This portfolio document provides a summary of Lindsey Tharpe's qualifications and experience in advertising and public relations. It includes samples of her student advertising work, communications research project, senior campaign project for a university athletics department, public relations work, and references. The portfolio demonstrates Tharpe's skills in copywriting, design programs, research, and press release writing from both academic and internship experience.
The document discusses different types of marketing research, including basic marketing research which is conducted without a specific decision in mind versus applied marketing research which addresses the needs of a particular organization. It provides examples of different types of marketing research like concept research, pricing research, product research, distribution research, and promotion research. The document also provides examples of how different companies have used various marketing research methods.
All the aspects of Research in Advertising has been discussed in it.
Definition,Types,Scope,Methods of Advertising Research are included in this presentation.
What’s this thing called Love? Exploring the relationship between brand love,...CBR Conference
The document summarizes a presentation given at the 2013 Consumer Brand Relations Conference in Orlando, Florida. The presentation explored the relationship between brand love, personality traits, and the propensity to anthropomorphize brands. It hypothesized that extroversion and openness would be positively associated with brand love, and that high involvement and transformational products would score higher in brand love. The results found openness increased brand love and that anthropomorphization increased love as well, though it did not mediate personality traits. The presentation recommended brand managers actively employ anthropomorphization cues in their branding to increase love, especially for lower involvement products.
The document discusses experiential marketing as an evolution from traditional marketing approaches. Experiential marketing integrates emotions, logic, and experiences to satisfy customers through engaging multiple senses. Surveys show that experiential marketing makes customers more receptive to brands and increases purchase consideration. Examples are given of applying experiential marketing to events through role playing. Keys to measuring return on investment from experiential marketing include focusing on revenue-generating behaviors and understanding customer conversations.
Marketers use metrics to measure the effectiveness of social media marketing strategies by comparing results to specific objectives. Common metrics include reach, frequency, site stickiness, clickthroughs, sales conversions, and viewthroughs. Engagement metrics provide information about the quality of interactions with a brand rather than just the quantity. The DATA approach involves defining goals, assessing costs and potential value, tracking actual results, and adjusting strategies based on results. Calculating social media ROI requires assigning financial values to inputs and outcomes to measure profitability. Both direct and indirect benefits must be considered when assessing social media programs.
This portfolio document provides a summary of Lindsey Tharpe's qualifications and experience in advertising and public relations. It includes samples of her student advertising work, communications research project, senior campaign project for a university athletics department, public relations work, and references. The portfolio demonstrates Tharpe's skills in copywriting, design programs, research, and press release writing from both academic and internship experience.
The document discusses different types of marketing research, including basic marketing research which is conducted without a specific decision in mind versus applied marketing research which addresses the needs of a particular organization. It provides examples of different types of marketing research like concept research, pricing research, product research, distribution research, and promotion research. The document also provides examples of how different companies have used various marketing research methods.
All the aspects of Research in Advertising has been discussed in it.
Definition,Types,Scope,Methods of Advertising Research are included in this presentation.
What’s this thing called Love? Exploring the relationship between brand love,...CBR Conference
The document summarizes a presentation given at the 2013 Consumer Brand Relations Conference in Orlando, Florida. The presentation explored the relationship between brand love, personality traits, and the propensity to anthropomorphize brands. It hypothesized that extroversion and openness would be positively associated with brand love, and that high involvement and transformational products would score higher in brand love. The results found openness increased brand love and that anthropomorphization increased love as well, though it did not mediate personality traits. The presentation recommended brand managers actively employ anthropomorphization cues in their branding to increase love, especially for lower involvement products.
The document discusses experiential marketing as an evolution from traditional marketing approaches. Experiential marketing integrates emotions, logic, and experiences to satisfy customers through engaging multiple senses. Surveys show that experiential marketing makes customers more receptive to brands and increases purchase consideration. Examples are given of applying experiential marketing to events through role playing. Keys to measuring return on investment from experiential marketing include focusing on revenue-generating behaviors and understanding customer conversations.
Marketers use metrics to measure the effectiveness of social media marketing strategies by comparing results to specific objectives. Common metrics include reach, frequency, site stickiness, clickthroughs, sales conversions, and viewthroughs. Engagement metrics provide information about the quality of interactions with a brand rather than just the quantity. The DATA approach involves defining goals, assessing costs and potential value, tracking actual results, and adjusting strategies based on results. Calculating social media ROI requires assigning financial values to inputs and outcomes to measure profitability. Both direct and indirect benefits must be considered when assessing social media programs.
This document is a resume for Varun Sridhar. It summarizes his professional skills and experiences in marketing research and analytics. His skills include statistical analysis, marketing research, multivariate testing, and digital marketing. He has work experience analyzing sales data and marketing promotions for various companies. He also has experience running digital ad campaigns and evaluating international markets. His education includes a Master's degree in Global Marketing Management from Virginia Commonwealth University.
The document discusses using social media marketing as part of a multichannel marketing strategy for pharmaceutical companies. It outlines both the opportunities and challenges of using social media in the pharmaceutical space, providing examples of companies like Johnson & Johnson and Pfizer that have successfully leveraged social media. The document argues that while social media presents regulatory challenges, it also provides opportunities to engage customers and communities in meaningful two-way conversations if done properly.
This paper evaluates the effectiveness of banner advertising in strengthening brand relationships. It presents hypotheses that banners can communicate brand values and increase brand relevance/differentiation, thereby helping build brands. An experiment was conducted where respondents were exposed to no, banner-only, or banner+microsite stimuli of the Timex brand. Results showed that banners significantly improved perceptions of Timex's values and relevance/differentiation compared to no exposure. However, the microsite did not further improve perceptions over the banner alone. The study thus supports that banners can play a role in brand building.
Ml0016 advertising management and sales promotionsmumbahelp
This document provides information about an assignment for the subject "Advertising Management and Sales Promotion" for semester 4. It gives the subject code, semester, student ID, credits, and marks. It also provides the questions and evaluation scheme for the assignment. The questions cover topics like the impact of humor in advertisements, communication response hierarchy, the roles of media planners and buyers, direct marketing strengths and limitations, stereotyping in ads, and regulation of broadcast media advertising. Students are instructed to send their semester and specialization details to a provided email or call a phone number to get their fully solved assignments.
The role of search in a Multi Channel Marketing strategyNew Age Marketing
Stan Bilinski gave a presentation on the importance of search in developing an HCP multi-channel marketing strategy. He showed that doctors and patients extensively use search engines like Google to find health and medical information. Search has become doctors' primary online resource, especially on mobile. Bilinski advocated that pharmaceutical companies focus on inbound marketing through search to efficiently engage customers and drive them to online educational content and marketing channels.
Mk0016 advertising management and sales promotionsmumbahelp
This document provides information about an assignment for an MBA program. It gives the semester, subject code, credits, and marks. It also provides the questions and evaluation scheme for the assignment. There are 6 questions covering topics like the impact of humor in advertisements, communication response hierarchy, the roles of media planners and buyers, direct marketing, stereotyping in ads, and regulation of broadcast media advertising. Students are instructed to send their semester and specialization to get fully solved assignments or can call for emergency assistance.
