“TO STUDY ATTITUDE OF USERS

TOWARDS SOCIAL MEDIA

ADVERTISEMENT IN SURAT CITY”

SUBMITTED BY:

SUBMITTED TO:
DEVANSHI GONDALIYA- DR. PRATIKSINH VAGHELA
207500592088

SAKSHI PATEL-207500592089 S. R. LUTHRA INSTITUTE

OF MANAGEMENT
PRINCE PATEL-207500592090
SUBJECT:RESEARCH
SOMYA SALAMPURIA-
207500592092
METHODOLOGY (4529206)

MEGHA RATHI-207500592115
 INTRODUCTION
Social media advertising is the use of social media platforms and websites to promote a product or
service. Although the terms e-marketing and digital marketing still prevails in academia, social
media marketing is also becoming more and more popular for both practitioners and researchers.
Social media advertising includes creating content on social media platforms, engaging with
followers, and running social media advertisements to attract consumers. One of the major
benefits of this type of advertising is that advertisers can take advantage of the users' demographic
information and target their ads according to their interested areas. Social media advertising is not
necessarily the same as social media targeting.
In upcoming time social media marketing might capture dominant part of the market compared to traditional marketing
as we see the growing importance and use of social media platforms. As we are seeing peoples increased interest in
online buying trends we can say that social media marketing may emerge as the dominant industry in the span world.
Although there is significant portion of the population at local and nation level that still prefers traditional buying of
goods as services through physical shops but time will heal the old taboos and myths regarding the online buying being
unsafe and it might bring new era in digital advertising or say social media advertising
 INDUSTRY PROFILE
The social media advertisement market consists of promotional activities to connect with the audience to
build the brand, increase sales, and drive website traffic on social media. Advertising refers to
communication with the consumers of a product or a service. Social media advertising or marketing
includes generating and sharing content on social media platforms such as Facebook, Twitter, and
Instagram in order to accomplish marketing and branding goals. It comprises activities such as image
updates, posting text, videos, and other content that driver user engagement.

 Global level Scenario

 National(India) level Scenario
 
 CURRENT TRENDS IN SOCIAL MEDIA ADVERTISEMENT INDUSTRY
 
 ACCORDING TO A RECENT SPROUT SOCIAL INDEX, 40% OF CONSUMERS WANT TO SEE MORE LIVE VIDEO
FROM BRANDS.
•  

 MORE THAN 500 MILLION USERS INTERACT WITH INSTAGRAM STORIES EVERY DAY. SO ALTHOUGH
INSTAGRAM STORIES WERE ALREADY DOMINANT CONTENT FORMAT IN THE PREVIOUS YEAR, THEY’RE
NOT GOING AWAY ANY TIME SOON.BRANDS WILL NEED TO TAKE A MORE ORGANIZED APPROACH AND
PLAN FOR STORIES AS A CONTENT FORMAT FOR THEIR PUBLISHING CALENDARS, IF THEY AREN’T
ALREADY DOING SO. MORE IMPORTANTLY, THE USE OF VIDEO AS STORIES WILL INCREASE SINCE THEY
APPEAR TO OUTPERFORM PHOTOS.
•  

 A SOCIALINSIDER STUDY FOUND THAT IMAGES IN STORIES HAVE A 5.65% HIGHER TAP- FORWARD RATE
THAN VIDEOS. TAP-FORWARD RATE IS THE NUMBER OF PEOPLE WHO SAW YOUR STORY AND MOVED ON
TO THE NEXT ONE BEFORE FINISHING IT. THE SAME ANALYSIS ALSO FOUND THAT PHOTOS IN STORIES
HAD MORE DROP-OFFS THAN VIDEOS, SHOWING THAT PEOPLE TEND TO SPEND MORE TIME VIEWING
VIDEOS.
•  

 2021 IS LIKELY TO SEE VIRTUAL REALITY GAINING MORE POPULARITY ON SOCIAL MEDIA AS PLATFORMS
PUSH FORWARD WITH INCORPORATING THIS TECHNOLOGY. TAKE FACEBOOK HORIZON, FOR EXAMPLE.
AS OF EARLY 2021, FACEBOOK IS LEVERAGING THE OCULUS VR PLATFORM TO BETA-TEST A VIRTUAL
WORLD THAT ALLOWS PEOPLE TO EXPLORE, CONNECT WITH OTHERS, AND PLAY GAMES.
 Brands are quickly buying into this latest social media trend by creating AR filters to promote new products or
encourage fan interaction.
 
 Brands are increasingly under pressure to make meaningful strides for inclusion in their business operations and
marketing. Audiences are more aware than ever that they have plenty of options, leading them to put their money
behind companies that show investment in the communities and issues they are passionate about.
 
 So in 2021, inclusivity will become an even bigger focus for brands that want to
build deeper connections with their customers. If your brand’s social presence doesn’t reflect your audience’s views
on identity and diversity, you’ll end up missing a crucial opportunity to connect with them.
 
