TOPIC: Influence of Social Media advertising on consumer behavior

Introduction: -
In current years, the exponentially growing usage of social network sites (SNSs) has gradually moved
to social media firms from conventional media advertising channels. Social networking technologies
are more and more seen as an important part of their daily lives and can move interactions into virtual
networks. The use of digital advertisements, representing up to 30 percent of all ad spending in the U.S.
by 2014, is projected to expand strongly in mobile advertising. Social media marketing allows
promotional campaigns in word-of-mouth (WOM), increases brand recognition and increased selling
sales, and helps a business to be able to reach customers with precision. Social media marketing has
also received a great deal of interest from corporations looking to achieve greater commercial
consumption. In every area of our lives, social media increasingly find their place. Customers are
therefore more involved with Snapchat, YouTube, Facebook, Twitter, and Google in their behavior and
understanding.

This affects the dynamic of our relationships with family and/or friends with public and private
administrations. Societal networks are a new venue individual, administration and even managements
can communicate with each other in a commercial, social, political, and educational way and share
knowledge, thinking, products and services.

In general, clinicians or investigators focused on social media to learn more on how to use and execute
these technologies effectively. This is because we have to know about the key needs and the degree to
which investment in such applications is possible in order to achieve efficient use of such technology.
In this respect, it was very important to research the social media's position in various situations in
order for established information to be extended to answer such important social media issues. In
addition, its latest analysis investigation discussed the need to propose a theoretical model covering the
most important aspects, which in the sense of a series of studies on social network and the application
of social networks in different areas of interest can be either positive or negative.

The purchasing behavior, which decides the traditional way in which goods are bought, has also been
significantly impacted. Thanks to social media, they can analyses companies and show off for other
users in order to produce some sort of viral marketing effect which allows the message to be viewed by
thousands of users with just a few mouse clicks.
Social networks allow immature people to build custom online profiles, to connect and communicate
with groups and share content (user subject). Social behavior and the manner in which consumers
historically think media like TV, radio, newspapers, and magazines were transmitted, but social media
started replacing the lasting and dominant role of conventional media among young consumers in the
twenty-first century. This shift in behaviour is a possibility and a challenge from the perspective of an
organization.

Blogging is also a very common form of social media in fashion conscious women. Mode blogs are one
of the most powerful ways of sharing experiences and feedback on the Internet and are a cost-effective
way to market products directly to the target customer. Not only is it a place for women to buy
exclusive pieces, but also for wandering around and unintendedly finding something sexy. The number
of Internet shops you buy can be increased because it can connect the customer directly to the place of
purchase.

One of the main purposes of supporting and networking social media is to affect consumer decision
making. Therefore, this trial aims to identify and determine the key factors in the prediction of
consumer buying preferences of products sponsored by social media advertising.

Research Questions
1. What is an effective conceptual model to provide a good image of the key social media
advertisement aspects?
2. What are the key variables that can predict consumers' buying intentions associated with social
media advertising?
3. How does social media marketing impact young consumers' cognitive, affective and behavioral
components?
Literature Review
Ali Abdallah Alalwan[ CITATION Ala18 \l 1033 ] discussed different types of advertisement on social
networks and about their influences on customers. In his research paper he proposed a method to
analyze the influence of social networks or media on customers. In his research paper the required data
were gathered by a convenient sample of Jordanian customers using social media sites using a self-
administered interview. Detailed information from four major cities in Jordan was collected between
July 2017 and October 2017 (Amman, Irbid, Zarqa, and Balqa). Answers in their workplaces were
approached i.e., colleges, universities, and other workplaces. The questionnaire was also given to
friends and relatives of students who, with the assistance of bachelors and master students at the FA
University of Al-Balqa, could take account of the social networks. The current questionnaire has been
translated into Arabic since this study was performed in Jordan and Arabic is the main language.

