1

ASSIGNMENT SUBMISSION COVER SHEET

INTERNATIONAL ISLAMIC UNIVERSITY, ISLAMABAD

Course Name RESEARCH MARKETING

Assignment THE IMPACT OF SOCIAL MEDIS ON

CONSUMER BEHAVIOUR
Submitted To MAM UZMA NOOR

Student Name RUQAYYA MUHAMMED SALEEM (5194)

AMBREEN JAN (5195)

Sem./Sec. Semester 6 BBA (38)

Date 8-DEC-2020

Total Pages (incl. Cover Sheet) 29

POST SUBMISSION INFORMATION Marks / Grade

Professor’s Comments
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TABLE OF CONTENTS

ABSTRACT ………………………………………………………………… 3

1. INTRODUCTION………………………………………………………….. 4
1.1.Introduction 4…………………………………………………………………... 4

2. LITERATURE REVIEW ………………………………………………… 6

2.1. The Development of Social Media Marketing ……………………………….. 6
2.2. Segmentation of Social Media………………………………………………… 7
2.3. Mere Exposure Effect…………………………………………………………. 7
2.4. Interactive Advertising ……………………………………………………….. 8

3. METHODOLOGY ………………………………………………………. 8
3.1.Research Technique ………….………………………………………………. 9
3.2.Questionnaire development …………………………………………………. 9

4. THE PROCESS OF THE QUESTIONNAIRE DESIGN ……………… 9

4.1.Sample size ……………..…………………………………………………… 10
4.2.Sampling Method …………………………………………………………… 10
4.3.Respondents………………………………………………………………….. 10

5. APPENDIX I. THE ONLINE QUESTIONNAIRE …………………… 10

6. APPENDIX II. ANSWERS TO THE QUESTIONNAIRE…………… 15

7. REFERENCES………………………………………………………….. 27
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ABSTRACT
The main objective of this study is to examine the impact of social media on buying behavior
of consumers. The increasing focus on social media shaped state of the art advertising and
shifted the way companies interact with their target groups. This study explores how social
media influencing the decision process of consumers. Specific objectives of the study are to
identify potential factors that influence consumer buying behavior under social media context,
to examine students‟ perception towards shopping online, to examine factors that motivate
student buyers to shop through social media platforms, to examine how social media channels
have affected buying behavior
The methodology conducted for this research is a quantitative approach through an online survey
with 50 valid responses. Questionnaire was used for collecting data. The data was gathered using
a self designed questionnaire method, administered by Google docs, which link was shared on
the social media platform Facebook, WhatsApp etc. In analyzing and interpreting the data
collected, Statistical Product and Service Solutions [SPSS] software and Micro-soft Excel
2010 was used at the end of the findings. Male and female both have the different type of
behavior towards liking and disliking factors.
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INTRODUCTION

