DISSERTATION REPORT
ON
“The Impact of Social Media Advertising on Consumer
Purchasing Decisions in E-Commerce.”
SUBMITTED FOR THE PARTIAL FULFILLMENT OF AWARD
OF BACHELOR’S DEGREE IN COMMERCE
Submitted by:
Name - Amrita Sabat
Roll No.- 2246026
Batch - B.Com. (2022-2025)
Under the Supervision of:
Guide Name - Dr. Himanshu Agarwal
Department of Commerce,
School of Economics & Commerce,
KIIT Deemed to be University, Bhubaneswar
DEPARTMENT OF COMMERCE
School of Economics & Commerce
KIIT Deemed to be University, Bhubaneswar, Odisha
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DECLARATION
I do hereby declare that the dissertation report titled “The Impact of Social Media Advertising
on Consumer Purchasing Decisions in E-Commerce’’ submitted to the School of Economics
& Commerce, KIIT deemed to be University for the partial fulfillment of Bachelor of
Commerce is based on my original work and the same has not been submitted either in part
or full for the award of degree to any other university or sent for publication.
Amrita Sabat
2246026
GUIDE CERTIFICATE
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This is to certify that the SIP report titled “The Impact of Social Media Advertising on
Consumer Purchasing Decisions in E-Commerce.” submitted to the KIIT Deemed to be
University for the partial fulfillment of Bachelor of Commerce/Master of Commerce in
Commerce by Amrita Sabat embodied the results of bonafide work carried out by her/his
under my guidance and supervision. No part of the study reported here has so far been
submitted anywhere for any other degree or diploma.
Dr. Himanshu Agarwal
Supervisor
ACKNOWLEDGMENT
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I would like to express my deepest gratitude to everyone who supported and guided me
throughout the journey of completing this dissertation.
First and foremost, I extend my sincere thanks to my supervisor, [Dr. Himanshu Agarwal ],
for their invaluable guidance, constructive feedback, and continuous encouragement
throughout this research. Their expertise and insight have been instrumental in shaping the
direction of this study.
I would also like to acknowledge the support of [ DEPARTMENT OF COMMERCE] for
providing the necessary resources and academic environment to carry out this work.
My heartfelt appreciation goes to all the respondents who took the time to participate in the
survey and share their perspectives. Their input was crucial in understanding the real-world
implications of social media advertising on consumer behavior.
Amrita Sabat
2246026
ABSTRACT
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In the digital age, social media has evolved from a mere communication platform into a
powerful marketing tool, significantly influencing consumer behavior and business strategies.
This dissertation explores the impact of social media advertising on consumer purchasing
decisions within the context of e-commerce. The study aims to understand how various
elements of social media advertising—such as influencer marketing, targeted advertisements,
user-generated content, and interactive features—affect consumers’ attitudes, trust, and
ultimately, their buying behavior.
A mixed-methods approach was employed, combining quantitative data from consumer
surveys with qualitative insights from interviews. The findings reveal that social media
advertising plays a substantial role in shaping consumer perceptions, brand awareness, and
purchase intentions. Key factors such as ad relevance, visual appeal, and credibility of the
source were found to significantly influence decision-making. Moreover, the study highlights
that trust and perceived authenticity are critical mediators in converting online engagement
into actual purchases.
This research contributes to the growing body of knowledge on digital marketing and
consumer behavior by offering practical insights for e-commerce businesses aiming to
optimize their social media strategies. It concludes with recommendations for marketers to
enhance consumer trust and engagement through authentic, personalized, and strategically
targeted content.
Table of Contents
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1. Chapter 1: Introduction
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Research Objectives
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope and Limitations
1.7 Structure of the Dissertation
2. Chapter 2: Literature Review
2.1 Introduction
2.2 Social Media Advertising
2.3 Consumer Behavior in E-Commerce
2.4 Theoretical Framework
2.5 Empirical Studies
2.6 Research Gap
3. Chapter 3: Research Methodology
3.1 Research Design
3.2 Population and Sampling
3.3 Data Collection Methods
3.4 Data Analysis Techniques
3.5 Validity and Reliability
3.6 Ethical Considerations
4. Chapter 4: Data Analysis and Results
4.1 Introduction
4.2 Demographic Profile of Respondents
4.3 Analysis of Responses
4.4 Discussion of Findings
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5. Chapter 5: Discussion of Findings
5.1 Introduction
5.2 Key Findings
5.3 Comparison with Previous Studies
5.4 Theoretical Implications
5.5 Practical Implications
5.6 Limitations of the Study
5.7 Suggestions for Future Research
6. Chapter 6: Conclusion and Recommendations
6.1 Summary of Key Findings
6.2 Contributions to Knowledge
6.3 Recommendations for E-Commerce Marketers
6.4 Limitations of the Study
6.5 Suggestions for Future Research
7. References
8. Appendices
Chapter 1: Introduction
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1.1 Background of the Study
In recent years, social media platforms have evolved into powerful marketing ecosystems.