This is the deck for a PRSA webinar on November 5th. You can access the actual webinar here: http://www.prsa.org/Learning/Archive/FreeWebinars/#.VkJzMWSrTUY
The document provides an overview of the research that will be conducted for a promotional campaign on a musical artist. It discusses that research will be done in the areas of topic research, audience research, existing product research, and production research over the next two weeks. It then goes into more detail about each type of research, including that audience research will involve creating and distributing a survey to gather information on the target demographic. The document also provides an analysis of the results of the survey, finding that the target audience of tweens and teens prefers a simpler billboard design with focus on layout and colors. Product research examines examples of album trailers and billboards to help inform the final design concepts.
Introduction to Vision One's Packprobe Packaging Research ToolVision One Research
PackProbe is an industry leading Pack testing tool from packaging design market research company Vision One Research (UK). It has a range of innovative features which are discussed here, including their Peripheral Vision test.
Comprehensive new research into social media usage, views and habits of Canadian consumers and public relations practitioners.
More than 1,500 Canadian social media users were surveyed.
Gee yee -arf 360 measurement workshop in chicagoTom Malkin
This document discusses how social media data can provide insights for brand planning and measurement. Case studies show how social media conversations about issues can help design strategies, monitor categories, and measure changes. Advanced natural language processing is used to quantify social media by subject, topic, and sentiment. Case studies on smartphones, pharmaceuticals, and Tropicana orange juice show how social media reveals consumer passions, product positioning trends, side effect relationships, and reactions to packaging changes. Social media is a directional data point that can help understand the "why" and "how it's said" from customers.
The document summarizes the results of a survey conducted to help determine the final major project idea. The survey included questions about the respondent's gender, age, preferences for adverts that show more than just promotion, and willingness to watch an advert about different lives wearing a certain brand. The results showed a balanced male to female audience, most respondents between 14-18 years old, a preference for adverts with more depth than just promotion, and overall willingness to watch the proposed advert idea even if not interested in the topic. The survey responses will help inform the creation of the final major project advert.
The study tested whether print ad copy affects brand recall and purchase intent (H1, H2, H3). 79 participants were randomly exposed to ads with or without copy and completed questionnaires. While 65.8% first noticed graphics, 51.9% eventually read the copy. Recall of the original ad was higher than the dummy ad, supporting that copy enhances recognition (H1). Purchase intent was higher for those exposed to copy (H2, H3). Managers should be careful not to overlook the importance of copy in ads.
Mediawave, social media monitoring & data analyticsDwi Wahyono
The document describes MediaWave, a social media monitoring and data analysis platform used by corporations and political organizations in Indonesia to track social media conversations, measure engagement, and analyze sentiment. The platform collects data from various social media sources using sophisticated algorithms, and provides analytics on key metrics like reach, share of voice, and net perception to give insights into public opinions. MediaWave also has a team that conducts qualitative analysis to provide strategic recommendations based on trends found in the quantitative social media data.
This presentation was given at ASBBS 20th International Conference.
The use of celebrities like actors, actresses, singers, athletes, beauty contestants, and socialites for the advertisement of cosmetics and beauty products are used as a strategic marketing tool for a long time. There is strong public interest associated with renowned personalities (Worraporn Pudchong, 2013) and their visual appearances strike strong trust and credibility to the product (Belch and Belch, 2007). They act as thought leaders or opinion leaders to influence the general public (Passornnun Anekthammakul, 2010).
SMEs (Small and Medium Enterprise) or SMEs began using this marketing strategy to grow their business. Researchers in this study have selected a product named SnailWhite to analyze the marketing and communication strategy. At an initial stage, the company was started as ODM (original equipment manufacturer) to produce various skin creams; subsequently, the company has taken an initiative to develop its product by bringing Snail Slime ingredients to create a selling point for their product in less than five years from its launch. The company grew with sales of over 100 million baht in the first period and had generated revenue of 90 million baht from 40 million baht by applying its unique marketing strategy of bringing more than 60 celebrities to its people. The company has received numerous applauds and awards like an award from the Cosmopolitan magazine in the field of "Best facial sheet mask" in Cosmo Kiss Beauty Awards 2015, the award of best products for health and beauty products in 2016, an annual Health, Wellness and Beauty Award 2015 (HWB Award 2015) in the field of Best of The Best Award and The Best Selling Natural Ingredient Moisture Cream Award organized by Watson Health and Beauty store. Thus, there is a need to study the strategies used in the famous marketing communications of SnailWhite, to learn business marketing tools from SnailWhite, which can act as a guide for various beauty products in the future.
The document discusses conducting a brand audit to evaluate an organization's communications materials and branding. A brand audit analyzes all existing communications against criteria for effective branding to assess strengths and weaknesses. It provides recommendations to improve consistency and ensure materials accurately reflect the organization's goals. The audit involves gathering perceptions internally and externally, reviewing the organization's history and competitors. It delivers a written analysis of evaluated materials and an overall branding strategy. Common results are a lack of consistency over time and materials being outdated from organizational changes. The audit is the first step to understand what messaging works and identifies opportunities to accurately represent the organization in the marketplace.
This document discusses upgrading a brand's messaging strategy to better address the needs of parents of children with autism. It identifies that note-taking, while useful, is currently seen as a passive activity, and recommends reframing it as active tracking that can empower parents. The strategy suggests educating parents on how tracking their child's behaviors can help solve issues and provide relief through content like videos, e-books and blogs. These materials would promote the benefits of using the Birdhouse application to track changes over time in a way that addresses the primary pain points of parents.
Pharma customer experience: A conversationCOUCH Health
Patients are no longer satisfied with simple product information. They want health information to support them in managing ailments and disease, as well as added value. In order to create a more beneficial experience for customers and patients, pharma must recognise their demands, and put their needs at the centre of what they do.
Listen in on a conversation discussion customer experience. Time to shift thinking?
Social media monitoring involves tracking, measuring, and evaluating an organization's social media initiatives. It has five steps: choosing focus areas, selecting target-rich platforms, identifying keywords, restricting or widening searches, and adjusting searches. Measurement assesses volume and sentiment of brand content on social media. Qualitative measurement assesses opinions and beliefs, while quantitative measures amount. Key performance indicators measure goals like dialogue, advocacy, customer support, and innovation. Tools like Radian6 help companies monitor and engage on social media. The future involves advances in monitoring techniques, metrics, and tools to analyze expanding social media data.
The Power of Promotional Products: Advertising Specialties Impressions Study. Copyright ASI (Advertising Specialty Institute) and "The Number That Matters" presented to BNI Embarcadero by Andy Foster.
This document is a resume for Varun Sridhar. It summarizes his professional skills and experiences in marketing research and analytics. His skills include statistical analysis, marketing research, multivariate testing, and digital marketing. He has work experience analyzing sales data and marketing promotions for various companies. He also has experience running digital ad campaigns and evaluating international markets. His education includes a Master's degree in Global Marketing Management from Virginia Commonwealth University.
The document discusses using social media marketing as part of a multichannel marketing strategy for pharmaceutical companies. It outlines both the opportunities and challenges of using social media in the pharmaceutical space, providing examples of companies like Johnson & Johnson and Pfizer that have successfully leveraged social media. The document argues that while social media presents regulatory challenges, it also provides opportunities to engage customers and communities in meaningful two-way conversations if done properly.
