an empirical study of advertisements of products...

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International Journal of Management (IJM) Volume 7, Issue 4, May–June 2016, pp.195–207, Article ID: IJM_07_04_017 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=7&IType=4 Journal Impact Factor (2016): 8.1920 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510

© IAEME Publication

AN EMPIRICAL STUDY OF

ADVERTISEMENTS OF PRODUCTS ON

SOCIAL MEDIA PLATFORMS

Unnati Patel

Ph. D Research Scholar,

Indukaka Ipcowala Institute of Management-CHARUSAT, Changa, India

Dr. Govind B Dave

Dean, Faculty of Management Studies (FMS) Principal, Indukaka Ipcowala Institute of Management (I2IM), Changa, India

ABSTRACT

As one of the off-suits of Marketing, advertising is a process involving

communication, marketing, public-relation, information, and persuasion. Traditional concepts, ways, means, techniques and strategies of marketing and advertising are obsolete, no more in fashion. One of the most widely used and

considered to be a powerful tool for marketing and advertising these days has been Social Media. In fact, Social Media has changed the very face of

marketing and advertising. Hence, an empirical study has been made to look into the usage of social media platforms like Facebook, Twitter, and Instagram etc. and to identify types of product categories advertised on social

media. In all, 876 Social Media users in Gujarat State were administered a questionnaire using convenient sampling method. Different products covering

different sectors and products like Banking, News and Media, Advertisements, Clothing and Accessories, Travel and Hospitality, Matrimonial, Employment, etc have been covered. Data received have been analyzed using Mean,

Median, Frequency, and Factor Analysis. Finally, the paper presents major findings and conclusion.

Key words : Marketing and Advertising, Product and Service, Social Media

Cite this Article: Unnati Patel and Dr. Govind B Dave, An Empirical Study of Advertisements of Products on Social Media Platforms, Analysing The

Sectoral Predictability of Risk and Return In India. International Journal of Management, 7(4), 2016, pp.195–207.

http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=7&IType=4

Unnati Patel and Dr. Govind B Dave


INTRODUCTION

Advertising is a powerful communication force and vital marketing tool helping to

sell goods, services, images, and ideas through channel of information and persuasion. It is highly visible force in the society. Today all of us receive many advertising

messages daily. Now it is essential to the success of any type of business and industry. Advertising strategies are employed by non-business organization such as government, college and universities, public service groups and characteristics.

Advertising convince people to buy products. All advertising contains both information and persuasion. Today it can be said that advertising is a communication,

marketing, public-relation, information and persuasion process. Advertising reaches us through a channel of communication referred to as a medium. Social media is being used extensively as a medium of communication.

Presently, online networking specialists around the globe characterizes the term Social Media as follows.

An online media for social interactions, powered by internet

A two way conversation medium

A medium that allows creation and exchange of use generated content

A medium that is bases on web 2.0 technology of internet based services

Are platform like Facebook, linked In, Google Plus+, Instagram. And twitter, etc

Nowadays traditional advertisements have been complemented by advertisements

on social media. Social Media have become a more convenient way to interact among every age group. IBM Institute for Business Value, in its study, mentions that ―The widespread social networking phenomenon reflects shifts in two long-term

communication trends namely shift in communications patterns from point-to-point, two-way conversations, to many-to-many, collaborative communications; and,

second, a transition of control of the communications environment from telecommunications to open internet platform based.

LITERATURE REVIEW

Bluestrek (2006), a digital marketing technology and services firm, published a research “Emerging Digital channels: Consumer Adoption, Attitude & behavior”. It

revealed consumer behavior and attitude towards emerging technologies including podcasts; text message, RSS, blogs and message boards as well as the more traditional email platform. Finding showed that marketers have a huge opportunity on emerging

platforms as well as email as adoption rate increases and consumer attitudes towards targeted, relevant, permission based advertising becomes more accepting. The study

was conducted among 1,000 consumer from a rewards’ panel of over 1.5 million households and includes respondents who use email and at least one of the other five emerging technologies (RSS, Text messaging, Blogs, Message Boards and

Podcasting). Some of key finding are: consumer mostly feel that the level of or quantity of advertising on these channels is appropriate. Text messaging advertising

cites as the most unpopular form of advertising communication among these five emerging channels (77 % of respondents say there is too much text advertising and 80% feel negatively of advertising, most do not respond unless they feel the offer is

‘personalized’ or ‘useful’. Demographic data revealed that the 35+ age group tends to be more responsive to online marketing offers. So that, it also resorted a downside

effect of using these technologies consumers are mainly concerned about viruses, identity, theft and spyware as by-products of using such channels.

