A PROJECT REPORT

ON

“A STUDY ON CONSUMER PERCEPTION TOWARDS

SOCIAL MEDIA ADVERTISING”
Submitted to

SATAVAHANA UNIVERSITY KARIMNAGAR

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

BANOTH PRAVEEN NAYAK

(20077172685005)

Under the Guidance of

MS.B.GOUTHAMI

DEPARTMENT OF COMMERCE & BUSINESS MANAGEMENT

S.R.R GOVERNMENT ARTS & SCIENCE COLLEGE, KARIMNAGAR

(AFFILIATED TO SATAVAHANA UNIVERSITY,KARIMNAGAR)
KARIMNAGAR ,TELANGANA- 505001
(2020-2023)
 S.R.R GOVERNMENT ARTS & SCIENCE COLLEGE KARIMNAGAR
(Affiliated to Satavahana University , Karimnagar)
KARIMNAGAR ,TELANGANA 505001.
DEPARTMENT OF COMMERCE & BUSINESS MANAGEMENT

CERTIFICATE

This is to certify that the project work entitled “A STUDY ON CONSUMER

PERCEPTION TOWARDS SOCIAL MEDIA ADVERTISING”, has been
accomplished by BANOTH PRAVEEN NAYAK (20077172685005) student of
“B.B.A”(2020-2023) under my guidance and supervision.

The project is being submitted by them partial fulfilled of the requirement for
the award of degree of “BACHELOR OF BUSINESS ADMINISTRATION” from
“Satavahana University”, Karimnagar, Telangana.
All sources of information has been duly mentioned and this record is a Bonafide
work carried by them.

Project Guide Head of The Department

B.GOUTHAMI Dr. V. BIKSHAPATHI

 DECLARATION

I hereby declare that the project entitled “ A STUDY ON CONSUMER

PERCEPTION TOWARDS SOCIAL MEDIA ADVERTISING ” submitted to
SATAVAHANA UNIVERSITY, KARIMNAGAR for the Award of the degree
in partial fulfilled of the requirement for the award of “ BACHELOR OF
BUSINESS ADMINISTRATION ” is a record of an original work done by me
under the guidance of B.GOUTHAMI DEPARTMENT OF COMMERCE AND
BUSINESS MANAGEMENT at S.R.R GOVERNMENT ARTS AND SCIENCE
COLLEGE,KARIMNAGAR district, Telangana-505001

It is further declare that the project report or any part of this has not been
previously submitted to any University or Institute for the award of degree or diploma.

Place: KARIMNAGA BANOTH PRAVEEN NAYAK

(20077172685005)
Date:
 ACKNOWLEDGEMENT

We are greatly indebted to the authorities of S.R.R. Government Arts and

Science College Karimnagar District, for providing us the necessary facilities to
successfully carry put this project work titled “A Study of Consumer Perception
Towards Social Media Advertising”.

Firstly, we thank and express our solicit gratitude to Ms. B.GOUTHAMI

Assistant professor in Department of Commerce And Business Management in S.R.R
Government Arts and Science College, Karimnagar District, for the guidance and her
valuable help us a lot of co-operation in successfully completing our project.

Secondly, we express our gratitude to our internal guide Dr.V.BIKSHAPATHI

Head of the Department(HOD) Department of commerce and Business
Management her suggestions and encouragement which helped us in the
successful completion of our project.

We would like to express our gratitude to our Principal, Dr. K. RAMAKRISHNA

Sir for providing the necessary infrastructure to complete our project.
Finally, we would like to express our heartful thanks to our parents who were very
Supportive both financially and mentally and for their encouragement to achieve& to set
Our goals.
Thanking you,

Yours Faithfull
BANOTH PRAVEEN NAYAK
(20077172685005)
 TABLES OF CONTENTS

CHAPTER NO. CONTENTS PAGE NO:

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1 INTRODUCTION 1–4

CHAPTER 2 THEORETICAL 5 – 10
FRAMEWORK

CHAPTER 3 REVIEW OF LITERATURE 11 – 14

CHAPTER 4 DATA ANALYSIS AND 15 – 29

INTERPRETATION

CHAPTER 5 FINDINGS, SUGGESTIONS 30 – 32

& CONCLUSION

BIBLIOGRAPHY

APPENDIX
 LIST OF TABLES
TABLE TITLE PAGE NO:
NO:

4.1 Table showing the gender of the respondents 15

4.2 Table showing time spend on social media by the 16

respondents

4.3 Table showing active in online by the respondents 17

4.4 Table showing social media online advertising is 18

essential

4.5 Table showing online advertising provides accurate 19

information about products/services

4.6 Table showing online advertising help to keep uptodate 20

about product s/services available in the market places

4.7 Table showing online advertising is interesting and 21

attractive

4.8 Table showing Social media advertising helps in taking 22

efficient purchase decisions
4.9 Table showing online advertising helps to solve 23
shopping related problems

4.10 Table showing opinion regarding online advertising 24

saves my shopping and product searching time
4.11 Table showing online advertising makes me aware 25
about the latest price, offers and discounts available
4.12 Table showing online advertising is useful for me in 26
making purchase decisions offline

4.13 Table showing online advertising is a valuable source 27

of information about latest fashion

4.14 Table showing most online advertising distorts the 28

values of our youth

4.15 Table showing online advertising is misleading 29

 LIST OF FIGURE
FIGURE TITLE PAGE NO:
NO:

