Impact of Social Media Advertisement

IMPACT OF SOCIAL MEDIA ADVERTISEMENT
TOWARDS CONSUMER'S PERCEPTION
By
Pooja Dumre
Balkumari College
TU Reg. No: 7-2-241-630-2019
Exam Roll No: 23648/19
Submitted to
Office of Dean
The Faculty of Management
Tribhuvan University
Kathmandu
In Partial Fulfillment of the Requirements for the Degree of
Bachelor of Business Administration (BBA)
Narayangarh , Chitwan
April, 2024
Student Declaration
I hereby declare that the project work entitled IMPACT OF SOCIAL MEDIA
ADVERTISEMENT TOWARDS CONSUMER'S PERCEPTION submitted to the Faculty
of Management, Tribhuvan University Kathmandu is an original piece of work under the
supervision of Mr. Bal Bahadur Thapa and is submitted in partial fulfillment of the
requirements for the degree of Bachelor of Business Administration (BBA). This project
work report has not been submitted to any other university or institution for the award of
any degree.
…………………….
Pooja Dumre
April, 2024
Certificate from the Supervisor
ACKNOWLEDGEMENT
This thesis Impact of Social Media Advertisement Towards Consumer's Perception has
been conducted to satisfy the partial requirements for the degree of Degree of Bachelor of
Business Administration (BBA), Tribhuvan University. This study is the outcome of of
determination, endeavor, superior guidance, and suggestions. I wish to acknowledge my
deep sense of gratitude to Office of Dean, Faculty of Management, Tribhuvan University
and Central Department of Management for such an opportunity to explore my ability via
thesis. First of all, I would like to express my deepest gratitude to my Research Head Dr
Guna Raj Chhetri and my supervisor Prof. Bal Bahadur Thapa, for his valuable time,
suggestion, motivation, patience as well as guiding me for preparing this report. I would
also like to express appreciation and gratitude to Head of Department Central Department
of Management Prof. Dr. Ramji Gautam, administration office and library of Central
Department of Management, past researchers and who have helped me directly and
indirectly for the completion of this thesis. In addition, my dearest friends for all their
valuable suggestion to keep up the best work. Finally, I would like to thank my parents
who morally supported, encouraged and provided time for study. My thesis would never
have been completed without their support.
Miss. Pooja Dumre

Table of Contents
CHAPTER -I: INTRODUCTION......................................................................................8
1.1 Context information.......................................................................................................8
1.2 Purpose of the study.....................................................................................................10
1.3 Significance of the study...............................................................................................11
1.4 Literature Survey.........................................................................................................11
1.4.1 Conceptual Framework............................................................................................21
1.5 Research methods used for data collection and analysis..........................................22
1.5.1 Research Design.........................................................................................................22
1.5.2 Population and Sampling..........................................................................................22
1.5.3 Data Collection and Analysis....................................................................................23
1.5.4 Sources of Data Collection........................................................................................23
1.5.4.1 Primary Sources.....................................................................................................23
1.5.5 Data analysis tools and techniques...........................................................................24
1.5.6 Limitation of the Study.............................................................................................24
CHAPTER – 2: DATA PRESENTATION AND ANALYSIS.........................................25
2.1 Respondents’ Profile.....................................................................................................25
2.2 Data Presentation.........................................................................................................28
2.2.1 Data Description........................................................................................................28
2.2.2 Description of Independent Variables.....................................................................31
2.3 Data Analysis.................................................................................................................37
2.3.1 Inferential Analysis....................................................................................................37
2.3.2 Descriptive Analysis..................................................................................................41
2.3.3 Correlation Analysis..................................................................................................42
2.3.4 Regression..................................................................................................................43
2.4 Findings and Discussions.............................................................................................45
2.4.1 Major Findings..........................................................................................................46

2.4.2 Discussion...................................................................................................................47
CHAPTER – 3: CONCLUSION AND ACTION IMPLICATION................................49
3.1 Conclusion.....................................................................................................................49
3.2 Action Implications.......................................................................................................50
REFERENCES...................................................................................................................51
APPENDICES....................................................................................................................54
CHAPTER -I: INTRODUCTION
1.1 Context information

The world is presently being transformed by technology. Communication technology has
replaced human interaction in favour of electronic communication methods. We are putting
in more effort to improve our quality and perspectives of life, as the energy that flows each
hour is stimulating us. The introduction of digital technology has transformed our lives,
and social media is playing a pivotal role in it. Social media posts on social media
platforms like Facebook, Instagram or WhatsApp have a significant impact on the
reliability of any response. The influence of using social media to promote a product or
service has become intense. The trend in marketing has shifted from door-to-door
canvassing to digitalization of marketing strategies, which brings the product closer to
consumers. The surge in Consumerism has caused the market to become fluid and cater to
the respective target markets. The process of Digital Marketing requires social media
marketing or search engine optimization to be visible, unlike an immediate solution for any
service or product.
As of January 2024, there were 5.35 billion internet users worldwide, which amounted to
66.2 percent of the global population. Of this total, 5.04 billion, or 62.3 percent of the
world's population, were social media users (statista.com). There were 15.85
million internet users in Nepal at the start of 2023, when internet penetration stood
at 51.6 percent which is a significant rise compare to the 37.7% in 2020. Nepal was home
to 12.60 million social media users in January 2023, equating to 41.0 percent of the total
population. The following data is from the website of datareportal which shows the level of
internet users in Nepal. The high growth of internet users makes Nepal as the potential
market to develop commerce through the internet.
Sharing of information through the virtual platform is what we mean by social media.
Amidst the various technology available for communication, the process has become
simpler and faster through social media. A pertinent question lingering in the minds of the
people is the reliability of the information. Nevertheless, it has crept into every walk of life
(Vasanth and Anurekha, 2021). So, the terms "Social Media" essentially alludes to the wide
scope of Internet-based and versatile administrations that permit clients to take an interest
in online trades, contributes client made substance, or join online networks. It goes about
as a method for connections among individuals where the make, share or potentially trade
data and thoughts in virtual networks and systems.
Advertising is a marketing technique that involves using marketing communication to

market and sell business products or services. The act of advertising a product, brand, or
service to entice people to buy is intended to generate interest, engagement, and sales.
Advertising in the past was restricted to traditional media such as TV, radio broadcastings,
billboards and periodicals. The swift advancement of information technologies and
services facilitates the engagement of more potential consumers. Social media's
transformation resulted in businesses having to continuously enhance their digital offerings
through new apps and ads, as it is a dominant tool for communicating.
SMM can be defined as using the social media and the networks to promote the market for
a product or service. This mode helps to maintain the existing customers and reach out to
the newer ones and promote their culture and mission. They give promotional offers to
existing customers on introduction of new customers. This enables them be capture the
market faster and in a swift manner. Social media marketing efficiently fosters
communications between customers and marketers, besides enabling activities that
enhance brand awareness (Hafez, 2021).
Digital marketing is one such technique which adopts social media to persuade and
influence the market. Digital Marketing, in a common man’s vocabulary can be explained
as any form of marketing that uses electronic devices to reach out to the consumers in
promoting or sale of the product. With more and more avenues available, online marketing
is being reached out not only through text and multimedia messages along with emails,
social media, and web-based advertising, as marketing channels that are also in vogue.
Online Marketing is complemented by the Social Media apps which has transformed the
global market scenario. Social media is a very distinct and trending marketing strategy to
establish brands in the market. This has helped the online market to increase the economics
of the industry. The dynamics of the digital marketing is deep rooted in the minds of the
consumers and we see the reflections of the same in its outcome.
Consumer perceptions are changing as social media is utilized more frequently to connect
people and enable the transfer of information (Gupta & Chopra, 2020). As information
technology has emerged, print and electronic media paradigms have shifted to social
media. Social media marketing is an entirely new method of interacting with customers.
Traditional print and internet marketing consumers have adopted an alternate social
lifestyle. The use of social media networking has been replacing written and oral mass
communication (Neupane, 2020). Social media enables people who may live in various
regions of the world to exchange thoughts, opinions, stories, and information. Nepal's most
admired social media sites are Facebook, Instagram, Viber, Twitter, YouTube, and
WhatsApp. Individual profiles and user-generated material are frequently available on
these networks. A brand can reach this enormous audience and produce large leads by
employing social media, which has 5.04 billion active users worldwide.
Effective marketing through social networking can enhance customer journeys and
experiences. It provides a seamless connection with customers at less expensive rates.
Advertisers can communicate with millions of customers at the same time thanks to this
feature. The companies can reach a larger audience and increase the recognition of their
organization by building a strong presence on websites like Facebook, Instagram, Twitter,
and LinkedIn. The outcome is that social network marketing will gain more popularity on a
global scale. It is no wonder that social media plays a significant role in promoting product
usage. The majority of customers in Nepal spend approximately 25% of their day on social
media networks, and social networking sites are being used by consumers for multiple
communication purposes. Its primary role is to maintain good perception and this explains
why it is currently the most popular promotional approach. The advantages include a large
number of users and low-cost account creation for social media platforms. By utilizing
social media, customers can directly communicate with businesses and develop their own
viewpoints. On the flip side, businesses are turning to social media as a marketing strategy
because of its popularity and newfound recognition as an advertisement channel.
Consequently, the organization communicates with clients on social media to ascertain
their thoughts.
1.2 Purpose of the study

The main purpose of this research is to understand the effects of social media marketing on
consumer perception. Some major objectives behind preparation this report is:
1. To evaluate the different dimensions of social media advertisement.
2. To analyse the impact of social media advertisement towards consumer perception.
3. To examine the elements that influences the effectiveness of social media
advertising.
1.3 Significance of the study

Social Media Marketing has emerged as one of the biggest business opportunities for the
marketers to use today. It has become impossible for the Marketers’ not to advertise or
promote their brands or products without the aid of the available social media sites. It is
suggestive of being a one-way communication with the customers, but the feedback in
terms of the returns supports the fact that these social media sites are channels of two-way
communication. Across the globe, high connectivity and reach of social media marketing
has become one of the most convenient and best medium of advertisements for all
businesses. For the organizations and corporate ventures social media has become the next
big thing, as felt by the common man.
The study aims to comprehend consumer attitudes towards social media advertising and
different aspects of advertisement. Many organizations are unaware of the benefits that
come from social media advertising. The awareness is made clear by this research. The
organization will benefit from this study to produce ads for the social media platform. The
research provides a glimpse into the way consumers perceive social media advertisements,
providing marketers and researchers with an understanding of their responses. Perception
is determined by various dimensions, including social media as a source of relevant
information, its impact on economy through advertisement, the materialistic nature of
people, how social networking alters the value and helps sustain the relevance of the
message, and whether social interaction fosters brand recall or creativity in advertising.
1.4 Literature Survey

