Effectiveness of Social Media Advertising-A Study in Khulna City

7/23/2019 Effectiveness of Social Media Advertising-A Study in Khulna City

1/49

EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING: A STUDY

IN KHULNA CITY


2/49

Effectiveness of Social Media Advertising: A Study in

Khulna City

Internship Research

S!"#itte$ in partia% &!%&i%%#ent '& the re(!ire#ent '& ))A pr'*ra#+

Submitted By:S,M, I#ran -ahi$

ID: ./.012

Supervised By:

M$, Khashr!%A%a#

Ass'ciate 3r'&ess'r

Submitted To:

The C''r$inat'r

Internship an$ 3%ace#ent C'##ittee

)!siness A$#inistrati'n Discip%ine

KHULNA UNIVERSITY


3/49

3 April! "#$

April 3!4.51

The C''r$inat'r

Internship an$ 3%ace#ent C'##ittee

)!siness A$#inistrati'n Discip%ine

Kh!%na Uni6ersit78 Kh!%na

Sub%ect: Submission of &nternship 'esearch Study

Dear Sir8

I a# p%ease$ t' present #7 internship research st!$7 'n Effectiveness of Social Media

Advertising: A Study in Khulna city(9hich has "een prepare$ as per re(!ire#ent '& ))A

pr'*ra#, The research st!$7 9as prepare$ pri#ari%7 "ase$ 'n the in&'r#ati'n *athere$ &r'#

internet !sers '& Kh!%na cit7,

I8 there&'re8 9'!%$ %ie t' $ec%are that I ha6e "een rea%%7 en;'7in* preparin* the research st!$7

an$ &ee%in* that the e./.012

S!per6ise$ "7


4/49

===============

M$, Khashr!% A%a#8

Ass'ciate 3r'&ess'r)!siness A$#inistrati'n Discip%ine

Kh!%na Uni6ersit7

Kh!%na,

ACK)*+,E-.EME)T

First '& a%%8 I than The A%#i*ht7 A%%ah &'r *i6in* #e the a"i%it7 t' &inish this rep'rt s!ccess&!%%7

in $!e ti#e,

Then8 I 9'!%$ %ie t' e


5/49

Table of Content

Chapter )o Title /ageE


6/49

0,0,5 Face"'' 54

Chapter )o Title /age

0,0,4 Y'!T!"e 50

0,0,0 G''*%e 3%!s 50

0,0,1 Line$In 51

0,0,? Inst*ra# 5?

0,0, T9itter 5

0,0,23interest an$ T!#"%r 52

0,1 C'#paris'n 9ith Other Me$ia 52

0,? Variati'n '& Usa*e Fre(!enc7 5B

0, Me$iat'Me$ia Variati'n '& Varia"%es 4.

0,2 C'rre%ati'n Ana%7sis 45

0,2,5 C'rre%ati'n A#'n* the Varia"%es '& C'*niti6e Sta*e 45

0,2,4 C'rre%ati'n A#'n* the Varia"%es '& A&&ecti6e Sta*e 44

0,2,0 C'rre%ati'n A#'n* the Varia"%es '& )eha6i'ra% Sta*e 40

Chapter 5 6indings "50"$

Chapter $ Conclusion and 'ecommendations "2


7/49

,ist of 6igures

6igure )o Title /age

Fi*!re .5 N!#"er '& Users Acc'r$in* t' A*e Ra*e .B

Fi*!re .4 Fre(!enc7 '& !se '& $i&&erent s'cia% #e$ia 5.

Fi*!re .0Depth '& !sa*e '& $i&&erent s'cia% #e$ia 55

Fi*!re .1 S'cia% Me$ia a$s are "etter than print #e$ia a$s 52

Fi*!re .? S'cia% Me$ia a$s are "etter than TV a$s 52

Fi*!re . S'cia% #e$ia a$s are "etter than ra$i' a$s 5/

Fi*!re .2 S'cia% #e$ia a$s are "etter than "i%%"'ar$ a$s 5/

,ist of Tables

Table )o Title /age

Ta"%e .5 List '& Means an$ Stan$ar$ De6iati'ns &'r Face"'' A$s 54

Ta"%e .4 List '& Means an$ Stan$ar$ De6iati'ns &'r Y'!T!"e A$s 50

Ta"%e .0 List '& Means an$ Stan$ar$ De6iati'ns &'r G''*%e 3%!s A$s 51

Ta"%e .1 List '& Means an$ Stan$ar$ De6iati'ns &'r Line$In 5?

Ta"%e .? List '& Means an$ Stan$ar$ De6iati'ns &'r Insta*ra# A$s 5?

Ta"%e . List '& Means an$ Stan$ar$ De6iati'ns &'r T9itter A$s 5

Ta"%e .2 One 9a7 ANOVA '& the !sa*e '& $i&&erent s'cia% #e$ia

"7 0 $i&&erent !ser *r'!ps 5B

Ta"%e ./ ANOVA '& 6aria"%es "ase$ 'n $i&&erent s'cia% #e$ia 4.

Ta"%e .B C'rre%ati'ns A#'n* the Varia"%es '& C'*niti6e Sta*e 44


8/49

Ta"%e 5. C'rre%ati'ns A#'n* the Varia"%es '& A&&ecti6e Sta*e 40

Ta"%e 55 C'rre%ati'ns A#'n* the 6aria"%es '& "eha6i'ra% sta*e 40

E7ecutive Summary

Lie ne9spaper8 ra$i' an$ te%e6isi'n8 internet is an'ther #e$i!# '& a$6ertisin*, Internet is a ne9in6enti'n 9hich 9as c'##ercia%i@e$ in 5BB.s, Un%ie ra$i' an$ te%e6isi'n8 c'##!nicati'n 'n

the internet can "e #'re r'"!st an$ &aci%itatin*, It n't 'n%7 pr'6i$es in&'r#ati'n "!t a%s' recei6es

it an$ can $istri"!te $i*ita% pr'$!ct an$ ser6ice, )eca!se '& its a$$e$ &aci%it7 it has *aine$

p'p!%arit7 an$ e


9/49

Th'!*h te%e6isi'n a$6ertisin* in6est#ent is sti%% a"'6e that '& e6er7 'ther #e$ia8 internet has

s!rpasse$ ra$i' &e9 7ears a*' an$ it is tain* %ar*er share '& the a$6ertisin* in6est#ent

*ra$!a%%7, )ein* a ne9 an$ c'#p%icate$ #e$i!# &'r a$6ertise#ent8 there has "een a %ac '&

n'te9'rth7 research that i$enti&ies the #'$e% t' #eas!re the e&&ecti6eness '& this t7pe '&

a$6ertisin*, A#'n* se6era% a$ $e%i6er7 #eth'$8 s'cia% #e$ia a$6ertisin* is 'ne '& the #'st

p'p!%ar &'r# '& internet a$6ertisin* t' the a$6ertisers,)i%%i'ns '& pe'p%e 9'r%$9i$e access these

p%at&'r#s t' share their &ee%in* e6er7 $a7, That #aes the# i$ea% p%aces &'r a$6ertisin*,

Kh!%na "ein* the thir$ %ar*est an$ p'p!%'!s cit7 '& )an*%a$esh8 there is a h!*e n!#"er '& s'cia%

