SOCIAL MEDIA ADVERTISING FACTORS AND ITS IMPACT ON CONSUMER PURCHASE DECISIONS
DOI:
https://doi.org/10.29121/shodhkosh.v5.i6.2024.1784Keywords:
Social Media Marketing, Social Media Advertising, Brand Reputation, Product Reviews, Visual Appeal, Consumer Purchase DecisionsAbstract [English]
Social media advertising gives companies the ability to connect with customers, target particular audiences, and personalize ads. It offers real-time customer feedback, enabling data-driven marketing decisions. In the digital age, this study looks at how social media marketing affects consumer purchasing decisions. This study aims to analyze the influence of factors such as brand reputation, product reviews, and visual appeal on consumer purchase decisions. The research uses a structured questionnaire and a sample size of 250 respondents from the Tirupattur district of Tamil Nadu. The findings show that a young, male-dominated population with moderate to high income levels engages with social media ads by liking or sharing them, but deeper interactions are less common. Brand reputation is the most critical factor influencing purchasing decisions in social media advertisements, followed by visual appeal and product reviews. Content quality and brand trust are less influential, suggesting that enhancing these areas can drive sales.
References
Asmayanti, R., Surya, P., & Ramdhan, R. (2022). The Role of WhatsApp Advertising in Influencing Purchase Decisions among Young Adults in Indonesia. Asian Journal of Marketing, 34(3), 211-227.
Barnes, N. G. (2016). Social Media Usage in Fortune 500 Companies: Assessing the Impact on Social Media Marketing and Advertising. Journal of Social Media in Organizations, 3(1), 1-18.
Celeste See Pui Ng & Wang (2013). Facebook Advertising: Perceptions and Attitudes of Young Consumers Towards Advertisements on Facebook. Journal of Marketing Management, 29(5-6), 607-625.
Curran, K., O’Hara, K., & O’Brien, S. (2011). The Role of Twitter in the World of Business. International Journal of Business Data Communications and Networking, 7(3), 1-15. DOI: https://doi.org/10.4018/jbdcn.2011070101
Djafarova, E., & Kramer, K. (2019). YouTube Advertising: The Role of Influencer Endorsements in Consumer Purchase Decisions. Journal of Consumer Behavior, 18(4), 373-382.
Dunay, P., Krueger, R., & Lebson, R. (2010). Facebook Marketing for Dummies. John Wiley & Sons.
Eftekhar, A., & Koudas, N. (2013). Social Advertising: A Study of Online Advertisement Effectiveness on Twitter. Proceedings of the 22nd International Conference on World Wide Web, 577-586.
Fei, L., Zhang, Y., & Chen, X. (2020). Analyzing the Effectiveness of WhatsApp as a Marketing Tool in Emerging Markets. Journal of International Marketing, 28(4), 67-83.
Francisco Javier Campines Barría (2023) WhatsApp as a New Advertising Channel: Opportunities and Challenges for Brands in Latin America. Journal of Communication and Media Studies, 18(3), 101-119.
Gupta, R., & Singh, S. (2017). The Impact of YouTube Advertising on Consumer Purchase Intentions: An Empirical Study in the Indian Context. International Journal of Marketing and Business Communication, 6(3), 1-8.
Handijono, T., Wijaya, A., & Sutanto, H. (2024). Exploring the Adoption of WhatsApp Advertising in the Hospitality Industry: A Study on Customer Engagement and Satisfaction. Journal of Hospitality Marketing & Management, 33(2), 128-144.
Indu, V. (2024). Analyzing the Impact of Instagram Advertising on Consumer Purchase Behavior: A Study in the Fashion Industry. Journal of Digital Marketing, 18(1), 45-60.
Jannah, R. (2023). The Impact of WhatsApp Status Advertising on Brand Awareness in the Fashion Industry. Fashion Marketing Review, 12(1), 55-68.
Lou, C. (2017). The Effectiveness of Micro-Influencers in Twitter Advertising: A Study of Brand Trust and Consumer Purchase Intentions. Journal of Digital and Social Media Marketing, 5(1), 1-14.
Mustafa, H., Ahmad, M., & Khan, R. (2023). The Impact of WhatsApp Advertising on Consumer Buying Behavior: A Case Study in the Retail Sector. Journal of Digital Marketing Research, 15(2), 87-102.
Oluseyi Adegbola, Gearhart, S., & Skarda-Mitchell, J. (2018). Influence of Instagram Advertising on Millennials' Brand Perception and Purchase Intentions. Journal of Interactive Advertising, 18(2), 1-10.
Prahita Sri Rahayuningrat Sutanto, H., & Wulandari, S. (2024). The Effectiveness of Instagram Stories in Brand Promotion: A Case Study of Indonesian Beauty Brands. Journal of Social Media Marketing, 22(1), 78-95.
Rodríguez, L. P. (2017). YouTube Advertising Effectiveness: A Study on Ad Formats and Viewer Response. Journal of Interactive Advertising, 17(2), 111-121.
Sayudin, S., Ali, Z., & Hamid, F. (2024). User Perception of WhatsApp Business Advertising: Insights from Small and Medium Enterprises (SMEs) in Southeast Asia. International Journal of Mobile Marketing, 19(1), 43-59.
Terskikh, M. (2020). Instagram as a Tool for Small Business Marketing: Opportunities and Challenges. International Journal of Business and Management Studies, 12(4), 102-115.
Weintraub, M. (2011). The Art of Facebook Marketing: Designing Your Next Marketing Campaign. McGraw-Hill Education.
Zhou, X., Lu, Y., & Wang, J. (2021). Personalized YouTube Ads: How Ad Personalization Affects Consumer Engagement and Brand Perception. Journal of Advertising Research, 61(3), 315-328
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 D. Rajalakshmi, Dr. N. Fathima Thabassum
This work is licensed under a Creative Commons Attribution 4.0 International License.
With the licence CC-BY, authors retain the copyright, allowing anyone to download, reuse, re-print, modify, distribute, and/or copy their contribution. The work must be properly attributed to its author.
It is not necessary to ask for further permission from the author or journal board.
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
