THE EFFECTS OF SOCIAL MEDIA ADVERTISING ON CONSUMER BEHAVIOUR: A STUDY ON THE PATRONAGE OF COSMETIC PRODUCTS AMONG UNIVERSITY STUDENTS (original) (raw)
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Technology development has changed the preference and way of life of people globally. Modern technologies and the internet are intensely using by marketers as a tool of communication to attract and engage the world population towards the brand. However recent development and use of social networking sites switched the marketers from traditional to digital marketing. Therefore, to determine the relationship among social media advertising and consumer buying behavior towards the cosmetic goods as well as to examine the popularity of cosmetic goods among female of diverse age group through various social media channels in Malaysia is the main objective of this study. Moreover, as a market analyst to predict the best social media channel of advertising for the different age group of females was also concerned with this research. Quantitative research approach was conducted with the sample size of 220 female target groups. Further, non-probability sampling (convenience) is used to gather the data and for the analysis of data, SPSS and Rapid miner software were used. To check the hypothesis acceptance, analysis of multivariate was conducted as well as decision tree is applied to predict the best social media channel for marketers. Key outcomes of multiple regression displayed that there is a significant association amomg customer loyalty, customer engagement and EWOM with consumer buying behaviour as well customer loyalty was found as a more influential variable in social media advertising. Decision tree results showed that Facebook and Instagram can be the best platform for cosmetic promotion. To support the findings, gratification and planned behaviour theories were used.
Effect of Social Media Advertising on Customer Patronage of Cosmetics
This study centered on determining the effect of social media advertising on customer patronage of cosmetics in Detroit, Michigan. The study aimed to determine the effect of FaceBook advertising, YouTube advertising, Twitter advertising, and Instagram advertising on customer patronage of cosmetics in Detroit. Primary data was collected from 170 respondents in Detroit using structured interview method. Simple regression analysis in the Statistical Package for the Social Sciences was employed to analyze and test the hypotheses of the study. The findings of the study revealed that FaceBook advertising, YouTube advertising, Twitter advertising, and Instagram advertising had significant effects on customer patronage of cosmetics in Detroit. Therefore, the study concluded that social media advertising had a significant positive effect on customer patronage of cosmetics in Detroit. The research recommendations should focus on increasing the use of social media in business, conducting more studies and researches on the application of social media in various businesses, spreading the culture of using social media advertising in business.
Journal of Communication and Media Research, 2017
Advertising has been greatly impacted by the social media targeted particularly at younger users on the various platforms. However, little is known specifically about how social media advertisements influence purchasing decisions among these young people in Nigeria. Hence, this study examined the exposure, viewership and influence of social media advertisements on the purchasing decision of young people using undergraduates in three Nigerian universities. The three universities were purposively selected. Adopting a survey design and using a multistage sampling technique, a 13 item questionnaire was administered to 385 students which formed the sample. Findings showed that social media advertisements are very visible in terms of high exposure (66.9%) but limited in influencing purchase decision (14.3%) among the respondents.
Influence of Social Media Advertisements on University Student’s Purchasing Behavior
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The aim of this paper is to examine how consumer online purchasing behavior among Bangladeshi undergraduate students is influenced by several factors like information adoption, e-WOM, online brand experience, and online brand familiarity. In collecting information like E-WOM, social media advertising and consumer purchasing behavior, a survey questionnaire was used. In the context of online shopping, peripheral routes have been identified to have positive effects on the information adoption process. E-WOM has been found to have a significant impact on the link between information uptake and consumer purchase behavior. Results indicate that online brand experience influences consumer online purchase behavior favorably. It has also been found that online brand familiarity somewhat mediated the association between online brand experience and consumer purchasing behavior. The research has investigated how E-WOM, online brand experience, and online brand familiarity influence undergraduate students' purchasing decisions from the perspective of a developing nation like Bangladesh. Additionally, this study examined factors which have more influence on both the central and periphery routes in affecting consumers' responses to social media advertising.
Online Journal of Communication and Media Technologies, 2015
The growing popularity of the social media has without question brought about a paradigmatic shift in the way advertisers and marketers seek to promote their goods and services and affect the purchasing decisions of their customers and targets. However, research on advertisements positioned on these social networks and the level of awareness, attitude and responsiveness of its users are relatively still developing, especially within the Nigerian context. Because Facebook has, among the various social media, grown exponentially to become the biggest and most popular today, this study thus investigates the level of awareness, attitude and responsiveness to Facebook advertising on the part of Nigerian youths who are believed to be active social media users. Drawing a sample size of 400 from some select universities in South East Nigeria, the survey finds high awareness of Facebook advertising among the youths. However, it was found that in their vicarious experiences with Facebook, these youths experience some "attention challenges" in noticing and observing the ads. Their attitude to the Ads also indicate a cause for worry: even though they fancy and see Facebook Ads as useful, majority of them would not buy the product or visit the website for more or even "Like" products or services liked by their friends. Debunking the Uses-andgratification theory to some extent, the study supports the social cognitive theory of communication and recommends that social media advertisers make their Ads more assertive, eye-catchy, detailed, brief and concise, more visible and more properly positioned, among others.