This paper evaluates the effectiveness of banner advertising in strengthening brand relationships. It presents hypotheses that banners can communicate brand values and increase brand relevance/differentiation, thereby helping build brands. An experiment was conducted where respondents were exposed to no, banner-only, or banner+microsite stimuli of the Timex brand. Results showed that banners significantly improved perceptions of Timex's values and relevance/differentiation compared to no exposure. However, the microsite did not further improve perceptions over the banner alone. The study thus supports that banners can play a role in brand building.
Ml0016 advertising management and sales promotionsmumbahelp
This document provides information about an assignment for the subject "Advertising Management and Sales Promotion" for semester 4. It gives the subject code, semester, student ID, credits, and marks. It also provides the questions and evaluation scheme for the assignment. The questions cover topics like the impact of humor in advertisements, communication response hierarchy, the roles of media planners and buyers, direct marketing strengths and limitations, stereotyping in ads, and regulation of broadcast media advertising. Students are instructed to send their semester and specialization details to a provided email or call a phone number to get their fully solved assignments.
The role of search in a Multi Channel Marketing strategyNew Age Marketing
Stan Bilinski gave a presentation on the importance of search in developing an HCP multi-channel marketing strategy. He showed that doctors and patients extensively use search engines like Google to find health and medical information. Search has become doctors' primary online resource, especially on mobile. Bilinski advocated that pharmaceutical companies focus on inbound marketing through search to efficiently engage customers and drive them to online educational content and marketing channels.
Mk0016 advertising management and sales promotionsmumbahelp
This document provides information about an assignment for an MBA program. It gives the semester, subject code, credits, and marks. It also provides the questions and evaluation scheme for the assignment. There are 6 questions covering topics like the impact of humor in advertisements, communication response hierarchy, the roles of media planners and buyers, direct marketing, stereotyping in ads, and regulation of broadcast media advertising. Students are instructed to send their semester and specialization to get fully solved assignments or can call for emergency assistance.
This is the deck for a PRSA webinar on November 5th. You can access the actual webinar here: http://www.prsa.org/Learning/Archive/FreeWebinars/#.VkJzMWSrTUY
The document provides an overview of the research that will be conducted for a promotional campaign on a musical artist. It discusses that research will be done in the areas of topic research, audience research, existing product research, and production research over the next two weeks. It then goes into more detail about each type of research, including that audience research will involve creating and distributing a survey to gather information on the target demographic. The document also provides an analysis of the results of the survey, finding that the target audience of tweens and teens prefers a simpler billboard design with focus on layout and colors. Product research examines examples of album trailers and billboards to help inform the final design concepts.
Introduction to Vision One's Packprobe Packaging Research ToolVision One Research
PackProbe is an industry leading Pack testing tool from packaging design market research company Vision One Research (UK). It has a range of innovative features which are discussed here, including their Peripheral Vision test.
Comprehensive new research into social media usage, views and habits of Canadian consumers and public relations practitioners.
More than 1,500 Canadian social media users were surveyed.
Gee yee -arf 360 measurement workshop in chicagoTom Malkin
This document discusses how social media data can provide insights for brand planning and measurement. Case studies show how social media conversations about issues can help design strategies, monitor categories, and measure changes. Advanced natural language processing is used to quantify social media by subject, topic, and sentiment. Case studies on smartphones, pharmaceuticals, and Tropicana orange juice show how social media reveals consumer passions, product positioning trends, side effect relationships, and reactions to packaging changes. Social media is a directional data point that can help understand the "why" and "how it's said" from customers.
The document summarizes the results of a survey conducted to help determine the final major project idea. The survey included questions about the respondent's gender, age, preferences for adverts that show more than just promotion, and willingness to watch an advert about different lives wearing a certain brand. The results showed a balanced male to female audience, most respondents between 14-18 years old, a preference for adverts with more depth than just promotion, and overall willingness to watch the proposed advert idea even if not interested in the topic. The survey responses will help inform the creation of the final major project advert.
The study tested whether print ad copy affects brand recall and purchase intent (H1, H2, H3). 79 participants were randomly exposed to ads with or without copy and completed questionnaires. While 65.8% first noticed graphics, 51.9% eventually read the copy. Recall of the original ad was higher than the dummy ad, supporting that copy enhances recognition (H1). Purchase intent was higher for those exposed to copy (H2, H3). Managers should be careful not to overlook the importance of copy in ads.
Mediawave, social media monitoring & data analyticsDwi Wahyono
The document describes MediaWave, a social media monitoring and data analysis platform used by corporations and political organizations in Indonesia to track social media conversations, measure engagement, and analyze sentiment. The platform collects data from various social media sources using sophisticated algorithms, and provides analytics on key metrics like reach, share of voice, and net perception to give insights into public opinions. MediaWave also has a team that conducts qualitative analysis to provide strategic recommendations based on trends found in the quantitative social media data.
This presentation was given at ASBBS 20th International Conference.
The use of celebrities like actors, actresses, singers, athletes, beauty contestants, and socialites for the advertisement of cosmetics and beauty products are used as a strategic marketing tool for a long time. There is strong public interest associated with renowned personalities (Worraporn Pudchong, 2013) and their visual appearances strike strong trust and credibility to the product (Belch and Belch, 2007). They act as thought leaders or opinion leaders to influence the general public (Passornnun Anekthammakul, 2010).
SMEs (Small and Medium Enterprise) or SMEs began using this marketing strategy to grow their business. Researchers in this study have selected a product named SnailWhite to analyze the marketing and communication strategy. At an initial stage, the company was started as ODM (original equipment manufacturer) to produce various skin creams; subsequently, the company has taken an initiative to develop its product by bringing Snail Slime ingredients to create a selling point for their product in less than five years from its launch. The company grew with sales of over 100 million baht in the first period and had generated revenue of 90 million baht from 40 million baht by applying its unique marketing strategy of bringing more than 60 celebrities to its people. The company has received numerous applauds and awards like an award from the Cosmopolitan magazine in the field of "Best facial sheet mask" in Cosmo Kiss Beauty Awards 2015, the award of best products for health and beauty products in 2016, an annual Health, Wellness and Beauty Award 2015 (HWB Award 2015) in the field of Best of The Best Award and The Best Selling Natural Ingredient Moisture Cream Award organized by Watson Health and Beauty store. Thus, there is a need to study the strategies used in the famous marketing communications of SnailWhite, to learn business marketing tools from SnailWhite, which can act as a guide for various beauty products in the future.
The document discusses conducting a brand audit to evaluate an organization's communications materials and branding. A brand audit analyzes all existing communications against criteria for effective branding to assess strengths and weaknesses. It provides recommendations to improve consistency and ensure materials accurately reflect the organization's goals. The audit involves gathering perceptions internally and externally, reviewing the organization's history and competitors. It delivers a written analysis of evaluated materials and an overall branding strategy. Common results are a lack of consistency over time and materials being outdated from organizational changes. The audit is the first step to understand what messaging works and identifies opportunities to accurately represent the organization in the marketplace.
This document discusses upgrading a brand's messaging strategy to better address the needs of parents of children with autism. It identifies that note-taking, while useful, is currently seen as a passive activity, and recommends reframing it as active tracking that can empower parents. The strategy suggests educating parents on how tracking their child's behaviors can help solve issues and provide relief through content like videos, e-books and blogs. These materials would promote the benefits of using the Birdhouse application to track changes over time in a way that addresses the primary pain points of parents.