4.1 Figure showing the gender of the respondents 15

4.2 Figure showing the time spend by respondents by social 16

media

4.3 Figure showing active in online by the respondents 17

4.4 Figure showing social media online advertising are 18

essential

4.5 Figure showing online advertising provides accurate 19

information about products/services

4.6 Figure showing online advertising help to keep up-todate 20

about products/services available in the market places

4.7 Figure showing online advertising is interesting and 21

attractive

4.8 Figure showing online advertising helps in taking 22

efficient purchase decisions

4.9 Figure showing online advertising helps to solve 23

shopping related problems

4.10 Figure showing opinion regarding online advertising 24

saves the shopping and product searching time

4.11 Figure showing online advertising makes me aware 25

about the latest price, offers and discounts available

4.12 Figure showing online advertising is useful for me in 26

making purchase decisions offline

4.13 Figure showing online advertising is a valuable source 27

of information about latest fashion

4.14 Figure showing online advertising distorts the 28

values of our youth

4.15 Figure showing online advertising is misleading 29

 CHAPTER - I
INTRODUCTION

1
 INTRODUCTION

In the current business environment, the vast influence of social media can be
observed. The main objective of every firm is to be present where there customers
exist. To achieve it, social media can act as a very beneficial platform. Firms often
look to customers for their critical opinions, mostly regarding what they look for in
products and their preferences are.

It was not long ago, firms were unsure about how effective social media platforms
were. Now most business concerns explore social media as an Online advertising
media. They have begun to realize, the added value it brings to them. Technological
advances have made social media an important segment of business. Social media
marketing has deviated from the traditional marketing practices. It gives a whole new
dimension to marketing as it also offers ready interaction with ultimate customers.
Nowadays, major social media platforms such as facebook, instagram, twitter,
pininterest, snapchat, etc provide various features like facebook ads, promoted posts,
sponsor stories, page post ads, etc.

The successes of campaign advertisements rest entirely on the marketer’s ability to

allure social network users to discuss and promote a product. Social media Online
advertising programme enables the advertisers to take advantage of the users
demographic information and target their ads .While there are increasing advantages
in Online advertising on social media networks, there exists the evolving conviction
that aligning the relationships between users or customers’ online and generating
graphs for these social relationships can be invaluable for predicting the response of
customers to various online marketing strategies and messages. There are a vast
number of social media sites that could be used for Online advertising; Facebook,
Instagram, Twitter, Pinterest, LinkedIn, Snapchat. Different social media sites offer
different ways to advertise brands. Facebook gives advertisers options such as
promoted posts, sponsored stories, page post ads, Facebook object (like) ads, and
external website (standard) ads. To advertise on

2
Twitter there are promoter tweets, trends, and promoted accounts that show up on
users newsfeeds. For Online advertising on YouTube there are branded channels,
promoted videos, an in video advertising.

1.1 STATEMENT OF THE PROBLEM

In the modern era of technological advertisement most of the business organizations
are depending on online mode of advertisement especially via social media platforms.So
in this study the researcher would like to learn the effectiveness of online
advertisement among students.

1.2 SIGNIFICANCE OF THE STUDY

With the introduction of internet in our daily life, it has become a need for everyone
people use internet for everyday tasks. Internet is no longer just a medium of getting
information for people. It has now taken shape of the most powerful medium of
communication, entertainment and shopping for people. This study is significance
since the role and importance of online advertising in marketing the products and
services is increasing day by day.

1.3 OBJECTIVES
1. To understand the consumer perception about online advertising.
2. To identify the factors which are more influential in determining the
consumers perception towards online advertising

3. To find out which type of online advertising is more effective viz text, banner,
or video as per the respondents’ preference.

1.4 RESEARCH DESIGN

A research is a valid when a conclusion is accurate or true and research design is the
conceptual blueprint with in research is conducted. A scholar for his research is
conducted. A scholar for his research, prepare an action plan it constitute the outline
of collection, measurement and analysis of data.

3
1.4.1 Nature of study
The study is exploratory and descriptive in nature since the study intends to venture
into new and less explored areas.

1.4.2 Nature of data

The nature of data used here are either primary data or secondary data
1.4.3 Source of data
The sources of data used here are either primary data or secondary data
1.5 SAMPLE DESIGN
A sample design is the framework or roadmap .that server as the basis for the selection
of a survey sample and affects many other important aspects of a survey as well.

1.5.1 Nature of population

Students from S.R.R Govt Arts And Science College, Karimnagar were considered
aspopulation of study.

1.5.2 Sample unit

The Sample unit of the study is the Commerce students from SRR Govt Arts And
Science College, Karimnagar.

1.5.3 Methods of sampling

Data had been collected using questionnaire. Questionnaire had been distributed
among students in SRR Govt Arts And Science College ,Karimnagar.

1.5.4 Size of sample

The sample size is 50

1.6 Tools for analysis

 Percentage analysis
 Table & Charts
 Likert Scale

4
1.7 Chapterisation
 Chapter 1- Introduction
 Chapter 2-Review of literature
 Chapter 3- Theoretical Framework
 Chapter 4- Data analysis and interpretation
 Chapter 5- Finding, suggestion and conclusion

5
 CHAPTER - II
THEORETICAL FRAMEWORK

6
 THEORETICAL FRAMEWORK

The term advertising originates from the Latin word ‘advertere’ which means ‘to turn
the attention’. Ducoffe (1996), defines advertising, ‘as a set of communication or
activities which deliver information to the public by ca0pturing the target consumers’
attention’. It is a paid form of non-personal communication to present and promote
ideas, goods or services by an identified sponsor (Kotler 2000). Advertising subsists
in every part of the world. The basic aim of advertising is creating awareness and
stimulates purchase intention of the particular product in the minds of the consumers.
Advertising is a heady tool of marketing and a component of overall promotion
activities. Advertising follows us everywhere in our daily life. Many advertisers say
that advertising is purely an economic activity with one purpose i.e., to sell. Some
advertisers and agencies believe that advertising creates "magic in the market".

