i

CHAPTER INFLUENCE OF SOCIAL MEDIA

ADVERTISEMENT ON MANAGEMENT STUDENTS OF
BHAIRAHAWA MULTIPLE CAMPUS

BY
Sharda Prasad Pandey
Roll No.: 26801/20
T.U. Registration No.: 7-2-52-666-2020

A Summer Project Report Submitted to

Faculty of Management, Tribhuwan University
In partial fulfillment of the requirement of the degree of
Bachelor of Business Administration (BBA)

at the
Bhairahawa Multiple Campus
Tribhuwan University

Bhairahawa
December, 2024

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STUDENT'S DECLARATION

I hereby, declare that this summer project report entitled “Influence of Social Media
Advertisement on Management Students of BMC for Online Purchasing” which
is submitted by me, at the faculty of Management, Tribhuwan University, in partial
fulfillment of the requirements for the degree of Bachelor of Business Administration
(BBA) of Tribhuwan University. Every effort is made to show this clearly with due
reference to the literature, and acknowledgement of collaborative research and
discussions. The results and findings of the research is not submitted to any other
institutions or any other University.

Date : December/2024
..............................
Signature
Name: Sharda Prasad Pandey

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CERTIFICATE FROM THE SUPERVISOR

This is to certify that the summer submitted entitled "Influence of Social Media
Advertisement on Management Students of bhairahawa multiple Campus
" in a academic work done by Mr.Sharda Prasad Pandey
in the partial fulfillment of the requirements for the degree of Bachelor of
Business Administration (BBA) at Faculty of Management, Tribhuvan
University under my guidance and supervision. To the best of my knowledge, the
information presented by her in the summer project report has not been
submitted earlier.

…………………..
Lucky pd. Joshi
Supervisor
Bhairahawa Multiple Campus

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ACKNOWLEDGEMENT

It is a matter of great pleasure for me to acknowledge all the people who helped me
for the successful completion of the summer project report as per the requirement of
BBA 7th semester of the syllabus provided by BBA Tribhuwan University. First of all,
I would like to thank my research supervisor Prof.Lucky Prasad Joshi for this
guidance and support during this project report and providing necessary materials and
resources needed during the completion of the project report.

The I

INTRODUCTION

most important contributors were the respondents without whom it would not have
been possible to complete the research. I would like to extend my gratitude towards
all the respondents who were willing to co-operate and gave their time and effort to
fill in the required questionnaire. Finally, I would like to thank everyone who has
helped me to complete research directly or indirectly. Suggestions from the readers
will be highly appreciated.

Sharda Prasad Pandey

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TABLE OF CONTENTS
Page
Acknowledgement iv
Table of Content v
List of Tables vi
List of Figures vii
Executive Summary viii
CHAPTER I : INTRODUCTION OF THE STUDY 1-8
1.1 Context Information 1

Social network advertising, also social media targeting, is a group of

terms that are used to describe forms of online advertising that
focus on social networking services. One of the major benefits of
this type of advertising is that advertisers can take advantage of the
users' demographic information and target their ads appropriately.
Social media targeting combines current targeting options (such
as geo targeting, behavioral targeting, socio-psychographic
targeting, etc.), to make detailed target group identification
possible. With social media targeting, advertisements are
distributed to users based on information gathered from target
group profiles. Social network advertising is not necessarily the
same as social media targeting. Social media targeting is a method
of optimizing social media advertising by using profile data to
deliver advertisements directly to individual users. Social media
targeting refers to the process of matching social network users to
target groups that has been specified by the advertiser. (D.R. &
Pandey, D.L.(2016))

Social media facilitate the development of online social networks by

connecting user's profile with those of other individuals or groups.

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Social media marketing is the use of social media platforms

and websites to promote a product or service. Most social media
platforms have built-in data analytics tools, which enable companies
to track the progress, success, and engagement of ad campaigns.
Companies address a range of stakeholders through social media
marketing, including current and potential customers, current and
potential employees. On a strategic level, social media marketing
includes the management of a marketing campaign, governance,
setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and
"tone."(Hossain, S. & Sakib, M.N. (2016))

According to, "Poole (2017) Social media advertising is a term used

to describe online advertising (paid efforts) that focus on social
networking sites." One of the major benefits of advertising on a
social networking site (e.g. Facebook, Twitter) is that advertisers
can take advantage of the users' demographic information and
target their ads appropriately. Poole (2017) Social media advertising
is a term used to describe online advertising (paid efforts) that focus
on social networking sites. One of the major benefits of advertising
on a social networking site (e.g. Facebook, Twitter) is that
advertisers can take advantage of the users demographic
information and target their ads appropriately.

[1.1] 1.2 Statement of Problemproblem

2

This study aims to investigate the behavior of social media users

towards targeted advertising on their homepage. It measures the
behavioral adaptations and changes in user’s attitude towards these
advertisements. There is a rise in advertisements of online social
networks, and perception of users regarding targeted messages on
popular network like Facebook. The following are the research
questions:

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 What is the main purpose of using social sites?

 What is the perception of users' online social media towards
advertisement?
 What is the satisfaction level of social media ads?
 What is the impact of ads displayed on social media on its
users?

[1.2] 1.3 Purpose of the Study Purpose of the Study

2

The general purpose of the study is to investigate the impact of

social media ads on the behavior of students.

The specific purposes of the study are:

 To determine the state and purpose of using social sites.
 To assess the perception of users' using online social networks
towards advertisements.
 To analyze the satisfaction level of social media ads.
 To know the impact of ads displayed on social media on its
users.

[1.3] 1.4 Significance of the Study

2

In the past, the merchant dealt with small markets and could easily
monitor the needs of their customers. With the globalization market
has grown and traditional tools of advertisement like newspaper
advertisement, radio, television is no able to influence the growing
market. Thus, there is need of broader marketing tool to address
this issue.