An Empirical Study of Advertisements of Products on Social Media Platforms


A study on – Engagement with social media and outcomes for Brands: “A Conceptual Framework” by Camilla Bond (2010), Presents a conceptual framework

of the proposed relationship between social media participation and engagement, and behavioral outcomes. These out comes include brand awareness, willingness to

provide word of mouth, purchase intention and satisfaction. The study proposes a model, which hypothesizes that social media consumption, social media engagement, and consumer roles in social media are antecedents to brand awareness, word of

mouth, purchase intention and satisfaction with social media. It further hypothesizes that brand engagement and consumer motivation mediates the relationship between

these antecedents and behavioral outcomes.

Shankar et al, (2011), “Social media has advance form simply providing a platform for individuals to stay in touch with their family and friends. Now it is a

place where consumers can learn more about their favorites’ companies and the products they sell. Marketers and retails are utilizing there sites as another way to

reach consumers and provide a new way to shop. “Technology related developments such as the rise of powerful search engines, advanced mobile devices and interfaces, peer to peer communication vehicles and online social networks have extended

marketers’ ability to reach shoppers through new touch points”.

RESEARCH METHODOLOGY

Research Objectives

The study was undertaken with the following objectives:

1. To study the usage of social media platform like Facebook, Twitter, Instagram etc.

2. To identify types of product categories advertised on social media

The primary study was carried out by using Descriptive research design. The data were collected by using the structured questionnaire. The sampling frame was institutes of higher education offering programmes like MBA, MCA, B Tech etc.

Over 1000 respondents were sampled for the purpose of the study. The sampling size that was finally considered was 876 and others were error prone and / or were not

returned. The response

Sampling Size: In all, 1000 students of MBA, MCA and B Tech Programs studying in Universities and Institutes of repute in Gujarat were selected and questionnaires were administered to them. Finally, a total of 876 filled-in questionnaires – questionnaire with responses - were received back, giving 87.6 % response rate.

Sampling Unit: Social Media users in Gujarat State/Individual Person

Convenient Sampling method is used to select the respondents

Data Analysis

Extensive survey of the students of MBA, MCA and B Tech Programs using a

questionnaire was made to understand their (consumer) perception towards advertisements on social media. Collected data was analyzed by various statistical

techniques like, frequency, chi-square, factor analysis etc. Tools such as MS-Excel and SPSS (17.0) were used to carry out statistical analysis.



Table 1 Demographic Profile

Analysis of data and Interpretation

From above table, it is evident that there were 629 (71.8%) male respondents and 247 (28.2%) female respondents. Majority of students were from age group 20- 25. It is

seen from above table that 869 (99.2%) of students are from age group of 20-25, only 5 (0.6%) students are from age group of 26-35 and 2 (0.6%) are from age group 36-45. It also found that 634 (72.4%) students were of graduation and 242 (27.6%) were

of post-graduation.

Table 2 Frequency of Social media sites in order to use

Social Media sites

Rate in order of use

Note: 1= Least Used and 5 Most Used

1 2 3 4 5

Facebook Frequency 111 75 157 195 326 percent 12.7 8.6 17.9 22.3 37.2

Linked In Frequency 253 140 120 131 84

percent 28.9 16.0 13.7 15.0 9.6

My Space Frequency 333 68 75 42 27

percent 38.0 7.8 8.6 4.8 3.1

Google Plus+ Frequency 177 150 210 130 104

percent 20.2 17.1 24.0 14.8 11.9

Flickr Frequency 308 63 71 47 28

percent 35.2 7.2 8.1 5.4 3.2

Instagram Frequency 136 87 140 206 199

percent 15.5 9.9 16.0 23.5 22.7

Twitter Frequency 205 99 151 167 115

percent 23.4 11.3 17.2 19.1 13.1

From above table, it can be inferred that there were 326 (37.2%) respondents use

Facebook mostly. It is seen from above table, 253 (28.9%) students use LinkedIn least. It is seen from above table, 333 (38.0%) of respondents use My Space only for

few times or least. It is seen from above table, majority 308 (35.2%) of respondents use Flickr least. So it is clearly seen that respondents more prefer Facebook for social networking compare to all other sites.

Demographic

Variable Categories Frequency Percentage

Gender Male 629 71.8

Female 247 28.2

Age

20-25 869 99.2

26-35 5 0.6 36-45 2 0.2

Qualification Graduate 634 72.4 Post Graduate 242 27.6



Table 3 Frequency of Banking Advertisements on social media sites

Sr.

