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Effectiveness of Facebook in delivering new idea among young consumers
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1
NORTH SOUTH UNIVERSITY
Effectiveness of Facebook in delivering new idea
among young consumers
Sec: 04
Submitted to: Dr. Tamgid Ahmed Chowdhury
Course Instructor
North South University
Name ID
Md. Tariqul Hasan Robin 1130717030
Md. Fahad Ibn Hossain 1130704030
Md. Aqibul Haque 1130442030
Md. Hasibur Rahman 1130435030
Md. Ishtiaqul Alam 1130462030
2
Letter of transmittal
November 30, 2015,
Dr. Tamgid Ahmed Chowdhury
Assistant Professor,
School of Business
North South University
Subject: Submission of research paper on “Effectiveness of Facebook in delivering new idea
among young consumers”
Dear Sir,
Here we have the research report on “Effectiveness of Facebook in delivering new idea among
young consumers”as a requirement for the MKT 470 course. We have worked with utmost
enthusiasm; since the experience has augmented and assisted us to integrate our knowledge
about elucidation and execution of the approaches we have been taught so far and implement
them accordingly.
We anticipate learning some real life lessons and first handing knowledge on marketing research
and also learnt the use of SPSS. We would be delighted to furnish you with any details, if
required.
Thank You
Yours sincerely,
Md. Tariqul Hasan Robin
Md. Fahad Ibn Hossain
Md. Aquibul Haque
Md. Hasibur Rahman
Md. Ishtiqul Alam
3
Executive summary
The purpose of the study is to find effectiveness of Facebook among young generation in
Bangladesh. This research is basically conducted in north south university among 140
respondents who are randomly chosen. Also we provide survey questionnaire to some service
holder to find accurate result. Research type is descriptive in nature and data were collected
through questionnaire with mostly close ended questions. For hypothesis testing, one sample T
test and multiple regressions were performed. As our computerized tool IBM SPSS has been
used. Most of our data reflect stereo type attitude of people towards purchase using Facebook.
For Last 5 years Facebook become the most popular social media for our country. Various
entrepreneurs are trying to reach to their customers via Facebook. But throughout our research
we found though Facebook is a potential medium to reach customers but still there are many
hinders.
The major finding gives we somewhere in middle because our respondent answers that
Facebook don’t effectively reach consumers. But some of the respondents also bought products
from Facebook. We find out various hinders in reaching to customers through Facebook. Such as
consumers are misguided by false information, visual effects make the inferior products look
gorgeous and Facebook ads are not exciting to them. At the end Facebook could be the best way
to reach young if they maintain several issue because number of users in Facebook is increasing
day by day.
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Effectiveness of Facebook in delivering new
ideas among young consumer
5
Table of Contents CHAPTER – 1 Introduction ................................................................................... 6
1. Introduction: ................................................................................................ 6
1.1 Rationale of the study ............................................................................. 7
1.2 Objective OF the study: ........................................................................... 8
1.3 Limitation of the study: ........................................................................... 9
1.4 Hypothesis: ............................................................................................. 9
Chapter -2 Literature review ............................................................................. 10
2. Literature review: ...................................................................................... 10
Chapter – 3 Methodology ................................................................................. 12
3. Methodology ............................................................................................. 12
3.1 Research Method ..................................................................................... 12
3.2 Preparing Questionnaire ....................................................................... 13
3.3 Field Study ............................................................................................ 14
3.4 Statistical tools ...................................................................................... 16
Chapter- 4 Analysis ........................................................................................... 17
4. Analysis ...................................................................................................... 17
4.1 Hypothesis analysis ............................................................................... 17
4.2 Regression analysis ............................................................................... 25
Chapter – 5 Qualitative analysis ........................................................................ 59
5.1 Major findings: ......................................................................................... 59
5.2 Recommendation: .................................................................................... 59
Chapter – 6 ....................................................................................................... 61
6.1 Conclusion ............................................................................................... 61
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CHAPTER – 1 Introduction
1. Introduction: The trend of business is changing rapidly. Human evolution has changed quite a bit through the
grace of modern technology. Tools of social median have also changed. People are using social
sites such as Facebook, twitter, LinkedIn. According to ITU Bangladesh has 6, 17,300 internet
user till July, 2010. But it has found that the total face book user in Bangladesh is more than the
total internet user in Bangladesh. These facts suggest that there is much scope for e-commerce
business in Bangladesh. Among them according demographic segment there is a very good
market for launching a new product through face book. From the data 49.68 (18-24 years) are
youth segment which is half of the total face book users of Bangladesh, so it will be easy for any
company to reach the youth easily( ksrahman.wordpress.com).The popularity of social media
sites has also spread to companies and firms as part of their strategies, as study conducted by
Burson-Marsteller shows that 86%of 100 largest companies on the Fortune 500 list use at least
one of the social media sites such as Facebook, Twitter, YouTube or blogs and 28% of them use
all four platform for their promotions. According to Social media Marketing report, 64% of
marketers spend five hundred or more per week on social media and 39% of them spend ten
hours or more weekly(Stelzner,2009).
A number of businesses have gained some advantages from social media marketing like dessert
Gallery has increased visits by 20% per month after its Facebook fans jumped fans from 283 to
817(Woessner,2011).IN ADDITION, a Facebook page with a portfolio of pictures has helped a
wedding photographer from Michigan, Aaron and Deckrow get new customers (Yankee,2009).
