Impact of social media advertisement PDF

Research Title:
“Impact of social media advertisement on consumer buying behavior with moderating factors of
gender, income level and geo-graphical location”
Purpose of the chosen Topic:
Topic: “Impact of social media advertisement on consumer buying behavior with moderating
factors of gender, income level and geo-graphical location”
Reason for choosing the topic:
The world is getting digitalized day by day. Social media has changed users into customers as
businesses are running online. The trend of e-business is getting popularity. As social media
has a large audience, businesses can grab the attention of customers through social media
advertisements. So, marketers need to understand the buying behavior of the customers for
attracting them. Various other factors also help marketers to understand the impact of social
media on consumer buying behavior. The purpose of the chosen topic is to explore social media
marketing and to discuss the behavior of consumers and understand how various factors are
playing their role to show the impact.
Research Aim:
Social media has replaced traditional media. As social media has a large number of users, e-
commerce is getting popular day by day. This study will explain the factor that can influence the
purchase intention of consumers available on social media. This study can help marketer for
better understanding of behavior and attitude of the consumer and to increase the sale through
social media.
Literature Review:
Social media can be defined as “A platform where consumers can share any kind of information
with other people according to their interests and it is consumer generated media that has large
source and amount of online information”.(Pütter, 2017) Advertisement is a market
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communication technique used to promote or sell a product. Social media advertisement
promotes the business in an inexpensive way and can reach large audience that can easily
increase brand awareness and brand image. [Independent variable identified]
Consumer buying behavior is the study of individual attitude and preference associated with
purchase [Dependent variable identified]
Price of a product has inverse relationship with demand, price also influence quality as well as
value. The decision to purchase can remodel.(Gogoi, 2013) increase in income level increases
the purchasing power of people which influence the buying behavior. For example, a person
belongs to middle class family buying decision will be based on utility and a buyer from upper
class will buy luxury item more than any other item. Middle class buyer is more conscious about
buying the product than upper class. [Moderating factor, Income identified]
Demographic factor gender influences the purchase intention. Female are more concerned
about quality of product as compare to men and female are more influenced by peers and
therefore gender positively influence on purchase intention (Daneshvary & Schwer, 2000).
[Moderating factor, Gender identified]
Culture/ subculture and geo-graphic location also have an impact on consumers. For
example, a person growing up in Pakistan has different buying behavior as compare to person
growing up in U.S as European people are more advance and modern. Culture aspect influence
on consumer and have great impact on online purchase intention. (Ioanăs & Stoica, 2014)
(Moderating factor, Geo-graphical location identified]
A study conducted in past states that YouTube marketing communication in millennial
generation. The study states that YouTube advertisement has direct relation with purchase
intention. Purchase intention depends upon feedback and also depends on information shared
by consumer on social media platform. Advertisements increase brand recognition and increase
awareness. Through advertisement and positive words brands can strengthen the relationship
with customers. Customers can interact with companies through digital channels. Marketers
need to make ads more attractive and enjoyable as it can engage the large audience and can
grab their attention.(Febriyantoro, 2020)
Social media can help people to interact and engage with individuals and group of people
globally. It is the online platform that is working as a mediator and moderator for interactions
and engagements. The platform provides opportunity to share opinions, ideas and anything they
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want. The individuals can grow businesses, partnerships and researches. (Goh, Heng, & Lin,
2013)
1) Geo-graphical factor & Income:
The social media plays an important role on consumer attitudes. It can influence buying
behavior of consumer most particularly through the information shared with consumer who
wants to buy products. Companies should nourish the relationship with prospective clients who
continuously follows social sites.(Ioanăs & Stoica, 2014) The probability of verification about the
product they want to buy depends upon income of consumer. Consumers with large amount of
income verify less. The people of urban areas have more update about trends of social media.
They are also more cosmopolitan and in touch with social trends. (Ioanăs & Stoica, 2014)
(Chakraborty & Suresh, 2018)
The descriptive research of both qualitative and quantitative data has been used in study
conducted at Bangladesh. Quantitative data was used as primary source whereas qualitative
data has been used as secondary source to identify the various variables which include
products customization, brand awareness, relationship with customers, updated content,
productive SEO, positive words, search keywords, trust and type of search engine. The study
uses Bartlett’s Test and KMO Test to identify the effect of social network and Google on
consumer buying behavior and they identify the results through investigating the factors
mentioned above.(Jafar, Islam, & Khan, 2017)
The study uses structural equation modeling SEM show relationship of YouTube advertisement
with buying behavior. Brand image and brand awareness act as non-mediating factors and they
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