One of the most significant developments that affect advertising worldwide in the
21st century is the development of the internet as a medium of mass communication.
As a communication tool, the Internet emerges as a new challenge to mass media
advertising. Online advertisement in the internet makes an easy approach to know
about different products. The potential of online advertising is vast as the audience of
it is truly global. Previous Studies of (Schatz 1998, Abd Aziz et al. 2008) have
discussed certain forms of online advertisement are highly effective in creating
awareness about an organisation, its products, and services. Advertisements in online
can be done in various methods which includes web banner advertising, blog
advertising, promotional advertising, social network advertising and so on. It is a fact
that, the advancement in technology leads as to make use of internet in each and every
part of our lives, which results to spent most of the time in internet (Abd Aziz et al.
2008). This develops enhanced potentials and paves way for internet users to engage
in online advertising. Therefore, advertising in online enable the marketers to reach
their consumers through internet. Also it helps to create awareness about their
products, services, and to improve sales in the future (Abd Aziz et al. 2008). The

7
flexibility nature of online advertisement makes easy for the company to update
information about their products now and then. (Ducoffe 1996). This allows the
consumers to know the latest information about the products and services offered by
the company in the market (Ducoffe 1996). Belch & Belch (1998), stated that one of
the unique advantage of online advertisement is that it is comparatively cheaper than
traditional media advertisements. A wider range of target audience and geographical
areas can be easily reached through online advertisements. Through the internet,
marketers deliver an advertising message in most innovative ways. For example,
advertisement messages which pop up on the internet with attractive animations
instead of words make it easier to capture consumer’s attention (Tsang & Tse 2005).
Online advertisements provide entertainment, fun, excitement and enjoyment while
compared to traditional outlets. Other than that, through online advertising, marketers
are able to interact with customers easily as consumers are allowed to collect
information, participate in products design, explore promotions, arrange deliveries,
sales and receive post purchase support (Pavlou& Stewart 2000). This can aid
marketers in increasing their understanding of consumers and thereby generate and
manage close relationships with their clients (Abd Aziz et al. 2008). The consumer
buying process or consumer decision-making process views buying behaviour as a
problem-solving process and consists of different stages in which the consumer
journeys through as they purchase a product or service (Turley & LeBlanc 1993). The
process also involves several internal psychological processes which influence the
general decision-making process of the consumers (Belch & Belch 2008). The
consumers buying process is influenced by the factors of online advertising, such as
Entertainment, in formativeness, Irritation, and Credibility. Moreover, the consumer
buying process related to any product or service has four phases namely; need
recognition, product information search & evaluation, purchase decision and post-
purchase behaviour.

As consumers formed a different attitude towards the online advertisement, this will
in turn influence the consumers' informational responses. The informational response

8
is a process in which consumers will go thorough when responding to an online. The
two main objectives of advertising are behavioural objective and Sales objective.
From the behavioural point of view, it is an important tool that influences the
consumers buying process. It is an accepted fact that all behaviour starts with
motivation. Online advertising motivates people by arousing or stimulating their
dormant needs that activate behaviour. Online advertising can effectively arouse both
biogenic and psychogenic needs. An intellectually planned online advertisement can
be the eye opener in the decision-making process in buying.

CONCEPT OF ONLINE ADVERTISING

According to Technopedia the term ‘Online Advertising’ can be defined as, “an
Advertising strategy that involves the use of the Internet as a medium to obtain
website traffic and target and deliver marketing messages to the right customers”.

In other words, Online Advertising can be defined as, ‘the advertisement for a product
or service through electronic networks’. Online Advertising is otherwise known as

‘Internet Advertising’.
Online advertising is any form of commercial content available on the Internet,
delivered by any channel, in any form, designed to inform customers about a product
or service at any degree of depth.

Online advertising also targets to disseminate information in order to improve the end
sales transactions. However, it differs from other medium of advertisements by
empowering the targeted consumers to directly interact with the advertisement i.e.
two-way communication rather than one-way communication. A consumer can
interact with the ad through mouse click on the ad for more information, or it may
take to purchase of the product in the same online session. The online advertising
gives advertisers the opportunity to target potential customers, facilitating them to
convey advertisements that are customized to each user's particular interests and
tastes based on their surfing history or past sales transactions.

9
A major advantage of online advertising is the quick promotion of product
information without geographical boundary limits. A major challenge is the evolving
field of interactive advertising, which poses new challenges for online advertisers.
Online Advertising includes email marketing, search engine marketing, social media
marketing, many types of display advertising (including web banner advertising), and
mobile advertising. Like other advertising media, online advertising frequently
involves both a publisher, who integrates advertisements into its online content, and
an advertiser, who provides the advertisements to be displayed on the publisher’s
content. Other potential participants include advertising agencies that help to generate and
place the ad copy, an ad server who technologically delivers the ad and tracks
statistics, and advertising affiliates who do independent promotional work for the
advertiser. Direct mailings function primarily as instruments of mass communication, but
try to individualize their advertising message for the single receiver and offer limited
feedback channels. Online advertising can contact a wide target range, however, the
mode of communication differentiates online advertising from traditional advertising.
Online advertising can be non-personal or personal, imitate interpersonal
communication on a written language basis and make users’ feedback possible.