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In addition social media sites enable businesses to build closer relationship with customers, as
well as to expand the market to the customers that they could not reach before (Rooney, 2011).
Now a day’sfacebook is very important source to do business. Almost every brand and firm has
their own facebbok pages, which help them to introduce their product with customers. And if
customer has any inquire about their product then agents of the firm can directly contact with
customer through facebook and give them their desire information. Which ultimately fulfill the
customer inquire. Again, lots of new business entrepreneurs start their business through facebook
because it can grab huge number of customer with limited effort. The best real life example for
us will be, some of our NSU brothers started a small business and they use facebook as a strong
platform for their business. Where they used to delivery printed document, stationary item
directly to use but for the printed document we have to send them the softcopy of the document
via facebook message six hour before the delivery. So from this example we can see that
facebook is an effect medium for entrepreneurs to start their own business.
The purpose of this research is aimed to answer not only logically but also statistically
effectiveness of facebook in selling any sort of product. For finding the effectiveness of facebook
we will go through different methodologies including surveys, statistical tools, interviews etc.
After compellation of this research we will hopefully we will show whether facebook is really
effective or not.
1.1 Rationale of the study
This research paper is basically based on the effectiveness of Facebook in selling product to
youth society of Bangladesh. To find out the effectiveness of Facebook regarding to how
Facebook help to reach youth? ; How it create brand awareness? ; How it deliver information to
youth? ; How it increase customer engagement? ; And many more.
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1.2 Objective OF the study:
In this research we want to identify the effectiveness of social media such as Facebook.com for
delivering new ideas to consumers. Thus we have considered some objectives of this study and
mentioned bellow:
To assess the present situation of social marketing.
To evaluate the quality of the Facebook advertisements.
To ascertain the consumers situation regarding Facebook promotions.
Availability of products and services available in Facebook brands.
Consumer’s perception about the products advertised I Facebook.
Consumer’s opinion about quality of the promotions.
Consumers experience of purchased products.
Assessment of responsiveness of the brand pages and after sales service.
To find out if consumers prefer buying products from Facebook over conventional
market.
And finally, to provide recommendation for betterment of the Facebook marketing and
trading of this country.
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1.3 Limitation of the study:
This paper was researched through utmost sincerity and carefulness. Still we admit that some
limitations strongly compromised our results be considered correct in further study.
i. Selected population was very small
ii. Study was done on limited number of areas
iii. Insecurity limited our access to the population of concern.
iv. Time was limited for this research.
v. Researchers are still at learning stage and their expertise is considerably limited.
1.4 Hypothesis:
Ho= the marketing effort given to deliver new ideas to customers via Facebook is not effective to
reach customers.
Ho= the marketing effort given to deliver new ideas to customers via Facebook is not effective to
create customer interest.
Ho= Facebook cannot be used as a tool of communication for sharing ideas to young generation
due to huge cluster of numerous promotions causing difficulty to access the promotions.
Ho=Facebook is not a capable medium for improving customer services.
Ho= Facebook failed to attracts young generation to purchase our product.
Ho=Growing young generation of potential customers are not considering Facebook as a source
of info for new products.
Ho= Facebook has failed to reflect the new trend to young generation.
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Ho= Facebook promotions has failed to meet customer satisfaction.
Chapter -2 Literature review
2. Literature review: Facebook has become a most prominent tool of marketing today. It is the easiest way to reach the
target consumers. Facebook itself has created a form of online portal platform that allow
marketer to promote their products. “Facebook reports 483 million user login each day”.(kerpen,
2011). This statement clearly tells us about the reach of Facebook. This advantage can be taken
by companies to promote their brands.” Facebook is effective in leveraging traffic to business
site” (Effective Facebook marketing, Role, Manarang). In this online portal they find through
research that it is very convenient to increase traffic to a particular site by promoting creatively.
Colorful and creative advertisements grab the attention of the users to go to their site thus traffic
increases. “Through Facebook you can engage with their audiences”(Kristi Hines,2015). Now-a-
days companies are opening a page by their name and through this they share informational posts
regarding their business and turn their fan into loyal fan. These types of Facebook pages also
create brand awareness among users. It also increase engagement of audience as audience can
comments and send messages. Facebook makes it easy to manage an advertising budget and
select the advertising targets including demographic profiles and geographic targeting.(Jason
Spidle, Demand Media). The author through research finds out helpful information for business.
By using Facebook companies can only target their customers based on demographic profile
because everyone in Facebook maintain a profile. This profile can help companies to know
insight about their customers or market. If a company wants to only reach to youths they can
easily did it by profile filtering. “It is a new medium, and a hole conventional wisdom has
immerged about do’s and don’ts, telling brand they need to interact differently with consumer
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and facebook then they have in other form of media” ( The secrete to marketing success on
facebook? , E.B . BOYD). Sean Bruich , head of the measurement at facebook coated that in fast
company magazine.This states that Facebook has more reach customer engagement, source of
information and responsive to the customers than other sort of media like Television,
Newspaper, Magazine.
