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

This research proposal discusses the impact of fake social media advertising on the consumer decision-making process. It includes the statement of the issue, research aim and objectives, justification, potential research output, and justification of the study. Furthermore, the literature review section facilitates to increase the theoretical information about fake social media role in the consumer decision making. It also demonstrates the research methodology that facilities to understand many research techniques that are effective for collecting feasible information.

Running Head: BUSINESS RESEARCH
BUSINESS RESEARCH

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Table of Contents
Introduction...........................................................................................................................................3
1.0 Statement of the problem.................................................................................................................3
2.0 Research aim and objectives/research questions..............................................................................3
3.0 Justification and potential output of the research.............................................................................4
4.0 Literature review, conceptual framework, and hypothesis development..........................................4
Research hypotheses..........................................................................................................................7
5.0 Methodology...................................................................................................................................7
5.1 Research approach.......................................................................................................................8
5.2 Research design...........................................................................................................................8
5.3 Data collection method................................................................................................................8
5.4 Data analysis method...................................................................................................................9
5.5 Sampling method.........................................................................................................................9
5.6 Research limitation......................................................................................................................9
5.7 Ethical consideration.................................................................................................................10
6.0 Organization structure of the study................................................................................................10
6.1 Introduction...........................................................................................................................10
6.2 Literature review....................................................................................................................11
6.3 Research Methodology..........................................................................................................11
6.4 Data Analysis and Findings...................................................................................................11
6.5 Conclusion and Recommendation..........................................................................................12
6.6 Budget and Timeline..................................................................................................................12
6.7 Budget.......................................................................................................................................13
7.0 References.....................................................................................................................................14
6.6 Budget and Timeline..................................................................................................................16
6.7 Budget.......................................................................................................................................16

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Introduction
This research proposal discusses the statement of the issue, research aim and objectives,
justification, potential research output, and justification of the study. Furthermore, the
literature review section facilitates to increase the theoretical information about fake social
media role in the consumer decision making. It also demonstrates the research methodology
that facilities to understand many research techniques that are effective for collecting feasible
information. In last, it also discusses the organizational structure that presents the steps that
will be followed in the research. In last, it presents the Gantt chart as well as the estimated
budget for accomplishing the specified aim and objectives.
1.0 Statement of the problem
In the current business era, the company is required to understand the role of fake social
media advertising in the consumer’s decision process. It would lead the firm to make the
appropriate decision for attracting a huge amount of consumers. Moreover, it would provide a
way for the organization to enhance the demand for their goods and services. Once a small
organization would be capable to identify the negative impact of fake social media
advertising then they would be capable to appropriately influence the consumers with respect
to their goods and services (Sheehan, 2013).
2.0 Research aim and objectives/research questions
Research aim and objectives
The primary aim of this report is to address the role of fake social media advertisements on
customer decision-making process: a case study on small business in Mumbai. The following
objectives will be accomplished by the researcher to accomplish their specified aim of this
report.
 To understand the meaning and concept of fake social media advertising and
consumer decision process

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 To address the impact of impact of fake social media advertising on the consumer
decision process
 To recommend strategies for improving fake social media advertising causes on
consumer decision process
Research questions
 What is the meaning and concept of fake advertising and consumer decision process?
 What is the impact of impact of fake advertising on the consumer decision process?
 What are the strategies for improving fake advertising causes on the consumer
decision process?
3.0 Justification and potential output of the research
The social media is imperative for increasing the awareness of goods and services in the
specified marketplace in the least time and cost. But at the same time, it is also analyzed that
the fake social media advertising could negatively impact on the consumer decision with
respect to particular products and services (Chu, Kamal, and Kim, 2013). This study will
provide an opportunity to understand how fake advertising influencing the consumer
decision-making process.
4.0 Literature review, conceptual framework, and hypothesis development
According to Fuchs, 2017, the fake social media advertising is the post on the social media
sites or channel which includes the use of the false, misleading, and unproven information
related to the products or information. This fake social media can bring the changes in the
perception of the people towards the products which is advertised or the information that is
posted. Consequently, it could directly impact on the business of Mumbai. From the survey, it
is found that many small cosmetic organizations of the Mumbai use social media advertising
but due to the availability of huge amount of fake content on social media, organiation is

