Impact Of Social Media Advertisement On Consumer Buying

Behaviour : A Case Study Of Bharatpur-11, Bhojad

In the partial fulfillment of the requirement for the BBA

Bachelor in management

Submitted By: Mohan Raj Acharya

Roll.NO: 21031105

P.U Registration no:-2021-2-03-3271

Submitted to :-

BBA Program in Management

Office of the Dean, Faculty of Management

Pokhara University

Oxford college of engineering and management

Gaindakot-2, Nawalpur, Nepal

September 2024

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 Acknowledgement

The study entitled “Impact Of Social Media Advertisement On Consumer Buying

Behaviour : A Case Study Of Bharatpur-11, Bhojad ” has been conducted to
satisfy the partial requirement for the degree of Bachelors of Business Administration
(BBA) of Pokhara University.

First, I would like to thank my respected supervisor. ASST. PROF. (DR.) DHARMA RAJ
UPRETI for his valuable time, continuous guidance and inspiration throughout the
entire period of the study. Similarly, would like to express my sincere gratitude to
Academic Director of oxford college, for his timely suggestions and support.

Furthermore, I would like to thank Oxford college of engineering and management

for providing the resources for research work and providing library and computing
support without which knowledge and assistance of this study would have not been
successful.

Similarly, I would like to acknowledge all the respondents and my friends for their
support, cooperation, encouragement during the time of preparing this Summer
Project.

Finally, I would like to thank my family for the affection and emotional support that
they gave during the preparation of this Summer Project. However, I accept the sole
responsibility for any errors and discrepancies that might have occurred in this report.

Mohan Raj Acharya

September , 2024

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 Declaration

I hereby declare that the project work report entitled “Impact Of Social Media

Advertisement On Consumer Buying Behaviour : A Case Study Of Bharatpur-

11, Bhojad” submitted for the BBA is my original work and the project work report

has not formed the basis for the award of any degree, diploma or other similar title.

Signature of Student

Mohan Raj Acharya

september, 2024

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 Bonafide Certificate

Thus is to certify that the research work entitled “Impact Of Social Media

Advertisement On Consumer Buying Behaviour : A Case Study Of Bharatpur-

11, Bhojad” submitted by Mohan Raj Acharya for the partial fulfillment of the

requirements of BBA embodies the bonafide work done by him/her under my

supervision.

Signature of the supervisor

Name: Asst. Prof. (Dr.)

Dharma Raj Upreti

Date:

Signature of program Head

Name: Dr. Madhusudan Lamichhane

Date:

Signature of the external examiner

Name:

Date:

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 Table of contents
Acknowledgement....................................................................................................................ii

Declaration...............................................................................................................................iii

Bonafide Certificate.................................................................................................................iv

CHAPTER ONE...........................................................................................................................1

1.1 INTRODUCTION.........................................................................................................1

1.1.1 Background of the Study...................................................................................1

1.2 Statement of the Problem and Research Questions.................................................2

1.3 Objective of the Study...............................................................................................3

1.4 Need and Scope of the Study....................................................................................3

1.5 Literature Review......................................................................................................4

1.5.1 Theoretical Review............................................................................................5

1.6 Review of Related Article..........................................................................................8

1.7 Research Methodology...........................................................................................10

1.7.1 Research Design..............................................................................................10

1.7.2 Method of analysis..........................................................................................10

1.7.3 Population And Sample...................................................................................11

1.7.4 Nature and Sources of Data:...........................................................................11

1.7.5 Data Collection Procedures.............................................................................11

1.7.6 Data Analysis Tools..........................................................................................12

2 CHAPTER TWO................................................................................................................13

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 2.1 DATA PRESENTATION AND ANALYSIS.......................................................................13

2.1.1 Respondent profile..........................................................................................13

2.1.2 demographic characteristics of respondents...................................................14

2.1.3 showing respondents in terms of “ user behaviour and engagement”...........17

3 CHAPTER THREE..............................................................................................................32

3.1 SUMMARY AND CONCLUSION...............................................................................32

3.2 SUMMARY...............................................................................................................32

3.3 FINDINGS................................................................................................................32

3.4 LIMITATIONS............................................................................................................34

3.5 SUGGESTIONS.........................................................................................................35

3.6 REFRENCES..............................................................................................................36

3.7 APPENDIX................................................................................................................38

3.7.1 QUESTIONNAIRE.............................................................................................38

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 CHAPTER ONE

1.1 INTRODUCTION

1.1.1 Background of the Study

An advertisement is a public announcement promoting a product, service to attract

interests, engage costumers and sale product or service. social media
advertisement is a paid promotion delivered through Facebook, Instagram,
Twitter, TikTok, YouTube etc. with the emergence of social media advertising, the
majority of business have launched their brand on these channels. Social media
sites and platforms have been on the rise for the last decade. Especially since the
start of the COVID-19 pandemic. The swift expansion of social media platforms
has revolutionised advertising tactics. Nowadays, brands use these platforms to
more successfully reach a wider audience. Despite this, little is known about how
these commercials affect the purchasing decisions of consumers. On social media
sites like Facebook and Instagram, reviews and testimonials influence consumer
decisions and trust, while customized content and targeted advertising raise the
chance of purchases.

While numerous studies have explored the general effects of digital marketing,
there is a need for more specific research focused on social media advertising's
distinct impact on consumer buying behaviour. Factors such as the type of social
media platform, the format of advertisements, and demographic variables like age,
gender, and income level may all play significant roles in how these ads influence
consumer behaviour.

This research aims to fill the existing gaps by systematically examining the
relationship between social media advertising and consumer buying behaviour. By
analysing various factors and their effects, the study seeks to provide actionable
insights for businesses looking to enhance their social media marketing strategies
and for scholars interested in the evolving dynamics of digital consumer
behaviour. Thus, impact of social media advertising needs to be explored in
bharatpur-11, Bhojad.

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1.2 Statement of the Problem and Research Questions

The impact of social media advertisement on consumer buying behaviour is a

critical area of study in contemporary marketing research. Social media platforms
like Facebook, Twitter, and Instagram have revolutionized how consumers interact
with brands and make purchasing decisions. Research has shown that social media
plays a significant role in shaping consumer preferences and behaviours,
influencing purchase decisions through social proof, personalization, and
influencer marketing. Furthermore, the presence of false advertising on social
media platforms can manipulate consumer buying behaviour, particularly among
young adults, emphasizing the importance of ethical advertising practices.
Leveraging social media effectively can enhance brand awareness, credibility, and
influence consumer purchase intentions, making it crucial for businesses to
understand and utilize social media marketing strategies to succeed in the digital
age. Due to the busy schedule of today’s people, people choose online shopping
over physical shopping to save their time. Traditional way of advertising and
selling is also replaced by internet and social media. The researcher finds out and
analyse different variables influencing the shift from the traditional shopping
toward online shopping and what are the factors that should be considered while
shopping online and how to stay away from fraud and scams.
Thus, this study will answer the following research question:

a) How do different types of social media Advertisements (e.g., influencer

Endorsements, video ads, sponsored Posts) affect consumer buying behaviour?
b) What psychological factors (e.g. trust, emotional response) mediate the impact
of social media advertisements on Consumer decisions?
c) How there purchasing habit have changed due to social media advertisement?