Pharma customer experience: A conversationCOUCH Health
Patients are no longer satisfied with simple product information. They want health information to support them in managing ailments and disease, as well as added value. In order to create a more beneficial experience for customers and patients, pharma must recognise their demands, and put their needs at the centre of what they do.
Listen in on a conversation discussion customer experience. Time to shift thinking?
Social media monitoring involves tracking, measuring, and evaluating an organization's social media initiatives. It has five steps: choosing focus areas, selecting target-rich platforms, identifying keywords, restricting or widening searches, and adjusting searches. Measurement assesses volume and sentiment of brand content on social media. Qualitative measurement assesses opinions and beliefs, while quantitative measures amount. Key performance indicators measure goals like dialogue, advocacy, customer support, and innovation. Tools like Radian6 help companies monitor and engage on social media. The future involves advances in monitoring techniques, metrics, and tools to analyze expanding social media data.
The Power of Promotional Products: Advertising Specialties Impressions Study. Copyright ASI (Advertising Specialty Institute) and "The Number That Matters" presented to BNI Embarcadero by Andy Foster.
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
Evaluating Social Marketing in the Context of Financial Literacy and Educatio...craig lefebvre
Presentation as part of the "Evaluating Social Marketing, including Media Campaigns and Soaps" panel at The World Bank and OECD Workshop on Measuring Financial Capability and the Effectiveness of Financial Education. Washington, DC 12-13 November 2009.
Gratification of new media in marketing a productsaurav kishor
Saurav Kishor submitted a dissertation on "Gratification of new media while marketing a new product" to Manipal University, Bangalore Campus in partial fulfillment of the requirements for a Bachelor of Journalism and Mass Communication degree. The dissertation was approved by the guide and director as it satisfied the academic requirements. Saurav conducted original research and analysis under the guidance of Dr. Nandini Lakshmikanta on how social media can be used effectively to market new products.
IMC 611: Marketing Research and Analysis Final Project Colin Haas
This final project was to find a research piece and break it down into a presentation that included usage of notes section to give direction to the presenter. The presentation is based off a Forrester 2013 report on engaged social followers are your best customers.
The document discusses the effect of social media advertisements on buyer intentions. It proposes researching the impact of social media ads on business students in Lahore, Pakistan. A literature review found that social media allows marketers to identify customer needs and helps people make purchase decisions. The study will test the hypothesis that social media ads positively impact buyer intentions. A questionnaire will be used to collect data from 384 randomly sampled students, which will be analyzed using SPSS regression to determine the relationship between social media advertising and purchase intentions.
The Impact of Social Media Marketing on Consumer Behavior: A Comparative StudyAdityaKumar565318
The dissertation project titled "The Impact of Social Media Marketing on Consumer Behavior" aims to investigate the influence of social media marketing strategies on consumer behavior. The project utilizes both quantitative and qualitative research methods to gain comprehensive insights into this dynamic field.
The project begins with an introduction that provides an overview of social media marketing and its growing significance in the digital landscape. It highlights the evolution of social media platforms and their impact on marketing practices. The research problem is defined, focusing on the need to understand how social media marketing affects consumer behavior in order to develop effective marketing strategies.
The research objectives of the project are then outlined, which include examining the relationship between social media marketing and consumer attitudes, perceptions, and purchase decisions. The project also aims to explore the role of various elements within social media marketing, such as influencer endorsements, user-generated content, and direct consumer engagement.
The methodology section explains the research approach and data collection methods employed in the project. It includes survey questionnaires and interviews conducted with a sample of participants to gather both quantitative and qualitative data. The data analysis techniques used in the project are also described.
The findings of the project indicate that social media marketing predominantly has a positive impact on consumer behavior. Participants expressed positive perceptions towards social media marketing efforts, highlighting their influence on attitudes, perceptions, and purchase decisions. The project also identified the importance of factors such as influencer endorsements and direct consumer engagement in shaping consumer behavior.
Based on the research outcomes, the project concludes that social media marketing plays a significant role in connecting with consumers, influencing their behavior, and building strong brand-consumer relationships. The project provides practical implications for businesses to leverage social media platforms effectively in order to drive consumer engagement, loyalty, and purchase behavior.
Overall, this dissertation project contributes to the existing knowledge on the impact of social media marketing on consumer behavior. It underscores the importance of understanding consumer attitudes and preferences in order to develop targeted and engaging social media marketing strategies that align with consumer needs and interests.
5 ways you can influence consumer purchasing decisionsManish Bhuradiya
The document discusses 5 ways to influence consumer purchasing decisions through social media:
1) Change social conversations to engage fully with your existing audience rather than just marketing to them.
2) Appeal to millennials by creating mobile-friendly content that fits their needs and being authentic.
3) Engage customers both online and offline by understanding your emotional connection with consumers.
4) Start authentic Facebook conversations by being personable rather than pitching products.
5) Be available at all times by responding to customer concerns on social media within 60 minutes, even nights and weekends.
This document provides an instructor's manual for a chapter on social, mobile, and local marketing. It outlines key teaching objectives such as explaining the differences between traditional online marketing and new social-mobile-local platforms. It also summarizes the capabilities and key elements of social marketing platforms like Facebook, Twitter, and Pinterest, as well as mobile marketing campaigns and location-based local marketing. The manual provides guidance on teaching concepts, discussing cases, and answering student questions to help them understand these emerging areas of digital marketing.
This document provides a project report on research methodology for comparing the Apple and Samsung smartphone brands. It includes an introduction outlining the purpose and structure of the report. The structure section lists topics that will be covered such as objectives, literature review, data collection methods, data analysis methods, and conclusions. The objectives are to understand student preferences and the role of brand equity and identity in smartphone preferences. Both primary data collection through questionnaires and secondary data collection through literature are discussed. The report will analyze the data to understand brand loyalty, awareness, and identity between the two brands.
This document discusses social influence marketing and the relationships between brands, influencers, and fans. It provides research findings from a study of over 1,000 fans and 780 influencers. Key insights from the research include the importance of reach, relevance, resonance, and relationships between brands and influencers. Additionally, the relationship between influencers and their fans must be understood to ensure fans' needs are being met. Factors like reliability of information, rewards for fans, and rapport between influencers and fans influence the effectiveness of social influence marketing campaigns. The document emphasizes that successful campaigns require understanding all parties in the brand-influencer-fan connection.
The document discusses a study on the relationship between brand awareness and customer engagement. It reviews several research papers on topics like the impact of brand awareness and loyalty on purchase intentions and brand equity. The study aims to examine the factors influencing brand awareness and the influence of brand awareness on customer engagement. It finds that key factors like advertising, target marketing, and social media marketing can create brand awareness. A statistical analysis of the data found a significant positive relationship between brand awareness and customer engagement, with advertising having the strongest influence. The study concludes that brand awareness leads to increased customer engagement and better brand equity for companies.
This document discusses several topics related to understanding consumer behavior and targeting markets. It explains that studying consumer behavior can help businesses understand risks and reduce them by learning why consumers act the way they do. Understanding consumer behavior also helps businesses be more consumer-oriented and choose appropriate resources. The document also outlines the four steps to defining target markets: identifying unmet needs, market segmentation, choosing specific markets, and product positioning. Finally, it discusses tools like security cameras that can provide insights into consumer behavior in stores.