This study will help academic and commercial researchers to

conduct their research on this new media advertising and its new
dimension. The focus of the empirical study is to provide insights

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into user perception of social media advertising that may serve as a

guideline for network operators and advertisers as well as a basis
for further studies in this important area of research.
The significance of the study are :
 This study will help the coming researchers to conduct further
research.
 The advertising agency may be benefitted by getting insights
and knowledge how to target students through the social
media ads.
 The business houses (social sites developer) may use the
findings while developing new social sites and adding the
features in the existing sites.

[1.4] 1.5 Literature Review

3

A literature review is the summary and analysis of current

knowledge about a particular topic or areas of enquiry. It helps to
identify the research gap, develop research design, develop
theoretical framework, method of data analysis and so on.

Review of the Related Study

Ochieng (2010) conducted a research ''The Effectiveness of Social

Media Advertising on College Going Social Network Site Users: A
Survey of the University of Nairobi Students'' with the objective of
finding out if advertisements on social sites can create/increase
product awareness, influence purchasing intent and Create or
increase brand loyalty. It was found that, beyond adverts,
brands/products arc highlighted on SNS via user generated contents
and comments this word of mouth from peers is equally important.
Adverts and user comments on SNS arc successful in informing
people and creating awareness of new products Adverts and user
comments on SNS also influence people’s perceptions towards

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products and brands and purchasing intent. Most of respondents on

that study said they have wanted to buy a product after viewing the
advert on SNS. Some went further to explain that arriving to
decision to buy was also influenced partly by viewing what their
friends say or recommend on SNS post. More than half of the
respondents in this study felt that the product fan pages on
Facebook or Twitter handles made them more loyal. A reason for
their loyalty being that the fan pages and handles provided an
avenue for them to give their feedback.
Gope (2012) Conducted a research," The Impact of the
Advertisements on the Social Networking Sites: A Case Study on the
Social Networking Users of Bangladesh'' with the purpose to find out
the impact of advertisement on Social Networking Sites on the
users. The study found that most of the users considered targeted
advertisement as invasion of privacy regardless of the extent to
which they consider privacy as an important factor in Social
Networking Sites. The paper also found that response towards ads
can be changed through innovative ads. The enthusiasm and
demand for different features and innovativeness were evident
among the users. This paper also found a relationship between
priorities for logging into Social Networking Sites and the habit
of going through an advertisement.
Kaushik (2012) ''As the popularity of social media is growing and
there is no turning back it seems social media will overtake to
other functional areas of marketing to a large extent. Social media
is trying to fill the gap between marketers and consumers
through continual dialogue, building trust and interacting with
right audience in right way, as fast as possible."
Boateng and Amankwaa (2016) conducted a research "The Impact
of Social Media on Student Academic Life in Higher Education", with
the objective of exploring the kind of social media students are
familiar with, how such social media is used by students of higher
institution and the impact it making on their academic life. The

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findings of that study was in general students uses social media as a

platform of discussions for their assignment and other course work,
they gets feeds on class schedules, class venues, receives and
sends information’s among their peers, explore issues related to
their course work and a host of others.
Israel and EN (2018) conducted a research, "Knowledge and
Perception of Social Media Advertising among Students of Kogi State
University" with the objective of examining the level of awareness of
social media advertising among students of Kogi State University,
Anyigba, finding out the influence of social media advertisements on
buying of goods among students and to examine the challenges in
packaging and accessing social media advertising. The major
findings of the study was manufacturers intending to use social
media for advertisements should ensure that most products
presented to the audience be based on youth, since most users of
social media are of youthful age. More awareness can be created on
how effective to use social media advertisements can be for
products sale and buying habits among prospective consumers.
Care should be taken by the advertising agencies to create rooms
for feedback from the users of social media upon which their ads are
placed. To ascertain whether such information get to the targets
audience, market research should also be carried out by
manufacturers to find out the real target markets in order to know
the kind of messages meant for them.

Conceptual Framework

It is the presentation of relationship between the dependent and

independent variables based on past literatures. The main study of
our research is to know about the impact of social media on
students of BMC.

The variables used in the study are:

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Product quality

The quality of the goods and services received is the independent

variable for the satisfaction from online purchasing. the consumers
are encouraged for purchasing if the quality of the products are
better.

Attitude

Attitude is a complex mental state involving beliefs and feelings and

values and dispositions to act in certain ways. The attitude of people
differs from situation to situation and object to object.

Service delivery

The receipt of goods and services are also one of the important
things for purchasing. The services and delivery of goods should
satisfy the customer.

Satisfaction Level

Satisfaction is a state of fulfillment of a need or desire which

generally provides pleasure. Satisfaction can be obtained by
consuming goods, services or other means but our concern here is
satisfaction obtained from social media advertisement. Among the
above mentioned product quality , attitude of the customer and
Service delivery are the independent variables and satisfaction level
is the dependent variable which is dependent on independent
variable.

Figure 1.1
Theoretical Framework

Independent Variables
Dependent Variable

Product quality

Attitude of xi
customer Satisfaction
Level
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1.6 Hypotheses
In order to find which factor most affects the customer satisfaction
towards online purchasing, the following are the research
hypotheses of the study.

H1: There is significance positive effect of product quality on

customer satisfaction
towards online purchasing.

H2: There is significance positive effect of service delivery on

customer satisfaction
towards online purchasing.

H3: There is significance positive effect of Attitude of users on

customer satisfaction
towards online purchasing.
.
1.7 Research methodology

[1.5] Data and information are collected from

respondents studying in Hypothesis
6
1.2 Research Methodology 6
1.3 Limitation of the Study 7

Bhairahawa Multiple Campus. Using the questionnaire method.

