Consumer Perception Towards

Social Media Advertising

(BRM Assignment)

Abhinandan Jain
BCM 1923
INTRODUCTION

Social Media is a term that is used quite alien these days. It is the new in thing and one would
imagine that everyone knows or understands what social media is. It is a fact that ninety percent of
all online users use social media in some way or the other. It is also a fact that most of these
people will not be able to name more than a handful of social media platforms besides the ones
that they are using, It may have been due to the pace of development in the social media arena or
just plain lack of interest in the developments that makes it seem like social media jumped out of
nowhere and took people by surprise.

The emergence of social media began in the early days of Internet when people started sharing
information and communicating with each other. It was just the earlier platforms were more
“technology” intensive and required some expertise to use and hence the number of people using
these platforms was limited. Over a period of time as the technology matured. Platforms were
developed where regular users, without any technological background, could also use the
services. This was a turning point in the history of Internet. Making the Internet technology all
inclusive, where people were no longer silent spectators to the content being dished out to them.
Now they could create their own content, share it with others. Respond to people, and collaborate
with them and more. This user interaction is what gave impetus to the development of social media,
as we know it today.

What is Social Media?

Social Media has become an inevitable part of our daily life, and like it or not, it’s here to stay. It is
the talk of the town these days, being discussed extensively in traditional media and a rage among
the youth Businesses that are still not using the social media are scrambling to get tin-board the
bandwagon now as they are becoming aware of the enormous power and potential of this medium.
The term Social Media needs no explanation, as I am quite sure that everyone has heard and knows
of it by now. But for those who don’t — quite simply, “social media is the media that al ows one
to be social, or get social online by sharing content. News, photos etc with the people.”

What is Social Media Advertising?

Social Media Advertising is a particular segment of marketing that utilises internet’s
social platforms to deliver commercial messages to potential consumers.

Social Media advertising, also known as online advertisement, internet marketing, online
marketing or E-marketing, is the marketing and promotion of products or services over the Internet.
Examples of online advertising include contextual ads on search engine results pages, banner ads,
blogs, rich media ads, social network advertising, interstitial ads, online classified advertising,
advertising networks, dynamic banner ads, and e-mail marketing, including e mail spam many of
these types of ads are delivered by an ad server.
 Social Media Marketing and Social Media Advertising
Social Media Marketing is a collection of methods and operations for generating commercial
publicity through social media websites and online communities. Social Media Advertising is
planning and executing advertising campaigns on those platforms.

The reasoning behind this action is Simple: The advertisers have to go where their clients are
hangout. And today their client’s hang out on Social Media websites.

The hard part is to execute and manage the form of advertising or communication on these
sacral platforms. If you go in With a normal hard sell ad message you would use on traditional
media, such as magazines, radio and TV, you are almost certain to crash and burn quickly. Direct
commercial messages are quickly considered as spam and you will find yourself black listed in
no time.

Statement of Problem

The increasing presence of social media in India gives an active advantage to consumers through advertisement,
the Indian consumers perception towards these advertisement unexplored while presenting advertisement in
social media it helps the people to understand easily about the product and it leads to sales promotion. The aims
is finding consumer perception towards social media websites face book, Linked In, twitter and you tube.

OBJECTIVES
The main objective of this study is as follows:

 To Study the time devoted by the respondents on the social networking sites.

 To Study the influence of age and education of a consumer in selection the

advertisement on social media.

 To find out the overal effect of Social media advertising in forming purchase decisions.
Hypothesis
1. VISITING

Ho: Visit to the associated web site of the advertisement does not affect
significantly on purchase of product/ service based on social media
advertising.

H1: Visit to the associated web site of the advertisement affect significantly
on purchase of product/ service based on social media advertising.

2. PURCHASE DECISION

Ho: Taking purchase decision through advertisement does not affect

significantly on purchase of product/ service based on social media advertising.

H2: Taking purchase decision through advertisement affect significantly on

purchase of product/ service based on social media advertising.

3. TREND

Ho: Purchase of product/ service based on social media advertising does

not influence your shopping trend.

H3: Purchase of product/ service based on social media advertising influence

your shopping trend.

4. USEFULNESS

Ho: Purchase of product/ service based on social media advertising does

not lead you to purchase useful product.

H4: Purchase of product/ service based on social media advertising leads you
to purchase useful product.

5. ATTRACTION

Ho: Purchase of product/ service based on social media advertising does

 not attract towards a brand by clicking on that advertisement.

H5: Purchase of product/ service based on social media advertising attract

towards a brand by clicking on that advertisement.

Dependent Variable:
Reaction to the advertisement

Independent Variable:
1. Attractiveness of the website/product
2. Usage patterns /No of time spent on social media
3. Trend/Viral Videos
4. Believing in online advertisements

Demographic Variable:
1. Gender
2. Age
3. Income
QUESTIONNAIR
E
SECTION-A

1. Name (optional)

2. Gender *

Mark only one oval.

Male

Female

3. Age Group *

Mark only one oval.

20-35 yrs

35-50 yrs
 Above 50

4. Educational Qualification *

Mark only one oval.

Matriculate

Graduate

Post Graduate

SECTION-B
5. How much time do you commit to social media ? *

Mark only one oval.

1-2 Hours Daily

Several Times in a Day

2-4 Time in a Week

Once in a week
6. Do you trust online advertisement ? *

Mark only one oval.

Yes

No

7. How many ads do you click on social media. *

Mark only one oval.

1-3

4-5

More than 5

8. Have you ever purchased a product or service based on an advertisement on a social

network? *

Mark only one oval.

Yes

No
 9. Are you a member of a fan page for a brand or product on facebook ? *
Mark only one oval.

Yes

No

Section-C
10. Do you visit the associated web site of the advertisement. *

Mark only one

oval.

1 2 3 4 5

Strongly

Disagree Strongly Agree

11. Does social media advertisement help you in taking purchase decision ? *

Mark only one

oval.

1 2 3 4 5

Strongly

Disagree Strongly Agree

12. Does social media advertising influence your shopping trend ? *

Mark only one

oval.

1 2 3 4 5

Strongly

Disagree Strongly Agree

13. Do you think social media advertisement will lead you to purchase useful product. *

Mark only one

oval.
 1 2 3 4 5

Strongly Disagree Strongly Agree

14.Are you attracted towards a brand by clicking on that advertisement. *

Mark only one oval.

1 2 3 4 5

Strongly

Disagree Strongly Agree

THANK YOU