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  1. International Journal of Management (IJM) Volume 7, Issue 4, May–June 2016, pp.195–207, Article ID: IJM_07_04_017 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=7&IType=4 Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication AN EMPIRICAL STUDY OF ADVERTISEMENTS OF PRODUCTS ON SOCIAL MEDIA PLATFORMS Unnati Patel Ph. D Research Scholar, Indukaka Ipcowala Institute of Management-CHARUSAT, Changa, India Dr. Govind B Dave Dean, Faculty of Management Studies (FMS) Principal, Indukaka Ipcowala Institute of Management (I2 IM), Changa, India ABSTRACT As one of the off-suits of Marketing, advertising is a process involving communication, marketing, public-relation, information, and persuasion. Traditional concepts, ways, means, techniques and strategies of marketing and advertising are obsolete, no more in fashion. One of the most widely used and considered to be a powerful tool for marketing and advertising these days has been Social Media. In fact, Social Media has changed the very face of marketing and advertising. Hence, an empirical study has been made to look into the usage of social media platforms like Facebook, Twitter, and Instagram etc. and to identify types of product categories advertised on social media. In all, 876 Social Media users in Gujarat State were administered a questionnaire using convenient sampling method. Different products covering different sectors and products like Banking, News and Media, Advertisements, Clothing and Accessories, Travel and Hospitality, Matrimonial, Employment, etc have been covered. Data received have been analyzed using Mean, Median, Frequency, and Factor Analysis. Finally, the paper presents major findings and conclusion. Key words : Marketing and Advertising, Product and Service, Social Media Cite this Article: Unnati Patel and Dr. Govind B Dave, An Empirical Study of Advertisements of Products on Social Media Platforms, Analysing The Sectoral Predictability of Risk and Return In India. International Journal of Management, 7(4), 2016, pp.195–207. http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=7&IType=4 http://www.iaeme.com/IJM/index.asp 195 editor@iaeme.com
  2. Unnati Patel and Dr. Govind B Dave INTRODUCTION Advertising is a powerful communication force and vital marketing tool helping to sell goods, services, images, and ideas through channel of information and persuasion. It is highly visible force in the society. Today all of us receive many advertising messages daily. Now it is essential to the success of any type of business and industry. Advertising strategies are employed by non-business organization such as government, college and universities, public service groups and characteristics. Advertising convince people to buy products. All advertising contains both information and persuasion. Today it can be said that advertising is a communication, marketing, public-relation, information and persuasion process. Advertising reaches us through a channel of communication referred to as a medium. Social media is being used extensively as a medium of communication. Presently, online networking specialists around the globe characterizes the term Social Media as follows.  An online media for social interactions, powered by internet  A two way conversation medium  A medium that allows creation and exchange of use generated content  A medium that is bases on web 2.0 technology of internet based services  Are platform like Facebook, linked In, Google Plus+, Instagram. And twitter, etc Nowadays traditional advertisements have been complemented by advertisements on social media. Social Media have become a more convenient way to interact among every age group. IBM Institute for Business Value, in its study, mentions that ―The widespread social networking phenomenon reflects shifts in two long-term communication trends namely shift in communications patterns from point-to-point, two-way conversations, to many-to- many, collaborative communications; and, second, a transition of control of the communications environment from telecommunications to open internet platform based. LITERATURE REVIEW Bluestrek (2006), a digital