#e$ia !sers in this cit7 9h' !se 'ne 'r #!%tip%e s'cia% #e$ia sites e6er7 $a7, F'r a$6ertisers8 this

c'!%$ "e an i$ea% #aret &'r a$6ertisin* an$ pr'#'ti'n,

The #ain '";ecti6e '& this st!$7 is t' &in$ '!t the e&&ecti6eness '& $i&&erent s'cia% #e$ia

a$6ertise#ents in Kh!%na cit7, As there are n' esta"%ishe$ set '& criteria t' #eas!re this

e&&ecti6eness "'th '";ecti6e%7 an$ s!";ecti6e%78 the sec'n$ar7 '";ecti6e is t' &in$ '!t a c'#p%ete

set '& criteria &'r #eas!rin* e&&ecti6eness '& 'n%ine a$s, As internet penetrati'n rate is risin* in

a%% areas '& )an*%a$esh especia%%7 in #etr'p'%itan cities %ie Kh!%na8 it is hi*h ti#e t' tae a %''

at the e&&ecti6eness '& s'cia% #e$ia a$6ertisin* in this area, Un&'rt!nate%7 n' si*ni&icant st!$7 is

&'!n$ 'n this s!";ect #atter &'r this #aret,

In 'r$er t' carr7 '!t this st!$78 52. internet !sers 9ere se%ecte$ as per c'n6enience &'r s!r6e7,

St!$7in* the %iterat!re B 6aria"%es 'r criteria are ch'sen t' #eas!re the e&&ecti6eness '& s'cia%

#e$ia a$6ertisin*, The resp'n$ents 9ere ase$ th'se criteria"ase$ (!esti'ns as 9e%% as a"'!t

&re(!enc7 '& !se '& s'cia% #e$ia an$ a"'!t their attit!$e t'9ar$ s'cia% #e$ia a$6ertisin*

c'#parin* 9ith tra$iti'na% #e$ia %ie TV8 ra$i' an$ print #e$ia,

)7 &re(!enc7 '& !se Face"'' stan$s &ar a"'6e an7 'ther s'cia% #e$ia, M'st '& the internet !sers

in Kh!%na !se at %east this site sh'!%$ the7 !se an7 'ther site 'r n't, S'#e 'ther &re(!ent%7 !se$

s'cia% #e$ia are G''*%e 3%!s an$ Y'!T!"e, 3e'p%e ha6e p'siti6e attit!$e t'9ar$s the

a$6ertise#ents 'n Face"''8 G''*%e 3%!s8 Y'!T!"e an$ Line$In, Th'!*h t9itter !sa*e is #'re

than that '& Line$In8 acc'r$in* t' the set '& criteria t9itter a$s are n't s' e&&ecti6e in Kh!%na,

Usa*e '& 3interest8 Insta*ra# an$ T!#"%r are %'9 in this area,


10/49

Chapter #: &ntroduction


11/49

As a c'##!nicati'n #e$ia the Internet is rather ne9, It 9as c'##ercia%i@e$ in the 5BB.s, Fr'#

then !nti% t'$a7 the 9'r%$ has 9itnesse$ tre#en$'!s *r'9th '& its !sa*e, In )an*%a$esh8 internet

9as intr'$!ce$ in 5BB, In 4..? the t'ta% internet !ser in )an*%a$esh 9as 'n%7 .,4 '& the

p'p!%ati'n 9hereas in 4.54 ar'!n$ ,0 '& the p'p!%ati'n ha$ access t' internet -'r%$ )an8

45.4+ 9hich is 04 ti#es than it 9as in 4..?, Acc'r$in* t' 3e9 Research 4.5?+8 a U,S, "ase$

research instit!te8 55 '& the t'ta% p'p!%ati'n has access t' internet in )an*%a$esh n'9 in 4.5?

9hich #ean internet !sa*e rate has increase$ ?? ti#es since 4..?,

Internet penetrati'n rate is hi*her in !r"an areas than that in r!ra% areas '& this c'!ntr7, Kh!%na8

9ith an area '& ?B,?2 # an$ a p'p!%ati'n '& 5,1 #i%%i'n is the 0 r$%ar*est #etr'p'%itan cit7 '&

this c'!ntr7 -iipe$ia8 4.5?+,A%'n* 9ith te%ec'# 'perat'rs8 internet is #a$e a6ai%a"%e "7

"r'a$"an$ an$ -iMa< IS3s, A "i* p'rti'n '& Kh!%nacit7$9e%%ers has access t' hi*h spee$

internet 9hich is an 'pp'rt!nit7 &'r internet a$6ertisers 9h' tar*et this #aret, The #'re pe'p%e

are *ainin* access t' internet the #'re #'ne7 #areters are in6estin* in internet a$6ertisin*8

a%ternati6e%7 n'9n as 'n%ine a$6ertisin*,

S'cia% Me$ia a$6ertisin* is 'ne a#'n* #an7 t7pes '& 'n%ine a$6ertisin*, S'cia% Me$ia are

9e"sites an$ app%icati'ns that ena"%e !sers t' create an$ share c'ntent 'r t' participate in s'cia%

net9'rin*,

S'cia% #e$ia "''# starte$ a%#'st 54 7ears a*' 9ith the c'##ence#ent '& Line$In in 4..0,

Then ca#e M7Space an$ Face"'' the &'%%'9in* 7ear, Y'!T!"e 9as intr'$!ce$ in 4..? an$

T9itter in 4.., D!rin* the *'ne $eca$es s'cia% #e$ias p'p!%ati'n has *r'9n incre$i"%7 t'

"i%%i'ns '& pe'p%e 9'r%$9i$e, Face"'' a%'ne has 5,0? "i%%i'n acti6e !sers 9'r%$9i$e Statista8

4.5?+ 9hereas 'n Y'!T!"e8 #'re than "i%%i'n h'!rs '& 6i$e' are 9atche$ each #'nththats

a%#'st an h'!r &'r e6er7 pers'n 'n Earth Y'!T!"e 3ress8 4.5?+, )7 Ma7 4.51 Line$In

reache$ t' 0.. #i%%i'n !sers -iipe$ia8 4.5?+, )7 Oct'"er 4.508 G''*%e 3%!s ha$ ?1. #i%%i'n

acti6e !sers, -iipe$ia8 4.50+,

Rec'*ni@in* this #!ch p'p!%arit7 '& s'cia% #e$ia sites8 c'#panies an$ &ir#s ha6e re*ar$e$

s'cia% #e$ia presence as part '& their #aretin* c'##!nicati'n strate*ies, A st!$7 "7 )!rs'n

Marste%%er8 a p!"%ic re%ati'n &ir# sh'9s that 2B '& the t'p 5.. c'#panies in the %ist '& F'rt!ne

?.. !se at %east 'ne '& the s'cia% #e$ia sites %ie T9itter8 Face"''8 Y'!T!"e 'r "%'*s an$ 4/


12/49

!se a%% the 1 )!rs'nMarste%%er8 4.5.+,The internet in$!str7 has $e6e%'pe$ s'#e '& its '9n