No

Social media Product /

Categories

Social Media Sites

Facebook Linked In Google

Plus+ Instagram Twitter

I Banking

a. HDFC Frequency 504 113 77 74 87

Percent 57.5 12.9 8.8 8.4 9.9 b.

Axis bank Frequency 367 145 118 70 81

Percent 41.9 16.6 13.5 8.0 9.2

c. Yes Bank

Frequency 300 106 113 62 71 Percent 34.2 12.1 12.9 7.1 8.1

d. HSBC


e. ICICI


f. SBI


In Banking Category, majority of students have seen advert isement on Facebook. It can be inferred from above table that HDFC (57.5%), SBI (54.3%) and ICICI

(41%) are the banks whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for banking on these social media sites.

Table: 4 Frequency of Social Media Product/ categories on News advertised on social media sites

Sr.

No


Categories

Social Media Sites

Facebook Linked

In

Google


II News

a. The Times of India

Frequency 639 123 111 127 143

Percent 72.9 14.0 12.3 14.5 16.3

b. ABP News Frequency 438 111 117 69 124

Percent 50.0 12.7 13.4 7.9 14.2

c. Aajtak Frequency 435 94 110 67 101

Percent 49.7 10.7 12.6 7.6 11.5

d. Educational news & Govt. Jobs

Frequency 422 146 138 96 111

Percent 48.2 16.7 15.8 11.0 12.7

e. Bollywood News


f. 24*7 Frequency 318 78 84 76 92 Percent 36.3 8.9 9.6 8.7 10.5

In News Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that The Times of India (72.9%), Bollywood News

(58.8%) and ABP News (50%) are the News providers whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and

LinkedIn, Majority of students have not seen much of the advertisements for news on these social media sites.



Table 5 Entertainment/TV Channels Advertisement on Social Media Sites

Sr.

No


Categories

Social Media Sites



III Entertainment

a. Star Plus Frequency 480 73 84 89 90

Percent 54.8 8.3 9.6 10.2 10.3

b. Sharing video and photos

Frequency 464 161 155 208 133

Percent 53.0 18.4 17.7 23.7 15.2

c. Colors Frequency 400 86 128 102 89 Percent 45.7 9.8 14.6 11.6 10.2

d. Filmgyan Frequency 388 66 106 129 78 Percent 44.3 7.5 12.1 14.7 8.9

e. Sony Frequency 420 97 96 120 87 Percent 47.9 11.1 11.0 13.7 9.9

f. Discovery Frequency 504 113 164 175 146 percent 57.5 12.9 18.7 20.0 16.7

In Entertainment Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that Discovery (57.5%), Star P lus

(54.8%) and Sharing videos and photos (53%) are the banks whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for

entertainment on these social media sites except for sharing video and photos on Instagram.

Table 6 Frequency of Social media Product/ categories on Clothing and accessories for social media sites

Sr. No

Social media Product / Categories

Social Media Sites



VI Clothing and accessories

a. E Bay Frequency 510 105 106 74 73 percent 58.2 12.0 12.1 8.4 8.3

b. Flip kart

Frequency 632 152 158 136 102 percent 72.1 17.4 18.0 15.5 11.6

c. Amazon


d. Craftsvilla


e. Snapdeal

Frequency 552 122 148 126 94

percent 63.0 13.9 16.9 14.4 10.7 f.

Jabong Frequency 473 108 110 121 77

percent 54.0 12.3 12.6 13.8 8.8 g.

Yepme.com Frequency 460 86 108 100 75

percent 52.2 9.8 12.3 11.4 8.6

In clothing and accessories Category, majority of students have seen

advertisement on Facebook. It can be inferred from above table that Flipkart (72.1%), Amazon (68.5%) and Snapdeal (63%) are the online shopping sites whose advertisements students more often see on Facebook. Considering Twitter, Instagram,



Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for clothing and accessories on these social media sites. It can also be

noted that Flipkart, Amazaon, and Snapdeal are the sites who are bit engaging with all other Social Networking Sites compare to others.

Table 7 Frequency of Social media Product/ categories on Travel and Hospitality for social media sites

Sr.

No


Categories

Social Media Sites



V Travel and Hospitality

a. Make my Trip

Frequency 627 113 117 112 110

percent 71.6 12.9 13.4 12.8 12.6 b.