Online advertising is based on traditional forms of advertising, but develops its own
communication strategies in correlation with the new technical and mediumbased
requirements. Since TV-commercials use both written and spoken language, apart
from sound and motion pictures like animated online ads, they have an extra position.
Currently, the integration of sound in online advertising or the display of short video
sequences is still infrequently applied although this might change in the near future,
once technical development has further advanced. Then, the similarities between
television and Internet are likely to be closer. Online trailers, for instance, are such
new forms of advertising on the Internet.

It's clear that the future of digital advertising pivots on developing a targeted ad
experience that offers consumers relevant content without feeling nosy or invasive.

10
When it comes to digital in India, we are at an interesting point in time. Apparel and
books are bought via E-commerce. Cabs are hailed through ridehailing apps. Video
and music is streamed and games are played online. Digital has fast permeated into
our daily lives in a way that for a big chunk of India’s populace when it comes to
their daily lives, digital is the way to go. In fact, there could not have been a better
time to go digital in India.

Concept of Social Media:

Social media refers to a collection of social technologies which leave enabled a
revolution in user generated contents, global community and publishing of consumers
opinion. It can also be defined as a group of interest based applications that is built
on ideology and technological foundations of web 2.0 and that allows the creation
and exchange of user generated content. Online advertising is the nonpersonal
communication of information usually paid for and persuasive in nature about
products, services or ideas by identified sponsors.

Social Networking Sites and Online advertising:

Face book:
Face book was invented by a computer science student of Harvard University called
Mark Zukerberg in February 2004. It has billions of users across the world, therefore
it is the best place for businesses to promote their products or services. Using face
book, businesses can improve their brand value in the social media network.
Businesses can direct their products or services through promotional campaigns to
their target audience over Face book. For acquiring Business, organizations can make
Face book fan page of their brand or company.

Twitter:

Twitter is an innovation born out of necessity. Twitter is basically a sms mobile

phone-based communications platform, which eventually grew into a web platform
and it, was founded by Jack Dorsey, Noah Glass, Biz Stone and Evan Williams in

11
2006. Businesses can do Internet marketing free of cost by using Twitter wisely
.Twitter provides an excellent opportunity for the businesses to identify and to
understand the passion and interests of their target market. Businesses can research
their target markets by following their tweets. Twitter can be used by businesses to
understand the strategies of the competitors by following their tweets. Twitter allows
individuals to efficiently network with large groups of people and interact with their
target markets effectively. Twitter helps in efficiently directing the internet marketing
campaigns to the relevant groups .Twitter helps businesses in communicating
instantly and directly with the target market. It helps in gathering valuable feedback
from the target audience, in a very short span of time. Thus facilitates a lasting
relationship with the consumers.

You tube:

YouTube is becoming an influential medium for social interaction among people.

YouTube is one of the leading video-on-demand platforms for user generated content
(UGC). UGC on YouTube permits users to creatively produce and share content on
the platform to empower new ideas and business opportunities including branding
and marketing strategy. The content production through social media allows users to
full fill their information, entertainment, and mood management needs, while its
generation allows for self-expression and selfactualization. On the other hand, the
viral video concept plays a crucial role in business marketing for reaching tremendous
target audiences within short periods of time.

Pinterest:

Pinterest is the newest arrival on the social media scene. It is a “virtual pin board”
photo sharing site that lets users collect and share images and websites they like. Due
to its rising popularity, businesses and retailers are expanding their social media
preferences to include Pinterest. The result of Steakhouse’s Social Shopping survey
indicates that this trend is likely to continue. Steakhouse found that 59 percent of
Pinterest users purchased an item found through Pinterest.

12
 LinkedIn:

Is a business and employment focused on social media platform that works through
Websites and mobile apps.it launched on May 5,2003 founder in Mountain View
California, U.S. It is now Owned by Microsoft. The platform is primarily used for
Professional networking and career development, job seekers to post their CVs and
Employers too post of jobs. Since December 2016, it has been a wholly owned by
Microsoft. As of January 2023, LinkedIn has 900+ million registered members from
Over 200 countries and territories. LinkedIn allows Members both (workers and
Employers) to create profiles and connect with each other in an online social network
LinkedIn can also be used to organize offline events, join groups , write articles,
Publish job posting, post photos and videos.

Instagram:

Instagram is a photo and video sharing social network service owned by American
Company Meta platforms. The app allows users to upload media that can be edited
With filters and organized by hashtag and geographical tagging users can browse
Other users’ s content by tag and location , view trending content, like photos, and
Follow other user to add their content to a personal feed it is also one online
Platform.

13
 CHAPTER - III

REVIEW OF LITERATURE

14
 REVIEW OF LITERATURE

Literature review or narrative review is a type of review article. Literature review is

a scholarly paper which includes the current knowledge, including substantive
findings as well as theoretical and methodological contributions to particular topic.
Literature reviews are secondary sources and do not report new or original
experimental work. Most often associated with academic oriented literature, such
reviews are found in academic journals and are not to be confused with book reviews
that may also appear in same publication.

Literature reviews are a basis for research in nearly every academic field. Producing
a literature review may also be part of graduate and post graduate student work,
including the preparation of a thesis, dissertation, or a journal article.