Social media marketing refers to promoting brands or products on social media platforms. It aims to create engaging content that attracts users' attention and encourages sharing with their networks. This allows corporate messages to spread virally from user to user, gaining trust and exposure. Key benefits include building brand awareness, establishing trust through online relationships, and increasing website traffic and search engine optimization through shared links. However, social media marketing also faces challenges like generating consistent content, demonstrating return on investment, and integrating interactions into customer relationship management.
Running head; EVALUATING A QUALITATIVE STUDYEVALUATING A QUALITA.docxjeffsrosalyn
Running head; EVALUATING A QUALITATIVE STUDY
EVALUATING A QUALITATIVE STUDY 9
Evaluating a Qualitative Study
Name
Institutional Affiliation
Date
Evaluating a Qualitative Study
The authors conducted a study the effects of social media advertising on customer’s perception, motivation and purchase. The authors conducted the study based on the rational that current, the world is digitized and modern everyone is engaged and attached to the internet. As a result, organizations can use social media to advertise their products and services. Besides social media advertising attracts customers and organizations can use it a medium for advertising which provides them with advanced ways for businesses to obtain existing and potential customers through reviews as opposed to traditional; ways of using methods such as television and radio. Furthermore, the authors argue that using social media platforms is affordable when compared to other channels. Likewise, social media marketing influences customers, perceptions, purchase intention and motivation. The authors conducted the study to determine the effects of social media advertising on a consumers purchase intention while considers factors such as perception variables and mediation
The study is important as it provides organizations with an idea on how factors such as customer motivation, perception and purchase intention influences consumer purchase. The study also draws a model that will demonstrate the link that exists between consumer purchases and the use of social media as an advertising tool, while understanding consumer purchase decisions that enables them adopt to those brands and services that are advertised through social media. Besides, the study is important because it provides a step towards understanding consumers purchase intentions to some brands while advertising through social media.
The authors have provided a thorough literature review as they provide some of the sentiments of past studies on social media advertising and study variables. For instance, one past research indicates that the market for smart phones is increasing daily, the researcher estimate that there will be roughly 5 billion Smartphone users by the year 2020.As a result, social media marketing will play a critical role in advertising for organizations. Further, after the introduction of Smartphone touch in the year 2007, there is an upsurge of Smartphone usage globally. Furthermore, statistics conducted by Google play store and Apple indicate that more than 135 billion apps are downloaded through smart phones and the number is bound to increase in the near future. Also, users spend most of their time in social media platforms.
The author also provides a definition of customer perception. They define it a marketing concept that creates awareness consciousness and impression on a customer about an organization’s products and services. Customer’s perception is influenced by review, advertising, public relations .
Social Media Marketing and the changes it is bringing in IMCGaurav Mehrotra
The document summarizes the results of surveys conducted with companies and users regarding social media marketing. The company survey found that most use Facebook and their primary goals are brand awareness and customer engagement. Companies face challenges with content creation and measurement. Most have social media teams and post daily. The user survey found that product learning and entertainment were most effective at keeping users engaged. Product learning and collaboration were best at attracting users. [END SUMMARY]
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A Study on Consumers' Perceptions and Their Responses in Facebook Marketing
1. A Study on Consumers'
Perceptions &
Their Responses in
Facebook Marketing
A Graduate Research Report
Presentation Submitted to
ACE Institute of
Management
Pokhara University
Submitted for the degree of
Master of Business
Administration (MBA)
Submitted by:
Mr. Bidur Raj Joshi
5/11/2013
1
Consumers' Perceptions & Their
Responses in Facebook Marketing
2. Objectives
To understand about how consumer perceives
Facebook when used as a marketing platform
and their perception towards advertising on it.
To examine the effectiveness of Facebook for
marketing.
If Facebook Marketing increase awareness about the
product or services
If Facebook marketing help to increase the credibility of
the brand / business that advertises.
If Facebook Marketing impact on consumer purchasing
intention
5/11/20132 Consumers' Perceptions & Their Responses in Facebook Marketing
3. Objectives
To explore the factors that influence Facebook users to
become followers of brands/ business or act as
endorsers.
To find out what type of marketing is viewed as eye-
catching by consumers and will it influence their
purchasing intention after seeing marketing message on
Facebook.
5/11/20133 Consumers' Perceptions & Their Responses in Facebook Marketing
4. Significance of the study
The results of this study will greatly impact integrated
marketing communication plans in all industries.
This will directly affect
college curricula,
workshops,
public relations,
advertising and marketing agencies, and
public relations,
advertising and marketing departments.
A greater understanding of these perceptions and
consumer response will lead to improvement of
advertising planning and marketing decisions.
5/11/20134 Consumers' Perceptions & Their Responses in Facebook Marketing
5. Limitations of the study
Time Frame
Sample size limitation
Geography
Generalisability
New Technology
5/11/20135 Consumers' Perceptions & Their Responses in Facebook Marketing
7. Research Gap
5/11/2013Consumers' Perceptions & Their Responses in Facebook Marketing7
Facebook Marketing is still very recent
phenomena it is hard to know how to use them
effectively.
Limited research has been done on consumer
perception and response to such marketing
techniques.
Therefore, there is a need of study on Facebook
Marketing from consumers’ point of view.
9. RESEARCH METHODOLOGY
5/11/2013Consumers' Perceptions & Their Responses in Facebook Marketing9
Analysis Plan
SPSS and Excel were used
Test Conducted
Cross Tabulation
χ2 test of independence
Paired Samples T- Test
One-way analysis of variance (ANOVA)
Correlations among multiple variables
Paired Samples Correlations
Tukey's HSD Post-hoc test
10. Summary of Major Findings
5/11/2013Consumers' Perceptions & Their Responses in Facebook Marketing10
want companies to use Facebook for marketing.
are aware of Facebook Advertisement but do pay
attention to advertising on Facebook
Facebook users do use Facebook for commercial
activities like searching for information about
company and products or services.
share links or act as endorsers by share links or giving
comment/feedbacks on Facebook about products or
services if it is interesting.
consumers are more inclined to spread contents which
are informative, funny, entertaining or interesting.
11. Summary of Findings
5/11/2013Consumers' Perceptions & Their Responses in Facebook Marketing11
““Information gained” is the most important factor
when they join any Facebook group or become Fan of
Facebook page of any Brand or services.
do not changes the credibility of the Brand or company
that advertises
Negative WOM in Facebook has a stronger influence
on consumer perception and behavior than positive
communication.
Even though Facebook marketing significantly
increases the awareness of consumers but does not
have a significant impact on consumer purchasing
decisions in both high involvement product and low
involvement products.
12. Conclusions
5/11/2013Consumers' Perceptions & Their Responses in Facebook Marketing12
Facebook provides many ways for marketing but it
has its limitations.
It doesn’t provide a fast track to purchase decisions.
With careful planning and some common sense it
can be put into effective use.
the content is the key- entertaining, informative or
otherwise attractive
The direct advertisements shouldn’t be the primary
reason for going into Facebook.
