondents were found to use it monthly once. Chart5.8: Frequency of people using Twitter Inte
rpretation: From the above chart, it is found that 47% of the respondents don’t use Twitter at all. 12% 12% 10% 8%
12% 47% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Daily Once in 2 or 3 days weekly monthly Occasion
ally Never R e sp o n d e n ts Frequency 5.9 Frequency of people using Twitter Table 5.9: Frequency of people using
You Tube Frequency of people using You Tube No. of respondents Percentage (%) Daily 39 65% Once in 2 or 3 day
s 13 22% weekly 5 8% monthly 1 2% Occasionally 2 3% Never 0 0 Total 60 100% Analysis: Almost 65% of the resp
ondents use YouTube on regular basis, followed by only 22% of respondents using it once in 2 or 3 days. Only 8% of
the respondents were found to be using YouTube weekly and 3% occasionally. The remaining 2% respondents used
YouTube monthly. Chart5.9: Chart showing frequency of people using YouTube Interpretation: From the above char
t, it is found that 65% of respondents use YouTube on daily basis. 65% 22% 8% 2% 3% 0% 0% 10% 20% 30% 40%
50% 60% 70% Daily Once in 2 or 3 days weekly monthly Occasionally Never R e sp o n d e n ts Frequency 5.10 Fre
quency of people using Pinterest Table 5.10: Frequency of people using Pinterest Frequency of people using Pinteres
t No. of respondents Percentage (%) Daily 4 7% Once in 2 or 3 days 3 5% weekly 6 10% monthly 6 10% Occasionall
y 5 8% Never 36 60% Total 60 100% Analysis: From the above table, it can be concluded that 60% of the respondent
do not use pinterest at all whereas 10% of the respondents equally use it weekly or monthly. 8% of respondents use
pinterest occasionally followed by 7% using it on daily basis. The remaining 5% of the respondents use pinterest onc
e in 2 or 3 days. Chart 5.10: Frequency of people using Pinterest Interpretation: It can be concluded that the 60% of r
espondents do not use pinterest at all. This might be because of the social media site being not compatible with the us
ers. 7% 5% 10% 10% 8% 60% 0% 10% 20% 30% 40% 50% 60% 70% Daily Once in 2 or 3 days weekly monthly O
ccasionally Never R e sp o n d e n ts Frequency 5.11 Frequency of people using Linked In Table 5.11: Frequency of
people using Linked In Frequency of people using Linked In No. of respondents Percentage (%) Daily 9 15% Once i
n 2 or 3 days 13 22% weekly 8 13% monthly 4 7% Occasionally 9 15% Never 17 28% Total 60 100% Analysis: Fro
m the above table it can be analyzed that 28% of the sample respondents do not use Linked In at all whereas only 15
% of the respondents use it in daily basis. 22% respondents use Linked In once in 2 or 3 days and 13% respondents w
ere found to use it on weekly basis. Only 7% of the respondents use it on monthly basis and the remaining 15% respo
ndent check their Linked In occasionally. Chart 5.11: Frequency of people using Linked In Interpretation: It can be s
aid that, most of the sample respondent'si.e., 28% do not use Linked In at all. 15% 22% 13% 7% 15% 28% 0% 5% 1
0% 15% 20% 25% 30% Daily Once in 2 or 3 days weekly monthly Occasionally Never R e sp o n d e n ts Frequency
5.12 Respondents who watch advertisement on social media Table 5.12: Respondents who watch advertisement on s
ocial media People watching advertisement in Social Media No. of respondents Percentage (%) Yes 44 73% No 16 2
7% Total 60 100% Analysis: Among 60 respondents, 73% of the sample respondents watch advertisements on social
media networking sites whereas 27% of the respondents do not watch those Ads. Chart 5.12: Respondents who watch
advertisement on social media Interpretation: From the above table, we can see that most of the respondents i.e., 73
% of the users watch the advertisements posted in social media networking sites. 73% 27% Yes No 5.13 Respondent
s who watch advertisement on social media Table 5.13: Respondents who watch advertisement on social media Facto
rs Computed score Rank Creativity in the ads content 223 1 Relevance of the product to you 196 2 Frequency of disp
lay 172 4 Entertainment value 178 3 Size of Display on your screen 131 5 Chart 5.13: Respondents who watch advert
isement on social media Interpretation: From the above chart, we can conclude that creativity in the ads content was t
he most important factor compared to others mentioned in the above table followed by relevance of the product to the
m then entertainment value and frequency of the display respectively. It is also seen that size of the display of the scr
een does not matter for viewing the advertisement in social media. 223 196 172 178 131 0 50 100 150 200 250 Creati
vity in the ads content Relevance of the product to you Frequency of display Entertainment value Size of Display on
your screen Sc o re Factors why users view ads on social media 5.14 Respondents who want to buy products after vie
wing the advertisement Table 5.14: Respondents who want to buy products after viewing the advertisement Extent of
wanting to buy a product after viewing the advertisements on social media platforms. No. of respondents Percentage
(%) High 4 7% Moderate 41 68% Low 15 25% Total 60 100% Analysis: After viewing the advertisement on social