With over 4.89 billion users globally (Statista, 2023), platforms like Instagram, Facebook,
TikTok, and YouTube have become central to brand-consumer interaction. Businesses,
particularly in the e-commerce sector, utilize social media not only to reach large audiences
but also to engage them through visually appealing, interactive, and personalized advertising
(Appel et al., 2020). The convergence of digital connectivity and consumer convenience has
reshaped traditional purchase pathways into real-time, social-influenced experiences.
Social media advertising enables businesses to target specific demographics based on user
behavior, location, interests, and engagement history (Kaplan & Haenlein, 2010). The
incorporation of user-generated content, peer reviews, and influencer endorsements further
impacts the consumer decision-making process. Yet, the actual influence of these elements on
final purchase decisions—especially in the context of e-commerce—remains an area
requiring more empirical exploration.
1.2 Statement of the Problem
Despite the widespread use of social media advertising, its tangible effect on e-commerce
purchase behavior is still debated. While some studies highlight positive correlations between
ad exposure and buying intention, others suggest that oversaturation and ad fatigue diminish
effectiveness (Dehghani et al., 2016). Moreover, consumer skepticism due to misinformation,
privacy concerns, or sponsored content can mediate or neutralize the intended advertising
impact. The problem lies in understanding which advertising factors (e.g., ad format,
influencer authenticity, interactivity) truly drive consumer actions and under what conditions.
1.3 Research Objectives
● To evaluate the impact of social media advertising on consumer purchasing decisions
in e-commerce.To identify which features of social media ads (visuals, influencers,
interactivity, relevance) most affect consumer behavior.
● To examine the roles of trust, engagement, and ad perception in mediating advertising
effectiveness.
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● To offer strategic insights and recommendations to e-commerce businesses for
optimizing advertising strategies.
1.4 Research Questions
1. How does social media advertising influence consumer purchasing decisions in the e-
commerce space?
2. What specific elements of social media ads are most influential in driving purchases?
3. In what ways do trust and consumer engagement affect the advertising-purchase
relationship?
1.5 Significance of the Study
This research offers academic and practical contributions. Academically, it bridges the gap
between advertising theory and emerging digital consumer behaviors. Practically, it provides
actionable insights for marketers in the e-commerce industry to design more effective social
media campaigns that translate into conversions. As online shopping continues to dominate
retail, understanding digital consumer psychology is critical for sustaining competitive
advantage.
1.6 Scope and Limitations
This study focuses on social media users aged 18–45 who have made online purchases in the
last 12 months. Geographically, the study is confined to [insert country/region], which may
affect the generalizability of results. Moreover, as data is self-reported through surveys, it
may be subject to bias or inaccuracies stemming from memory or perception errors.
1.7 Structure of the Dissertation
The dissertation is organized into six chapters. Chapter One introduces the topic, objectives,
and scope. Chapter Two reviews relevant literature and theories. Chapter Three explains the
methodology. Chapter Four presents and analyzes the data. Chapter Five discusses the
findings in depth, while Chapter Six concludes with recommendations and areas for future
research.
Chapter 2: Literature Review
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2.1 Introduction
This chapter explores existing academic literature and theoretical frameworks that support the
investigation of how social media advertising influences consumer behavior in e-commerce.
The review encompasses core concepts such as the nature of social media advertising, online
consumer behavior, theoretical models, and findings from empirical studies.