Graphical presentations such as pie-charts and bar diagram are

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presented where ever needed and appropriate. The analyses of data

were placed underneath the respective figures. Here, all the
collected data were presented with the needed tables and diagrams
with the help of Excel. Thus, here in this study the customer
satisfaction of online advertisements was done.

Method of Data Collection

Self administered questionnaire has been used in this study. It is
used to gather response from the respondents a given topic, issue,
or event. It is used to secure different types of data related to
perception, attitude, opinion, intentions, behavior and demographic
factors regarding the use of social media and influence from social
media advertisement. Online survey has been conducted to collect
the responses for the respondents to complete the study. Randomly
students studying in BMC bba are taken as a respondent.

Method of data Analysis

Data has been processed using specific techniques to draw the
conclusion. In order to obtain the meaningful result, data must be
processed excel software has been used to analyze the data. So all
the collected data and information are categorized, edited, coded,
tabulated and analyzed in different figures and charts like, pie
charts, bar graph and different statistical tools are used. Percentage
of the frequencies has been calculated, mean, standard deviation
has been used to describe the collected data and correlation has
been used to explore the relationship between independent
variables (product quality, Attitude of user, service delivery) and
dependent variable (customer satisfaction).

1.8 Limitations of the Study

Every study contains certain limitations which reflect the weaker
part of the study. Here the researcher mainly focuses in the
influence of social media advertisement for online purchasing. The
study has been conducted among the students of BMC so the result

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of research cannot be generalized to all college going students. Only

few samples are taken due to limited resources. The accuracy and
reliability and validity of the study depend upon the information
provided by the respondents. On the other hand, the study is done
within short period of time.

[1.6] 1.9 Organization of the studyStudy

7

The whole study has been de vided into three chapters. the first
chapter includes the introduction, which consist of the context
information of the study purpose of the study , significance of the
study, literature review, research methodology, limitations and
organization of the report. it deal review of the literature with
concerned related studies this study also explain the research
methodology employed to conduct the study and tools and
techniques used in the analysis of the data as well . Research
methodology includes the research design, population and sample,
nature and source of data, tools and techniques for analysis. Second
chapter is devoted to the data presentation and analysis which
includes data analysis and results major findings of the study. This
chapter attempts to analyze the data with the help of the data
collected from the respondents through online survey through using
different tools and techniques descriptive statics and interpretations
of the results obtained. Finally the third chapter contains the
summary of the findings, conclusion and action implementation for
the future performance of the online advertisements. Besides the
references and the appendix are also presented in the report.

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CHAPTER II: DATA PRESENTATION AND ANALYSIS 9-25

2.1 Chapter II

DATA PRESENTATION AND ANALYSIS

2.1 Introduction 9
Data presentation and analysis chapter presents and analyses data
collected from a research. The structure of the chapter is according
to the preferred structure provided by the university. It is a segment
where the researcher gives detail insights about the research. This
chapter includes bar diagrams, pie charts and tables of the issues
related to the study. Here, this chapter includes the detail of each
and every responses from the respondents regarding all the issues
that researcher wanted to know about. The responses collected
from the respondents through online survey are tabulated edited
and classified and presented in this chapter for the measurement.
The next section of this chapter includes the respondents profile
classified on the basis of age, education level, gender etc. Similarly
chapter 2.3 is the state and purpose of using social media sites.

2.2 Respondent Profile

Presentation of data and analysis of them is a main part in report
writing or in any research, which should be done by considering the
objectives of the study. Data analysis is essential for understanding
results from surveys. [Most of the respondents were studying

bachelor level in the Bhairahawa Multiple Campus only 12

respondents were studying Master le. Out of the total respondents
43% were male and 57% were female.
The following tables and diagrams show more about the
respondents' profile:

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Classification of Respondents on the basis of

Gender
Students from BBA are the main respondents for the study. Gender
are included the data are classified into male and female group
presented in the figure.

Table 2.1
Genders of respondents

Gender Frequency Percentage

Male 41 43

Female 54 57

Others 0 0

Source: online Survey, 2022

The figure 2.1 demonstrate the number of male and female
respondents .According to it 43% of the respondents are male and
57% female.
Classification of Respondents on the Basis of Age
The data are collected from respondent on the basis of their age.
Here the collected data are categorized into different level such as
below 19 years, 19-21 years, 32-24 years and above 24.
Figure 2.2
Age

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40

35

30

25

20

15

10

0
Below19 19-21 22-24 Above 24

Source: online Survey, 2024

Figure 2.2 presents that among 95 respondents there are 16 respondents

less than 19
years, 29 respondents between 19-22 years, 35 respondents between
22-24 years and
15 respondents above 24 years. Density of respondent of age between
22-24 years is
greater in comparison to others.

Frequency of Using of Social Sites

The attitudes and perception towards something or someone is
affected by the time duration one is in touch with. Everyone in
today's world is attached with the social media advertisement
either for information or entertainment. Therefore the research has
tried to access the frequency of using of social sites. The table
below shows the frequency of social media use by the respondents.