marketing technology and services firm, published a research “Emerging Digital channels: Consumer Adoption, Attitude & behavior”. It revealed consumer behavior and attitude towards emerging technologies including podcasts; text message, RSS, blogs and message boards as well as the more traditional email platform. Finding showed that marketers have a huge opportunity on emerging platforms as well as email as adoption rate increases and consumer attitudes towards targeted, relevant, permission based advertising becomes more accepting. The study was conducted among 1,000 consumer from a rewards’ panel of over 1.5 million households and includes respondents who use email and at least one of the other five emerging technologies (RSS, Text messaging, Blogs, Message Boards and Podcasting). Some of key finding are: consumer mostly feel that the level of or quantity of advertising on these channels is appropriate. Text messaging advertising cites as the most unpopular form of advertising communication among these five emerging channels (77 % of respondents say there is too much text advertising and 80% feel negatively of advertising, most do not respond unless they feel the offer is ‘personalized’ or ‘useful’. Demographic data revealed that the 35+ age group tends to be more responsive to online marketing offers. So that, it also resorted a downside effect of using these technologies consumers are mainly concerned about viruses, identity, theft and spyware as by-products of using such channels. http://www.iaeme.com/IJM/index.asp 196 editor@iaeme.com
  3. An Empirical Study of Advertisements of Products on Social Media Platforms A study on – Engagement with social media and outcomes for Brands: “A Conceptual Framework” by Camilla Bond (2010), Presents a conceptual framework of the proposed relationship between social media participation and engagement, and behavioral outcomes. These out comes include brand awareness, willingness to provide word of mouth, purchase intention and satisfaction. The study proposes a model, which hypothesizes that social media consumption, social media engagement, and consumer roles in social media are antecedents to brand aware ness, word of mouth, purchase intention and satisfaction with social media. It further hypothesizes that brand engagement and consumer motivation mediates the relationship between these antecedents and behavioral outcomes. Shankar et al, (2011), “Social media has advance form simply providing a platform for individuals to stay in touch with their family and friends. Now it is a place where consumers can learn more about their favorites’ companies and the products they sell. Marketers and retails are utilizing there sites as another way to reach consumers and provide a new way to shop. “Technology related developments such as the rise of powerful search engines, advanced mobile devices and interfaces, peer to peer communication vehicles and online social networks have extended marketers’ ability to reach shoppers through new touch points”. RESEARCH METHODOLOGY Research Objectives The study was undertaken with the following objectives: 1. To study the usage of social media platform like Facebook, Twitter, Instagram etc. 2. To identify types of product categories advertised on social media The primary study was carried out by using Descriptive research design. The data were collected by using the structured questionnaire. The sampling frame was institutes of higher education offering programmes like MBA, MCA, B Tech etc. Over 1000 respondents were sampled for the purpose of the study. The sampling size that was finally considered was 876 and others were error prone and / or were not returned. The response  Sampling Size: In all, 1000 students of MBA, MCA and B Tech Programs studying in Universities and Institutes of repute in Gujarat were selected and questionnaires were administered to them. Finally, a total of 876 filled-in questionnaires – questionnaire with responses - were received back, giving 87.6 % response rate.  Sampling Unit: Social Media users in Gujarat State/Individual Person  Convenient Sampling method is used to select the respondents Data Analysis Extensive survey of the students of MBA, MCA and B Tech Programs using a questionnaire was made to understand their (consumer) perception towards advertisements on social media. Collected data was analyzed by various statistical techniques like, frequency, chi-square, factor analysis etc. Tools such as MS-Excel and SPSS (17.0) were used to carry out statistical analysis. http://www.iaeme.com/IJM/index.asp 197 editor@iaeme.com