Social media is an internet-based form of communication. Social media platforms allow users to
have conversations, share information and create web content (*Dr.S.Subhashini, 2018). There
are many forms of social media, including blogs, micro-blogs, wikis, social networking sites,
video sharing sites, virtual worlds, and more (Abratt, 2019).
Billions of people around the world use social media to share information and make connections.
On a personal level, social media allows you to communicate with friends and family, learn new
things, develop your interests, and be entertained (John Donnellan, 2020). On a professional
level, you can use social media to broaden your knowledge in a particular field and build your
professional network by connecting with other professionals in your industry (Klieb, 2019). At
the company level, social media allows you to have a conversation with your audience and gain
customer feedback (T.Sudha, 2020).
Social media is consumer-generated media that covers a wide variety of new sources online
information, created, and used by consumers intent on sharing information with other regarding
any topic of interest (VOICU, 2020). The social media revolution has led to new ways of seeking
and obtaining information on the multitude of products and services in the market
(*Dr.S.Subhashini, 2018).
In recent years, the online environment is viewed by users from a new perspective, in a
commercial way. Its development and the emergence of online stores have turned users into
consumers (Ebrahim, 2019). Also, the most important role of social media has changed the way
of how consumers and marketers communicate (Ilyas, 2019).
Increasing focus on global development and the expansive use of technology in marketing,
advertising and promotion have led to shifts in the way in which companies focus on consumers
(Abratt, 2019). At the same time, advertising and promotion often focus on the psychological,
emotional, and social factors influencing consumer behaviors, elements that must be
incorporated into technology based (VOICU, 2020). Rather than focusing on short-term
advertising through technology, adept companies are integrating social media mechanisms to
enhance the relationship with consumers (*Dr.S.Subhashini, 2018).
Companies frequently focus on three of the most widely used social media platforms for use in
product marketing and branding (John Donnellan, 2020). These days online networking turns out
to be a piece of an individual's life. Internet based life, for example, Facebook, Twitter,
Instagram or LinkIn has a numeral number of the client and continues developing each day
(Panda2, 2020).
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More than any time in the past, companies is recognizing the value of the use of methods to
engage consumers in a way that continually reintroduces the product, increases the appeal of
products, or identifies social components to product experiences (*Dr.S.Subhashini, 2018).
Of the three social media platforms identified as commonly used by companies to support
marketing and branding (i.e. Twitter, YouTube, and Facebook), about 93% of businesses use
some form of social networking for marketing and branding. There are more than 200 million
active online users in the United States who spend more than 29 hours spent on online browsing,
product assessment and networking (John Donnellan, 2020).
Wang and others have stated that the results of the mere exposure effect are still controversial
(Wang, Chao, Qin, & Wang, 2019). Studies have found: 1) That advert exposure time has little
to no effect in the short-term in increasing positive actual purchase behavior (Carreon, Nonaka,
Asahi, & Yamashiro, 2019); 2) Mere exposure effect does not always occur for every part of the
repeated advertising images and that attention would modulate the mere exposure effect for
advertising images (Tagi & Inoue, 2018); and 3) That the quality of engagement affects
familiarity. Only when participants were aware of the stimuli did exposure increase liking and
recognition (de Zilva, Vu, Newell, & Pearson, 2013). As Crisp and others noted “While the mere
exposure effect robustly leads to more liking for stimuli that are novel and neutral in connotation,
this research suggests that with initially negative attitudes repeated exposure may strengthen
these negative affective reactions” (Crisp, Hutter, & Young, 2009). Perhaps nowhere is this more
evident than on social media platforms. The advent of social media, when coupled with the fact
that 90% of Americans have Internet access illustrates that the impact of mere exposure effect
today requires substantial examination (Anderson, Perrin, Jiang, & Kumar, 2019). Grimes and
Kitchen (2007) have noted “given the accelerating complexity of media and consumer
environments, mere exposure effects to advertising stimuli now play an increasingly significant
role in forming and influencing consumer decision making (Ebrahim, 2019). As such, the
development of methodologies to study these effects represents a major contemporary challenge
for market research.” Therefore, an assessment of the impact of mere exposure effect on the
college-aged population that so heavily relies upon social media is necessary to identify the
impact of repetitive advertising in today’s global marketplace defined by continuous
technological disruption. Smith and Anderson (2018) state that more than 95% of college-aged
students use social media while 27.2% of students spent more than six hours on social media a
week.
The video-sharing site YouTube—which contains many social elements, even if it is not a
traditional social media platform—is now used by nearly three-quarters of U.S. adults and 94%
of 18- to 24-year-olds. Some 78% of 18- to 24-year-olds use Snapchat, and a sizeable majority of
these users (71%) visit the platform multiple times per day. Recently, some organizations have
begun replacing part of their internal processes with social media platforms with video, such as
Snapchat (Van Esch & Mente, 2018). Similarly, 71% of Americans in this age group now use
Instagram and close to half (45%) are Twitter users (Smith & Anderson, 2018). Digita Global
reported that for every minute in 2017 an estimated 650,000 searches were made on Google,
over 700 videos were hosted on YouTube, over 700,000 status updates and 500,000 comments
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were posted on Facebook, over 65,000 tweets were made, and approximately 180 million emails
were sent (Digita Team, 2018). With so many current or potential customers online and using
social media, Ha found that digital advertising spending surpassed traditional ads in 2019 (Ha,
2019). U.S. digital ad spending will increase 19.1% in 2019 to $129.3 billion, while traditional
advertising will fall 19% to $109.5 billion. That means digital will account for 54.2% of the total,
while traditional will only represent 45.8% (Ha, 2019). Additionally, reports show that 6.77
million people published blogs on blogging websites and more than 12 million people write
blogs using their social network (Van Esch, Arli, Castner, Talukdar, & Northey, 2018).
Guttmann has determined that by 2020, advertisers are expected to spend over $10 billion more
on promoting their products on social networks (Guttmann, 2019)