“Targeting with Facebook ads allows you to advertise to the right people based on their real
interest” (FacebookAds : 5 Tips for success, Leyl Master Black). On this article Leyl Master
Black suggesting some tips for the business which run through facebook. He said that Facebook
can preciously can track right customer based on their interest otherwise bridge communication
gap. Literally Facebook track customer based on their interest so it is acting like a bridge
between customers and companies. And it also introduces the companies to the customers. In this
way communication gap is filled. “ Robi user get free internet access to 23 websites” ( May 29,
2015,Daily Star). This Newspaper article introduces an offer of Robi telecom that people of
Bangladesh can use 23 websites including Facebook without any charge. So, it goes without
saying that accessing to Facebook for the people of Bangladesh is just a pressing a button. After
the attractive offer on Robi other operators like Grameenphone, Banglalink share the same offer.
It also implies that sharing of ideas are very convenient for any person in Bangladesh from
anywhere, anytime.
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Chapter – 3 Methodology
3. Methodology
3.1 Research Method
3.1.1 Type of research:
We plan to do both exploratory and conclusive research. We want to do small and short
exploratory research to find out more about our target customers and get an insight about the
trend of online buying perspective.
This research is conclusive research which is mainly descriptive research. Since we have a
mainly focus on young customer group and also determine the perception towards our power
bank. So we will ask them different question about our product. Then data that have been
collected from our customer will be sued to reach at some conclusive result.
We will go for single cross-sectional research design as we are planning to collect data from our
potential young customer sample that use Facebook and we will collect the data once to see if
they consider Facebook to look for new products or ideas.
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3.1.2 Data collection method:
Our aim is collected to primary data through different survey.
We are going use both qualitative data and quantitative data.
Our main mainly focus will be on quantitative data and we will also use qualitative data where
we need it, so some portion of qualitative data can be used.
We used structured questioner for our survey.
Qualitative data will help us to find inner thought of young people about promotions of
Facebook brands and purchasing products.
3.2 Preparing Questionnaire
3.2.1 Questionnaire design: As our research is to find out the perception of the customers we have mainly focused on close
ended questions. And for close ended question we have use 5 point likert scale technique to find
the results. The questionnaire began with a title and subtitle for the respondents which gave them
the idea of the purpose of the research, our contact and also some instruction. Right after that we
put the filter questions such as if they purchase products from Facebook which sorted our
respondents. The questions gave the respondents the clue about whether they are the right person
to do it or not. The questionnaire is divided into several sections; demographic information,
opinion regarding Facebook promotions, opinion regarding products, opinion regarding
availability of products of present trend, opinion regarding responsiveness of the brand pages,
opinion regarding Quality of products supplied by the Facebook brands, opinion regarding When
consumers prefer Facebook over conventional market for buying products, and finally opinion
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regarding after sale service. We gave a little instruction on how to answer the questions then all
the 5 point likert scale questions were placed and the last question was placed in a way which
gives us the overall idea about consumer’s perception. Then another open ended question were
asked for some qualitative data. Overall there are 23 questions including the filter questions in
the questionnaire. (The sample of the questionnaire is attached in the appendix).
3.2.2 Pre-test questionnaire: After the questionnaire was ready we went to our honorable course instructor for some expert
advice. We asked for feedback about the questionnaire in terms of the accuracy of it. After
getting the feedback from him we had the following changes:
i. First of all we didn’t include any filtering questions. “ I purchase products from
facebook” we add this after getting suggestion.
ii. Secondly we put less likert questions but after getting suggestions we add more likert
questions.
iii. Also we forget to add demographic questions.
Later, the questionnaire was asked to 10 random people to test its understandability and then it
was finalized for the survey.
3.3 Field Study
3.3.1 Contact method: A field group of four people conducted the survey through face to face interview with a
structured questionnaire. To conduct the interviews, our group chose the Mall intercept personal
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interview method where ‘bazaar’ places or ‘street tea shops’ have been targeted. The reason of
choosing these places is very obvious considering our sample population’s socio economic
factor.
3.2.2 Sample size and selection process: Total 150 young consumers of Bangladesh have been randomly selected for the survey. Due to
the careful selection of the survey locations and the nature of our survey, socio cultural factor
played a key role in our sample selection process.
3.3.3 Sample profile Purchase products through Facebook, 2015
Category Detail Number of
respondents
Profession Student
Service holder
Business
Other
137
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Online purchase Products purchased
using Facebook
149
Do not Products
purchased using
1
Source: Survey data, for research purposes only
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3.4 Statistical tools
To interpret the results of the questionnaire we have used the following statistical tools:
One Sample t- Test: We have used one sample t- test because we have one variable (I have
purchased products from facebook?) and one sample (people who see promotional ads in
facebook). So, in this case we have made our decision based on t-value.
Linear Regression Analysis: In statistics, regression analysis is a statistical process for
estimating the relationships among variables. It includes many techniques for modeling and
analyzing several variables, when the focus is on the relationship between a dependent variable
and one or more independent variables. More specifically, regression analysis helps one
understand how the typical value of the dependent variable (or 'criterion variable') changes when
any one of the independent variables is varied, while the other independent variables are held
fixed.
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Chapter- 4 Analysis
4. Analysis
4.1 Hypothesis analysis
Hypothesis - 1
Ho 1 – the marketing effort given to deliver new ideas to customers via a facebook is not
effective to reach customer.
Ha 1 - the marketing effort given to deliver new ideas to customers via a facebook is effective
to reach customer.
For promotional advert: calculate t- value= 26.975, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For click on those adverts: calculate t- value= 38.193, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For desired information: calculate t- value= 32.906, critical value = 1.652. Calculated value >
critical value based on 148 df.
For tagging your family: calculate t- value= 37.554, critical value = 1.6552.Calculated value >
critical value based on 148 df..