  4. Unnati Patel and Dr. Govind B Dave Table 1 Demographic Profile Demographic Categories Frequency Percentage Variable Male 629 71.8 Gender Female 247 28.2 20-25 869 99.2 Age 26-35 5 0.6 36-45 2 0.2 Graduate 634 72.4 Qualification Post Graduate 242 27.6 Analysis of data and Interpretation From above table, it is evident that there were 629 (71.8%) male respondents and 247 (28.2%) female respondents. Majority of students were from age group 20- 25. It is seen from above table that 869 (99.2%) of students are from age group of 20-25, only 5 (0.6%) students are from age group of 26-35 and 2 (0.6%) are from age group 36- 45. It also found that 634 (72.4%) students were of graduation and 242 (27.6%) were of post-graduation. Table 2 Frequency of Social media sites in order to use Rate in order of use Social Media sites Note: 1= Least Used and 5 Most Used 1 2 3 4 5 Frequency 111 75 157 195 326 Facebook percent 12.7 8.6 17.9 22.3 37.2 Frequency 253 140 120 131 84 Linked In percent 28.9 16.0 13.7 15.0 9.6 Frequency 333 68 75 42 27 My Space percent 38.0 7.8 8.6 4.8 3.1 Frequency 177 150 210 130 104 Google Plus+ percent 20.2 17.1 24.0 14.8 11.9 Frequency 308 63 71 47 28 Flickr percent 35.2 7.2 8.1 5.4 3.2 Frequency 136 87 140 206 199 Instagram percent 15.5 9.9 16.0 23.5 22.7 Frequency 205 99 151 167 115 Twitter percent 23.4 11.3 17.2 19.1 13.1 From above table, it can be inferred that there were 326 (37.2%) respondents use Facebook mostly. It is seen from above table, 253 (28.9%) students use LinkedIn least. It is seen from above table, 333 (38.0%) of respondents use My Space only for few times or least. It is seen from above table, majority 308 (35.2%) of respondents use Flickr least. So it is clearly seen that respondents more prefer Facebook for social networking compare to all other sites. http://www.iaeme.com/IJM/index.asp 198 editor@iaeme.com
  5. An Empirical Study of Advertisements of Products on Social Media Platforms Table 3 Frequency of Banking Advertisements on social media sites Social Media Sites Sr. Social media Product / Google No Categories Facebook Linked In Instagram Twitter Plus+ I Banking Frequency 504 113 77 74 87 a. HDFC Percent 57.5 12.9 8.8 8.4 9.9 b. Frequency 367 145 118 70 81 Axis bank Percent 41.9 16.6 13.5 8.0 9.2 c. Frequency 300 106 113 62 71 Yes Bank Percent 34.2 12.1 12.9 7.1 8.1 d. Frequency 259 83 93 71 60 HSBC Percent 29.6 9.5 10.6 8.1 6.8 e. Frequency 359 97 115 74 72 ICICI Percent 41.0 11.1 13.1 8.4 8.2 f. Frequency 476 129 129 103 101 SBI Percent 54.3 14.7 14.7 11.8 11.5 In Banking Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that HDFC (57.5%), SBI (54.3%) and ICICI (41%) are the banks whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for banking on these social media sites. Table: 4 Frequency of Social Media Product/ categories on News advertised on social media sites Social Media Sites Sr. Social media Product / Linked Google No Categories Facebook Instagram Twitter In Plus+ II News The Times of Frequency 639 123 111 127 143 a. India Percent 72.9 14.0 12.3 14.5 16.3 Frequency 438 111 117 69 124 b. ABP News Percent 50.0 12.7 13.4 7.9 14.2 Frequency 435 94 110 67 101 c. Aajtak Percent 49.7 10.7 12.6 7.6 11.5 Educational Frequency 422 146 138 96 111 d. news & Govt. Percent 48.2 16.7 15.8 11.0 12.7 Jobs Bollywood Frequency 515 95 118 156 138 e. News Percent 58.8 10.8 13.5 17.8 15.8 Frequency 318 78 84 76 92 f. 24*7 Percent 36.3 8.9 9.6 8.7 10.5 In News Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that The Times of India (72.9%), Bollywood News (58.8%) and ABP News (50%) are the News providers whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for news on these social media sites. http://www.iaeme.com/IJM/index.asp 199 editor@iaeme.com