This research was observational, which gathers vast quantities of quantifiable data from fledgling
customers to facilitate statistical analysis can analyses the findings to establish a hypothesis that
investigates the reality in order to solve problems of realistic study. The survey targeted high school
and colleges aged 13-18 who used social media marketing messages and who have experienced them.
The research used a two-phase process for the processing of a sample that involves several stages. First
of all, there are many groups in the population of science. Thereafter, the Western Cape Department of
Education (WCED) has selected 70 technical training and vocational schools and secondary schools.
Ethical clearance was given before the Cape Peninsula University of Technology and WCED began.
The schools & colleges were subsequently called to receive the survey approval. Close to 200 students
from each high school were chosen via a standardized survey and asked to volunteer to take part in the
research. The self-governed surveys were immediately distributed to interrogators and they could
obtain more exact replies, since respondents have been able to seek assistance when the questionnaire
was not completely understood, as they have been able to scan the questionnaire easily when the
questionnaire was returned. The answerers for generation Z were not asked to classify, list, or list all
items or brands in the 3 questionnaires, one for every aspect of the method, but only to evaluate their
attitudes in relation to social media marketing. This multi-study approach has many advantages: it
minimizes the possibility of respondents changing their responses at each level of attitude; reduces
respondents' fatigue due to the shorter survey; enables researchers to test each variable 'independently'
on the multi-component attitude model; reduces the potential for ambivalence between different
aspects; There were three sections of the study questionnaires. The first segment gathered information
on the social media use variables (predictor factors) of young respondents through five questions of
multiple choice. The following section included two 8-point structures to assess one aspect of the
attitude. The scales of Duffett were used for cognitive attitudinal systems, as were the scales for Duffett
for affective attitudinal responses and the scales for Duffett for behavioral reactions. Data from the
demographic variables of the adolescent interrogators were obtained by three questionnaires of several
options in the final portion of the questionnaire. A total of 35 campus workers (two colleges or schools)
collected data face to face in auto-administered questionnaires, giving us an optimal response rate. This
led to the completion of 13,462 questionnaires and the compilation, coding, and analytical data through
the social studies statistical kit (SPSS)[ CITATION Rod16 \l 1033 ].

Nripendra P. Rana et al. published a research paper in 2017[ CITATION Nri17 \l 1033 ]. The current
research focuses primarily on literature dealing with the role of social media within the marketing field.
Other studies have therefore been excluded, considering the role of social media in different areas (i.e.,
politics and administration). Furthermore, this research was limited to papers reported in English-
language impact factor studies. In other words, in this study, the articles should be published in an
existing and quoted platform (Journal) with a proper index. This guarantees that an examined journal is
a peer-examined journal by specialists and examined before the paper is published in the journal by
many other experts to guarantee the accuracy of the article. In this review, they have implemented the
concept-driven systematic review approach. This framework looks at literature from the viewpoint of
all writers instead of the author's approach to the study of various topics by particular authors in
different papers. This approach was therefore found to be appropriate in the current analysis because
social media marketing appears to be evolving. Moreover, this approach makes it much easier to
document the corresponding studies. In effect, this study started examining the main research engine of
the database for the collection of related articles over the cycle from Sep 2015 to Jan 2016. The
selection of these articles has carefully identified the marketing issues on social media platforms. As a
result, investigators have used a variety of labels to reach out to appropriate editorials such as Social
Media Advertising, Marketing, Web 0.2, Social Media Advertising, and social networks as well as
categorizing clients. Specific names for the most renowned social media applications have also been
used by the researchers: Yahoo, Google+, YouTube, Facebook, advertising, consumer, and brand
names for the specific products. This approach has been adopted to access the most appropriate journal
articles. The authors have then screened and inspected all collected articles to ensure that our current
study targets are the focus of each study collected. Several criteria have also been taken into
consideration in the filtering of collected papers, such as the paper's main theme as identified above in
the field of marketing, A high-impact publication, the language must be English, and a simple and
scientific approach should be used for the article. In the current research, this method resulted in 144
papers.

