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- 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
- 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.
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- 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
- 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.
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- 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.
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- 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,
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- 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.
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- 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).
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- 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
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- 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.
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- 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.
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- 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.
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