2.2 Social Media Advertising
Social media advertising refers to the use of social networking platforms to deliver
promotional messages to targeted audiences. Unlike traditional advertising, social media ads
are interactive, personalized, and often embedded in users’ social feeds (Tuten & Solomon,
2017). Platforms such as Instagram and TikTok leverage algorithmic ad placements to deliver
highly tailored content based on users’ interests, behaviors, and engagement patterns.
Key formats include:
● Display ads and sponsored posts
● Influencer marketing
● User-generated content (UGC)
● Shoppable posts and reels
According to Duffett (2017), social media advertising significantly enhances brand
recognition, especially when ads are emotionally engaging and visually appealing.
Engagement features like likes, shares, and comments not only extend reach but also
contribute to perceived trustworthiness.
2.3 Consumer Behavior in E-Commerce
Online consumer behavior refers to the psychological and behavioral patterns users display
when interacting with e-commerce platforms. Unlike in-store purchases, online buying is
largely influenced by digital stimuli such as:
● Reviews and testimonials
● Social proof and peer influence
● Personalized recommendations
● Instant gratification mechanisms
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A study by Hajli (2014) emphasized the importance of social commerce constructs, including
trust, social support, and information sharing, in shaping consumer purchase intentions. In the
e-commerce landscape, consumers heavily rely on other users’ feedback, influencer
credibility, and product visibility on social media to make buying decisions.
2.4 Theoretical Framework
Several theoretical models underpin the relationship between social media advertising and
consumer behavior:
AIDA Model (Attention, Interest, Desire, Action)
Developed in the late 19th century, the AIDA model remains relevant in digital advertising.
Social media ads that effectively capture attention, generate interest, create desire, and
prompt action (e.g., clicks, purchases) are seen as more successful (Rawal, 2013).
Technology Acceptance Model (TAM)
Originally developed by Davis (1989), TAM explains how perceived usefulness and ease of
use influence the acceptance of technology. Applied to social media advertising, if users find
ads relevant and non-intrusive, they are more likely to engage with them.
Elaboration Likelihood Model (ELM)
This model posits that individuals process persuasive messages through central or peripheral
routes (Petty & Cacioppo, 1986). On social media, the central route involves logical
evaluation (e.g., product specs), while the peripheral route relies on superficial cues like
celebrity endorsement or aesthetic appeal.
2.5 Empirical Studies
Numerous studies have examined the influence of social media on consumer behavior.
● Ebrahim (2020) found that Instagram influencers significantly impact young adults'
purchase decisions, especially when the influencer is perceived as trustworthy and
relatable.
● De Veirman et al. (2017) showed that influencer popularity alone does not guarantee
persuasion; congruence between influencer and brand is critical.
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● Alalwan (2018) argued that interactivity, informativeness, and entertainment are key
predictors of the effectiveness of social media advertisements.
Studies also indicate that engagement metrics (likes, shares, comments) serve as social
validation, increasing consumer confidence in the advertised product (Cheung et al., 2009).
2.6 Research Gap
While many studies affirm the effectiveness of social media advertising, fewer have analyzed
the entire consumer journey—from ad exposure to final purchase—within an e-commerce
context. Additionally, most research has focused on Western markets, with limited insights
into how cultural or regional differences might influence social media ad effectiveness in
other contexts.
This research aims to bridge this gap by:
● Exploring the full behavioral impact of social media ads on e-commerce customers.
● Investigating the psychological drivers such as trust, perceived authenticity, and peer
influence.
● Contributing context-specific findings that can inform localized marketing strategies.
Chapter 3: Research Methodology
3.1 Research Design
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This study adopts a quantitative research design, which is well-suited for examining
measurable variables and testing relationships between them (Creswell, 2014). A cross-
sectional survey approach was employed to gather data from e-commerce consumers about
their interactions with social media advertising and its impact on their purchasing decisions.
The rationale behind using a quantitative method is its ability to generate objective, statistical
insights that can be generalized to a broader population (Bryman, 2016). This design also
supports hypothesis testing and the analysis of trends in consumer behavior.
3.2 Population and Sampling
The target population comprises individuals aged 18 to 45 who actively use social media and
have made at least one e-commerce purchase in the past six months. This age group was
chosen due to its high engagement with digital platforms and purchasing power.
A non-probability purposive sampling method was used to select participants. This
approach ensures that respondents meet specific criteria relevant to the research objectives.