  6. Unnati Patel and Dr. Govind B Dave Table 5 Entertainment/TV Channels Advertisement on Social Media Sites Social Media Sites Social media Product / Google Sr. Facebook Linked In Instagram Twitter Categories Plus+ No III Entertainment Frequency 480 73 84 89 90 a. Star Plus Percent 54.8 8.3 9.6 10.2 10.3 Sharing Frequency 464 161 155 208 133 b. video and Percent 53.0 18.4 17.7 23.7 15.2 photos Frequency 400 86 128 102 89 c. Colors Percent 45.7 9.8 14.6 11.6 10.2 Frequency 388 66 106 129 78 d. Filmgyan Percent 44.3 7.5 12.1 14.7 8.9 Frequency 420 97 96 120 87 e. Sony Percent 47.9 11.1 11.0 13.7 9.9 Frequency 504 113 164 175 146 f. Discovery percent 57.5 12.9 18.7 20.0 16.7 In Entertainment Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that Discovery (57.5%), Star P lus (54.8%) and Sharing videos and photos (53%) are the banks whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for entertainment on these social media sites except for sharing video and photos on Instagram. Table 6 Frequency of Social media Product/ categories on Clothing and accessories for social media sites Social Media Sites Sr. Social media Product / Google Facebook Linked In Instagram Twitter No Categories Plus+ VI Clothing and accessories Frequency 510 105 106 74 73 a. E Bay percent 58.2 12.0 12.1 8.4 8.3 b. Frequency 632 152 158 136 102 Flip kart percent 72.1 17.4 18.0 15.5 11.6 c. Frequency 600 120 175 138 122 Amazon percent 68.5 13.7 20.0 15.8 13.9 d. Frequency 352 101 116 108 84 Craftsvilla percent 40.2 11.5 13.2 12.3 9.6 e. Frequency 552 122 148 126 94 Snapdeal percent 63.0 13.9 16.9 14.4 10.7 f. Frequency 473 108 110 121 77 Jabong percent 54.0 12.3 12.6 13.8 8.8 g. Frequency 460 86 108 100 75 Yepme.com percent 52.2 9.8 12.3 11.4 8.6 In clothing and accessories Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that Flipkart (72.1%), Amazon (68.5%) and Snapdeal (63%) are the online shopping sites whose advertisements students more often see on Facebook. Considering Twitter, Instagram, http://www.iaeme.com/IJM/index.asp 200 editor@iaeme.com
  7. An Empirical Study of Advertisements of Products on Social Media Platforms Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for clothing and accessories on these social media sites. It can also be noted that Flipkart, Amazaon, and Snapdeal are the sites who are bit engaging with all other Social Networking Sites compare to others. Table 7 Frequency of Social media Product/ categories on Travel and Hospitality for social media sites Social Media Sites Sr. Social media Product / Google No Facebook Linked In Instagram Twitter Categories Plus+ V Travel and Hospitality a. Make my Frequency 627 113 117 112 110 Trip percent 71.6 12.9 13.4 12.8 12.6 b. Frequency 503 135 146 103 87 Yatra.com percent 57.4 15.4 16.7 11.8 9.9 c. Frequency 233 90 93 87 50 Jirawala percent 26.6 10.3 10.6 9.9 5.7 d. Frequency 244 90 88 80 56 Flamingo percent 27.9 10.3 10.0 9.1 6.4 In Travel and Hospitality Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that Make my Trip (71.6%), and Yatra.com (57.4%) are the providers whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for Travel and hospitality providers on these social media sites. Table 8 Frequency of Social media Product/ categories on Matrimonial for social media sites Sr. Social media Product / Social Media Sites No Categories Facebook Linked In Google Plus+ Instagram Twitter V Matrimonial a. Frequency 603 72 103 74 105 Shaadi.com percent 68.8 8.2 11.8 8.4 12.0 b. Frequency 424 125 117 57 88 Jeevan sathi.com percent 48.4 14.3 13.4 6.5 10.0 c. Gujrati Frequency 299 79 119 80 59 matrimonial.com percent 34.1 9.0 13.6 9.1 6.7 d. Frequency 236 59 82 69 55 M4mrry.com percent 26.9 6.7 9.4 7.9 6.3 In Matrimonial Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that Shaadi.com (68.8%) is the matrimonial service provider whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for banking on these social media sites. http://www.iaeme.com/IJM/index.asp 201 editor@iaeme.com