 Consumers want brands to get real. That means maintaining authenticity and transparency about your products and
operations. If you want people to trust you, you need to be honest with them.
 PESTEL ANALYSIS OF SOCIAL MEDIA MARKETING\ADVERTISEMENT
 
 

This is a detailed PESTEL analysis of the social media industry. It aims to examine several important factors
that impact on this industry in a number of countries, particularly the USA, the UK, the EU, China, and India.
Social media come in many forms from traditional blogs to modern day social networking sites. However, the
main focus of this article will be on the social networking sites.

Political factors that impact on the social media industry 

Economic factors that impact on the social media industry
Social factors that impact on the social media industry
Technological factors that impact on the social media industry
 

 
 RESEARCH METHODOLOGY
 

o PROBLEM STATEMENT
• THE PROBLEM ABOUT SOCIAL MEDIA ADVERTISEMENT EFFECTIVENESS HAS ALWAYS BEEN
THE TOPIC DISCUSSION MAINLY BETWEEN BELIEVERS OF TRADITIONAL ADVERTISEMENT
AND THOSE WHO BELIEVES IN COPING UP WITH THE TECHNOLOGY. HERE BY WE ARE GOING
TO MAKE USE OF AVAILABLE AUTHENTICATED DATA TO PUT OUT OUR OPINION ABOUT THE
TOPIC. THIS IDENTIFICATION AND SPECIFICATION OF THE PROBLEM WILL BE CARRIED OUT
UNDER SEVERAL PRINCIPAL SUB-HEADINGS OF INFLUENCES; THOUGH THERE IS
CONSIDERABLE OVERLAP BETWEEN SOME OF THE SUB- CATEGORIES, THIS SCHEME HAS
BEEN ADOPTED TO IN COMPREHENSION OF THE MASS.
•  
o RESEARCH QUESTIONS
1. IS SOCIAL MEDIA ADVERTISEMENT EFFECTIVE?
2. HOW DOES SOCIAL MEDIA ADVERTISEMENT EFFECT CONSUMER BEHAVIOUR?
3. IS SOCIAL MEDIA ADVERTISEMENT EFFECTIVE IN SURAT CITY?
4. IS CONSUMER ATTRACTED TO BUY PRODUCTSTHROUGH SOCIAL MEDIA ADVERTISEMENT?
 
 o Objective of Study
To Study Attitude of Users Towards Social Media Advertisement in Surat City.
 
o Research Design
 
1) Types of research design:
 
o Exploratory research
o Descriptive research
o Casual research
 
From the above types we have used casual research design to study the Attitude of
Users Towards Social Media Advertisement in Surat City.
 
2) Sampling Technique
o Convenience sampling technique was used for selecting respondent.
 1) Data collection tool
 
o Primary data: Online responses via google form were collected to get primary data.
o Secondary data: The secondary data for the study was carried out in the search engine Google
Scholar and only authenticated scientific papers, articles and websites were included.
 
 
2) Tool for analysis
o For analysis of data various tools like tabulation, frequency distribution were used with the help
of Excel sheets and Jamovi software and appropriate Statistical tools were used to analyse the
collected data.
 
3) Benefits of study
o To customers- to put their wants out there in market and get desired products and services.
o To marketers- To understand the wants of consumer wants and attract more consumers through
effective advertisement.
o To government- They also can start spread awareness about any general topics concerned to
public through social media to reach larger population. , To regulate fraudulent trades if any
spotted.
o To society- It definitely will increase living standard of the society directly or indirectly.
 
 Limitations of study
o The population as whole is not studied, random sampling is selected.
o The sample size is small.
o The data given by the respondents may limit to their own feeling,
knowledge and experiences and awareness.
This study is carried out in surat city only, which is subject to geographical
limitation.This study is based on convenience sampling method not on
probabilistic method
 DATA ANLYSIS AN INTERPRETATION
 

INTERPRETATION 
• GENDER Gende • TOTAL NUMBER OF
r
RESPONSES ARE 106
AMONG THEM 53 ARE
FEMALE AND 53 ARE
MALE. WE CAN
Male
5
3
5
3 Femal
INTERPRET THAT DATA
e
CONTAINS EQUAL
REPRESENTATION OF
BOTH THE GENDERS.
 • AGE

AGE OF Age
RESPONDENT
  21

4 2
9

MOST RESPONDENTS BELONG TO AGE <16

16-20
GROUP OF 21-25.
21-25
26-30
31-35
35+

88
  
Social media preference
WHICH SOCIAL MEDIA
PLATFORM PEOPLE Facebook 14
PREFER THE MOST
     