For tagging your friend: calculate t- value= 32.311, critical value = 1.6552.Calculated value >
critical value based on 148 df..
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For reach among the people: calculate t- value= 31.342, critical value =1.6552.Calculated value
> critical value based on 148 df..
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 that’s why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. That’s mean the marketing effort given to
deliver new ideas to customers via a facebook is effective to rich customer.
Hypothesis – 2
Ho 2 - The marketing effort given to deliver new ideas to customers via Facebook is not
effective to create customer interest.
Ha 2 - The marketing effort given to deliver new ideas to customers via Facebook is effective to
create customer interest.
We have used 1 variable to prove hypothesis 2
For facebook existing: calculate t- value= 38.455, critical value =1.6552. Calculated value >
critical value
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 that’s why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. That’s mean the marketing effort given to
deliver new ideas to customers via Facebook is effective to create customer interest.
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Hypothesis – 3
Ho 3= Facebook cannot be used as a tool of communication for sharing ideas to young
generation due to huge cluster of numerous promotions causing difficulty to access the
promotions.
Ha 3= Facebook used as a tool of communication for sharing ideas to young generation due to
huge cluster of numerous promotions causing difficulty to access the promotions.
We have used variables to prove hypothesis 3
For convenient way: calculate t- value= 30.342, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For new trends: calculate t- value= 31.023, critical value = 1.6552.. Calculated value > critical
value based on 148 df.
For checking adverts: calculate t- value= 30.457, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For advertisement bother: calculate t- value= 25.210, critical value = 1.6552.Calculated value >
critical value based on 148 df..
For long run: calculate t- value=31.227, critical value = 1.6552.Calculated value > critical value
based on 148 df..
For short run: calculate t- value=27.172, critical value = 1.6552.Calculated value > critical value
based on 148 df..
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For not disturbing: calculate t- value=20.633, critical value = 1.6552.Calculated value > critical
value based on 148 df..
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 that’s why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. That’s mean Facebook used as a tool of
communication for sharing ideas to young generation due to huge cluster of numerous
promotions causing difficulty to access the promotions.
Hypothesis – 4
Ho 4=Facebook is not a capable medium for improving customer services.
Ha 4=Facebook is a capable medium for improving customer services.
We have used variables to prove hypothesis 4
For misguided by advertisement: calculate t- value=30.292, critical value = 1.6552. Calculated
value > critical value based on 148 df.
For platform to interact: calculate t- value= 38.528, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For reliable information: calculate t- value= 28.584, critical value = 1.6552. Calculated value >
critical value based on 148 df.
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For responsiveness: calculate t- value= 30.319, critical value = 1.6552.Calculated value > critical
value based on 148 df..
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 that’s why we are100% confidence that our
statement is true. So we reject Ho and accept HaThat’s mean Facebook is a capable medium for
improving customer services.
Hypothesis – 5
Ho 5= Facebook failed to attracts young generation to purchase our product.
Ha 5= Facebook attracts young generation to purchase our product.
We have used variables to prove hypothesis 5
For purchase product: calculate t- value=36.114, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For specially tailored: calculate t- value= 37.734, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For like a post: calculate t- value=30.359, critical value = 1.6552. Calculated value > critical
value based on 148 df.
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For purchase intention: calculate t- value= 28.943, critical value = 1.6552.Calculated value >
critical value based on 148 df..
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 that’s why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. That’s mean Facebook attracts young
generation to purchase our product.
Hypothesis – 6
Ho 6=Growing young generation of potential customers are not considering Facebook as a
source of info for new products.
Ha 6=Growing young generation of potential customers are considering Facebook as a source of
info for new products.
We have used 3 variables to prove hypothesis 6
For new trends: calculate t- value=31.023, critical value = 1.6552. Calculated value > critical
value based on 148 df.
For share with friends: calculate t- value= 28.129, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For share with family: calculate t- value=26.877, critical value = 1.6552. Calculated value >
critical value based on 148 df.
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So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 that’s why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. That’s mean Growing young generation of
potential customers are considering Facebook as a source of info for new products.
Hypothesis – 7
Ho 7= Facebook has failed to reflect the new trend to young generation.
Ha 7= Facebook has to reflect the new trend to young generation.
We have used 3 variables to prove hypothesis 7
For life style: calculate t- value=31.466, critical value = 1.6552. Calculated value > critical value
based on 148 df.
For reflect my image: calculate t- value=31.298, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For social status: calculate t- value=30.883, critical value = 1.6552. Calculated value > critical
value based on 148 df.
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 that’s why we are100% confidence that our
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statement is true. So we reject Ho and accept HaThat’s mean Facebook has to reflect the new
trend to young generation.
Hypothesis – 8
Ho 8= Facebook promotions has failed to meet customer satisfaction.
Ha 8= Facebook promotions has to meet customer satisfaction.
We have used 4 variables to prove hypothesis 8
For quality indifferent: calculate t- value=31.559, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For visual quality: calculate t- value=37.808, critical value = 1.6552. Calculated value > critical
value based on 148 df.
For price charged: calculate t- value=27.827, critical value = 1.6552. Calculated value > critical
value based on 148 df.
For overall satisfied: calculate t- value=26.602, critical value = 1.6552.Calculated value > critical
value based on 148 df.
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 that’s why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. That’s mean Facebook promotions have to
meet customer satisfaction.