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failed to maintain their consumers. It became a big task for the small organization of Mumbai
to retain their position in the marketplace.
Agreeing to the same, the researcher stated fake social media advertising is the false or
incorrect information that is communicated or advertised can leads to the negative perception
of the customers. Considering the views of Wolny and Charoensuksai, 2014, the customer
decision-making process is the process through which they complete their purchase. It is clear
with the 5 steps which include: -
 Need recognition: - It is essential for the customers to determine the needs related to
the products and services.
 Search for the information: - The information is required to gather for the products
which the customer is looking to purchase.
 Evaluation of alternatives: - It is must for the customers to evaluate the different
options that are available before making the purchase of the product.
 Purchase Decision: - After going through the evaluation, it is the time when the
customer actually makes the purchase.
 Post-Purchase Evaluation: - The post-purchase evaluation is done by the customer in
which he evaluates that the product is useful for him or not.
Agreeing to the same, the authors believe that all the steps reflect the process of the customer
decision-making process which is followed by the customers when they make the decision
for purchasing the product.
Siddiqui and Singh, 2016 stated that the fake social media advertisement of the product
directly affect the customer decision-making process. This is found that the post with more
comments, shares, and likes are considered as the trending post. These posts can influence the
purchase decision which is possible when they are able to gain the attention on social media.
This influence can be the positive or negative impact on the purchase of products for the

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customers. According to the fact, this is found that most of the customers get attracted
towards the negative comments due to which they change the decision.
Fake social media advertisement is encounter by the experts on the social media due to which
they affect the customers when they search for the reviews shared by the experts. This affects
the purchase decision made by the customers. Agreeing to same, the fake social media
advertisement is done by numerous companies who love to make use of the deceptive
advertisement that is used by them to trick the customers while buying the products.
According to Safko, 2010, there are certain strategies which can be used by the company that
will help in improving the possibilities of fake advertisement. This includes the regulation of
the more strict trustful advertisement laws that can help the customers to not to make the
purchase of products. Further, one of the strategies includes checking the expert reviews for
the advertisements listed on the social media.
Contracting this, Bauer and Lasinger, 2014 says, that there is a need to file a complaint when
it has been identified that the advertisement is fake. Along with this, the strategy that helps in
reduce the advertisements is to mention the contact where the customer can call. Once the
calling has been done by the customers with the appropriate questions to get the correct
answers will reduce the false advertisement. In addition to this, the customer should look
towards the description of the products and search it multiple times that can help the
customers in identifying the actual advertisements or fake advertisement of the products.

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(Sources: Bauer and Lasinger, 2014)
From the above chart, it is analyzed that advertisements could be influenced by a huge
amount of the consumers in the least time and cost. 58% of consumers of Mumbai are
influenced by online and social media that could lead to getting a reliable result. Thus, a
small organization of Mumbai should need to more focus on the online advertising for
influencing the consumer’s decision making.
Research hypotheses
Ho: There is a relationship between fake social media advertisements and customer decision-
making process: a case study on small business in Mumbai
H1: There is no relationship between fake social media advertisements and customer
decision-making process: a case study on small business in Mumbai
5.0 Methodology
Methodology section facilities the research scholar to select particular tools and techniques to
conduct any research and get a reliable outcome. These research methods are approaches,
research design, data collection, data analysis method, sampling, research limitation, and
ethical consideration (Chu, Kamal, and Kim, 2013). It is discussed as below:

