Findings on Influences made by the advertisements in customers’ perception.

 Population going for Branded or non-branded

 Money spending style: less with offers/discounts or more but branded
 Attractive VS Quality
 Quantity VS Quality
 More often purchaser or less often purchaser
 Easy to browse through products / window shopping using back links
 English or regional languages
 Are the advertisements in social media reliable?

Components Identified Item Number

Brand: R-1, 2, 5, 6, & 25
Non-Brand: 1, 4, & 13
Quality: 6, R-8, 9, R-10, & 12
Quantity: 10, 11, & 14
Attractiveness: 4, 7, & R-8
Reliable: R-20, 21, 22, 23, R-24
Not Reliable: 20, R-21, R-22, R-23, & 24
Offers & Discounts: 3, R-5, & 13
Frequent Purchaser: 21, & 22
Casual Purchaser: R-21, & R-22
Low Spending: 5, R-6, R-15, 16, R-22, & R-23
High Spending: 15, 21, 22, & 23
Reasonable Spender: 16, & 25
Language:
Mother Tongue: 19
English: R-19
Backlinks:
Informative: 17, & R-18
Annoying: R-17, & 18
Abbreviations:
Brand – B
Non-Brand – NB
Quality – Qly
Quantity – Qty
Attractiveness – A
Reliable – RL
Not Reliable – NR
Offers & Discounts – OD
Frequent Purchaser – FP
Casual Purchaser – CP
Low Spending – LS
High Spending – HS
Reasonable Spender –RS
Language – L
Backlinks – BL
Reverse Scoring – R-
Items - With components required to identify and items of reverse scoring
1. Advertisements of non-branded products are more attractive than the branded one. R-
B / NB
2. Advertisements of non-branded products are usually the lookalike of branded
products. B
3. Advertisement usually focuses on the offers provided to increase the sales. O/D
4. Attractive advertisements usually makes me to purchase products, less considering the
brand or the cost. A / NB & HS
5. The first thing I see in any advertisement posted in social media is the brand. Brand is
more important than the cost or the offers. B / R-OD
6. The brand and the quality is more important than the cost. B / Qly / HS / R-LS
7. I go for attractive advertisements than for non-attractive promotional texts. A
8. Attractive advertisement usually won’t promote quality products. (Biased Statement)
R-A / R-Qly
9. Quality of a product can be seen in the richness of the advertisements posted on the
social media. Qly & A
10. Advertisements usually projects the quantity of any products than the quality to raise
the demand. Qty / R-Qly
11. I can easily identify the intension to raise demand for any products from the
advertisement posted in social media. Qty
12. Advertisements usually focuses on the quality of any products. Qly
13. Advertisements with offers or discounts usually attract me than the brand of any
product. NB & OD
14. Advertisements mentioning quantity, for eg: “Hurry, only 20 units left”, will rush me
to buy the product. Qty
15. I often spend more money on online shopping. HS / R-LS
16. I value money by saving and not spending on random items. RS
17. I’m comfortable on clicking the links given on the advertisements to browse products
in online shopping websites. BL-Informative
18. It’s usually annoying when the advertisements lead me to random promotional pages.
BL-Annoying
19. I prefer any advertisements posted in my mother tongue and I usually ignore ads in
English. L / R-E
20. I won’t trust the advertisements to buy any products online, I usually check the
reviews before I buy the products. R-RL / NR
21. I’ve ended up in purchasing random items, by believing the advertisements shown in
social media. RL / HS / FP / R-NR / R-CP
22. I’ve purchased more products through the influence of online advertisement. RL /
FP / HS / R-NR / R-CP / R-LS
23. I’ve lost some money, by believing the advertisements shown in social media. RL /
HS / R-NR / R-LS
24. Advertisements usually won’t give the right information, the purpose of
advertisements are to sell random products. R-RL / NR
25. Attractive advertisements usually won’t make me to purchase products, I consider the
brand and the cost. B / LS (Reasonable Spender).