  8. Unnati Patel and Dr. Govind B Dave Table 9 Frequency of Social media Product/ categories on Employments for social media sites Social Media Sites Sr. Social media Product / Google No Facebook Linked In Instagram Twitter Categories Plus+ VII Employments a. Frequency 452 222 120 64 88 Job title percent 51.6 25.3 13.7 7.3 10.0 b. Job Frequency 313 228 133 72 78 Function percent 35.7 26.0 15.2 8.2 8.9 c. Frequency 354 219 149 76 91 Industry percent 40.4 25.0 17.0 8.7 10.4 d. Company Frequency 335 218 140 81 94 name percent 38.2 24.9 16.0 9.2 10.7 e. Frequency 321 160 115 87 84 Geography Percent 36.6 18.3 13.1 9.9 9.6 In Employment Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that job title (51.6%), Industry (40.4%) and Company Name (38.2%) are the employment providers whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for employment on these social media sites. FACTOR ANALYSIS Factor analysis was carried out on all responses to 37 items using ‘Principal Component Analysis’ method. The result suggests that the Approx. Chi-Square value of 1.527 at 666 degree of freedom under the Bartlett's Test of Sphericity, which is significant at the 0.05 level. P- Value is 0.000 for the test and therefore not have enough evidence present to accept Null Hypothesis and hence will accept alternative hypothesis which states that all variables of the study in the population are correlated. Table 10 Factor Analysis- KMO and Barlett’s Test KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.937 Bartlett's Test of Sphericity Approx. Chi-Square 1.527E4 Df 666 Sig. 0.000 The Kaiser-Meyer-Olkin Measure of Sampling Adequacy was 0.937, which is sufficient large. Thus, factor analysis may be considered appropriate for analyzing the data. In final results, total seven (7) factors, out of 37 have eigenvalues more than 1.00. As per the approach based on Eigenvalues, only factors with eigenvalue greater than 1.00 are to be retained. Therefore, total seven factors are to be considered in this data. This Seven factors account for 58.746% of total variance which is moderate (Neither too low nor too high). http://www.iaeme.com/IJM/index.asp 202 editor@iaeme.com
  9. An Empirical Study of Advertisements of Products on Social Media Platforms Table: 11 Factore Analysis- KMO and Barlett’s Test Component Sr. No Statement 1 2 3 4 5 6 7 1 Organization identity 0.097 -0.040 0.731 0.170 0.118 0.128 0.038 2 Increase viewership of websites 0.070 0.082 0.723 0.275 0.171 0.043 0.062 3 Virtual co mmun ication 0.168 0.075 0.566 0.381 0.150 0.021 0.032 Awareness among well-defined 4 0.088 0.112 0.449 0.526 0.116 0.015 0.162 consumer segments Freedom of exp ression for 5 0.150 0.084 0.247 0.595 0.185 0.009 0.212 consumer 6 Direct involvement of consumer 0.177 0.065 0.189 0.611 0.144 -0.064 0.221 7 Rapid feedback fro m users 0.154 0.072 0.178 0.644 0.088 0.036 0.155 8 Message, newsletter or blogs 0.239 0.033 0.683 0.072 0.095 0.051 0.176 Customers to be brand 9 0.150 0.141 0.457 0.145 0.169 0.000 0.470 ambassadors 10 Exchange opinions 0.226 0.119 0.415 0.324 0.073 0.011 0.405 11 Ho mogeneous groups and 0.145 0.112 0.208 0.345 0.100 0.026 0.663 12 Buzz / viral marketing 0.171 0.094 0.075 0.306 0.105 0.124 0.626 Interruptive message like ( animated banners, display ads, 13 0.326 0.129 0.412 -0.072 0.537 -0.046 0.156 overlay ads, video banners, pre roll videos) Involving activities (affiliate, 14 market ing, contests, promotions, 0.277 0.128 0.292 0.064 0.596 0.057 0.183 viral market ing) Participative branding (blogs, 15 0.255 0.164 0.231 0.213 0.639 0.083 0.021 foru ms, online questions) Applied actions (sponsored 16 0.234 0.181 0.034 0.253 0.684 0.052 0.138 applications, custom tools) Conversational messages ( topics 17 related to brand, products or 0.212 0.290 0.123 0.330 0.535 0.015 0.018 services) 18 Advertisements are offending 0.047 0.541 0.179 -0.080 0.211 0.458 0.192 19 Advertisements are misleading -0.037 0.530 0.051 -0.071 0.246 0.513 0.183 20 Advertisements are trustworthy 0.153 0.701 0.019 0.105 0.180 0.133 0.008 21 Advertisements are authentic 0.149 0.705 0.000 0.147 0.156 0.201 0.076 The promises are kept on internet 22 0.078 0.676 -0.097 0.144 0.166 0.208 0.152 advertisements 23 Advertising are entertaining 0.485 0.447 0.317 -0.154 0.200 -0.078 0.173 24 Advertising is enjoyable 0.453 0.528 0.098 -0.081 0.213 -0.138 0.219 25 Advertising is disturbing 0.219 0.185 0.122 -0.021 -0.005 0.760 0.054 There is too