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5.1 Research approach
In the research study, inductive and deductive approaches are considered as it aids the
researcher to complete the aim and objectives and get a reliable outcome. For this study, the
researcher will use the deductive approach as compared to the inductive approach as this
research is subjective in nature (Muchnik, Aral, and Taylor, 2013). The deductive approach
enables research scholar to develop the research hypothesis on behalf of collected
information. This approach will aid research scholar to accept and reject the hypothesis as per
the requirement of the research project. The inductive approach is not suitable with this
research concern as it permits to obtain only theoretical information about the research matter
but there is need to obtain reliable and factual information about that could be possible by the
deductive approach.
5.2 Research design
Research design could be effective for collecting the information about particular research
issue such as quantitative, mixed, and qualitative method (Peters, et al., 2013). In this
research, the investigator will use a mixed research design that enables them to collect non-
numerical and numerical information about the impact of a fake social media campaign on
the consumer decision-making process. The mixed research could assist the researcher to get
a positive outcome in the context of current research issue.
5.3 Data collection method
Data collection technique is effective for obtaining data of research matter in limited time and
cost. Furthermore, primary and secondary data collection technique is effective for collecting
feasible information and meets the aim and objectives of the current issue. The primary data
collection tool is practice for collecting direct views and opinion of the research participants
towards research issue. The primary data is collected by different methods such as

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observation and interview method. The secondary data could be gathered by certain sources
like journals, academic sources, books, online and offline sources (Westerman, et al., 2014).
5.4 Data analysis method
The data analysis techniques are implied in conducting the research and obtaining a reliable
outcome. There are many sources that could be imperative in examine collected information
and meet the aim and objectives of the research issue. These sources are qualitative and
quantitative data analysis techniques. Moreover, it is evaluated that qualitative research is
practiced for evaluating the conceptual data as it could be examined by the content analysis
and literature review (Schniederjans, Cao, and Schniederjans, 2013). Apart from this, the
quantitative data analysis tool is effective for evaluating factual information of the research
matter. For this research, the investigator has used Ms-Excel software tool and present factual
data by table, graphs, and chart. It is also examined that the researcher would examine
collected information and obtain reliable outcome.
5.5 Sampling method
Sampling is an effective technique for selecting a suitable sample size form the specified
population. In this, the probability sampling techniques are practiced by the investigator and
select the research candidates on a random basis. It enables research scholar to eliminate the
possibilities of biases form the study. Moreover, the researcher does not practice a non-
probability sampling method to as there is no need to select research participants on behalf of
gender, education, region, experience, and age. It could create biases in the study, therefore,
this tool will not be used by the investigator (Filieri, Alguezaui, and McLeay, 2015).
5.6 Research limitation
Research limitation is a factor that could negatively impact on the gathered result. Hence, the
research scholar will concentrate on different elements that could decline the probabilities of
research failure. These research components are cost, time, and data. These factors could

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mandate to the research scholar for accomplishing their specified aim and objectives (Filieri,
and McLeay, 2014).
5.7 Ethical consideration
Ethical consideration is imperative for conducting the right behavior with their research
candidates at the time of conducting the research. Moreover, ethical consideration also leads
to obtaining a positive result by conducting appropriate behavior. It would also be effective
for making a positive relationship with their research candidates. In addition, it is also
evaluated that the researcher will use ethical norms and secure the confidential data of the
research candidates (King, Racherla, and Bush, 2014).
6.0 Organization structure of the study
Organization structure could be effective for accomplishing the aim and objectives of the
research in an effective way. It could also be effective to perform the research. In this, many
components are involved in the study to systematically conduct their research and obtain
reliable outcome (Fransen, et al., 2015). These components are an introduction, literature
review, research methodology, data analysis, and findings, and conclusion and
recommendation as that are discussed as below:
6.1 Introduction
Introduction chapter is imperative for discussing basic components that would be imperative
to accomplish the aim and objectives of the research. This chapter normally entails different
components such as research aim and objectives, research questions, problem statement,
justification of research, and potential outcome of the research. Moreover, these elements
could be an imperative part of the firm that would lead to obtaining a reliable result. Apart
from this, this section enables to get depth data in the context of current research matter. This
chapter provides direction to accomplish their desired goal and objectives effectively (Mauri
and Minazzi, 2013).

