effectiveness of social media advertising-a study in khulna city
TRANSCRIPT
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EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING: A STUDY
IN KHULNA CITY
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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$#inistrati'n Discip%ine
KHULNA UNIVERSITY
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3 April! "#$
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
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===============
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
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Table of Content
Chapter )o Title /ageE
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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
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,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
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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
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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,
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Chapter #: &ntroduction
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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/
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!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
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#8" Sources of the /roblem Statement
Internet is an i$ea% e
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#85 *b%ective of the Study
Main O";ecti6e
T' &in$ '!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$eshi has
access t' internet 9hich #eans there are appr'
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$eci#a% ,? !se$ &'r sa#p%e si@e nee$e$+,
e c'n&i$ence inter6a%8 e
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Chapter ": ,iterature 'evie1
Criteria of Effectiveness:S'cia% #e$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$6ertisin* can "e &!%%7 e
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$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
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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
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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 '%$,
54 7ears 420 7ears 021 7ears A"'6e 1 7ears
0
20
40
60
80
100
120
140
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6igure #: )umber of ;sers According to Age 'age
The resp'n$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!$ents,
38" 6re
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On an a6era*e Face"'' is !se$ 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!
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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$e(!ate in&'r#ati'n 0,45 .,B/
C%ic rate 0,5 .,B44
Liin*&'%%'9in* 0,20 .,/14
3!rchase Intent 0,42 .,B?4
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3838" ?ouTube
Table ": ,ist of Means and Standard -eviations for ?ouTube Ads
>uestion Mean ST-
A$ 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$s are t' s'#e e
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Table 3: ,ist of Means and Standard -eviations for .oogle /lus Ads
>uestion Mean ST-
A$ 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$In
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Table 5: ,ist of Means and Standard -eviations for ,in=ed&n Ads
>uestion Mean ST-
A$ 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
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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,
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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 $: Social media ads are better
than T ads
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6igure 2: Social media ads are better than
radio ads
6igure @: Social media ads are better
than billboard ads
Fi*!re .1 sh'9s8 a "i* percenta*e '& pe'p%e a*ree$ 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$6ertisin* e
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38$ariation of ;sage 6re
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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
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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$6ertisin* c'##!nicati'n there are
si*ni&icant p'siti6e c'rre%ati'ns a#'n* the#, Ta"%e .B sh'9s the c'rre%ati'n 6a%!es:
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Table 4: Correlations Among the ariables of Cognitive Stage
A$ 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,
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)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/
, C'rre%ati'n is si*ni&icant at the .,.5 %e6e% 4tai%e$+,
38@83 Correlation Among the ariables of Behavioral Stage
The 6aria"%es '& "eha6i'ra% sta*e are c%ic rate an$ %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
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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'rre%ati'n is si*ni&icant at the .,.5 %e6e% 4tai%e$+,
C%ic rate an$ 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
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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
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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$in* pa*esa%es pa*e, The reas'n &'r n'ts'attracti6e sc're in
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p!rchase intent #a7 ha6e happene$ "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$6ertisin*, T' s'#e e
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Financia% E
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-iipe$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#%
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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
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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
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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
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%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,
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0, Y'! can eep in #in$ the a$6ertise$ pr'$!ctser6ices "ran$ na#e8 %'*' 'r an7 re%ate$ pict!re,
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1, Y'! tr!st the a$6ertise#ents 7'! see 'n a s'cia% #e$ia site,
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?, Y'! &in$ s'cia% #e$ia a$6ertise#ents t' "e interestin*,
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, S'cia% #e$ia a$6ertise#ents pr'6i$e the ri*ht an$ a$e(!ate #essa*e a"'!t the pr'$!ct 'r ser6ice,
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2, Y'! '&ten c%ic 'n th'se a$6ertise#ents in 'r$er t' see #'re in&'r#ati'n,
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/, 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,
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B, These a$6ertise#ents '&ten #'ti6ate 7'! t' p!rchase the pr'$!ct 'r ser6ice,
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See ne
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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