The view on social media advertising is influenced by multiple factors, including gender
and age. The attitude towards ads has an impact on message credibility, as noted by
Muheling (1987), who conducted research on this matter before social media earnings.
Brand image and purchase may be influenced by advertisements. Through online ads,
consumers can choose from multiple options and purchase items at their convenience,
saving time, money, and effort. Advertising has consistently emphasized the economic
advantages it can provide to a potential customer. This research evaluates the variations in
economic benefits between the sites using empirical methods. The construct of economic
benefits can be measured using the following statements social media advertising improves
people’s standard of living, people needed social media advertising to support the social
media, there have been times when people have bought something because of a social
media advertisement (Pollay & Mittal 1993).
Enjoyment and pleasure promised/afforded by advertisements are important predictors for

both consumer attitude and behaviour. Web advertisements are interactive, with numerous
multimedia integrated functions that can look beautiful, enjoyable and pleasure oriented
(Watson et al., 1998).
Wang et al., (2002) conducted a study on understanding consumers attitude toward

advertising with the objective of understanding consumers perspective and examine
consumers perceptions on the values of different types of ads. Literature in advertising and
information systems suggested that advertising in both traditional media and the internet
was either easily ignored by the audience or was perceived with little valued. However,
these studied assumed that the audience was passive and failed to considered the motives
of the users. In light of this, the present study measured consumers attitudes toward
advertisements for different purposes/functions (brand building and directional) and
different media (traditional and internet-based). Literature suggests the following factors
that contribute to consumers perceptions of ads: entertainment, irritation, informativeness,
credibility, and demographic. Researchers believed that interactivity was also a factor that
contributed to consumers perceptions. By understanding consumers attitude towards
advertising, designers and marketers could better strategize their advertising designs. A
better understanding of interactivity could also help to improve the effectiveness of
interactive media such as the internet. It was concluded that the Internet and Web have the
potential to better support goal-oriented consumers, thus providing a great potential for
Internet-based directional advertising.
Escalas and Rutgers (2003) identified Multimedia, Pictures, and Content as three aspects of
online advertising that would have the most significant impact on purchase behavior. The
features of Internet advertising consist of unrestricted availability, affordable fun,
interactivity, and interaction. The seven attributes of Online Advertisement are unlimited
time and space, two-way communication with potential linkage to databases, free
sponsorship, and various forms of advertising. Web ads must be visually appealing, share
engaging content, and have a user-friendly interface.
Haghirian and Madlberger (2005) conducted a study on Consumer attitude toward
advertising via mobile devices. The analysis was based on a consumer survey. For this
purpose, a quota sample of 815 cellular phone users in Austria has been interviewed. The
results indicated that advertising value and advertising message content have the largest
impact on attitude toward advertising via mobile devices. The results showed that the
consumers’ attitude toward advertising via mobile devices and advertising valued were
strongly related to the content and the frequency of the advertising message sent via mobile
devices. Most surprisingly, consumers’ attributes (apart from the educational level) did not
play such a dominant role regarding advertising valued and attitude towards advertising via
mobile devices. As a consequence, it was mainly the advertising message itself that
influences its valued and consumers’ attitude. Hence, advertising companies were well
advised to carefully design their mobile advertising messages and also planned their
mobile advertising campaigns and target groups thoroughly.
Ayanwale, Alimi and Ayanbimipe (2005) conducted a study the influence of advertising on
consumer brand preference in Southwestern Nigeria. The proliferation of diverse food
drink brands in the country had resulted in fierce competition for a larger market shared
among operators. The manufacturers must comprehend the key factors that could draw
consumers towards their brand in a competitive market. Marketing panning and action
were based on these factors. Based on surveys of 315 food drink consumers in Lagos,
Ibadan and Ile-Ife, the researched examined how advertising influenced their preference
for Bournvita, one of the leading foods drank in Nigeria’s food and beverage industry. The
results showed a similar pattern of advertising preferences for the brand across different
age groups and genders. 38. Bournvita was the preferred choice of 73% of consumers
who rated the food drink brand as superior. Among the reasons given for preference were
its appealing advertising (42. The quality was rich (40%) and 62%). 16%. The tv
advertising was the most favoured by 71. Out of all the media used in advertising
Bournvita, 43% was surveyed. Companies must prioritize advertising to increase market
share and retain their market.
Creativity in advertising plays a crucial role in attracting the consumer to view ads. The
creativity of an advertisement is heavily influenced by divergence, as per research. He
maintains that creativity is primarily determined by artistic values, in addition to other
elements such as originality, flexibility, synthesis, extension, imagination, and fluency. The
combination of divergence and relevance in an ad will result indicate brand intentions, as
noted by Smith et al., (2007).
Al-Juhiam. (2008) in his thesis for the Degree of Doctor of Philosophy indicated that
attitude towards advertising cannot be generalised to a different demographic group. This
study examined the cultural impact on consumer perception and attitudes towards
advertising in Kuwait. A questionnaire was distributed to 520 consumers from three
different nationalities; Kuwaiti and Arabic, east Asian and Indian, western consumers from
Europe, the united stated of America (USA) and Canada. Representing three different
cultures; the Kuwaiti would signify a conservative and social culture, the eastern countries
would represent a less conservative and social culture, and the western element would
stand for a less conservative and individual culture. It was suggested that education has the
least effect on attitudes to advertising; however, the number of children in the family and
the monthly income have the strongest effect. Marital status did not occur related to any
aspects of attitude.
The advertising sector in Malaysia is a profitable venture. The industry's government