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6.2 Literature review
In this section, the investigator is able to discover problems of study by involving the certain
approaches. In this, the investigator will be able to identify the range as it would be delivered
in the upcoming period. In this, the investigator could consider many sources and gather
reliable data like online and offline sources, books, articles, and journals (Allcott and
Gentzkow, 2017). It could be significant for the investigator to determine the knowledge gap
and create a way for gathering reliable data about particular research issues.
6.3 Research Methodology
In this section, the research scholar could be effective for increasing their knowledge in the
context of certain tools and techniques such as methods, approaches, strategies, and tools.
Consequently, the researcher will be capable to meet their aim as well as objectives in the
least time and cost. Through this section, the investigator will be able to comprehend the data
collection techniques that direct to attain objectives of research issue. Further, these methods
are research designs, approaches, data collection methods, data analysis methods, and
sampling method. As a result, the investigator will be able to get a reliable and valid result.
Herein, it is illustrated that the selection of research scholar tool is emphasized on the
research issue (Luca, and Zervas, 2016).
6.4 Data Analysis and Findings
For this research, the data findings and analysis are effective for making a reliable decision.
This section supports to choose a suitable technique with respect to separating gathered
information in the context of research issue. It could be imperative for accomplishing aim and
objectives of the research. Herein, the research scholar would also be able to examine the
information by exploring the data evaluation techniques. Moreover, the investigator will
present the information in a valid manner for getting valid and reliable outcome (Wessel,
Thies, and Benlian, 2015).

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6.5 Conclusion and Recommendation
This section is supportive to build a link between the research findings and make a valid and
reliable summary with respect to the current matter. Moreover, this chapter recommends
many strategies related to the role of fake advertising on the consumer's decision-making
process. This section would be imperative to conclude the whole study in concise form and
obtain the valid and reliable result (Luca and Zervas, 2016).
6.6 Budget and Timeline
The research timeline of this study is discussed by following table and chart:
Activity name
Start
Day Last Day
Duratio
n (Days)
Research aim and objectives
15-07-
2018
28-07-
2018 13
Literature review
29-07-
2018
09-08-
2018 8
Data collection method section
10-08-
2018
15-09-
2018 35
Research writing and proofreading
16-09-
2018
22-09-
2018 10
Final report submission
23-09-
2018
30-09-
2018 7

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Research aim and objectives
Literature review
Data collection method section
Research writing and proofreading
Final report submission
7/15/2018
7/29/2018
8/10/2018
9/16/2018
9/23/2018
13
8
35
10
7
Gantt chart
Start Day
Duration (Days)
As per the above table and chart, it can be examined that researcher will focus on many acts
as it will direct to meet the aim an objectives of the research matter like the proposal of the
investigation, literature review, pooling of facts and figures, assessment of data, and final
submission of the report. Moreover, the data collection techniques take approximately 35
days to complete the primary and secondary data collection as it would be more time to
consume as compared to other research activities.
6.7 Budget
The predetermine budget is shown by the following table and chart:
Research Purpose
Estimated Amount
($)
Literature Review 700
Data Collection 1800
Data Analysis 1000
Estimated financial plan 3500

