Abstract

There have been many claims that Social Network Advertising will revolutionize the online advertising market. Technology has provided consumers with the means to control and edit the information that they receive and share effectively, especially in the online environment. Although previous studies have investigated advertising avoidance in traditional media and on the Internet, there has been little investigation of advertising on social networking sites. This exploratory study examines the antecedents of advertising avoidance on online social networking sites, leading to the development of a model. The model suggests that advertising in the online social networking environment is more likely to be avoided if the user has expectations of a negative experience, the advertising is not relevant to the user, the user is skeptical toward the advertising message, or the consumer is skeptical toward the advertising medium. But at the same time there is a trend of trusting the advertisements which have been recommended by sources trustable by the consumers. An additional research has also been done on the visibility of brand pages. One of the major benefits of advertising on a social networking site is that advertisers can take advantage of the users demographic information and target their ads appropriately. Most famously, founder of Facebook Mark Zuckerberg, announced that "For the last hundred years media has been pushed out to people, but now marketers are going to be a part of the conversation." No doubt social network advertising is a significant new way of reaching customers.

1)Introduction
Social media advertising is the most happening form of advertising as it costs less, but once it starts going viral it covers the most number of audience. This can be an extremely effective mode as often people make decisions to purchase something or do something based on their close group of friends There are two differences as to how social media advertising is different - One is that these social networks can take advantage of demographic data on your profile and hence target the ad directly to you. Secondly, these types of ads can also be placed by individual developers on their application pages through ad networks. They have access to the same data and can generate income for application developers giving them further motivation to create apps and giving advertisers a more engaging way to reach out to these social networking users. There is another innovative marketing technique in which a company will create a 'page' or 'group' that users can choose to join. They will use this to build up 'subscribers' or 'fans' and use this to market a contest, a new product, or simply just to increase brand awareness. These groups can quickly grow in numbers of subscribers which can become a very effective marketing tool. We have also included this in our research as we wanted to know how well Brand pages a likely to be followed. If used effectively, this form of advertising which is the most cost effective has many advantages, but at the same time it also has to make sure that these ads are not becoming nuisance to the users which leads the users to ignore them. In our research we have conducted a study which shows the effect that people belonging to the age group on 20-35 have in social media networking.

2)Research Objectives
y y Determine the social networking usage patterns and other features of these sites. To advice the social net on how, what and when to advertise.

3) Theoretical framework for Ad click through

Social Networking website Placement and type of ads

Promotiona l offers

Trust

Ad click through

Brand Pages Sex, Age group, Gender, Income level, Usage pattern

Reasons to use social networking

Independent variables

Moderatin g variables

Intervenin g

Dependent variable

4. Research Hypotheses
y y y y y y y y H1: Men use more social networking sites then the women. H2: The time spent on the social networking sites varies according to the age of the people. H3: The time spent on the social networking sites depends on the salary earned. H4: Time spent on the social networking sites and the ad access is dependent H5: Age of the people and the trust on the ads they access is dependent H6: Skipping of the ad messages and age of the people is dependent H7: Income of the people and the access of the promotional offers is dependent. H8: Females avail more promotional offers then the men

5. Methodology
The data collection method used is Questionnaire as it is free from the bias of the interviewer. In this case the respondents have adequate time to think and reply. This method is convenient as those respondents who are not easily approachable can be reached conveniently. It was mailed to the respondents who were expected to read & understand the questions and write down the reply in the space meant for the purpose. Major respondents are people belonging to the age group of 20-35yrs, both students and people working in organisations are covered.

6. Data Analysis
Research Hypothesis1: Ho: There is no difference between men and women in their usage of social networking sites. H1: Men use more social networking sites then the women.

Conclusion: The alternate Hypothesis holds true. Research Hypothesis2: Ho: The amount of time spent on the social networking sites is independent of the age of the people. H1: The time spent on the social networking sites varies according to the age of the people.

Research Hypothesis 3: Ho: The ad access on the social networking sites is independent of the salary of the people. H1: The time spent on the social networking sites depends on the salary earned.
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 35.374
a

df 15 15

sided) .002 .000

41.686 119

a. 17 cells (70.8%) have expected count less than 5. The minimum expected count is .06.

Research Hypothesis 4: Ho: Ad access and time spent by the people on the site independent H1: Time spent on the social networking sites and the ad access is dependent

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 13.238a 16.558 119 df 9 9 sided) .152 .056

a. 10 cells (62.5%) have expected count less than 5. The minimum expected count is .29.

Research Hypothesis 5:

Ho: Age of the people and the trust on the ads on the social networking sites is independent H1: Age of the people and the trust on the ads they access is dependent

Research Hypothesis6: Ho: Skipping of ad messages and age of the people is independent H1: Skipping of the ad messages and age of the people is dependent
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 71.699
a

df 44 44

sided) .05 .041

61.556 119

a. 55 cells (91.7%) have expected count less than 5. The minimum expected count is .01.

Research Hypothesis7: H0: Accessing the promotional offers and income of the people is independent H1: Income of the people and the access of the promotional offers is dependent.

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 18.602
a

df 5 5

sided) .07 .01

21.016 119

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 18.602a 21.016 119 df 5 5 sided) .07 .01

a. 4 cells (33.3%) have expected count less than 5. The minimum expected count is .41.

Research Hypothesis8: H0: Getting promotional offers and gender of the people is independent. H1: Females avail more promotional offers then the men

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Continuity Correction Likelihood Ratio Fisher's Exact Test N of Valid Cases 119
b

Exact Sig. (2sided)

Exact Sig. (1sided)

df
a

sided) 1 1 1 .003 .005 .002

9.089

7.866 9.763

.003

.002

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 13.18. b. Computed only for a 2x2 table

7. Research Hypothesis Summary

Sr. No. 1 Hypothesis Result Men use more social networking sites then Substantiated the women.

The time spent on the social networking sites Substantiated varies according to the age of the people. The time spent on the social networking sites depends on the salary earned. Time spent on the social networking sites and the ad access is dependent Age of the people and the ad access is dependent Skipping of the ad messages and age of the people is dependent Income of the people and access of promotional campaigns is dependent Female avail more promotional campaigns then the men Substantiated Substantiated Substantiated Not Substantiated Not Substantiated Substantiated

3 4 5 6 7 8

8)Biblography

9)APPENDIX
Table1:

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio N of Valid Cases 13.491
a

df 4 4

sided) .009 .012

12.829 119

a. 5 cells (50.0%) have expected count less than 5. The minimum expected count is .54.

Table 2:
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio N of Valid Cases a. 34.655
a

df 12 12

sided) .001 .000

36.307 119

13 cells (65.0%) have expected count less than 5. The minimum expected count is .04.

Table 3: