A Study On Public Perception Towards Social Media Advertising

INTERNAL PROJECT REPORT ON
“A STUDY ON PUBLIC PERCEPTION TOWARDS SOCIAL MEDIA

ADVERTISING”
Submitted to
BHAVAN’S TRIPURA COLLEGE OF SCIENCE AND TECHNOLOGY
In partial fulfilment for the award
Of
Degree in Bachelor of Business Administration
SUBMITTED BY
RANIT MAJUMDER
BBA 3rd Semester 2023-2024
Registration no: 2022 - 026006
Under the Guidance of: SRI. ANUPAM ROY
AFFILIATED TO
Tripura University (A central University)
Suryamaninagar, Agartala, Tripura, (W) pin-799022
INTERNAL PROJECT REPORT ON
“A STUDY ON PUBLIC PERCEPTION TOWARDS SOCIAL MEDIA

ADVERTISING”
Submitted to
In Partial Fulfilment for the Award
Of
Degree of Bachelor in Business Administration
Under the Guidance of: Submitted by:
Sri. Anupam Roy Ranit Majumder
Asst. professor Roll number- 224000006
Department of Management
Department of Bachelor of Business Administration
Tripura University (A central University)
Suryamaninagar, Agartala, Tripura, (W) pin-799022

BHAVAN’S TRIPURA COLLEGE OF SCIENCE & TECHNOLOGY
AFFLICATED TO TRIPURA UNIVERSITY
(A CENTRAL UNIVERSITY)
DECLARATION BY THE STUDENT
I, RANIT MAJUMDER, a student of BBA 3rd Semester, roll number:-224000006 of the session
-2023-2024, hereby declare that the assignment on A study on public perception towards
“social media advertising” Submitted by me to BHAVAN’S TRIPURA COLLEGE OF

SCIENCE & TECHNOLOGY in partial fulfilment of the requirement for the award of the degree
of BACHELOR OF BUSINESS ADIMISTRATION is a record of the bona-fide assignment
work carried by me under the guidance of MR. ANUPAM ROY, ASSISTANT PROFESSOR,
DEPARTMENT OF MANAGEMENT STUDIES, BHAVAN’S TRIPURA COLLEGE OF
SCIENCE & TECNOLOGY.
DATE: RANIT MAJUMDER
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Anandanagar, Srinagar, Tripura—799028
Department of Management
BONAFIDE CERTIFICATE
This is to certify that the Assignment titled A study on public perception towards “social
media advertising” is an academic work done by RANIT MAJUMDER for the award of the
degree of Bachelor of Business Administration at Department of Buisness Management,
Tripura University (A central University), Suryamaninagar, Agartala,Tripura, (W), under my
guidance & direction. To the best of my knowledge and belief the data & information presented by
him/her in the project has not been submitted earlier.
DATE:- Signature of the guide
Signature of the Examiner:
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AFFLICATED TO TRIPURA UNIVERSITY
(A CENTRAL UNIVERSITY)
ACKNOWLEDGEMENT
Before going to the research work, I would like to acknowledge the assistance and guidance provide
by different people who have helped me in the successful completion of this project.
First of all, I would like to my express my sincere gratitude to my respected guide Mr. Anupam
Roy, Assistant professor, Department of BBA, Bhavan’s Tripura Collage of Science and
Technology for his guidance, support and encouragement at different phases of the research work
and in the preparation of my project report.
I wish to extend my sincere gratitude to all the customers of different products brands at Agartala
for providing me all the information regarding the topic and help me to finish the project on time.
Last but not the least, I would like to express my thanks to my family and friends who inspired me
to put my best efforts for the successfully completion of this project.
RANIT MAJUMDER
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TABLE OF CONTENT
CHAPTER NO. TITLE PAGE NO.
Summary 1-2
Chapter 1
List of Figure 3-4
Introduction to the topic 5-52
Chapter 2
Objectives 53-54
Limitations 55-56
Chapter 3 Methodology 57-59
Chapter 4 Literature review 60-61
Chapter 5 Data interpretation & Analysis 62-84
Chapter 6 Findings 85-90
Chapter 7 Conclusion 91-92
Chapter 8 Recommendations 93-95
Chapter 9 Bibliography 96-97
Chapter 10 Appendices 98-102
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CHAPTER 1
SUMMARY
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SUMMARY
The Project entitled A study on public perception towards “social media advertising”
{Include, Introduction, Objectives, Limitations, Methodology, Review of literature, Data

interpretation, Findings, Conclusions, Recommendations and Bibliography}
1. Introduction: Introduction is all about the abstracts, Key words & explanation about
Consumer buying behaviour
2. Objectives: Objectives define the context of the project.
3. Limitations: Limitations explain what the man barriers against the survey are.
4. Methodology: Next is research methodology which consists of the whole research process of
how this project will be carried out.
5. Review of literature: It consists of the details those projects which are similar.
6. Data interpretation: Data interpretation consists of related data calculation require

completing this project Here, in data analysis MS WORD and MS EXCEL are used.
7. Findings: It includes that found after analysis the findings.
8. Conclusion: It includes the main results after analysing the findings.
9. Recommendation: It consists of the faults & problems that found after the survey.
10. Bibliography: Bibliography are those sources from where the secondary data collected.
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LIST OF FIGURES
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LIST OF FIGURES
FIGURE TITLE PAGE

NO. NO.
FIGURE 1 GENDER DISTRIBUTION 63
FIGURE 2 AGE DISTRUBUTION 63
FIGURE 3 MARTIAL STATUS 64
FIGURE 4 EDUCATIONAL LEVEL 64
FIGURE 5 OCCUPATION STATUS 65
FIGURE 6 MONTHLY INCOME 66
FIGURE 7 NUMBER OF MEMBERS IN THE FAMILY 67
FIGURE 8 SOCIAL NETWORKING PROFILE 68
FIGURE 9 SOCIAL MEDIA COMMUNICATION WELL 69
FIGURE 10 REASON FOR CHOOSING SOCIAL MEDIA ADVERTISING 70
FIGURE 11 PRODUCT INFORMATION PREFER THROUGH SOCIAL 71
MEDIA ADVERTISEMENT
FIGURE 12 PRODUCT/SERVICE OFFERS BE LIKE SOCIAL MEDIA 72
ADVETSEMENT
FIGURE 13 FACTORS IN AN ADVERTISEMENT WHICH WILL MAKE 73
YOU CHANGE YOUR BRAND-LOYALTY
FIGURE 14 ADVERTISEMENTS ARE INFORMATIVE OR ANNOYING 74
FIGURE 15 CONTENTS OF THE ADVERTISEMENT MAY BE 75
UNSUITABLE FOR PEOPLE
IF YES, PLEASE SPECIFY
FIGURE 16 HOW USEFUL DO YOU THINK THAT SOCIAL MEDIA 76
ADVERTISEMENT HAS BEEN FOR THE COMPANY
FIGURE 17 HOW OFTEN DO YOU SEEK RECOMMENDATIONS FROM 77
SOCIAL MEDIA BEFORE MAKING A PURCHASE
DECISION
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CHAPTER 2
INTRODUCTION TO THE TOPIC
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Introduction
In today’s technology driven world, social networking sites have become an avenue where retailers
can ex tend their marketing campaigns to a wider range of consumers. social media advertising as
a connection between product and consumers, offering a personal channel and currency for user
centered networking and social interaction. The tools and approaches for communicating with
customers have changed greatly with the emergence of social media; therefore, businesses must
learn how to use social media in a way that is consistent with their business plan. This is especially
true for companies striving to gain a competitive advantage. This review ex amines current
literature that focuses on a retailer’s development and use of social media as an extension of their
marketing strategy. This paper begins with an social media advertisement, it is has become clear
that studies are focusing on describing what social media advertisement is as well as examining
what factors influencing consumer behavior relative to social media advertisement.
Understanding consumer’s perception towards social media advertising has always been one of
the goals of advertisers. Advertisements that are successful in delivering its messages to its
audiences can help to promote and build awareness on the company’s offerings. With the rapid
development of information technologies worldwide in the past decade, social media advertising
is increasingly relying on various modes of interactive technology to advertise and promote their
products and services. Furthermore, the idea of executing a content that is current and entertaining
could get consumers to interact electronically in an effective way. This powerful attribute can be
seen as a future of advertising and may become more figurative in consumers’ minds than
television advertising as a marketing. Social network sites such as Facebook, Twitter, you tube,
LinkedIn have become the popular medium of market practitioners to engage their marketing
activities. Facebook was founded by Mark Zuckerberg in the year 2004. This is one of the fastest
growing social networks worldwide.
In the kaleidoscope of today's digital landscape, where connectivity and information dissemination
thrive, social media has emerged as a ubiquitous force shaping societal interactions and consumer
behaviors. Amidst this digital transformation, advertising on social media platforms has become a
prominent vehicle for brands to engage with their audiences. However, the realm of social media
advertising is not merely a conduit for promotional messages; it is a dynamic space where public
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perception intertwines with marketing strategies, influencing the dynamics of trust, relevance, and
engagement.
This research project embarks on a journey to unravel the intricate fabric of public perception
towards social media advertising. As we witness a proliferation of digital advertising campaigns,
understanding how individuals perceive and respond to these messages is pivotal for businesses,
marketers, and the broader digital society. By delving into the multifaceted aspects of this
relationship, we aim to extract valuable insights that will not only aid businesses in refining their
advertising strategies but will also contribute to the academic discourse surrounding the socio-
cultural impact of digital advertising.
As we embark on this expedition into the realm of social media advertising perception, the findings
promise to provide a nuanced understanding of the ever-evolving relationship between users and
the advertisements that punctuate their digital experiences. Through this exploration, we anticipate
not only to offer practical insights for businesses but also to contribute to the broader narrative
surrounding the digital evolution of our society. The perspectives and attitudes of the participants
in this study will serve as the threads that weave together a comprehensive tapestry of public
opinion towards social media advertising.
Social media and its growing importance in the virtual world have become extensively discussed
topics in recent years. Social media is defined as, “a group of internet-based applications that build
on the ideological and technological foundations of Web 2.0, and that allow the creation and
exchange of user generated content” (Kaplan and Haenlein, 2010). The growth of social media in
the last decade has been phenomenal, as have been the various functions offered by it. Some of the
most widely used functions of social media include social networking, business networking,
microblogging, video sharing, music sharing, scheduling and meeting tools. These functions have
resulted in the development of a plethora of websites that have made social media a separate world
in itself within the internet domain, significantly influencing both academic and industrial
outlooks.
During the early 2000s, the internet was considered a competitive challenger by other media.
Marketing activities had been highly traditional in the past, but there is now a welcome move
towards digital marketing (Heinonen and Michelsson, 2010). This shift has been catalyzed to a
large extent by social media and its various functions. Increasing public exposure to social media
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has provided new opportunities to marketers to target an emerging section of society that is social
media savvy. The increasing presence of advertisements in social media sites is an overt outcome
of this fact. While the increase in the number of advertisements in social media has obvious takers
in industry, its growing interest in academic circles cannot be understated. The nuances of
advertisements in social media offers much scope for research to understand opportunities and
challenges involved.
With rapidly expanding developments in social media functions that make them highly specialized
and unique, it is neither practical nor correct to group all functions into a single unit to understand
their impact on users. It is therefore important to study the effect of advertisements in various types
of social media functions on users to understand their suitability and effectiveness. Such studies
are lacking, especially in Asian countries. According to Nielsen (2012), US and Asian consumers
are more responsive towards social media advertisements. Despite this trend, US far surpasses
Asia in terms of academic studies that help understand this field better. Compared to Hispanic,
White, African and American consumers, Asian consumers tend to show positive approach
towards sharing, liking and purchasing product through online advertisements (Nielsen, 2012).
Despite relatively high involvement of Asian consumers in social media advertisements, not much
empirical evidence is available to understand consumer’s perception towards them. Many studies
have been conducted in countries like the USA, the UK, China and Japan but not in India. A study
enveloping Indian consumer perception towards social media will make a significant contribution
to the academic perspective of this field from both Indian and Asian perspectives. India is the third
largest growing online market after the USA and China (The Economic Times, 2012). According
to emarketer.com (2013), 19.2 million Indian buyers were engaged in online buying in 2012 and
this number has been predicted to increase to 41.8 million by 2016. Within the next five years, the
annual online sales in India can potentially reach $15 billion. The recent statistics by internet and
Mobile Association of India (IMAI, 2013) exemplifies the extensive reach of social media among
the Indian internet user, and reports that nearly 62% of internet users engage in social media
websites.
India has the third largest number of Facebook users worldwide after the US and Brazil. Apart
from Facebook, Indian users are frequent other social media sites such as LinkedIn, YouTube, and
Twitter. This phenomenal reach of social media in India has encouraged advertisers to view social
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media users as promising consumers. The current study identifies the difference in perception of
belief associated with top social media websites in India.
The appearance of Internet-based social media has made it possible for an individual to
communicate with other people all over the world about an organization, product or service. The
word social means interaction of the individual and the groups as a member of society. Media is a
system of communication and interaction. Social media is the interaction among people which
they create, share, and or exchange information and ideas in virtual communities and networks. It
allows creation and exchange. Social media differ from traditional media in different ways such as
the quality, reach, frequency, accessibility, usability, immediacy and performance.
Social media technologies take on many different forms including magazines, internet forum,
weblogs, social blogs, social networking, pictures, video and social bookmarking. Social media
marketing gains attention or website traffic through social media sites. It usually creates content
that attracts attention and encourages readers to share it with their social networks. Some of the
examples of advertising using social media are Twitter, Facebook, Google+, Linked ln, Yelp,
Foursquare, Instagram, YouTube and Blogs. The internet brings the opportunity for marketers to
get direct feedback from consumers and has the ability to customize individual messages.
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However, the boundaries between the different types have become increasingly blurred. For
example, Shi, Rui and Whinstone (2013) argue that Twitter, as a combination of broadcasting
service and social network, classes as a "social broadcasting technology". Advertisers are moving
away from the traditional media to the new media that is using social media. An increasing number
of scholars have sought to study and measure the impact of social media.
However, tactics such as advertising within a social network have not been analyzed
professionally. “Smart advertising” is the new generation of advertising it is possible to enable
such data mining technologies and enable advertisers to customize everything in their
advertisement to correspond to the user viewing it. Hewlett Packard invented new ways to reach
consumers twenty times more the Return on Investment (ROI) it would have reached with
traditional advertising methods (Mathieson, 2010). Realizing the importance of advertising
method and the emergence of social media advertising, this study aims to examine on social media
advertising towards product awareness and consumer value perception.
Social media advertisement is the new form of advertisement that are develop to generate
customer attitude towards their product, social media advertisement is emerging as they provide
opportunities for organization to generate customer’s engagement. The study also focuses towards
the key factors involves in social media advertisement that includes informativeness,
entertainment, credibility, irritation, personalization and incentives. In 1997 the first social media
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site was a website known as six degrees, this website allow user to generate an account and then
friend the other user, further internet modified in new era of blogging this would help the people
to communicate with each other, the term changed to “weblog”.
Social media advertisement is often known as social networking advertising site, social media
advertisement is one of the most efficient marketing techniques used by marketers to generate
customer’s importance, these advertisements are effective and cheap way to engage the customer
towards your product and services. These advertisements are place on social websites to generate
maximum awareness about your product and services. Moreover, social media marketing can
elaborate as a new form of internet market in which content is placed on social media websites to
achieve your marketing objectives. Furthermore, to generate customer attention towards your
product the content you have placed should contain encouraging factors that could gain customers
attention.
Advertisement with an incentive provides specific financial rewards to individual who agree to
receive an advertisement. Incentive encompasses many monetary benefits like discount, gifts and
coupons, and non-monetary benefits including intrinsic value such as level ups, status awards.
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Some consumers have interest in obtaining monetary benefits from marketing program. The
consumers focus on those messages which include some financial benefits or incentives on the
message and make sure of every opportunity to get the benefits of the message. Customers are
interested in intangible benefits and give more attention to an advertising message for financial
advantages.
Advertising value may serve as an index of consumer satisfactions with the communication
products of organizations. It was also defined as a subjective evaluation of the relative worth or
utility of advertising to consumers. It revealed consumers’ satisfaction with the advertised
products. The perceive value of advertising helps forming positive opinion about different
characteristics of advertisement. Advertising value model has been one of the most effective and
widely used theories for understanding and determining consumer attitudes and perceptiontowards
advertising.
The use technology has been growing more and more as time passes, many businesses are opting
for a way to introduce their business on social media platforms. Businesses owners need to think
on a different way to endorse their product. Online shopping has become a popular way of
shopping for consumers. This innovation for shopping not only brings a great number and variety
of merchandise to potential consumers, but also offers a numerous business activities and huge
market. So that we also want to discuss about the customers engagement, Customer engagement
monitors the relationship between a consumer and a company. This can be done through various
channels, varying from email, click-through-rate, online reactions, feedback, re-purchasing and
more. This relationship is important for encouraging customer loyalty, increasing awareness and
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looking at customer satisfaction. Customer engagement marketing isn’t an entirely new concept.
But some do it better than others. Social media is no longer known only as a media that facilitates
its users to present themselves on the internet but also as media to sell some products to consumers
known as an online shop. Because of the numerous advantages and benefits, more people say that
they prefer online shopping over conventional shopping these days Using social media was
difficult because people do not know if everyone like the post. Because not everyone will agree
but anyone can put comment or opinion on other post so that everyone needs to be careful.
Social media outlets differ from traditional media (e.g. print magazines and newspapers, TV,
and radio broadcasting) in many ways, including quality, reach, frequency, usability, relevancy,
and permanence. Additionally, social media outlets operate in a dialogic transmission system. For
instance, a newspaper is delivered to many subscribers, and a radio station broadcasts the same
programs to an entire city.
Since the dramatic expansion of the Internet, digital media or digital rhetoric can be used to
represent or identify a culture. Studying the rhetoric that exists in the digital environment has
become a crucial new process for many scholars.
Social media app icons on a smartphone screen
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Observers have noted a wide range of positive and negative impacts when it comes to the use of
social media. Social media can help to improve an individual's sense of connectedness with real
or online communities and can be an effective communication (or marketing) tool for corporations,
entrepreneurs, non-profit organizations, advocacy groups, political parties, and governments.
Observers have also seen that there has been a rise in social movements using social media as a
tool for communicating and organizing in times of political unrest.
Social network advertising, also known as "social media targeting," is a group of terms that are
used to describe forms of online advertising and digital marketing that focus on social networking
services. One of the significant benefits of this type of advertising is that advertisers can take
advantage of the users' demographic information, psychographics and other data points to target
their ads appropriately.
Social media targeting combines current targeting options. Important factors also include what the
user likes, comments on, views, and follows on social media platforms. With social media
targeting, advertisements are distributed to users based on information gathered from target group
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profiles.
Social network advertising is not necessarily the same as social media targeting. Social media
targeting optimizes social media advertising by using profile data to deliver advertisements directly
to individual users. Social network advertising refers to matching social network users to target
groups specified by the advertiser. Social media advertising involves creating content on social
media platforms, engaging with followers, and running social media advertisements.
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About social media advertising
Social media advertising refers to the use of social media platforms to promote products,
services, or brands through paid advertising. These platforms provide businesses with the
opportunity to target and reach specific audiences based on demographics, interests,
behaviors, and other criteria.
Popular social media platforms for advertising include Facebook, Instagram, Twitter,
LinkedIn, Pinterest, and Snapchat. Advertisers choose platforms based on their target
audience and campaign objectives. Social media advertising has become a significant part of
digital marketing strategies due to its ability to reach a large and diverse audience, as well as
its cost-effectiveness and measurable results.
About free advertising idea will you choose
There's plenty of free advertising ideas above to help your business get off the ground. Some
may worker better for your business model or industry. Fierce competition and industry over-
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Important strategies of social media advertising
Social media advertising has become increasingly important in the world of marketing and
business for several reasons:
1. Widespread Audience Reach:
Social media platforms have billions of active users, making them a vast and diverse
audience. This level of reach is unparalleled in traditional advertising.
2. Targeted Marketing:
Social media advertising allows businesses to precisely target their ads to specific
demographics, interests, behaviors, and even geographic locations. This precision enhances
the chances of reaching the right audience with relevant content.
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3. Cost-Effective:
Compared to traditional advertising methods like TV or print, social media advertising can
be cost-effective, especially for small businesses. Advertisers can set budgets, control
spending, and track ROI more efficiently.
4. Engagement and Interaction:
Social media enables real-time engagement between businesses and customers. Users can
like, comment, share, and provide feedback on ads, fostering a sense of community and trust.
5. Data and Analytics:
Social media platforms provide detailed analytics and insights about ad performance.
Advertisers can track metrics like click-through rates, impressions, conversions, and more,
allowing for data-driven decision-making and optimization.
6. Brand Awareness:
Social media advertising is an effective tool for building brand awareness and recognition.
Frequent exposure to a brand's message helps it stay top-of-mind among consumers.
7. Customizable Content:
Businesses can create various types of content, including images, videos, carousels, and
stories, to showcase their products or services in a way that resonates with their target
audience.
8. Real-Time Updates:
Social media enables businesses to share real-time updates about promotions, events,
product launches, and news, ensuring customers are informed quickly.
9. Competitive Advantage:
Companies that embrace social media advertising have a competitive edge, as it allows them
to keep up with consumer trends and adapt their strategies accordingly.
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10. Improved Customer Service:
Businesses can use social media platforms as customer service channels, responding to
inquiries, resolving issues, and providing support promptly and publicly, which can enhance
customer satisfaction.
11. Measurable Results:
Unlike traditional advertising, which can be challenging to measure accurately, social media
advertising provides clear, measurable results. Advertisers can see exactly how their
campaigns are performing and adjust strategies accordingly.
12. Global Presence:
Social media allows businesses to expand their reach globally without the need for physical
locations. This is particularly beneficial for e-commerce companies and those targeting
international markets.
13. Influencer Marketing:
Collaborating with influencers on social media can amplify a brand's message and reach a
wider, engaged audience.
14. User-Generated Content:
Social media platforms encourage user-generated content, where satisfied customers share
their experiences and reviews. This authentic content can be highly influential in building
trust.
15. Trends and Insights:

Social media platforms provide insights into consumer preferences, opinions, and trends.
This information can inform product development and marketing strategies.
16. Community Building:
Brands can create and nurture online communities around their products or services, fostering
brand loyalty and advocacy.
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17. Adaptability:
Social media advertising allows for quick adjustments to campaigns based on real-time
feedback, ensuring that strategies remain effective in a constantly evolving digital landscape.
Impacts of social media advertising
Social media advertising has a significant impact on various aspects of business, marketing,
and society. Here are some of the key impacts of social media advertising:
1. Brand Awareness:
Social media advertising is a powerful tool for increasing brand visibility and recognition.
Businesses can reach a vast audience and ensure their brand remains top-of-mind among
consumers.
2. Targeted Marketing:
Social media platforms offer precise targeting options, allowing advertisers to reach specific
demographics, interests, behaviors, and geographic locations. This precision increases the
likelihood of engaging the right audience.
3. Customer Engagement:
Social media enables real-time interaction between businesses and customers. Users can like,
comment, share, and provide feedback on ads, fostering engagement and trust.
4. Lead Generation:
Social media ads can be designed to capture leads, such as email addresses or contact
information, which businesses can use for future marketing efforts.
5. Sales and Conversions:
Social media advertising can directly drive sales and conversions by encouraging users to
make purchases or take specific actions (e.g., sign up for a newsletter, download an app, or
make a reservation).
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6. Customer Loyalty:
Effective social media advertising can foster customer loyalty by providing value,
personalized content, and an avenue for ongoing communication with consumers.
7. Market Research:
Social media platforms provide insights into consumer preferences, opinions, and trends.
Advertisers can gather valuable market research data to inform product development and
marketing strategies.
Companies that embrace social media advertising often have a competitive edge. They can
adapt quickly to changing consumer behaviors and trends, staying ahead of competitors.
9. E-commerce Growth:
Social media platforms increasingly offer shopping features, allowing users to make
purchases directly within the platform. This has contributed to the growth of e-commerce.
Collaborating with influencers on social media can amplify a brand's message and reach a
wider, engaged audience.
Social media encourages user-generated content, where satisfied customers share their
experiences and reviews. This authentic content can be highly influential in building trust.
12. Customer Service and Support:
Brands can use social media platforms as customer service channels, addressing inquiries,
resolving issues, and providing support promptly and publicly, which can enhance customer
satisfaction.
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13. Crisis Management:
Social media can be a critical tool for managing and mitigating crises or negative publicity,
allowing brands to respond quickly and transparently to address concerns.
Social media advertising provides clear, measurable results. Advertisers can track key
performance indicators (KPIs) such as click-through rates, impressions, conversions, and
ROI, allowing for data-driven decision-making.
15. Global Reach:
Social media allows businesses to expand their reach globally without the need for physical
locations. This is particularly beneficial for e-commerce companies and those targeting
international markets.
Brands can create and nurture online communities around their products or services, fostering
brand loyalty and advocacy.
17. Political and Social Influence:
Social media advertising has played a significant role in political campaigns, advocacy, and
social movements by helping spread messages and mobilize supporters.
18. Environmental and Social Responsibility:
Companies can use social media advertising to highlight their commitment to social and
environmental causes, demonstrating corporate responsibility.
Benefits of social media advertising
Social media advertising offers numerous benefits to businesses and marketers, making it an
essential component of modern digital marketing strategies. Here are some of the key
advantages:
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1. Widespread Audience Reach:
Social media platforms have billions of active users worldwide. Advertising on these
platforms allows businesses to reach a vast and diverse audience, including potential
customers, across the globe.
2. Precise Targeting:
Social media advertising provides robust targeting options. Advertisers can specify
demographics, interests, behaviors, geographic locations, and more to ensure their ads are
seen by the most relevant audience. This precision maximizes the efficiency of ad spend.
3. Cost-Effective:
Compared to traditional advertising methods like TV or print, social media advertising can
be cost-effective, especially for small businesses. Advertisers can set budgets, control
spending, and adjust campaigns to suit their financial constraints.
Social media advertising offers detailed analytics and reporting tools. Advertisers can track
key performance indicators (KPIs) such as click-through rates (CTR), conversion rates,
engagement metrics, and return on investment (ROI). This data-driven approach enables
optimization and informed decision-making.
5. Real-Time Engagement:
Social media ads encourage real-time engagement between businesses and their audience.
Users can like, comment, share, and click on ads, fostering interaction, feedback, and
relationship-building.
6. Customization: Advertisers can create highly customized ad campaigns tailored to their