intervention has limited the content of advertisement messages. This has influenced
consumer attitudes towards advertising. It is important to recognize the factors that
contribute to their behaviour. This study seeks to determine the factors that influence
consumers' stance on advertising in a private higher education institution in Malaysia. The
study involved 263 undergraduate business students from a private university in Malaysia.
The conclusion indicates that consumers' perception of advertising is influenced by
credibility, informativeness, enjoyment, and economics, Ling (2010).
Interactive advertising can be a powerful tool for brands to engage with consumers through
social media. This exploratory research seeks to extend our knowledge and aid in
managing marketing communications efficiently by examining the role of social media in
the overall advertising and communications mix. The use of social media advertising was
analysed by qualitative focus groups consisting of consumers to determine their
preferences for engaging with brands through this channel. Research indicates that social
media advertising in a multichannel communication strategy could have measurable effects
on brand loyalty and engagement. It was conducted as exploratory research design.
Traditional media should not be obstructed by the swift and widespread expansion of social
media. This boosts communications and gives the brand credibility in an online world,
from a consumer's perspective, Bond, Ferraro &Luxton (2010).
Naido (2011) aimed to examine the effectiveness of social media advertisement in Gauteng
and concentrated on Facebook. According to the author, social media marketing utilizes the
social aspect of the web and can communicate and engage with consumers in a more
personalized manner than traditional marketing. According to the study, the effectiveness
of advertisements is influenced by brand commitment, brand attitude, image, and customer
engagement. Additionally, the article discusses products that have established market
share.
Mandiberg (2012) acknowledged that social media marketing is based on web based media
sites and these contribute to the various marketing tools, informing the people about the
personality of the brand or product. Social media marketing thrives on the creative content
that will attract huge customers and create an impact on their decision making and
purchasing protocols.
Bhatt and Bhatt, 2012, found that website security is more important to occasional buyers
than to regular consumers, who are more concerned about the ease and quality of website
services. The study examined the influences on online shopping by utilizing statistical
techniques such as ANOVA and regression analysis. The paper identifies the ease and
security of purchasing online as three primary factors that impact consumer perceptions.
Thus, companies utilizing these three aspects can generate more clicks. Furthermore, the
10 paper has established that these variables are connected to the different consumer
groups classified as trial, occasional, frequent, and regular (based on their frequency of
purchase).
Vij and Sharma (2013) reported on the social media experience of consumers and
marketers in Punjab. The paper outlined the measures for effective Social Media Marketing
strategies, which were founded on the findings of the study and reviewed literature,
emphasizing the importance of engaging, informative, interactive, and reliable social
media marketing content. Social media marketing should be adapted by marketers to keep
up with customer preferences. The organization should define its target audience, use
social media to communicate with prospects, build customer loyalty, and more. Through
social media, consumers can access authentic interactivity between parties and use the
platform to locate a brand or product without an outlet or support system. The provision of
social media facilities by organizations is likely to foster a happy and long-lasting
relationship, which may lead to the growth of their brand.
The attitudes of customers towards social media are different from those of traditional
advertising, as per the research conducted . While social media campaigns are effective in
promoting brands, they also serve as a source of motivation for customers to purchase from
them on their own. Social media platforms do not seem to be associated with a strong
correlation between brand awareness and preference. Various statistical techniques,
including the frequency distribution, Chi-square test and arithmetic mean, were used to
analyse the data. This study sought to determine consumer attitudes towards social media
advertising, Shrimali, Motwani and Agarwal (2014).
A participatory culture has emerged on social media, where users interact with others to
share information, monitor updates, and express their requests for opinions and ratings on
products, services, or activities. Consumers rely on social media to make informed
purchases and understand complex purchasing patterns Ashman, Solomon, and Wolny
(2015).
Haida and Rahim (2015) studied and proposed a model of social media advertising which
suggested that being informative is a predictor for both product awareness and advertising
value while irritation caused due to unwanted social media advertising creates negative
impact towards product awareness previous study by Yaakop et al. (2012) suggested the
various factors that influence consumers attitude towards advertising on Facebook as
perceived interactivity, advertising avoidance and privacy.
Dehghani & Tumer (2015) examined the effectiveness of social media on Facebook
advertisements in enhancing consumers' purchasing intention in 2013. Data were gathered
from 320 students from Cypriot Universities and analysed by the parametric statistical
method of t-test and the non-parametric Friedman test. The study's results showed that
Facebook advertising significantly affected brand image and equity.
Daroch (2017) in his study found that the marketers are utilizing various tactics to appeal
to their customers. Marketers can use social media advertising to influence their customers
and identify their demographics by displaying ads on it. This study seeks to determine how
customers feel about the advertisements and promotions being used by companies on
various social media platforms. This paper investigates the different factors that influence
the way customers perceive social media advertising. The study reveals that ads frequently
attract users, who then tend to purchase necessary products even when they are not in need
of them.
The study examined customer behaviour in social media marketing and found that the data
was able to satisfy all objectives. The use of social media by a large number of people has
made it incredibly effective in marketing, as it is linked to consumer behaviour. All
organizations are positioning themselves in virtual spaces to serve customers efficiently.
Social media is a speedy and economical means of disseminating important information,
Singh (2018).
A study was conducted to identify and evaluate the primary factors related to social media
advertising that could impact consumer purchase intentions by examining the effects of
social-media advertising features. Social media is becoming a more popular platform for
marketing and advertising activities. The use of social media for advertising has incurred
significant costs, time, and resources. It is always a challenge to design social media
advertising that will attract customers and encourage them to buy their brands. This
conceptual model was based on three elements: interactivity, formativeness, and perceived
relevance. It used a questionnaire survey. So, it attributed the validity of this model to the
key results of structural equation modelling, Alalwan (2018
Bhuvanesh et al., (2018) identified the influence of social media on consumer buying
behaviour. Data were gathered from 265 students undergoing the postgraduate program. A
descriptive research study was used to analyse by Tam model. The result revealed a
significant relationship between perceived usefulness, value, and risk. All three dimensions
were significantly influenced by purchase intention.
Padival et al., (2019) examined the perception toward social media advertisements. Data
were gathered from 217 respondents from the semi-urban city of Karnataka State, South
India. Data were analysed by structural equation modelling. They found that the two
dimensions, creativity and informativeness, significantly influenced consumers' perception
of social media advertisements.
Isaas & Falcao (2020) utilized an online survey to gather 406 individuals for their cross-
sectional study. Based on their perception of formativeness and entertainment, and
formativity and interactivity, consumers evaluate the value of advertising on social media
and search engines, respectively. Additionally, social networks prioritize perceived
credibility over other factors and perceive irritation in two different ways. Various media
platforms have different approaches to mediating the perceived value of determinants and
attitude. By highlighting the effectiveness factors of online advertising, this study
illustrates how media can influence the consumer's reaction to advertising. It also provides
important information about how companies should change their advertising messages to
fit consumers' online expectations.
The use of social media is a means of advertising to reach vast audiences, while also
creating engaging and visually appealing products that can appeal to potential customers
and spreading information globally. Social media is now a crucial marketing tool for every
company, thanks to its broad reach and economic benefit. Based on their understanding
and perception of social media advertisements and the relationship between social
networking platforms and consumer behaviour, a sample of 100 individuals was used in
this study. A t-test and Chi-square analysis revealed that there was no connection between
gender and customer attitude, but respondents relied on internet advertising to make
product purchases. in Consumer's Perspective: Social Media Advertising (2020) Naik.
Social media facilitates content sharing, collaborations, and interactions. These social
media platforms and applications exist in various forms such as social bookmarking,
rating, video, pictures, podcasts, wikis, microblogging, social blogs, and weblogs. Social
networkers, governmental organizations, and business firms are using social media to
communicate, with its use increasing tremendously.
Cheung et al., (2021). Governmental organizations and business firms use social media for
marketing and advertising. Integrated marketing activities can be performed with less cost
and effort due to the seamless interactions and communication among consumer partners,
events, media, digital services, and retailers via social media (Tafesse and Wien) in 2018.
Murtaza (2021) examined the impact of social media marketing on consumer buying
behaviour. The study revealed social media was being used to effectively market products
and services and attract a broad audience. The result explained that social media's
accessibility and transparency have changed how consumers present with a new marketing
mindset.
Upadhyay (2021) researched to identify factors influencing brand loyalty and entertaining
social media advertisement. Data were gathered from 90 respondents. The study utilized
both descriptive research designs. In the views of consumers, best social media is
Facebook rather than Instagram, and Messengers most liked advertisement is Coke due to
its entertaining advertisement in social media.
Hu & Zhu (2022) investigated how social media usage influences users' purchase intention
on social commerce websites. The study considered a survey research design that identified
the roles and responsibilities of social media marketing buying intention on social
commerce websites in a culturally diversified environment. The data were gathered from
2,058 international students from 135 countries and analysed using structural equation
modelling. The cultural distance was found to attenuate the effects of social media usage
on cultural intelligence.
Ebrahimi et al., (2022) endeavoured to illustrate how social network marketing (SNM)
could impact consumers' purchasing decisions (CPB). The study collected 475 responses
through convenience sample procedures. The study found that all aspects of social network
marketing, such as entertainment, personalization, engagement, Word of Mouth, and trend,
had a significant impact on Facebook Marketplace's customer purchase behaviour (CPB).
Sawaengha (2022) in Bangkok, Thailand was to examine the links between online
purchase intent and consumer attitudes towards social media advertising, technical
acceptability, and behaviour theory. A quantitative online survey was used to answer the
study questions and objectives. 400 people responded. The data was analysed through
PLS-SEM. The research found significant associations among five factors. This study will
aid businesses and digital marketers in comprehending how social media advertising
impacts their customers.
Sharma et al., (2022) in his study titled investigating the effect of advertising irritation on
digital advertising effectiveness. The rise of mobile phone usage has led marketers to focus
more on delivering relevant messages through digital advertising. Despite this, the surge in
digital advertising exposes consumers to an overabundance of ads, leading to frustration
and doubts about the effectiveness of advertising as a whole. This study utilized the S-O-R
framework and the advertising value model to explore how digital ads' value affects
consumers' attitudes towards advertising and purchase intent at different levels of irritation.
To test the conceptual model, 272 university students were gathered and tested using a
multi-analytic approach that combined necessary condition analysis (NCA) and partial
least squares structural equation modelling. The findings indicate that advertising value has
a greater impact on purchasing intent than consumer attitudes, and irritation with
advertising is primarily negative, leading to fewer effective campaigns. NCA results
indicate that a predictor is needed to some extent. These findings have the potential to
enhance digital advertising effectiveness for advertisers.
The significance of environmental concerns in the modern commercial environment has

grown. Many governments are concerned about environmental concerns. Companies are
presently more concerned with ensuring sustainable development without adverse effects
on the environment. The practice of promoting and selling goods and services as beneficial
to the natural environment is known as "green marketing". The product or service can
either be deemed environmentally friendly, or the manufacturing process, packaging, and
marketing can be made eco-friendly. Both consumers and manufacturers have recently
raised concerns about the environmental impact of products. The focus of consumers and
manufacturers is shifting towards low-power electrical equipment, lead free paint or
organic foods as examples of environmentally friendly products. Moreover, marketers are
increasingly conscious of the value of green marketing. While there are many studies on
global green marketing trends, there is a lack of academic research on consumer perception
and preferences in India. Along with a concise overview of environmental issues, this
study investigates consumer green principles, environmental awareness, eco-friendly
practices, and sustainable products. This article utilizes a planned questionnaire to
highlight consumer opinions on green marketing tactics and products. A survey was
conducted with 702 individuals as the lead. Eco marketing tactics and products were highly
regarded by customers. These individuals also had high values of the environment. Due to
the significant perceived environmental impact among customers, green product marketers
can benefit from research and develop marketing communication strategies to promote
their products Reddy et al., (2023).
The main objective of this paper was to determine the degree of impact of advertising on
social media on the formation of customer purchase intention, targeting the Algerian
Internet population as the study sample. The choice of e-commerce as the study subject
was motivated by its widespread use by the local population. To achieve the study's
objectives, a descriptive qualitative approach was used; taking a convenience sample of
154 Algerian internet users, who use different social platforms, such as Facebook,
Instagram, TikTok ... Analyses of the results obtained will be carried out using SPSS22
software. The results of this study show that advertising on social media has a positive
impact on the formation of purchase intention Chibani et al., (2024).
The objective of Srivastava (2024) was to study the efficacy of social media advertising
towards consumer buying behaviour in global context. Advertising is the process of
conveying a message about goods and services to entice shopper interest in terms of its
characteristics, novelty, cost, price, offer, benefits, or value, ultimately leading to purchase.
The use of various media, such as TV, print, radio, online platforms like YouTube or
Facebook to advertise a product, emphasizes the benefits that it offers to consumers. It is a
crucial element in marketing. This study aimed to determine the effectiveness of consumer
habits in the purchase of cosmetic products in Lucknow city. The study is chosen in the
city of Lucknow for its female respondents.
1.4.1 Conceptual Framework

A conceptual framework in research refers to a theoretical structure that guides the
research process by providing a coherent and logical explanation of the relationships
among variables or concepts under investigation. It is essentially a set of interconnected
ideas or concepts that serve as the foundation for designing a study, collecting and
analysing data, and interpreting the findings. Conceptual frameworks play a crucial role in
research by providing researchers with a roadmap for organizing their thoughts, identifying
relevant variables, and developing hypotheses. It also helps researchers to contextualize
their findings within existing theories and literature, thereby contributing to the
advancement of knowledge in their field.
Figure 1.1: Conceptual Framework.

Frequency
Comments
Informative
Recall Product
Consumer's Perception
Brand Image
Materialistic
Disruptive Gender
Age
Social Image Education
Income
Occupation
Source; Journal of business and social science research, 1(1), 111-128
1.5 Research methods used for data collection and analysis

Research methodology refers to the systematic process followed by researchers to conduct
a study or investigation. It outlines the techniques, procedures, and strategies used to gather
data, analyse information, and draw conclusions in a structured and organized manner.
Research methodology is essential for ensuring the reliability, validity, and rigor of the
research findings. research methodology provides a systematic framework for conducting
research, ensuring that the study is well-designed, executed, and contributes meaningfully
to the existing body of knowledge in the field.
1.5.1 Research Design

A research design is a methodical, well-organized procedure utilized by a researcher for
conducting research. It is the plan structure and also a blueprint for conducting research.
The study was conducted using a quantitative research method based on the survey. A
descriptive research approach was used to achieve the research aims. The study's
populations were consumers located in various parts of Nepal and Nepalese abroad too.
The research sample contained 61 consumers from various places by purposive sampling
method as questionnaire was shared on social media and interested people filled the
Google Form.
1.5.2 Population and Sampling
Population is the broader group of people to whom you intend to generalize the results of
your study. Sample is the group of individuals who actually participate in your study.
These are the individuals who you end up interviewing (e.g. in a qualitative study) or who
actually complete your survey (e.g. in a quantitative study). The population of this research
includes all the consumers that use social media platforms. Sampling is the method of
selecting a few from the total populations. Since, this research is for academic purpose
voluntary sampling techniques was used for the samples collection.
Sekaran and Bougie (2016) defined a sample higher than 30 and lower than 500 as
sufficient for the research. Though, Cooper and Schindler (2014) also recommended
sample size of at least 385 for the study to be adequate for analysis. With limited time it
was hard to collect data from 385 respondents. Data were entered in the statistical package
for the social sciences (SPSS 27) and descriptive statistical approach was utilized to
analyse data. The sample size of my study is 61 respondents.
1.5.3 Data Collection and Analysis

