The document discusses research conducted on the use of Facebook as a promotional tool in Pakistan. The research included interviews and surveys with 240 participants. The key findings were: - Most participants use Facebook daily and find it a useful source of information. - Many see ads on Facebook but few have made purchases from them, preferring offline shopping due to security concerns. - Recommendations to improve ad effectiveness included offering more payment options, product details in ads, and ensuring transaction security.

1. Facebook as a Promotional tool By Syeda Sara Tazeen Jaffer – 6349 Ambreen Khan - 7074 Amna Laeeq - 7075 Parishey Agha - 7059 Uneeba Malik - 7080

2. acknowledgement We would like to thank Allah for his blessings and benevolence, and our parents for their patience with us through everything. We would like to thank the participants of our survey and IDIs who spared us time and provided us with valuable information. Finally we would like to thank Dr. Amber Farooq for her persistent guidance through every step of the way. Facebook as a Promotional tool

3. Need Assessment Need to understand The surge of information on Facebook The effects of Facebook on individual understanding of that information Brand wars on Facebook and The usage of Facebook as a promotional tool Facebook as a Promotional tool

4. Objective Qualitative Research: Examine, understand and analyse the usage of Facebook by individuals as a primary networking website, their understanding of information they come across it and how promotions can be effectively undertaken through this channel Qualitative Research: Determine the number of individuals using facebook, understanding information, getting influenced by and developing buying intention of promotions they see on facebook. Facebook as a Promotional tool

5. Methodology Primary Research Qualitative and Quantitative Research IDIs and Questionnaires respectively Open and Closed Ended Questions IDIs = 25 Questionnaires = 240 Facebook as a Promotional tool

6. Target market Age: 15-25, 26-35, 36-45 Gender: Both SEC: A+, A, B Income Segments: 15000-25000, 26000-35000, 36000-50000 Location : Karachi Usage: Frequent users=daily, infrequent users=twice a week (once in four days) Facebook as a Promotional tool

7. Facebook as a Promotional tool MALES 15-25 26-36 36-45 A+ A B A+ A B A+ A B F IF F IF F IF F IF F IF F IF F IF F IF F IF 10 10 10 10 10 10 8 7 8 7 8 7 3 2 3 2 3 2 120 FEMALES 15-25 26-36 36-45 A+ A B A+ A B A+ A B F IF F IF F IF F IF F IF F IF F IF F IF F IF 10 10 10 10 10 10 8 7 8 7 8 7 3 2 3 2 3 2 120 240

8. Discussion guide How do you perceive internet? For what purposes do you use internet? What do you think internet as a mode of communication? Do you associate social networking with internet? which social networks are you aware of which one have you used what do you think about FB For what purposes do people generally use FB Facebook as a Promotional tool

9. how do you use FB or what do you do on FB or which features do you use of FB /What do you access when on facebook? What information do you come across on facebook on a regular basis? Which advertisements have you seen recently and Can you recall a few? Are these advertisements of products that you regularly use? Did you find any relevant advertisement on facebook based on your potential needs? Have you ever purchased online? Is the information available on facebook advertisement sufficient enough to facilitate your online purchases? Have you bought any products after seeing the advertisements? Facebook as a Promotional tool

10. What factors change your decision to buy online? Do you prefer buying online? If yes- What derives you to make purchases online? If no- What derives you to make purchases offline? Does the mode of payment vary with the nature of the transactions or effect your purchasing decision? Do you make your own buying decision when shopping online? If no, then who do you consult? Can you further give recommendations on how FB can increase the effectiveness of its advertisements? Facebook as a Promotional tool

11. findings The perception of users of internet regarding the same is that it is the most useful technology of our times and it has made communication as simple is talking face to face. Most users make use of internet for communicating, business and entertainment. Internet is considered the most effective way of communication by users. They feel that it is ‘as simple as being a call away’. Users of social networks tend to associate it with internet usage as they access their social network whenever they access the internet. Users of social networks are aware of Facebook, Orkut, Hi5, LinkedIn, Twitter Maximum number use Facebook. Facebook as a Promotional tool

12. Users think that Facebook is an ‘interesting and addictive’ social network that they use every time they access the internet. Facebook is used for messaging, viewing photographs, viewing profiles, chatting, playing games by users The information that users come across on facebook is updates on friends and acquaintances, while usually games take up most time of users’ time which provide irrelevant information. Users have seen advertisements of Ufone, Jazz, fair n lovely, walls, needles, Warid, Telenor and knorr. These products are all relevant to the users buying needs and fall in their shopping list. Most users do not make online purchases in Pakistan and feel that information on facebook is insufficient and sometimes irrelevant to trigger purchase. Users have in most cases not made purchases after seeing advertisements on facebook Facebook as a Promotional tool

13. Users avoid buying online because certain factors demotivate them from online purchases, these include ‘fraud on credit card’, ‘lack of quality’, ‘loss in transit’ and ‘late delivery’. While certain factors discourage users from online purchases, others encourage them, these include ‘availability online only’, ‘easy access’, ‘quick functioning’ and ‘purchase possible from home’ The mode of payment is important, when online purchase requires a credit card, it greatly discourages users, whereas if payment can be made in cash on delivery then users tend to take online purchase in a better way. Younger users do not make their own buying decision and most married females don’t either. Their buying decision is taken by parents and spouse respectively. Recommendations given by users included ‘more URL space’, ‘more colors’ and ‘easy access for purchasing online’. Facebook as a Promotional tool

14. variables Age Gender Usage of internet Awareness of facebook Usage of facebook Frequency of usage of internet Frequency of usage of facebook Mode of purchase Mode of payment Factors motivating online purchase Factors demotivating offline purchase Awareness of advertisements Advertisments triggering purchase Facebook as a Promotional tool

15. QUESTIONNAIRE ANALYSIS Facebook as a Promotional tool

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20. Facebook as a Promotional tool Internet as a source of information and communication Strongly Agree Agree Moderate Indifferent 125 100 15 10

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24. Facebook as a Promotional tool Information that you come across is useful Highly Useful Useful Not Useful Indifferent 50 45 60 95

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32. conclusion From this research we can conclude that 50% participants of the survey use the internet daily or several times a day 90% participants strongly agree or agree that internet is a useful source of information 99% are aware of facebook while 98% participants of the survey use it. 70% use facebook on a daily basis or even several times a day 40% participants feel that the information they come across on facebook is highly useful or useful. Facebook as a Promotional tool

33. Maximum number of participants play games and send messages (write on walls) on facebook 82% know that there are advertisements being displayed on facebook 70% always make purchases offline and 30% have made purchases online on a frequent basis while 24% have recently made a purchase online. Products that they bought online include Educational books, Toys, DVDs, Shoes, Memberships, MP3 Players, Bag, Airline tickets, Car, Laptop, Babycot, Tuition/College Fees, Paypal, PTCL bills, Belt, Head Phones, Iphone, Skype Credit Factors that motivated participants to purchase online were Availability online only 17%, Easy access 45%, Quick functioning (transaction) 25%, purchase possible from home 13% 72% participants paid via credit card for their online purchases

34. recommendations 61% participants of the survey think that information provided on facebook is insufficient to trigger purchases Recommendations provided by participants of the survey included: Discount Offer Sales Integrate Paypal Instant inquiry and prompt response More things that people generally use or more of interest like clothes and bags More trigerring, more product information,highlight need Offer security and reliability with delivery Credibility Shouldn't be only restricted to credit card Video ads like you tube Actual purchase of product should be made availabe, not just promotion Authenticity of transaction and saftey of credit card usage Direct purchase of products Bigger sizzled ads Facebook as a Promotional tool