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7.0 References
Allcott, H. and Gentzkow, M., 2017. Social media and fake news in the 2016
election. Journal of Economic Perspectives, 31(2), pp.211-36.
Bauer, C. and Lasinger, P. (2014) Adaptation strategies to increase advertisement
effectiveness in digital media. Management Review Quarterly, 64(2), pp.101-124.
Chu, S.C., Kamal, S. and Kim, Y., 2013. Understanding consumers' responses toward social
media advertising and purchase intention toward luxury products. Journal of Global Fashion
Marketing, 4(3), pp.158-174.
Filieri, R. and McLeay, F., 2014. E-WOM and accommodation: An analysis of the factors
that influence travelers’ adoption of information from online reviews. Journal of Travel
Research, 53(1), pp.44-57.
Filieri, R., Alguezaui, S. and McLeay, F., 2015. Why do travelers trust TripAdvisor?
Antecedents of trust towards consumer-generated media and its influence on recommendation
adoption and word of mouth. Tourism Management, 51, pp.174-185.
Fransen, M.L., Verlegh, P.W., Kirmani, A. and 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), pp.6-16.
Fuchs, C. (2017) Social media: A critical introduction. California: Sage.
Gensler, S., Völckner, F., Liu-Thompkins, Y. and Wiertz, C., 2013. Managing brands in the
social media environment. Journal of interactive marketing, 27(4), pp.242-256.
King, R.A., Racherla, P. and Bush, V.D., 2014. What we know and don't know about online
word-of-mouth: A review and synthesis of the literature. Journal of interactive
marketing, 28(3), pp.167-183.
Luca, M. and Zervas, G., 2016. Fake it till you make it: Reputation, competition, and Yelp
review fraud. Management Science, 62(12), pp.3412-3427.

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Mauri, A.G. and Minazzi, R., 2013. Web reviews influence on expectations and purchasing
intentions of hotel potential customers. International Journal of Hospitality Management, 34,
pp.99-107.
Muchnik, L., Aral, S. and Taylor, S.J., 2013. Social influence bias: A randomized
experiment. Science, 341(6146), pp.647-651.
Peters, K., Chen, Y., Kaplan, A.M., Ognibeni, B. and Pauwels, K., 2013. Social media
metrics—A framework and guidelines for managing social media. Journal of interactive
marketing, 27(4), pp.281-298.
Safko, L. (2010) The social media bible: tactics, tools, and strategies for business success.
New Jersey: John Wiley & Sons.
Schniederjans, D., Cao, E.S. and Schniederjans, M., 2013. Enhancing financial performance
with social media: An impression management perspective. Decision Support Systems, 55(4),
pp.911-918.
Sheehan, K.B., 2013. Controversies in contemporary advertising. Sage Publications.
Siddiqui, S. and Singh, T. (2016) Social media its impact with positive and negative
aspects. International Journal of Computer Applications Technology and Research, 5(2),
pp.071-075.
Wessel, M., Thies, F., and Benlian, A., 2015, May. A Lie Never Lives to be Old: The Effects
of Fake Social Information on Consumer Decision-Making in Crowdfunding. In ECIS.
Westerman, D., Spence, P.R., and Van Der Heide, B., 2014. Social media as an information
source: Recency of updates and credibility of information. Journal of Computer-Mediated
Communication, 19(2), pp.171-183.
Wolny, J. and Charoensuksai, N. (2014) Mapping customer journeys in multichannel
decision-making. Journal of Direct, Data and Digital Marketing Practice, 15(4), pp.317-326.

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Appendixes
6.6 Budget and Timeline
The research timeline of this study is discussed by following table and chart:
Activity name
Start
Day Last Day
Duratio
n (Days)
Research aim and objectives
15-07-
2018
28-07-
2018 13
Literature review
29-07-
2018
09-08-
2018 8
Data collection method section
10-08-
2018
15-09-
2018 35
Research writing and proofreading
16-09-
2018
22-09-
2018 10
Final report submission
23-09-
2018
30-09-
2018 7
Research aim and objectives
Literature review
Data collection method section
Research writing and proofreading
Final report submission
7/15/2018
7/29/2018
8/10/2018
9/16/2018
9/23/2018
13
8
35
10
7
Gantt chart
Start Day
Duration (Days)
6.7 Budget
The predetermine budget is shown by the following table and chart:

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Research Purpose
Estimated Amount
($)
Literature Review 700
Data Collection 1800
Data Analysis 1000
Estimated financial plan 3500