Social networks or media have become an everyday habit. Four in five internet users have the most
popular social media site in the world, Facebook. The statistics indicate the extreme behaviour in the
use of social networks. Increasing intensity and experience indicates activity that is more similar to real
life in virtual social networking. For example, through social media people can consult and connect. An
intensive use of the social media, Facebook in its case, is closely linked to actions in connections with
friends. Accordingly, the degree to which this activity is conducted by social media can be reflected in
its use. Different reasons drive the roots of this behaviour, but the two main causes which make users
frequently visit their sites are (1) the need to build social and create relationships, and (3) the need to
share and search for interesting content. Firstly, "to keep and build relationships" socialization was
established. Since different features are available in social media to support and improve user
connections, users can communicate with each other. This argument is endorsed by previous studies.
The second explanation is that the tourist sector has a greater impact on the sharing and quest for
information. Social media may contribute to the UGC through the involvement of tourists by sharing
and obtaining tourist information or photographer, video, and commentary. Tourists will share ideas
and collaborate with others on the same or similar voyages in the future[ CITATION Yea17 \l 1033 ].

Kem Z.K. Zhang and Morad Benyoucef published a research paper in 2016[ CITATION Kem16 \l 1033 ].
In this research paper, they have a systematic approach in their literature review in order to classify
important papers. In this step, they used two methods of collecting journal papers, academic and peer
reviewed. They select first a range of academic databases including Web science, Business Source
Premier, Science Direct, ProQuest, Emerald, and Wiley Online Library. In addition, they select other
academic databases. These databases were researched with keywords, such as social enterprise,
Facebook trade, social shopping, and marketing in the social media. Second, they have reviewed major
journals to ensure that the important papers are not missing. They conducted a search of keywords in
the fields of information systems (IS) and e-commerce journals, including MIS Quarterly, Information
Systems Analysis, Management Information Systems Journal and Electronic Trade Journal and
marketing journals such as Marketing Journal and Consumer Research Journal.

Digital marketing campaigns are becoming more popular as digital media become more and more part
of marketing strategies and people use digital devices rather than go to shops. As digital marketing
relies on technology that is continuously evolving and changing rapidly, digital marketing
implementation and strategy should be expected. digital marketing. For all online marketing activities,
digital marketing is a key concept. Businesses are communicating with their current and prospective
customers using digital platforms like Google Search, Social Media, email, etc. For any business in any
industry, digital marketing can work. If the company sells, digital marketing often requires buyers to
identify customers' needs and to build valuable online content. Today the digital marketing has been
replaced by monotonous advertisement and marketing strategies. Digital marketing also promotes
marketing practices by leveraging technology to raise customer consciousness and fulfil the demands
of customers. They can offer immense opportunities for governments to work more efficiently. The
study was done in exploratory mode, since there are no predefined problems, however there can be
considerable insight into a particular situation. 200 women in all demographic areas based on
judgement and snow bowling techniques are given a standardized questionnaire. The study has no
conclusive proof, but it enables researchers to better understand the issue. The emphasis is on the
acquisition of knowledge and observations for further research [ CITATION Sud17 \l 1033 ].
References

[1] A. A. Alalwan, "Investigating the impact of social media advertising features on customer," International
Journal of Information Management, pp. 65-77, 2018.

[2] R. G. Duffett, "Influence of social media marketing communications on young consumers’ attitudes," 2016.

[3] Nripendra P. Rana, Ali Abdallah Alalwan, Yogesh K. Dwivedi, Raed Algharabat , "Social media in marketing:
A review and analysis of the existing literature," Telematics and Informatics, pp. 1177-1190, 2017.

[4] Yeamduan Narangajavana, Luis José Callarisa Fiol, Miguel Ángel Moliner Tena, Rosa María Rodríguez
Artola, Javier Sánchez García, "The influence of social media in creating expectations. An empirical study
for a tourist destination," Annals of Tourism Research, pp. 60-70, 2017.

[5] Kem Z.K. Zhang and Morad Benyoucef, "Consumer behavior in social commerce: A literature review,"
Decision Support Systems, pp. 95-108, 2016.

[6] Sudha M. and Sheena K. , "Impact of Influencers in Consumer Decision Process: the Fashion Industry,"
SCMS Journal of Indian Management, 2017.