The sample size was determined using the Cochran formula, and a total of 300 valid
responses were obtained, which exceeds the minimum threshold for robust statistical analysis
(Bartlett, Kotrlik & Higgins, 2001).
3.3 Data Collection Methods
Primary data was collected through an online questionnaire distributed via Google Forms.
The questionnaire included both closed-ended and Likert-scale questions and was divided
into four sections:
1. Demographic Information
2. Social Media Usage Patterns
3. Perceptions of Social Media Advertising
4. Purchase Behaviors and Decision-Making
The survey was pre-tested with a small sample to ensure clarity and reliability. Based on
feedback, minor modifications were made to improve the instrument.
3.4 Data Analysis Techniques
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The data was analyzed using Statistical Package for the Social Sciences (SPSS) version 26.
Analytical methods included:
● Descriptive Statistics: Frequencies, means, and standard deviations were calculated to
summarize demographic and behavioral data.
● Correlation Analysis: Pearson’s correlation was used to examine relationships
between ad features and purchase intent.
● Multiple Regression Analysis: Employed to determine which elements of social
media advertising (e.g., trust, interactivity, visual appeal) significantly predict
consumer purchasing decisions.
● Reliability Testing: Cronbach’s alpha was calculated to assess the internal consistency
of the questionnaire constructs.
3.5 Validity and Reliability
To ensure the validity of the instrument:
● Content validity was established by consulting academic experts and reviewing
previous research tools.
● Construct validity was tested using exploratory factor analysis (EFA), confirming that
survey items clustered under expected dimensions (e.g., trust, engagement).
The reliability of each scale was confirmed with Cronbach’s alpha values above 0.7,
indicating acceptable internal consistency (Nunnally & Bernstein, 1994).
3.6 Ethical Considerations
The study followed ethical guidelines to protect the rights and privacy of participants:
● Participation was voluntary, with informed consent obtained before data collection.
● Anonymity and confidentiality were ensured by not collecting identifying information
Chapter 4: Data Analysis and Results
4.1 Introduction
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This chapter presents and interprets the findings from the survey data collected. The analysis
is structured to reflect the research objectives and answer the formulated research questions.
SPSS software was used to analyze the data using both descriptive and inferential statistics.
4.2 Demographic Profile of Respondents
A total of 300 valid responses were received. The demographic distribution is summarized
below:
● Gender: 52% female, 47% male, 1% non-binary/other
● Age:
○ 18–24: 28%
○ 25–34: 42%
○ 35–44: 24%
○ 45+: 6%
● Education Level:
○ Bachelor’s degree: 48%
○ Master’s degree: 30%
○ Diploma/Certificate: 12%
○ Other: 10%
● Monthly Online Shopping Frequency:
○ Once: 14%
○ 2–3 times: 48%
○ 4–5 times: 26%
○ More than 5: 12%
This demographic breakdown indicates a predominantly young, educated, and tech-savvy
population—a relevant segment for social media advertising research.
4.3 Social Media Usage Behavior
● Most Used Platforms:
○ Instagram (72%)
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○ Facebook (68%)
○ TikTok (55%)
○ YouTube (51%)
○ Twitter/X (22%)
● Average Time Spent Daily on Social Media:
○ Less than 1 hour: 10%
○ 1–3 hours: 45%
○ 3–5 hours: 30%
○ More than 5 hours: 15%
This confirms that respondents are active users of multiple social media platforms, spending a
significant portion of their time daily on these apps.
4.4 Perception Toward Social Media Advertising
Participants were asked to respond to statements using a 5-point Likert scale (1 = Strongly
Disagree, 5 = Strongly Agree). Key findings include:
Statement Mean SD
Social media ads are visually appealing. 4.2 0.7
I trust ads endorsed by influencers. 3.8 0.9
Interactive features (polls, swipe-ups) enhance my interest. 4.1 0.8
Ads help me discover new products. 4.3 0.6
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I feel overwhelmed by excessive advertising. 3.5 1.0
These results suggest that while most respondents find social media advertising effective and
engaging, some experience mild ad fatigue.
4.5 Influence on Purchase Behavior
Participants reported their typical behavior after encountering an ad:
● Visited product website: 68%
● Added item to cart: 49%
● Made a purchase: 36%
● Ignored the ad: 18%
These findings confirm that social media ads often prompt action, though the transition from
interest to purchase still faces drop-offs.