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1.3 Objective of the Study

The main objective of the study is to find out and analyse the different variables
that influences people shop online over physical shopping and different factors
affecting purchasing decision. The study will also find out the impact of social
media advertising on their purchase decision making. The specific objective of the
study is as following:

a) To investigate the impact of different types of social media advertisements

on consumer buying behaviour.
b) To identify the psychological factors that mediate the impact of social
media
advertisements on consumer decisions.
c) To examine changes in consumer purchasing habit due to social media
advertisements.

1.4 Need and Scope of the Study

This study is conducted to understand the impact of social media advertisement on

consumer buying behaviour. The result gain through the study knowing the
variables that can influence the social media advertisement and consumer buying
behaviour. The research aims at how social media advertising influences consumer
buying behaviour through the different online platform. The study considers the
integrated digital platform to be utilized for different business activities to assess
the buying behaviour of consumers, which can be effective with the online value
proposition. The study further aims to explore the effects of social media to
improve consumer interest which can create a successful e-commerce marketplace
throughout the world. This research is about the study of the Buying process of
consumer’s complex purchases that keeps a special impact of how the process is
being influenced by the use of social media. The study will find how the online
platform advertises their service and products to influence customer’s purchase

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 decision. The study will also analyse what are the positives and negatives sides of
purchasing through online platform. This study also explores various forms of
social media advertisement, such as video ads, sponsored posts, influencer
marketing, and interactive ads, and analyses their impact on the different stages of
consumer purchasing journey, from awareness and consideration to purchase to
post-purchase behaviour. The study will also provide an insight on how to prevent
from false and fraud advertising while purchasing online. The study will provide
important knowledge to make the purchasing decision wisely, without being
influenced by the advertising and make their purchases through online sites
worthy by saving time as well as money. This study will also help the advertiser to
make their advertisement including the factors that influence consumer purchase
decision which will help to make a beneficial long-term relationship between
buyer and seller. If the seller will sell the genuine product in a good price the
customers will be loyal towards the seller.

In summary, the study on the impact of social media advertisement on consumer

buying behaviour provides valuable insights into how social media influences
their purchasing decision. Customer can better understand how and why they are
drawn to certain brands or products through social media advertisements. The
study reveals how different types of ads such as video ads, sponsored posts,
influencer endorsements, and interactive ads affect their buying choices, helping
customers become more aware of the marketing strategies used to capture their
attention and persuade them to make purchases.

1.5 Literature Review

Literature review is a revision of all kinds of research matters which are related to
our research problem that are published or unpublished from different level of
national or international research centres. The main reason for a full review of
research in the past is to know outcome of those investigations in area where
similar concepts and methodologies have been used successfully.

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1.5.1 Theoretical Review

Impact

Impact refers to the effect or influence that an event, action, or phenomenon

has on something or someone. It encompasses the changes, outcomes, and
consequences resulting from a particular cause or set of causes. Impact can be
positive, negative, or neutral and can be observed and measured across various
dimensions and contexts.

Social Media

social media refers to a collection of online platforms and tools that enable
users to create, share, and interact with content, as well as to connect and
communicate with others. These platforms facilitate the exchange of
information, ideas, and digital content in real-time, fostering virtual
communities and networks. Social media are defined as “a group of Internet-
based applications that build on the ideological and technological foundations
of Web 2.0, and that allow the creation and exchange of user-generated
content” (Kaplan and Haenlein 2010, p. 61).

Advertisement

An advertisement, often referred to as an ad, is a public communication that

promotes a product, service, brand, or event to a target audience. The primary
goal of an advertisement is to inform, persuade, or remind consumers about
the value or benefits of what is being advertised, ultimately aiming to
influence their purchasing decisions or behaviours. Advertisements can take
various forms and be disseminated through multiple media channels, including
television, radio, print (newspapers and magazines), online platforms
(websites, social media, and search engines), outdoor (billboards and transit
ads), and more. Effective advertisements typically use a combination of visual,
auditory, and textual elements to capture attention and convey their message.

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Advertisements are crucial in marketing strategies as they help build brand
awareness, generate leads, and drive sales. According to Philip Kotler
“Advertising is any paid form of non-personal presentation and promote of
goods, services, or ideas by identified sponsor”. Similarly, William Stanton
defines it as “Advertising consists of all activities involved in presenting to a
group a non-personal, oral or visual, openly sponsored identified message
regarding a product, service, or idea. The message, called an advertisement, is
disseminated through one or more media and is paid for by the identified
sponsor.”

Social Media Advertising

Social media advertising is a type of digital marketing strategy that uses social
networks, such as LinkedIn, YouTube, Facebook, X (formerly Twitter),
TikTok and Instagram, to deliver paid ads to your target audience. A social
media ad campaign is a quick and effective way to communicate your value
proposition to your prospects and improve your brand recall. You can even
hyper-target your audiences and deliver personalized content using data and
analytics. Social media ads are also cost-effective, offering a great return on
investment compared to traditional advertising channels.

More and more companies including the world’s top-performing brands rely
on social media ads to grow their business and attract prospective customers.
Therefore, to keep up with your competition, it’s important to understand the
nuances of social media advertising and incorporate social ads into your social
media and content marketing strategies.

Consumer

Consumer refers to an individual or entity that purchases goods or services for

personal use and not for manufacture or resale. Consumers are the end-users in

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the distribution chain of goods and services. They play a critical role in the
economy by driving demand and influencing market trends through their
purchasing behaviours. Solomon et al. (1995) defines consumer as “the study
of the processes involved when individuals or groups select, purchase, use, or
dispose of products, services, ideas, or experiences to satisfy needs and
desires”

Buying Behaviour

Buying behaviour refers to the decision-making processes and actions of

consumers when they select, purchase, use, and dispose of products or
services. It encompasses the cognitive, emotional, and social factors that
influence how individuals make purchasing decisions, such as personal
preferences, cultural influences, social interactions, economic conditions, and
marketing strategies. Kotler (1994) defines consumer behaviour as “the study
of how people buy, what they buy, when they buy and why they buy”

Consumer Buying Behaviour

Consumer Buying Behaviour refers to the actions taken (both on and offline)
by consumers before buying a product or service. This process may include
consulting search engines, engaging with social media posts, or a variety of
other actions. It is valuable for businesses to understand this process because it
helps them better tailor their marketing initiatives to the marketing efforts that
have successfully influenced consumers to buy in the past. A variety of factors
go into the consumer buyer behaviour process, including cultural, social,
personal, and psychological factors. Taken separately, they may not result in a
purchase. When put together in any number of combinations, the likelihood
increases that someone will connect with a brand and make a purchase. Let’s
take a closer look at each of these factors.

