Social media presence is a must for all brands in the modern society. May not create purchase making decisions but its good for creating brand awareness. If you are a big brand, it does not help much but not the case for startups which can get a lot

of help from social media. Why do they focus group members click on brand page?

o Information – offers, discounts, news, job postingso Jokes, Entertainment

Social Media creates visibility, but it does not create action all the time. Most popular social media websites, Facebook, Twitter, Instagram and YouTube.

Advantages of social media (Output from the Focus group) Massive Reach Targeted – so its relevant Inexpensive marketing More visibility and transparency – talk to the customer and help them

Disadvantages (Output from the focus group) Constant bombardment – targeted ads on social media – led to credibility doubts

Is the advertiser desperate?? Even if I have taken action, I am still bombarded, Marketer cannot notice if the purchase is

already done. Distracts from what you want to do Every member of our focus group uses adblock (software that blocks ads on social media)

Dependent Variables Based on the Group discussions we have identified the following variables to measure the effectiveness of marketing on social media.

Change in Brand perception Intent to purchase

Independent Variables Relevancy in advertisements Frequency of advertisements Creativity in Advertisements Product information in advertisements

Covariates

Gender Age Frequently used social media site

HypothesisH1: relevancy on social media are positively correlated to Intent to purchase.H2: Frequency of ads on social media is negatively correlated to brand perception.H3: Frequency of ads on social media is positively correlated to intent to purchase.H4: Creativity of ads is positively correlated to brand perception.H5: creativity of ads is positively correlated to intent to purchase.H6: Complete product information on social media is positively correlated with intent to purchase.H7: Complete product information on social media is positively correlated with brand perception.

Scale of dependent and independent variables

Choice of method

Questionnaire

Data analysis

Conclusion