13. Recommendation and scope for future research
5/11/2013Consumers' Perceptions & Their Responses in Facebook Marketing13
Increase sample size and conduct probability
sampling
Explore relationship between demographics and
consumer perception and response
Develop real-time campaigns to measure
effectiveness
Conduct research data collection informal, proper
settings
The main objective of the research is to gain an insight into the consumers’ perceptions and response towards Facebook Marketing like;To understand about how consumer perceives Social Media like Facebook when used as a marketing platform and their perception towards advertising on it.To examine the effectiveness Facebook for marketing.If Facebook Marketing increase awareness about the product or servicesIf Facebook marketing help to increase the credibility of the brand / business that advertises.If Facebook Marketing impact on consumer purchasing intention
To explore the factors that influence Facebook users to become followers of brands/ business or act as endorsers. A quantitative study about the consumer habits of a randomly selected group of respondents answer questions based on theory presented in this thesis and conclusions will be drawn from the survey analysis. In addition aspects of how effective a platform it is for a company to attract more customers will be covered. This study will go in detail about what type of marketing is viewed as eye-catching by consumers and will it influence their purchasing intention after seeing marketing message on Facebook.
Significance of the studyUnderstanding social media and how marketing is perceived on social media like Facebook is an important area of research for academics and marketers. The results of this study will greatly impact integrated marketing communication plans and all industries. If this study finds that customers favor business that use social media tools, organizations will need to hire social media specialists. This will directly affect college curricula, workshops, public relations, advertising and marketing agencies, and internal public relations, advertising and marketing departments. Social media will become a new channel to disseminate messages to segmented audiences and public relations practitioners will need to become experts on how to harness the power of social media. This study will be also beneficial to advertisers. The rapid adoption of online social networking, these sites could potentially be a very effective medium to engage the target market. This study seeks to provide evidence that advertising in the online social environment like Facebook is perceived differently to advertising on other type of internet sites and traditional media. A greater understanding of these perceptions and consumer response will lead to improvement of advertising planning decisions.
Limitations of the studyThere are a number of limitations within this study.Time FrameThe research was prepared within the time period of three months. Sample size limitation Due to time and resource constraint, the total sample sizes of 300 respondents were used. GeographyThe participants in this study are all residents of the Kathmandu area, and as such are not representative of all Facebook uses living in Nepal.GeneralisabilityOwing to the exploratory nature of the study and the small sample size the findings of the study cannot be generalized. New Technology The online Social networking world is incredibly dynamic in nature and today’s experiences and perceptions may be superseded by new technology. Therefore, the findings represent the current technological environment.Despite the limitations listed above, this study will provide an insight into the consumers’ perceptions and response towards Facebook Marketing. These insights will be of benefit to marketers or advertisers who are seeking to engage with consumers in the online environment.
Facebook is a great medium for reaching target customers in a personal way which encourages their feedback, sharing of information, and a positive affiliation with brand or businesses. In the above framework, the research talked about four independent variable of Facebook marketing and they are as follows.Facebook PostFacebook Page / GroupDirect AdvertisementSocial Media WOMFacebook empowers Facebook user to share information (WOM) they “like” with people they know. The average person on Facebook has around 130 friends, this means that anything the average person comments on or “likes” is automatically shared with their 130 friends. If one, two, three or more of their friends comments on or “likes” this information then it is shared with their 130, 260, 410 or “numerous “friends, respectfully. It is easy to see the potential for going viral and increasing brand awareness by using Facebook to Market one’s product or services. Additionally, it should be noted that people who have been referred (WOM) by a friends to a product, service or brand are more likely to make a positive affiliation (awareness and credibility) with the brand, share the information with another friends and ultimately impact on purchasing intention/ decision. A stimulus, such as Facebook advertisement of a particular brand, has an effect on a consumer’s belief system which in turn influences and leads to the consumer developing a specific attitude towards the advertised brand. The attitude which a consumer has with regards to a brand has an impact on a consumer’s intention to purchase the brand offering.Uses and Gratification Theory.According to Katz, Blumler and Gurevitch (1974), the uses and gratifications theory is based on the assumption that (1) the audience is active, (2) the media choice lies with the audience member, (3) all mediums compete with other sources of need/goal fulfillment, (4) mass media goals can be found in the message of the source, and (5) cultural value judgments should be not be taken into consideration as the audience explores their own opinions. The “uses and gratification” theory provides important insight into why Facebook is so widely used. As an audience-based theory, uses and gratification hypothesizes that different consumers use the same media messages for different purposes, depending on their individual needs and goalsBy directly applying these assumptions to mass media in terms of the social networking sites (specifically Facebook), a few customized observations can be made. First, the average Facebook user is active, as he or she has willingly created an account, and is a member of the site. Next, the user chose Facebook as a means to fulfill his or her wants and goals over other sources. Essentially, the Facebook user came to the site for a unique purpose. This can include the need to connect interpersonally as well as the want to promote a business or product (i.e. advertising). In order to understand the perspective of a potential consumer, it is essential to study why Facebook users visit the site in the first place. The uses and gratification theory is a reminder that these needs are customized for each person, and therefore cannot be generalized to an entire population. However, meaningful information can be developed covering smaller populations with common characteristics. For the purpose of this study, the researcher selected the subjects from different age groups who are already Facebook users, having joined the site for their own specific reasons.
Facebook marketing is potentially a very valuable marketing tool but given that it is still very recent phenomena it is hard to know how to use them effectively. Limited research has been done on consumer perception and response to such marketing techniques. A successful marketing strategy is one that is effective in attracting, satisfying and retaining target consumers. Hence, there is a need to draw the connection between any form of marketing technique and its impact on consumer perception and behavior in order to evaluate its market effectiveness. While it is rather undisputable that Facebook Marketing is effective in reaching out to potential consumers, it remains a question of how well consumer receptivity is to this new form of marketing. Therefore, the researcher felt that there is a need of study on Facebook Marketing from consumers’ point of view.
Nowadays people from all demographics have the possibility to get online and get around the internet. When more and more people often are online, it of course offers the online marketers the possibility to reach a broader scale of different segments of the demographic prosperity. The online population here is defined as all the users in Nepal who use internet. In the statistic record of SocialBakers.com (2011), there are around 2.4 million online populations in Nepal. Currently, there are 1,924,220 Facebook users in Nepal which grew by more than 519,560 in the last 6 months. (Nepal Facebook Statistics, 2011)In December 2011, Facebook.com statistic shows that the largest age group was 15-24 with total of 1,143,940 users, followed by the users in the age of 25-34 with total of 532,760 users.