#etrics %ie a$ i#pressi'n8 c%ic rate8 ti#e 'n pa*e8 ti#e 'n site etc t' #eas!re the e&&ecti6eness

'& an a$ ca#pai*n, )!t s'#e '& these #etrics are pr'"%e#atic an$ inacc!rate &'r (!anti&7in*

$i*ita% "ran$in* e&&ects8 especia%%7 9hen c'nsi$erin* internet !sers c%ic 'n %ess than 5 '&

$isp%a7e$ a$s an$ are ne6er in 6ie9 '& a"'!t a thir$ '& a%% a$ i#pressi'n ser6e$ La!ren Fisher8

4.54+, Un%ie these $i*ita% tracin*"ase$ #etrics8 a s!r6e7 is #'re re%ia"%e &'r &in$in* '!t the

e&&ecti6eness '& 'n%ine a$6ertisin* acti6ities, H'9e6er8 tra$iti'na% criteria ha6e t' "e reshape$ t'

#ae it &it &'r internet in$!str7,

This paper #eas!res e&&ecti6eness in ter#s '& tr!st9'rthiness '& the #e$iachanne%8a"i%it7 t' "e

rec'*ni@e$8 a"i%it7 t' $ra9 attenti'n8 a"i%it7 t' ar'!se interest8 en*a*e#ent8 a"i%it7 t' &'r#

p!rchase intent8 p'st 6ie9 "eha6i'r8 an$ c'ntr'% '6er the a$6ertise#ent,

#8# Statement of the /roblem

In 4.508 there 9ere 4,/ #i%%i'n acti6e Face"'' !sers in )an*%a$esh The Dai%7 Financia%

E


13/49

#8" Sources of the /roblem Statement

Internet is an i$ea% e


14/49

#85 *b%ective of the Study

Main O";ecti6e

T' &in$ '!t the e&&ecti6eness '& S'cia% #e$ia a$6ertisin* &'r Kh!%na cit7,

S!"O";ecti6e

T' &in$ '!t the criteria '& #eas!rin* 'n%ine a$6ertisin* e&&ecti6eness s' as t' #eas!re the

e&&ecti6eness '& s'cia% #e$ia a$s &'r Kh!%na cit7,

#8$ Methodology

#8$8# )ature of the 'esearch: The research is $escripti6e in nat!re, It ai#s t' %'' int' the

e&&ecti6eness '& s'cia% #e$ia a$6ertisin* in %i*ht '& s'#e 6aria"%es8 &re(!enc7 '& !se an$ "7

c'#paris'n 9ith s'#e 'ther tra$iti'na% #e$ia,

#8$8" /opulation

E6er7'ne 9h' has access t' internet in Kh!%na is 9ithin the p'p!%ati'n, There are a"'!t 5,1

#i%%i'n pe'p%e %i6in* in Kh!%na cit7, Acc'r$in* t' the %atest statistics8 55 )an*%a$eshi has

access t' internet 9hich #eans there are appr'


15/49

$eci#a% ,? !se$ &'r sa#p%e si@e nee$e$+,

e c'n&i$ence inter6a%8 e


16/49

Chapter ": ,iterature 'evie1

Criteria of Effectiveness:S'cia% #e$ia is a c'nse(!ence '& the phen'#ena% *r'9th '& internet,

The iss!e '& s'cia% #e$ia a$6ertisin* e&&ecti6eness is part '& the "r'a$er (!esti'n a"'!t thee&&ecti6eness '& 'n%ine a$6ertisin* an$ *enera% tra$iti'na% a$6ertisin*, As a res!%t8 e&&ecti6eness

'& s'cia% #e$ia a$6ertisin* can "e &!%%7 e


17/49

$isc!ssi'n 9ith 'ther &rien$s, S'8 en*a*e#ent is a !ni(!e criteri'n &'r an7 t7pe 'n%ine pr'#'ti'n

inc%!$in* 'ne that is $'ne 'n s'cia% #e$ia,

-ith respect t' the n!#er'!s !ni(!e &eat!res that $istin*!ish the Internet &r'# 'ther tra$iti'na%

#e$ia8 interacti6it7 sh'!%$ "e c'nsi$ere$ as 'ne '& the #ain reas'ns that #ae this #e$i!# a

s!"stantia% a$6ertisin* 6ehic%e, Ch' an$ Lecen"7 5BBB+ $e&ine$ the ter#8 Pinteracti6e8P &r'#

an a$6ertisin* perspecti6e as Pthe $e*ree t' 9hich a pers'n acti6e%7 en*a*es in a$6ertisin*

pr'cessin* "7 interactin* 9ith a$6ertisin* #essa*es an$ a$6ertisersP,

The center p'int '& interacti6it7 is c'ntr'% '9nership8 that is8 h'9 #!ch the e


18/49

Social Media Advertising:)!rs'nMarste%%er st!$7 &in$s that ? '& the F'rt!ne 5..

c'#panies !se T9itter 9hich #eans T9itter is the #'st p'p!%ar s'cia% #e$ia a#'n* "!siness

&ir#s )!rs'nMarste%%er8 4.5.+,

As &'!n$ in the s'cia% #e$ia #aretin* in$!str7 rep'rt8 0B '& the #areters spen$ ten h'!rs

#'re in a 9ee 'n s'cia% #e$ia an$ 1 '& the# spen$ ? h'!rs 'r #'re Ste%@ner8 4..B+, These

&in$in*s re6ea% that #areters are "ein* acti6e%7 en*a*e$ in s'cia% #e$ia an$ this is an e#er*in*

p'9er&!% #e$ia &'r a$6ertisin* an$ pr'#'ti'n,

Fe9 "!sinesses ha6e *aine$ s'#e s!ccess thr'!*h s'cia% #e$ia a$6ertisin*, Dessert Ga%%er7s

6isit'rs increase$ 4. per #'nth a&ter Face"'' &ans *re9 &r'# 4/0 t' /52 3ra$iptarini8 4.55+,

)%!)ir$ Interacti6e Lt$ has '"ser6e$ increase in c!st'#er c'ntact an$ "ran$ a9areness a&ter it

increase$ pr'#'ti'na% acti6it7 'n s'cia% #e$ia, It has a%s' '"ser6e$ that circ!%atin* ;'"

a$6ertise#ents '6er s'cia% pa*es creates p'siti6e "ran$ i#a*e Hassan8 4.51+

Acc'r$in* t' A!th'r '& The Than Y'! Ec'n'#7 Gar7 Va7nerch!8 s'cia% #e$ia sites ena"%e

"!sinesses t' enhance the c!st'#er interacti'n that has a%rea$7 "een esta"%ishe$ "7 tra$iti'na%

#e$ia %ie print a$s8 ra$i' an$ te%e6isi'n t' a #'re pers'na% %e6e%, M're'6er8 these sites ha6e

ena"%es c'#panies t' "!i%$ c%'ser re%ati'nship 9ith c!st'#ers an$ e


19/49

Chapter 3: Analysis and &nterpretation

38# -emographic /rofile of 'espondents

There 9ere 52. resp'n$ents in t'ta%, A#'n* the# 541 are "et9een the a*e ran*e '& 54 7ears8