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4.2 Regression analysis
Overall model fit:
R: Here r is the square root of R- Squared and is the correlation between the observed and
predicted value of dependent variable. And in our model R value is .826 that implies
there is 83 % correlation between dependent and independents variables.
R-Squared: This is the proportion of variance in the dependent variable which can be
explained by the independent variables. This is an overall measure of the strength of
association and doesn’t reflect the extent to which any particular independent varible is
associated with the dependent variable. In our model R-squared value is .682 that implies
there is 68% of the variation in I purchase products or services using Facebook among
this sample of 148 is explained by this all independent variable together.
Model Summaryb
Mo
del R
R
Squar
e
Adjusted
R Square
Std.
Error of
the
Estimate
Change Statistics
Durbin-
Watson
R Square
Change
F
Chang
e df1 df2
Sig. F
Change
1 .826a .682 .623 .742 .682 11.643 23 125 .000 1.872
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We have done regression analysis which contained one dependent variables and made decision
based on the values of t and p value. In one case, the analysis was bivariate regression analysis
and in other cases, the analyses were multiple regression analysis.. In order to conduct the
regression analysis we had to formulate the general model:-
Y =ß0 + ß1X1 + ß2X2 + ß3X3........ ßnXn
Here,
Y is our dependant variable (overall satisfaction level).
ß represent the Beta coefficient. It represents the expected change in the
dependant variable when there is a change in the X (while holding other
independent variables constant.
ß0 is the intercept or constant. It represents the value of the dependant variable if there were no
independent variable
Questioner interpretation:
1. I have been misguided by the advertisement given on Facebook page about a new
product –
For this question we got our Beta coefficient value .224 with .030 significant which is positive
that implies that our respondent are misguided by Facebook advertisement which ultimately
means that they first bought the product and after using the product they understood that
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Facebook advertisement misguided them. So, this independent variable has positive impact in
our dependent variable. As significant value is less than .05 so it is statistically significant so we
can trust it because there is less chances of error. Reason for misguided via
2. Have you faced quality indifference of products that are sold through Facebook and
actual market?
For this question we got our Beta coefficient value .177 with .020 significant which is positive
that implies that our respondent faced quality indifference of product in Facebook than in actual
market. This ultimately means that they first bought the product and after using the product they
understood that there is quality indifference in Facebook. This happens because in Facebook ads
they display inferior products with high resolution picture quality. As significant value is less
than .05so it is statistically significant so we can trust it because there are less chances of error.
3. Do you think the new products/services promoted in Facebook match your life style?
For this question we got our Beta coefficient value -.009 with .912 significant where Beta
coefficient is negative that implies that our respondent lifestyle doesn’t match with the product
promoted in Facebook. As the product promoted in Facebook doesn’t match with the life style of
our respondents that’s why they don’t buy the product. That impact negatively in our dependent
variable means they don’t buy through Facebook. As significant value is higher than .05 so it is
not statistically significant so we can’t trust it because there is more possibility of more error.
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4. Do you think the product/service pages in facebook works as a platform to interact with
the product/service provider or with other customers?
For this question we got our Beta coefficient value -.021with .776 significant where Beta
coefficient is negative that implies that according to our respondent facebook doesn’t work as a
platform to interact with service provider. Asfacebook doesn’t works as a platform to interact
with service provider that’s why they don’t buy the product. That impact negatively in our
dependent variable means they don’t buy through Facebook. This happens because we can’t se
the service provider face to face and we can’t trust them. As significant value is less than .05 so
it is statistically significant so we can trust it because there are less chances of error.
5. Do you find the advertisements on Facebook exciting?
For this question we got our Beta coefficient value -.034 with .000 significant where Beta
coefficient is negative that implies that according to our respondent facebookadvertisements
don’t seem exciting to them. That’s why they don’t buy the product. That impact negatively in
our dependent variable means they don’t buy through Facebook. This happens because some
facebook advert must be seen to perform further actions so it’s something against the will of
respondentsAs significant value is .00 so that means that it has contain no error.
6. Do you find Facebook more convenient way to find out about new products/services
rather than going to the market?
For this question we got our Beta coefficient value .033 with .667 significant where Beta
coefficient is positive that implies that according to our respondent facebookadvertisments don’t
29
seem exciting to them. is more continent to find about new products rather than going to market..
That impact positively in our dependent variable. This happens because there are some facebook
pages which actually provide various new products information. Also it is easy to search about
new products in facebook because you don’t have to go physically. . As significant value is
higher than .05 so it is not statistically significant so we can’t trust it because there is more
possibility of more error
7. Do you prefer using Facebook to find out about the new trends of products/services?
For this question we got our Beta coefficient value .0355 with .00 significant where Beta
coefficient is positive that implies that our respondents think that they use facebook to find out
about the new trends of products/services that impact positively in our dependent variable. This
happens because there are some facebook pages which actually provide various new products
information. Also it is easy to search about new trend by a click. As significant value is less than
.05 so it is statistically significant so we can trust it because there are less chances of error.
8. Facebook can be considered as an easy way of checking adverts?
For this question we got our Beta coefficient value .0350 with .00 significant where Beta
coefficient is positive that implies that our respondents think that they use facebook is an easy
way to check adverts. That impact positively in our dependent variable. This happens because in
facebook you can check advertisements by clicking anytime from anywhere. As significant value
is .00 so that means that it has contain no error.