LITERATURE REVIEW

2.1. The Development of Social Media Marketing

In recent years, social networking sites and social media have increased in popularity, at a global
level. For instance, Facebook is said to have more than a billion active users (as of 2012) since
its beginning in 2004 (www.facebook.com). Social networking sites can be described as
networks of friends for social or professional interactions (Trusov, Bucklin, & Pauwels, 2009).
Indeed, online social networks have profoundly changed the propagation of information by
making it incredibly easy to share and digest information on the internet (Akrimi & Khemakhem,
2012). The unique aspects of social media and its immense popularity have revolutionized
marketing practices such as advertising and promotion (Hanna, Rohm, & Crittenden, 2011).
Social media has also influenced consumer behavior from information acquisition to post-
purchase behavior such as dissatisfaction statements or behaviors (Mangold & Faulds, 2009) and
patterns of Internet usage (Ross et al., 2009; Laroche et al., 2012). Social media is ‘‘a group of
internet based applications that builds on the ideological and technological foundations of Web
2.0, and it allows the creation and exchange of user-generated content’’ (Kaplan & Haenlein,
2010, p.61). Social media has many advantages as it helps connect businesses to consumers,
develop relationships and foster those relationships in a timely manner and at a low cost as
Kaplan and Haenlein discovered (2010). Other functions of social media involve affecting and
influencing perceptions, attitudes, and end behavior (Williams & Cothrell, 2000), while bringing
together different like-minded people (Hagel & Armstrong, 1997). In an online environment,
Laroche (2012) pointed out that people like the idea of contributing, creating, and joining
communities to fulfill needs of belongingness, being socially connected, and recognized or
simply enjoying interactions with other like-minded members. The much higher level of
efficiency of social media compared to other traditional communication channels prompted
industry leaders to state that companies must participate in Facebook, Twitter, Myspace, and
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others, in order to succeed in online environments (Kaplan & Haenlein, 2010; Laroche et.al.
2012). Thus, more industries try to benefit from social media as they can be used to develop
strategy, accept their roles in managing others’ strategy or follow others’ directions (Williams &
Williams, 2008). Social media websites provide an opportunity for companies to engage and
interact with potential and current consumers, to encourage an increased sense of intimacy of the
customer relationship, and build all important meaningful relationships with consumers (Mersey,
Malthouse, & Calder 2010) especially in today’s business environment when consumer loyalty
can vanish at the smallest mistake, which can additionally have online propagation of their
unfortunate encounter with a particular product, service, brand or company. Some companies are
beginning to take notice of the power of social media (*Dr.S.Subhashini, 2018). A few corporate
social networking websites already allow consumers to not only exchange information about
products or services, but also engage in co-creating value in online experiences with offline
outcomes, with both current and potential consumers.