 Cultural Factors - Culture is not always defined by a person's

nationality. It can also be defined by their associations, their religious
beliefs or even their location.

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  Social Factors - Elements in a person's environment that impact the
way they see products.
 Personal Factors - These may include someone's age, marital status,
budget, personal beliefs, values, and morals.
 Psychological Factors - A person's state of mind when they are
approached with a product will often determine how they feel not only
about the item itself but the brand as a whole.

Kotler and Keller (2011) state that consumer buying behaviour is the study
of the ways of buying and disposing of goods, services, ideas or
experiences by the individuals, groups and organizations in order to satisfy
their needs and wants. Buyer behaviour has been defined as “a process,
which through inputs and their use though process and actions leads to
satisfaction of needs and wants” (Enis, 1974, p.228).

1.6 Review of Related Article

The impact of social media advertisement on consumer buying behaviour is a

well-researched topic with numerous studies and findings highlighting various
aspects. Here are some major findings and notable studies in this area:

Studies Major findings

Social media influencer makes a positive relationship between
Mr. Sony
social media and consumer buying behaviour. Social media had
Varghese and
Mansi Agrawal a powerful impact on consumer buying behaviour in the digital
(2021) age.

Study by Duffett This study examined the impact of social media marketing
(2017) communications on the purchasing behaviour of millennials. It
found that social media advertising significantly influences
purchase intentions, especially when it is engaging and

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 interactive.

Nielson (2012) Nielsen's Global Trust in Advertising report indicated that

consumers trust online reviews and recommendations from
friends on social media more than traditional advertisements,
impacting their purchasing decisions.

Muntinga, Their study on consumer motivations for engaging with brand-

Moorman and related social media content found that consumer trust and the
Smit (2011) perceived credibility of the advertisement play crucial roles in
the effectiveness of social media marketing.

Ashman et al., The quality of online product reviews, characterized by

(2015) perceived informativeness and persuasiveness, together with
the perceived quantity of reviews, was found to have had a
significant positive influence on consumers' purchase.

Ashley and Tuten This research highlights how different types of social media ads
(2015) (entertainment, informativeness, irritation) affect consumer
engagement. Ads that entertain and provide useful information
are more likely to engage consumers and influence their buying
behaviour.

Lipsman et al. This research demonstrated that targeted social media

(2012) advertising, which uses data analytics to personalize ads, is
more effective in influencing consumer buying behaviour
compared to non-targeted ads.

Rosna Social media significantly affects purchase decisions among

Manandhar Nepali consumers. Platforms such as Facebook, Instagram, and
(2023) YouTube are critical sources for product information. Online
reviews, recommendations, and testimonials play a significant
role in shaping consumer decisions.

Alisha Dahal Influencer marketing has been identified as a potent strategy in

(2023) Nepal. Influencers with substantial followings can significantly

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 impact their audience's buying behaviour. Brands collaborate
with these influencers to promote products through sponsored
content, which is perceived as authentic and trustworthy.

1.7 Research Methodology

Research methodology provides an overall plan for the activities undertaken

during the action. It is a collective method in a detailed and organized manner for
conducting research. This chapter describes the methods and approaches that were
adopted in conducting this study. It includes the research design, the study
population, sampling size procedure, pilot study, and data analysis. The type and
sources of data, the methods of data collection. The study examines the impact of
social media on consumer buying behaviour.

1.7.1 Research Design

The objectives of the research are to identify the different factors that affects
consumer buying behaviour and analysing the factors that makes shopping
through social media more beneficial and trustworthy than physical shopping.
To achieve these objectives mixed-methods approach combining qualitative
and quantitative research design has been used.

1.7.2 Method of analysis

The method of analysis used in this study is descriptive analysis. Descriptive analysis
is an essential component of research that involves organizing, summarizing and
presenting data to gain insights and understand patterns. It focuses on describing the
basic features of such as central tendency measures (mean, median, mode), dispersion

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 measure (range, standard deviation) and graphical representations (histograms, box
plots).

In descriptive analysis, researchers aim to provide a clear and concise summary of

data collected. This analysis helps in identifying trends, patterns, and relationship
within the data, providing a 8 foundation for future investigation and analysis. By
utilizing various statistical measures and visualization techniques, researchers can
effectively communicate the main characteristics of data, making it easier for others
to understand and interpret the findings.

Descriptive analysis act as a starting point of research, enabling researchers to explore

and comprehend the data before diving into more complex analyses. It provides a
comprehensive overview, facilitating the identification of key variables and informing
subsequent data-driven decision making and hypothesis development

1.7.3 Population And Sample

The population of interests in this study are people of Bharatpur -11, Bhojad.
In this study a simple random sampling techniques was used and random
people were selected using probability sampling method to find out the
reliable and valid result. A random of 67 person was selected and they’re
believed to truly represent the whole population.

1.7.4 Nature and Sources of Data:

The data and information required for conducting the research was entirely
based on primary sources. Structured questionnaire and surveys were done to
gather quantitative data and information while in depth interview was taken
with key community leader to gain important insights.

1.7.5 Data Collection Procedures

Self-administered structured questionnaire was used for data collection from

the community under the guidance and oral support was provided when
required.

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1.7.6 Data Analysis Tools

Descriptive statistics, pie charts, bar graphs, and tables have been used in data
analysis to visually portray findings. When needed, clarification and
interpretation was given. The different data analysis tools and techniques that
are applied in this study are:

Pie-diagram

A pie-diagram is a widely used aid that is generally used for diagrammatic

presentation of the values differing widely in magnitude. In this method all the
given data are converted into 360 degrees as the angel of a circle is 360
degrees and all components of the data are presented in terms of angels that
total 360 degrees for one set of data.

Table

A table is a data structure that organizes information into rows and columns. It
can be used to both store and display data in a structured format.

Percentage

Percentage is one of the most useful tools for the comparison of two quantities
or variables simply, the word percentage means per hundred. In other words,
the fraction with 100 as its denominator is known as a percentage and the
numerator of this fraction is known as rate of percent.

Bar Diagram

Diagrams and graphs are visual aids which give a bird's eye view of a set
numerical data which show the information in a way that enables us to make
comparison between two or more than two sets of data. It is used for the
comparative study of two or more values of a single variable. The different
bars are drawn for the different values of the same variable on the same base
line. The height of the bar is used to denote the values; the width of the bar is
used to make the diagram attractive and understandable. The different bars
should be of the same width.

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 2 CHAPTER TWO

2.1 DATA PRESENTATION AND ANALYSIS

Data presentation and interpretation is the important part of the research work
which analyses the data and information using various tools and techniques to get
the best results. The primary data were used in this research to analyze the
customer respond and perception. Such collected data are presented in systematic
formats and analyzed using different tools and techniques.

This chapter deals with respondents and analysis of their opinion on “ impact of
social media advertisement on consumer buying behaviour”. Based on the primary
data collected from the survey, the results has been portrayed in the tables, pie
charts and bar diagram.

2.1.1 Respondent profile

The respondent’s profile reveals the personal characteristic of respondents

combined on the basis of different personal characteristics such as gender, age
group, academic qualification, and family type. Demographic characteristic plays
a significant role in understanding behavior of the consumers. This section
therefore describes the demographic characteristics of the respondents.

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2.1.2 demographic characteristics of respondents

Table 1: Gender

Gender Frequency Percentage

male 48 71.6%

Female 19 28.4%

Prefer not to say 0 0%

Total 67 100%

Source : survey data (author’s calculation)

The above figure and pie charts shows the category of male and female respndents.
The male category were 71.6% whereas female were 28.4%.

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Table 2 :Martial status

Status frequency percentage

Married 7 10.4%

Unmarried 60 89.6%

Total 67 100%

Source : survey data (author’s calculation)

The martial status of respondents were shown inn the above table and charts. The
majority of respondents category were married i.e 89.6% and unmarried category
were 10.4%.

Table 3 : Academic qualification

Academic qualification frequency percentage

School level 3 4.5%
High school 22 32.8%
Under graduate 27 40.3%
Graduate 7 10.4%
Above graduate 5 7.5%
Post graduate 2 3%
PHD 1 1.5%
Total 67 100%

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Source : survey data (author’s calculation)

In the above table and pie chart, the academic qualification of respondents were
shown. The majority of respondents were under graduate followed by high school i.e
40.3% and 32.8% respectively.

Table 4 : family type

Type Frequency Percentage

Joint 33 49.3%
Nuclear 32 47.8%
Single 1 1.5%
Small 1 1.5%
Total 67 100%

Source : survey data (author’s calculation)

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In the above table and chart, the family type of respondents were shown. Majority of
family type were joint and nuclear family. Family type also plays crucial role in
online purchasing behaviour.

2.1.3 showing respondents in terms of “ user behaviour and

engagement”
How frequently do you use social media platforms (e.g., Facebook, Instagram,
Twitter, etc.)?

Never Rare Sometimes Often Always

1.5% 1.5% 23.9% 14.9% 58.2%

The information collected from the survey on social media gives a negative overall response
as most of the respondents use these platforms on a regular basis. In particular, the
participants who use social networks all the time amount to 58.2%, and the people who use
them often – 14.9%. On the contrary, 23.9% of respondents utilize it sometimes, while just
1.5% utilise it infrequently or not at all. This means that for the major part of the respondents,
social media has become a daily activity as the results show that most of the respondents
accessed these social media platforms on a daily basis.

Facebook Instagram Tiktok Twitter Snapchat Youtube

46.3% 40.3% 6% 1.5% 1.5% 3%
Which social media platforms do you use most often?

Facebook and Instagram are the most popular social media networks, according to the poll,
with 46.3% of participants favouring Facebook and 40.3% choosing Instagram. By
comparison, just 6% of participants use TikTok, and only 1.5% of participants use Twitter and
Snapchat. In this survey, YouTube is likewise less popular—only 3% of participants said they
use it frequently. This suggests that consumers are more likely to choose Facebook and
Instagram over other social media networks.

How often do you come across advertisements on social media?

Never Always Often Sometimes Rarely

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 13.4% 29.9% 25.4% 26.9% 4.5%

The results of the survey indicate that 29.9% of the participants frequently encounter
advertisements on social media, while 25.4% come across them on a regular basis.
26.9% of respondents see ads occasionally, and 4.5% rarely encounter them. A
noteworthy 13.4% mention that they never see social media ads. This reveals a
substantial difference in ad exposure among social media users, despite the prevalent
frequency of ad encounters.

How often do you make purchases as a result of social media advertisements?

Never Often Sometimes Rarely Occasionally

26.9% 14.9% 28.4% 20.9% 9%

The findings of the survey indicate that 28.4% of participants occasionally make
purchases as a result of social media advertisements, while 14.9% do so frequently.
20.9% rarely make purchases, and 9% buy products on an occasional basis.
Furthermore, 26.9% of respondents state that they never make purchases because of
social media ads. Thus, it appears that a considerable percentage of individuals make
purchases at times due to social media ads, but a substantial number infrequently or
never make such purchases.

Do you follow any brands on social media?

Yes No
69.7% 30.3%

Out of the survey respondents, 69.7% engage with brands on social media by
following them, while 30.3% do not. This data shows that a majority of people use
social media to connect with brands, suggesting that users commonly choose to
follow brands.

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Have you ever shared a social media advertisement with your friends or family?

Yes No
65.7% 34.3%

65.7% of respondents to the survey said they had shared a social media advertisement
with friends or family, compared to 34.3% who had not. This implies that social
media advertisements are often interesting enough to spread, which enables them to
function as word-of-mouth advertising and broaden their audience beyond their initial
target.

How does the frequency of seeing an ad on social media affect your likelihood of
purchasing the advertised product?

Strongly Positively Neutral Negatively Strongly

positively negatively
4.7% 35.9% 51.6% 6.3% 1.6%

According to the survey results, 35.9% of participants believe that often viewing an
advertisement on social media positively influences their likely to buy the promoted
goods, and 4.7% believe that it strongly positively influences their likelihood to do so.
51.6% of them are neutral, meaning that they are not greatly influenced by the
frequency of advertisements when making purchases. 6.3% believe that seeing
advertisements frequently has a negative impact on their propensity to buy, and 1.6%
believe it has a strongly negative impact. This implies that while exposure to
advertisements on a regular basis can help some people make better purchasing
decisions, a sizable portion is either unaffected or even negatively impacted by the
frequency of advertisements.

How often do you notice ads on social media compared to other online platforms?

Much more More often About the Less often Much less

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 often same often
9.4% 56.3% 23.4% 9.4% 1.6%

56.3% of respondents more often than on other online platforms notice ads on social
media, and 9.4% notice them much more often, according to the poll results. 23.4% of
respondents believe that advertisements appear about the same on various platforms.
On social media, ads are less often noticed by 9.4% of users, and much less often by
1.6%. This implies that, for the majority of users, social media is the most popular
location for ad display when compared to other internet channels.

How often do you interact with social media ads (e.g., liking, commenting, sharing)?

Always Often Sometimes Rarely Never

14.1% 20.3% 42.2% 15.6% 7.8%

The results of the survey indicate that 42.2% of the participants engage with social
media ads on occasion, while 20.3% do so frequently and 14.1% always interact with
them. 15.6% engage with the ads infrequently, and 7.8% never interact with social
media ads. These findings suggest that a considerable number of individuals interact
with ads on social media at least now and then, and a smaller percentage seldom or
never engage with them.

Source: survey data(author’s calculation)

key insights:

 Users show high engagement with social media ads, often interacting through
likes, shares, and comments.
 Younger respondents and those with higher educational qualifications tend to
spend more time on social media and engage with ads more frequently.
 Engagement levels vary by platform, with Instagram and YouTube being the
most popular among respondents.
 Ads that are visually appealing and offer discounts or promotions receive the
highest engagement.

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Showing respondents in terms of “Ad effectiveness and purchasing
influence”

Have you ever made a purchase based on a social media advertisement?

Yes No
61.2% 38.8%

The survey result shows that a significant majority, 61.2%, have made a purchase
based on a social media advertisement, while 38.8% have not. This indicates that
social media ads are quite effective in driving purchases, as more than half of the
people are influenced enough by these ads to make a buying decision.

How likely are you to click on a social media ad if it features a discount or

promotion?

Very likely Likely Neutral Unlikely Very unlikely

7,5% 44.8% 19.4% 20.9% 7.5%

According to the survey findings, 44.8% of participants are potentially inclined to

click on a social media advertisement if it showcases a discount or offer, and 7.5% are
highly inclined to do so. 19.4% are indifferent, indicating that the presence of a
discount or offer has little impact on their decision. 20.9% are unlikely to click on
such advertisements and 7.5% are highly unlikely. This indicates that discounts and
promotions in social media advertisements possess significant potential to generate
clicks, although not everyone is swayed by them.

How important are social media influencers in your purchasing decisions?

Very Important Neutral Unimportant Very

important important
6% 49.3% 20.9% 16.4% 7.5%

27
The data reveals that 49.3% of respondents consider social media influencers to be
important in their purchasing decisions, while 6% view them as very important. A
sizable portion, 20.9%, remain neutral, showing neither a strong influence nor
disinterest. On the other hand, 16.4% feel that influencers are unimportant, and 7.5%
see them as very unimportant. This suggests that influencers hold a considerable sway
over many consumers, though not everyone relies on them for purchasing decisions.

How does the presence of user reviews or ratings on social media ads influence your
buying decision?

Strongly Positively Neutral Negatively Strongly

positively negatively
7.5% 53.7% 32.8% 4.5% 1.5%

According to the data, the majority of consumers are influenced positively by user
reviews or ratings on social media ads, with 53.7% reacting positively and 7.5%
strongly positively. A third (32.8%) say they are neutral, indicating that reviews don't
have a big influence on their choices. Just 4.5% and 1.5% of respondents,
respectively, have negatively or strongly negatively feelings regarding user reviews in
adverts. For most consumers, the availability of user evaluations and ratings generally
boosts trust and raises the possibility that they will make a purchase.

How do social media ads compare to other online advertisements (e.g., email ads,
search engine ads) in influencing your buying behavior?

Much more More Neutral Less Much less

influential influential influential influential
9% 44.8% 38.8% 7.5% 0%

28
According to the survey, 44.8% of participants believe social media commercials to
be more influential than other online ads, and 9% believe they are much more
influential. 38.8% are indifferent, meaning they don't think there is a big difference.
No one thinks social media advertisements are much less influential, although 7.5%
believe they are less influential. This implies that, in comparison to other online ad
formats, social media advertisements are generally thought to have a greater influence
on purchasing behaviour.

How does your perception of a brand change if you see their ads frequently on social
media?

Strongly Improve Neutral Worsen Strongly

improve worsen
4.7% 29.7% 48.4% 14.1% 3.1%

The survey results indicate that 29.7% of respondents feel their perception of a brand
improves when they see its ads frequently on social media, and 4.7% feel it strongly
improves. 48.4% are neutral, meaning frequent ads don’t significantly affect their
perception. However, 14.1% feel their perception worsens, and 3.1% feel it strongly
worsens. This suggests that while many people’s views of a brand can improve with
frequent exposure, there is also a notable portion who may react negatively.

How much do social media ads influence your opinion about a brand?

Very much A lot Somewhat A little Not at all

6.3% 26.6% 28.1% 26.6% 12.5%

The survey results show that 6.3% of respondents feel that social media ads influence
their opinion about a brand very much, while 26.6% feel they influence it a lot. 28.1%
say the influence is somewhat, and another 26.6% feel it influences their opinion a
little. 12.5% report that social media ads do not at all influence their opinion about a
brand.

29
How likely are you to recommend a product to others after seeing it advertised on
social media?

Very likely Likely Neutral Unlikely Very unlikely

4.7% 45.3% 31.3% 15.6% 3.1%

According to the survey results, 45.3% of participants are likely and very likely to
recommend a product to others after seeing it advertised on social media. Based on
the advertisements, 31.3% are neutral, i.e., they neither highly recommend nor avoid
recommending. Of these, 3.1% are very unlikely to suggest, and 15.6% are unlikely.
Although there is a range of replies, this indicates that social media marketing have a
considerable impact on the chance of recommending a product.

Key innsights:

 Social media ads are effective in influencing purchasing decisions, especially

among younger, unmarried individuals.
 Ads that are personalized and relevant to the user's interests have a higher
likelihood of leading to purchases.
 Discounts, offers, and product reviews in ads significantly impact purchase
intent.
 Video ads and ads with influencers or celebrity endorsements show a stronger
influence on consumer behavior.

Showing respondents in terms of “User Satisfaction and Perception

of Ads”

How do you generally feel about advertisements on social media?

Strongly Positively Neutral Negatively Strongly

positively negatively
3% 49.3% 32.8% 13.4% 1.5%

30
The data shows that 32.8% of respondents are neutral towards social media advertisements,
while over half of the respondents (49.3%) have a good opinion of them. This implies that
most people view advertisements as either acceptable or unimportant. Merely 13.4% of
people have a bad opinion of them, and even fewer (1.5%) have a very poor opinion. All
things considered, the findings show that the majority of individuals either don't mind or even
like social media advertisements, with very few strongly disagreeing with them.

Do you trust the advertisements you see on social media?

Strongly agree Agree Neutral Disagree Strongly

disagree
0% 20.9% 56.7% 17.9% 4.5%

The survey shows that most people are skeptical about social media ads. In particular,
of the population surveyed, 56.7% are neutral, which suggests that they are not sure
about these ads. 17.9% disagree and 4.5% strongly disagree that they can trust these
ads. 20.9% support the thesis of trustworthiness of these ads and none appeals
strongly in favor of it. It can be said that the majority of the people are in-doubt or
negative towards social media ads.

How do you feel when you see ads on social media for products you have previously
searched for online?

Very Comfortable Neutral Uncomfortable Very

comfortable uncomfortable
10.9% 51.6% 31.3% 6.3% 0%

According to the survey, 51.6% of participants say they feel comfortable and 10.9%
say they feel very comfortable when they encounter social media advertisements for
items they had previously looked up online. 31.3% are indifferent, indicating that they
have no strong opinions. Nobody feels extremely uncomfortable, and just 6.3% report
feeling uncomfortable. This implies that the majority of individuals are probably fine
with viewing adverts that are personalised for them based on their past searches.

31
Do you think social media ads are more engaging than TV or print ads?

Strongly agree Agree Neutral Disagree Strongly

disagree
18.8% 48.4% 21.9% 10.9% 0%

The survey results indicate that 48.4% of respondents agree that social media ads are
more engaging than TV or print ads, with 18.8% strongly agreeing. 21.9% are neutral
on the matter, while 10.9% disagree. No one strongly disagrees. This suggests that
most people find social media ads to be more engaging than traditional TV or print
advertisements.

How do you feel about the amount of ads you see on social media?

Much too Too many Just right Too few Just too few
many
13.8% 55.4% 23.1% 6.2% 1.5%

According to the survey findings, 55.4% of participants believe there are too many
social media advertisements, while 13.8% believe there are much too many. While
6.2% feel there are too few and 1.5% think there are just too few, 23.1% think the
quantity of ads is just right. This indicates that a significant percentage of people
believe there are too many advertisements on social media, while a smaller number
believes there are just the correct amount.

How likely are you to recommend a product to others after seeing it advertised on
social media?

Very likely Likely Neutral Unlikely Very unlikely

4.7% 32.8% 43.8% 12.5% 6.3%

32
According to the survey's conclusion, 32.8% of participants are likely and very likely
to suggest a product to others after seeing it marketed on social media. 43.8% of
respondents are neutral, meaning they don't strongly lean one way or the other. While
6.3% are very unlikely to suggest, 12.5% are unlikely to do so. According to this,
social media advertisements have a moderate effect on the chance of a product
recommendation, with a significant portion having no effect at all.

How important are social media ads in your decision to follow a brand online?

Very Important Neutral Unimportant Very

important important
14.1% 35.9% 37.5% 7.8% 4.7%

The survey results indicate that 35.9% of respondents consider social media ads
important in their decision to follow a brand online, while 14.1% find them very
important. 37.5% are neutral, meaning ads don't strongly influence their decision.
7.8% find them unimportant, and 4.7% consider them very unimportant. This suggests
that social media ads play a significant role for many people in deciding whether to
follow a brand online, though opinions vary.

Key insights:

 Users are generally satisfied with social media ads when they find them
relevant and not overly intrusive.

 Ads that interrupt user experience (pop-ups or autoplay videos) receive

negative feedback and lower satisfaction scores.

 The quality of the ad content, including visuals, messaging, and value

propositions, affects user satisfaction.

 Respondents appreciate ads that provide useful information about products

and services.

33
Showing respondents in terms of “Ad Relevance and
Personalization”

Do you feel that social media advertisements are more targeted to your personal
interests compared to traditional advertising?

Strongly agree Agree Neutral Disagree Strongly

disagree
16.4% 52.2% 23.9% 7.5% 0%

The survey shows that 68.6% of people believe social media ads are better targeted to
their interests than traditional ads, with 16.4% strongly agreeing and 52.2% agreeing.
23.9% are neutral, and only 7.5% disagree. No one strongly disagrees, indicating that
most people find social media ads more personalized and relevant.

How often do you feel that social media ads are relevant to your interests?

Always Often Sometimes Rarely Never

7.8% 39.1% 45.3% 4.7% 3.1%
The survey results show that 39.1% of respondents find social media ads often
relevant to their interests, and 7.8% find them always relevant. 45.3% feel that ads are
sometimes relevant, while 4.7% find them rarely relevant and 3.1% never find them
relevant. This indicates that most people perceive social media ads as generally
relevant to their interests, though not always.

what could make social media advertisements more appealing to you as a consumer?

more personalized content 12.5%

better discount and promotions 28.1%

34
 higher quality visuals and videos 23.4%
more credible sources and influencers 18.8%
fewer ads and less frequency 9.4%
more interactive and engaging content 7.8%

The survey results reveal what could enhance the appeal of social media
advertisements for consumers. 28.1% of respondents would find ads more appealing
if they offered better discounts and promotions, indicating a strong desire for financial
incentives. 23.4% prefer higher quality visuals and videos, suggesting that improved
visual content could significantly boost ad effectiveness. 18.8% value more credible
sources and influencers, highlighting the importance of trust in the ads they see.
12.5% would appreciate more personalized content, showing that tailored ads could
increase relevance. 9.4% prefer fewer ads and less frequency, indicating a desire to
avoid ad overload. Lastly, 7.8% would like more interactive and engaging content,
reflecting a need for ads that actively involve and engage them. Overall, focusing on
discounts, quality visuals, credibility, personalization, and interaction could make
social media ads more attractive to consumers.

Key insights:

 Personalized ads tailored to individual preferences are more effective in

capturing user attention and driving engagement.
 Respondents are more likely to engage with ads that align with their interests
and browsing history.
 Ads that feel overly generic or irrelevant to the user tend to be ignored or
viewed negatively.

Showing respondents in terms of “Trust, Credibility, and

Transparency”

35
How important is the visual appeal of a social media advertisement in attracting your
attention?

strongly Important Neutral Unimportant strongly

important important
14.9% 41.8% 37.3% 4.5% 1.5%

The data indicates that the visual appeal of a social media advertisement is quite
important to many people. 41.8% consider it important, and 14.9% find it strongly
important in attracting their attention. Meanwhile, 37.3% are neutral, meaning visuals
don’t significantly affect their attention. Only a small group, 4.5%, see it as
unimportant, and 1.5% view it as strongly unimportant. This suggests that while
visuals are key for many, a notable portion of people are indifferent to them.

Have you ever been dissatisfied with a product you bought due to a misleading social
media advertisement?

Yes No
69.8% 30.2%

69.8% of respondents to the survey reported being unhappy with a product they
purchased as a result of a misleading social media advertisement, compared to 30.2%
who did not. This suggests that a considerable proportion of individuals have
encountered dissatisfaction as a result of misleading ads on social media, highlighting
a possible problem with the accuracy and transparency of advertisements.

How do you perceive the credibility of ads that are directly promoted by social media
platforms versus those by influencers?

Much more More credible Neutral Less credible credible

credible
3.2% 33.9% 53.2% 9.7% 0%

36
According to this research's results, 33.9% of participants believe that advertisements
directly pushed by social media platforms are more credible than those that are
promoted by influencers, and 3.2% believe that they are much more credible. 53.2%
are neutral, indicating that they do not perceive a noticeable distinction in the
legitimacy of influencer- and platform-sponsored advertisements. Platform-promoted
advertising are perceived as less credible by 9.7% of people, although no one finds
them much less credible. This implies that while a majority of consumers are
indifferent to the difference in credibility between the two types of ads, many consider
platform-promoted ads to be more credible.

key insights:

 Trust in the brand or product advertised plays a crucial role in determining ad

effectiveness.
 Transparency regarding data usage, ad content, and sponsorships is important
for building credibility with users.
 Misleading or overly aggressive advertising tactics diminish trust and deter
users from engaging with the ads or making purchases.

37
 3 CHAPTER THREE

3.1 SUMMARY AND CONCLUSION

3.2 SUMMARY

This project work, “impact of social media advertisement on consumer buying

behaviour : a case study of bharatpur-11, bhojad ” investigates the factors affecting
buying behaviour of consumer through social media ads on bharatpur-11, bhojad. This
study aims to analyze the influence of social media advertisement in consumer
through different perspective. This study analyses user behaviour and engagement
towards different types of ads, ads effectiveness and purchasing influence, user
satisfaction and perception of ads, ad relevance and personalization and trust,
credibility and transparency. A total of 67 participants were surveyed with
questionnaire from different type of family background, having different family type
and academic qualification from different age groups. The study is conducted to find
different types of ads and other factors that influence engagement of consumers
towards the ads, affect purchasing decision and build trust. The collected information
from the respondents was sorted and edited in MS-word. Pivot table and Pie-chart
were used to analyze the collected information.

3.3 FINDINGS

 Interaction: 42.2% of respondents interact with social media ads sometimes,

20.3% often, and 14.1% always. 15.6% interact rarely, while 7.8% never

engage with these ads.

 Sharing ads: 65.7% of respondents have shared social media ads with their

friends or family, showcasing a high level of engagement and

recommendation. In contrast, 34.3% have not shared these ads.

38
 Ad Exposure: 29.9% of participants frequently encounter social media ads,

and 13.4% never see them.

 Purchasing Influence: 28.4% occasionally make purchases based on ads, and

26.9% never do.

 Brand Following: 69.7% follow brands on social media.

 Ad Frequency Impact: 35.9% find frequent ads positively influence

purchasing decisions, while 51.6% remain neutral.

 Ad Interaction: 42.2% sometimes interact with social media ads.

 Platform Preference: Facebook (46.3%) and Instagram (40.3%) are the most

popular platforms.

 Ad Trust: 56.7% are neutral about trusting social media ads, while 26.4%

distrust them.

 Discount Influence: 44.8% are likely to click on ads featuring discounts.

 Influencers: 49.3% find influencers important in purchasing decisions.

 Ad Reviews: 61.2% have made purchases based on social media ads.

 Misleading Ads: 69.8% have been dissatisfied due to misleading ads.

 Visual Appeal: 41.8% find visual appeal important in ads.

 Ad Credibility: 33.9% find platform-promoted ads more credible than

influencer ads.

 Amount of Ads: 55.4% feel there are too many ads on social media.

 Relevance of Ads: 39.1% find social media ads often relevant to their

interests.

 Ads for Searched Products: 51.6% feel comfortable seeing ads for products

they've searched for.

39
  Importance in Following Brands: 35.9% find social media ads important for

deciding to follow a brand.

 Credibility of Platform vs. Influencer Ads: 33.9% find platform-promoted

ads more credible than influencer ads.

 Importance of Personalization: Personalization in social media ads is crucial

for 28.1% of respondents.

 Dissatisfaction Due to Ads: 69.8% have been dissatisfied with a product due

to misleading social media ads.

 Ad Comparison: 44.8% find social media ads more influential than other

online ads.

3.4 LIMITATIONS

1. Sample Size: The study involved only 67 respondents, which may limit the

generalizability of the findings to larger populations.

2. Gender Imbalance: The sample is predominantly male (71.6%), which could

lead to a gender bias in the results, particularly in how social media ads

influence different genders.

3. Marital Status: The large proportion of unmarried respondents (89.6%) might

skew insights regarding family-based or household purchase decisions.

4. Educational Disparity: The majority of respondents (73.1%) have at least an

undergraduate degree, potentially limiting the study’s applicability to people

with lower educational levels.

40
 5. Family Type: Respondents are mostly from joint or nuclear families (97.1%),

so the study may not capture the behavior of individuals living in different

family structures, such as single or small families.

3.5 SUGGESTIONS

 Increase Sample Size: Expanding the sample to include more respondents

from diverse demographic groups would improve the robustness and

representativeness of the findings.

 Achieve Gender Balance: A more balanced representation of genders

would provide a clearer understanding of how social media ads affect male

and female respondents differently.

 Diversify Educational Backgrounds: Including respondents with varying

levels of education would help capture the influence of educational

attainment on social media ad effectiveness.

 Broaden Marital Status: Collecting data from a more varied group of

married and unmarried individuals could provide better insights into

family purchasing behavior.

 Expand Geographic Reach: Gathering respondents from different

regions or countries would make the results more applicable on a global

scale.

3.5 conclusion

The study reveals significant insights into user behavior, ad effectiveness,

satisfaction, relevance, and trust concerning social media advertisements.

41
 Most of the respondents said they see social media ads on a regular basis,

and a sizable percentage of them connect, follow, or make purchases with

them. Although many people find advertisements to be visually appealing

and appreciate discounts and suggestions from influencers, issues with ad

trust and transparency are still common.

Even while social media advertisements are frequently thought to be more

relevant and targeted than traditional forms of advertising, there is still

room for improvement in terms of personalisation and ad overload.

Advertisements that match users' interests are valued by them, but in order

to foster confidence, there is a strong need for more trustworthiness and

openness. Furthermore, the research suggests that although people

perceive influencer and platform ads to be influential, there is potential to

improve the authenticity and accuracy of ads in order to mitigate user

displeasure. In summary, the present study highlights the significance of

relevance, transparency, and personalisation in determining the efficacy of

advertising on social media.

3.6 REFRENCES

Duffett, R. G. (2017). Influence of social media marketing communications on young

consumers’ attitudes.

42
Cheung, C. M., Chiu, P. Y., & Lee, M. K. (2011). Online social networks: Why do

students use Facebook?

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An

exploratory study of branded social content and consumer engagement.

Goh, K.-Y., Heng, C.-S., & Lin, Z. (2013). Social Media Brand Community and

Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-

Generated Content.

Hudson, S., et al. (2016). The influence of social media interactions on consumer-

brand relationships: A three-country study of brand perceptions and marketing

behaviors.