The data was collected by using the survey method. This research was based on primary
data set which was collected through the distribution of Structured Questionnaire through
Google forms. It contains a rigid set of questions and the respondents were asked to answer
the question. Data were collected using survey Questionnaire. The data collection is free
from biasness and the data are not modified in anyways, the data are exactly presented as
per the responses of the respondents.
Demographic questions included elements like gender, age-group, education level,

occupation and income level. Data were gathered by a structured questionnaire called five-
point Likert Scales designating "5 – strongly agree" to "1 – strongly disagree" equipped in
Google Forms. The Likert scale questions were related to know the respondents opinions
towards various factors of social media advertisement like their opinion on informative,
social, economic and other roles of advertisement.
1.5.4 Sources of Data Collection
1.5.4.1 Primary Sources

Primary data i.e. first-hand data was collected directly from the respondents as this method
is considered to be more trustworthy and more valid than other source of data. For the
primary data the structured questionnaire which was developed for this study was filled on
the basis of the response given by the selected respondents. Basically, self-administered
and researcher administered technique were used to explain the questionnaire to the
respondents and to fill up the questionnaire correctly.
1.5.5 Data analysis tools and techniques

The data from the questionnaire was carefully entered in the data sheet in the computer
using SPSS software. Through these tools inferential and descriptive analysis was done.
Similarly, software like Excel was also used in order to analyse and make the findings
presentable. The information was broken down further according to the prerequisite of the
research. Illustrative just as inferential analysis has been utilized for dissecting data. Chi-
Square test have been used to carry out for inferential analysis. In the same way, central
tendency, frequency table have been used for descriptive analysis. Similarly, correlation
and regression is also studied for studying the direction and impact between variables.
1.5.6 Limitation of the Study

Limitations in research refer to factors that may affect the validity or generalizability of the
findings. These limitations can arise from various sources and can impact different aspects
of the research process. This research does not consider the dimensions like celebrity
endorsement, creditability of information, Entertainment etc. This study was based on
primary data taken from a questionnaire method. The sample size selected for this research
is only 61. Since, the sample size is small to carry out research as one; statistical tests
might not entirely be able to identify significant relationships with the data set.
These limitations have been acknowledged and I have tried to address these limitations
transparently in this research reports to provide a clear understanding of the scope and
potential implications of my findings.
CHAPTER – 2: DATA PRESENTATION AND ANALYSIS
This chapter deals with the presentation and analysis of data collected from the research
questionnaire. The main purpose of this chapter is to analyse the data and convert them
into meaningful information.
2.1 Respondents’ Profile

For the purpose of the research, questionnaire was filled by 61 respondents using social
media from various locations of different gender, age groups and backgrounds.
a. Gender Distribution
Both male and female responses were covered in this study. According to the pie chart
below, male (32) made up the majority of respondents while female (29) made up the rest.
Fig 2.1: Pie chart showing gender of respondents
Gender of the respondent
Female
29
32 Male
(Sourc
e: Direct field survey, 2024)
So, we can see that male consisted of 52.5% total respondent while the female constituted
of 47.5%. It shows that the number of males was more in our study.
b) Age of Respondents
Fig. 2.2 shows the distribution of 61 respondents into various groups on the basis of their
age. Respondents from the age group 20-30 have higher frequency than others i.e.46, 6 of
the respondents are below 20, 5 are from the group 31-40. Similarly, 2 of the respondents
are above the age of 50 and the remaining 1 is from the 41–50 age group. Age group
from20-25 shows more weightage than others.
Fig 2.2: Pie chart showing age of Respondents
Age of Respondents
1
2 6 Below 20
5
20-30
31-40
41-50
Above 50
47
We can see that 77.04% of respondent are from the 20 to 30 age group categories while
only 1.63 of the respondents fall in the 41 to 50 group.
c. Education Level of Respondents
Fig 2.3: Pie chart showing education level of respondents
Education Level of Respondents
5 3
Secondary Level or below
13
Higher Secondary Level (+2)
Bachelor Degree
Masters Degree or above
40
(Source: Direct field survey, 2024)

According to the survey of total of 61 respondents, figure 2.3 shows that most of the
respondents i.e. 65.6% had completed their Bachelors level followed by 21.3% of the total
respondents having completed their higher secondary level or +2. 8.2% of the total
respondents had completed their Master and above while the respondents who have
completed their secondary level or schooling comprised of only 4.9%.
d. Occupation of the respondent
Fig 2.4: Pie chart showing occupation of the respondents.
Occupation of the respondents
1
7
Public/Government Job
Private Job
8
Self Employed
Student
45
The above figure 2.4 shows the distribution of occupation of the 61 respondents. The
highest number of respondents i.e. 73.8% were students. The second highest are the self-
employed with 13.1% of the total respondents followed by Private Job holders at 11.5%.
1.6 % on the other hand, the least number of respondents i.e. a single respondent was
engaged in some public or government job.
e. Monthly income of the respondent

Fig 2.4: Pie chart showing monthly income of the respondent.
Monthly income of the respondent
6
9 Below 25000
25000 to 40000
41000 to 100000
2 Above 100000
44

As per the figure 2.4, the income level of 72.1% of the respondents was less than Rs.
25,000 per month which is the highest portion. Likewise, 3.3 % of the respondents have
indicated that their income lies between Rs.25,000 to Rs. 40,000. Similarly, 14.8% of the
respondents said that their income level lies between Rs. 40,000 to Rs. 100000 followed by
9.8% of the respondents have indicated that their income is above Rs. 100,000. The income
level suggested is the monthly income which represents both the family and personal
income. For instance, students might have quoted their own pocket money or family
income.
2.2 Data Presentation

This section concerned with the results of questionnaire survey conducted among the
individual students. This section consists the data presentation and analysis of various
respondents.
2.2.1 Data Description

Descriptive analysis is an important phase in data exploration. It involves summarizing and
describing the primary properties of a dataset. It provides vital insights into the data's
frequency distribution, central tendency, dispersion, and identifying position.
a. Analysis of social media use patterns by length of use
Table 2.1: Distribution by Length of use of social media.
Length of Use Frequency Percentage

Less than a year 0 0%
1 to 3 years 5 8.2%
4 to 6 years 8 13.11%
More than 6 years 48 78.69%
Total 61 100%
Table 2.1 represents the length of use of Facebook by the respondents. As per the survey, it
was found that 78.69 % i.e. 48 respondents have been using various social sites for more
than 6 years. This indicates that most of respondents have been using social medias since
long. Similarly, 13.11% of the total respondents have indicated that they have been using
social medias for 4 to 6 years till date followed by 8.2% of the respondents indicating that
they were on social media for 1 to 3 years only. However, there were none of the
respondents who had been using social media for less than a year. This data indicates that
use of Facebook has been there since long among most of the respondents.
b. Analysis of social media use patterns by duration of use per day.

Table 2.2: Distribution by time spent on social medias per day
Time spent per day Frequency Percentage
Less than 1 hour 3 4.9%
1 to 3 hours 23 37.7%
4 to 6 hours 26 42.6%
6 to 8 hours 7 11.5%
More than 8 hours 2 3.3%
Total 61 100.0%
The time spent on Facebook per day has been represented in the above Table 2.2. 42.6% of
the respondents spent 4 to 6 hours per day on social media. Similarly, 37.7% of the
respondents were found to be using social media for 1 to 3 hours. 11.5% used social media
for 6 to 8 hours whereas 4.9% of the total respondents indicate that they used social media
for less than 1 hour daily, while 3.3% were found to be using it for more than 8 hours or
more. The data shows that the majority of the time spent is 4 to 6 hours every day while
only handful of respondents used social media for 8 hours and more. The time spent per
day considers the time spent on Facebook for social interaction, games, postings as well as
viewing of various user generated materials published in the Facebook.
c. Analysis of encounter of marketing activities from brands on social media.

The data represented in the table 4.2 below shows that 22.95% of the total respondents
always come across various the marketing activities from brands on social media while it
was 32.79% for respondents saying often. This indicates the increasing number of social
media advertisements being used by the brands which is able to reach a significant number
of audiences. Similarly, equal percentage of respondent i.e. 6.56% said that they rarely or
never come across such advertisements. However, only 31.15% of the total respondents
indicated that they sometimes came across the marketing activities from brands on social
media.
Table 2.3: Distribution by encounter of marketing activities on social media.
Frequency of encounter Frequency Percentage
Always 14 22.95%
Often 20 32.79%
Sometimes 19 31.15%
Rarely 4 6.56%
Never 4 6.56%
Total 61 100.00%
d. Analysis by search for products information on social medias before purchase.
Table 2.4: Distribution by search of product information on social media.
Search for information Frequency Percentage

Yes 49 80.3%
No 4 6.6%
Maybe 8 13.1%
Total 61 100.00%
Whether the respondents search for product related information on social medias before
they purchase a product has been presented in Table 2.4. Among 61 respondents of the
survey, a whopping number of 80.3% admitted to searching for information before
purchase on social medias. 13.1% said they said that they didn’t always search for the
product and opted for maybe, while only a handful i.e. 6.6% did not search for any
information on social media. This shows that the social medias are the first choice of
information source for customers. So, company’s presence can highly affect the consumer
perception of their brands.
e. Analysis by impact of social media marketing on perception.