many social media 26 0.318 0.215 0.005 0.083 -0.002 0.714 -0.044 advertising 27 More interactive 0.491 0.528 0.301 0.078 -0.058 0.102 -0.036 28 More informat ive 0.538 0.538 0.197 0.181 -0.031 0.048 -0.028 29 More interesting 0.492 0.576 0.119 0.146 -0.059 -0.009 -0.051 To keep in touch with friends and 30 0.699 0.204 0.168 -0.050 0.171 -0.011 0.271 family To meet new people and share 31 0.733 0.119 0.005 0.082 0.160 0.036 0.266 experiences about life To make pro fessional and business 32 contacts (gaining leads, member, 0.663 0.009 0.142 0.151 0.198 0.229 0.087 customers) To share photos, videos, music 33 0.674 0.150 0.122 0.132 0.163 0.159 0.149 and play games To enable them to acquire 34 knowledge or exert ing new 0.632 0.155 0.085 0.309 0.136 0.167 -0.015 product http://www.iaeme.com/IJM/index.asp 203 editor@iaeme.com
  10. Unnati Patel and Dr. Govind B Dave Component Sr. No Statement 1 2 3 4 5 6 7 35 Help in Pu rchase decision 0.547 0.185 0.231 0.158 0.247 0.126 0.089 Subscribing updates and alerts 36 0.545 0.151 0.153 0.238 0.262 0.162 -0.031 regarding a brand or product. 37 More scope for innovation. 0.526 0.079 0.113 0.313 0.274 0.173 -0.011 Table 12 Component Transformation Matrix Component 1 2 3 4 5 6 7 1 0.581 0.427 0.390 0.321 0.356 0.189 0.250 2 -0.190 -0.587 0.506 0.438 0.094 -0.341 0.215 3 -0.765 0.414 0.180 0.183 0.053 0.362 0.206 4 0.159 -0.257 0.364 0.028 -0.565 0.640 -0.215 5 0.079 -0.081 -0.618 0.729 -0.186 0.148 0.134 6 -0.050 -0.429 -0.169 -0.078 0.704 0.504 -0.171 7 0.079 -0.211 -0.128 -0.365 -0.111 0.178 0.869 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Interpretation of Factors Table 13 Factors 1 2 3 4 5 6 7 Item – 30 Item – 20 Item – 31 Item – 1 Item – 21 Item – 6 Item – 15 Item – 25 Item – 11 Item – 32 Item – 2 Item - 22 Item - 7 Item - 16 Item - 26 Item – 12 Item – 33 Item - 8 Item - 34 Factor Number 1 Items: Customer use advertisement in social media To keep in touch with friends and family, To meet new people and share experiences about life, To make professional and business contacts (gaining leads, member, customers), To share photos, videos, music and play games, To enable them to acquire knowledge or exerting new product are combined together to form a new factor. Data can be summarized by stating that ‘Communication and Connect’ is the first new factor which was extracted using factor analysis. Factor Number 2 Items: Advertisements are trustworthy, Advertisements are authentic, The promises are kept on internet advertisements are highly correlated with the second new factor which was extracted from the analysis. Data can be summarized by stating that ‘Customer Credibility’ is the new second factor. http://www.iaeme.com/IJM/index.asp 204 editor@iaeme.com
  11. An Empirical Study of Advertisements of Products on Social Media Platforms Factor Number 3 Items: Advertisement in social media enhance Organization identity, Increase viewership of websites, Advertisement in Social Media promotes Message, newsletter or blogs are included in in factor 3. Data can be summarized by stating that ‘Client / Organization Branding’ will represent all variables of this factor. Factor Number 4 Items: Advertisement in Social Media enhance Direct involvement of consumer, and Rapid feedback from users are highly correlated in the factor. Data can be summarized by stating that ‘Customer Involvement’ is our factor 4 which represents all correlated variables in factor 4. Factor Number 5 Items: Customers like advertisement in Social Media because of Participative branding (blogs, forums, online questions), and Applied actions (sponsored applications, custom tools). Both these variables show high correlation with this factor. Data can be summarized by stating that ‘Customer Empowerment’ will represent all correlated variables in this factor. Factor Number 6 Items: Advertisement in social media are irritating because of Advertising is disturbing, and There is too many social media advertising are included in factor 6 after factor analysis. Data can be summarized by stating that ‘Customer Saturation’ will be the new factor which will represent this new factor. Factor Number 7 Items: Advertisement in Social Media promote