Summary of FindingsThe Summary of the main findings of this research are as below in accordance with the ten hypotheses.H11 revels that Facebook users want companies to use Facebook for marketing. H101 revels that there is significant difference between Facebook users from different age groups on the level of acceptance of companies or organization should use Facebook for Marketing. This finding will be vital for marketers to perform further research on how Facebook tools can give voice to any brand, business or organization to join the conversation with Facebook users. Companies that are not using Facebook are missing out on this opportunity to send their messages through additional channels. But it doesn’t mean that they should use Facebook just because everyone else is using it. Use it because customers are there to readily receive messages.H21 shows that Facebook Users are aware of Facebook Advertisement. And H2a0 revelsthat there is no significant difference between Facebook users from different age groups on the level of aware of Facebook Advertisement. H31 revels that Facebook users do pay attention to advertising on Facebook. H3a1 revelsthat there is significant difference between Facebook users from different age groups on the level of pay attention to advertising on Facebook. Hence, it is statistically proved that Facebook marketing is potentially a very valuable marketing tool. It can bring about benefits to marketers with its advantages such as low cost, high reach, high credibility, accountability, fast speed, ease of usage and ability to reach a large audience.H41 shows that Facebook users do use Facebook for commercial activities like searching for information about company and products or services. They do share links on Facebook about products or services if it is interesting but, only few peoples are interested on clicking Facebook advertisements. They also act as endorsers by share links or giving comment/feedbacks on Facebook about products or services if it is interesting. There are numerous ways to get your message delivered and spread but the content is the key. It may be entertaining, informative or otherwise attractive. Marketers have to find the means to harness the possibilities that lie in Facebook, since the possibilities can be utilized with so cost efficiently.H51 shows the important factors for Facebook users when they join any Facebook group or become Fan of Facebook page of any Brand or services. As the researcher predicted five important factors, “Information gained” is the most important factor in compared to other factors, followed by “Entertainment value”, “honesty of the source “Stay up-to-date” and “interact with source” respectively. Therefore, it is concluded that all of the above factor are important for Facebook users when Facebook Users “join” a group or “like” on Facebook page.Above mention five hypotheses explained how the consumer perceives Facebook as a marketing platform. And further hypotheses were tested to find the effectiveness Facebook for marketing.The rejection of H60 revels that Facebook Marketing do not changes the credibility of the Brand or company that advertises. This finding may seems obvious that only marketing in Facebook doesn’t change the perception and credibility of the Brand or company that advertises since there are other considerable factor involve in Brand perception and building brand equity. When a business has a strong presence on Facebook, it could be a part of the conversations among the users and they have access to the most powerful kind of word-of-mouth marketing. There is nothing like word-of-mouth (WOM) to take the business to the next level. In this study, H71 affirms the point that negative WOM in Facebook has a stronger influence on consumer perception and behavior than positive communication. This means that marketers should be cautious of negative feedback which is taking place regarding their product or services. Marketers need to devise counter strategies to avoid the feedbacks from snowballing. They should be clear with their objectives and choose a proper way to deliver their brand with effective communication to their prospective customer. Therefore, businesses need to be very careful of what they do, and of what they say, and whom they say it to. People are going to talk and gossip and complain about their products and services. Business may not have control over these conversations, but if they have a social media strategy and can get comfortable with some basic tools and tactics, they can use social media to their advantage. Business can have considerable influence, and influence is the foundation of successful relationship with their customers, employees, vendors, family, and friends.H81 revels that Facebook Marketing significantly increases the awareness about the product and services. This means that Facebook is a very attractive channel for marketers to increase the awareness of their brand and product. This is the right tool for them to establish their brand presence among their target consumers. The rejection of H90 revels that there is no significant impact on consumer purchasing decisions in both high involvement product and low involvement products. Even though Facebook marketing significantly increases the awareness of consumers but does not have a significant impact on consumer purchasing decisions. This finding will be vital for marketers to perform further research on how Facebook Marketing can lead to actual purchase behavior in order for it to result in higher revenue for the company.Lastly, H101 shows the motivators behind consumers in wanting to become “influential” and spread messages to friends and family. The results conclude that monetary incentive is not the top motivator. In general, consumers are more inclined to spread contents which are informative, funny, entertaining or interesting. Companies might take this into consideration in their marketing plan and if Facebook Marketing is employed as one of the strategies, they might adapt the advertisement or message and add a humorous touch to it.These hypotheses findings are the primary findings of this research paper. Other insights are generated from quantitative research methods in gaining a fundamental understanding into the topic of consumer perception and response towards Facebook Marketing.
Summary of FindingsThe Summary of the main findings of this research are as below in accordance with the ten hypotheses.H11 revels that Facebook users want companies to use Facebook for marketing. H101 revels that there is significant difference between Facebook users from different age groups on the level of acceptance of companies or organization should use Facebook for Marketing. This finding will be vital for marketers to perform further research on how Facebook tools can give voice to any brand, business or organization to join the conversation with Facebook users. Companies that are not using Facebook are missing out on this opportunity to send their messages through additional channels. But it doesn’t mean that they should use Facebook just because everyone else is using it. Use it because customers are there to readily receive messages.H21 shows that Facebook Users are aware of Facebook Advertisement. And H2a0 revelsthat there is no significant difference between Facebook users from different age groups on the level of aware of Facebook Advertisement. H31 revels that Facebook users do pay attention to advertising on Facebook. H3a1 revelsthat there is significant difference between Facebook users from different age groups on the level of pay attention to advertising on Facebook. Hence, it is statistically proved that Facebook marketing is potentially a very valuable marketing tool. It can bring about benefits to marketers with its advantages such as low cost, high reach, high credibility, accountability, fast speed, ease of usage and ability to reach a large audience.H41 shows that Facebook users do use Facebook for commercial activities like searching for information about company and products or services. They do share links on Facebook about products or services if it is interesting but, only few peoples are interested on clicking Facebook advertisements. They also act as endorsers by share links or giving comment/feedbacks on Facebook about products or services if it is interesting. There are numerous ways to get your message delivered and spread but the content is the key. It may be entertaining, informative or otherwise attractive. Marketers have to find the means to harness the possibilities that lie in Facebook, since the possibilities can be utilized with so cost efficiently.H51 shows the important factors for Facebook users when they join any Facebook group or become Fan of Facebook page of any Brand or services. As the researcher predicted five important factors, “Information gained” is the most important factor in compared to other factors, followed by “Entertainment value”, “honesty of the source “Stay up-to-date” and “interact with source” respectively. Therefore, it is concluded that all of the above factor are important for Facebook users when Facebook Users “join” a group or “like” on Facebook page.Above mention five hypotheses explained how the consumer perceives Facebook as a marketing platform. And further hypotheses were tested to find the effectiveness Facebook for marketing.The rejection of H60 revels that Facebook Marketing do not changes the credibility of the Brand or company that advertises. This finding may seems obvious that only marketing in Facebook doesn’t change the perception and credibility of the Brand or company that advertises since there are other considerable factor involve in Brand perception and building brand equity. When a business has a strong presence on Facebook, it could be a part of the conversations among the users and they have access to the most powerful kind of word-of-mouth marketing. There is nothing like word-of-mouth (WOM) to take the business to the next level. In this study, H71 affirms the point that negative WOM in Facebook has a stronger influence on consumer perception and behavior than positive communication. This means that marketers should be cautious of negative feedback which is taking place regarding their product or services. Marketers need to devise counter strategies to avoid the feedbacks from snowballing. They should be clear with their objectives and choose a proper way to deliver their brand with effective communication to their prospective customer. Therefore, businesses need to be very careful of what they do, and of what they say, and whom they say it to. People are going to talk and gossip and complain about their products and services. Business may not have control over these conversations, but if they have a social media strategy and can get comfortable with some basic tools and tactics, they can use social media to their advantage. Business can have considerable influence, and influence is the foundation of successful relationship with their customers, employees, vendors, family, and friends.H81 revels that Facebook Marketing significantly increases the awareness about the product and services. This means that Facebook is a very attractive channel for marketers to increase the awareness of their brand and product. This is the right tool for them to establish their brand presence among their target consumers. The rejection of H90 revels that there is no significant impact on consumer purchasing decisions in both high involvement product and low involvement products. Even though Facebook marketing significantly increases the awareness of consumers but does not have a significant impact on consumer purchasing decisions. This finding will be vital for marketers to perform further research on how Facebook Marketing can lead to actual purchase behavior in order for it to result in higher revenue for the company.Lastly, H101 shows the motivators behind consumers in wanting to become “influential” and spread messages to friends and family. The results conclude that monetary incentive is not the top motivator. In general, consumers are more inclined to spread contents which are informative, funny, entertaining or interesting. Companies might take this into consideration in their marketing plan and if Facebook Marketing is employed as one of the strategies, they might adapt the advertisement or message and add a humorous touch to it.These hypotheses findings are the primary findings of this research paper. Other insights are generated from quantitative research methods in gaining a fundamental understanding into the topic of consumer perception and response towards Facebook Marketing.