9. Facebook advertised products reflects my image?
30
For this question we got our Beta coefficient value -.0339 with .020 significant where Beta
coefficient is negative that implies that according to our respondent’s facebookdoes not reflect
their image. That impact negative in our dependent variable that’s why they don’t buy through
facebook. This happens because there are always differences among the individuals based on
their perceptions life style etc. As significant value is less than .05 so it is statistically significant
so we can trust it because there are less chances of error.
9. Facebook provides products that match with my social status?
For this question we got our Beta coefficient value .185 with .096 significant where Beta
coefficient is positive that implies that according to our respondent’s facebook matches with
their social status. That impact positive in our dependent variable that’s why they may buy. This
happens because facebook always target people based on their demographic profile. . As
significant value is higher than .05 so it is not statistically significant so we can’t trust it because
there is more possibility of more error
10. Visual quality of the adverts given on Facebook is satisfactory?
For this question we got our Beta coefficient value -.005 with .949 significant where Beta
coefficient is negative that implies that according to our respondent’s visual quality of adverts in
Facebook is not satifactory. That impact negative in our dependent variable that’s why may be
they don’t buy through facebook. This happens because some adverts are not made by high
quality visual effect sometimes users smartphone also have so fault. As significant value is
31
higher than .05 so it is statistically not significant so we can’t trust it because there is possibility
of more chances of error.
11. Facebook Provides reliable information about the products advertised?
For this question we got our Beta coefficient value .50 with .00 significant where Beta
coefficient is positive that implies that according to our respondent’s facebook provides reliable
information about product. That impact positively in our dependent variable that’s why may buy
through facebook. This happens because some adverts also gave some web link to know more
about the brand. As significant value is .00so that means that it has contain no error.
12. Facebook Brand pages/ groups are responsive?
For this question we got our Beta coefficient value .106 with .198 significant where Beta
coefficient is positive that implies that according to our respondent’s brand pages are responsive.
That impact positively in our dependent variable that’s why may buy through facebook. Every
brand pages open pages only for their consumers where anyone can easily ask questions and can
get the information they asked. As significant value is higher than .05 so it is statistically not
significant so we can’t trust it because there is possibility of more chances of error.
13. High number of advertisements bothers me while using facebook?
For this question we got our Beta coefficient value .119with .221 significant where Beta
coefficient is positive that implies that according to our respondent’s high number of
advertisement bother too much. It is so obvious that while using facbook there are many
mandatory adverts everyone have to see without willing and it is annoying. As significant value
32
is higher than .05 so it is statistically not significant so we reject the relation between the
independent and independent variable because there are more chances of error.
14. Quality of the products is fair for the price charged?
For this question we got our Beta coefficient value .151with .095 significant where Beta
coefficient is positive that implies that according to our respondents believe that quality of the
product is fair for price change. As significant value is higher than .05 so it is statistically not
significant so we reject the relation between the independent and independent variable because
there are more chances of error.
15. Overall I am satisfied with the advertisements of products on Facebook?
For this question we got our Beta coefficient value -.024 with .778 significant where Beta
coefficient is negative that implies that according to our respondent’s they are not satisfied with
facebook. This happens because in facebook no one can touch the products also many other
factors. As significant value is higher than .05 so it is statistically not significant so we reject the
relation between the independent and independent variable because there are more chances of
error.
16. I share the ads of facebook with my friends?
For this question we got our Beta coefficient value -.0254 with .001 significant where Beta
coefficient is negative that implies that according to our respondent’s they don’t share ads with
the friend . This happens because in facebook, we generally tag our friends we find any post or
videos interesting. As significant value is lower than .05 so is statistically significant so we can
33
accept the relation between the independent and independent variable because there are less
chances of error.
17. I share the ads of facebook with family members?
For this question we got our Beta coefficient value -.0276 with .00 significant where Beta
coefficient is negative that implies that according to our respondent’s they don’t share ads with
their family.. As significant value is .00 so that means that it has contain no error
18. I can recall the ads seen in the facebook in the long run?
For this question we got our Beta coefficient value .325 with .000 significant where Beta
coefficient is positive that implies that according to our respondentscan remember facebook ads
in the long term. It is common whenever we expose to a adds many times we can easily
remember it. As significant value is .00 so that means that it has contain no error.
19. I can recall the ads seen in the facebook in the long run?
For this question we got our Beta coefficient value -.150 with .115 significant where Beta
coefficient is positive that negative that according to our respondents cannot remember facebook
ads in short term. It is common whenever we expose to aads many times we can easily remember
it. As significant value is higher than .05 so is statistically not significant so we there are some
chances of error.
20. Facebook ads create purchase intention in me?
For this question we got our Beta coefficient value -.096 with .271 significant where Beta
coefficient is negative that implies that facebook ads don’t create any purchase intention to them.
34
This happens because some of us prefer going to market physically than from facebook. As
significant value is higher as .05 so is not statistically significant there maybe chances of error.
21. I feel facebook ads have better reach among the people?
For this question we got our Beta coefficient value -.356 with .00 significant where Beta
coefficient is negative that implies that according to our respondentsthink that facebookcan
not reach better to them. Because many people of our country don’t use facebook. That
impact negatively in our dependent variable means they don’t buy through Facebook. As
significant value is .00 so it is statistically significant so we can trust it.
35
Appendix
36
Hypothesis – 1
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
How often do you see
promotional adverts
while using Facebook?