Homogeneous groups, and Buzz / viral marketing are two variables which shown high correlation with factor 7. Data can be summarized by stating that ‘Customer Segmentation’ will represent factor 7. The seven factors – depending upon the associated statements and inferences can be named as given in the following table: Sr No. Factor Name on the Basis of Inference 1 Factor – 1 Communication and Connect 2 Factor – 2 Customer Credibility 3 Factor – 3 Client / Organization Branding 4 Factor – 4 Customer Involvement 5 Factor – 5 Customer Empowerment 6 Factor – 6 Customer Saturation 7 Factor – 7 Customer Segmentation Statements 3, 4, 5, 9, 10, 13, 14, 17, 18, 19, 23, 24, 27, 28, 29, 35, 36 and 37 are not part of these new seven factors because they do not show high level of correlation with any of the seven new factors extracted by the analysis. http://www.iaeme.com/IJM/index.asp 205 editor@iaeme.com
  12. Unnati Patel and Dr. Govind B Dave FINDINGS  Most of the students use Facebook compare to all other social media sites and do not use LinkedIn, My Space, Flickr and Twitter more often.  Majority of students have seen advertisement on Facebook for banking. HDFC, SBI and ICICI are the banks whose advertisements students have seen mostly on Facebook compare to all other social media sites.  In advertisement of news category, Facebook is at top according to response of students. Times of India, Bollywood News and ABP news are more active also than other news on Facebook.  In Entertainment category, Discovery, Star Plus and Sharing video and photos are most active on Facebook compare to others.  In online shopping category, Flipkart, Amazon and Snapdeal are most active on Facebook compare to others. Students also have seen most of the advertisement of these companies on Facebook and other social media sites.  Consumer perception were subjected to factor analysis yielding seven distinct factors viz. Communication and Connect, Customer Credibility, Client / Organization Branding, Customer Involvement, Customer Empowerment, Customer Saturation and Customer Segmentation. CONCLUSION To finally conclude, it can be said that most of the students use Facebook compared to all other social media sites. Further, majority of students have seen advertisements on Facebook for banking. HDFC, SBI and ICICI are the banks whose advertisements students have seen mostly on Facebook compared to all other social media sites. In advertisement of news category, Facebook is on top according to responses of the students. The Times of India, Bollywood News and ABP news are more active than other news on Facebook. In Entertainment category, Discovery, Star Plus and Sharing video and photos are most active on Facebook compared to others. In online shopping category, Flipkart, Amazon and Snapdeal are the most active on Facebook compared to others. Students also have seen most of the advertisements of these companies on Facebook and other social media sites. According to the responses of the students, it becomes obvious that most of them use Facebook than other social media sites and have also seen advertisement of different products and companies on Facebook. There were few companies whose advertisements students more often see on the social media. Students do not use LinkedIn, My Space, Flickr and Twitter more often. Finally, based on the responses of students, Communication and Connect, Customer Credibility, Client / Organization Branding, Customer Involvement, Customer Empowerment, Customer Saturation, Customer Segmentation are seven new dimensions that students consider when they see advertisement on social media. REFERENCES [1] Shankar et al, Innovations in Shopper Marketing: Current Insights and Future Research Issues. Journal of Retailing 87s(1,2011) S29-S42 [2] Bluestreak, “Emerging Digital Channels: Consumer Adoption, Attitude & Behaviour,” Proprietary research, New York,31 Oct 2006 [3] Bond, “A study on – Engagement with social media and outcomes for Brands: A Conceptual Framework” Journal of interactive advertising ISSN: 1525-2019. Vol 2 No 1 (2010) http://www.iaeme.com/IJM/index.asp 206 editor@iaeme.com
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