Kumar, V., & Mirchandani, R. (2012). Increasing the ROI of social media marketing.

Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs:

Exploring motivations for brand-related social media use.

Nielsen (2012). Global Trust in Advertising Report.

Lipsman, A., et al. (2012). The Power of "Like": How Brands Reach (and Influence)

Fans through Social-Media Marketing.

Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls.

Pentina, I., & Taylor, D. G. (2015). Exploring the role of social media in the online

shopping behavior of American millennials.

Bakshy, E., et al. (2012). The Role of Social Networks in Information Diffusion.

Enis, B.M. (1974) “Marketing Principles: The Management Process”

43
Yourarticlelibrary.com

Vanipriya Moorthi (2023) social media advertising Kotler, P. and Keller, K. (2011)

“Marketing Management”(14th edition), London: Pearson Education

3.7 APPENDIX

3.7.1 QUESTIONNAIRE

Dear respondent,

I am pleased to inform you that I am undertaking an Undergraduate project on Impact

of Social Media Ads on Consumer Buying behavior to meet the partial fulfillment of

the requirement for the Bachelor’s Degree in Business Administration (BBA) from

Oxford College Of Engineering and Management, Pokhara University. The major

objective of the study is to find out the various factor affecting Consumer Buying

Bahavior . I would also like to request you for providing some information regarding

the subject matter stated below. I also like to assure you that all information contained

in this questionnaire will be kept confidential and used only at the aggregate level.

Your kind cooperation will be highly acknowledged. Thank you.

Mohan Raj Acharya

BBA Sixth

OXFORD COLLEGE

Pokhara University

Section 1 :Demographic information

a) Gender

 Male [ ]

44
  Female [ ]

 Prefer not to say [ ]

b) martial status

 married [ ]

 unmarried [ ]

c) academic qualification

 school[ ] high school[ ] under graduate[ ]

graduate[ ] post graduate[ ] others (…………….)

d) family type

 joint [ ] nuclear[ ] others(…………….)

section 2 : Data collection

select the appropriate answer.

1.How frequently do you use social media platforms (e.g., Facebook, Instagram,
Twitter, etc.)?

Never( ) Rarely( ) Sometimes( ) Often( )

Always( )

2.Which social media platforms do you use most often?

Facebook( ) Instagram( ) Twitter( ) Snapchat( )

TikTok( ) others(please specify)…………………………..

3.How often do you come across advertisements on social media?

Never( ) Rarely( ) Sometimes( ) Often( )

Always( )

45
4.How do you generally feel about advertisements on social media?

Strongly Positive( ) Positive( ) Neutral( )

Negative( ) Strongly Negative( )

5.Have you ever made a purchase based on a social media advertisement?

Yes( ) No( )

6.How often do you make purchases as a result of social media advertisements?

Never( ) Rarely( ) Sometimes( ) Often( )

Always( )

7.Do you trust the advertisements you see on social media?

Strongly Agree( ) Agree( ) Neutral( )

Disagree( ) Strongly Disagree( )

8.How likely are you to click on a social media ad if it features a discount or

promotion?

Very Likely( ) Likely( ) Neutral( ) Unlikely( )

Very Unlikely( )

9.How important are social media influencers in your purchasing decisions?

Very Important( ) Important( ) Neutral( )

Unimportant( )

Very Unimportant( )

10.Do you follow any brands on social media?

Yes( ) No( )

11.How does the presence of user reviews or ratings on social media ads influence
your buying decision?
46
Strongly Positively( ) Positively( ) Neutral( )

Negatively( ) Strongly Negatively( )

12.How important is the visual appeal of a social media advertisement in attracting

your attention?

Very Important( ) Important( ) Neutral( )

Unimportant( )

Very Unimportant( )

13.Have you ever shared a social media advertisement with your friends or family?

Yes( ) No( )

14.How does the frequency of seeing an ad on social media affect your likelihood of
purchasing the advertised product?

Strongly Positively( ) Positively( ) Neutral( )

Negatively( ) Strongly Negatively( )

15.Do you feel that social media advertisements are more targeted to your personal
interests compared to traditional advertising?

Strongly Agree( ) Agree( ) Neutral( )

Disagree( ) Strongly Disagree( )

16.How do social media ads compare to other online advertisements (e.g., email ads,
search engine ads) in influencing your buying behavior?

Much More Influential( ) More Influential( ) Neutral( )

Less Influential( ) Much Less Influential( )

17.Have you ever been dissatisfied with a product you bought due to a misleading
social media advertisement?

Yes( ) No( )

47
18.How do you perceive the credibility of ads that are directly promoted by social
media platforms versus those by influencers?

Much More Credible( ) More Credible( ) Neutral( )

Less Credible( ) Much Less Credible( )

19.How do you feel when you see ads on social media for products you have
previously searched for online?

Very Comfortable( ) Comfortable( ) Neutral( )

Uncomfortable( ) Very Uncomfortable( )

20.How does your perception of a brand change if you see their ads frequently on
social media?

Strongly Improve( ) Improve( ) Neutral( )

Worsen( ) Strongly Worsen( )

21.How often do you notice ads on social media compared to other online platforms?

Much More Often( ) More Often( ) About the Same( )

Less Often( ) Much Less Often( )

22.How much do social media ads influence your opinion about a brand?

Very Much( ) A Lot( ) Somewhat( )

A Little( ) Not at All( )

23.How likely are you to recommend a product to others after seeing it advertised on
social media?

Very Likely( ) Likely( ) Neutral( ) Unlikely( )

Very Unlikely( )

48
24.How often do you interact with social media ads (e.g., liking, commenting,
sharing)?

Never( ) Rarely( ) Sometimes( ) Often( )

Always( )

25.Do you think social media ads are more engaging than TV or print ads?

Strongly Agree( ) Agree( ) Neutral( )

Disagree( ) Strongly Disagree( )

26.How often do you feel that social media ads are relevant to your interests?

Always( ) Often( )
Sometimes( Rarely( ) Never( )

27.How do you feel about the amount of ads you see on social media?

Much Too Many( ) Too Many( ) Just Right( )

Too Few( ) Much Too Few( )

28.How likely are you to remember a product you saw advertised on social media?

Very Likely( ) Likely( ) Neutral( ) Unlikely( )

Very Unlikely( )

29.How important are social media ads in your decision to follow a brand online?

Very Important( ) Important( ) Neutral( ) Unimportant( )

Very Unimportant( )

30. what could make social media advertisements more appealing to you as a
consumer?

More personalized content( ) Better discounts and promotions( )

49
Higher quality visuals and videos( ) More credible sources &
influencers( )

Fewer ads and less frequency( ) More interactive & engaging

content( )

Others(please specify)

Thank you foe your participation.

number of respondents: male=48(71.6%), female=19(28.4%)

50