15 are "et9een the a*e ran*e '& 420 7ears8 4 are "et9een the a*e ran*e '& 021 7ears an$ 4

are a"'6e 1 7ears '%$,

54 7ears 420 7ears 021 7ears A"'6e 1 7ears

0

20

40

60

80

100

120

140


20/49

6igure #: )umber of ;sers According to Age 'age

The resp'n$ents are a%s' $i6i$e$ in 0 cate*'ries "!siness#en8 ser6ice h'%$er an$ st!$ent, There

are 5. "!siness#en8 10 ser6ice h'%$ers an$ 552 st!$ents,

38" 6re


21/49

On an a6era*e Face"'' is !se$ 41,/ $a7s8 Y'!T!"e is !se$ 51,B2 $a7s8 G''*%e 3%!s is !se$

5,.B $a7s8 T9itter is !se$ /,1 $a7s8 Line$In is !se$ /,54 $a7s8 3interest is !se$ 55,? $a7s8

Insta*ra# is !se$ ?,0 $a7s an$ T!#"%r is !se$ B,00 $a7s in a #'nth, The $epth '& !sa*e is

p'rtra7e$ "e%'9

&ace"''

G''*%e 3%!s

3interets

Line$In

T9itter

Insta*ra#

Y'!T!"e

T!#"%r

0 20 40 60 80 100 120 140

55.$a7s

554.$a7s

450.$a7s

6igure 3: -epth of ;sage of -ifferent Social Media

The a"'6e &i*!re s!**ests that Face"'' is the #'st &re(!ent%7 an$ hea6i%7 !se$ s'cia% #e$ia,

Ma;'rit7 '& the resp'n$ents !se this s'cia% #e$ia a%#'st e6er7 $a7, Others are !se$ as a!


22/49

There are 4 in Insta*ra#8 5 in 3interest an$ 5 in T!#"%r 9h' !se the respecti6e sites #'re than

5. $a7s a #'nth, N' 'ne !se T!#"%r8 3interest an$ Insta*ra# #'re than 4. $a7s a #'nth,

383 Media01ise Analysis

3838# 6aceboo=

The ta"%e "e%'9 sh'9s the #ean an$ stan$ar$ $e6iati'n '& the (!esti'ns ase$ a"'!t Face"'',

It is c%ear that t' the #'st '& the pe'p%e a$6ertise#ents are 6er7 6isi"%e 'n Face"'' since the#ean is 0,/ an$ #'st '& the# a%s' "e%ie6e that Face"'' a$s create "ran$ a9areness, The7

a*ree that the7 can reca%% the a$s the7 sa9 'n Face"'' 9hi%e p!rchasin* a pr'$!ct 'r ser6ice,

The7 "e%ie6e that Face"'' a$s are interestin* an$ the7 '&ten c%ic 'n th'se a$s t' n'9 #'re

a"'!t the pr'$!ct 'r ser6ice, The7 %ie the &an pa*es '& the pr'$!cts an$ ser6ices t' "e !p$ate$

a"'!t %atest '&&ers, The7 are s%i*ht%7 a"'6e the ne!tra% p'siti'n re*ar$in* the &act that Face"''

a$s pr'6i$e a$e(!ate in&'r#ati'n a"'!t the pr'$!ct 'r ser6ice, The #ean &'r the &'r#ati'n

p!rchase intent is 0,4 9hich #eans the resp'n$ents at ti#es &'r# p!rchase intent a&ter 6ie9in*

the a$,

Table #: ,ist of Means and Standard -eviations for 6aceboo= Ads

>uestion Mean ST-

A$ 6isi"i%it7 0,// .,B0

)ran$ a9areness 0,24 .,B12

Reca%% 0,0 .,B2.

Tr!st the a$ 0,5B .,/B

A$s are interestin* 0,2? .,B20

A$ *i6es a$e(!ate in&'r#ati'n 0,45 .,B/

C%ic rate 0,5 .,B44

Liin*&'%%'9in* 0,20 .,/14

3!rchase Intent 0,42 .,B?4


23/49

3838" ?ouTube

Table ": ,ist of Means and Standard -eviations for ?ouTube Ads

>uestion Mean ST-

A$ 6isi"i%it7 0,? .,//?

)ran$ a9areness 0,0? .,B0?

Reca%% 0,12 .,B?

Tr!st the a$ 0,44 .,/?A$s are interestin* 0,24 .,B//

A$ *i6es a$e(!ate in&'r#ati'n 0,4 .,/B/

C%ic rate 0,41 .,B2

Liin*&'%%'9in* 0,4B 5,.?B

3!rchase Intent 0,.. .,B/2

The ta"%e sh'9s that the #ean &'r A$ 6isi"i%it7 is 0,? 9hich #eans a$s are t' s'#e e


24/49

Table 3: ,ist of Means and Standard -eviations for .oogle /lus Ads

>uestion Mean ST-

A$ 6isi"i%it7 0,2 .,244

)ran$ a9areness 0,11 .,B00

Reca%% 0,1. .,B51

Tr!st the a$ 0,0? .,B?4

A$s are interestin* 0,?1 .,B5/

A$ *i6es a$e(!ate in&'r#ati'n 0,0/ .,B25

C%ic rate 0,25 .,/B?

Liin*&'%%'9in* 0,? .,/2?3!rchase Intent 0,1. .,/?.

Fr'# the ta"%e a"'6e it is seen that resp'n$ents "e%ie6e a$s are 6er7 6isi"%e '& G''*%e 3%!s an$

the7 create "ran$ a9areness, The7 are #'$erate%7 a"%e t' reca%% the "ran$ na#e 'r %'*' 9hen

p!rchasin* a pr'$!ct, The a$s are #'$erate%7 interestin*, The #eans '& c%icrate an$ &'%%'9in*

'& pa*es are hi*h 9hich are 0,25 an$ 0,? 9hich #eans the7 '&ten c%ic 'n th'se a$s t' see

#'re in&'r#ati'n an$ the7 &'%%'9 $i&&erent "!siness pa*es t' "e !p$ate$ a"'!t the pr'$!ct 'r

ser6ice,

38385 ,in=ed&n

Line$In is a net9'r '& pr'&essi'na%s an$ the p%at&'r# is $esi*ne$ t' sh'9case pr'&essi'na%

(!a%i&icati'n, F'r e#p%'7ers it is a *''$ p%at&'r# is recr!it ta%ents, This s'cia% #e$ia has the

*enera% &eat!res %ie a%% 'thers i,e, creatin* pr'&essi'na% pr'&i%e8 #essa*in*8 &'%%'9in*8 p'stin*

an$ c'##entin*, It s!pp%e#ents "!siness artic%es an$ pr'6i$e p%at&'r# t' $isc!ss 'n "!siness

t'pics, )!sinesses can create "!siness pa*e an$ r!n a$ ca#pai*n &'r a &ee, Ta"%e .1 ana%7@es

$i&&erent (!esti'ns ase$ a"'!t Line$In


25/49

Table 5: ,ist of Means and Standard -eviations for ,in=ed&n Ads

>uestion Mean ST-

A$ 6isi"i%it7 0,?B .,2B?

