DWARAKA DOSS GOVERDHAN DOSS VAISHNAV COLLEGE (AUTONOMOUS)

LINGUISTIC MINORITY INSTITUTION

COLLEGE WITH POTENTIAL FOR EXCELLENCE
AFFILIATED TO UNIVERSITY OF MADRAS
ARUMBAKKAM, CHENNAI – 600 106.
DEPARTMENT OF ACCOUNTING & FINANCE
ORGANIZES
A TWO DAY VIRTUAL INTERNATIONAL CONFERENCE
ON
INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN VUCA WORLD – 2021
8th & 9th November, 2021

A STUDY ON THE ROLE OF SOCIAL MEDIA ON ADVERTISING

SRUTHI ELZA VARUGHESE

Introduction to the study

Social media advertising is an advertising tool that uses social media platforms
to advertise and sell items as well as build brand recognition and loyalty to it’s
users. When compared to conventional advertising, social media advertising is a
powerful strategy for increasing leads and converting potential consumers into
committed customers. This is because, unlike any other advertising channela,
social media allows us to engage and communicate with customers. While
advertising alone is not the only way consumers discover brands, it is crucial. By
the end of 2020, 98% of consumers globally said they had visited a social
network in the past month. Meanwhile Global social media as spend has jumped
50% in a single year.
The aim of this paper is to find out the impact that social media advertisement
has on people of different generations and how it benefits a brand.
INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN VUCA WORLD – 2021
Keywords

• Social media advertising

• Social media platforms
• Leads and conversion
• Customers
• Brands

INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN VUCA WORLD – 2021

Variables of the study
S.NO VARIABLE VATEGORY NO. OF VARIALES
1 DEMOGRAPHIC OF RESPONDENTS 4
2 EXPERIENCE AND PERCEPTION ON 8
SOCIAL MEDIA
3 COMPARISON WITH TELEVISION 4
ADVERTISING
TOTAL 16

INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN VUCA WORLD – 2021

Review of Literature
Sita Mishra And Archana Tyagi – May 2015
Understanding Social Media Mindset Of Consumers:
The paper aims to find the opinion of the respondents towards marketing on social networking sites. Fear of Privacy and security
prevails among a lot of respondents thus making them reluctant to purchase goods on the internet. One of the conclusions is that in
order to maintain customer loyalty, brands should make personalized , skillful and sensitive experience through online advertising.
Mr Jaysing Bhosale And Dr. R.G Phadtare- March 2020
Usage Of Social Media Marketing For Small Business: A Comparative Analysis Of Various Actions Of Social Media:
Social media marketing has accelerated the development of marketing techniques and is an essential component of business
promotion. Social networks provide small companies the benefit to reach out to a large customer base at a lower cost. It helps with
communication and helps businesses showcase important elements such as information about products, services, price, client
feedbacks and testimonials .
Dr.S.A. Shamsudeen Ibrahim and P Ganeshbabu- October 2018
A Study On The Impact Of Social Media Marketing Trends On Digital Marketing:
The paper has done a detailed study on social media marketing, digital marketing and digital marketing trends. Even though phrases
e-marketing and digital marketing still have a stronghold in academia, social media marketing is gaining traction among professionals.
This paper consists only of secondary data collected through journals, reviews and books. In order to maximize the benefits of social
advertising, Using SEO analytics helps. The company should determine their target customer's behaviour, needs, and actions. This
will aid in determining the efficacy of the type of social advertising method to use when engaging the target audience.
INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN
VUCA WORLD – 2021
Research gap fulfilled by the study

• The impact that social media has created on brands among consumers in Tamil Nadu
from the age group of 15 and above.

• The effectiveness of social media advertising and the perception about social media
advertisement over television advertisement in Tamil Nadu.

INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN VUCA WORLD – 2021

Hypotheses & Objectives of the study

• To understand the impact that social media advertising has created on

brands among consumers in Tamil Nadu.
• To study the effectiveness of social media advertising in Tamil Nadu.
• Consumers perception about social media advertisement over
television advertisement.

INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN

VUCA WORLD – 2021
Detailed Research Methodology

• SIMPLE RANDOM SAMPLING WAS USED FOR THE

STUDY.

• THE SAMPLE SIZE FOR THIS PAPER IS 30.

• THE POPULATION OF THIS STUDY ARE CONSUMERS

BASED IN TAMIL NADU OF VARIOUS AGE GROUPS.

INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN VUCA WORLD – 2021

Results of the study & Discussion
• From this study we understand that social media is used by consumers of all age groups, especially
by teens and youths as they spend over 2 hours on social media everyday. Youtube is the most
popular platform since all the 30 respondents use it actively. This is followed by Instagram and Facebook.
Instagram is more popular among respondents up to the age of 30 while most of the older generation prefers Facebook.
• Almost 44% of the respondents spend over 2 hours on social media . The results shows that everybody spends at least 30
minutes a day on social media.
• Every single respondent has come across advertisements on these platforms and the most common advertisement is of
brand promotion at 46.7% followed by advertisement for sale of products at 36.7% and product awareness at 16.7%.
• 43.3% respondents have taken action more than twice after watching an advertisement on social media . 40% has
purchased a product at least once while 16% has never taken any actions.
• 50% (majorly consisting of youths) have subscribed or are following their favorite brands. This will help brands in keeping
their loyal customers up to date with new launches.
• Majority feels that both social media advertisements and television advertisements provide the same understanding of a
product.
• 66.7% agrees that social media advertising has impacted their perception on a brand out of which 16.7% strongly agree
with statement.

INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN VUCA WORLD – 2021

Implication & Significance of the results

Since consumers spend a lot of time on social media and

advertising on these platforms have been made possible in
recent yeaars, it is important for brands to keep up with
these changes. Knowing who the customers are, what they
want, where anda how to show it to them is crucial for
brands when it comes to utilizing social media advertising
to it’s fullest.

INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN VUCA WORLD – 2021

Conclusion

The youth prefers social media advertisements over television

advertisements when it comes to gathering information before
purchase, purchasing the product and also in communicating with the
brand. Majority feels that both social media advertisements and
television advertisements provide the same understanding of a
product. Instagram is more popular among respondents up to the age
of 30 while most of the older generation prefers facebook.
Ads Targeted towards teenagers and young adults can use platforms
such as instagram over facebook.

INNOVATIVE BUSINESS PRACTICES AND SUSTAINABILITY IN VUCA WORLD – 2021