Whatsapp 64
INTERPRETATION
   
Instagram 84
 
MOST POPULATION I.E. ALMOST 80%    
Twitter 11
PREFER TO USE INSTAGRAM IN THEIR
DAY TO DAY LIFE FOLLOWS BY    
Telegram 14
WHATSAPP AND SNAPCHAT
   
Snapchat 29
 HOW OFTEN PEOPLE LOG
IN TO THEIR SOCIAL  
Log in activity
MEDIA ACCOUNT
  Everyday 92

INTERPRETATION
Every other day  
  6

SAMPLE POPULATION
PREFERS TO USE
SOCIAL MEDIA    
MOSTLY EVERY DAY. Every week 4
AS WE CAN SEE BY
THE BAR CHART    
Once a week 2
GIVEN ABOVE ALMOST
86.8% POPULATION
   
LOG IN TO THEIR Never 2
SOCIAL MEDIA EVERY
DAY.
ROPORTION OF PEOPLE WHO
FOLLOW AND DO NOT FOLLOW   Number of  
BUSINESS ACCOUNTS Business people in Number of
ON SOCIAL MEDIA PLATFORMS Integer
accounts people in %
 
 
INTERPRETATION
 
33% OF POPULATION
AMONG THE SAMPLE OF
106 DO PREFER TO Follows 35 33%
FOLLOW BUSINESS
ACCOUNTS ON SOCIAL
MEDIA ACCOUNTS WHILE      
Do not follow 71 67%
67% DO NOT PREFER TO
FOLLOW BUSINESS
ACCOUNTS ON SOCIAL
MEDIA ACCOUNTS.
 • FREQUENCY

FREQUENCY OF BOOK Frequency of bookmarking Business account

MARKING BUSINESS
ACCOUNT
 
INTERPRETATION Always 13

 
 
ON AN AVERAGE WE CAN Often. 39

SAY THAT 25 PROPLE OUT Frequency of bookmarking

Business account
OF 100 TENDS TO BOOK Rarely 41

MARK BUSINESS PAGE OR

POST ON THEIR SOCIAL
13
MEDIA ACCOUNT. Never

0 10 20 30 40 50
 INTERACTION WITH
BUSINESS ACCOUNTS
 
 

INTERPRETATION Preference of interaction

 
   
Yes 63
WE CAN CONCLUDE THAT RATIO OF
PREFERENCE OF INTERACTION WITH
BUSINESS IS ALMOST 6:4 THAT MEANS  
No
 
43
OUT OF EVERY 10 PEOPLE 6 PREFER TO
INTERECT AND 4 DOES NOT PREFER TO
   
INTERACT WITH BUSINESS ACCOUNT Total 106
 • PARAMETER

PARAMETERS
 
AVERAGE OF 4 PARAMETERS BEING
CODED AS NEVER BEING 1, RARELY BEING
2, OFTEN BEING 3 AND ALWAYS BEING 4

INTERPRETATION Often(3)
ALL 4 AVERAGES SEEMS CLOSER TO 3 SO WE
CAN CONCLUDE THAT MOST PEOPLE TENDS
TO DO ABOVE 4 ACTIVITIES VERY OFTEN, SO
WE CAN SAY THAT THEY ARE INTERESTED
TO KNOW ABOUT THE PRODUCT THROUGH
SOCIAL MEDIA ADVERTISEMENT AND
COMPANY SHOULD TRY IT’S HAND IN
SOCIAL MEDIA ADVERTISEMENT TO
ATTRACT MORE CONSUMERS.
 FINDINGS
 
 
 83% of respondents belong to the age group of 21-25 so we can say that Younger generation uses
social media the most.
 79.2% respondents prefer to use Instagram the most, followed by WhatsApp and Snapchat.
 67% respondents do follow business accounts on social media platforms.
 59.4% respondents do interact with social media advertisements.
 60.4% people make buying decision on basis of their previous experience of the product.
 Consumer often share their Positive and negative experiences about the product and company with their
mutuals.
 Consumers often recommend particular brand to their network on social media.
 Consumer tends to attract towards short, creative, attractive and humorous advertisements, so
companies can try their hand over that to attract more consumers.
 78.3% of respondents have bought goods and services through their interaction with social media.
 21.7% of respondents who do not prefer to buy through social media advertisement has their reasons to
do so and they are- It’s not always useful, Quality received was not good, Fear of frauds, Not interested,
fear of security regarding Identity and data etc.
 CONCLUSION
 
It shows that data collected is reliable and normal which reflects that data collection design and mode were properly
selected.
 
The finding shows that Internet and social media usage is increasing day by day. Consumers are also interested in
buying goods and services through such platforms, which shows that old taboo of buying products from online
platforms will get you bad quality product is bit of gone, not completely but it definitely will in few decades. And it
concludes that most consumers tend to behave in positive way towards social media advertisement. It also has its
own flaws and limitations as it wasn’t performed by experts so it is advisable to cross check it before using it.
THANKING YOU