149 2.54 1.148 .094
How often do you click
on those adverts
149 3.32 1.060 .087
Do you find your
desired information
about new
product/service on
149 2.84 1.053 .086
Do you share Facebook
advertisements of new
products by tagging
your Family
149 3.72 1.209 .099
37
Do you share Facebook
advertisements of new
products by tagging
your Friends
149 3.50 1.324 .108
I feel facebook ads
have better reach
among the people
149 3.08 1.200 .098
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval
of the Difference
Lower Upper
How often do you
see promotional
adverts while using
Facebook?
26.975 148 .000 2.537 2.35 2.72
How often do you
click on those adverts
38.193 148 .000 3.315 3.14 3.49
Do you find your
desired information
about new
product/service on
32.906 148 .000 2.839 2.67 3.01
38
Do you share
advertisements of
new products by
tagging your Family
37.554 148 .000 3.718 3.52 3.91
Do you share
advertisements of
new products by
tagging your Friends
32.311 148 .000 3.503 3.29 3.72
I feel facebook ads
have better reach
among the people
31.342 148 .000 3.081 2.89 3.27
Hypothesis – 2
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Do you find the
advertisements on
Facebook exciting?
149 3.44 1.093 .090
One-Sample Test
39
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval
of the Difference
Lower Upper
Do you find the
advertisements on
Facebook exciting?
38.455 148 .000 3.443 3.27 3.62
Hypothesis – 3
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Do you find Facebook
more convenient way
to find out about new
products/services rather
than going to the
market?
149 3.07 1.234 .101
Do you prefer using
Facebook to find out
about the new trends of
products/services?
149 3.14 1.236 .101
40
Facebook can be
considered as an easy
way of checking
adverts
149 2.99 1.200 .098
High number of
advertisements bothers
me while using
facebook.
149 3.05 1.479 .121
I can recall the ads seen
in the facebook in the
long run
149 2.91 1.139 .093
I can recall the ads seen
in the facebook in the
short run
149 2.70 1.212 .099
Facebook ads are not
disturbing to me.
149 2.21 1.306 .107
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval
of the Difference
Lower Upper
41
Do you find
Facebook more
convenient way to
find out about new
products/services
rather than going to
the market?
30.342 148 .000 3.067 2.87 3.27
Do you prefer using
Facebook to find out
about the new trends
of products/services?
31.023 148 .000 3.141 2.94 3.34
Facebook can be
considered as an easy
way of checking
adverts
30.457 148 .000 2.993 2.80 3.19
High number of
advertisements
bothers me while
using facebook.
25.210 148 .000 3.054 2.81 3.29
I can recall the ads
seen in the facebook
in the long run
31.227 148 .000 2.913 2.73 3.10
42
I can recall the ads
seen in the facebook
in the short run
27.172 148 .000 2.698 2.50 2.89
Facebook ads are not
disturbing to me.
20.633 148 .000 2.208 2.00 2.42
Hypothesis – 4
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
I have been misguided
by the advertisement
given on Facebook
page about a new
product
149 3.16 1.274 .104
43
Do you think the
product/service pages
in facebook works as a
platform to interact
with the
product/service
provider or with other
customers?
149 2.87 .910 .075
Facebook Provides
reliable information
about the products
advertised.
149 2.58 1.103 .090
Facebook Brand pages/
groups are responsive
149 2.99 1.202 .099
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval
of the Difference
Lower Upper
44
I have been
misguided by the
advertisement given
on Facebook page
about a new product
30.292 148 .000 3.161 2.95 3.37
Do you think the
product/service
pages in facebook
works as a platform
to interact with the
product/service
provider or with
other customers?
38.528 148 .000 2.872 2.73 3.02
Facebook Provides
reliable information
about the products
advertised.
28.584 148 .000 2.584 2.41 2.76
Facebook Brand
pages/ groups are
responsive
30.319 148 .000 2.987 2.79 3.18
45
Hypothesis – 5
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
I purchase products or
services using
149 3.58 1.209 .099
I have used Facebook
to purchase goods
specifically tailored to
my demand
149 3.41 1.103 .090
How often you like a
post of new product
advertisement on
149 2.82 1.133 .093
Facebook ads create
purchase intention in
me
149 2.61 1.101 .090
One-Sample Test
Test Value = 0
46
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence
Interval of the
Difference
Lower Upper
I purchase products
or services using
36.114 148 .000 3.577 3.38 3.77
I have used
Facebook to
purchase goods
specifically tailored
to my demand
37.734 148 .000 3.409 3.23 3.59
How often you like
a post of new
product
advertisement on
30.359 148 .000 2.819 2.64 3.00
Facebook ads
create purchase
intention in me
28.943 148 .000 2.611 2.43 2.79
Hypothesis – 6
47
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Do you prefer using
Facebook to find out
about the new trends of
products/services?
149 3.14 1.236 .101
I share the ads of
facebook with my
friends
149 2.85 1.238 .101
I share the ads of
facebook with family
members
149 2.42 1.097 .090
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence
Interval of the
Difference
Lower Upper
48
Do you prefer
using Facebook to
find out about the
new trends of
products/services?
31.023 148 .000 3.141 2.94 3.34
I share the ads of
facebook with my
friends
28.129 148 .000 2.852 2.65 3.05
I share the ads of
facebook with
family members
26.877 148 .000 2.416 2.24 2.59
Hypothesis – 7
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Do you think the new
products/services
promoted in Facebook
match your life style?