specific objectives, whether it's brand awareness, lead generation, website traffic, or sales.
Ad formats, messaging, visuals, and targeting can be adapted to suit different goals.
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7. Visual Content:
Visual content, including images and videos, is highly effective in social media advertising.
Visuals are more engaging and shareable, making it easier for ads to capture users' attention
and convey messages.
8. Mobile Optimization:
Many social media users access platforms via mobile devices. Social media advertising is
designed to be mobile-friendly, ensuring that ads display properly on smartphones and
tablets.
Social media advertising can be used to build and nurture online communities around brands
or products. This fosters brand loyalty and advocacy among engaged users.
10. Global Reach:
Social media advertising provides access to a global audience without geographical

constraints. This is particularly advantageous for businesses looking to expand
internationally.
11. Influencer Collaboration:
Collaborating with influencers is a common strategy in social media advertising. Influencers

can authentically promote products or services to their dedicated followers, leveraging their
credibility and reach.
12. Remarketing and Retargeting:
Social media platforms allow advertisers to target users who have previously interacted with
their website or ads. This helps re-engage potential customers who may not have completed
a desired action.
13. A/B Testing:
Advertisers can conduct A/B tests to compare different ad variations (e.g., headlines, visuals,
calls to action) and determine which performs better. This optimization technique helps
improve ad effectiveness.
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14. Transparency:
Social media advertising platforms provide transparency in terms of ad performance,

spending, and audience insights. This transparency is essential for evaluating ROI and
making informed decisions.
15. Content Variety:
Advertisers can use various ad formats, including image ads, video ads, carousel ads, story
ads, and more. This diversity allows for creative and engaging campaigns.
Social media advertising provides a platform for businesses to communicate their

commitment to social and environmental causes, demonstrating corporate responsibility.
In times of crisis or negative publicity, social media advertising can be a critical tool for
addressing concerns, providing updates, and managing public perception.
18. Data Privacy Compliance:
Adherence to data privacy regulations, such as GDPR and CCPA, is a characteristic of social
media advertising. Advertisers must respect user privacy and obtain necessary consents for
data usage.
Causes of social media advertising
Social media advertising can be driven by a variety of factors and motivations, each tailored
to the specific goals and objectives of businesses and advertisers. Here are some common
causes or reasons why businesses engage in social media advertising:
1. Increased Brand Awareness:
One of the primary goals of social media advertising is to raise brand awareness and visibility.
By reaching a large and diverse audience on social media platforms, businesses can ensure
their brand remains top-of-mind among consumers.
Page | 24
2. Audience Engagement:
Social media advertising encourages user engagement through likes, comments, shares, and
clicks. Engaging with the audience builds relationships, fosters loyalty, and keeps consumers
connected to the brand.
3. Lead Generation:
Businesses often use social media ads to capture leads, such as email addresses or contact
information. These leads can be used for email marketing, sales, and other marketing efforts.
4. Driving Sales and Conversions:
Many businesses use social media advertising to directly drive sales and conversions. They
can create ads that encourage users to make purchases, sign up for services, or take specific
actions on their websites.
5. Customer Loyalty and Retention:
Social media advertising can be employed to nurture existing customer relationships,

encouraging repeat purchases and brand loyalty.
6. Market Research:
Social media platforms provide valuable insights into consumer preferences, opinions, and
behaviors. Advertisers can use these insights for market research and product development.
Staying active in social media advertising helps businesses remain competitive in their
industries. It allows them to adapt quickly to changing consumer behaviors and trends.
8. E-commerce Growth:
Social media platforms increasingly offer shopping features, allowing users to make
purchases directly within the platform. This has contributed to the growth of e-commerce.
Page | 25
Collaborating with influencers on social media is a popular strategy. Influencers can promote
products or services to their dedicated followers, leveraging their credibility and reach.
Social media encourages user-generated content, where satisfied customers share their
experiences and reviews. This authentic content can be highly influential in building trust.
11. Customer Service and Support:
Brands can use social media platforms as customer service channels, addressing inquiries,
resolving issues, and providing support promptly and publicly.
Social media advertising can be a crucial tool for managing and mitigating crises or negative
publicity. Brands can use paid advertising to address concerns and provide updates.
Social media advertising provides detailed analytics and insights. Advertisers can track key
performance indicators (KPIs) such as click-through rates, conversions, and ROI, allowing
for data-driven decision-making.
14. Global Reach:
Social media advertising allows businesses to expand their reach globally without the need
for physical locations. This is particularly beneficial for e-commerce companies and those
targeting international markets.
Companies can use social media advertising to highlight their commitment to social and
environmental causes, demonstrating corporate responsibility.
Page | 26
16. Political and Social Influence:
Social media advertising has played a significant role in political campaigns, advocacy, and
social movements by helping spread messages and mobilize supporters.
17. Product Launches and Promotions:
Businesses use social media advertising to announce new products, services, or promotions
to a wide and engaged audience.
18. Adapting to Changing Consumer Behavior:
As more consumers spend time on social media platforms, advertisers follow suit to align
with consumer behavior and preferences.
Bad impacts of social media advertising
While social media advertising offers numerous benefits, it also has its share of potential
negative impacts and drawbacks. It's important to be aware of these issues to make informed
decisions when using social media advertising. Here are some of the negative impacts
associated with social media advertising:
1. Privacy Concerns: Social media platforms often collect user data to target ads effectively.
This can raise privacy concerns, with users feeling that their personal information is being
used without their consent.
2. Intrusiveness: Some users find social media ads intrusive, especially when they disrupt
their browsing experience. Pop-up ads, auto-play videos, and overly aggressive targeting can
be annoying.
3. Ad Fatigue: Overexposure to the same ads can lead to ad fatigue. Users may become
desensitized to ads or actively ignore them, reducing their effectiveness.
4. Misleading or Deceptive Ads: Not all advertisers are ethical, and some create misleading
or deceptive ads that can harm consumers. Users may be enticed by false claims or promises,
leading to disappointment or financial loss.
5. Negative Social Impact: Social media platforms can amplify negative social issues when
controversial or harmful ads go viral. This can include ads promoting hate speech,
misinformation, or harmful products.
Page | 27
6. Dependency on Algorithms: social media advertising heavily relies on algorithms to
target ads. This can create filter bubbles, where users are only exposed to content and ads
that reinforce their existing beliefs and opinions.
7. Mental Health Concerns: Excessive exposure to social media ads and content can
contribute to mental health issues such as anxiety, depression, and low self-esteem. The
"compare and despair" phenomenon can occur when users constantly compare their lives to
idealized portrayals in ads and social media posts.
8. Clickbait and Sensationalism: Some social media ads and content use clickbait tactics
and sensationalism to attract clicks and engagement. This can lead to the spread of sensational
and inaccurate information.
9. Addiction and Time Wasting: Social media platforms are designed to be addictive,
encouraging users to spend more time scrolling. Excessive use can lead to time wasting and
decreased productivity.
10. Data Breaches and Security Risks: The collection and storage of user data on social
media platforms can make users vulnerable to data breaches and security risks. If platforms
are compromised, user data may be exposed.
11. Environmental Impact: The massive data storage and processing required for social
media advertising contribute to the environmental impact of data centers, including energy
consumption and carbon emissions.
12. Over-commercialization: Some users feel that social media has become overly
commercialized, with an abundance of ads and sponsored content detracting from the original
purpose of social interaction.
13. Economic Disparities: Businesses with larger advertising budgets can dominate social
media advertising, potentially crowding out smaller competitors. This can contribute to
economic disparities in the marketplace.
Advantages in social media advertising
Social media advertising offers numerous advantages for businesses and marketers, making
it a powerful and essential tool in today's digital marketing landscape. Here are some of the
key advantages of social media advertising:
Page | 28
1. Widespread Audience Reach: Social media platforms have billions of active users
worldwide, providing access to a vast and diverse audience. This level of reach is
unparalleled in traditional advertising.
2. Precise Targeting: Social media advertising allows for precise audience targeting based
on demographics, interests, behaviors, geographic locations, and more. This precision
ensures that ads are seen by the most relevant audience, increasing their effectiveness.
3. Cost-Effective: Compared to traditional advertising methods like TV or print, social media

advertising can be cost-effective, especially for small businesses. Advertisers can set budgets,
control spending, and optimize campaigns to maximize ROI.
4. Measurable Results: Social media advertising provides detailed analytics and reporting
tools. Advertisers can track key performance indicators (KPIs) such as click-through rates
(CTR), conversions, engagement metrics, and ROI. This data-driven approach allows for
informed decision-making and campaign optimization.
5. Real-Time Engagement: Social media ads encourage real-time interaction between

businesses and their audience. Users can like, comment, share, and click on ads, fostering
engagement, feedback, and relationship-building.
6. Customization: Advertisers can create highly customized ad campaigns tailored to

specific objectives, whether it's brand awareness, lead generation, website traffic, or sales.
Ad formats, messaging, visuals, and targeting can be adapted to suit different goals.
7. Visual Content: Visual content, including images and videos, is highly effective in social
media advertising. Visuals are more engaging and shareable, making it easier for ads to
capture users' attention and convey messages.
8. Mobile Optimization: Many social media users access platforms via mobile devices.
Social media advertising is designed to be mobile-friendly, ensuring that ads display properly
on smartphones and tablets.
9. Community Building: Social media advertising can be used to build and nurture online
communities around brands or products. This fosters brand loyalty and advocacy among
engaged users.
Page | 29
10. Global Reach: Social media advertising provides access to a global audience without
geographical constraints. This is particularly advantageous for businesses looking to expand
internationally.
11. Influencer Collaboration: Collaborating with influencers on social media is a popular

strategy. Influencers can authentically promote products or services to their dedicated
followers, leveraging their credibility and reach.
12. Remarketing and Retargeting: Social media platforms allow advertisers to target users
who have previously interacted with their website or ads. This helps re-engage potential
customers who may not have completed a desired action.
13. A/B Testing: Advertisers can conduct A/B tests to compare different ad variations (e.g.,
headlines, visuals, calls to action) and determine which performs better. This optimization
technique helps improve ad effectiveness.
14. Transparency: Social media advertising platforms provide transparency in terms of ad

performance, spending, and audience insights. This transparency is essential for evaluating
ROI and making informed decisions.
15. Content Variety: Advertisers can use various ad formats, including image ads, video ads,
carousel ads, story ads, and more. This diversity allows for creative and engaging campaigns.
16. Environmental and Social Responsibility: Companies can use social media advertising
to highlight their commitment to social and environmental causes, demonstrating corporate
responsibility.
Disadvantages of social media advertising
Social media advertising, while powerful, also comes with its fair share of disadvantages and
challenges. It's essential for businesses and marketers to be aware of these potential
drawbacks to make informed decisions when using social media advertising. Here are some
common disadvantages:
1. Ad Blocking:
Many users employ ad blockers to remove or hide ads from their social media feeds. This
can significantly reduce the reach and impact of social media advertising.
Page | 30
2. Banner Blindness:
Users are often conditioned to ignore or scroll past ads, especially when they appear in
traditional banner or display ad formats. This phenomenon, known as "banner blindness,"
can reduce ad effectiveness.
3. Intrusiveness:
Some users find social media ads intrusive, especially when they disrupt their browsing
experience. Pop-up ads, auto-play videos, and overly aggressive targeting can be annoying.
4. Ad Fatigue:
Overexposure to the same ads can lead to ad fatigue. Users may become desensitized to ads
or actively ignore them, reducing their effectiveness.
5. Misleading or Deceptive Ads:
Not all advertisers are ethical, and some create misleading or deceptive ads that can harm
consumers. Users may be enticed by false claims or promises, leading to disappointment or
financial loss.
6. Negative Social Impact:
Social media platforms can amplify negative social issues when controversial or harmful ads
go viral. This can include ads promoting hate speech, misinformation, or harmful products.
7. Dependency on Algorithms:
Social media advertising heavily relies on algorithms to target ads. This can create filter
bubbles, where users are only exposed to content and ads that reinforce their existing beliefs
and opinions.
8. Privacy Concerns:
The collection and use of user data for ad targeting can raise privacy concerns. Users may
feel that their personal information is being used without their consent.
Page | 31
9. Mental Health Concerns:
Excessive exposure to social media ads and content can contribute to mental health issues
such as anxiety, depression, and low self-esteem. The "compare and despair" phenomenon
can occur when users constantly compare their lives to idealized portrayals in ads and social
media posts.
10. Clickbait and Sensationalism:
Some social media ads and content use clickbait tactics and sensationalism to attract clicks
and engagement. This can lead to the spread of sensational and inaccurate information.
11. Addiction and Time Wasting:
Social media platforms are designed to be addictive, encouraging users to spend more time
scrolling. Excessive use can lead to time wasting and decreased productivity.
12. Data Breaches and Security Risks:
The collection and storage of user data on social media platforms can make users vulnerable
to data breaches and security risks. If platforms are compromised, user data may be exposed.
13. Environmental Impact:
The massive data storage and processing required for social media advertising contribute to
the environmental impact of data centers, including energy consumption and carbon
emissions.
14. Over-commercialization:
Some users feel that social media has become overly commercialized, with an abundance of
ads and sponsored content detracting from the original purpose of social interaction.
Page | 32
"Revolutionize Your Digital Marketing Strategy with the Top 7 Online Advertising
Platforms of 2024:
YouTube, LLC
Logo used since 2017
Type of business Subsidiary
Type of site Online video platform
Founded February 14, 2005; 18 years ago,
Headquarters 901 Cherry Avenue

San Bruno, California,
United States
Owner Google LLC
• Steve Chen, Chad Hurley, Jawed

Founder(s)
Karim
Key people • Neal Mohan (CEO)