Yatra.com Frequency 503 135 146 103 87

percent 57.4 15.4 16.7 11.8 9.9 c.

Jirawala Frequency 233 90 93 87 50

percent 26.6 10.3 10.6 9.9 5.7 d.

Flamingo Frequency 244 90 88 80 56

percent 27.9 10.3 10.0 9.1 6.4

In Travel and Hospitality Category, majority of students have seen advertisement

on Facebook. It can be inferred from above table that Make my Trip (71.6%), and Yatra.com (57.4%) are the providers whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority

of students have not seen much of the advertisements for Travel and hospitality providers on these social media sites.

Table 8 Frequency of Social media Product/ categories on Matrimonial for social media sites

Sr.

No


Categories

Social Media Sites

Facebook Linked In Google Plus+ Instagram Twitter

V Matrimonial a.

Shaadi.com Frequency 603 72 103 74 105

percent 68.8 8.2 11.8 8.4 12.0 b.

Jeevan sathi.com Frequency 424 125 117 57 88

percent 48.4 14.3 13.4 6.5 10.0 c. Gujrati

matrimonial.com

Frequency 299 79 119 80 59

percent 34.1 9.0 13.6 9.1 6.7

d. M4mrry.com


In Matrimonial Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that Shaadi.com (68.8%) is the matrimonial service provider whose advertisements students more often see on

Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for banking on these social media

sites.



Table 9 Frequency of Social media Product/ categories on Employments for social media sites

Sr.

No


Categories

Social Media Sites



VII Employments

a. Job title


b. Job Function


c. Industry


d. Company name


e. Geography


In Employment Category, majority of students have seen advertisement on Facebook. It can be inferred from above table that job title (51.6%), Industry (40.4%)

and Company Name (38.2%) are the employment providers whose advertisements students more often see on Facebook. Considering Twitter, Instagram, Google Plus+, and LinkedIn, Majority of students have not seen much of the advertisements for

employment on these social media sites.

FACTOR ANALYSIS

Factor analysis was carried out on all responses to 37 items using ‘Principal Component Analysis’ method. The result suggests that the Approx. Chi-Square value of 1.527 at 666 degree of freedom under the Bartlett's Test of Sphericity, which is

significant at the 0.05 level. P- Value is 0.000 for the test and therefore not have enough evidence present to accept Null Hypothesis and hence will accept alternative

hypothesis which states that all variables of the study in the population are correlated.

Table 10 Factor Analysis- KMO and Barlett’s Test

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. 0.937

Bartlett's Test of Sphericity Approx. Chi-Square 1.527E4

Df 666

Sig. 0.000

The Kaiser-Meyer-Olkin Measure of Sampling Adequacy was 0.937, which is

sufficient large. Thus, factor analysis may be considered appropriate for analyzing the data. In final results, total seven (7) factors, out of 37 have eigenvalues more than 1.00. As per the approach based on Eigenvalues, only factors with eigenvalue greater

than 1.00 are to be retained. Therefore, total seven factors are to be considered in this data. This Seven factors account for 58.746% of total variance which is moderate

(Neither too low nor too high).



Table: 11 Factore Analysis- KMO and Barlett’s Test

Component

Sr. No Statement 1 2 3 4 5 6 7

1 Organization identity 0.097 -0.040 0.731 0.170 0.118 0.128 0.038

2 Increase viewership of websites 0.070 0.082 0.723 0.275 0.171 0.043 0.062

3 Virtual communication 0.168 0.075 0.566 0.381 0.150 0.021 0.032

4 Awareness among well-defined

consumer segments 0.088 0.112 0.449 0.526 0.116 0.015 0.162

5 Freedom of expression for

consumer 0.150 0.084 0.247 0.595 0.185 0.009 0.212

6 Direct involvement of consumer 0.177 0.065 0.189 0.611 0.144 -0.064 0.221

7 Rapid feedback from users 0.154 0.072 0.178 0.644 0.088 0.036 0.155

8 Message, newsletter or blogs 0.239 0.033 0.683 0.072 0.095 0.051 0.176

9 Customers to be brand

ambassadors 0.150 0.141 0.457 0.145 0.169 0.000 0.470

10 Exchange opinions 0.226 0.119 0.415 0.324 0.073 0.011 0.405

11 Homogeneous groups and 0.145 0.112 0.208 0.345 0.100 0.026 0.663

12 Buzz / viral marketing 0.171 0.094 0.075 0.306 0.105 0.124 0.626

13

Interruptive message like (

animated banners, display ads,

overlay ads, video banners, pre

roll videos)