Choi, et. al. (2002) studied - On consumers perceptions of ads entertainment,

irritation, in formativeness, credibility, and demographic. Researchers believe that
interactivity is also a factor that contributes to consumers perceptions. By
understanding consumer’s attitude towards Online advertising, designers and
marketers can better strategize their online advertising designs. A better understanding
of interactivity can also help to improve the effectiveness of interactive media such as
the Internet. A methodology for studying the factors that contributes to consumers
perceptions of ads is proposed and implications for internet-based online advertising
and e-commerce are discussed. In this research we take a consumers perspective and
examine consumers perceptions of different types of ads.Their aim is to understand
the perceived differences between the internet based onlineadvertising and traditional
Online advertising for both brand budding and directionalpurposes.

Ho, el. At. (2004) studied - The present research investigates consumer attitudes
toward mobile online advertising and the relationship between attitude and
behaviour. An instrument for measuring attitudes toward mobile online advertising
is developed. The results of a survey indicate that (l) consumers generally have

15
negative attitudes toward mobile Online advertising unless they have specifically
consented to it and (2) there is a direct relationship between consumer attitudes and
consumer behaviour. Thus it is not a good idea to send SMS advertisements to
potential customers without prior permission as the empirical data show, the
respondents held negative attitudes about receiving mobile ads. This may have been
because they found mobile adds irritating, given the personal, intimate nature of
mobile phones. Their attitudes were favorable ii' advertisements were sent with
permission. This implies that permission-based online advertising may become a
major mechanism in the mobile environment in the future."

Boyd el At. (2008: 210-230) have summarized recent research and social network
history. The authors, Berkeley and Michigan State professors, consider social
networks as increasingly attractive for researchers, fascinated for their usefulness,
audience Size and market research potential. They define social networks are
webbased services that allow users to build a public or semipublic within a system,
articulate a user list with shared relationships; and observe the list of relationships of
those persons with other people within the system" (Boyd and Ellison, 2008: 211)
Boyd and Ellison explain that Six Degrees (1997) was chronologically the first social
network but disappeared in 2000. The most important current social networks were
established after 2002: Fotolog (2002). LinkedIn (2003), MySpace (2003), Last.FM
(2003), Hi5 (2003). Orkut (2004).

Lertdejdecha, et. a1. (2009) studied - demographics, relevance to advertisement,

brand familiarity, and attitude toward SMS and MMS have significant effects on the
consumers’ response to the business SMS/MMS. The questionnaires were used to
collect the data from consumers in different demographic groups. Multiple
regressions (SPSS 16.0) were used to attitude toward SMS and MMS have significant
effects on the consumers’ response to the ads. Based on the statistical analysis, we
provide general guideline for an effective SMS/MMS marketing Chi (2011) users
perceive Online advertising differently depending on the social network, which

16
suggests user motivations for online social networking may play a vital role in
defining consumer’s responses to social media marketing
Phan (2011) conducted a study on the impact of social media on consumers’ purchase
intentions and perceptions. The author posited that people who are well conversant
with the latest communication technologies have contributed to the popularity of
social media as it is consumer-friendly and instinctive. However the author believes
that purchase intentions and perceptions of consumers cannot be increased by
investments in social media as it is in its initial Phase and has to go a long way head.

Teena Bagga (2012) ‘Study covered the perception of individuals relating to the
access and usage of various social networking sites. People uses SNS lies
facebooks.com, orsut.com, linsedin.com, twitter.com to attract users and help to
develop relationships, communicates and collaborate with other people on social
networking sites. Study shows that people face security and privacy issues on SNS.
Result shows that all age groups registered on SNS, which has no cost incurred also
has no limitation on the age factor for registration. Study shows that among social
networking sites like Facebook’s and YouTube preferred highest, LinkedIn has been
rated highest on security and contact management process whereas Facebook has
been perceived best to provide user friendliness applications.

Ateş Bayazıt Hayta (2013) studied that social media is on the most important tools
communication channels. Consumers do access to information about goods and
services to be purchased as per need by means of social media to a great extent. Also
studied social media which affects our live in recent years that brings a new
dimension to Internet and determine the effects of social media networks on
purchasing behaviours of consumer’s.

Shweta Bansal et al (2014) Study explored the consumer satisfaction and scope of
social networking sites which has opened a wide communication base for online users
to virtually interact, share and meet other people which is greatly expanded now a
days, Marketers have now tapped it as effective medium for communicating with
their consumers by providing them continuous access to all the information which

17
they were looking for through innovative ways to retain and maintain positive
relationship with the consumers. The say findings of the study was small firms are
more beneficial and find it easier to use social networking sites for their medium of
communication because of its costs less than traditional mediums.

18
 CHAPTER - IV
DATA ANALYSIS AND
INTERPRETATION

19
 ANALYSIS AND INTERPRETATION
This chapter is considered to be the core part of this project. The data collected using
questionnaire is represented in graphical form as graphs and diagrams .This is for the
purpose of making analysis of data and to interpret the results thereof. The sample
size is 50. Tools used for data analysis is percentage analysis.

Table 4.1 showing the gender of the respondents

Gender Number of respondent Percentage

Male 26 52%
Female 24 48%

Total 50 100%

(source : primary data)

Interpretation: The above table shows the breakdown of respondents on the basis of
gender. Out of the 50 respondents 48% are female were 52% are males.

Figure 4.1 showing the gender of the respondents

20
Table 4.2 showing time spend on social media by the respondents
Time spend on social media No.of responders Percentage

Less than one hour 17 34%

1-2 hours 22 44%
More than 2 hours 11 22%
Total 50 100%
(source : primary data )
Interpretation: The above table shows the time spend by the respondents on social
media.34% of respondents spent time less than one hours,44 % spend time 1-2 hours
and 22% spend time more than 2 hours in social media.

Figure 4.2 showing the time spend by respondents by social media.