• Chad Hurley (advisor)
Industry • Internet
• Video hosting service
Revenue US$28.8 billion (2021)[1]
Page | 33
Parent Google LLC (2006–present)
URL youtube.com
(see list of localized domain names)
Advertising Google AdSense
YouTube is an online video sharing and social media platform headquartered in San Bruno,
California, United States. Accessible worldwide, it was launched on February 14, 2005,
by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google and is the second
most visited website in the world, after Google Search. YouTube has more than 2.5 billion
monthly users, who collectively watch more than one billion hours of videos every day. As
of May 2019, videos were being uploaded to the platform at a rate of more than 500 hours
of content per minute.
In October 2006, YouTube was bought by Google for $1.65 billion. Google's ownership of
YouTube expanded the site's business model, expanding from generating revenue
from advertisements alone to offering paid content such as movies and exclusive content
produced by YouTube. It also offers YouTube Premium, a paid subscription option for
watching content without ads. YouTube also approved creators to participate in Google's
AdSense program, which seeks to generate more revenue for both parties. In 2021,
YouTube's annual advertising revenue increased to $28.8 billion, an increase in revenue of 9
billion from the previous year. YouTube reported revenue of $29.2 billion in 2022.
Since its purchase by Google, YouTube has expanded beyond the core website into mobile
apps, network television, and the ability to link with other platforms. Video categories on
YouTube include music videos, video clips, news, short films, feature
films, songs, documentaries, movie trailers, teasers, live streams, vlogs, and more. Most
content is generated by individuals, including collaborations between YouTubers and
corporate sponsors. Established media corporations such
as Disney, Paramount, NBCUniversal, and Warner Bros. Discovery have also created and
expanded their corporate YouTube channels to advertise to a greater audience.
Page | 34
YouTube has had unprecedented social impact, influencing popular culture, internet trends,
and creating multimillionaire celebrities. Despite its growth and success, it has been widely
criticized for allegedly facilitating the spread of misinformation and the sharing
of copyrighted content, routinely violating its users' privacy, enabling censorship, and
endangering child safety and wellbeing, and for its inconsistent or incorrect implementation
of platform guidelines.
Social impact
Main article: Social impact of YouTube
Private individuals and large production corporations have used YouTube to grow their
audiences. Indie creators have built grassroots followings numbering in the thousands at very
little cost or effort, while mass retail and radio promotion proved
problematic. Concurrently, old media celebrities moved into the website at the invitation of
a YouTube management that witnessed early content creators accruing substantial followings
and perceived audience sizes potentially larger than that attainable by television. While
YouTube's revenue-sharing "Partner Program" made it possible to earn a substantial living
as a video producer—its top five hundred partners each earning more than $100,000
annually and its ten highest-earning channels grossing from $2.5 million to $12 million—in
2012 CMU business editor characterized YouTube as "a free-to-use ... promotional platform
for the music labels." In 2013 Forbes' Katheryn Thayer asserted that digital-era artists' work
must not only be of high quality, but must elicit reactions on the YouTube platform and social
media. Videos of the 2.5% of artists categorized as "mega", "mainstream" and "mid-sized"
received 90.3% of the relevant views on YouTube and Vevo in that year. By early
2013, Billboard had announced that it was factoring YouTube streaming data into calculation
of the Billboard Hot 100 and related genre charts.
Page | 35
WhatsApp
Original author(s) Brian Acton, Jan Koum
Developer(s) Meta Platforms, Will Cathcart (Head of

WhatsApp)
Initial release January 2009; 14 years ago
Written in Erlang
Operating system Android, iOS, Kairos, macOS, Windows (The

latter two require one-time verification from
the mobile app client.)
Size 183.7 MB (iOS)

78.6 MB (Android)
Available in 40 (iOS) and 60 (Android) languages
Type Instant messaging, VoIP
License Proprietary software with EULA

"European Region"
"others"
Website api.whatsapp.com
Page | 36
WhatsApp (officially WhatsApp Messenger)isa freeware, cross platform, centralized instant
messaging (IM) and voice-over-IP (VoIP) service owned by United States tech
conglomerate Meta Platforms. It allows users to send text, voice messages and video
messages, make voice and video calls, and share images, documents, user locations, and other
content. WhatsApp's client application runs on mobile devices, and can be accessed from
computers. The service requires a cellular mobile telephone number to sign up. In January
2018, WhatsApp released a standalone business app called WhatsApp Business which can
communicate with the standard WhatsApp client.
The service was created by WhatsApp Inc. of Mountain View, California, which was
acquired by Facebook in February 2014 for approximately US$19.3 billion. It became the
world's most popular messaging application by 2015, and had more than 2 billion users
worldwide by February 2020. By 2016, it had become the primary means of Internet
communication in regions including Latin America, the Indian subcontinent, and large parts
of Europe and Africa.
Page | 37
Instagram
• Kevin Systrom
Original author(s)
• Mike Krieger
Developer(s) Meta Platforms
Initial release October 6, 2010; 13 years ago,
Operating system
• iOS
• Android
• Fire OS
• Microsoft Windows
Size 231.3 MB (iOS)

50.22 MB (Android)
50.3 MB (Fire OS)
Available in 32 languages
License Proprietary
software with Terms of Use
Website instagram.com
Page | 38
Instagram, LLC is a photo and video sharing social networking service owned by
American company Meta Platforms. The app allows users to upload media that can be edited
with filters, be organized by hashtags, and be associated with a location — via geographical
tagging. Posts can be shared publicly or with preapproved followers. Users can browse other
users' content by tags and locations, view trending content, like photos, and follow other
users to add their content to a personal feed.
Instagram was originally distinguished by allowing content to be framed only in a square

(1:1) aspect ratio of 640 pixels to match the display width of the iPhone at the time. In 2015,
this restriction was eased with an increase to 1080 pixels. It also added messaging features,
the ability to include multiple images or videos in a single post, and a Stories feature—similar
to its main competitor Snapchat—which allowed users to post their content to a sequential
feed, with each post accessible to others for 24 hours. As of January 2019, Stories is used by
500 million people daily.
Advertising
Emily White joined Instagram as Director of Business Operations in April 2013. She stated
in an interview with The Wall Street Journal in September 2013 that the company should be
ready to begin selling advertising by September 2014 as a way to generate business from a
popular entity that had not yet created profit for its parent company. White left Instagram in
December 2013 to join Snapchat. In August 2014, James Quarles became Instagram's Global
Head of Business and Brand Development, tasked with overseeing advertisement, sales
efforts, and developing new "monetization products", according to a spokesperson.
In October 2013, Instagram announced that video and image ads would soon appear in feeds
for users in the United States, with the first image advertisements displaying on November
1, 2013. Video ads followed nearly a year later on October 30, 2014. In June 2014, Instagram
announced the rollout of ads in the United Kingdom, Canada and Australia, with ads starting
to roll out that autumn.
In March 2015, Instagram announced it would implement "carousel ads," allowing

advertisers to display multiple images with options for linking to additional content. The
company launched carousel image ads in October 2015, and video carousel ads in March
2016.
Page | 39
In February 2016, Instagram announced that it had 200,000 advertisers on the platform. This
number increased to 500,000 by September 2016, and 1 million in March 2017.
In May 2016, Instagram launched new tools for business accounts, including business
profiles, analytics and the ability to promote posts as ads. To access the tools, businesses had
to link a corresponding Facebook page. The new analytics page, known as Instagram
Insights, allowed business accounts to view top posts, reach, impressions, engagement and
demographic data. Insights rolled out first in the United States, Australia, and New Zealand,
and expanded to the rest of the world later in 2016.
In November 2018, Instagram added the ability for business accounts to add product links
directing users to a purchase page or to save them to a "shopping list." In April 2019,
Instagram added the option to "Checkout on Instagram," which allows merchants to sell
products directly through the Instagram app.
In June 2021, Instagram launched a native affiliate marketing tool creators can use to earn
commissions based on sales. Commission-enabled posts are labeled "Eligible for
Commission" on the user side to identify them as affiliate posts. Launch partners included
Sephora, MAC, and Kopari.
Page | 40
Telegram Messenger
Developer(s) Telegram FZ LLC

Telegram Messenger Inc.
Initial release 14 August 2013; 10 years ago,
github.com/telegram desktop/ desktop

Repository •
Written in Desktop: C++, C, Java, Python
Android: Java
iOS: Swift
Platform Android, iOS, Windows, macOS, Linux, Web

platform
Available in 66 (officially 12) languages
List of languages
Chinese (Beta), English, Russian, Persian, Turkish, Italian,

Arabic, Ukrainian, Kazakh, Uzbek, Portuguese, Spanish,
German, Dutch, French, Japanese (Beta), Korean,
Indonesian, Malay, Belarusian, Catalan, Polish, Finnish
Type Instant messaging
Page | 41
License GNU GPLv3 only with OpenSSL linking
exception (clients), proprietary (server)
Website telegram.org
Telegram Messenger is a globally accessible freemium, cloud-based and centralized instant

messaging (IM) service. The application also provides optional end-to-end encrypted chats
(popularly known as "secret chats") and video calling, VoIP, file sharing and several other
features. Telegram was first launched for iOS on 14 August 2013 and Android on 20 October
2013.
The servers of Telegram are distributed worldwide with five data centers in different parts of
the world to decrease data load, while the operational center is based in Dubai, United Arab
Emirates. Various client apps are available for smart TV, desktop and mobile platforms
including official apps for Android, iOS, Windows, macOS, and Linux (although
registration requires an iOS or Android device and a working phone number). There are also
two official Telegram web twin apps, Web A and Web K, and numerous unofficial clients
that make use of Telegram's protocol.
Usage numbers
In October 2013, Telegram announced that it had 100,000 daily active users.
On 24 March 2014, Telegram announced that it had reached 35 million monthly users and
15 million daily active users. In October 2014, South Korean government surveillance plans
drove many of its citizens to switch to Telegram from the Korean app Kakao Talk. In
December 2014, Telegram announced that it had 50 million active users, generating 1 billion
daily messages, and that it had 1 million new users signing up on its service every
week, traffic doubled in five months with 2 billion daily messages. In September 2015,
Telegram announced that the app had 60 million active users and delivered 12 billion daily
messages.
In February 2016, Telegram announced that it had 100 million monthly active users, with
350,000 new users signing up every day, delivering 15 billion messages daily. In December
Page | 42
2017, Telegram reached 180 million monthly active users. By March 2018, that number had
doubled, with Telegram reaching 200 million monthly active users.
On 14 March 2019, Pavel Durov claimed that "3 million new users signed up for Telegram
within the last 24 hours." Durov did not specify what prompted this flood of new sign-ups,
but the period matched a prolonged technical outage experienced by Facebook and its family
of apps, including Instagram. According to the U.S. Securities and Exchange Commission,
as of October 2019, Telegram had 300 million monthly active users worldwide.
On 24 April 2020, Telegram announced that it had reached 400 million monthly active users.
As of July 2023, Telegram has more than 800 million monthly active users.
Advertising and paid features
Telegram has stated that the company will never serve advertisements in private chats. In late
2020, Durov announced that the company was working on its own ad platform, and will
integrate non-targeted ads in public one-to-many channels, that already sell and display ads
in the form of regular messages. Ads began to appear in channels with more than 1000
followers in October 2021.
In late 2020, Durov announced that Telegram will consider adding paid features aimed at
enterprise clients. According to him, these features will require more bandwidth and the
added cost will be covered by the feature prices, in addition to covering some of the costs
incurred by regular users.
Telegram Premium was launched on 19 June 2022 with regional pricing. The optional paid
subscription gives users a doubled file upload limit from 2 GB to 4 GB, faster download
speeds, numerous increases in other limits such as the number of pinned chats and folders,
access to extra stickers and reactions and some exclusive features such as restricting people's
ability to call the user, instant chat translation and voice message transcription. Accounts that
purchase a Premium subscription are marked with a star next to the user's name by default,
which can be changed to several preset emoji statuses or any custom emoji.
Page | 43
Snapchat
• Reggie Brown
Original author(s)
• Bobby Murphy
• Evan Spiegel
Developer(s) Snap Inc.
Initial release September 2011; 12 years ago,
Android 12.27.0.8 / 29 March 2023; 6 months ago,
iOS 12.27.0.37 / 28 March 2023; 6 months ago,
Operating system Android 5.0 or later

iOS 12 or later
Size 64 MB (Android)
258 MB (iOS)
Available in 37 languages
List of languages
English, Arabic, Bengali, Danish, Dutch, Filipino, Finnish,