0.326 0.129 0.412 -0.072 0.537 -0.046 0.156

14

Involving activities (affiliate,

market ing, contests, promotions,

viral market ing)

0.277 0.128 0.292 0.064 0.596 0.057 0.183

15 Participative branding (blogs,

forums, online questions) 0.255 0.164 0.231 0.213 0.639 0.083 0.021

16 Applied actions (sponsored

applications, custom tools) 0.234 0.181 0.034 0.253 0.684 0.052 0.138

17

Conversational messages ( topics

related to brand, products or

services)

0.212 0.290 0.123 0.330 0.535 0.015 0.018

18 Advertisements are offending 0.047 0.541 0.179 -0.080 0.211 0.458 0.192

19 Advertisements are misleading -0.037 0.530 0.051 -0.071 0.246 0.513 0.183

20 Advertisements are trustworthy 0.153 0.701 0.019 0.105 0.180 0.133 0.008

21 Advertisements are authentic 0.149 0.705 0.000 0.147 0.156 0.201 0.076

22 The promises are kept on internet

advertisements 0.078 0.676 -0.097 0.144 0.166 0.208 0.152

23 Advertising are entertaining 0.485 0.447 0.317 -0.154 0.200 -0.078 0.173

24 Advertising is enjoyable 0.453 0.528 0.098 -0.081 0.213 -0.138 0.219

25 Advertising is disturbing 0.219 0.185 0.122 -0.021 -0.005 0.760 0.054

26 There is too many social media

advertising 0.318 0.215 0.005 0.083 -0.002 0.714 -0.044

27 More interactive 0.491 0.528 0.301 0.078 -0.058 0.102 -0.036

28 More informat ive 0.538 0.538 0.197 0.181 -0.031 0.048 -0.028

29 More interesting 0.492 0.576 0.119 0.146 -0.059 -0.009 -0.051

30 To keep in touch with friends and

family 0.699 0.204 0.168 -0.050 0.171 -0.011 0.271

31 To meet new people and share

experiences about life 0.733 0.119 0.005 0.082 0.160 0.036 0.266

32

To make professional and business

contacts (gaining leads, member,

customers)

0.663 0.009 0.142 0.151 0.198 0.229 0.087

33 To share photos, videos, music

and play games 0.674 0.150 0.122 0.132 0.163 0.159 0.149

34

To enable them to acquire

knowledge or exert ing new

product

0.632 0.155 0.085 0.309 0.136 0.167 -0.015



Component

Sr. No Statement 1 2 3 4 5 6 7

35 Help in Purchase decision 0.547 0.185 0.231 0.158 0.247 0.126 0.089

36 Subscribing updates and alerts

regarding a brand or product. 0.545 0.151 0.153 0.238 0.262 0.162 -0.031

37 More scope for innovation. 0.526 0.079 0.113 0.313 0.274 0.173 -0.011

Table 12

Component Transformation Matrix

Component 1 2 3 4 5 6 7

1 0.581 0.427 0.390 0.321 0.356 0.189 0.250

2 -0.190 -0.587 0.506 0.438 0.094 -0.341 0.215

3 -0.765 0.414 0.180 0.183 0.053 0.362 0.206

4 0.159 -0.257 0.364 0.028 -0.565 0.640 -0.215

5 0.079 -0.081 -0.618 0.729 -0.186 0.148 0.134

6 -0.050 -0.429 -0.169 -0.078 0.704 0.504 -0.171

7 0.079 -0.211 -0.128 -0.365 -0.111 0.178 0.869

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Interpretation of Factors

Table 13

Factors

1 2 3 4 5 6 7

Item – 30 Item – 31 Item – 32 Item – 33 Item - 34

Item – 20 Item – 21 Item - 22

Item – 1 Item – 2 Item - 8

Item – 6 Item - 7

Item – 15 Item - 16

Item – 25 Item - 26

Item – 11 Item – 12

Factor Number 1

Items: Customer use advertisement in social media To keep in touch with friends and family, To meet new people and share experiences about life, To make professional

and business contacts (gaining leads, member, customers), To share photos, videos, music and play games, To enable them to acquire knowledge or exerting new product are combined together to form a new factor.

Data can be summarized by stating that ‘Communication and Connect’ is the first new factor which was extracted using factor analysis.

Factor Number 2

Items: Advertisements are trustworthy, Advertisements are authentic, The promises

are kept on internet advertisements are highly correlated with the second new factor which was extracted from the analysis.