Summary of FindingsThe Summary of the main findings of this research are as below in accordance with the ten hypotheses.H11 revels that Facebook users want companies to use Facebook for marketing. H101 revels that there is significant difference between Facebook users from different age groups on the level of acceptance of companies or organization should use Facebook for Marketing. This finding will be vital for marketers to perform further research on how Facebook tools can give voice to any brand, business or organization to join the conversation with Facebook users. Companies that are not using Facebook are missing out on this opportunity to send their messages through additional channels. But it doesn’t mean that they should use Facebook just because everyone else is using it. Use it because customers are there to readily receive messages.H21 shows that Facebook Users are aware of Facebook Advertisement. And H2a0 revelsthat there is no significant difference between Facebook users from different age groups on the level of aware of Facebook Advertisement. H31 revels that Facebook users do pay attention to advertising on Facebook. H3a1 revelsthat there is significant difference between Facebook users from different age groups on the level of pay attention to advertising on Facebook. Hence, it is statistically proved that Facebook marketing is potentially a very valuable marketing tool. It can bring about benefits to marketers with its advantages such as low cost, high reach, high credibility, accountability, fast speed, ease of usage and ability to reach a large audience.H41 shows that Facebook users do use Facebook for commercial activities like searching for information about company and products or services. They do share links on Facebook about products or services if it is interesting but, only few peoples are interested on clicking Facebook advertisements. They also act as endorsers by share links or giving comment/feedbacks on Facebook about products or services if it is interesting. There are numerous ways to get your message delivered and spread but the content is the key. It may be entertaining, informative or otherwise attractive. Marketers have to find the means to harness the possibilities that lie in Facebook, since the possibilities can be utilized with so cost efficiently.H51 shows the important factors for Facebook users when they join any Facebook group or become Fan of Facebook page of any Brand or services. As the researcher predicted five important factors, “Information gained” is the most important factor in compared to other factors, followed by “Entertainment value”, “honesty of the source “Stay up-to-date” and “interact with source” respectively. Therefore, it is concluded that all of the above factor are important for Facebook users when Facebook Users “join” a group or “like” on Facebook page.Above mention five hypotheses explained how the consumer perceives Facebook as a marketing platform. And further hypotheses were tested to find the effectiveness Facebook for marketing.The rejection of H60 revels that Facebook Marketing do not changes the credibility of the Brand or company that advertises. This finding may seems obvious that only marketing in Facebook doesn’t change the perception and credibility of the Brand or company that advertises since there are other considerable factor involve in Brand perception and building brand equity. When a business has a strong presence on Facebook, it could be a part of the conversations among the users and they have access to the most powerful kind of word-of-mouth marketing. There is nothing like word-of-mouth (WOM) to take the business to the next level. In this study, H71 affirms the point that negative WOM in Facebook has a stronger influence on consumer perception and behavior than positive communication. This means that marketers should be cautious of negative feedback which is taking place regarding their product or services. Marketers need to devise counter strategies to avoid the feedbacks from snowballing. They should be clear with their objectives and choose a proper way to deliver their brand with effective communication to their prospective customer. Therefore, businesses need to be very careful of what they do, and of what they say, and whom they say it to. People are going to talk and gossip and complain about their products and services. Business may not have control over these conversations, but if they have a social media strategy and can get comfortable with some basic tools and tactics, they can use social media to their advantage. Business can have considerable influence, and influence is the foundation of successful relationship with their customers, employees, vendors, family, and friends.H81 revels that Facebook Marketing significantly increases the awareness about the product and services. This means that Facebook is a very attractive channel for marketers to increase the awareness of their brand and product. This is the right tool for them to establish their brand presence among their target consumers. The rejection of H90 revels that there is no significant impact on consumer purchasing decisions in both high involvement product and low involvement products. Even though Facebook marketing significantly increases the awareness of consumers but does not have a significant impact on consumer purchasing decisions. This finding will be vital for marketers to perform further research on how Facebook Marketing can lead to actual purchase behavior in order for it to result in higher revenue for the company.Lastly, H101 shows the motivators behind consumers in wanting to become “influential” and spread messages to friends and family. The results conclude that monetary incentive is not the top motivator. In general, consumers are more inclined to spread contents which are informative, funny, entertaining or interesting. Companies might take this into consideration in their marketing plan and if Facebook Marketing is employed as one of the strategies, they might adapt the advertisement or message and add a humorous touch to it.These hypotheses findings are the primary findings of this research paper. Other insights are generated from quantitative research methods in gaining a fundamental understanding into the topic of consumer perception and response towards Facebook Marketing.
Recommendation and scope for future researchThe Recommendation for future research related to Facebook Marketing and consumer behavior are: Increase sample size and conduct probability samplingIf time and resources permit, it would be good to conduct a full scale study on consumer perception and response. The sample size of the quantitative research should be increased, and probability sampling such as random sampling should be employed instead of convenience sampling to provide a more representative view of the population.Explore relationship between demographics and consumer perception and response As Facebook marketing is a global trend, it will be of interest to explore how differences in the demographics of consumers will lead to differences in the way they view and act towards Facebook marketing. For instance, investigations into how differences in gender, culture, nationality and ethnic groups influence consumer perception can be performed and relationships can be hypothesized and tested.Develop real-time campaigns to measure effectivenessIn using case studies to understand consumer perception and observe their behavior, it is also recommended to make use of new, unseen, or even fictional advertisements for the purpose of studying consumer response. This will help to eliminate the time issue problem the researcher faced and also get rid of any bias or preconceptions of a brand that consumers might possess prior to the study.Conduct research data collection in formal, proper settingsLastly, the researcher also recommended future researchers to make use of more appropriate settings in their data collection. The qualitative research is crucial for the investigation of the topic and it is necessary to have interaction with the respondents to better understand the way they act and feel. If possible, focus groups should be conducted in order to gain rich, in-depth consumer insights. Researchers might want to consider using formal focus group rooms or set rules such as switching off mobile phones to avoid unnecessary disruptions.To conclude this study, the researcher believed that Facebook Marketing possesses immense potential as a marketing line of attack and in future, more companies will attempt to harness its power and reap the benefits of this internet tactic. It will be essential to perform more profound and thorough research into consumer behavior towards Facebook Marketing to develop even more successful marketing and communication strategies in time to come.