French, German, Greek, Gujarati, Hindi, Indonesian, Italian,
Japanese, Kannada, Korean, Malay, Malayalam, Marathi,
Norwegian, Polish, Portuguese, Punjabi, Romanian, Russian,
Simplified Chinese, Spanish, Swedish, Tamil, Telugu, Thai,
Traditional Chinese, Turkish, Urdu, Vietnamese
Page | 44
Type • Photo sharing
• instant messaging
• video chat
• multimedia
License Proprietary software
Website www.snapchat.com
Snapchat is an American multimedia instant messaging app and service developed by Snap
Inc., originally Snapchat Inc. One of the principal features of Snapchat is that pictures and
messages are usually only available for a short time before they become inaccessible to their
recipients. The app has evolved from originally focusing on person-to-person photo sharing
to presently featuring users' "Stories" of 24 hours of chronological content, along with
"Discover", letting brands show ad-supported short-form content. It also allows users to store
photos in a password-protected area called "my eyes only". It has also reportedly
incorporated limited use of end-to-end encryption, with plans to broaden its use in the future.
Snapchat was created by Evan Spiegel, Bobby Murphy, and Reggie Brown, former students
at Stanford University. It is known for representing a mobile-first direction for social media,
and places significant emphasis on users interacting with virtual stickers and augmented
reality objects. In July 2021, Snapchat had 293 million daily active users, a 23% growth over
a year. On average more than four billion Snaps are sent each day. Snapchat is popular among
the younger generations, particularly those below the age of 16, leading to many privacy
concerns for parents.
Features
Core functionality
Snapchat is primarily used for creating multimedia messages referred to as "snaps"; snaps
can consist of a photo or a short video, and can be edited to include filters and effects, text
captions, and drawings. Snaps can be directed privately to selected contacts, or to a semi-
public "Story" or a public "Story" called "Our Story". The ability to send video snaps was
added as a feature option in December 2012. By holding down on the photo button while
inside the app, a video of up to ten seconds in length can be captured. Spiegel explained that
Page | 45
this process allowed the video data to be compressed into the size of a photo. A later update
allowed the ability to record up to 60 seconds, but are still segmented into 10 second intervals.
After a single viewing, the video disappears by default. On May 1, 2014, the ability to
communicate via video chat was added. Direct messaging features were also included in the
update, allowing users to send ephemeral text messages to friends and family while saving
any needed information by clicking on it. According to CIO, Snapchat uses real-time
marketing concepts and temporality to make the app appealing to users. According to
Marketing Pro, Snapchat attracts interest and potential customers by combining the AIDA
(marketing) model with modern digital technology.
Private message photo snaps can be viewed for a user-specified length of time (1 to 10
seconds as determined by the sender) before they become inaccessible. Users were previously
required to hold down on the screen in order to view a snap; this behavior was removed in
July 2015 The requirement to hold on the screen was intended to frustrate the ability to
take screenshots of snaps; the Snapchat app does not prevent screenshots from being taken
but can notify the sender if it detects that it has been saved. However, these notifications can
be bypassed through either unauthorized modification to the app or by obtaining the image
through external means. One snap per day can be replayed for free. In September 2015,
Snapchat introduced the option to purchase additional replays through in-app purchases. The
ability to purchase extra replays was removed in April 2016.
Friends can be added via usernames and phone contacts, using customizable "Snap codes",
or through the "Add Nearby" function, which scans for users near their location who are also
in the Add Nearby menu. Spiegel explained that Snapchat is intended to counteract the trend
of users being compelled to manage an idealized online identity of themselves, which he says
has "taken all of the fun out of communicating."
Filters, lenses, and stickers
Snaps can be personalized with various forms of visual effects and stickers. Refilters are
graphical overlays available if the user is within a certain geographical location, such as a
city, event, or destination. Users can design and create their own refilters for personal events
at a fee of $10–15 USD per hour. They can also subscribe to an annual plan which ranges
from $1,000 to $10,000 depending on the location, for a permanent filter. A similar feature
known as Goatsucker’s was launched in 10 major cities in 2016. Bamji are stickers featuring
Page | 46
personalized cartoon avatars, which can be used in snaps and messaging. bit Moji characters
can also be used as World Lenses.
The "Lens" feature, introduced in September 2015, allows users to add real-time effects into
their snaps by using face detection technology. This is activated by long-pressing on a face
within the viewfinder. In April 2017, Snapchat extended this feature into "World Lenses",
which use augmented reality technology to integrate 3D rendered elements (such as objects
and animated characters) into scenes; these elements are placed and anchored in 3D space.
On October 26, 2018, at Twitch Con, Snap launched the Snap Camera desktop application
for macOS and Windows PCs, which enables use of Snapchat lenses in videotelephony and
live streaming services such as Skype, Twitch, YouTube, and Zoom. However, this was
discontinued in January 2023. Snapchat also launched integration with Twitch, including an
in-stream widget for Snap codes, the ability to offer lenses to stream viewers and as an
incentive to channel subscribers. Several video game-themed lenses were also launched at
this time, including ones themed around League of Legends, Overwatch, and Player
Unknown's Battlegrounds.
In August 2020, Snapchat collaborated with four Tik Tok influencers to launch Augmented
Reality (AR) lenses to create a more interactive experience with users. The lenses now
incorporate geo-locational mapping techniques to incorporate digital overlays onto real world
surfaces. These lenses track 18 joints across the body to identify body movements, and
generate effects around the body of the user. Advertising is now also utilizing AR lenses that
make users a part of the advert. Coca-Cola, Pepsi and Taco Bell are just a select few of the
brands now utilizing the tech on Snapchat. Consumers no longer scroll past these adverts,
but become a part of them with AR lenses.
In March 2022, Snapchat launched the ability to share YouTube videos as stickers. The
stickers function as clickable links that redirect users to a browser or the YouTube app.
Friend emojis
Friend emojis can be customized, however the default emojis are listed below. The snap
score, which states the number of snaps one has sent and received is recorded and is visible
to one's friends. If users tap their own score, it shows the ratio of sent and received snaps, the
number of snaps they have sent is on the right and the number of snaps they have received is
on the left, these numbers combined are their Snapchat score. There are multiple synonyms
Page | 47
for Snapchat score such as Snapchat points, Snap score, Snap points and Snap
Number. YouTube has a similar rewards system called "Perks".
Page | 48
Twitter
Logo used since July 2023
Type of site Social networking service
Available in Multilingual
Founded March 21, 2006; 17 years ago, in San

Francisco, California
Area served Worldwide, except blocking countries
• Odeo (2006)
Owner
• Obvious Corporation (2006–2007)
• Twitter, Inc. (2007–2023)
• X Corp. (2023–present)
Founder(s) • Jack Dorsey, Noah Glass, Biz Stone, Evan

Williams
Chairman Elon Musk
CEO Linda Yaccarino
URL • twitter.com
• x.com (redirects to twitter.com)
Page | 49
Registration Required
Users 550 million MAU (September 2023)
Twitter, rebranding to X since July 2023, is an online social media and social networking
service operated by the American company X Corp., the successor of Twitter, Inc. On
Twitter, registered users can post texts, images and videos. Users can post
(tweet), like, repost (or retweet), comment and quote posts, and direct message other
registered users. Users interact with Twitter through browser or mobile frontend software, or
programmatically via its application programming interfaces (APIs).
In October 2022, billionaire Elon Musk acquired Twitter for US$44 billion, gaining control
of the platform and becoming CEO. Since the acquisition, the platform has been criticized
for facilitating an increase in content containing hate speech. Linda Yaccarino succeeded
Musk as CEO on June 5, 2023, with Musk remaining as Chairman and CTO. In July 2023,
Musk announced that Twitter will be rebranded to X and that the bird logo will be phased
out.
In June 2022, Twitter announced a partnership with e-commerce giant Shopify, and its plans
to launch a sales channel app for U.S. Shopify merchants.
On August 23, 2022, the contents of a whistle blower complaint by former information
security head Peiter Zatko to the United States Congress were published. Zatko had been
fired by Twitter in January 2022. The complaint alleges that Twitter failed to disclose several
data breaches, had negligent security measures, violated United States securities regulations,
and broke the terms of a previous settlement with the Federal Trade Commission over the
safeguarding of user data. The report also claims that the Indian government forced Twitter
to hire one of its agents to gain direct access to user data.
PERCEPTION OF ADVERTISEMENT VALUEAND ITS EFFECT ON PURCHASE

INTENTIONS:
Social media is progressively finding a spot for itself on the whole parts of our lives.
Customers are appropriately more behaviorally and perceptually drew in with the significant
social media stages, like Facebook and YouTube. The media have encountered a huge change
over the past decade. Moreover, one out of each seven individuals on the world have a
Page | 50
Facebook profile and almost four out of five Internet users visit social media sites. Most of
the organizations worldwide have started pondering by how utilizing the platforms could help
in pulling and attracting the customers and building a productive promoting relationship with
all those customers. As advertisements are significant promoting tools to attract the
customers. As time passes by, new kinds of advertisements are being added to the old
promotion types. Social media is presently utilized by organizations like TV promotions,
YouTube ads etc.
As a variety of intelligent practices and systems have been created by organizations to

upgrade their brand as their promoting execution. Also, a lot of time and resources have been
projected over this zone to pull in more customers either in the terms of inclusion or in the
term of online customer relationship social media has additionally become a zone where
online advertisement is utilized. The advertising message utilized in ads is significant. On the
off chance that there is an issue with the promoting message, this will likewise influence the
adequacy of the advertising message negatively. With the huge number of Internet and social
media users developing around the world because it is fundamental for correspondence
managers to comprehend online consumer behavior. As advertising through online media
turns into the primary attraction for advertisers. Online advertising is considered to have its
own favorable circumstances contrasted with advertising in ordinary media.
Advertising value has been started for a long time, starting with research that analyzes how
an individual's attitude can change subsequent to being affected by the degree of interest and
selection of data uncovered so that the level of advertising value is controlled by some
dimensions and factors.
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The use technology has been growing more and more as time passes, many businesses are
opting for a way to introduce their business on social media platforms. Businesses owners
need to think on a different way to endorse their product. Online shopping has become a
popular way of shopping for consumers. This innovation for shopping not only brings a
great number and variety of merchandise to potential consumers, but also offers a numerous
business activities and huge market. So that we also want to discuss about the customers
engagement, Customer engagement monitors the relationship between a consumer and a
company. This can be done through various channels, varying from email, click-through-
rate, online reactions, feedback, re-purchasing and more. This relationship is important for
encouraging customer loyalty, increasing awareness and looking at customer satisfaction.
Customer engagement marketing isn’t an entirely new concept. But some do it better than
others. Social media is no longer known only as a media that facilitates its users to present
themselves on the internet but also as media to sell some products to consumers known as
an online shop. Because of the numerous advantages and benefits, more people say that
they prefer online shopping over conventional shopping these days Using social media was
difficult because people do not know if everyone like the post. Because not everyone will
agree but anyone can put comment or opinion on other post so that everyone needs to be
careful.
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CHAPTER-2
OBJECTIVES
Page | 53
OBJECTIVES OF THE STUDY
❖ Assess the level of awareness among the public regarding social media advertising.
❖ Identify the most recognized and frequently encountered social media platforms for
advertising.
❖ Investigate public attitudes towards social media advertising.
❖ Understand the factors influencing individuals' opinions on the effectiveness and
relevance of social media advertisements.
❖ Examine the influence of social media advertising on consumer behavior, including
purchasing decisions and brand loyalty.
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CHAPTER-2
LIMITATIONS
Page | 55
LIMITATIONS OF THE STUDY
There were a few limitations for this particular research paper regarding the subject
research and the researcher, some of them were:
❖ The study may be limited by the sampling method used, potentially leading to a bias
in the representation of certain demographic groups.
❖ Reliance on self-reported data introduces the possibility of response bias, as
participants may provide socially desirable answers or alter their responses based on
perceived expectations.
❖ Public perception of social media advertising is dynamic and subject to change over
time. The study's findings may be limited to the specific period during which data
was collected and may not accurately represent future or past perceptions.
❖ Cultural differences play a significant role in shaping attitudes towards advertising.
The study may not capture the diverse cultural nuances and variations in public
perception towards social media advertising, limiting its applicability across different
cultural contexts.
❖ Findings from the study may not be universally applicable due to regional, cultural,
or socioeconomic differences. The results may primarily reflect the characteristics of
the study sample and might not be generalizable to a broader population.
❖ Respondents may provide answers that align with societal norms or expectations
rather than expressing their genuine opinions. This social desirability bias could
impact the accuracy of the data collected.
❖ Public perception may be influenced by varying levels of technology access and
literacy. Individuals with limited access to or familiarity with social media platforms
may be underrepresented, affecting the comprehensiveness of the study's findings.
Page | 56
CHAPTER 3
METHODOLOGY
Page | 57
METHODOLOGY OF THE STUDY
In accordance with the topic of study, research was conducted for some definite purpose with
the help of a structured questionnaire & personal interview to gather primary information as
much as possible then the data is analyzed using most appropriate graphical research designs
tools for the analysis of collected data. A list of questions was prepared by me under the
guidance of my mentor.
Following were the steps in my study:
Questionnaire: Individual questionnaire was served to all the sample respondent to

determine the perception of customer of online retailers in Agartala.
Personal Interview: A face- to- face interview was carried out with the customer where they
were about how the perception of customer of online retailers, impact their purchase
decisions.
AREA COVERED:
For this survey I have covered the urban area at Agartala for collecting the information about
A study on public perception towards “social media advertising”.
PRIMARY DATA:
An instrument is used to collect the information from the prospective customers. Primary
data helps in making observation of customer’s behavior which helped me in identifying the
factors which helped them to choose.
SECONDARY DATA:
Secondary data refers to the information or facts already collected such data are collected
with the objective of understanding the past status of any variable or the data collection &
reported by some sources is accused & use for the objective of a study.
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Primary data: The primary data collected through questionnaire from Agartala. The
questionnaire was pre-designed it was administered.
Secondary data: Secondary data was collected through various publications & websites.
Sample Size: - A total of 100 questionnaires were distributed among the respondents in the
city of Agartala using convenience sampling techniques.
Percentage Analysis:
Percentage analysis is used for the analysis of primary data collection. Percentage is special
kind of ratios that express the relationship of one variable in comparison to another
percentage analysis formula.
Percentage = (No. of respondent/Total respondents) *100
The statistical information is presented in table, graph and diagram. The tables consist of
arrangement of statistical data in rows and columns whereas in graph and diagram the data
is presented through charts. A chart can be taken the shape of either diagram or graph.
Page | 59
CHAPTER-4
LITERATURE OF
REVIEW
Page | 60
LITERATURE REVIEW
Public perception of social media advertising plays a pivotal role in shaping the effectiveness
and impact of marketing strategies in the digital age. This literature review aims to provide a
comprehensive overview of studies examining the various dimensions of public perception
towards social media advertising.
Research suggests that public trust in social media platforms significantly influences their
perception of advertising content. Studies by Smith et al. (2018) and Johnson (2020) highlight
the importance of platform credibility in shaping users' attitudes towards ads, emphasizing
the need for transparent and authentic promotional content.
Personalized advertising on social media has garnered both positive and negative responses.
Chen and Wang (2019) argue that when done appropriately, personalized ads enhance user
experience and increase engagement. However, concerns about privacy invasion (Nguyen,
2017) underscore the delicate balance required to maintain positive perceptions.
The interactive nature of social media platforms allows for direct user engagement with
advertising content. Studies by Rogers and Smith (2016) and Liu et al. (2019) suggest that
interactive and entertaining ads positively influence public perception, fostering a sense of
connection and participation.
Ethical concerns surrounding social media advertising have been explored by scholars such
as Miller and Johnson (2018). Issues like deceptive practices, influencer marketing
transparency, and data usage raise ethical questions that directly impact public trust and
perception.
Public perception towards social media advertising is not universally positive. Studies by
Kim et al. (2020) and Davis (2018) highlight instances of consumer resistance, ad avoidance,
and negative attitudes resulting from ad saturation and perceived intrusiveness.
Understanding public perception towards social media advertising is crucial for marketers
aiming to create effective and well-received campaigns. This literature review consolidates
findings that underscore the multifaceted nature of public attitudes, emphasizing the
importance of transparency, relevance, and ethical considerations in shaping positive
perceptions in the dynamic landscape of social media advertising.
Page | 61
CHAPTER 5
DATA ANALYSIS &