2.2. Segmentation of Social Media

Users Following the general idea that segmentation can leverage a better understanding of
consumers’ behavior, and therefore a better targeting, in order to obtain the desired effect of any
marketing activity, several studies have been employed to achieve a segmentation of consumers
who interact online, particularly to examine their online shopping behavior. Vellido et al. (1999)
investigated consumers’ opinion on online purchasing and online vendors that seem to consist of
the underlying dimensions ‘‘control and convenience,’’ ‘‘trust and security,’’ ‘‘affordability,’’
‘‘ease of use,’’ and ‘‘effort/responsiveness.’’ Using these dimensions as a segmentation base
discerns seven segments: ‘‘unconvinced,’’ ‘‘security conscious,’’ ‘‘undecided,’’ ‘‘convinced,’’
‘‘complexity avoiders,’’ ‘‘cost conscious,’’ and ‘‘customer service wary.’’ Starting from
consumers’ motivations to use the Internet, McDonald (1996) segmented the Internet audience as
‘‘avid adventurers,’’ ‘‘fact collectors,’’ ‘‘entertainment seekers,’’ and ‘‘social shoppers.’’ Also,
Brengman et al. (2005) performed a cluster analysis based on seven factors, such as “Internet
convenience” “perceived self-inefficacy”, “Internet logistics”, “Internet distrust”, “Internet
offer”, “Internet window-shopping”.

2.3. Mere Exposure Effect

What characterizes the mere exposure effect? In psychology, this effect refers to the fact that a
repeated stimulus is rated more positively as the result of an earlier presentation (Kaltwasser,
2019). “The brain can process the stimulus more easily when confronted again; this builds trust,
and the memory involved will generally be a positive one. The prerequisite, however, that the
first contact is always a neutral one.
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Even frequent confrontation is not enough to turn a negative feeling into a positive one. The
mere exposure effect is the psychological reason why content marketing works so well, but
constant stimuli (content) are required before a positive assessment of a brand or company
results” (Kaltwasser, 2019). The demonstrated impact of social media today, when coupled with
its projected significance, makes social media advertising a fertile ground for practitioners and
researchers.

2.4. Interactive Advertising

The past several decades reveals a steady decline in newspaper readership and magazine
circulation, and TV viewership has raised 48% over the past 8 years (Perez, 2019). The
emergence of the Internet, by its very nature, has enhanced content and file sharing applications,
which in turn have shaped the creation and distribution mechanisms as the forefront to social
media and more interactive or intuitive advertising.
Total digital ad spending grew 19% to $129.34 billion in 2019 which is 54.2% of the estimated
total U.S. ad spending. Where are the digital dollars coming from? Directories, such as the
Yellow Pages, will take the biggest hit down 19% in 2019. Traditional print (newspapers and
magazines) spending is a close second, which will ijms.ccsenet.org International Journal of
Marketing Studies Vol. 12, No. 3; 2020 75 drops nearly 18% in 2018. Traditional ad spending’s
share in the U.S. will drop to 45.8% in 2019, from 51.4% in 2018 (eMarketer Editors, 2019).
The paper also took into account that certain responses to ads may be based upon an individuals’
emotional response and that the resulting emotional response and attitude to the advertisement
act as causal mechanisms responsible for product-related attitudes (Northey, Dolan, Etheridge,
Septianto, & Van Esch, 2020).

METHODOLOGY:

As mentioned at the beginning of the study, the research is trying to explore the relationships
between social media consumer buying behavior from the perspective of the consumer.

Time
Consumer
Social Media Convenience
Intention
Trust
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The scope of the study will concentrate on the effect of social media platform on Consumer
buying behavior and suggest new ways to make social media more effective on consumer
psychology of buying the product. Social lifestyle builds a method of a business reputation for
responding to the complaints immediately through social media.
The present research aims to observe whether social networks in any way influence their
decisions whether or not consumers purchase from online.

The present research aims 6 objectives:

1. Measuring the degree of consumer confidence in purchasing products online.
2. Identifying the consumer profile that purchase products from online.
3. Determining the reasons for which consumers purchase products online.
4. Consumer attitudes study toward other consumer feedback from online.
5. Defining the categories of product that consumers buy online.
6. Identifying the maximum amount that consumers are willing to pay online.