Table 2.2
Frequency

Value count percentage

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3-5 times a day 54 57.1

24.2
Once a week 23

3-5 times a week 18 18.9

Source: online Survey, 2024

The table 2.2 shows that the respondent's frequency of using social
sites most of the respondents i.e. 54 use the social media 3-5 times
a day. On the contrary only 23 respondents use social sites once a
week. The number of respondents using social sites 3-5 times a
week is also not ignorable.
2.3 State and purpose of using social sites
Different people have their own choice regarding the use of social
sites. One may prefer one site over other depending on their views
and the purposes of using. This study has tried to find out the
mostly used social site.
Table 2.3
Mostly used Social Sites

Name of social sites Frequency Percentage

Facebook 72 73.8

Instagram 58 54.8

Tiktok 48 54.8

Snap chat 30 21.4

You tube 70 69

Total 95 100

Source: Online Survey, 2024

The above table shows exhibits the mostly used social
sites .respondents use the Facebook with highest percentage of
users i.e. 73.8% Instagram 54.8% the YouTube 69% and the number

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of them using tiktok 54.8% and snap chat 21.4%. the respondents
were multiple users of social media sites.

Purpose of Using Social Sites

In the world of information and technology, almost everybody use

the social sites or at least one of them. But the purpose of using the
social site can be different depending on personal values, attitude,
perception and other factors. purpose can be either information
entertainment, online shopping, texting with friends, online business
and many more. Every user use social media for their own purpose.
The following table represents the purpose of using social media
sites by the respondent.

Table 2.4
Purpose
Statements Strongl Agre Neutr Disagr Strongl Mea S.D
y e al ee y n
Agree Disagr
ee
Entertainm 46 25 19 5 0 4.17 3.7
ent 6
Information 49 28 14 3 1 4.27 3.8
4
Text with 28 45 19 3 0 4.03 3.5
friends 8
E-Shopping 34 28 24 8 1 3.90 3.5
1
Business 37 34 19 4 1 4.07 3.6
5

Source: online Survey, 2024

According to Pimentel (2010), the five-point Likert scale is
considered an interval scale. The mean is very significant. From 1 to
1.8, it means strongly disagree. From 1.81 to 2.6, it means disagree.

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From 2.61 to 3.4, it means neutral. From 3.41 to 4.2, means agree.
From 4.21 to 5, it means strongly agree.
In the first statement, the mean is 4.17 and standard deviation is
3.76. Hence, it means that the majority of participants are agreed
regarding that the users are using social media for the purpose of
Entertainment.
In the second statement, the mean is 4.27. It means that the
majority of participants are strongly agreed regarding the users are
using social media for the purpose of information.
Similarly, the third, fourth and fifth statements have mean of 4.03,
3.9 and 4.07 respectively which shows respondents agree to the
given statements. They agree that they use social media sites for
texting with friends e-shopping and business.
The standard deviation of first, second, third, fourth and fifth
statements are 3.76, 3.84, 3.58, 3.51 and 3.65 which are consistent
and less than mean value. It shows that majority of the participants
agree to the given statements.

Perception Towards Social Sites Advertisement

The number of respondents perceiving social media as Best for
advertisement, Effective way of doing business, Credidible source of
information, Advantageous for both customer and supplier,
(indifferent) is somehow equal. highest number of respondents
perceive social media ads as a Credidible source of information.
Table 2.5
Perception

Statements Strongl Agre Neutr Disagr Strongl Mea S.D

y e al ee y n
Agree Disagr
ee
Best for 25 46 19 5 0 3.95 3.5
advertisem 1

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ent
Effective 28 7 45 14 0 3.48 3.1
way of 4
doing
business
Credidible 45 28 19 3 0 4.21 3.7
source of 7
information
Advantageo 38 33 18 4 2 4.06 3.6
us for both 5
customer
and
supplier

Source: online Survey, 2024

According to Pimentel (2010), the five-point Likert scale is
considered an interval scale. The mean is very significant. From 1 to
1.8, it means strongly disagree. From 1.81 to 2.6, it means disagree.
From 2.61 to 3.4, it means neutral. From 3.41 to 4.2, means agree.
From 4.21 to 5, it means strongly agree.
In the first statement, the mean is 3.95 and standard deviation is
3.51. Hence, it means that the majority of participants are agreed
regarding that the social media is best for advertisement.
In the second statement, the mean is 3.48. It means that the
majority of participants are agreed regarding the social media is
effective way of doing business.
Similarly, the third and fourth statements have mean of 4.21 and
4.06 respectively which shows respondents agree to the given
statements. They are agreed and strongly agree that the social
media is crededible source of information and best for both
suppliers and customers.
The standard deviation of first, second, third and fourth statements
are 3.51, 3.14, 3.77and 3.61 which are consistent and less than

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mean value. It shows that majority of the participants agree to the

given statements.

Impact of Social Media Ads on Its Users

We know that all the people using the social sites are affected by
ads presented on it which is also shown by the research. The further
detail is presented in the following table. 60 out of the 95
respondents agreed that their lifestyle is changed by the social
media ads.
Figure 2.3
Influence of social media ads

yes
no
may be

Source: online Survey, 2024

Out of 95 respondents , 60 respondents (63.2%) feel that the social
medias advertisements has changed their life whereas 15
respondents (20%) don't experiences any types of changes and the
remaining 20 (22.1%)are neutral. highest number of the
respondents feel impact of social media advertisement on their
habits as well as lifestyle.

Awareness about social media advertising

Awareness about social media refers to the knowledge of
advertisements shown the social media i.e. facebook, instagram,
tiktok, Utube etc, There are different levels of social media

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advertisement. As all the respondents' use social media, therefore

everyone should be familiar with the online advertisement.
Students of PNC BBA are familiar or not about social media
advertisement or not are known by the following table.

Figure 2.4
Popularity among the users

yes
no

Source: online Survey, 2024

Most of the users are aware about the social media sites i.e. 91

(95.5%) only few are unknown about the social media advertising

4 (4.3%).as while using the social media users watch or sees the

advertisements on the social media. therefore everyone is

known about the social media advertisements.

Types of Changes in Behavior

As the above figure 2.4 shows 60 respondents out of 95 experience
change in their life due to social media advertisement. As users use

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social media they view the advertisements which can cause certain
types of impact on the user's way of thinking or purchasing process.
The following table represents what changes has be occurred.