Data can be summarized by stating that ‘Customer Credibility’ is the new second factor.



Factor Number 3

Items: Advertisement in social media enhance Organization identity, Increase viewership of websites, Advertisement in Social Media promotes Message, newsletter

or blogs are included in in factor 3.

Data can be summarized by stating that ‘Client / Organization Branding’ will

represent all variables of this factor.

Factor Number 4

Items: Advertisement in Social Media enhance Direct involvement of consumer, and Rapid feedback from users are highly correlated in the factor.

Data can be summarized by stating that ‘Customer Involvement’ is our factor 4 which represents all correlated variables in factor 4.

Factor Number 5

Items: Customers like advertisement in Social Media because of Participative

branding (blogs, forums, online questions), and Applied actions (sponsored applications, custom tools). Both these variables show high correlation with this

factor.

Data can be summarized by stating that ‘Customer Empowerment’ will represent all correlated variables in this factor.

Factor Number 6

Items: Advertisement in social media are irritating because of Advertising is disturbing, and There is too many social media advertising are included in factor 6

after factor analysis.

Data can be summarized by stating that ‘Customer Saturation’ will be the new factor which will represent this new factor.

Factor Number 7

Items: Advertisement in Social Media promote Homogeneous groups, and Buzz / viral marketing are two variables which shown high correlation with factor 7.

Data can be summarized by stating that ‘Customer Segmentation’ will represent

factor 7.

The seven factors – depending upon the associated statements and inferences can

be named as given in the following table: Sr No. Factor Name on the Basis of Inference

1 Factor – 1 Communication and Connect

2 Factor – 2 Customer Credibility 3 Factor – 3 Client / Organization Branding

4 Factor – 4 Customer Involvement 5 Factor – 5 Customer Empowerment

6 Factor – 6 Customer Saturation 7 Factor – 7 Customer Segmentation

Statements 3, 4, 5, 9, 10, 13, 14, 17, 18, 19, 23, 24, 27, 28, 29, 35, 36 and 37 are not part of these new seven factors because they do not show high level of correlation

with any of the seven new factors extracted by the analysis.



FINDINGS

Most of the students use Facebook compare to all other social media sites and do not use LinkedIn, My Space, Flickr and Twitter more often.

Majority of students have seen advertisement on Facebook for banking. HDFC, SBI and ICICI are the banks whose advertisements students have seen mostly on Facebook compare to all other social media sites.

In advertisement of news category, Facebook is at top according to response of students. Times of India, Bollywood News and ABP news are more active also than other news on Facebook.

In Entertainment category, Discovery, Star Plus and Sharing video and photos are most active on Facebook compare to others.

In online shopping category, Flipkart, Amazon and Snapdeal are most active on Facebook compare to others. Students also have seen most of the advertisement of these companies on Facebook and other social media sites.

Consumer perception were subjected to factor analysis yielding seven distinct factors viz. Communication and Connect, Customer Credibility, Client / Organization Branding, Customer Involvement, Customer Empowerment, Customer Saturation and Customer Segmentation.

CONCLUSION

To finally conclude, it can be said that most of the students use Facebook compared to all other social media sites. Further, majority of students have seen advertisements on

Facebook for banking. HDFC, SBI and ICICI are the banks whose advertisements students have seen mostly on Facebook compared to all other social media sites. In

advertisement of news category, Facebook is on top according to responses of the students. The Times of India, Bollywood News and ABP news are more active than other news on Facebook. In Entertainment category, Discovery, Star Plus and Sharing

video and photos are most active on Facebook compared to others. In online shopping category, Flipkart, Amazon and Snapdeal are the most active on Facebook compared

to others. Students also have seen most of the advertisements of these companies on Facebook and other social media sites. According to the responses of the students, it becomes obvious that most of them use Facebook than other social media sites and

have also seen advertisement of different products and companies on Facebook. There were few companies whose advertisements students more often see on the social

media. Students do not use LinkedIn, My Space, Flickr and Twitter more often. Finally, based on the responses of students, Communication and Connect, Customer Credibility, Client / Organization Branding, Customer Involvement, Customer

Empowerment, Customer Saturation, Customer Segmentation are seven new dimensions that students consider when they see advertisement on social media.

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[3] Bond, “A study on – Engagement with social media and outcomes for Brands: A Conceptual Framework” Journal of interactive advertising ISSN: 1525-2019. Vol 2 No 1 (2010)



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http://www.consumerpsychologist.com/marketing_introduction.html

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