Table 2.5: Distribution by Level of impact on perception.
Level of impact in perception Frequency Percentage

Always 14 22.95%
Often 19 31.15%
Sometimes 26 42.62%
Never 2 3.28%
Total 61 100.00%
Above table 2.5 represents the level of impact of the social media marketing activities
impact on respondents’ perception about the brands and their purchase behaviours. Almost
all of the respondents i.e. 96.72% of the total respondents agreed that they are influenced
by companies’ social media marketing activities which ultimately affects purchase
intentions and perception. 22.95% of the respondent said that they are always influenced
by the social media marketing while 31.15% reported it to be often. 42.62% of the
respondents agreed that their perception is impacted by SMM. Only 3.28% had no impact
of social media on their perception about any products. This data shows that the impact is
high and is increasing even more.
2.2.2 Description of Independent Variables
The calculated composite score was 3.28. It was taken from the average of all 8
dimensions under study. It will be used for comparison.
a. Impact of frequency of social media advertisement.
Table 2.6: Analysis of social media advertisement on perception.
Strongly
Disagre Strongly Std.
Statements e Disagree Neutral Agree Agree Mean Deviation
The frequent
number of ads on
social media has
influence on my
product purchase. 6 4 25 19 7 3.28 1.08
The more
advertisement
appears on my
social media, more
it gets my
attention and
interest. 6 11 21 14 9 3.15 1.18
The frequent
appearance of ads
about the product
makes me hate it. 4 14 16 16 11 3.26 1.20
Table 2.6 shows the responses of 61 respondents based on the three statements to show
how the frequency of social media advertisement impact their perception. The responses
on first statement i.e. The frequent number of ads on social media has influence on my
product purchase, the mean score 3.28 and standard deviation of 1.08. In comparison with
the composite score of 3.28, we can say that most of the respondents agree to the
statement.
Similarly, according to the response on second statement i.e. The more advertisement
appears on my social media, more it gets my attention and interest, It has a standard
deviation of 1.18. With a mean of 3.15, we can say that most of the respondents do not
agree with the statement. Also, by analysing the third statement i.e. The frequent
appearance of ads about the product makes me hate it, has a mean of 3.26, slightly less
than 3.28 and standard deviation of 1.2. So, we can say that the number of respondents
disagreeing is slightly greater than those agreeing to the statement.
b. Impact of brand image of product.

The table 2.7 below shows the impact of brand image on consumer perceptions. The first
statement, I view social media advertisements of only branded products is not much
accepted by the respondents as its mean is 2.59 i.e. very low compared to composite score
of 3.28. It has a standard deviation of 1.14. The second statement (My perception of brand
has changed with respect to its social media marketing efforts.) is also not accepted by
majority of the respondents as its mean is 3.16 and standard deviation of 1.11.
However, the last statement, social media has become an effective platform to enhance
brand image of products is accepted by the majority of respondents i.e. 45 of them
agreeing to it. Its mean is 3.85, much higher than 3.28 and has standard deviation of 1.3.
Table 2.7: Analysis of brand image of products.
Std.
Strongly Strongly Deviatio
Statements Disagree Disagree Neutral Agree Agree Mean n
I view social media
advertisements of
only branded
products. 9 25 14 8 5 2.59 1.14
My perception of
brand has changed
with respect to its
social media
marketing efforts. 6 9 21 19 6 3.16 1.11
Social media has
become an effective
platform to enhance
brand image of
Products. 6 5 5 21 24 3.85 1.30
c. Impacts of comments and recommendations.

Table 2.8: Analysis of comments and recommendations on products.
Strongly Strongly
Statements Disagree Disagree Neutral Agree Agree Mean Std. Dev
I trust on social
media comments
and
recommendation
than other media. 7 16 17 13 8 2.98 1.22
I am able to seek out
related information
from products from
comments on social
media. 5 9 14 26 7 3.34 1.12
Social media
marketing like
comments influence
me to try new
brands. 5 11 14 20 11 3.34 1.21
The average ranking for all the statements related to Facebook comments and
recommendations has been presented in the table 2.8. The first statement I trust on social
media comments and recommendation than other media, has a mean of 2.98 and 1.22
standard deviation. It shows that more people are on the neutral sides rather than agree pr
disagree. As for the second statement; I am able to seek out related information from
products from comments on social media, majority agree as its mean is 3.34 and standard
deviation of 1.12. So, the mean is higher than the composite mean of 3.28 for the third
statement also which states that; Social media marketing like comments influence me to try
new brands, with standard deviation of 1.21. As per the average mean, the respondents
agree that the comments and recommendations have greater influence on them.
d. Impact of information on perception.
Table 2.9: Analysis of new information on the consumer perception.

Strongly Strongly
Social media
advertisement keeps
me up to date about
product and service 4 7 11 21 18 3.69 1.21
Social media is a
valuable source of
information about
latest fashion 7 4 8 20 22 3.75 1.33
I often visit a website
of a product after
being exposed to an
ad on social media 6 13 11 20 11 3.28 1.27
Table 2.9 shows the responses of 61 respondents based on the three statements to show
how they view social media advertisement on the basis of information it provides. All the
statements depict the agreement of respondents. The lowest average is on third statement
which is also equal to the composite mean. So, we can say that majority of the respondents
believe that social media advertisement keeps them up to date about product and service
and it being the source of information about latest fashion. Similarly, the third statement; I
often visit a website of a product after being exposed to an ad on social media is also
agreed by the majority of respondents. The standard deviation for the first, second and
third statement is 1.21, 1.33 and 1.27 respectively.
e. Impact of social media on recalling brand.

The Table 2.10 below represents the various views of the 61 respondents on impact of
social media on recalling brand based on three statements. The first statement; It is easier
for me to recall the brands, has an average value of 3.41 and standard deviation of 1.17
which means that majority of the respondents agree with this statement. Similarly, the
second statement states that: I notice the good and bad aspect of advertisement. Its mean is
3.67 and standard deviation is 1.17. Likewise, the third statement; Social media
advertisements reminds me of my requirement, has an average value of 3.36 which is also
higher than the composite mean. Its standard deviation is 1.16. So based on the table below
we can conclude that social media plays a vital role in recalling the brands among the
consumers
Table 2.10: Analysis of social media on recalling brands.

Strongly Strongly
It is easier for me to
recall the brands. 5 8 16 21 11 3.41 1.17
I notice the good and
bad aspect of
advertisement. 2 10 12 19 18 3.67 1.17
Social media
advertisements
remind me of my
requirement. 3 12 18 16 12 3.36 1.16
f. Impact of social media on making people materialistic.
Table 2.11: Analysis of social media on making people materialistic.
Strongly Strongly
Social media
advertisement make
you buy the things
you do not really
need. 7 14 14 20 6 3.07 1.20
Social media
frequently shows the
product you do not
need. 8 6 21 18 8 3.20 1.20
Social media
advertisement is
making us interested
in owning things. 8 6 15 19 13 3.38 1.29
Table 2.11 above discusses about the role of social media in materialistic behaviour. This
statement has been discussed in three statements. Social media advertisement make you
buy the things you do not really need, is the first statement with mean 3.07 and standard
deviation of 1.2 which shows that majority of the respondents do not agree with the
statement. The second statement is also not supported by the majority as its mean is 3.2
and has a standard deviation of 1.2. So, we can say that social media frequently shows the
product you do not need, is not supported according to the respondents. But the third
statement; social media advertisement is making us interested in owning things, has been
supported by the majority of respondents as the mean is above 3.28 i.e. 3.38. The standard
deviation for the third statement was 1.29. To sum up we can say that respondents do not
believe social media is making people materialistic but they are interested in owning things
which has presented a conflicting result from the third statement.
g. Impact of social media on value disruption.

Table 2.12: Analysis of social media as value disrupter.
Strongly Strongly
Social media takes
advantage of
children. 6 14 12 15 14 3.28 1.32
Social media ad leads
children to make
unreasonable
product demand. 6 12 7 16 20 3.52 1.39
There is sexuality
content in the
advertisement. 11 10 18 11 11 3.02 1.35
The role of social media in the disruption of values in society has been presented in the
table 2.12 above. The three statement discuss how social media advertisement is affecting
the people (esp. Children). Social media takes advantage of children is the first statement
which is supported by the majority of respondents as its mean is 3.28 and has standard
deviation of 1.32. The second statement is supported by more respondents as its mean is
3.52 and standard deviation is 1.39. Most of the respondents strongly believe that social
media ad leads children to make unreasonable product demand. Similarly, the third
statement; There is sexuality content in the advertisement, seems to be not supported by
majority of the respondent as its mean is 3.02 and standard deviation is 1.35. But we can
see that most people voted for neutral. So, this statement cannot be clearly concluded. To
sum up, we can say that brands are targeting the children which causes demands for
unreasonable products.
h. Social media role on maintaining social role and image.

Table 2.13: Analysis of social media to maintain social role and image.
Strongly Strongly
From social media
advertisement I learn
what is in fashion
and what I should
buy for keeping a
good social image. 4 15 12 18 12 3.31 1.23
Social media
advertisements tell
me what people like
myself are buying
and using. 6 14 14 20 7 3.13 1.19
Social media
advertisement helps
me know which
products will or will
not reflect the sort
of person I am. 9 19 12 16 5 2.82 1.22
Table 2.13 as presented above presents responses of 61 respondents based on the three
statements, whether social media advertisement from brands helps in maintaining social
image or not. The first statement; From social media advertisement I learn what is in
fashion and what I should buy for keeping a good social image has a mean score of 3.31
which indicates that majority of the people agree with this statement. It has a standard
deviation of 1.23. Similarly, the second statement; Social media advertisements tell me
what people like myself are buying and using has a mean of 3.13 so majority of the people
do not support this statement while its standard deviation is also 1.19. The most disagreed
statement is the third statement that states; Social media advertisement helps me know
which products will or will not reflect the sort of person I am. It has a mean of 2.82 and
standard deviation of 1.22. So, we can say that respondent do not believe on social media
advertisement to know the sort of person they are. It is only helpful in knowing what is in
fashion.
2.3 Data Analysis
2.3.1 Inferential Analysis

Inferential statistics is a branch of statistics that makes the use of various analytical tools to
draw inferences about the population data from findings of sample data. Chi-square
analysis has been used in the study to know the impact of SMM on the perception of
people.
a. Gender and impact of social media marketing on perception.

Table 2.14: Association between Gender and impact of social media marketing.
Impact of Social Media Marketing
Gender Total
Always Often Sometimes Never
10 11 8 0 29
Female
34.5% 37.9% 27.6% 0.0% 100%
4 8 18 2 32
Male
12.5% 25.0% 56.3% 6.3% 100%
Other N/A N/A N/A N/A N/A
14 19 26 2 61
Total
23.0% 31.1% 42.6% 3.3% 100.0%
Pearson Chi-Square = 8.765 P-value = 0.033
The above table 2.14 represents the relation between impact of marketing activities on
perception of the respondents. We can see that 42.6% of the respondents are sometimes
influenced by the social media. This number is higher in male at 56.3% while almost half
at 27.6% in female. But all female agreed that they are influenced while 6.3% of total male
respondent said they are never influenced by SMM activities. Only 3.3% of the respondent
are not affected by social media while the remaining are affected at various levels.
To test the association, Chi-square test has been done. The Chi-square value is 8.765 and
the p-value is 0.033 which is smaller than the significance value of 0.05. Therefore, we can
say that there is significant association between gender and impact of social media
marketing on perception of respondents.
b. Age and impact of social media marketing on perception.