3.1. Research Technique :

This study aims to identify consumer buying behaviour towards social media. For that purpose,
online questionnaire was created and launched through the most popular social media, Facebook
& WhatsApp. This technique was chosen because it enabled collecting data from a large number
of people and obtaining general results, which represent a great population. The main reasons for
using this platform were because Facebook and WhatsApp is considered a powerful
communication tool that can reach a big scope of people, no matter where they are, or from
which country they come from. In addition, this information is collected in a short period of
time, easily and with low costs or no costs at all. (Bryman, 2012. p.233). The creation of the
survey and the implementation of the questionnaire have been developed through the online
service: Google docs.
3.2. Questionnaire development
The questionnaire is compound of 25 close questions. Close questions are easier to answer and
administer (Bryman, 2012), and the data gathered is simpler and faster to analyze by using
statistic programs such SPSS. Hence, the questionnaire count closed questions, which are easier
for the respondent to answer, but also easier to administer and evaluate (Bryman, 2012 p.249).
The questionnaire was structured as follow:
Section 1 : Demographic of the respondents (The respondents were categorized into several
factors, such as gender, age, income )
Section 2 : Explore the relationship between social media consumer buying behavior from the
perspective of the consumer.
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THE PROCESS OF THE QUESTIONNAIRE DESIGN

The final questionnaire embraces two sections with 25 questions in total. To avoid the reader to
get bored when filling up the questionnaire. The questionnaire was originally written in English
and pre-tested via e-mail. Then, once made the changes and ready to send it to the audience, the
final questionnaire was spread out it via social media. However, later on, due to the difficulties
of getting answers..
4.1. Sample size
The sample size for the distribution of questionnaires is 50 peoples.
4.2. Sampling method
This sampling method was adopted in order to gather their responses from the students and other
public. The technique will be used together with data collection instrument (questionnaires).
4.3. Respondents
During 29 dec 2020 and 3 Jan 2021, a total of 50 respondents participated in the survey.
Respondents come from Pakistan and different nationalities.

APPENDIX I. THE ONLINE QUESTIONNAIRE

Explore the relationship between social media consumer buying behavior from the
perspective of the consumer
Please take a few minutes to fill this research questionnaire. Your response will be
very valuable to us. It will be kept confidential.
Thank you.

Section 1 # Demographic information

1. Your Age
o 16-20
o 21-30
o 31-40
o 41-50
o 50+

2. Your Gender
o Male
o Female
o Other
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3. You’re Occupation?

4. Your income level?

o 10,000k to 15,000k
o 15,000k to 20,000k
o 20,000k to 25,000k
o 25,000k to 30,000k
o 30,000k or more

5. Your Marital Status?

o Married
o Unmarried
o Other

Section 2 # Explore the relationship between social media consumer

buying behavior from the perspective of the consumer
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APPENDIX II. ANSWERS TO THE QUESTIONNAIRE

1. Demographics of the respondents

The respondents were categorized into several factors, such as gender, age, occupation, income.

1.1. Gender
Among the respondents, we found 17.6% were male, and 82.4% were female (see figure 1).

(Figure 1)

1.2. Age
From Figure 2 , we can interpret that majority of the respondents were below 50 + years old.

(Figure 2)
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1.3. Occupation
In case of occupation, 32.4% of them were students, 8.8% of them were General manager,
13.12% was homemakers, and the rest of them were doing businessman and teacher. (see
Figure 3)

(Figure 3)
1.4. Income
From Figure 4 we can see that average monthly income fall into Tk. 10,000k–15,000k
categories, 26.5% respondents’ monthly income was 30,000k or more, 8.8% earn 25,000k–
30,000k, and 8.8% earn 15,000k-20,000k.

( Figure 4)
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1.5. Marital Status

Among the respondents, we found 26.5% were married peoples, and 73.5% were unmarried
peoples (see Figure 5).

(Figure 5)

2. SOCIAL MEDIA ON BUYING BEHAVIOUR OF CONSUMERS

2.1. I use social media to find out about new products and services and about
specific grocery stores?

32.4% persons use social media to find about new products and services and the rest of them
very less use social media to find about new products and service.
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2.2. I use social media to discuss products and services?