Table 2.6
Changes in Behavior

Value Count Percentage

Motive to purchase 34 39.1

Developing online 43 49.4

shopping habit

Attitude changes after 27 31

reading comments

Feedback affects 14 16.1

purchase

Source: 0nline Survey, 2024

The above table, shows presents the types of changes occurred in
the behaviors of respondents by the social media advertisement the
respondents' claiming that social media advertisement develops
online shopping habit is highest in number where as respondents
claiming feedback affects purchase is lowest the respondents
claiming social media motivate to purchase and attitude changes
after reading comments were 34 and 14 respectively.

Satisfaction of Respondents on Social Media ads

Satisfaction of users is the variable we wanted to know through this
research, the satisfaction of the users from social media
advertisements and online purchasing. Satisfaction varies upon

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different factors such as attitude of the user , frequency of use of

social media, quality of goods received from online purchasing The
dependent variable satisfaction of the users is measured by the
following figure. The satisfaction is measured by the likert scale.

Figure 2.5

Satisfaction

40

35

30

25

20

15

10

0
Strongly agree Agree neutral Disagree Strongly agree

Source: online Survey, 2024

The above Figure shows the degree of satisfaction measured by
Likert five point scales. Most of the respondents are agree towards
satisfaction from social media advertisement. Only 1.1% of
respondents are strongly disagreed toward social media
advertisement .the number of respondents strongly agree to
satisfaction from social media ads follows the neutral ones.

Delivery services from online purchasing

From the social media advertisements after viewing them we are
inspired to purchase goods shown in the advertisements. After
ordering the goods the delivery services are also one of the most
important factors for the customers. Consumer expects a best
delivery and services from the seller after purchasing the goods

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and services. The goods are meant to be received in a given time

and in proper condition. Here the table below measures the
delivery services from the online purchasing

Table 2.7
Delivery services

Statem Stron Agr Neutr Disagr Strong Mea S.

ents gly ee al ee ly n D

Agree Disagr

ee

Easy 17 22 29 15 12 3.1 2.9

paymen 7 1

On time 10 21 31 18 15 2.9 2.6

delivery 2 6

Fraud 15 15 32 25 9 3.0 2.7

less 5 5
Receipt
11 21 36 12 15 3.0 2.7
of
product 1 3
s in
good
conditio
n

Source: online Survey, 2024

According to Pimentel (2010), the five-point Likert scale is
considered an interval scale. The mean is very significant. From 1 to
1.8, it means strongly disagree. From 1.81 to 2.6, it means disagree.

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From 2.61 to 3.4, it means neutral. From 3.41 to 4.2, means agree.
From 4.21 to 5, it means strongly agree.
In the first statement, the mean is 3.95 and standard deviation is
3.51. Hence, it means that the majority of participants are agreed
regarding that the social mediais best for advertisement.
In the second statement, the mean is 3.48. It means that the
majority of participants are agreed regarding the social media is
effective way of doing business.
Similarly, the third and fourth statements have mean of 4.21 and
4.06 respectively which shows respondents agree to the given
statements. They are agreed and strongly agree that the social
media is crededible source of information and best for both
suppliers and customers.
The standard deviation of first, second, third and fourth statements
are 3.51, 3.14, 3.77and 3.61 which are consistent and less than
mean value. It shows that majority of the participants agree to the
given statements.
The standard deviation of first, second, third and fourth statements
are 2.91, 2.66, 2.75 and 2.73 which are consistent and mostly
similar to mean value. It shows that majority of the participants'
neutral to the given statements.

Quality of products from online shopping

The purchased goods and services should be a best quality and
right quantity. From the online shopping the quality and quantity
used by the customer are represented by the table below.

Table 2.8
Quality of the products

Statement Stron Agr Neut Disagr Stron Me S.

s gly ee ral ee gly an D
Agree Disag
ree
Products 7 11 43 20 14 2.7 2.

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as seen in 5 44
advertise
ment
Reasonab 4 10 27 20 12 2.8 2.
le price 0 50
Quality 13 19 29 22 12 2.9 2.
and 8 72
quantity
Durability 20 22 33 12 8 3.3 3.
5 05

Source: online Survey, 2024

According to Pimentel (2010), the five-point Likert scale is
considered an interval scale. The mean is very significant. From 1 to
1.8, it means strongly disagree. From 1.81 to 2.6, it means disagree.
From 2.61 to 3.4, it means neutral. From 3.41 to 4.2, means agree.
From 4.21 to 5, it means strongly agree.
In the first statement, the mean is 3.75 and standard deviation is
2.44. Hence, it means that the majority of participants are agreed
regarding that the the goods received are according to shown in the
advertisements.
In the second statement, the mean is 2.80. It means that the
majority of participants are neutral regarding the reasonable price
from online purchasing.
Similarly, the third and fourth statements have mean of 2.98 and
3.35 respectively which shows respondents neutral to the given
statements. They are neutral regarding the quality and quantity and
durability of the goods purchased from online.
The standard deviation of first, second, third and fourth statements
are 2.44, 2.50, 2.72 and 3.05 which are consistent and less than
mean value. It shows that majority of the participants agree to the
given statements.

Attitude of the user

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The attitude of the users shows the way of thinking of the users.
The social media ads are perceived by the social media and on the
basis of the attitude of the users. This table measures the attitude of
the user towards social media advertisement and online purchasing.