4.6 Correlation Analysis
To identify relationships between key variables, Pearson correlation coefficients were
calculated:
● Visual Appeal ↔ Purchase Intention: r = 0.62 (p < 0.01)
● Influencer Trust ↔ Purchase Intention: r = 0.54 (p < 0.01)
● Interactivity ↔ Engagement: r = 0.65 (p < 0.01)
These indicate significant positive correlations—visually appealing and interactive ads, as
well as trusted influencers, are all strongly linked to increased consumer engagement and
purchase intention.
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4.7 Regression Analysis
A multiple regression was run to predict purchase intention from the following variables:
visual appeal, trust in influencers, interactivity, ad relevance.
Model Summary:
● R² = 0.57, indicating that 57% of the variance in purchase intention can be explained
by the model.
Predictor B Beta Sig.
Visual Appeal 0.34 .36 .000
Influencer Trust 0.29 .31 .000
Interactivity 0.22 .25 .001
Relevance 0.18 .20 .003
All variables significantly predict purchase intention, with visual appeal being the strongest
predictor.
4.8 Summary of Key Findings
● Social media advertising positively influences consumer engagement and purchase
behavior.
● Visual appeal, influencer credibility, and ad interactivity are crucial drivers.
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Chapter 5: Discussion and Findings
5.1 Introduction
● Overview of the chapter’s purpose
● Connection between research findings and research questions
5.2 Key Findings
● Visual Appeal: Ads that are visually appealing lead to higher purchase intention.
● Influencer Trust: Trust in influencers affects consumer behavior and purchasing
decisions.
● Interactivity: Interactive ads (polls, swipe-ups) increase consumer engagement.
● Relevance: Personalized ads based on consumer interests are more likely to convert.
5.3 Comparison with Previous Studies
● AIDA Model: Findings support the AIDA model in digital advertising.
● Technology Acceptance Model (TAM): The study aligns with TAM, showing that
ease of use in ads increases consumer engagement.
● Elaboration Likelihood Model (ELM): Ads using emotional and peripheral cues (e.g.,
influencers, visuals) are more persuasive.
5.4 Theoretical Implications
● Supports the continued relevance of traditional advertising models in digital
platforms.
● Highlights the importance of social influence in consumer decision-making.
5.5 Practical Implications
● Ad Design: Focus on visually appealing content for better consumer engagement.
● Influencer Marketing: Collaborate with trustworthy and relatable influencers.
● Interactive Ads: Use features like polls and links to enhance engagement.
● Personalization: Create personalized ads to improve purchase intent.
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5.6 Limitations of the Study
● Sample Bias: Limited to a younger demographic.
● Geographical Limitations: Study conducted in one region.
● Self-Reported Data: Possible biases in how participants answered the survey.
5.7 Suggestions for Future Research
● Long-Term Studies: Track how social media advertising impacts consumer behavior
over time.
● Cross-Cultural Studies: Examine how social media ads work across different
countries and cultures.
● Ad Fatigue: Study the effects of ad oversaturation on consumer behavior.
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Chapter 6: Conclusion and Recommendations
This final chapter summarizes the key findings of the research, offers a conclusion based on
the analysis, and provides practical recommendations for e-commerce businesses and
marketers. It also suggests areas for future research.
6.2 Summary of Key Findings
The study explored the impact of social media advertising on consumer purchasing decisions
within the e-commerce sector. Key findings include:
● Visual Appeal: Visually attractive ads significantly influenced consumer engagement
and purchasing decisions. High-quality images, engaging video content, and a clear
product presentation were crucial in capturing consumer attention and increasing their
likelihood of making a purchase.
● Influencer Marketing: The study showed that influencer endorsements can have a
powerful impact on consumer behavior. Trust in the influencer and the perceived
authenticity of their recommendations were key factors that affected consumer trust
and purchase decisions.
● Interactivity: Consumers responded more positively to interactive advertisements.
Features such as polls, clickable product tags, and swipe-up links helped engage
consumers and increased their likelihood to take action (e.g., making a purchase or
clicking through to a product page).
● Personalization: Ads that were personalized based on consumer interests or past
behaviors led to higher engagement and greater purchase intention. Personalized ads
that appeared relevant to the individual’s preferences were far more effective than
generic ones.