Table 2.15: Association between Age and impact of social media marketing.
Age Total
1 3 2 0 6
Below 20
16.7% 50.0% 33.3% 0.0% 100%
20 to 30 12 15 19 1 47
25.5% 31.9% 40.4% 2.1% 100%
1 1 3 0 5
31 to 40
20.0% 20.0% 60.0% 0.0% 100.0%
0 0 1 0 1
41 to 50
0.0% 0.0% 100.0% 0.0% 100.0%
0 0 1 1 2
Above 50
0.0% 0.0% 50.0% 50.0% 100.0%
14 19 26 2 61
Total
23.0% 31.1% 42.6% 3.3% 100.0%
Pearson Chi-Square = 18.0 P-value = 0.116
The table 2.15 represents the association between the respondents of five different age
groups and level of impact of SMM on their perception. The respondents who lie in all
different age group sometimes do get influenced by the marketing efforts of any kind on
social media. The respondents of first two age group are mostly influenced by the social
media. We have respondents who are mostly of age 20 to 30, so this may somehow affect
the result.
Chi-square test has been carried out to statistically test this association. The Chi-Square
value is 18 and the P-value is 0.116 which is more than the significance value of 0.05. So,
we can say that there is no significant association between age group and impact of social
media marketing on perception of respondents. This means age group does not affect the
perception of respondents.
c. Education and impact of social media marketing on perception.

Table 2.16: Association between Education and impact of social media marketing.
Education Level Total
0 1 1 1 3
Secondary Level
33.3
or below
0.0% 33.3% 33.3% % 100%
Higher 6 3 4 0 13
Secondary Level
(+2) 46.2% 23.1% 30.8% 0.0% 100%
7 14 18 1 40
Bachelor Degree
17.5% 35.0% 45.0% 2.5% 100.0%
Master’s Degree 1 1 3 0 5
or above 20.0% 20.0% 60.0% 0.0% 100.0%
Total 14 19 26 2 61
23.0% 31.1% 42.6% 3.3% 100.0%
Pearson Chi-Square =14.767 P-value = 0.098
The above table 2.16 represents that the most of the respondents despite their education
have indicated that they are influenced SMM efforts from the brands. Only 2 out of 61
respondents say that they are never influenced by SMM activities and it does not impact
their perception of any brands. The Chi-square value for testing this association is 14.767
and the P-value is 0.098 which is greater than 0.05. Thus, we can conclude that there is no
significant association between the education level and its impact on the perception of
respondents. This means that level of education does not affect the level of impact of
Social Media Marketing activities on perception of respondents as with varying education
all are found to be influenced.
d. Occupation and impact of social media marketing on perception.

The association between occupation and impact of Facebook marketing on the purchase
behaviour has been represented in the table 2.17 below. Majority of 45% of the students
are affected by the social media. Similarly, 87.5% of the self-employed respondents are
also of the opinion that they are only sometimes impacted by the social media marketing
activities. We can see that majority of the respondents are influenced irrespective of their
occupation. The Chi-square value for the association testing is 13.062 and the p-value is
0.16 which is greater than 0.05. Thus, there is no significant association between the
occupation and the impact of social media on consumer perception. This means that
occupation does not affect the level of impact on respondents’ perception.
Table 2.17: Association between occupation and impact of social media marketing.
Education Level Total
Public/Government
Job 0 0 1 0 1
0.0% 0.0% 100.0% 0.0% 100%
Public/Government
Job 1 2 3 1 7
28.6
14.3% % 42.9% 14.3% 100%
Self Employed 1 0 7 0 8
12.5% 0.0% 87.5% 0.0% 100.0%
Student 12 17 15 1 45
37.8
26.7% % 33.3% 2.2% 100.0%
14 19 26 2 61
Total 31.1
23.0% % 42.6% 3.3% 100.0%
e. Income level and impact of social media marketing on perception.

Table 2.18: Association between income level and impact of social media marketing.
Monthly Income Total
Below 25000 12 17 14 1 44
27.3% 38.6% 31.8% 2.3% 100%
25000 to 40000 0 0 2 0 2
0.0% 0.0% 100.0% 0.0% 100%
41000 to 100000 2 1 5 1 9
22.2% 11.1% 55.6% 11.1% 100.0%
Above 100000 0 1 5 0 6
0.0% 16.7% 83.3% 0.0% 100.0%
14 19 26 2 61
Total
23.0% 31.1% 42.6% 3.3% 100.0%
The relation between income level and impact of social media on consumer perception has
been represented in the above table 2.18 out of 44 respondents who indicated the income
level to be less than 25,00 most of them 43.10% indicated that they were often influenced
by the social media. Similarly, respondents with income 25,000 to 40,000, 41000 to
1,00,000 and above 1,00,000 indicated that they were also sometimes influenced by social
media and it affected their perception of any brands. The Chi-Square value to test this
association between the variables is 12.694 and the P-value is 0.177 which is greater than
significance value of 0.05. Therefore, there is no significant association between income
level and impact of social media marketing on respondents’ perception and purchase
intentions. This means the income level does not affect the perception of respondents.
2.3.2 Descriptive Analysis

Table 2.19: Descriptive statistics of variables.
Std.
Variables N Minimum Maximum Mean Deviation
Impact on 61 1 4 2.74 0.85
Perception
Frequency 61 1.33 5.00 3.23 0.85
Brand Image 61 1.33 4.67 3.20 0.80
Comments 61 1.00 5.00 3.22 1.00
Information* 61 1.33 5.00 3.57 1.04
Recall Products 61 1.33 5.00 3.48 1.02
Materialistic 61 1.00 5.00 3.21 0.94
Disrupt Value 61 1.00 5.00 3.27 1.19
Social Image* 61 1.00 5.00 3.09 1.03
2.3.3 Correlation Analysis

From the above table 2.19 we can see the overall data that was collected from 61
respondents. The average for impact on perception was 2.74 out of 4 which shows that
majority of the respondents believe that social media does impact their perception with a
low standard deviation of 0.854. The highest mean is observed on information with the
mean of 3.57 while the lowest was observed on social image with mean of 3.09. All the
variables have mean above 3 and most of them are closer or greater than 3.28. So, we can
say that respondents agreed that these variables indeed impact their perception of any
brands or products.
Table 2.20: Multiple Correlation table.
Bran Soci
d al
Percepti Freque Ima Comme Informat Rec Materiali Disru Ima
on ncy ge nts ion all stic pt ge
Pearson 1
Percepti Correlat
on ion
N 61
Pearson .353** 1
Correlat
Frequen ion
cy Sig. (2- 0.005
tailed)
N 61 61
*
Pearson .274 .347** 1
Correlat
Brand ion
Image Sig. (2- 0.033 0.006
tailed)
N 61 61 61
** **
Pearson .361 .440 .617 1
**
Correlat
Comme ion
nts Sig. (2- 0.004 0.000 0.00
tailed) 0
N 61 61 61 61
** **
Pearson .374 .523 .525 .589** 1
**
Correlat
Informati ion
on Sig. (2- 0.003 0.000 0.00 0.000
tailed) 0
N 61 61 61 61 61
Pearson .395** .575** .634 .659** .780** 1
**
Correlat
ion
Recall
Sig. (2- 0.002 0.000 0.00 0.000 0.000
tailed) 0
N 61 61 61 61 61 61
** ** ** **
Pearson .382 .394 .288 .432 .660 .627 1
* **
Correlat
Materiali ion
stic Sig. (2- 0.002 0.002 0.02 0.001 0.000 0.00
tailed) 4 0
N 61 61 61 61 61 61 61
** ** **
Pearson 0.245 .390 .433 .360 .553 .618 .656** 1
** **
Correlat
ion
Disrupt
Sig. (2- 0.057 0.002 0.00 0.004 0.000 0.00 0.000
tailed) 0 0
N 61 61 61 61 61 61 61 61
Pearson 0.115 .283* .526 .530** .311* .379 .272* 0.24 1
** **
Correlat 8
Social ion
Image Sig. (2- 0.375 0.027 0.00 0.000 0.015 0.00 0.034 0.05
tailed) 0 3 4
N 61 61 61 61 61 61 61 61 61
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
(Source: SPSS)
From the above table 2.20 we can study the correlation coefficient between the
independent and dependent variable to demonstrate the relationship between variable. The
correlation coefficient between Perception with Frequency, Brand Image, Comments,
Information, Recall, Materialistic, Disrupt and Social Image are 0.353, 0.274, 0.361, 0.374,
0.395, 0.382, 0.245 and 0.115 respectively which is a positive correlation. This indicate
that if there is one unit increment arise in Perception then 0.353, 0.274, 0.361, 0.374,
0.395, 0.382, 0.245 and 0.115 unit increase in Frequency, Brand Image, Comments,
Information, Recall, Materialistic, Disrupt and Social Image respectively. We also can see
that Frequency, Brand Image, Comments, Information, Recall and Materialistic are
significant at 0.01 or 0.05 level.
2.3.4 Regression
The regression analysis represents the cause and effect of the variable; the regression
analysis studies the impact of the independent variable over the dependent variable.
Regression results of impact on perception due to independent variable.
The regression analysis on this section studies the impact of the independent variable over
the impact on respondents’ perception. Based on the SPSS output, the following linear
regression was performed.
Table 2.21: Regression Model Summary

Std. Error
Adjusted R
Model R R Square of the
Square
Estimate
1 .494a 0.244 0.128 0.798
a. Predictors: (Constant), Social Image, Disrupt, Frequency, Brand
Image, Materialistic, Comments, Information, Recall
(Source: SPSS)
The above Table 2.20 provides detail about the characteristics of the model. R-value
represents the correlation between the dependent and independent variable. A value greater
than 0.4 is taken for further analysis. In this case, the value is .494, which is good. R-
square shows the total variation for the dependent variable that could be explained by the
independent variables. technically the r square gives the proportional percentage of the
total variation in the dependent variable that is explained by the independent variables. A
value greater than 0.5 shows that the model is effective enough to determine the
relationship. But, in this case the value is .244, which is not good. The r square value of
0.244 means that about 24.4% changes in the perception of respondents is explained by the
independent variable while the remaining 75.6% is captured by the error term. This shows
that the model has a poor fit.
Table 2.22: ANOVA