Table 2.9
Attitude

Statemen Strongl Agre Neutr Disagre Strongl Mea S.D

ts y e al e y n
Agree Disagre
e
Less time 28 26 21 15 5 3.60 3.2
consumin 8
g and
fraud less
Consume 21 34 23 10 7 3.54 3.2
r privacy 2
and
protectio
n
Convenie 22 37 26 8 2 3.72 3.3
nt way of 3
shopping

Easy 22 40 8 11 5 3.66 3.3

feedback 1

Promotio 47 25 2 4 0 4.04 3.7

n of 1
business
Source: online Survey, 2024

According to Pimentel (2010), the five-point Likert scale is

considered an interval scale. The mean is very significant. From 1 to
1.8, it means strongly disagree. From 1.81 to 2.6, it means disagree.
From 2.61 to 3.4, it means neutral. From 3.41 to 4.2, means agree.
From 4.21 to 5, it means strongly agree.

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In the first statement, the mean is 3.60 and standard deviation is

3.28. Hence, it means that the majority of participants are neutral
that the online shopping are less time consuming.
In the second statement, the mean is 3.54. It means that the
majority of participants are neutral regarding the consumer privacy
protection
Similarly, the third, fourth and fifth statements have mean of 3.72,
3.66 and 4.04 respectively which shows respondents neutral to the
given statements. They are neutral that the online shopping is
convenient way of doing shopping, easy feedback and promotion of
business.
The standard deviation of first, second, third and fourth statements
are 3.28, 3.22, 3.33, 3.31 and 3.71 which are consistent and less
than mean value. It shows that majority of the participants agree to
the given statements.

Descriptive analysis of independent variables

The data characteristics have been analyzed in terms of mean value
and standard deviation of each of the independent variables .
Table 2.10
Descriptive Analysis

Mean Standard deviation

Service delivery 2.430 2.210

Attitude of the user 3.712 3.370

Product quality 2.376 2.124

Source: online Survey, 2024

All variables were rated on the customer satisfaction scale. Strongly
disagree, disagree, neutral, agree and strongly agree. The above
table 2.10 indicates the descriptive statistics of customer
satisfaction towards online purchasing.

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The result has shown the mean score of service delivery are 2.430
Attitude of the user 3.712 and product quality 2.376 respectively,
which are more than average value, it indicates that the
respondents are positively inclined towards the statement and
agreed to consumer satisfaction. It shows that all respondents are
agreed or strongly agreed regarding the consumer satisfaction
towards online purchasing. Likewise, the standard deviations have
been recorded to be ranging from 2.124 to 3.370 which are more
than mean so they are consistent. It shows that the variability of
data collected is significant to be used for the purpose of study.
Thus, it can be concluded that the customers agree with the
statements that product quality, attitude of the and service delivery
have significant influence on customer satisfaction while doing
online shopping. So, product quality, attitude of the user and service
delivery influence the consumer online purchasing.

Correlation analysis
Correlation is a technique for investigating the relationship between
two or more
quantitative, continuous variables. Pearson's correlation analysis
has been carried out to analyze the degree of relationship between
two or more variables and to know to what extent variables under
study are correlated to each other. the correlation is calculated
using the mean of the variables.

Table 2.11
Correlation Analysis of customer satisfaction and independent Variables

Pearson Customer Service Attitude of Product

satisfaction delivery user quality

Customer 1
satisfaction

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Service .272** 1
delivery

Attitude of .437** .335** 1

user

Product .335** .362** .541** 1

quality

Source: Online Survey, 2024

** Correlation is significant at the 0.05 level.

Table 2.11 shows the result of the Pearson's correlation coefficient

between customer satisfaction and the independent variables taken
under study. The degree of correlation between customer
satisfaction and independent variable is 1.
(r=1) since the relation with oneself is always1.
The degree of correlation between service delivery and customer
satisfaction is 0.272 (r=0.272).
It shows low positive correlation between these two variables.
Significance level is less than 0.05 (p<0.05) which means that the
relationship is significant between service delivery and customer
satisfaction.
The degree of correlation between Attitude of the user and
customer satisfaction is 0.437 (r=0.437). It shows moderate positive
correlation between these two variables.
Significance level is also less than 0.05 (p<0.05) which means that
the relationship is
significant between Attitude and customer satisfaction.
From above figure, we can also see Attitude of the user has more
correlation with customer satisfaction than product quality.

Testing of Hypothesis

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Alternative Hypothesis H1, H2 and H3 are accepted with the

significance 0.000 of product quality which is less than p- value i.e.
(significance< 0.05). Similarly, Alternative Hypothesis H 2 is 0.022
since the significance of service delivery with customer satisfaction
is 0.035 i.e. (significance<0.05). Hence following conclusion can be
given;

H1: There is significance positive effect of product quality on

customer satisfaction
towards online purchasing.

H2: There is significance positive effect of service delivery on

customer satisfaction
towards online purchasing.

H3: There is significance positive effect of Attitude of users on

customer satisfaction
towards online purchasing.

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2.32.2 Respondent Profile

9
2.3 Findings and Discussion 24
The main purpose of the study is to investigate the impact of social
media ads on the behavior of students. The study conducted has
come up with the following the major findings:

 Out of 95 respondents 43% were male and remaining 57%

were female. Similarly, 36 out of 95 respondents' falls on age
group 22-24 whereas 16 respondents' fall on age group above
24.
 49 respondents out of 95 state their main purpose of using
social sites is information out of 44 respondents, 24 are male
and 20 female. Few respondents opined the purpose of using
social sites for business and others.
 45 respondents out of 95 perceived social media
advertisement as informative as credidable source of
information. Only 25 respondents' perceived social media as
advantageous for both consumer and suppliers., 21 male
respondents feel social media ads informative out of 68 but 15
female respondents feel irritating for social media ads out of
32.
 Most of the respondents i.e. 27 out of 95 respondents
neutrally satisfied to social media ads. Whereas only 25
opined strongly disagreed towards social media ads. The
results are consistent when viewed from gender wise
classification.
 60 respondent out of 95 responded that social media ads has
changed their life. . Similarly, 43 respondents out of 60 feels
social media ads have changed their behavior developing
online shopping habit. Both male and female respondents
have similar view on the impact of social ads.
 Majority of respondents i.e. 44 out of 95 ignored social media
Ads. None of the respondents responded that their purpose