INTERPRETATION
Page | 62
FIGURE 2:- GENDER DISTRIBUTION
26%
MALE
FEMALE
74%
INTERPRETATION: It has been observed that out of 100 respondents, 26% of them are
Female and 74% are male.
FIGURE 3:- AGE DISTRUBUTION

18%
7% 0
28%
47%
BELOW 20 YEARS
20-30 YEARS 30-40 YEARS
40-50 YEARS ABOVE 50 YEARS
INTERPRETATION: It has been observed that out of 100 respondents, 24% of them are in
the age group of 30-40 Years, 47% are in the age group of 20-30 Years, 7% are in the age
group of 40-50 Years, 18% are in the age group of Below 20 Years & rest 0% are in the group
of Above 50 Years category.
Page | 63
FIGURE 4:- MARTIAL STATUS
38%
62%
MARRIED UNMARRIED
INTERPRETATION: - It has been identified that out of 100 respondent 38% are married &
62% are unmarried.
FIGURE 5:- EDUCATIONAL LEVEL

40%
25% 25%
6%
4%
1OTH PASS 12TH PASS GRADUATE POST PROFESSIONAL

GRADUATE QUALIFACTION
INTERPRETATION: It has been identified that out of 100 respondent 4% of them are 10th
pass, 25% are in the level of 12th pass, 40% are in the level of Graduate, 25% are post graduate
& 6% are in the level of Professional.
Page | 64
FIGURE 6:-OCCUPATION STATUS
37%
40
35
30
25 21% 20%
18%
20
15
10 4%
INTERPRETATION: The above chart clearly shows that 4% are in the status of
Agriculture,37% are in the status of Business,21% are in the status ofEmployee,20% are in
the status of Professionals & Others are 0%.
Page | 65
F I G U R E 7 : - M O N T H LY I N C O M E
35
33%
30
25
20 20%
19%
15
11%
10 9%
8%
0
BELOW RS RS 10,000 - RS 20,000 - RS 30,000 - RS 40,000 - ABOVE
10,000 20,000 30,000 40,000 50,000 50,000
INTERPRETATION: It has been identified that out of 100 respondent 19% are in the group
of Below Rs10,000, 33% are in the group of Rs 10,000-20,000, 9% are in the group of Rs
20,000-30,000, 20% are Rs 30,000-40,000, 11% are in the group of Rs 40,000-50,000 & 8%
are Above 50,000 categories.
Page | 66
FIGURE 8:- NUMBER OF MEMBERS IN THE FAMILY
ABOVE 4 MEMBERS 32%
4 MEMBERS 31%
3 MEMBERS 26%
UP TO 2 MEMBERS 11%
0 5 10 15 20 25 30 35
INTERPRETATION: It has been observed that out of 100 respondents 32% are Above 4
members, 31% are in the family of 4 Members, 26% are 3 Members & 11% are in the family
of up to 2 members.
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FIGURE 9:- SOCIAL NETWORKING PROFILE
34% 0%
1%
64% INSTAGRAM
LINKEDIN
61% 3%
SNAPCHAT
43% YOUTUBE
FACEBOOK
87% TWITTER
OTHERS PLEASE SPECIFY
PINTEREST
INTERPRETATION: From the above graph, it can be interpreted that when respondents were
asked the SOCIAL NETWORKING PROFILE, 64% respondents have Instagram profile,
3% respondents have LinkedIn, 43% respondents have Snapchat, 87% respondents have
YouTube, 61% respondents have Facebook, 34% respondents have Twitter, 0% respondents
have Others please specify, 1% respondents have Pinterest.
Page | 68
FIGURE 10:- SOCIAL MEDIA THAT COMMUNICATES
WELL
34% 0%
1%
64%
61% 3%
43%
87%
INSTAGRAM LINKEDIN SNAPCHAT

YOUTUBE FACEBOOK TWITTER
OTHERS PLEASE SPECIFY PINTEREST
asked which of the social media communicates well, 64% respondents said that it is
Instagram, 3% respondents said that it is LinkedIn, 43% respondents said that it is Snapchat,
87% respondents said that it is YouTube, 61% respondents said that it is Facebook, 34%
respondents said that it is Twitter & 1% respondents said that it is Pinterest.
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FIGURE 11:- REASON FOR CHOOSING SOCIAL MEDIA
ADVERTISING
OTHERS PLEASE 0%
SPECIFY
JEWELLERIES & 20%
ACCESSORIES
COSMETIC & 13%
PERFUMES
HOME 17%
APPLIANCES
ELECTRONIC 31%
GADGETS
CLOTHES 19%
0 5 10 15 20 25 30 35
asked to the reason for choosing social media advertising, 19% respondents are said that it
was Clothes, 31% respondents are said that it was electronic gadgets, 17% respondents are
said that it was home appliances, 13% respondents are said that it was Cosmetics & perfumes,
20% respondents are said that it was Jewelries & accessories and Others please specify
respondents are said that it was 0%.
Page | 70
FIGURE 12:- PRODUCT INFORMATION
PREFER THROUGH SOCIAL MEDIA
ADVERTISEMENT
14%
86%
BRANDED NON-BRANDED
asked the product information, they prefer through social media advertisement 86%
respondents said that it was Branded & 14% respondents said that it was non-branded.
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FIGURE 13:- PRODUCT/SERVICE OFFERS BE LIKE
SOCIAL MEDIA ADVERTISEMENT
8%
0%
32%
60%
ATTRCTIVE ADVERTISEMENT BETTER PRICE

COMFORT OTHERS PLEASE SPECIFY
asked the product/service offers be like social media advertisement 8% respondents said that
it was Attractive advertisement, 60% respondents said that it was better price, 32%
respondents said that it was Comfort & 0% respondents said that it was Others please specify.
Page | 72
FIGURE 14:-FACTORS IN AN
ADVERTISEMENT WHICH WILL MAKE
YOU CHANGE YOUR BRAND-LOYALTY
7%
22% 8%
36%
27%
PROMOTIONAL STRATEGIES VIVID FEATURES

BENEFITS VALUE FOR MONEY
DISCOUNTS
asked the factors in an advertisement which will make them to change their brand-loyalty 7%
respondents said that it was Promotional strategies, 8% respondents said that it was Vivid
features, 36% respondents said that it was Benefits, 27% respondents said that it was Value
for money, 22% respondents said that it was Discounts.
Page | 73
FIGURE 15:-ADVERTISEMENTS ARE
INFORMATIVE OR ANNOYING
43%
57%
INFORMATIVE ANNOYING
asked the advertisements are informative or annoying 57% respondents said that it was
informative & 43% respondents said that it was Annoying.
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FIGURE 16:- CONTENTS OF THE ADVERTISEMENT
MAY BE UNSUITABLE FOR PEOPLE
35%
65%
YES NO
asked the contents of the advertisement may be unsuitable for people 35% respondents said
that it was No & 65% respondents said that it was Yes.
FIGURE 16:- IF YES, PLEASE SPECIFY
6% 0%
17% 26%
51%
IRRITATING FAKE UNSUITABLE UNSECURE OTHERS
asked if yes, please specify 26% respondents said that it was irritating, 51% respondents said
that it was Fake, 17% respondents said that it was Unsuitable, 6% respondents said that it
was Unsecure & 0% respondents said that it was Others.
Page | 75
FIGURE 17:-HOW USEFUL DO YOU THINK THAT
SOCIAL MEDIA ADVERTISEMENT HAS BEEN FOR
THE COMPANY
45 40% 41%
40
35
30
25
20
15 9%
7%
10 3%
5
0
VERY KIND OF NOT VERY USELESS DON’T KNOW
USEFUL USEFUL USEFUL
asked how useful do you think that social media advertisement has been for the company 7%
respondents said that it was Very useful, 40% respondents said that it was Kind of useful,
41% respondents said that it was Not very useful, 9% respondents said that it was Unless &
3% respondents said that it was Don’t Know.
Page | 76
FIGURE 18:- HOW OFTEN DO YOU SEEK
RECOMMENDATIONS FROM SOCIAL MEDIA BEFORE
MAKING A PURCHASE DECISION
14% 0%
43%
43%
FREQUENTLY OCCASIONALLY RARELY NEVER
asked how often do you seek recommendations from social media before making a purchase
decision 47% respondents said that it was Frequency, 47% respondents said that it was
Occasionally, 16% respondents said that it was Rarely & 0% respondents
said that it was Never.
Page | 77
FIG-19 (A): CUSTOMER AGREEMENT
STRONGLY STRONGLY
AGREE NEUTRAL DISAGREE
AGREE DISAGREE
I believe in social media advertisement of
companies that are concerned about their
customers 41 32 20 3 4
companies that can be overall trusted 26 45 21 5 3
I recommend to my friends and relatives
only those social media advertised com is
that are credible. 32 31 18 11 8
companies that I am satisfied with m
overall experience. 26 21 41 9 3
I was emotional attracted be the messages
SMA 32 30 20 10 8
The emotional aspect of SMA ads are
very attractive and leads me to like the
ads. 22 22 17 23 16
I had intense feeling after seeing the SMA
ads. 42 22 27 6 3
Information obtained from the (SMA)
would be useful. 70 15 6 5 4
I would learn a lot from using the SMA
ads. 27 28 19 17 9
I think the information obtained from the
SMA ads would be help fill. 19 35 28 10 8
The Social media advertisements are
unique. 37 30 21 0 12
really out of the ordinating 25 24 31 6 14
fascinating 23 35 9 12 21
surprising 23 39 32 0 6
* SMA: SOCIAL MEDIA ADVERTISING
Page | 78
FIG-19 (A):- CUSTOMER AGREEMENT
The Social media advertisements are surprising 23 39 32 06
The Social media advertisements are fascinating 23 35 9 12 21
The Social media advertisements are really out of the

25 24 31 6 14
ordinating
The Social media advertisements are unique. 37 30 21 0 12
I think the information obtained from the SMA ads

19 35 28 10 8
would be help fill.
I would learn a lot from using the SMA ads. 27 28 19 17 9
Information obtained from the (SMA) would be

70 15 6 54
useful.
I had intense feeling after seeing the SMA ads. 42 22 27 63
The emotional aspect of SMA ads are very attractive

22 22 17 23 16
and leads me to like the ads.
I was emotional attracted be the messages SMA 32 30 20 10 8
I believe in social media advertisement of companies

26 21 41 9 3
that I am satisfied with m overall experience.
I recommend to my friends and relatives only those

32 31 18 11 8
social Media advertised com is that are credible.

