Quest Journals
Journal of Research in Business and Management
Volume 10 ~ Issue 8 (2022) pp: 189-192
ISSN(Online):2347-3002
www.questjournals.org
Research Paper
A Study on Effectiveness of Advertisements In Social
Media
DIVYASHREE P
ABSTRACT
Social media is used by billions of people around the world and has fast become one of the defining
technologies of our time. Social media allows people to freely interact with others and offers multiple ways for
marketers to reach and engage with consumers. Due to its dynamic and emergent nature, the effectiveness of
social media as a marketing communication channel has presented many challenges for marketers. It is
considered to be different to traditional marketing channels. Social Medias' are increasingly replacing
traditional media, and more consumers are using them as a source of information about products, services and
brands. The purpose of this paper is to focus on where to believe the future of social media lie when considering
consumer products. The Paper followed a deductive approach and this paper attempts to review current
scholarly on social media marketing literature and research, including its usage, benefits and downsides. As a
result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the
present marketing scene.
Received 15 July, 2022; Revised 28 August, 2022; Accepted 31 August, 2022 © The author(s) 2022.
Published with open access at www.questjournals.org
I. INTRODUCTION
A social media is an online platform which people use to build social networks or social relationswith
other people who share similar personal or career interests, activities, backgrounds or real-life connections.
Social media is the collective of online communications way dedicated tocommunity-based input, interaction,
content sharing and collaboration.Social media has different forms, together with blogs, micro-blogs, wikis,
social networking sites, photo-sharing sites, instant messaging, video-sharing sites,podcasts, widgets, virtual
worlds, and more. Billions of people around the world use social mediato share information and make a
connection. There are two types of social media users; digitalnatives and digital immigrants. Digital natives are
the ones who were born after 1980; they cameto this world when the digital media existed. Digital immigrants
are the ones who were born before1980 and introduced their lives to digital media.Facebook,Twitter, LinkedIn,
Reddit, Pinterest, etc. are popular social media. Nowadays social media isbecoming an integral part of life
online as social websites and applications proliferate. Now oneof the main reasons of using social media by the
company to customer engagement.People usingsocial media give like, comments about the products or service
and expressing their views. Thenpeople also share their feelings about the products to their friends, family,
colleagues and morecustomers and client are engaged. Ultimate aim of company is served.
OPPORTUNITY OF SOCIAL MEDIA
In business, social media is used to market products, promote brands, connectingto currentcustomers
and foster new business. Company makes business decision interpreting the data fromblogs and social media
which is called social media analytics. Social networking to help a companyincrease brand exposure and
broaden customer reach.With the help of social media optimization(SMO) drawing new and unique visitors to a
website. Social media platforms help an organizationstay close to their customers and make it easier to conduct
research that they can use to improvebusiness processes and operations.
OBJECTIVE OF THE RESEARCH
The study is conducted with the following objectives:
1) To understand the demographic factors of the respondents’.
2) To understand the credibility of social media advertising
3) To know the customer engagement with the social media advertising
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A Study on Effectiveness of Advertisements In Social Media.
4)Examine and evaluate the effectiveness of social media marketing to promote products and services
STATEMENT OF THE PROBLEM
The research pertains to finalize the effectiveness of advertisements in social media with 100 selected
respondents’. The study on effectiveness of advertisements in social media helps to know:
1) What type of social media platform is effective to reach the target market?
2) How the social media advertising is influential to customers?
3) How far the social media advertising promote the products and customers?
II. LITERATURE SURVEY
According to Cox, Sarah (2012), it was essential that small businesses understand today’s social media
driven environment. They should also know the strategies behind using social media such as Facebook and
Twitter for growing their business and to stay competitive and reach their target markets. However, many small
businesses did not have a strategy when they began using social media.
Social media has been used as a major marketing platform in the past few years. Minton (2012) describes
in detail about how social media has become more effective in terms of different ways of communication. Minton
(2012) mentions how social media has increased to the point that it is now involved in the workplace. Many
companies have utilized social media strictly for marketing purposes. Studies have been conducted and results
show that marketing through social media has led to more success with various companies. Careers Along with
marketing, a great amount of job opportunities has opened up from social media.
Social media is a term that academics and professionals use to describe this media. One of the basic
definitions of social media is “sites where users actively participate to determine what is popular” (“SEMPO,”
2017), and another definition is “a platform for interaction and networking” (Eisenberg, 2008). Social media is
beginning to be considered as an important marketing tool in digital economies for companies.
The social media literature gives special emphasis to consumers in the B2C context (Michaelidou,
Siamagka, & Christodoulides, 2011). In other words, researchers have focused more on the user side rather
than on the companies’ views (Jussila, 2015, p. 3). B2C companies are aware of the importance of social media
and desire to reach consumers by using social media channels (SMCs). They use social media to attract new
customers, develop relationships, and increase awareness.
According to the American Marketing Association, social media marketing refers to promoting
business products or services through effective social media platforms (AMA, 2021).
As social media ad content demonstrates an appropriate medium for such goal by its format which
maintains both execution of personal contacts and besides product information mostly provided as pictures and
videos, consumers intentionally looking for it (Dao et al., 2014; Hamouda, 2018).
III. METHODOLOGY
1.RESEARCH DESIGN
The research design is a conceptual structure within which the research is conducted. It constitutes the
blue print for the collection, measurement and analysis of data. Research design can be defined as the
arrangement of conditions for the collection and analysis of data in a manual that aims to combine relevance to
the research purpose with economic in procedure. The present study is a descriptive research design, and
includes survey of different kinds. The validity of any research was based on the systematic method of data
collection and analysis. The present study used both primary as well as secondary data. The present study deals
with the various demographic variables and respondents’ satisfaction level towards social media advertising. In
order to acquire the information during the preliminary phase of the study researcher met young consumers. The
pilot study gave direction to the researchers to fix the aim, the objectives of the study and the feasibilities of the
study. The discussion with the consumers encouraged to formulate the research problem.