)ran$ a9areness 0,? .,/4

Reca%% 0,0? .,B05

Tr!st the a$ 0,? .,/4

A$s are interestin* 0,// .,B4/

A$ *i6es a$e(!ate in&'r#ati'n 0,2 .,/05

C%ic rate 0,? .,B05

Liin*&'%%'9in* 4,B1 .,B

3!rchase Intent 0,5/ .,//0

Resp'n$ents "e%ie6e that a$s are 6isi"%e 'n Line$In an$ the7 create "ran$ a9areness, 3e'p%e

tr!st the a$s since the #ean &'r this (!esti'n is 0,?, The #ean &'r the 6aria"%e interestin* a$ is

0,// 9hich c%ear%7 sh'9s that Line$In a$s are interestin*, These a$s *i6e a$e(!ate in&'r#ati'n

a"'!t the pr'$!ct 'r ser6ice an$ c%ic rate is a%s' *''$, F'r#ati'n '& p!rchase intent is s%i*ht%7

hi*her than the ne!tra% %ine,

3838$ &nstagram

Table $: ,ist of Means and Standard -eviations for &nstagram Ads

>uestion Mean ST-

A$ 6isi"i%it7 0,52 .,2?0

)ran$ a9areness 0,00 .,?5

Reca%% 0,?. .,/02

Tr!st the a$ 0,.. .,/B1

A$s are interestin* 0,.. .,/B1

A$ *i6es a$e(!ate in&'r#ati'n 0,52 .,2?0

C%ic rate 4,/0 .,B/0

Liin*&'%%'9in* '& Channe%s 4,?. .,/02

3!rchase Intent 4,?. .,?1/

On%7 / pers'ns a#'n* 52. !se Insta*ra# at %east 'nce a #'nth, Fr'# &i*!re .4it is seen that 2

pers'ns !se Inta*ra# 55. $a7s a #'nth 9hereas there is 'n%7 'ne pers'n 9h' !se it #'re than


26/49

5. $a7s a #'nth, Fr'# this $ata it is e6i$ent that Insta*ra# is n't as p'p!%ar as Face"''8

G''*%e 3%!sT9itter8 Line$In an$ Y'!T!"e,

Resp'n$ents are s%i*ht%7 a"'6e ne!tra% a"'!t the 6isi"i%it7 an$ "ran$ a9areness capa"i%it7 '&

Insta*ra# a$s, H'9e6er the7 "e%ie6e the7 can s'#e9hat reca%% the "ran$ na#e8 %'*' 'r character

'& the pr'$!ct 'r ser6ice, Tr!st an$ in&'r#ati'n &act'r '& Insta*ra# a$s are 'n the ne!tra% %ine, It

is !n%ie%7 that resp'n$ents '&ten c%ic 'n Insta*ra# a$s 'r inten$ t' "!7 an7 pr'$!ct 'r ser6ice

a&ter seein* the a$,

38382 T1itter

4 pers'ns !se T9itter at %east 'nce a #'nth, A#'n* the# 5B pers'ns !se it 55. $a7s a #'nth8

pers'ns !se it 554. $a7s a #'nth an$ 'n%7 'ne pers'n !ses it re*!%ar%7, Th'!*h T9itter is 'ne '&

the #'st p'p!%ar s'cia% #e$ia sites in the 9'r%$8 in Kh!%na cit7 it is n't as p'p!%ar as Face"''8

G''*%e 3%!s an$ Y'!T!"e, The ta"%e "e%'9 ana%7@es the 6aria"%es '& T9itter

Table 2: ,ist of Means and Standard -eviations for T1itter Ads

>uestion Mean ST-

A$ 6isi"i%it7 0,.1 .,B?/

)ran$ a9areness 4,B .,B5

Reca%% 0,5B .,B0B

Tr!st the a$ 0,.1 .,B5

A$s are interestin* 0,0? 5,.5/A$ *i6es a$e(!ate in&'r#ati'n 0,./ .,B22

C%ic rate 0,0/ .,B15

Liin*&'%%'9in* 0,1 .,/55

3!rchase Intent 0,.. .,B0/

Resp'n$ents are ne!tra% a"'!t the 6isi"i%it7 an$ "ran$ a9areness capa"i%it7 '& T9itter a$s, The7

can s'#e9hat reca%% the "ran$ na#e8 %'*' 'r an7 re%e6ant pict!re '& the pr'$!ct 'r ser6ice, The7

&in$ the a$s #'$erate%7 interestin*, The c%ic rate is 0,0/ 9hich is #'$erate, The7 a*ree thatthe7 &'%%'9 $i&&erent "!siness acc'!nts, 3!rchase intent is ne!tra%,

3838@ /interest and Tumblr

)'th 3interest an$ T!#"%r ha6e 6er7 %'9 n!#"er '& !sers in Kh!%na cit7, A#'n* the

resp'n$ents 'n%7 1 pers'ns !se 3interest an$ 'n%7 0 pers'ns !se T!#"%r at %east 'nce a #'nth,


27/49

The !ser statistics pr'6es that the pr'spect '& a$6ertisin* 'n these p%at&'r#s &'r Kh!%na cit7

$9e%%ers is n't hi*h,

385 Comparison 1ith other Media

The resp'n$ents 9ere ase$ 9hether &r'# an '6era%% perspecti6e s'cia% #e$ia a$s #'ti6ate the#

#'re than TV8 Ra$i'8 3rint an$ )i%%"'ar$ a$s, In rep%7 #'st '& the# $isa*ree$ that s'cia% #e$ia

a$s are "etter than TV a$s, The #ean is 4,/B 9hich is s%i*ht%7 "e%'9 the ne!tra% p'int, H'9e6er8

the7 a%#'st !nani#'!s%7 a*ree$ that s'cia% #e$ia a$s are "etter than ra$i' a$s, In a c'#paris'n

9ith "i%%"'ar$ a$s the resp'nse #ean is 0,04 9hich is a"'6e the ne!tra% p'int, F'r print #e$ia

a$s the #ean is 0,40 9hich is s%i*ht%7 a"'6e the ne!tra% p'int,

6igure 5: Social media ads are better than

/rint media ads

6igure $: Social media ads are better

than T ads


28/49

6igure 2: Social media ads are better than

radio ads

6igure @: Social media ads are better

than billboard ads

Fi*!re .1 sh'9s8 a "i* percenta*e '& pe'p%e a*ree$ t' the state#ent that s'cia% #e$ia a$s are

#'re #'ti6atin* than print #e$ia a$s, Fi*!re .? sh'9s #'st '& the resp'n$ents $isa*ree t' the

state#ent that s'cia% #e$ia a$s are #'re #'ti6atin* &'r the# than TV a$s, It ;!sti&ies the &act the

th'!*h internet a$6ertisin* in6est#ent is 'n the rise TV a$6ertisin* in6est#ent a%'ne c'6ers

ar'!n$ 1. '& the t'ta% a$6ertisin* e


29/49

38$ariation of ;sage 6re


30/49

Y'!T!"e the si*ni&icance is "e%'9 ,.? that is ,.51, S'8 !sa*e '& Y'!T!"e 6aries acc'r$in* t' the

$i&&erent !ser *r'!p, Since n' 'ther p%at&'r# has a si*ni&icance %e6e% "e%'9 ,.? it can "e

c'nc%!$e$ that s'cia% #e$ia !sa*e $'es n't ten$ t' $i&&er acc'r$in* t' !ser *r'!ps in Kh!%na cit7,

382 Media0to0Media ariation of ariables

Table : A)*A of ariables Based on -ifferent Social Media

S!# '&

S(!ares

$& Mean S(!are F Si*,

A$ Visi"i%it7

)et9een Gr'!ps 5B,.. 2 4,/.. 0,?/. ,..5

-ithin Gr'!ps 0.?,..0 0B. ,2/4

T'ta% 041,.0 0B2

)ran$ A9areness

)et9een Gr'!ps 51,0?2 2 4,.?5 4,104 ,.5B

-ithin Gr'!ps 04/,/0B 0B. ,/10

T'ta% 010,5B 0B2

)ran$ Reca%%

)et9een Gr'!ps 2,542 2 5,.5/ 5,5?0 ,04B

-ithin Gr'!ps 011,00 0B. ,//0

T'ta% 0?5,1B. 0B2

Tr!st

)et9een Gr'!ps /,11. 2 5,4. 5,?1? ,5?.