38.2% persons use social media to discuss products and services and the rest of the person use
less social media to discuss products and services.

2.3. I am more interested about social media?

Many people use social media to connect with family, friends and business use. In this
questionnaire result, 32.4% persons are more interested use social media and the rest of the
person use less social media. This analysis shows that more peoples use social media.
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2.4. Social media channels affected your buying behavior?

Social media can build brand attitudes that affect buying behavior. The good image of brand or
product can lead the consumer to make decision on their purchases. 35.3% of social media users
browse social media to research products before making a buying decision.

2.5. Are you spending too much time on social media?

This analysis show that today (29.4%) more people spending too much time on social media.
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2.6. I use social media to find unique discounts and promotions.?

This analysis shows that 32.4% peoples use social media to find unique discounts and
promotions.

2.7. I have confidence that the store provides positive and credible information
on its shopping websites pages?
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41.2% persons have confidence that the store provide positive and credible information on its
shopping websites pages.

2.8. I pay a lot of attention to advertisements on social media?

32.4% persons pay a lot of attention to advertisements on social media.

2.9. I would be willing to look at advertisements for retail outlets on social

media?

35.3% persons would be willing to look at advertisements for retail outlets on social media.
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2.10. If I have little experience with a product, I often ask people on the brand
page of the grocery store about the product?

26.5 % persons have little experience with a product.

2.11. I tend to pass along my contacts’ positive reviews of products to other

contacts on the social networking websites?
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2.12. On the social networking websites, I like to pass along interesting

information about products from one group of my contacts on my ‘friends’
list to another?

2.13. Is online shopping convenient?

This analysis shows that’s 23.5% persons is agree to online shopping is convenient.
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2.14. Does it save your time?

This analysis shows that the 25.3% person

2.15. I feel safe and secure while shopping online?

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2.16. The internet is the best place to online shopping?

2.17. Is online shopping complicated?

2.18. Do the contents, comments or shares related with the online shopping on
social media cause a change in your perception?

2.19. I like to shop online from a trustworthy website?

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2.20. Do you trust online shopping sites?

2.21. Is your money returned on dissatisfaction on product (refund)?

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Data analysis (Results)

Introduction
“”The objective of presenting this chapter is associated with offering an
analysis of data collected in the area of study. As this research has
conducted a survey questionnaire for data collection the data analysis
technique used in this research SPSS where correlation and regression
analysis has been conducted. Hence this chapter has included both
correlation and regression analysis.
Data Analysis
Demographic Analysis

Gender
Frequency Percent Valid Percent Cumulative
Percent

Valid female 32 64.0 64.0 64.0

Male 18 36.0 36.0 100.0
Total 59 100.0 100.0
“The table of gender of respondents is given above that indicates there were 32
female respondents and 18 male respondents.

Age
Frequency Percent Valid Percent Cumulative
Percent

20 to 30 40 80.0 80.0 80.0

31 to 40 8 60.0 60.0 16.0
41 to 50 2 4.0 4.0 100.0
Total 50 100.0 100.0

The table of the age of the respondents is given above indicating that 80 respondents’ lies
between 20 to 30 years 8 respondents between 31 and 40 years 2 respondents lie between the
margin of 41 and 50 years whereas zero respondents lie between the margin of 51 years and
above.
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ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 37.469 1 37.469 23.818 .000b

1 Residual 75.511 48 1.573

Total 112.980 49
Regression 48.727 2 24.364 17.822 .000c

2 Residual 64.253 47 1.367

Total 112.980 49

a. Dependent Variable: TCT2

b. Predictors: (Constant), SM3
c. Predictors: (Constant), SM3, SM1

Regression Analysis

Variables Entered/Removed

Model Variables Variables Method

Entered Removed

SM6, SM2,
1 SM5, SM1, . Enter
SM4, SM3b

a. Dependent Variable: TCT1

b. All requested variables entered.