media platforms, 68% moderately wants to buy the product followed by 25% respondents has a very low desire of bu
ying the product and only 7% of respondents highly wants to buy the product. Chart 5.14: Respondents who want to
buy products after viewing the advertisement Interpretation: It can be found that, after viewing the advertisement on
social media platforms, the majority of the respondents being 68% moderately want to buy the product/Service. 7% 6
8% 25% High Moderate Low 5.15 Introduction to service or products by social media advertisements Table 5.15: Re
spondents introduced to service or products by social media advertisements Responses No. of Respondents Percentag
e (%) Yes 47 78% No 13 22% 60 100% Analysis: Among the total no. of respondents, 78% respondents were introdu
ced to new products/Service through social media advertisement whereas 22% respondents didn’t find anything new.
Chart 5.15: Respondents introduced to service or products by social media advertisements Interpretation: The advert
isements on social media platforms have been successful to introduce 78% of the respondents to new service or prod
ucts they didn’t knew of whereas has failed to do the same in case of 22% of the respondents. 78% 22% Yes No 5.16
Factors leading towards dissatisfaction Table 5.16: Factor leading towards dissatisfaction regarding social media adv
ertisement Factors leading towards dissatisfaction regarding social media advertisement content No. of respondents P
ercentage (%) Too much of advertisement 28 46% False information 13 22% over commitment 9 15% Time consumi
ng 10 17% Total 60 100% Analysis: Among 60 respondents, 46% of respondents believe that too much of advertise
ment in social media was the reason for dissatisfaction towards those Ads, followed by 22% of respondents believing
it to provide false information. 17% of the respondents feel that advertisements in social media are time consuming a
nd the remaining 15% feel that they over commit things. Chart 5.16: Factor leading towards dissatisfaction regarding
social media advertisement Interpretation: Above chart shows that, too much of advertisement with 46% respondents
is the major factor that lead towards dissatisfaction regarding social media advertisement content among the respond
ents 46% 22% 15% 17% Too much of advertisement False information over commitment Time consuming 5.17 User
s Perception regarding time consumed by social media advertisement Table 5.17: User's response regarding time con
sumed by social media advertisement Responses No. of Respondents Percentage (%) very High 19 32% Somewhat 3
8 63% Not at all 3 5% Total 60 100% Analysis: From the above table, we can say that 63% of respondents believe th
at social media Ads are moderately time consuming followed by 32% of respondents feeling that the advertisement s
howed on social media are very much time consuming whereas 5% believe that these advertisements doesn’t consum
e time at all. Chart 5.17: User's response regarding time consumed by social media advertisement Interpretation: Mos
t of the respondents being 63% feel that the Ads in social media consume time moderately. 32% 63% 5% 0% 10% 20
% 30% 40% 50% 60% 70% very High Somewhat Not at all 5.18 Factors for influencing the purchase decision of the
users regarding social media advertisement content. Table 5.18: Mean score of the Factors which influence the purch
ase decision of the users regarding social media advertisement content. Factors Mean Score Creativity in the ads cont
ent 3.82 Relevance of the product to them 3.93 frequency ofdisplay 2.93 Entertainment value 3.28 Review from soci
al media influencers 3.42 Chart 5.18: Mean score of the Factors which influence the purchase decision of the users re
garding social media advertisement content. INTERPRETATION: From the mean score chart, it is found that creativ
ity in the ads content, and relevance of the product is important to the users for influencing their purchase decision re
garding social media advertisement content where as the other factors being Frequency of the display, entertainment
value and review from social media influencers seem to be neither important nor no important for the users. 3.82 3.9
3 2.93 3.28 3.28 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 Creativity in the ads content Relevance of the product to them Frequenc
y of display Entertainment value Review from social media influencers 5.19 Categories of product that users mostly
purchase Table 5.19: Categories of product that users' mostly purchase Product Categories Mean score Cosmetics 2.6
3 Fashion Apparels 3.5 Electronic Appliances 3.3 Grocery 2.9 Home and furniture 2.42 Chart 5.19: categories of pro
duct that users' mostly purchase Interpretation: From the mean score chart, it can be concluded Fashion Apparels alo
ng with electronics appliances are frequently purchased on the basis of social media advertisement. Cosmetics and Gr
ocery are purchased occasionally and home and furniture are purchased rarely on the basis of social media advertise
ment. 0 0.5 1 1.5 2 2.5 3 3.5 Cosmetics Fashion Apparels Electronic Appliances Grocery Home and furniture 2.63 3.