-ithin Gr'!ps 0.1,4B1 0B. ,2/.

T'ta% 054,201 0B2

Interestin*

)et9een Gr'!ps B,12 2 5,0?1 5,1?2 ,5/5

-ithin Gr'!ps 04,4? 0B. ,B4BT'ta% 025,215 0B2

A$e(!ate In&'

)et9een Gr'!ps /,1/? 2 5,454 5,01 ,45B

-ithin Gr'!ps 01,0 0B. ,//B

T'ta% 0??,51/ 0B2

C%ic Rate

)et9een Gr'!ps 50,//2 2 5,B/1 4,4? ,.4B

-ithin Gr'!ps 015,??. 0B. ,/2

T'ta% 0??,102 0B2

Linin*F'%%'9in*

)et9een Gr'!ps 05,?.4 2 1,?.. ?,4?? ,...

-ithin Gr'!ps 000,B// 0B. ,/?

T'ta% 0?,1B. 0B2

3!rchase Intent

)et9een Gr'!ps 55,1?1 2 5,0 5,//1 ,.25

-ithin Gr'!ps 00/,1B 0B. ,//

T'ta% 0?.,5.0 0B2


31/49

F'r this st!$78 resp'n$ents 9ere ase$ (!esti'ns a"'!t a$ 6isi"i%it78 "ran$ a9areness8 "ran$

reca%%8 tr!st in the a$8 9hether the a$ is interestin* 'r n't8 a$e(!ate in&'r#ati'n pr'6i$e$ 'r n't8

h'9 '&ten the7 c%ic 'n a s'cia% #e$ia a$8 h'9 '&ten the &'%%'9%ie &an pa*es8 an$ a"'!t

p!rchase intent, These are the 6aria"%es '& #eas!rin* the e&&ecti6eness '& s'cia% #e$ia

a$6ertisin*, Ta"%e ./ sh'9s the 6ariance '& ans9ers '& these (!esti'ns $epen$in* 'n $i&&erent

p%at&'r#s, The 6ariance is si*ni&icant "et9een ,... an$ ,.?,

The si*ni&icance 6a%!e '& a$ 6isi"i%it7 is ,..5 9hich #eans ans9ers t' this (!esti'n 6aries 'n

$i&&erent t7pes '& s'cia% #e$ia p%at&'r#s, In s'#e s'cia% p%at&'r#s8 a$s are 6isi"%e 9here in s'#e

'ther a$s are n't &re(!ent%7 6isi"%e, This #i*ht ha6e ca!se$ "eca!se th'!*h the #ean 6a%!es &'r

a$ 6isi"i%it7 '& Face"''8 G''*%e 3%!s8 Y'!T!"e an$ Line$In is hi*h8 the #ean 6a%!es &'r a$

6isi"i%it7 '& 3interest8 T9itter8 Insta*ra# an$ T!#"%r is %'9,

Since a$ 6isi"i%it7 6aries $epen$in* 'n $i&&erent p%at&'r#s8 "ran$ a9areness a%s' 6aries, The

si*ni&icance 6a%!e &'r "ran$ a9areness is ,.5B 9hich is %ess than ,.?, S' the 6ariance is

si*ni&icant,

C%ic rate an$ a%s' 6aries $epen$in* 'n $i&&erent s'cia% #e$ia p%at&'r#s, The si*ni&icance 6a%!e

&'r c%ic rate is ,.4B, Si*ni&icance 6a%!e &'r Liin*&'%%'9in* is ,... 9hich #eans it si*ni&icant%7

6aries #e$ia t' #e$ia,

Si*ni&icance 6a%!e '& "ran$ reca%% is ,04B 9hich #eans it $'es n't 6ar7 !p'n $i&&erent t7pes '&

s'cia% #e$ia, It is pr'"a"%7 "eca!se '& !sers c'ntr'% '9nership, Users can see 'r a6'i$ an7 a$ in

s'cia% #e$ia, F'r the %ac '& re(!ire$ attenti'n the7 can har$%7 re#e#"er a$s,

Tr!st8 interest an$ a$e(!ate in&'r#ati'n ha6e si*ni&icance 6a%!e '& ,5?.8 ,5/5 an$ ,45B 9hich

#eans the7 $' n't 6ar7 #e$ia t' #e$ia,

38@Correlation Analysis38@8# Correlation Among the ariables of Cognitive Stage

C'*niti6e sta*e 6aria"%es are a$ 6isi"i%it78 "ran$ a9areness8 an$ in&'r#ati'n pr'6i$e$ "7 a$,

Since a%% the 6aria"%es "e%'n* t' the sa#e sta*e '& a$6ertisin* c'##!nicati'n there are

si*ni&icant p'siti6e c'rre%ati'ns a#'n* the#, Ta"%e .B sh'9s the c'rre%ati'n 6a%!es:


32/49

Table 4: Correlations Among the ariables of Cognitive Stage

A$ Visi"i%it7 )ran$ A9areness A$e(!ate In&'

A$ Visi"i%it7

3ears'n C'rre%ati'n 5 ,0/4 ,45

Si*, 4tai%e$+ ,... ,...

N 0B/ 0B/ 0B/

)ran$ A9areness

3ears'n C'rre%ati'n ,0/4 5 ,022

Si*, 4tai%e$+ ,... ,...

N 0B/ 0B/ 0B/

A$e(!ate In&'

3ears'n C'rre%ati'n ,45 ,022 5

Si*, 4tai%e$+ ,... ,...

