Consequences of Fake Social Media Advertisement on Customer Decision Making Process: A Case Study on Small Business in Mumbai

This research aims to explore the consequences of fake social media advertisement on customer decision-making process: a case study on small business in Mumbai. The methodology includes literature synopsis, data series & surveys, qualitative and quantitative approach. The research will enable small businesses to assess the consequences of fake social media advertisement on customer decision-making process.

Running head: BUSINESS RESEARCH METHOD AND RESEARCH PROPOSAL

BUSINESS RESEARCH METHOD AND RESEARCH PROPOSAL 2
Table of Contents
A brief statement of the problem.....................................................................................................3
Research aim and objectives............................................................................................................3
A brief methodology........................................................................................................................4
3.1Literature Synopsis.................................................................................................................4
3.2 Data series & Surveys............................................................................................................5
Qualitative Approach:..............................................................................................................5
Quantitative Approach:............................................................................................................6
References........................................................................................................................................7

BUSINESS RESEARCH METHOD AND RESEARCH PROPOSAL 3
A brief statement of the problem
In the current business scenario, social media is highly used by an organization to direct contact
with their customers. Social media enables the advertisers to gain brand recognition, higher
conversation rates, and loyalty as compared to using the traditional print, radio, and TV. The
same regulation for promotion in traditional media could be applied in using social media,
however, the dynamics of social media creates new difficulty as to how that regulation will
implement.
Existing society arrives at the time period that is called the new media age in which an individual
is considerably touched by modern technology knowledge sharing (Bart, Stephen, and Sarvary,
2014). The web 2.0 technique known as social media is essential for current digital times. There
are different users who are competent to contribute their content online and share diverse data
among the bulk of customers. The user-generated content facilitates assembling of this data not
only for administrators of web pages but also a common user of sites. This research will enable
the small business to assess the consequences of fake social media advertisement on customer
decision making process in case of small business in Mumbai (Plassmann, Venkatraman,
Huettel, and Yoon, 2015).
Research aim and objectives
The key aim of this investigation is to explore the consequences of fake social media
advertisement on customer decision-making process: a case study on small business in Mumbai.
Following objectives would be used to complete the main aim of the research:
 To explore the conceptual understanding regarding social media advertisement and
consumer decision-making process

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 To address the consequences of fake social media advertisement on customer decision-
making process: a case study on small business in Mumbai
 To recommend the strategy to improve the social media advertisements that lead to
improving the consumer decision-making process: a case study on small business in
Mumbai
A brief methodology
3.1Literature Synopsis
RO1: To explore the conceptual understanding regarding social media advertisement and
consumer decision-making process
Social network advertisement is also known as social media targeting that is a set of terms. It
could be used to evaluate the type of online advertising, which emphasizes on social networking
services. Social media targeting is defined as the procedure of matching the user of the social
network to target groups that have been specified through the advertiser (Roberts, Gornick,
Carere, Uhlmann, Ruffin, and Green, 2017).
The consumer purchasing decision making procedure is the technique that is practiced by
marketers to assess and follow the decision making the procedure of journey of customers from
beginning to end. This process includes Problem Recognition, Information search, Evaluation of
Alternatives, Purchase, and Post Purchase satisfaction or dissatisfaction (Fransen, Verlegh,
Kirmani, and Smit, 2015).
RO2: To address the consequences of fake social media advertisement on customer
decision-making process: a case study on small business in Mumbai
It is analyzed that small business more focuses on demonstrating the fake social media
advertisement to influence the customers. This fake news has a direct impact on the decision-

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making process of consumers. There are different favorable consequences of fake social media
advertising in consumer decision making procedure such as building trust among advertisers,
trust in branded content, consumer loyalty, and attract and retain the consumer. There are certain
negative consequences of fake social media advertisement such as ruin Brand Reputation,
increasing customer turnover and declines the sales of the company (Erevelles, Fukawa, and
Swayne, 2016).
To recommend the strategy to avoid the fake social media advertisements that lead to
improving the consumer decision-making process: a case study on small business in
Mumbai
There is a certain strategy to avoid the fake social media advertisements that lead to improving
the consumer decision making process towards small business in Mumbai. These strategies are
demonstrated visibility, assurance to only work with networks and partners who are genuine and
execute regular audits on their social network (Fransen, Verlegh, Kirmani, and Smit, 2015).
Secondary sources
There are different sources of collecting the secondary information such as articles, journals,
survey through questionnaire and books existed from CQU library, Emerald, ACM, Science
Direct Journal, and Google scholar (Plassmann, Venkatraman, Huettel, and Yoon, 2015).
3.2 Data series & Surveys
For measuring the impact, a series of information will be gathered and surveys would be
organized online to record the view of consumers with regards to the consequences of false
advertisement on social media in consumer decision making. It plays a fundamental role in
marketing research to compare the new information with earlier information to understand

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effective social media advertising strategy (Roberts, Gornick, Carere, Uhlmann, Ruffin, and
Green, 2017).
Qualitative Approach:
A set of questionnaire and format would be intended for consumers and participants that would
be distributed them via online sources and online surveys. There would be a discussion with
customers who use social media for making a buying decision and also interested to share their
opinions (Plassmann, Venkatraman, Huettel, and Yoon, 2015).
Quantitative Approach:
The gathered information would be altered into graphical forms such as graphs and charts. It
illustrates the consequences of social media advertising in the consumer decision-making process
(Roberts, Gornick, Carere, Uhlmann, Ruffin, and Green, 2017).

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References
Bart, Y., Stephen, A. T., & Sarvary, M. (2014). Which products are best suited to mobile
advertising? A field study of mobile display advertising effects on consumer attitudes and
intentions. Journal of Marketing Research, 51(3), 270-285.
Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), 897-904.
Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer
strategies for resisting advertising, and a review of mechanisms for countering them.
International Journal of Advertising, 34(1), 6-16.
Plassmann, H., Venkatraman, V., Huettel, S., & Yoon, C. (2015). Consumer neuroscience:
Applications, challenges, and possible solutions. Journal of Marketing Research, 52(4),
427-435.
Roberts, J. S., Gornick, M. C., Carere, D. A., Uhlmann, W. R., Ruffin, M. T., & Green, R. C.
(2017). Direct-to-consumer genetic testing: user motivations, decision making, and
perceived utility of results. Public Health Genomics, 20(1), 36-45.