Sum of Mean
Model
Squares df Square F Sig.
Regression 10.687 8 1.336 2.098 .043b
1 Residual 33.117 52 0.637
Total 43.803 60
a. Dependent Variable: Amount of impact on perception by SMM
b. Predictors: (Constant), Social Image, Disrupt, Frequency, Brand Image,
Materialistic, Comments, Information, Recall
(Source: SPSS)
ANOVA table determines whether the model is significant enough to determine the
outcome. It consists of calculations that provide information about levels of variability
within the regression model and form a basis for tests of significance. P-value/ Sig
value Generally, 95% confidence interval or 5% level of the significance level is chosen
for the study. Thus, the p-value should be less than 0.05. In the above table, it is .043. The
result confirms that the overall regression model is significant for the data, and this was
captured by the ANOVA (F-statistic) value of 2.098 and its associated probability value of
0.043 (F = 2.098, p<0.05), that was found to be significant at 5% level. Therefore, the
result is significant.
Table 2.23: Coefficients of Impact on Perception

Standardize
Unstandardized d
Model Coefficients Coefficients t Sig.
Std.
B Error Beta
(Constant) 4.053 0.546 7.424 0.000
1
Frequency 0.185 0.152 0.183 1.219 0.229
Brand Image 0.136 0.198 0.127 0.688 0.494
Comments 0.149 0.157 0.175 0.950 0.347

Information -0.010 0.175 -0.012 -0.056 0.956
Recall Products 0.047 0.203 0.057 0.233 0.817
Materialistic 0.269 0.175 0.297 1.543 0.129
Disrupt Value -0.091 0.126 -0.127 -0.719 0.475
Social Image -0.136 0.126 -0.164 -1.079 0.286
a. Dependent Variable: Amount of impact on perception by SMM

(Source: SPSS)
Above table 2.23 shows the strength of the relationship i.e. the significance of the variable
in the model and magnitude with which it impacts the dependent variable. This analysis
helps in performing the hypothesis testing for a study. So from the above table we can see
that the t-value is greater than tolerable value of 0.05, we can say that they are not
statistically significant.
2.4 Findings and Discussions

This study was aimed to empirically investigate the impact of social media advertisements
towards consumer perception. This study examined the dimensions like frequency of
advertisement, social media providing information, social media making people
materialistic, disrupting values, comments on social media, social media helping to
maintain brand image social media advertisement helping in recalling the brand and
product. After the data is collected from 61 respondents it was analysed further and
findings were drawn:
2.4.1 Major Findings

i. Almost all of the respondents i.e. 96.72% of the total respondents agreed that they
are influenced by companies’ social media marketing activities which ultimately
affects purchase intentions and perception.
ii. Highest mean is 3.57 for social media provides information. This means consumers
are positive regarding social media as provider of new information.
iii. Lowest mean was 3.09 for social media helps in maintaining social role and image.
People were the least positive about this comparatively.
iv. Most of the respondents agree with the statement social media advertisement keeps
them up to date about products while evaluating on the basis of information
provided.
v. By analysing the dimension social media advertisement is making people

materialistic, majority of the respondent within the factor are neutral with the
statement. Overall social media advertisement has made respondents materialistic-
interested in owning things.
vi. Majority of the respondents agree that frequency of ads in social media influenced
their decision. Some respondents also said that frequent appearance of ads made
them hate the product.
vii. Social media has become an effective platform to enhance brand image of
Products. Most of the respondents agreed with this statement.
viii. As per the average mean, the respondents agree that the comments and
recommendations have greater influence on them.
ix. With the average of 3.52 most respondents believe that social media ad leads
children to make unreasonable product demand.
x. For the dimension social media helps me maintain social role and image, only 2.82
are in favour of the statement social media advertisement helps me know which
products will or will not reflect the sort of person I am.
xi. By studying the association between Gender and impact of social media marketing,
significant association was found at 0.05 level of significance.
xii. There is no significant association between age group and impact of social media
marketing on perception of respondents.
xiii. Level of education does not affect the level of impact of SMM activities on
perception of respondents as with varying education all are found to be influenced.
xiv. There is no significant association between the occupation and the impact of social
media on consumer perception.
xv. No significant association between income level and impact of social media
marketing on respondents’ perception and purchase intentions was found. So, this
means the income level does not affect the perception of respondents.
xvi. 24.4% changes in the perception of respondents is explained by the independent

variable while the remaining 75.6% is captured by the error term.
xvii. We found that Frequency, Brand Image, Comments, Information, Recall and
Materialistic are significant at 0.01 or 0.05 level.
xviii. The result confirms that the overall regression model is significant for the data, and
this was captured by the ANOVA (F-statistic) value of 2.098 and its associated
probability value of 0.043 (F = 2.098, p<0.05), that was found to be significant at
5% level. Therefore, the result is significant.
2.4.2 Discussion
Out of the total respondents, 35 of the total 61 respondents have provided their suggestions
on what can be done for effective marketing on social media. There was diverse and wide
range of opinions provided by the respondents regarding the various things that could be
done through social media for effective marketing of products and services. Most of the
suggestion was mentioned as providing real pictures and clear and accurate information on
the product and prices as well as delivery services by the marketers on their social media
handles. Targeted marketing was suggested to customer who are interested in such
products instead of targeting all. Some believe that frequent ads irritate and makes them
hate the products too. For effective marketing on social media what we can do is creating
engaging content, interacting with the audience, utilizing influencers, and leveraging
analytics to reach and resonate with the target market.
CHAPTER – 3: CONCLUSION AND ACTION IMPLICATION
3.1 Conclusion
The objective of the research was to analyse the impact of social media advertisement and
evaluates the different dimension of social media advertisements. A total number of 61
responses were received from respondents. The main contribution of this study was
examining the significance of different dimensions of advertisement that affect perception.
Some of the factors are social media advertisement provides information, social media is
good for the economy, social media advertisement helps in recalling the brand and product,
social media advertisement makes people materialistic, social media disrupts the values,
Frequency of advertisement etc.
The results after analysing the findings based on the survey show that most of the
respondents were from age group 20-30 and most respondent were males. There is high
number of respondents who are students with a bachelor degree. Most of them have
income less than 25000 and have been using social medias for more than 6 years and
around 4 hours daily. It was found that there was significant association between gender
and impact of SMM activities. Meanwhile, no significant association could be observed
between age, occupation, income and education with its impact on perception of
respondents. With regards to the research questions, which were to find the perception of
consumers towards social media advertisement, the finding shows social media provides
the valuable information and helps in maintain the social image. There results from the
studies show that social media persuade children to buy unreasonable product. Many
consumers also think that social media advertisement helps in recalling the brand and
Product.
Most of the consumers are aware about the latest fashion. People are not convinced that
social media advertisement makes them materialistic and contain sexuality content. Social
media has also helped the people to know how they are and will only show the
advertisement of those products. Frequent appearance of advertisement has influence on
their purchase. People often visit products websites after watching advertisements. We
found that Frequency, Brand Image, Comments, Information, Recall and Materialistic have
varying level of significance on the perception of respondents.
Social media are the most popular social sites where users may connect, create, and share
content. Social media significantly contributes to understanding customer perception. The
advantages of having a readily accessible brand through Facebook, YouTube, and other
platforms include easy customer contact, engaging social interaction, brand building, and
widespread communication via many channels. Businesses and digital marketers need a
thorough understanding of how consumers interact with social media to appreciate its
perception fully. This produces more innovative and effective commercials (Pattaranan
Sawaengha, 2022).
3.2 Action Implications

With the development of technology and internet-based culture, we see a transition in the
entire socio-economic and political scenario. The online resources are persuasive and
influencers with the added glory of the ambassadors featuring in them. Though the digital
market is making life easier, it is also complicating in terms of the variety the audience is
exposed to and also the increased burden on the purchasing capacity due to socio-cultural
pressures.
The affirmative and obvious result showed that social media marketing is the top priority
for organizations and marketers as well as for the consumers. Majority of the customers
today look at social media sites for promotional activities. It is also being as a grievance
portal by many customers. Many customers read and acquire information about products or
services through social media sites. Majority of people follow social media sites to get
updates on the business.
This study has a wide scope and implications. Advertisement agencies that are interested to
establish the new customer base or are planning to expand their business focus on
advertising through social media can use such findings. It would be fruitful to consumers
because they can know more about the dimension of social media advertisements. Future
researchers can make further study on the impact of social media marketing on purchase
behaviour of apparels using the similar framework with different or same variable. This
study yielded new insights that are useful to both academicians and practitioners.
Specifically, the comparison of user perception of belief across the social media websites
offers valuable useful information. Advertisement agencies in Nepal are constantly
evolving which means new consumer are emerging. Therefore, this research can be basis
for further big analysis.
REFERENCES
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on
customer purchase intention. International Journal of Information Management,
42, 65-77.
Al-Juhiam, O. M. (2008). An empirical investigation of the cultural impact on consumer

perception and attitude towards advertising (Doctoral dissertation, University of
Huddersfield).
Ashman, R., Solomon, M. R., & Wolny, J. (2015). An old model for a new age : Consumer
decision making in participatory digital culture.
Ashman, R., Solomon, M. R., & Wolny, J. (2015). An old model for a new age: Consumer
decision making in participatory digital culture. Journal of Customer Behaviour,
14(2), 21-65.
Ayanwale, A. B., Alimi, T., & Ayanbimipe, M. A. (2005). The influence of advertising on
consumer brand preference. Journal of social sciences, 10(1), 9-16.
Bhat, S. S., & Kaikini, A. A. (2019). A paper on impact of social media advertisements on
consumer behaviour. Journal of Customer Behaviour, 14(2), 21-65
Chibani Bahi Amar, N. A., & Elbachir, S. (2024). Advertising on social media and its effect
on influencing consumer Purchase Intention. 164-147 ,)2(7 ,‫مجلة العلوم اإلدارية والمالية‬.
Choudhary, U., Jhamb, P., & Sharma, S. (2019). Perception of consumers towards social
media practices used by marketers for creating brand loyalty. 23(1).
Daroch, B. (2017). Consumer's perception towards social media advertising. International