5 3.3 2.9 2.42 5.20 Mean Score of attitude statements Table 5.20: Mean score of attitude statements Statement Mean
Score I enjoy seeing Ads on social media 3.12 Ads on social media providerelevant product/service information 3.48
Ads on social media are more enjoyable than other media content 2.92 Ads on social media contain excitement and S
urprises 3.25 Ads on social media encourages me to buy and own things 3.13 I perceive Ads on social media to be us
eful as it promote about latest products/services 3.43 I refer to Ads on social media as it allows me to enjoy best deal
out of competing productsadvertised. 3.32 Ads on social media arouses my desire to know more about advertised pro
ducts/services 3.47 Chart 5.20: Mean score of attitude statements 2.6 2.7 2.8 2.9 3 3.1 3.2 3.3 3.4 3.5 I enjoy seeing
Ads on social media Ads on social media provide relevant product/service information Ads on social media are more
enjoyable than other media content Ads on social media contain excitement and surprises I perceive Ads on social m
edia to be useful as it promote about latest products/services I refer to Ads on social media as it allows me to enjoy b
est deal out of competing products advertised Ads on social media arouses my desire to know more about advertised
products/services 3.12 3.48 2.92 3.25 3.43 3.32 3.47 5.21 Reasons why companies use social media Table 5.21: Com
panies motive regarding social media advertisements Reasons company use Social media advertisements No. of resp
ondents Percentage (%) To increase brand awareness 36 60 For customer engagement 9 15 It is Cost effective 9 15 F
or Customer satisfaction 3 5 To improve brand loyalty 3 5 Total 60 100 Analysis: From the above table , it is found t
hat 60% of the respondents think company uses social media advertisement to increase brand awareness whereas equ
ally 15% of the respondents think that the company uses it for customer engagement and it is also cost effective. The
rest of the sample respondents believe the company uses social media advertisement for customer satisfaction and im
proving brand loyalty with the respondents pertaining to 5% each. Chart 5.21: Companies motive regarding social m
edia advertisements Interpretation: The main motive of company advertising through social media is found to be incr
easing brand awareness followed by equally importance to customer engagement and being cot effective for the com
pany. Rest of therespondents believe that the company does social media advertisement for providing customer satisf
action and to improve brand loyalty. 60% 15% 15% 5% 5% 0% 10% 20% 30% 40% 50% 60% 70% To increase bran
d awareness For customer engagement It is Cost effective For Customer satisfaction To improve brand loyalty P e rc
e n ta ge o f R e sp o n d e n ts Reasons 5.22 Will you ever suggest people to social media advertisement to resolve th
eir queries? Table 5.22: Users' preference of suggesting social media advertisement to others Will you ever suggest p
eople to social media advertisement to resolve their queries? No. of respondents Percentage (%) Yes 32 53 No 28 47
Total 60 100 Analysis: It seems that only 53% of the respondents will only suggest people to refer to social media ad
vertisement to resolve their queries. The rest will not suggest it to other people because they might not have been ben
efitted from or their queries are not completely resolved from social media advertisements. Chart 5.22: Users' prefere
nce of suggesting social media advertisement to others INTERPRETATION: From the above chart, we can say that
majority of the sample respondents will suggest the social media advertisements to eliminate the queries that the user
s have regarding the products. 42% 44% 46% 48% 50% 52% 54% Yes No 53% 47% R e sp o n d e n ts Suggestions t
o Others CHAPTER – 6 KEY FINDINGS AND CONCLUSION 6.1 Key Findings: 45% of respondents engage in s
ocial media for 1-2 hours, with 57% of them using Facebook, 67% using Instagram, 12% using Twitter, 65% using Y
ou Tube, and 15% using Linked In on daily basis. 73% of the sample respondents watch advertisements on social m
edia as they tend to find something new regarding products/ services. Creativity in the ads content is the most import
ant factor compared to others mentioned followed by relevance of the product to them then entertainment value and f
requency of the display respectively. It is also seen that size of the display of the screen does not matter at all for vie
wing the advertisement in social media. 68% of the respondents believed that social media advertisement moderately
creates desire to buy or own the product / service after viewing their ads in social media. 78% of the sample respond
ent found something new about the product or service or found new product or service. 46% of the respondents belie
ved that too much of advertisement creates irritation to the users and acts as the major factor of dissatisfaction regardi
ng contents. 63% of respondent said that the advertisements were time consuming on moderate basis, which also act
s as the factor for dissatisfaction among the users. Creativity in the ads content and relevance of the product was fou