Time spend

22%
34%
Less than one hour
1-2 hours
More than 2 hours

44%

21
Table 4.3 showing active in online by the respondents
Response No of responders Percentage
Daily 48 96%
Once a week 2 4%
Once a month 0 0%
Once in few month 0 0%
Rarely 0 0%
Total 50 100%
(source : primary data )

Interpretation: From the above table it is clear that 96% respondents daily use
the online and 4% once a week active in online.

Figure 4.3 showing active in online by the respondents

Active in online
4%0%

96%

Daily Once a week Once a month Once in few month Rarely

22
 Table 4.4 showing social media online advertising is essential.
Response No of responders Percentage
Strongly agree 13 26%
Agree 26 52%
Neutral 9 18%
Disagree 0 0%
Strongly disagree 2 4%
Total 50 100%
(Source: primary data)
Interpretation: The above table show that 26% of the responders strongly agreed
that social media Online advertising is essential and the other 52% responders agreed
for the statement, 18% of the responders says that it is not compulsory and 4% of
responders strongly disagree for the statement.
Figure 4.4 Showing Social Media Online Advertising are essential

60

50

40

30

20

10

0
Strongly agree Agree Netural Disagree StronglyDisagree

23
Table 4.5 showing online advertising provides accurate information
about products/services
Response No of responders Percentage
Strongly agree 5 10%
Agree 19 38%
Neutral 19 38%
Disagree 4 8%
Strongly disagree 3 6%
Total 50 100%

(source : p0rimary data )

Interpretation: From the above table 10% of the responders strongly agreed that
social ,media Online advertising provide accurate information about product,38%
responders agree for it they say that the statement is correct,38% responders neutral
because they are not sure for the statement,8% responders disagree the statement and
the 6% of the responders strongly disagree for the statement.
Figure 4.5 showing online advertising provides accurate information about
products/services
40

35

30

25

20

15

10

0
Strongly agree Agree Netural Disagree Strongly Disagree

24
Table 4.6 showing online advertising help to keep up-to-date about
product s/services available in the market places
Response No of responders Percentage
Strongly agree 19 38%
Agree 22 44%
Neutral 8 16%
Disagree 1 2%
Strongly disagree 0 0%
Total 50 100%
(Source: primary data)
Interpretation: The above table we can understand that 38% of the responders
strongly agreed that social media helps to keep up-to-date about product/service
available in the market place,44% agree to the statement,16% of the responders are
neutral for the statement,2% of the responders disagree for the statement they say the
statement is wrong.
Figure 4.6 showing online advertising help to keep up-to-date- data about
products/services available in the market places
50%
45%
40% 44%

35% 38%
30%
25%
20%
15%
16%
10%
5%
2% 0%
0%
Strongly agree Agree Neutral Disagree Strongly disagree

25
Table 4.7 showing online advertising is interesting and attractive
Response No of responders Percentage
Strongly agree 9 18%
Agree 29 58%
Neutral 10 20%
Disagree 1 2%
Strongly disagree 1 2%
Total 50 100%
(Source: primary data)
Interpretation: From the above table we can understand that around 18% of the
responders strongly agreed to the statement that online advertising is interesting and
attractive, 58% are agreed to the statement, 20% of the responders neutral, 2% of
responders disagree the statement, 2% responders strongly disagree they always
Avoid the online advertising.
Figure 4.7 showing online advertising is interesting and attractive

2%
2%
18%
20% Strongly agree
Agree
Neutral
Disagree
Strongly disagree

58%

26
Table 4.8 showing Social media advertising helps in taking efficient
purchase decisions
Response No of responders Percentage
Strongly agree 6 12%
Agree 19 38%
Neutral 21 42%
Disagree 4 8%
Strongly disagree 0 0%
Total 50 100%
(Source: primary data)
Interpretation: The above table shows the opinion regarding if the social media
Online advertising is helpful in taking efficient purchase decision 12% of responders
strongly agree to the statement, 38% of the responders agree to it, 42% of responders
neutral, 8% disagree for it they say that it does not help to taking efficient decision.
Figure 4.8 showing online advertising helps in taking efficient purchase decisions
45

40 42

35 38

30

25

20

15

10 12

5 8

0
0
Strongly agree Agree Neutral Disagree Strongly disagree

27
 Table 4.9 showing online advertising helps to solve shopping related
problems.
Response No of responders Percentage
Strongly agree 4 8%
Agree 22 44%
Neutral 22 44%
Disagree 2 4%
Strongly disagree 0 0%
Total 50 100
(Source: primary data)
Interpretation: From the above table we can understand 8% of the responders
strongly agree that social media help to solve shopping related problems,44%
responder agree to the statement.44% of the responders opinion is neutral,4% of the
responders think that it is not helpful so they disagree the statement.
Figure 4.9 showing online advertising help to solve shopping related problems.
50%
44% 44%
45%

40%

35%

30%

25%

20%

15%

10% 8%
4%
5%
0%
0%
Strongly agree Agree Neutral Disagree Strongly disagree

28
Table 4.10 showing opinion regarding online advertising saves the
shopping and product searching time
Response No of responders Percentage
Strongly agree 7 14%
Agree 25 50%
Neutral 11 22%
Disagree 7 14%
Strongly disagree 0 0%
Total 50 100
(Source: primary data)
Interpretation: The above table shows the opinion regarding if social media Online
advertising save shopping and purchasing time or not. 14% of the responders
strongly agree to the statement, 50% responders agreed that, 22% responders say that
sometime it take more time so they are neutral for the statement , 14% are disagree
to the statement .
Figure 4.10 showing opinion regarding online advertising saves the shopping and
Product searching time
60%