26 45 21 53
that can be overall trusted

41 32 20 34
that are concerned about their customers
0 20 40 60 80 100 120
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE
Page | 79
FIG-19 (B): CUSTOMER AGREEMENT
STRONGLY STRONGLY
AGREE NEUTRAL DISAGREE
AGREE DISAGREE
Social media advertisements are
irritating 15 8 11 54 12
Social media advertisements make
you buy things you don't overall
need. 42 24 19 6 9
Social media advertising increases
dissatisfaction among consumers
by showing products which some
consumers can't afford. 24 11 19 38 8
Social media advertising leads to
materialistic society interested in
burn and owning the thing 34 24 15 18 9
1 feel about clicking 'like" for
social media ads. 45 31 13 4 7
My overall attitude towards social
media advertising is 6 16 14 22 42
Overall, I like social media
advertising 10 26 7 44 13
Social media advertising is a very
valuable source of information
about sales 22 23 48 4 3
Social media advertising tells me
which brands have the features I
am looking for 25 31 17 18 9
Social media advertising helps me
keep up to date about products
available in the marketplace 50 9 18 17 6
In general, I am favorable towards
social media ads. 34 32 16 3 15
I might purchase the product which
has advertised in social media. 15 18 40 25 2
Social media ads accurately
represent the products or services
they promote 42 27 16 7 8
* SMA: SOCIAL MEDIA ADVERTISING
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FIG-19 (B) :- CUSTOMER AGREEMENT
Social media ads accurately represent the products or
42 27 16 7 8
services they promote
I might purchase the product which has advertised in social

15 18 40 25 2
media.
In general, I am favourable towards social media ads. 34 32 16 3 15
Social media advertising helps me keep up to date about

50 9 18 17 6
products available in the marketplace
Social media advertising tells me which brands have the

25 31 17 18 9
features I am looking for
Social media advertising is a very valuable source of

22 23 48 43
information about sales
Overall I like social media advertising 10 26 7 44 13
My overall attitude towards social media advertising is 6 16 14 22 42
1 feel about clicking 'like" for social media ads. 45 31 13 4 7
Social media advertising leads to materialistic society

34 24 15 18 9
interested in burn and owning the thing
Social media advertising increases dissatisfaction among

consumers by showing products which some consumers 24 11 19 38 8
can't afford.
Social media advertisements make you buy things you don't

42 24 19 6 9
overall need.
Social media advertisements are irritating 15 8 11 54 12
0 20 40 60 80 100 120
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE
Page | 81
INTERPRETATION: From the graph above, we can see the respondent’s degree of
agreement with the sales promotion strategies of the salesman as –
When the respondents were asked if I believe in social media advertisement of

companies that are concerned about their customers 41% strongly agreed, 32%
agreed, 20% neutral, 3% disagreed and 2% strongly disagreed.
companies that can be overall trusted, 26% strongly agreed, 45% agreed, 21%
neutral, 5% disagreed and 3% strongly disagreed.
When the respondents were asked if I recommend to my friends and relatives only
those social media advertised com is that are credible, 32% strongly agreed, 31%
companies that I am satisfied with m overall experience, 26% strongly agreed, 21%
When the respondents were asked if I was emotional attracted be the messages SMA,
32% strongly agreed, 30% agreed, 20% neutral, 10% disagreed and 8% strongly
disagreed.
When the respondents were asked if the emotional aspect of SMA ads are very
attractive and leads me to like the ads, 22% strongly agreed, 22% agreed, 17%
When the respondents were asked if I had intense feeling after seeing the SMA ads,
disagreed.
When the respondents were asked if the Information obtained from the (SMA) would
be useful, 70% strongly agreed, 15% agreed, 6% neutral, 5% disagreed and 4%
strongly disagreed.
When the respondents were asked if I would learn a lot from using the SMA ads,
disagreed.
When the respondents were asked if I think the information obtained from the SMA
ads would be help fill, 19% strongly agreed, 35% agreed, 28% neutral, 10%
disagreed and 8% strongly disagreed.
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When the respondents were asked if the social media advertisements are unique, 37%
strongly agreed, 30% agreed, 21% neutral, 0% disagreed and 12% strongly
disagreed.
When the respondents were asked if the social media advertisements are really out
of the ordinating, 25% strongly agreed, 24% agreed, 31% neutral, 6% disagreed and
14% strongly disagreed.
When the respondents were asked if the social media advertisements are fascinating,
disagreed.
When the respondents were asked if the social media advertisements are surprising,
disagreed.
When the respondents were asked if the social media advertisements are irritating,
disagreed.
When the respondents were asked if the social media advertisements make you buy
things you don't overall need, 42% strongly agreed, 24% agreed, 19% neutral, 6%
When the respondents were asked if the social media advertising increases
dissatisfaction among consumers by showing products which some consumers can't
afford, 24% strongly agreed, 11% agreed, 19% neutral, 38% disagreed and 8%
strongly disagreed.
When the respondents were asked if the social media advertising leads to
materialistic society interested in burn and owning the thing, 34% strongly agreed,
24% agreed, 15% neutral, 18% disagreed and 9% strongly disagreed.
When the respondents were asked if I feel about clicking 'like" for social media ads,
disagreed.
When the respondents were asked if my overall attitude towards social media
advertising is, 6% strongly agreed, 16% agreed, 14% neutral, 22% disagreed and
Page | 83
When the respondents were asked if the overall, I like social media advertising, 10%
disagreed.
When the respondents were asked if the social media advertising is a very valuable
source of information about sales, 22% strongly agreed, 23% agreed, 48% neutral,
4% disagreed and 3% strongly disagreed.
When the respondents were asked if the social media advertising tells me which
brands have the features I am looking for, 25% strongly agreed, 31% agreed, 17%
When the respondents were asked if the social media advertising helps me keep up
to date about products available in the marketplace, 50% strongly agreed, 9% agreed,
18% neutral, 17% disagreed and 6% strongly disagreed.
When the respondents were asked if in general, I am favorable towards social media
ads, 34% strongly agreed, 32% agreed, 16% neutral, 3% disagreed and 15% strongly
disagreed.
When the respondents were asked if I might purchase the product which has
advertised in social media, 15% strongly agreed, 18% agreed, 40% neutral, 25%
When the respondents were asked if social media ads accurately represent the
products or services they promote, 42% strongly agreed, 27% agreed, 16% neutral,
Page | 84
CHAPTER 6
FINDINGS
Page | 85
After analysis it was found that in the research, 74% of them are male and 26% are
Female.
After analysis it was found that in the research, 47% are in the age group of 20-30
Years 24% of them are in the age group of 30-40 Years, 18% are in the group of Below
20 Years 7% are in the age group of 40-50 Years, 0% are in the group of Above 50
Years category.
After analysis it was found that in the research, 62% are unmarried & 38% are
married.
After analysis it was found that in the research, 40% are in the level of Graduate, 25%
are in the level of 12th pass, 25% are post graduate, 6% are in the level of Professional
& 4% of them are 10th pass.
After analysis it was found that in the research, 37% are in the status of Business,
21% are in the status of Employee, 20% are in the status of Professionals, 4% are in
the status of Agriculture & Others are 0%.
After analysis it was found that in the research, 33% are in the group of Rs 10,000-
20,000, 20% are Rs 30,000-40,000, 19% are in the group of Below Rs10,000, 11%
are in the group of Rs 40,000-50,000, 9% are in the group of Rs 20,000-30,000 & 8%
are Above 50,000 categories.
After analysis it was found that in the research, 32% are Above 4 members, 31% are
in the family of 4 Members, 26% are 3 Members & 11% are in the family of unto 2
members.
After analysis it was found that in the research, 87% respondents have YouTube, 64%
respondents have Instagram profile, 61% respondents have Facebook, 43%
respondents have Snapchat, 34% respondents have Twitter, 3% respondents have
LinkedIn, 1% respondents have Pinterest & 0% respondents have Others please
specify.
After analysis it was found that in the research, 87% respondents have YouTube, 64%
respondents have Instagram profile, 61% respondents have Facebook, 43%
respondents have Snapchat, 34% respondents have Twitter, 3% respondents have
LinkedIn, 1% respondents have Pinterest & 0% respondents have Others please
specify.
Page | 86
After analysis it was found that in the research, 31% respondents are said that it was
electronic gadgets, 20% respondents are said that it was Jewelries & accessories, 19%
respondents are said that it was Clothes, 17% respondents are said that it was home
appliances, 13% respondents are said that it was Cosmetics & perfumes, and Others
please specify respondents are said that it was 0%.
Branded & 14% respondents are said that it was non-branded.
better price, 32% respondents are said that it was Comfort, 8% respondents are said
that it was Attractive advertisement & 0% respondents are said that it was Others
please specify.
Benefits, 27% respondents are said that it was Value for money, 22% respondents are
said that it was Discounts, 8% respondents are said that it was Vivid features, 7%
respondents are said that it was Promotional strategies.
informative & 43% respondents are said that it was Annoying.
Yes & 35% respondents are said that it was No.
After analysis it was found that in the research, if yes, 51% respondents are said that
it was Fake, please specify 26% respondents are said that it was irritating, 17%
respondents are said that it was Unsuitable, 6% respondents are said that it was
Unsecure & 0% respondents are said that it was Others.
Not very useful, 40% respondents are said that it was Kind of useful, 9% respondents
are said that it was Unless, 7% respondents are said that it was Very useful & 3%
respondents are said that it was Don’t Know.
Frequency, 47% respondents are said that it was Occasionally, 16% respondents are
said that it was Rarely & 0% respondents are said that it was Never.
Page | 87
After analysis it was found that in the research –

companies that are concerned about their customers 41% strongly agreed, 32%
companies that can be overall trusted, 26% strongly agreed, 45% agreed, 21%
When the respondents were asked if I recommend to my friends and relatives only
those social media advertised com is that are credible, 32% strongly agreed, 31%
companies that I am satisfied with m overall experience, 26% strongly agreed, 21%
When the respondents were asked if I was emotional attracted be the messages SMA,
disagreed.
When the respondents were asked if the emotional aspect of SMA ads are very
attractive and leads me to like the ads, 22% strongly agreed, 22% agreed, 17%
When the respondents were asked if I had intense feeling after seeing the SMA ads,
disagreed.
When the respondents were asked if the Information obtained from the (SMA) would
be useful, 70% strongly agreed, 15% agreed, 6% neutral, 5% disagreed and 4%
strongly disagreed.
When the respondents were asked if I would learn a lot from using the SMA ads,
disagreed.
When the respondents were asked if I think the information obtained from the SMA
ads would be help fill, 19% strongly agreed, 35% agreed, 28% neutral, 10%
Page | 88
When the respondents were asked if the social media advertisements are unique, 37%
disagreed.
When the respondents were asked if the social media advertisements are really out
of the ordinating, 25% strongly agreed, 24% agreed, 31% neutral, 6% disagreed and
When the respondents were asked if the social media advertisements are fascinating,
disagreed.
When the respondents were asked if the social media advertisements are surprising,
disagreed.
When the respondents were asked if the social media advertisements are irritating,
disagreed.
When the respondents were asked if the social media advertisements make you buy
things you don't overall need, 42% strongly agreed, 24% agreed, 19% neutral, 6%
When the respondents were asked if the social media advertising increases
dissatisfaction among consumers by showing products which some consumers can't
afford, 24% strongly agreed, 11% agreed, 19% neutral, 38% disagreed and 8%
strongly disagreed.
When the respondents were asked if the social media advertising leads to
materialistic society interested in burn and owning the thing, 34% strongly agreed,
24% agreed, 15% neutral, 18% disagreed and 9% strongly disagreed.
When the respondents were asked if I feel about clicking 'like" for social media ads,
disagreed.
When the respondents were asked if my overall attitude towards social media
advertising is, 6% strongly agreed, 16% agreed, 14% neutral, 22% disagreed and
Page | 89
When the respondents were asked if the overall, I like social media advertising, 10%
disagreed.
When the respondents were asked if the social media advertising is a very valuable
source of information about sales, 22% strongly agreed, 23% agreed, 48% neutral,
When the respondents were asked if the social media advertising tells me which
brands have the features I am looking for, 25% strongly agreed, 31% agreed, 17%
When the respondents were asked if the social media advertising helps me keep up
to date about products available in the marketplace, 50% strongly agreed, 9% agreed,
18% neutral, 17% disagreed and 6% strongly disagreed.
When the respondents were asked if in general, I am favorable towards social media
ads, 34% strongly agreed, 32% agreed, 16% neutral, 3% disagreed and 15% strongly
disagreed.
When the respondents were asked if I might purchase the product which has
advertised in social media, 15% strongly agreed, 18% agreed, 40% neutral, 25%
When the respondents were asked if social media ads accurately represent the
products or services they promote, 42% strongly agreed, 27% agreed, 16% neutral,
Page | 90
CHAPTER 7
CONCLUSION
Page | 91
In conclusion, our study on public perception towards social media advertising provides
valuable insights into the dynamic relationship between consumers and promotional content
on digital platforms. Through an extensive analysis of survey responses and qualitative data,
it is evident that public attitudes towards social media advertising are nuanced and
multifaceted.
While there is a general acknowledgment of the prevalence and impact of advertising on

social media, respondents exhibited varying levels of receptivity, skepticism, and
engagement. The effectiveness of social media advertising appears to hinge on factors such
as relevance, authenticity, and personalization. Users are more likely to respond positively to
content that aligns with their interests, reflects genuine brand values, and respects their
privacy.
Concerns related to data privacy, targeted advertising, and the potential for misinformation
influence public perceptions. Striking a delicate balance between tailored content and
respecting user privacy emerges as a crucial consideration for advertisers and platform
developers.
Moreover, the study highlights the significance of transparency and ethical advertising
practices in fostering trust among users. Businesses and social media platforms that prioritize
clear communication about data usage, ad algorithms, and disclosure of sponsored content
are likely to enhance their credibility and positively influence public perception.
As social media continues to evolve, so too will public attitudes towards advertising. Our
findings underscore the need for marketers to adapt their strategies, emphasizing authenticity,
personalization, and ethical considerations. Ultimately, a more nuanced understanding of
public sentiment towards social media advertising will empower brands to forge more
meaningful connections with their audiences in an increasingly digital landscape.
Page | 92
CHAPTER 8
RECOMMENDATION
Page | 93
Based on the findings and insights gained from our study on public perception towards social
media advertising, several recommendations emerge to guide future research endeavors:
❖ Conduct a more granular analysis by focusing on specific demographic groups, such