Journal of Research in Business Studies, 2(1), 234-249.
Favero, M., & Alverz, F. (2016). The dynamics of the use of social networks in the
communication process by micro and small textilefirms: an exploratory study.
Revista Brasleria de Pesquisa de Marketing , 15, 37-55.
Gaber, H. R., Kooli, K., & Wright. (2019). Jornal of global Marketing. Consumer attitudes
towards Instagram advertisements in Egypt: The role of the perceived advertising
value and personalization.
Haghirian, P., & Madlberger, M. (2005). Consumer attitude toward advertising via mobile
devices-An empirical investigation among Austrian users. ECIS 2005 Proceedings,
44.
Haida, A., & Rahim, H. L. (2015). Social media advertising value: A study on consumer's
perception. Journal of Business and Technology, 1(1), 1-8.
Hamouda, M. (2018). Understanding social media advertising effect on consumer's

responses: An empirical investigation of tourism advertising on Facebook. Journal
of Enterprise Management, 31(3), 22-25.
Isaías, P., & Falcao, J. (2020). Perceptions and attitude toward advertising on social
networks and search engines. Journal of Internet Commerce, 404-436.
Jothi, P. S., Neelamalar, M., & Prasad, R. S. (2016). Analysis of social networking sites: a
study on effective communication strategy in developing communication. Journal
of Media and Communication Studies , 3 (7), 234242.
Khandare, A., & Suryawanshi, P. (2016). Studying the impact of internet advertising on
consumer buying behavior. International Journal of Basic and Applied Sciences,
1(1), 1-25.
KV, S., KP, N., & Kamath, G. B. (2021). Social media advertisements and their influence
on consumer purchase intention. Cogent Business and Management, 8(1), 90-100.
Lee, J., & Hong, I. (2016). Predicting positive user responses to social media advertising:
The roles of emotional appeal, informativeness, and creativity. International
Journal of Information Management, 36(3), 360-373.
LES DÉTERMINANTS, D. L. A. D., & LA PUBLICITÉ, C. E. (2010). The determinants

of consumers’ attitude towards advertising. Canadian social science, 6(4), 114-126.
Naik, N. K. (2020). Consumer’s perception towards social media advertising. International

Journal of Multidisciplinary Research and Development, 232-234.
Naik, N. K. (2020). Consumer's Perception Towards Social Media Advertising.

International Journal of Multidisciplinary Research and Development, 232-234.
Natarajan, T., & Balakrishnan, J. (2014). Perception of Indian consumers towards social
media advertisements in Facebook, LinkedIn, YouTube and Twitter. International
Journal of Internet Marketing and advertising, 264.
Nazeer, J. (2007). Impact of Social Media Advertisements on University Students. Indian

Journal of Marketing.
Padival, A., Hebbar, S., & Michael, K. L. (2019). Consumer Perception Towards Social
Media Advertisements : A Study Done in a Semi-Urban City of South India. Indian
Journal of Marketing.
Reddy, K. P., Chandu, V., Srilakshmi, S., Thagaram, E., Sahyaja, C., & Osei, B. (2023).
Consumers perception on green marketing towards eco-friendly fast moving
consumer goods. International Journal of Engineering Business Management, 15,
18479790231170962.
S, H. C. (2015). Influence of social media ads on consumer’s. Indian Journal of
Marketing.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media Communication on
consumer perception of brands. Journal of Marketing Communications, 22(5), 1-
17.
Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of
advertising irritation on digital advertising effectiveness: A moderated mediation
model. Technological Forecasting and Social Change, 180, 121731.
Singh, A. (2018). Impact of social media on buying behavior of university students .

International Journal of Education & Management , 127-131.
SM, S. (2018). Social media marketing and its influence on millennials’. Indian Journal of
Marketing.
Srivastava, M. N. (2024). Efficacy of Social Media Advertising towards Consumer Buying

Behavior in Global Context. The Global Green Economy Leading to Sustainability:
A Multidisciplinary Approach: EDITED BOOK, 51.
Tektas, M., Sarikas, A., & Yayla, A. (2016). Impact of advertisements in social media on
purchasing behaviour of associate students.
Wang, C., Zhang, P., Choi, R., & D'Eredita, M. (2002). Understanding consumers attitude
toward advertising. AMCIS 2002 proceedings, 158.
APPENDICES
Questionnaire
Greeting to respondents,
I am Pooja Dumre; a BBA student of Balkumari College and I am undertaking a study on

“IMPACT OF SOCIAL MEDIA ADVERTISEMENT TOWARDS CONSUMER'S
PERCEPTION”. This study aims to find impact of social media advertisement in buying
behaviour of people. This research is conducted for practical knowledge of research. You
have been selected as sample from large population. Answers given by you are presented
numerically and subjectively.
Note: Your responses and the view towards the context will remain secured. The conducted
data will use for academical purpose and kept confidential. Feel free to provide your
responses in the form.
Thank you for your time and effort to respond.
Your Name:
Your Email:
Gender
i. Male
ii. Female
iii. Other
Current Address:
What is your age?

i. Below 20
ii. 21 to 30
iii. 31 to 40
iv. 41 to 50
v. Above 50
What is your educational level?
i. Secondary Level or below
ii. Higher Secondary Level (+2)
iii. Bachelor Degree
iv. Masters Degree or above
What is your occupation?

i. Public/Government Job
ii. Private Job
iii. Self Employed
iv. Student
What is your monthly income?
i. Below 25000
ii. 25000 to 40000
iii. 41000 to 100000
iv. Above 100000
Q1. How long have you been using Social Media?
i. Less than a year
ii. 1 to 3 years
iii. 4 to 6 years
iv. More than 6 years
Q2. In average how much time do you spend on Social Media per day?
i. Less than 1 hour
ii. 1 to 3 hours
iii. 4 to 6 hours
iv. 6 to 8 hours
v. More than 8 hours
Q3. How often do you come across the marketing activities from brands on social media?
Always
i. Often
ii. Sometimes
iii. Rarely
iv. Never
Q4. Do you search for product related information on social medias before you purchase?
i. Yes
ii. No
iii. Maybe
Q5. The social media marketing activities impact your perception about the brands and
purchase behaviours.
i. Always
ii. Often
iii. Sometimes
iv. Never
Five Point Likert Scale
Please consider a rating score as follow:

“5” for Strongly Agree,
“4” for Agree,
“3” for Neutral,
“2” for Disagree and
“1” for Strongly Disagree
Please check out (√) the box below to the number.
Q6. Frequency of Social Media advertisements. 1 2 3 4 5
The frequent number of ads on social media has influence
on my product purchase decision.
The more advertisement appears on my social media, more
it gets my attention and interest.
The frequent appearance of ads about the product makes me
hate it.
Q7. Brand image of Product
I view Social media advertisements of only branded
products.
My perception of brand has changed with respect to its
Social media marketing efforts.
Social media has become an effective platform to enhance
brand image of Products
Q8. Comments and recommendations on social media
affects my perception about the product.
I trust on social media comments and recommendation than
other media.
I am able to seek out related information from products
from comments on social media
Social media marketing like comments influence me to try
new brands
Q9. Social media is the source of new information.
Social media advertisement keeps me up to date about
product and service
Social Media is a valuable source of information about
latest fashion
I often visit a website of a product after being exposed to an
ad on social media
Q10. Social media helps to recall the product.
It is easier for me to recall the brands.
I notice the good and bad aspect of advertisement.
Social media advertisements remind me of my requirement.

Q11. Social media makes you Materialistic.
Social media advertisement make you buy the things you do
not really need.
Social media frequently shows the product you do not need.

Social media advertisement is making us a materialistic-
interested in owning things.
Q12. Social media disrupts the value.
Social media takes advantage of children.
Social media ad leads children to make unreasonable
product demand.
There is sexuality content in the advertisement.
Q13. Social media helps to maintain social role and image.
From social media advertisement I learn what is in fashion
and what I should buy for keeping a good social image.
Social media advertisements tell me what people like myself
are buying and using.
Social media advertisement helps me know which products
will or will not reflect the sort of person I am.
In your opinion what can be done through social media for effective marketing of products
and services?
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………..

Impact of Social Media Advertisement

Uploaded by

Copyright:

Available Formats

Impact of Social Media Advertisement

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Impact of Social Media Advertisement

Uploaded by

Copyright:

Available Formats

IMPACT OF SOCIAL MEDIA ADVERTISEMENT

TOWARDS CONSUMER'S PERCEPTION

In Partial Fulfillment of the Requirements for the Degree of

Bachelor of Business Administration (BBA)

Miss. Pooja Dumre

1.1 Context information.......................................................................................................8

1.2 Purpose of the study.....................................................................................................10

1.3 Significance of the study...............................................................................................11

1.4 Literature Survey.........................................................................................................11

1.4.1 Conceptual Framework............................................................................................21

1.5 Research methods used for data collection and analysis..........................................22

1.5.1 Research Design.........................................................................................................22

1.5.2 Population and Sampling..........................................................................................22

1.5.3 Data Collection and Analysis....................................................................................23

1.5.4 Sources of Data Collection........................................................................................23

1.5.4.1 Primary Sources.....................................................................................................23

1.5.5 Data analysis tools and techniques...........................................................................24

1.5.6 Limitation of the Study.............................................................................................24

CHAPTER – 2: DATA PRESENTATION AND ANALYSIS.........................................25

2.1 Respondents’ Profile.....................................................................................................25

2.2 Data Presentation.........................................................................................................28

2.2.1 Data Description........................................................................................................28

2.2.2 Description of Independent Variables.....................................................................31

2.3 Data Analysis.................................................................................................................37

2.3.1 Inferential Analysis....................................................................................................37

2.3.2 Descriptive Analysis..................................................................................................41

2.3.3 Correlation Analysis..................................................................................................42

2.4 Findings and Discussions.............................................................................................45

2.4.1 Major Findings..........................................................................................................46

CHAPTER – 3: CONCLUSION AND ACTION IMPLICATION................................49

3.2 Action Implications.......................................................................................................50

1.1 Context information

Advertising is a marketing technique that involves using marketing communication to

1.2 Purpose of the study

1.3 Significance of the study

1.4 Literature Survey

Enjoyment and pleasure promised/afforded by advertisements are important predictors for

Wang et al., (2002) conducted a study on understanding consumers attitude toward

The advertising sector in Malaysia is a profitable venture. The industry's government

The significance of environmental concerns in the modern commercial environment has

1.4.1 Conceptual Framework

Figure 1.1: Conceptual Framework.

Source; Journal of business and social science research, 1(1), 111-128

1.5 Research methods used for data collection and analysis

1.5.1 Research Design

1.5.3 Data Collection and Analysis

Demographic questions included elements like gender, age-group, education level,

1.5.4.1 Primary Sources

1.5.5 Data analysis tools and techniques

1.5.6 Limitation of the Study

2.1 Respondents’ Profile

Fig 2.1: Pie chart showing gender of respondents

Gender of the respondent

Fig 2.2: Pie chart showing age of Respondents

Education Level of Respondents

Masters Degree or above

(Source: Direct field survey, 2024)

Occupation of the respondents

(Source: Direct field survey, 2024)

e. Monthly income of the respondent