N 0B/ 0B/ 0B/

, C'rre%ati'n is si*ni&icant at the .,.5 %e6e% 4tai%e$+,

A$ 6isi"i%it7 an$ "ran$ a9areness ha6e a c'rre%ati'n 6a%!e '& ,0/4 an$ its si*ni&icance 6a%!e is ,

... 9hich #eans the7 are si*ni&icant%7 an$ p'siti6e%7 c'rre%ate$, A$ 6isi"i%it7 an$ a$

in&'r#ati'n is a%s' p'siti6e%7 an$ si*ni&icant%7 c'rre%ate$, The c'rre%ati'n 6a%!e is ,45 an$ it is

si*ni&icant, )ran$ a9areness an$ a$ in&'r#ati'n ha6e a c'rre%ati'n 6a%!e '& ,022 an$

si*ni&icance 6a%!e '& ,..., S' the7 are p'siti6e%7 an$ si*ni&icant%7 c'rre%ate$,

38@8" Correlation Among the ariables of Affective Stage

The 6aria"%es '& a&&ecti6e sta*e are tr!st8 "ran$ reca%%8 interest an$ p!rchase intent, Since a%%

"e%'n* t' the sa#e sta*e '& a$6ertisin* c'##!nicati'n there are p'siti6e an$ si*ni&icant

c'rre%ati'ns a#'n* the#, Ta"%e 5. sh'9s the c'rre%ati'n an$ si*ni&icance 6a%!e,


33/49

)ran$ reca%% an$ tr!st ha6e a c'rre%ati'n 6a%!e '& ,014 an$ si*ni&icance 6a%!e '& ,..., S' the7 are

si*ni&icant%7 an$ p'siti6e%7 c'rre%ate$, )ran$ reca%% an$ interest ha6e a c'rre%ati'n 6a%!e '& ,01

an$ si*ni&icance 6a%!e '& ,... s' the7 are a%s' si*ni&icant%7 an$ p'siti6e%7 c'rre%ate$, Si#i%ar%7

"ran$ reca%% an$ p!rchase intent8 tr!st an$ interest8 tr!st an$ p!rchase intent8 interest an$

p!rchase intent are si*ni&icant%7 an$ p'siti6e%7 c'rre%ate$,

Table #: Correlations Among the ariables of Affective Stage)ran$ Reca%% Tr!st Interestin* 3!rchase Intent

)ran$ Reca%%

3ears'n C'rre%ati'n 5 ,014 ,01 ,152

Si*, 4tai%e$+ ,... ,... ,...

N 0B/ 0B/ 0B/ 0B/

Tr!st

3ears'n C'rre%ati'n ,014 5 ,4B0 ,05/

Si*, 4tai%e$+ ,... ,... ,...

N 0B/ 0B/ 0B/ 0B/

Interestin*3ears'n C'rre%ati'n ,01

,4B0

5 ,10/

Si*, 4tai%e$+ ,... ,... ,...

N 0B/ 0B/ 0B/ 0B/

3!rchase Intent

3ears'n C'rre%ati'n ,152 ,05/ ,10/ 5

Si*, 4tai%e$+ ,... ,... ,...

N 0B/ 0B/ 0B/ 0B/


38@83 Correlation Among the ariables of Behavioral Stage

The 6aria"%es '& "eha6i'ra% sta*e are c%ic rate an$ %iin*&'%%'9in*, Since the7 "e%'n* t' the

sa#e sta*e '& a$6ertisin* c'##!nicati'n there sh'!%$ "e p'siti6e an$ si*ni&icant c'rre%ati'n

"et9een the#, Ta"%e 55 sh'9s the c'rre%ati'n 6a%!es:

Table ##: Correlations Among the ariables of Behavioral Stage


34/49

C%ic Rate Linin*&'%%'9in*

C%ic Rate

3ears'n C'rre%ati'n 5 ,?12

Si*, 4tai%e$+ ,...

N 0B/ 0B/

Linin*&'%%'9in*

3ears'n C'rre%ati'n ,?12 5

Si*, 4tai%e$+ ,...

N 0B/ 0B/


C%ic rate an$ Liin* '& &an pa*es ha6e a c'rre%ati'n 6a%!e '& ,?12 an$ a si*ni&icance 6a%!e '& ,

... 9hich #eans the7 are str'n*%7 an$ si*ni&icant%7 c'rre%ate$,

Chapter 5: 6indings

A, Face"'' is the #'st &re(!ent%7 an$ hea6i%7 !se$ s'cia% #e$ia in Kh!%na cit7, It is !se$

a%#'st e6er7$a7 "7 #'st '& the internet !sers,

), Then c'#e "'th G''*%e 3%!s an$ Y'!T!"e, These t9' sites are a%s' &re(!ent%7 !se$, H'9e6er

Y'!T!"e a$s entertain the !sers #'re than th'se '& G''*%e 3%!s a$s

C, Thir$ #'st &re(!ent%7 !se$ s'cia% #e$ia site is T9itter, Th'!*h acc'r$in* t' the ana%7sis '&

e&&ecti6eness criteria T9itter a$6ertisin* cann't "e sai$ e&&ecti6e &'r Kh!%na cit7,

D, Th'!*h Line$In c'#es at n!#"er &'!r acc'r$in* t' the &re(!enc7 '& !se8 resp'n$ents

sh'9e$ p'siti6e attit!$e t' this p%at&'r# an$ th!s it #i*ht "e an e&&ecti6e a$6ertisin* p%at&'r# t'

a 6er7 tar*ete$ *r'!p '& pe'p%e,

E, 3interets8 Insta*ra# an$ T!#"%r are n't that p'p!%ar in this cit7 an$ th!s a$6ertisers can

har$%7 reach pe'p%e '& this cit7 thr'!*h these p%at&'r#s,

F, E


35/49

I, -hen it c'#es t' *i6in* a$e(!ate in&'r#ati'n thr'!*h s'cia% #e$ia a$s8 Line$In stan$s at

t'p, Other #e$ias #ean at this 6aria"%e is n't s' hi*h,

, In a%% s'cia% #e$ia p!rchase intent a&ter 6ie9in* the a$ is %'9, It is #a7"e "eca!se '& the %ac

'& tr!st9'rth7 'n%ine pa7#ent *ate9a7s in )an*%a$esh, 3e9 Research8 4.5?+

K, Face"'' is the #'st e&&ecti6e p%at&'r# &'r s'cia% #e$ia a$6ertisin* in Kh!%na cit7 since it

has h!*e n!#"er '& !sers an$ it sc'res *''$ at a$ 6isi"i%it78 "ran$ a9areness8 c%ic rate8 interest

an$ %iin*&'%%'9in* &an pa*es,

L, Since G''*%e 3%!s an$ Y'!T!"e are a%s' &re(!ent%7 !se$ "7 Kh!%na cit7 !sers an$ the7 ha6e

*''$ sc'res in #'st '& the criteria8 the7 are a%s' e&&ecti6e &'r s'cia% #e$ia a$6ertisin*

M, Th'!*h n!#"er '& Line$In !sers is %'9 in Kh!%na cit7 c'#pare$ t' Face"''8 G''*%e 3%!s

an$ Y'!T!"e8it is a p%ace &'r pr'&essi'na%s, F'r hi*h%7 tar*ete$ a$6ertisin* Line$In is e


36/49

Chapter $: Conclusion and 'ecommendation

Th'!*h a$6ertisin* e&&ecti6eness $epen$s 'n the criteria '& a$6ertisin* e&&ecti6eness it *reat%7$epen$s 'n the reach '& the #e$i!#, Hence the a6era*e !sa*e &re(!enc7 sh'!%$ "e taen int'

c'nsi$erati'n, Fr'# this perspecti6e Face"'' is the #'st e&&ecti6e s'cia% #e$ia &'r a$6ertisin*

in Kh!%na cit7, Y'!T!"e8 G''*%e 3%!s are a%s' e&&ecti6e #ain%7 "eca!se '& their h!*e !sa*e