50%
50%

40%

30%
22%
20%
14% 14%

10%

0%
0%
Strongly agree Agree Neutral Disagree Strongly disagree

29
Table 4.11 showing online advertising makes me aware about the latest
price, offers and discounts available.
Response No of responders Percentage
Strongly agree 17 34%
Agree 29 58%
Neutral 3 6%
Disagree 1 2%
Strongly disagree 0 0%
Total 50 100
(Source: primary data)
Interpretation: The above table show that about 34% responders strongly agree that
online advertisements make them aware about latest price, offers and discounts
available, 58% responders agreed the statement, 6% responders neutral they feel that
sometimes it is so wrong, 2% responders disagree the statement.
Figure 4.11 showing online advertising makes me aware about the latest price
Offers and discounts available.
70%

60% 58%

50%

40%
34%

30%

20%

10% 6%
2%
0%
0%
Strongly agree Agree Neutral Disagree Strongly diagree

30
 Table 4.12 showing online advertising is useful for me in making
purchase decisions offline
Response No of responders Percentage
Strongly agree 9 18%
Agree 25 50%
Neutral 12 24%
Disagree 3 6%
Strongly disagree 1 2%
Total 50 100
(Source: primary data)
Interpretation: From the above table we can understand that 18% of the responders
feel that online advertising helps them in making purchase decisions online, 50% of
the responders agree to the statement, the 24% of the responders neutral for the
statement they think always it does not useful, 6% of the responders disagree they
feel it is not useful and 2% of the responders strongly disagree the statement.
Figure 4.12 showinh online advertising is useful for me in making purchase
Decisions offline

6% 2%
18%

24%

50%

Strongly agree Agree Neutral Disagree Strongly disagree

31
 Table 4.13 showing online advertising is a valuable source of information
about latest fashion
Response No of responders Percentage
Strongly agree 14 28%
Agree 30 60%
Neutral 4 8%
Disagree 2 4%
Strongly disagree 0 0%
Total 50 100
(Source: primary data)
Interpretation: From the above table we can see that 28%of the responders strongly
agreed that Online advertising is a valuable source of information about latest fashion
60% of the responders agree the statement,8% of the responders neutral Online
advertising not influenced them,4% of the responders disagrees to the same.

Figure 4.13 showing online advertising is a valuable source of information about

Latest fashion

70%

60%

50%

40%

30%

20%

10%

0%
Strongly agree Agree Neutral Disagree Strongly disagree

32
Table 4.14 showing most online advertising distorts the values of our
youth
Response No of responders Percentage
Strongly agree 7 14%
Agree 20 40%
Neutral 18 36%
Disagree 5 10%
Strongly disagree 0 0%
Total 50 100
(Source: primary data)
Interpretation: From the above table we can understand around 14% of the
responders strongly agreed that most of the Online advertising distorts the value of
our youth,40% of the responders feel it is right so they agree it,36% of the responders
are neutral to the statement, 10% of the responders disagree they say it is a wrong
statement.
Figure 4.14 showing online advertising distorts the values of our youth
45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Strongly agree Agree Neutral Disagree Strongly diagree

33
Table 4.15 showing online advertising is misleading
Response No responders of Percentage

Strongly agree 5 10%

Agree 14 28%
Neutral 21 42%
Disagree 10 20%
Strongly disagree 0 0%
Total 50 100
(Source: primary data)
Interpretation: From the above table we can understand that only 10% of responders
strongly agree to the statement that online advertisements are misleading, 28%of the
responders agree that the Online advertising is misleading, 42% of the responders
are neutral they are not sure about it, 20% responders disagree they say that Online

Advertising is misleading them.

Figure 4.15 showing online advertising is misleading

45%

40% 42%

35%

30%

25% 28%

20%
20%
15%

10%
10%
5%
0%
0%
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE

34
 CHAPTER - V
FINDINGS, SUGGESTIONS &
CONCLUSION

35
5.1 FINDINGS
1. Among the 50 respondents 48% were females and 52% were males.

2. Regarding the time spend in social media it was found that among the respondents
34% of respondents spent time less than one hours,44 % spend time 1-2 hours and
22% spend time more than 2 hours in social media.

3. Majority of the respondents spend time in social media platforms daily.

4. Among the respondents around 26% of the responders strongly agreed that social
media advertising is essential and the other 52% responders agreed for the
statement, 18% of the responders say that it is not compulsory and 4% of
responders strongly disagree to this statement.

5. Around 10% of the responders strongly agreed that social ,media advertising
provide accurate information about product,38% responders agrees with this
statment,38% responders expressed a neutral response to the same,8% responders
disagree to this statement and the 6% of the responders strongly disagrees.

6. It was found that 38% of the responders strongly agreed that social media helps
to keep up-to-date about product/service available in the market place,44% agree
to the statement,16% of the responders are neutral for the statement,2% of the
responders disagree for the statement they say the statement is wrong.

7. It was found that only 18% of the responders strongly agreed to the statement that
online advertising is interesting and attractive, 58% are agreed to the statement,
20% of the responders expressed a neutral opinion, 2% of responders disagree the
statement, 2% responders strongly disagree they always avoid the advertising.

8. Around 12% of responders strongly agrees that various social media platforms
helps them to take efficient purchase decisions, 38% of the responders agree to it,

36
 42% of responders expressed a neutral opinion, 8% disagree for it they say that it
does not help to taking efficient decision.