SAMPLE DESIGN
Simple random sampling method was used to collect the pertinent data from the respondents. The samplefor the
study were 100 selected respondents.
NATURE OF DATA
The study used both primary as well as secondary data.
Primary Data
The primary data are those which are collected fresh and for the first time thus happen to be original in chapter.
The basic information that is collected by the research from the respondent is the primary data. Primary data is
collected from the respondents through structured questionnaire. The primary data is collected from the
respondents. First-hand information is collected through questionnaire method and tabulated in a systematic
manner.
*Corresponding Author DIVYASHREE P 190 | Page
A Study on Effectiveness of Advertisements In Social Media.
Secondary Data
Apart from primary data, we have also collected some secondary data. Websites, books, journals, articles, and
magazines were referred for the purpose to enable proper understanding of the study.
TOOLS USED FOR DATA COLLECTION
Questionnaire is the main tool used for collecting the data. Hence, efforts have been taken to construct the
questionnaire in a systematic way with adequate and relevant questions to ensure the research objective. The
questionnaire design is built up to know the awareness of the respondents.
HYPOTHESIS TESTED
1. There is significant relationship between age and customer engagement
2. There is significant relationship between quality of content and customer engagement
3. There is significant relationship between user experience and customer engagement
IV. RESULTS
Majority(37%)oftherespondentsareinbelow20yearscategoryofagegroup.Majority(59%)oftherespondents
are male. Majority (60%) of the respondents are undergraduates. Majority (40%) of the respondents’
annualincomeisbelow1lakh.Majority(55%)oftherespondents’ occupation is students. Majority (56%) ofthe
respondents are unmarried. Majority (54%) of therespondentsareinruralarea.Majority(67%)oftherespondents are
in nuclear family. Majority (54%) of therespondentshave3-4membersintheirfamily.Majority(35%) of the
respondents’ main purpose of using socialmediaadvertisingistogetinformation.Majority(58%)ofthe respondents
are interested in watching social mediaadvertisement.Majority(33%)oftherespondentswatched 1 - 2 times the
social media advertisement in aday. Majority (32%) of the respondents said that
socialmediaisthemosteffectivemediaforpublishinganadvertisement.Majority(41%)ofrespondents’ use YouTube as
an effective platform for social media advertising. Majority (35%) of therespondents’ campaign objective is to
target specific
customers.Majority(32%)oftherespondentssharedtheirexperiencetoothersaboutsocialmediaadvertisementbecauset
heyfeltprotectingothers.Majority(45%)oftherespondents benefited reach and frequency from social media
advertising. Majority (46%) of the respondents spent lessthan 5 minutes in social media advertisement in a
day.Majority (32%) of the respondents feelagree that they are highly engaged in watching
socialmediaadvertisements.Majority (41%) of the respondents think agree that
theyhaveabilitytoseekoutproducts/servicesthroughsocialmediaadvertisements.Majority(45%)oftherespondentsthin
kagreethattheyarehelpedbygeneratingnewcustomersandpromotingtheproductsandservicesthrough social media
advertisements..Majority(36%)oftherespondents’levelofsatisfactionissatisfiedtowardswatchingsocialmediaadvert
ising. Majority (40%) of the respondents’ level ofsatisfaction is satisfied towards reach of social
mediaadvertisements.Majority(38%)oftherespondents’agree that quality of content makes social media
advertising effective.Majority(36%)oftherespondents’strongly agree that the user experience is better from social
media advertising.Majority(46%)oftherespondentssometimesfacedprivacyproblemswhilewatchingsocialmedia
advertising. There is no significant relationship between age and customer engagement. There is significant
relationship between quality of content and customer engagement. There is no significant relationship between
user experience and customer engagement.
SCOPE OF THE STUDY
The scope of this study will focus on the effectiveness of social media marketing in increasing a business’ sales
and profit. It will also measure how often a consumer spends in social media and what type social media tools
are they using to promote their products and services.
V. SUGGESTIONS
The following are the suggestions given for the study:
1) To attract the customer be aware of the customer and sensitive about the content that is created or shared
through social media.
2) To avoid increase in traffic through social media select the right platform of social media to attract the target
audience.
3) To compete with the competitors increase brand awareness across all social media platforms, employee
advocacy is one of the best strategies.
VI. CONCLUSION
The social media advertising is effective in terms of publicity and cost. It is a safe assumption to say
that advertising on a social media is very effective. It is free to advertise on a social media site. There are no
downsides to advertising on social media sites as it cost efficient, works and provides many different options for
*Corresponding Author DIVYASHREE P 191 | Page
A Study on Effectiveness of Advertisements In Social Media.
companies. Social media advertising is booming and needs to be more efficient in terms of reducing noise and
grab customer attention.
REFERENCES
[1]. Barger, V., Peltier, J. and Schultz, D. (2016), “Social media and consumer engagement: a review and research agenda” Journal of
Research in Interactive Marketing, vol. 10, no. 4.
[2]. Pillai RSN, Bagavathi: Modern Marketing Principles and Parties, sultan Chandara Company limited, New Delhi.
[3]. CR Kothari: “Research Methodology”, Methods and Techniques, 2nd edition, New Delhi, New age international private limited,
Publishers 2004.
[4]. Bashar, A. set. Al, (2012).Effectiveness Social Media as a Marketing Tool.
*Corresponding Author DIVYASHREE P 192 | Page