&re(!enc7, Th'!*h Line$In is !se$ "7 'n%7 a s#a%% se*#ent '& the p'p!%ati'n8 a$6ertisin* 'n

this p%at&'r# can "e e&&ecti6e as !ser attit!$e t'9ar$ this p%at&'r# is *''$, T9itter8 3interest8

Insta*ra# an$ T!#"%er ha6e %'9 n!#"er '& !sers in Kh!%na cit7, S' a$6ertisers 9h' tar*et this

#aret sh'!%$ a6'i$ these p%at&'r#s,

Th'!*h p'p!%ar s'cia% #e$ias sc're *''$ in #an7 '& the criteria "!t sti%% 9hen it c'#es t'

sensiti6e criteria %ie tr!stin* the a$8 c%icin* 'n the a$ an$ &'r#ati'n '& p!rchase intent8 #an7

'& the# ha6e a6era*e sc'res, It #eans there is sti%% space t' increase creati6it7 an$

pr'&essi'na%is# in s'cia% #e$ia a$6ertisin* t' *ain tr!st an$ inspire !sers t' c%ic 'n a$s in 'r$er

t' tae the# t' the $esire$ %an$in* pa*esa%es pa*e, The reas'n &'r n'ts'attracti6e sc're in


37/49

p!rchase intent #a7 ha6e happene$ "eca!se '& the %ac '& tr!st9'rth7 'n%ine pa7#ent *ate9a7s

%ie pa7pa%, S'#eti#es the *'a% '& the 'n%ine a$6ertise#ent is t' tae the !ser t' a $esire$ sa%es

9e"pa*e pa*e, In this case &'r#ati'n '& p!rchase intent is &ar cr7,

3e'p%e "e%ie6e TV a$6ertisin* is sti%% "etter than s'cia% #e$ia a$6ertisin*, T' s'#e e


38/49

Financia% E


39/49

-iipe$ia8 4.5?, Line$In, Retrie6e$ an!ar7 548 4.5?8

&r'#http:en,9iipe$ia,'r*9iiLine$In

-'r%$ )an8 4.54, Internet !sers per 5.. pe'p%e+, Retrie6e$ an!ar7 548 4.5?8 &r'#

http:$ata,9'r%$"an,'r*in$icat'rIT,NET,USER,34

Y'!T!"e 3ress8 4.5?, Vie9ership Statistics, Retrie6e$ an!ar7 548 4.5?8 &r'#

https:999,Y'!T!"e,c'#7tpressstatistics,ht#%


40/49

Appen$iuestionnaire

This survey is conducted in order to develop a research paper on Effectiveness of Different

Social Media Advertising:A Study in Khulna City, Bangladesh as a requirement or the partial

ulillment o BBA program, Khunla !niversity. "our eort to ill up this questionnaire is highly

appreciated.

#egards

S. $. %mran &ahid


41/49

BBA inal year

Khulna !niversity

3%ease &i%% !p 7'!r pers'na% $etai%s here,

Na#e: A*e:

Occ!pati'n: E#ai% i$M'"i%e n!#"er:

Chec ne


42/49

A, Y'! !se Face"'' ========= $a7s in a #'nth

), Y'! !se Line$In ========= $a7s in a #'nth

C, Y'! !se Y'!T!"e ========= $a7s in a #'nth

D, Y'! !se G''*%e 3%!s ======== $a7s in a #'nth

E, Y'! !se T9itter ======== $a7s in a

F, Y'! !se T!#"%r ======== $a7s in a

G, Y'! !se 3interest ======== $a7s in a

H, Y'! !se Insta*ra# ======== $a7s in a

Chec ne


43/49

%n the ollo'ing area, only rate the social media sitesthat you visit/useat least once a monthagainst the questions(statements.

5, A$6ertise#ents are 6er7 6isi"%e 'n a s'cia% #e$ia site,

6aceboo= .oogle /lus ?outube ,in=ed&n /interest Tumblr &nstagram T1itter

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

4, S'cia% Me$ia A$6ertise#ents #ae 7'! a9are '& the pr'$!ct 'r ser6ice "ran$,


C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree


44/49

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

0, Y'! can eep in #in$ the a$6ertise$ pr'$!ctser6ices "ran$ na#e8 %'*' 'r an7 re%ate$ pict!re,


C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

1, Y'! tr!st the a$6ertise#ents 7'! see 'n a s'cia% #e$ia site,


C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree


45/49

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

A*ree

?, Y'! &in$ s'cia% #e$ia a$6ertise#ents t' "e interestin*,

6aceboo= .oogle /lus ?outube ,in=ed&n /interest Tumblr &nstagram T1itter C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

, S'cia% #e$ia a$6ertise#ents pr'6i$e the ri*ht an$ a$e(!ate #essa*e a"'!t the pr'$!ct 'r ser6ice,


C'#p%ete%7

Disa*ree

Disa*ree

C'#p%ete%7

Disa*ree

Disa*ree

C'#p%ete%7

Disa*ree

Disa*ree

C'#p%ete%7

Disa*ree

Disa*ree

C'#p%ete%7

Disa*ree

Disa*ree

C'#p%ete%7

Disa*ree

Disa*ree

C'#p%ete%7

Disa*ree

Disa*ree

C'#p%ete%7

Disa*ree

Disa*ree


46/49

Ne!tra%

A*ree

C'#p%ete%7

A*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

2, Y'! '&ten c%ic 'n th'se a$6ertise#ents in 'r$er t' see #'re in&'r#ati'n,


C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

/, Y'! '&ten %ie 'r &'%%'9 &anpa*es '& $i&&erent pr'$!ctser6ice t' "e !p$ate$ a"'!t their pr'#'ti'na% '&&ers an$ 'ther ne9s,


C'#p%ete%7

Disa*ree

C'#p%ete%7

Disa*ree

C'#p%ete%7

Disa*ree

C'#p%ete%7

Disa*ree

C'#p%ete%7

Disa*ree

C'#p%ete%7

Disa*ree

C'#p%ete%7

Disa*ree

C'#p%ete%7

Disa*ree


47/49

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7 A*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7 A*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7 A*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7 A*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7 A*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7 A*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7 A*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7 A*ree

B, These a$6ertise#ents '&ten #'ti6ate 7'! t' p!rchase the pr'$!ct 'r ser6ice,


C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree

C'#p%ete%7

Disa*ree

Disa*ree

Ne!tra%

A*ree

C'#p%ete%7

A*ree


48/49

See ne


49/49

The ollo'ing section compares social media advertising 'ith other orm o traditional

advertising. )lease put tic* mar* +eside the option that +est descri+es your situation.

5., Fr'# an '6era%% perspecti6e8 s'cia% #e$ia a$s #'ti6ate 7'! #'re than TV a$s

C'#p%ete%7 $isa*ree Disa*ree Ne!tra% A*ree C'#p%ete%7 a*ree

55, Fr'# an '6era%% perspecti6e8 s'cia% #e$ia a$s #'ti6ate 7'! #'re than print #e$ia a$s

&'r e

Documents

Effectiveness of Social Media Advertising-A Study in Khulna City