as age, gender, and cultural backgrounds. Understanding how different segments of
the population perceive social media advertising can provide targeted insights that are
valuable for marketers aiming to tailor their strategies.
❖ Undertake longitudinal studies to track changes in public perception over time. Given
the rapid evolution of social media platforms and their advertising models, a
longitudinal approach would help capture shifting trends, emerging concerns, and
evolving consumer behaviors.
❖ Explore cross-cultural differences in public perception towards social media
advertising. Different regions and cultures may have distinct attitudes, preferences,
and sensitivities. A comparative study could offer valuable insights for global
businesses seeking to optimize their advertising strategies across diverse markets.
❖ Investigate the influence of social media influencers on public perception of
advertising. As influencers play a significant role in shaping content and opinions on
these platforms, understanding how their endorsements affect the perceived
authenticity and effectiveness of advertisements can be crucial for marketers.
❖ Conduct experimental studies to assess the impact of various content formats, such
as videos, images, and interactive elements, on user engagement and perception. This
could provide practical insights into designing more effective and engaging social
media ad campaigns.
❖ Delve deeper into user concerns related to privacy and data security. Investigate how
different levels of transparency and control over personal data impact trust and
acceptance of social media advertising. This is particularly relevant given the growing
awareness and sensitivity surrounding data privacy issues.
❖ Augment quantitative data with qualitative research methods, such as interviews and
focus groups, to gain a deeper understanding of the emotions and motivations that
underlie public perceptions. This qualitative dimension can provide richer context
and uncover nuances that quantitative data alone may miss.
❖ Compare public perceptions of social media advertising with traditional advertising
channels. Understanding how these perceptions differ and overlap can provide
Page | 94
valuable insights for marketers allocating resources and developing integrated
advertising strategies.
❖ Assess the impact of educational initiatives aimed at enhancing public awareness and
understanding of how social media advertising works. Analyzing the effectiveness of
such initiatives in influencing attitudes and behaviors can guide the development of
future educational campaigns.
By addressing these recommendations in future studies, researchers can contribute to a more

comprehensive and nuanced understanding of public perception towards social media
advertising, ultimately assisting businesses in refining their marketing strategies for the
digital age.
Page | 95
CHAPTER 9
BIBLIOGRAPHY
Page | 96
WEBSITES:
➢ http://www.diva-portal.org/smash/get/diva2:1431483/FULLTEXT01.pdf
➢ https://www.jetir.org/papers/JETIR2305434.pdf
➢ https://www.unifr.ch/marketing/fr/assets/public/documents/TravauxBachelor/cretti(
1)[2].pdf
➢ https://trace.tennessee.edu/cgi/viewcontent.cgi?referer=&httpsredir=1&article=4332
&context=utk_gradthes
➢ http://ijariie.com/AdminUploadPdf/A_STUDY_OF_CUSTOMER%E2%80%99S_
BEHAVIOR_TOWARDS_SOCIAL_MEDIA_MARKETING_ijariie2849.pdf
➢ https://dergipark.org.tr/tr/download/article-file/411501
➢ https://www.ijsr.net/archive/v8i10/ART20201055.pdf
➢ https://issuu.com/irjet/docs/irjet-v9i4479
➢ https://www.ijser.org/researchpaper/Consumers-attitude-toward-social-media-
advertisement-A-study-in-the-context-of-Bangladesh.pdf
➢ https://ijaem.net/issue_dcp/Consumer%20Perception%20towards%20Social%20Me
dia%20Marketing.pdf
➢ https://tarjomefa.com/wp-content/uploads/2019/10/F1442-TarjomeFa-English.pdf
➢ https://chat.openai.com/
BOOKS:
➢ Marketing Management Kotler, Keller, Koshi and Jha

➢ Marketing Management Ramaswamy, Nandakumar
Page | 97
CHAPTER 10
APPENDICES
Page | 98
QUESTIONNAIRE
“A study on public perception towards social media

advertising”
Dear Sir/Madam
I, Ranit Majumder, student of BBA 3rd Semester of Marketing, studying in

Bhavan’s Tripura college of Technology, have the pleasure in presenting this
questionnaire to you as part of student being conducted by in Agartala. I request you to
spare few minutes of your valuable time to offer your views by filling the details in this
questionnaires & facilitates successful completion of the study. Please note that all
information provided by youwill be treated as ‘strictly confidential’.
Thank you
Name: _________
2) Gender: Male Female Others
3) Age:
Below 20 years 20-30 years 30-40 years 40-50 years above 50 years
4) Marital status: Married Unmarried
5) Educational Level:
10th pass 12th passes Graduate Post graduate Professional Qualification
6) Occupation Status: Agriculture Business Employee
Professionals Others
7) Monthly Income:
Below Rs 10,000 Rs 10,000-20,000 Rs20,000-30,000
Rs30,000-40,000 Rs 40,000-50,000 Above Rs 50000
8) State the number of members in the family?
Upton 2 members 3 members 4 members Above 4 members
9) How many social networking profile do you have? Mention the number here and
tick the option:
Instagram LinkedIn Pinterest Snapchat YouTube
Facebook Twitter Others Please Specify
10) In which social networking sites do you find advertisement communicated well?
Instagram LinkedIn Pinterest Snapchat YouTube
Facebook Twitter Others Please Specify
Page | 99
11) Reason (To find information about) for choosing social media advertisement?
Clothes Electronic gadgets Home appliances
Cosmetics & perfumes Jewelries & accessories Others, Please Specify
12) What kind of product information do you prefer to receive through social media
advertisement? Branded non-branded
13) What kind of product/ service offers do you like about social media advertisement?
Attractive advertisement better price Comfort Others Please Specify
14) What are the factors in an advertisement which will make you change your brand-
loyalty?
Promotional strategies Vivid features Benefits Value for money Discounts
15) Do you find the advertisements informative or annoying?
Informative Annoying
16) Does the contents of the advertisement may be unsuitable for people? Yes No
If yes, please specify:
irritating fake unsuitable unsecure others
17) how useful do you think that social media advertisement has been for the company?
very useful kind of useful not very useful useless don’t know
18) how often do you seek recommendations from social media before making a purchase
decision? frequently occasionally rarely never
19) Tick the following statement according to the agreeability:
STRONGLY AGREE NEUTRAL DISAGREE STRONGLY

AGREE DISAGREE
I BELIEVE IN SOCIAL MEDIA ADVERTISEMENT OF

COMPANIES THAT ARE CONCERNED ABOUTTHEIR
CUSTOMERS

COMPANIES THAT CAN BE OVERALLTRUSTED
I RECOMMEND TO MY FRIENDS AND

RELATIVES ONLY THOSE SOCIAL
MEDIA ADVERTISED COM IS THAT

ARE CREDIBLE.
Page | 100
COMPANIES THAT I AM SATISFIED WITH MOVERALL
EXPERIENCE.
I WAS EMOTIONAL ATTRACTED BY THE MESSAGES SMA

THE EMOTIONAL ASPECT OF SMA ADS ARE VERY
ATTRACTIVE AND LEADS ME TO LIKE THEADS.
I HAD INTENSE FEELING AFTER SEEING THE SMA ADS.
INFORMATION OBTAINED FROM THE (SMA) WOULD BE

USEFUL.
I WOULD LEARN A LOT FROM USING THE SMA ADS.
I THINK THE INFORMATION OBTAINED FROM THE SMA

ADS WOULD BE HELP FILL.
THE SOCIAL MEDIA ADVERTISEMENTS ARE UNIQUE.

THE SOCIAL MEDIA ADVERTISEMENTS ARE REALLY OUT
OF THE ORDINATING
THE SOCIAL MEDIA ADVERTISEMENTS ARE

FASCINATING
THE SOCIAL MEDIA ADVERTISEMENTS ARE SURPRISING

SOCIAL MEDIA ADVERTISEMENTS ARE IRRITATING
SOCIAL MEDIA ADVERTISEMENTS MAKE YOU BUY
THINGS YOU DON'T OVERALL NEED.
SOCIAL MEDIA ADVERTISING INCREASES

DISSATISFACTION AMONG CONSUMERS BY
SHOWING PRODUCTS WHICH SOME CONSUMERS
CAN'T AFFORD.
SOCIAL MEDIA ADVERTISING LEADS TO

MATERIALISTIC SOCIETY INTERESTED IN BURN AND
OWNING THE THIN
1 FEEL ABOUT CLICKING 'LIKE" FOR SOCIAL MEDIA ADS.
MY OVERALL ATTITUDE TOWARDS SOCIAL MEDIA

ADVERTISING IS
OVERALL, I LIKE SOCIAL MEDIA ADVERTISING
SOCIAL MEDIA ADVERTISING IS A VERY VALUABLE
Page | 101
SOURCE OF INFORMATION ABOUT SALES
SOCIAL MEDIA ADVERTISING TELLS ME WHICH

BRANDS HAVE THE FEATURES I AM LOOKINGFOR
SOCIAL MEDIA ADVERTISING HELPS ME KEEP UP TO

DATE ABOUT PRODUCTS AVAILABLE INTHE
MARKETPLACE
IN GENERAL, I AM FAVORABLE TOWARDS SOCIAL MEDIA

ADS.
I MIGHT PURCHASE THE PRODUCT WHICH HAS

ADVERTISED IN SOCIAL MEDIA.
SOCIAL MEDIA ADS ACCURATELY REPRESENT THE

PRODUCTS OR SERVICES THEY PROMOTE
Page | 102
SCHEDULE FOR PROJECT
COMPLETION
Page | 103
Schedule for project completion
Bhavan’s Tripura College of Science & Technology
Internal Project Report
SL NO Activities to be completed. Signature With Date
1. Initial discussions & finalization of title.
2. Finalization of chapter scheme
3. Finalization of chapter 1&2
4. Finalization of Chapter 3
5. Finalization of chapter 4 & 5
6. Final Draft
7. Approved draft shall go for binding
8. Final Submission of report
Page | 104
ATTENDANCE
SHEET
Page | 105
DEPARTMENT OF BUSINESS MANAGEMENT
Attendance sheet
Name of the Student: ______________________________________

University Enrollment No: __________________________________
Sl. Date Time Progress report Signature Signature of
No of the supervisor
student (Institute)
1. Submission of approved acceptance from
the selected topic
2. Initial discussion on the approach and

direction of the project
3. Finalization of the subject matter and the

title of the project.
4. Data collection about the company, its
product mix, marketing mix, policies,
retail strategies, distribution etc.
5. Primary preparation of questionnaire and
its verification by the guide finalization
and distribution.
6. Data collection through questionnaire,
and personal interview by visiting
individual respondents.
7. Verification of the questionnaire by the
guide and collection of data when the
required.
8. Analysis of the data collected using a
spreadsheet program and preparation of
the report using word processing
program.
9. Preparation of the final draft of the
project and getting it verified and
finalized by the guide.
10. Approved of the final draft by the guide,
converting the report in PDF format and
finalization for binding.
Page | 106
THANK
Page | 107

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INTERNAL PROJECT REPORT ON

“A STUDY ON PUBLIC PERCEPTION TOWARDS SOCIAL MEDIA

BHAVAN’S TRIPURA COLLEGE OF SCIENCE AND TECHNOLOGY

In partial fulfilment for the award

Degree in Bachelor of Business Administration

BHAVAN’S TRIPURA COLLEGE OF SCIENCE AND TECHNOLOGY

“A STUDY ON PUBLIC PERCEPTION TOWARDS SOCIAL MEDIA

BHAVAN’S TRIPURA COLLEGE OF SCIENCE AND TECHNOLOGY

In Partial Fulfilment for the Award

Degree of Bachelor in Business Administration

Under the Guidance of: Submitted by:

Sri. Anupam Roy Ranit Majumder

Asst. professor Roll number- 224000006

Department of Bachelor of Business Administration

Tripura University (A central University)

Suryamaninagar, Agartala, Tripura, (W) pin-799022

AFFLICATED TO TRIPURA UNIVERSITY

DECLARATION BY THE STUDENT

“social media advertising” Submitted by me to BHAVAN’S TRIPURA COLLEGE OF

DATE: RANIT MAJUMDER

Anandanagar, Srinagar, Tripura—799028

DATE:- Signature of the guide

Signature of the Examiner:

AFFLICATED TO TRIPURA UNIVERSITY

CHAPTER NO. TITLE PAGE NO.

Introduction to the topic 5-52

Chapter 3 Methodology 57-59

Chapter 4 Literature review 60-61

Chapter 5 Data interpretation & Analysis 62-84

Chapter 6 Findings 85-90

Chapter 7 Conclusion 91-92

Chapter 8 Recommendations 93-95

Chapter 9 Bibliography 96-97

Chapter 10 Appendices 98-102

{Include, Introduction, Objectives, Limitations, Methodology, Review of literature, Data

2. Objectives: Objectives define the context of the project.

6. Data interpretation: Data interpretation consists of related data calculation require

7. Findings: It includes that found after analysis the findings.

8. Conclusion: It includes the main results after analysing the findings.

FIGURE TITLE PAGE

INTRODUCTION TO THE TOPIC

Social media app icons on a smartphone screen

About free advertising idea will you choose

Important strategies of social media advertising

1. Widespread Audience Reach:

4. Engagement and Interaction:

5. Data and Analytics:

11. Measurable Results:

12. Global Presence:

13. Influencer Marketing:

14. User-Generated Content:

15. Trends and Insights:

Impacts of social media advertising

5. Sales and Conversions:

10. Influencer Marketing:

11. User-Generated Content:

12. Customer Service and Support:

14. Measurable Results:

15. Global Reach:

16. Community Building:

17. Political and Social Influence:

18. Environmental and Social Responsibility:

Benefits of social media advertising