9. Among the respondents about 8% of the responders strongly agree that social
media help to solve shopping related problems, 44% responder agree to the
statement.44% of the responders opinion is neutral, 4% of the responders think
that it is not helpful so they disagree the statement.

10. Among the respondents about 14% of the responders strongly agree to the
statement that social media advertising saves their shopping and purchasing time.
50% responders agreed that, 22% expressed a neutral opinion and 14% are
disagreed to this.

11. Around 34% responders strongly agree that online advertisements make them
aware about latest price, offers and discounts available, 58% responders agreed
the statement, 6% responders expressed a neutral opinion, 2% responders
disagrees the statement.

12. Around 18% of the responders feel that online advertising helps them in making
purchase decisions online ,50% of the responders agree to the statement, the 24%
of the responders expressed a neutral opinion,6% of the responders disagree they
feel it is not useful and 2% of the responders strongly disagrees to the statement.

13. Among the respondents around 28%of the responders strongly agreed that online
advertising is a valuable source of information about latest fashion. 60% of the
responders agree the statement, 8% of the responders expressed a neutral opinion,
and 4% of the responders disagree to the same as they feel it is not a valuable
source of information about latest fashion.

14. Around 14% of the responders strongly agreed that most of the Online advertising
distorts the value of our youth,40% of the responders feel it is right sothey agree
it,36% of the responders are neutral to the statement, 10% of the responders
disagree they say it is a wrong statement.

37
15. Among the respondents around 10% of responders strongly agrees that online
advertisements are misleading, 28%of the responders agree to the same , 42% of
the responders are neutral they are not sure about it, 20% responders disagree they
say that Online advertising is misleading them.

5.2 SUGGESTIONS

1. It is advisable to the marketers to frame a mechanism to filter the fake information

and to provide valuable information relating to product and service.
2. Since most of the people are ignoring the advertisement in social media the
marketers can take efforts to make these advertisements more attractive.
3. Online advertisers or marketers need to follow some ethics while advertising their
products via social Medias.

5.3 CONCLUSION
Today a major percentage of customers are connected to the social media platforms
and this has created a huge impact upon the marketing strategies implemented by the
firms. It is impossible to separate social media from online world. From this we found
out that today the major percentage of the customer is connected to social media and
they have huge impact of it. There purchase decision, shopping trends and brand trust
depends on the information they get from social media online advertising. The
consumer now consider social media Online advertising as more interesting,
informative, innovative, interactive when compared with traditional Online
advertising . However some consumers find such advertisement to be annoying and
irritating. The reason for such perception is repetitive advertisement. In short, it can
be concluded that social media online advertising is an effective source for market
communication which influenced the perception of consumers to great extent.

38
BIBLIOGRAPHY

39
BIBLIOGRAPHY
Alwitt, L. F., & Prabhakar, P. R. (1992). Functional and Belief Dimensions of
Attitudes to Television Online advertising , Journal of Online advertising Research,
32(5), 30–42.

Bakos, J. Y. (1997). Reducing Buyer Search Costs: Implications for Electronic

Marketplaces. Management Science, 43(12), 1676-1692.

Bellizzi, A. J. (2000). Drawing Prospects to E-Commerce Websites. Journal of Online

advertising Research, (January-April) , 43-53.

Chang, T. Z. (2000). Online Shoppers' Perceptions of the Quality of Internet

Shopping Experience. AMA Summer Educators Conference (pp. 254-255).

Chu, Chuan-Chu (2011), "Viral Online advertising in Social Media: Participation in

Facebook Groups and Responses Among College-Aged Users," Journal of

Interactive Online advertising , 12 (1), 30-43.

Cooke, M. and Buckley, N. (2008). Web 2.0, social networks and the future of market
research. International Journal of Market Research, 50(2), 267-292.

40
APPENDIX

41
 QUESTIONNAIRE
Section 1
Age:
Gender:

☐ Male ☐Female
1. How often do you go online?
☐ Daily
☐ once a week
☐ One a month
☐ once in few months
☐ Rarely
2. Usually, per session, you spend?
☐ Less than one hour
☐ 1 to 2 hours
☐ More than 2 hours

Section 2
Please read the following sentence and choose your response that most appropriately
expresses your opinion from the adjoining options. Strongly agree, Agree, Neutral,
Disagree, Strongly disagree.

0
Strongly Strongly
Agree Neutral Disagree
agree disagree
3. Social media Online
advertising is essential.
4. Social media provides

42
accurate information about
products/services.
5. Social media helps me to
keep up-to-date about product
s/services available in the
market places.
6. Online advertising is
interesting and attractive.

7. Sometimes Social media

advertisements are even more
enjoyable than other media
0contents
8. Sometimes, I like to think
about what I see on Social
media Online advertising
9. Social media Online
advertising helps me in taking
efficient purchase decisions
10. Social media Online
advertising helps me to solve
my shopping related problems
11. Social media Online
advertising saves my shopping
and product searching time

12. Social media Online

advertising makes me aware
about the latest price, offers and
discounts available

13. Social media Online

43
advertising is useful for me in
making purchase decisions
offline
14. In general, online
advertising promotes
competition, which benefits the
consumer
15. Social media Online
advertising is a valuable source
of information about latest
fashion
16. Most Social media Online
advertising distorts the values
of our youth
17. Some products in Social
media Online advertising have
negative impact on our society
18. Because of Social media
Online advertising , people buy
a lot of things that they do not
really need
19. Social media Online
advertising promotes a
materialistic society
20. Social media Online
advertising does not provide a
true picture of the product
advertised
21. Most Social media Online
advertising is misleading
22. Government should
regulate Social media Online
advertising

44
45