Model Summary

Model R R Square Adjusted R Std. Error of the

Square Estimate

1 .769a .591 .533 1.02560

a. Predictors: (Constant), SM6, SM2, SM5, SM1, SM4, SM3

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ANOVAa

Model Sum of Squares df Mean Square F Sig.

Regression 65.251 6 10.875 10.339 .000b

1 Residual 45.229 43 1.052

Total 110.480 49

a. Dependent Variable: TCT1

b. Predictors: (Constant), SM6, SM2, SM5, SM1, SM4, SM3

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig.

Coefficients

B Std. Error Beta

(Constant) .592 .477 1.240 .222

SM1 .138 .104 .148 1.327 .192

SM2 -.144 .120 -.130 -1.199 .237

1 SM3 .555 .137 .565 4.066 .000

SM4 .064 .157 .056 .405 .687

SM5 .158 .153 .142 1.033 .308

SM6 .011 .021 .056 .526 .602

a. Dependent Variable: TCT1

Limitations and directions for future research

This research considers only two separately humanized perceptions of brand
images. There are four quadrants according to the two dimensions of warmth and
competence. Researchers have expanded and deepened theory and proposed a
complementary relationship between warmth and competence (Aaker et al.
2012). If a brand is strongly promoted in terms of both warmth and competence
traits (golden quadrant), and warm advertising is provided for a luxury brand and
competent advertising for a charity brand, then are these brands or ads attractive
to consumers? How do these mechanisms work? Recent research has suggested
that warmth traits must be separated from morality traits because the two have
 30

divergent effects on impression formation (Goodwin et al. 2014). We suggest that

future research continues to explore different effects of morality advertising and
warmth advertising on advertising effectiveness. Furthermore, another
worthwhile avenue for further research is related to the effect of different brand
personalities (i.e., sincerity, excitement, sophistication, and ruggedness) and
brand anthropomorphism on consumer responses on social media (Aaker 1997;
Lee et al. 2018). This research focuses on likes because liking is the most direct
and simple self-expression behavior. In addition to likes, clicks, comments, and
shares are also key metrics of the ads’ engagement (Sekkeistudio.com 2016;
Digipanda.com 2018). Research has demonstrated that sensory and visual
features lead to likes; rational and interactive features lead to More likes A warm
image of affinity Less likes A warm image of estrangement Less likes A competent
image of arrogance More likes A competent image of prominence First-person
Third-person Warm image Competent image Fig. 10 The match between brand
image and narrative person. Note: warm image includes helpfulness, love,
kindness, sincerity, and mildness, competent image includes genius, intelligence,
quality, efficiency, and skill 1042 J. of the Acad. Mark. Sci. (2019) 47:1027–1045
comments; and sensory, visual, and rational features result in shares (Kim and
Yang 2017). Brubaker and Wilson (2018) employed a longitudinal content analysis
of 1393 Facebook posts from 100 of the world’s leading brands and found that
visual content strategy captured consumers’ attention but did not have an impact
on consumer engagement. If companies aim to achieve consumer engagement,
then pairing a compelling visual content with a text-based engagement strategy is
an effective content strategy. These findings invite the possibility that different
consumer engagements are likely to be triggered by different psychological
processes. It is possible that one matching strategy increases liking intention but
decreases commenting, sharing, or clicking intention, whereas the other strategy
decreases liking intention but increases commenting, sharing, or clicking
intention. Furthermore, the same ads in different social media contexts may have
different advertising effectiveness. Such difference is expected given that users
can only view likes and comments from within their friend network (WeChat),
whereas they can observe likes and comments from other people (e.g., Instagram
 31

and Sina Weibo). We test the effects of first-person and third-person narration on
the ads. However, narrative person involves singular personal pronouns and
plural personal pronouns, as well as male pronouns and female pronouns. Future
research may explore the role of other narrative persons in social media
advertising. We only examine self-monitoring as the moderator. Individual
differences in self-monitoring differentiate active users from the inactive ones.
This process is effective in selecting advertising recipients on the basis of their
self-monitoring, rather than on other demographic variables. Future
investigations may find other individual variables for improving advertising
effectiveness.

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