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was other than mentioned in the table. Out of 68 respondents'

28 read or watches the social media ads curiously.
 54 respondents use the social sites 3-5 times a day and only
18 out of total use the social site once a week.
 Out of 95 respondents 72 use the Facebook mostly.
Respondents using snap chat comprise number 30. instagram
users comprises of 58 respondents. Multiple uses have been
recorded.
 Highest numbers of the respondents are not satisfied with the
product quality and service delivery from online purchasing.
 All of the respondents have been using the social sites and
were aware about social media ads.

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CHAPTER III

CHAPTER III: CONCLUSION AND IMPLICATIONS 26-28

3.1 Summary of findings 26

3.2 Conclusion AND

26
3.3 Action Implications 27

3REFERENCES
APPENDIX

LIST OF TABLES

Table Page

2.1 Summary Gender of Findings

In the world of information and technology, almost be everybody uses the
social media sites or at least one of them. The purpose of using social sites
is different according to the users. As social media users almost everybody
is familiar with the social media advertisements. Both male and female
are taken as respondents for the data collection through questionnaire.
Most of respondents' falls on age group 22-24 whereas few
respondents' fall on age group above 24. All of the respondents
have been using the social sites and were aware about social media
ads. Mostly used social media is facebook as per the data collected.
Most of the respondents experience change in their life due to the
social media advertisements. Highest number respondents used
social media sites 3-5 times a day. Furthermore the respondents are
not satisfied with the online purchasing.63.2% of the respondents

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feel impact of the social media advertisements in their lifestyle.

most of the changes are developing online shopping habit followed
by motive to purchase and others. Social media has been a part of
human life in today's world.respondents
10
2.2 Frequency of Using of Social Sites 11
2.3 Mostly Used Social Sites by the Respondents 11
2.4 Purpose of using social media sites 12
2.5 Perception Towards Social Sites Advertisement 13
2.6 Types of Changes in Behavior 16
2.7 Delivery services from online purchasing 18
2.8 Quality of products from online shopping 19
2.9 Attitude of the user 20
2.10 Descriptive analysis of independent variables 21
2.11 Correlation analysis 22

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LIST OF FIGURES
Figure Page

1.1 Theoretical Framework 6

2.2 Classifications of Respondents on the Basis of Age 10
2.3 Impacts of Social Media Ads on Its Users 14
2.4 Social media advertising among users 15
2.5 Satisfaction of Respondents on Social Media ads 17

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EXECUTIVE SUMMARY

The 3.2 Conclusion

This study has come up with the following conclusions:

Almost students use the social sites 3-5 times a day and very few of
the students use them once a week. Majority of the respondents
were female. The mostly used social media site is facebook followed
by youtube, instagram, tiktok. The main purpose of using the social
sites by the college going students is entertainment. Whereas less
priority is given for texting with friends, and e-shopping. The
perception toward social media ad is mixed in nature. Students have
diverse perception towards social sites. But most perceive social
media ads as credidible source of information. Most of the
respondents are Agree towards satisfaction of social media. But it is
followed by the neutral and strongly agree. Highest number
students' life i.e 60 has been changed by social ads. Out of changed
ones most of them were changed developing online shopping habit.
Majority of students ignore the social media ads. Facebook is the
mostly used social site among the students preferred Instagram to
the Facebook . Most of the respondents have been using the social
sites and are also aware on social media ads. Most of the
respondents are disagree with the product quality and delivery
services from the online shopping. Most of the respondents don't
feel their information are secure from online purchasing and using
social media. Some feel social advertisements are not good enough
to be shown. All he products shown in social media ads are not
according to shown. Many respondents have faced loss and fault
from online shopping. About 95.5% of the respondents are well
known about the social media advertisements.

3.3 Action Implications

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main objective of the study is to investigate the influence of social media ads on
the behavior of students. Similarly, other objective are to determine the purpose
of using social sites, assess the perception users using online social networks
and the satisfaction level of social media ads.
Descriptive research design has been used to investigate the above mentioned
purposes. Non probability sampling technique with the sample of 95 students
was taken. 43% out of 95 students were male and remaining 57% were female.
Self-administered structured Questionnaire has been used as tool for the data
collection.

The study shows that most of the students are aware about social media ads.
The respondents' main purpose of using social sites is entertainment. Also, the
respondents perceived social media ads as a credidible source of information.
Most of the respondents are neutrally satisfied to the social media ads. About
half of the respondents' lifestyle is changed by social media ads developing
online shopping habits. Most of the respondents ignore social media ads when
it is displayed. Facebook is the mostly used social site among others
alternatives.