6.3 Conclusions
The findings suggest that social media advertising is a powerful tool for influencing
consumer purchasing decisions in e-commerce. By integrating visual appeal, influencer
marketing, interactive features, and personalized content, e-commerce brands can
significantly enhance consumer engagement and conversion rates. The study underscores the
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importance of understanding the psychological and social factors that drive consumer
behavior on social media platforms.
The research also demonstrated that traditional advertising theories such as the AIDA model,
the Technology Acceptance Model (TAM), and the Elaboration Likelihood Model (ELM)
still apply in the digital age. These models help explain the mechanisms by which consumers
process and respond to social media ads. Thus, marketers can use these frameworks to design
more effective social media advertising strategies.
6.4 Practical Recommendations
Based on the study’s findings, the following recommendations are made for e-commerce
businesses seeking to optimize their social media advertising efforts:
1. Ad Design and Visual Appeal:
E-commerce brands should focus on creating ads that are visually attractive and easy
to digest. High-quality images, compelling video content, and attention-grabbing
visuals should be prioritized to capture the target audience’s attention quickly. The
use of bright colors, strong contrast, and clear product showcases will make ads more
appealing.
2. Influencer Marketing Strategy:
Collaborating with influencers who are perceived as trustworthy and authentic is
crucial. E-commerce brands should choose influencers who align with their values
and whose audiences share similar interests. Authenticity is key—consumers are more
likely to trust influencers who genuinely endorse products they believe in.
3. Interactive and Engaging Content:
Ads should be designed to promote interaction. Features such as polls, quizzes, and
swipe-up links can increase engagement and make the experience more enjoyable for
consumers. Interactive elements encourage users to participate and engage with the
content, creating a more personalized advertising experience.
4. Personalization and Targeting:
Brands should leverage data analytics to personalize ads based on consumers’ past
behaviors, interests, and preferences. Personalization increases the likelihood of
conversion by making ads feel more relevant to the individual consumer. By tailoring
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content to the needs and preferences of their target audience, e-commerce businesses
can drive higher engagement and sales.
5. Consistency Across Platforms:
E-commerce brands should maintain consistency in their messaging and visuals
across various social media platforms. Consumers should recognize the brand’s
message and visual style, whether they encounter the ad on Instagram, Facebook, or
TikTok. Consistency builds trust and strengthens brand recall.
6.5 Suggestions for Future Research
This study opens up several areas for future research in the field of social media advertising
and consumer behavior:
1. Long-Term Effects of Social Media Advertising:
Future research could track consumer behavior over a longer period to understand
how exposure to social media ads affects long-term purchasing habits, brand loyalty,
and consumer retention. Longitudinal studies would provide deeper insights into the
sustained impact of advertising on consumer decisions.
2. Cross-Cultural Studies:
Further studies could investigate how cultural differences influence the effectiveness
of social media advertising. Consumer behavior varies across regions, and
understanding these variations can help businesses design more effective global
marketing strategies.
3. Ad Fatigue and Oversaturation:
Investigating the effects of ad oversaturation—when consumers are exposed to too
many ads in a short period—could be valuable. Future research could explore how
frequent ad exposure affects consumer attitudes and behavior, and how businesses can
avoid diminishing returns from overexposure.
4. Impact of Emerging Technologies:
Research into the role of new technologies such as augmented reality (AR) or
artificial intelligence (AI) in social media advertising could be useful. Exploring how
these technologies enhance the consumer experience and influence purchasing
decisions will help businesses stay at the forefront of digital marketing innovations.
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6.6 Conclusion
This study highlights the significant role that social media advertising plays in shaping
consumer purchasing decisions in e-commerce. By understanding the factors that drive
engagement—such as visual appeal, influencer trust, interactivity, and personalization—e-
commerce brands can design more effective advertising strategies. The integration of
traditional advertising models with modern digital platforms offers a powerful framework for
businesses seeking to maximize the impact of their social media marketing efforts.
Through continued research and adaptation to emerging trends, businesses can stay ahead of
the competition and foster long-lasting relationships with their consumers.
References
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● Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence
of YouTube advertising for attraction of young customers. Computers in Human
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● Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and
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● Statista. (2023). Number of social media users worldwide from 2017 to 2027.
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users/
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Appendices
● Survey Questionnaire
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