nd to be an important factor to the users for influencing their purchase decision regarding social media advertisement
content where as the other factors being Frequency of the display, entertainment value and review from social media
influencers seem to be neither important nor not important for the users. Fashion apparels and Electronic appliances
were the most purchased products frequently by the customers being convinced through social media advertisements
. This might be because most of the youth's are attracted to these product whether it be through other mediums of adv
ertisement as well, whereas cosmetics and groceries were purchased occasionally. The least purchased product being
influenced by socialmediaadvertisements was found to be home and furniture items. The respondents agreed that the
y enjoyed watching advertisements on social media, and are more entertaining than any other promotional media. Th
e users of social media also believed that social media contents are more reliable or relevant regarding the informatio
n they provide. They are not deceptive in terms of providing information to the users. 50% of respondents believe th
at social media advertisements also provide them with lot of excitement and surprises. They provides discount and sa
les offer on various occasion. 47% of the respondents also believed that after viewing the ads on social media, they a
re more encouraged to buy and own things. The ads tend to fulfill the need of the users. 54% respondents agreed that
the social media play the major role in promoting the latest products and service as it reaches the customer more qui
ckly than any other modes. Most of the respondents believed that the ad on social media arouses their desire to know
more about the product/ service. They might do a further study of the product before they reach the purchase decisio
n. 60% of respondents said that the companies implement social media marketing or advertisements to increase bran
d awareness. The respondents also believed that companies can improve the customer engagement and it is also foun
d to be one of the cost effective measures of advertisement. 53% of the sample respondents were foundtosuggest the
social media advertisements to eliminate the queries that the users have regarding the products. 6.2 Conclusions: This
study helps us in understanding and examining the attitude formation towards Ads on social media. Attitude towards
 the Ads was expressed by attributes like entertainment, information, irritation,hedonic pleasure and materialism. Ent
ertainment, information and irritation were found to have a significant impact on determining attitude towards Ads o
n social media. Stronger the attitude towards Ads on social media, more favorable the behavioral responses would be
towards the advertisements.In addition, this study investigates perceived usefulness of social media advertisement co
ntents. Entertainment and information based advertisement content was found to be have impact on perceived useful
ness or advertisement value. It also elaborates that the major factor being excessive advertisement which interrupted t
heir entertainment process which was time consuming for the users. And this is one of the major reasons why users a
re forced to spend time on advertisements during the usage of social media platforms. A lot of people log on to social
platform to get relevant information regarding the products/ service they are willing to buy. Also these social media
platform like Facebook and Instagram carry entertainment features. This helps the advertising industry to use social
media as a platform to advertise their products and services. CHAPTER – 7 RECOMMENDATIONS The following
are the recommendation for the social media advertisement to make their content more effective which will help the
m to cover the ample amount of users. The information should be more relevant than it is now. Even though majorit
y of the respondents feels that these ads provide accurate information, but the respondents who do not agree they feel
that social media ads do not provide correct information. The advertisements should be focused to eliminate those do
ubts of the users. Since some of the respondents believe that social media advertisement are time consuming, the dur
ation of advertisements in social media should be reduced and it should contain creativity, it should be relevant to the
product, and entertain or attract the customers/ users. Advertisements should not be a form of interruption on social
media but it can be a genre of its own so that people can access to it as and when desired rather than being compelled
to watch it amidst their social media activities. Social media advertisements should mostly focus on the target custo
mers by using the cookies available rather than user base of whole social media. The data should be used to display r
elevant advertisement to the user. Advertisement should be beneficial to the user not a cause of irritation. Some enter
tainment while advertising is helpful
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