THE IMPACT OF SOCIAL MEDIA ADVERTISMENT ON CONSUMER BUYING BEHAVIOUR BAJON DAA USENI
THE IMPACT OF SOCIAL MEDIA ADVERTISMENT ON CONSUMER BUYING BEHAVIOUR - Bajon Daa Useni, 2024
This study investigates the impact of social media advertising on consumer buying behavior. With the pervasive influence of social media platforms in contemporary society, businesses increasingly rely on social media advertising to reach and engage with consumers. The study utilizes secondary data spanning from 2013 to 2023 to analyze the relationship between social media advertising exposure and consumer buying behavior. Drawing on theories from economics and marketing, as well as empirical research on social media advertising effectiveness, the study employs regression analysis, mediation analysis, and moderation analysis to examine the direct and indirect effects of social media advertising on consumer purchase intentions and satisfaction. The findings reveal that social media exposure positively influences consumer purchase intentions, with brand awareness mediating this relationship. Additionally, demographic variables such as gender, age group, and occupation moderate the effectiveness of social media advertising on consumer buying behavior. Based on these findings, recommendations are provided for businesses to optimize their social media advertising strategies and enhance consumer engagement and satisfaction. The study contributes to the understanding of the role of social media advertising in shaping consumer behavior and provides valuable insights for practitioners and researchers in the fields of marketing and economics.
Exposure to Social Media Advertisements and Youth's Response
Global Regional Review, 2020
The major purpose of this study is to examine the effects of social media advertising on the purchase behaviour of young university students. The study employed an exploratory research design and cross-sectional survey technique. On the basis of a comprehensive literature review, research hypotheses were formulated to investigate the relationship between study variables. The primary data were collected using questionnaires from students of public sector universities operating in the city of Faisalabad, Pakistan. Non-probability and convenience sampling were adopted in the selection of target respondents, which were 283 students, both day-scholars and boarding students. The findings reveal that social media advertising affects the purchasing behaviour of social media users. The recommendations of the study are that the companies should concentrate more on promotional activities using social networks as this is more effective, less costly and accessible to a large number of target aud...
Impact of Social Media Advertisements on University Students
Arts and Social Sciences Journal, 2017
This study investigates the "Impact of social media advertisements on university students of Lahore". The main aim of this research was to find out the attitude and behavior change in university students of Lahore regarding advertisements on social media through KAP survey using questionnaire as a tool of data collection and stratified random sampling as technique. It covers demographic characteristics like gender and age group of the respondents. For age the researcher has selected Age group (18-25 y) as young adults and (26-35 y) as adult students because sample comprises of university students only, for gender researcher has selected male and female respondents. The research questions are "What is the attitude of users of social media towards advertisements?" and "To which extent users feel change in their behavior after encountering ads on their home page?" The data was analyzed through univariate and bivariate statistical procedures and results are presented in frequencies, cross tabs and findings of hypothesis testing through correlation. The findings exposed that user's exposure to social media advertisements leads them to attitude as well as behavior change in age group (26-35 y). Moreover, results also revealed that male students are more affected by exposure to social media ads than female students.
The Effect of Social Networks Advertisements on Egyptian Consumers’ Purchase Behaviour
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The purpose of this study is to examine the effects of perceived advertising value of Social Networks adverts (SN ads) on Egyptian consumers’ purchasing behaviour. The researchers based their study on Ducoffe (1996) Advertising Value Model that includes informativeness, entertainment, credibility, and irritation, in addition to materialism and peer influence. Data were obtained from 375 Egyptian respondents. Structural Equation Modelling was applied to examine the research hypotheses. The results supported the positive mediating effect of attitude towards SN ads and purchase intention on the relationship between informativeness, entertainment, irritation, materialism and peer influence on consumers purchasing behaviour. Yet, SN ads credibility deemed insignificant. The results provide significant insights to advertisers with respect to optimising the effect of SN ads on consumers purchasing behaviour. Additionally, it extends Ducoffe model by adding materialism and peer influence. F...