As the main purpose of using the social sites by the students is

entertainment the developer of social media and advertisement agency can
focus how ads can be entertaining to the users. Male students use
social sites for texting purpose, thus, to target the male user
ads should be made on social sites having texting feature.
Since, the most people perceived social media ads as irritating,
It is necessary to match the needs of user and advertiser in a new way
rather than traditional advertising practice. The users (students)
because the most people perceived social media ads as irritating. The users are
not totally satisfied from the social media ads, so steps should be taken to
increase the satisfaction level by fulfilling the exact wants of users through
ads. Most of the responds life style hasn’t been changed by the
social media ads. Hence, it seems necessary to develop
effective ads instead of more numbers of ineffective ads. The
students whose life style has been changed by the social sites

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ads is developing online shopping habit .One can initiate a

online business in a social site. Almost half of students ignore
social media ads. Thus, some motivating things like gifts and
gift a like scheme need to be implemented. The social media
should assure the users convinced towards the privacy policy.
Almost students use the social sites 3-5 times a day, which is
very good news for the social sites and ads developers. as well
as social media advertisements is able to make impact on the
users life or shopping habits. Most of the respondents use
Facebook mostly so focus should be given to Facebook for the
advertisement. On the other hand, majority of female students
use Instagram and it is obvious that advertiser should focus on
Instagram to target female users. Many products are giving
negative impact on society by creating unrealistic expectations
for the products, the features that are advertised generally are
not same when dealt in real. This should be controlled. This
disappoints the consumer and the relationship gets harmed.
Social media ads should be unique and trending content should
be published. As social media empowers people in new way
advertisers need to work more the social media
advertisements. However, the social media matures, broader
social implications emerge.

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REFERENCES
Adhikari, D.R. & Pandey, D.L. (2016). Essentials of Business
Research Methods. Asmita Books Publishers & Distributors.

Boateng, O and Amankwaa, A. (2016). The Impact of Social

MediaThis study dwells on Student Academic Life in Higher
Education. Global Media Journal Retrieved from
https://globaljournals.org/, 24(3),3-8.

Cooper, D.R. & Schindler, P.S. (2003). Business Research Methods

(8th ed.). New Delhi Tata MC Graw Hill, 16(3),65-90.

Gope, K. (2012). The Impact of the Advertisements on the Social

Networking Sites: A Case Study on the Social Networking
Users of Bangladesh. University of Information Technology
and Sciences (UITS) 1. Retrieved from
http//www.researchgate.net/, 6(25),399-424.

Hossain, S. & Sakib, M.N. (2016, July). The Impact of Social Media
Marketing on University Students' Brand Loyalty. International
Journal of Marketing and Business Communication. Research
Gate 5. 1-7. Retrieved from https://www.researchgate.net/,

Israel O, & Oguche E. Knowledge and Perception of Social Media

Advertising among Students of Kogi State University,
Anyigba. Global Media Journal. 16 . Retrieved from https//
www.globalmediajournal.com/, 56(8),625-635.

James, Paul & Lukka, V. (2014). Attitudes toward Facebook

advertising. Journal of Management and Marketing Research.
14. Retrieved from https:// www.aabri.com/ manuscripts/

Kaushik, R. (2012, April). Impact of Social Media on Marketing.

Research Gate.15. Retrieved from https:
//www.researchgate.net/

Nazeer J. (2017, July). Impact of Social Media Advertisements on

University Students. Arts Social Science. Retrieved from https:

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//www.omicsonline.org/

Ochieng, K. (2010). The Effectiveness of Social Media Advertising on

College Going Social Network Site Users: A Survey of the
University of Nairobi Students. Erepository. Retrieved from
http://www.erepository.com/

Poole R. (2016) Social Media Marketing. Obelismedia. Retrieved

from http://obelismedia.com/social-media-advertising/

Social network advertising (n. d.) Retrieved April 2019

https://en.wikipedia.org/wiki/ Social_network_advertising/

Techi, A. (2016). Influence of Facebook Applications on Consumer

Purchase Intention: A Case Study of Generation Y. Retrieved
from http//www.researchgate.net/

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APPENDIX
A Questionnaire set on

Impact of Social Media Advertisements on management

Students of students because mostly the young people are influenced by the
online advertisement. As the students of Bhairahawa Multiple campus
Dear Mr. /Mrs.
I the student of BBA 7th semester of Bhairahawa Multiple Campus
would like to humbly request you to support mystudy marketing subject
as a core subject, this thus presented a platform substantive and reliable research by
filling the following questionnaire with sincerity. I would also like to
assure you that the information provided below will only be used for
the purpose of study to fulfil the partial requirement for the degree
of Bachelor of Business Administration and the personal information
will be kept confidential for your convenience.
Thanking you
 Name

 Age

1. Below 20
2. 20-30
3. Other:

 Gender

1. Male
2. Female

 Do you use social media sites?

Yes
No

 If yes, which social media do you use

Facebook
Instagram

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Tiktok
Youtube
Other:

 Do u think social media is advantageous for us?

Yes
No

 Are you aware about social media advertising?

Yes
No

 Has ads of social sites changed your lifestyle?

Yes
No
Maybe

 If yes, what kind of change?

Motive to purchase
Developing online shopping habit
Attitude change after reading comments
Feedback affects purchase
Other:

 What do u think is the purpose of using social media sites?

Strongly agree Agree Neutral

Disagree Strongly Disagree

Entertainment

Information

Texting with friends

E-shopping

Business

 What do you do when ads are displayed on social media you ar

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Read/watch it curiously
Share it on social media
Ignore
Other:

 What is your perception about social media advertisement?

Strongly agree Agree Neutral

Disagree Strongly Disagree

Social media platforms

are best for advertisement

Effective way of doing

business

Credidble source of
information

Its advantageous for

both consumer and seller

 How frequently do u use social media sites?

3-5 times a day
Once a week
3-5 times a week
Once a month
Other:

 Please read the statement and pick one option what you feel is
appropriate .

Strongly agree Agree Neutral

Disagree Stronglydisagree

It is less time
consuming and fraudless

Consumer privacy protection

Convenient way of shopping

Easy feedback

Promotion of business

 Are you satisfied with social media advertisement?

Strongly agree

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Agree
Neutral
Disagree
Strongly disagree
In your opinion, what steps should social sites initiate to make
advertisement effective? on the area of marketing.

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