149 2.94 1.140 .093
49
Facebook advertised
products reflects my
image
149 2.74 1.068 .087
Facebook provides
products that matches
with my social status
149 2.77 1.093 .090
One-Sample Test
Test Value = 0
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval
of the Difference
Lower Upper
Do you think the new
products/services
promoted in
Facebook match your
life style?
31.466 148 .000 2.940 2.75 3.12
Facebook advertised
products reflects my
image
31.298 148 .000 2.738 2.57 2.91
Facebook provides
products that matches
with my social status
30.883 148 .000 2.765 2.59 2.94
50
Hypothesis – 8
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Have you faced quality
indifference of
products that are sold
through Facebook and
actual market?
149 2.97 1.147 .094
Visual quality of the
adverts given on
Facebook are
satisfactory.
149 3.17 1.023 .084
Quality of the products
are fair for the price
charged.
149 2.89 1.269 .104
Overall I am satisfied
with the advertisements
of products on
149 2.66 1.223 .100
One-Sample Test
Test Value = 0
51
t df
Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval
of the Difference
Lower Upper
Have you faced
quality indifference
of products that are
sold through
Facebook and actual
market?
31.559 148 .000 2.966 2.78 3.15
Visual quality of the
adverts given on
Facebook are
satisfactory.
37.808 148 .000 3.168 3.00 3.33
Quality of the
products are fair for
the price charged.
27.827 148 .000 2.893 2.69 3.10
Overall I am
satisfied with the
advertisements of
products on
26.602 148 .000 2.664 2.47 2.86
52
REGRESSION ANALYSIS:
Model Summaryb
Mo
del R
R
Squar
e
Adjusted
R Square
Std.
Error of
the
Estimate
Change Statistics
Durbin-
Watson
R Square
Change
F
Chang
e df1 df2
Sig. F
Change
1 .826a .682 .623 .742 .682 11.643 23 125 .000 1.872
Coefficientsa
Model
Unstandardized
Coefficients
Standardiz
ed
Coefficien
ts
t Sig.
95.0% Confidence
Interval for B
B
Std.
Error Beta
Lower
Bound
Upper
Bound
1 (Constant) 2.681 .560 4.791 .000 1.573 3.788
53
I have been
misguided by the
advertisement
given on Facebook
page about a new
product
.213 .097 .224 2.196 .030 .021 .404
Have you faced
quality
indifference of
products that are
sold through
Facebook and
actual market?
.187 .079 .177 2.353 .020 .030 .344
Do you think the
new
products/services
promoted in
Facebook match
your life style?
-.010 .088 -.009 -.110 .912 -.184 .165
54
Do you think the
product/service
pages in facebook
works as a
platform to interact
with the
product/service
provider or with
other customers?
-.028 .099 -.021 -.285 .776 -.225 .168
Do you find the
advertisements on
exciting?
-.379 .096 -.343 -3.962 .000 -.568 -.190
Do you find
Facebook more
convenient way to
find out about new
products/services
rather than going
to the market?
.032 .077 .033 .418 .677 -.120 .185
55
Do you prefer
using Facebook to
find out about the
new trends of
products/services?
.347 .086 .355 4.024 .000 .176 .518
Facebook can be
considered as an
easy way of
checking adverts
.353 .089 .350 3.976 .000 .177 .529
advertised
products reflects
my image
-.384 .122 -.339 -3.150 .002 -.625 -.143
Facebook provides
products that
matches with my
social status
.205 .122 .185 1.679 .096 -.037 .447
Visual quality of
the adverts given
on Facebook are
satisfactory.
-.006 .090 -.005 -.064 .949 -.184 .172
56
Facebook Provides
reliable
information about
the products
advertised.
.548 .079 .500 6.887 .000 .390 .705
Facebook Brand
pages/ groups are
responsive
.107 .083 .106 1.294 .198 -.057 .270
High number of
advertisements
bothers me while
using facebook.
.098 .079 .119 1.229 .221 -.059 .255
Quality of the
products are fair
for the price
charged.
.144 .086 .151 1.680 .095 -.026 .313
Overall I am
satisfied with the
advertisements of
products on
-.024 .085 -.024 -.283 .778 -.192 .144
57
I share the ads of
facebook with my
friends
-.248 .075 -.254 -3.313 .001 -.396 -.100
I share the ads of
facebook with
family members
-.304 .082 -.276 -3.694 .000 -.467 -.141
I can recall the ads
seen in the
facebook in the
long run
.345 .091 .325 3.787 .000 .165 .525
I can recall the ads
seen in the
facebook in the
short run
-.150 .094 -.150 -1.588 .115 -.337 .037
Facebook ads
create purchase
intention in me
-.105 .095 -.096 -1.105 .271 -.293 .083
I feel facebook ads
have better reach
among the people
-.359 .096 -.356 -3.751 .000 -.549 -.170
58
Facebook ads are
not disturbing to
me.
-.371 .087 -.401 -4.254 .000 -.544 -.198
a. Dependent Variable: I purchase products or services using Facebook
59
Chapter – 5 Qualitative analysis
5.1 Major findings:
1. Excess to Facebook has become more convenient because internet usage is cheap now-a-
days.
2. Almost 100% of respondents agreed that online purchasing is more convenient and
effortless then going to the conventional market.
3. Quality of products and services of Facebook brands differ from page to page. Which
refers that proper monitoring is absent.
4. Responsiveness, after sell service and cash back or product guaranty service is very rare
for Facebook brands.
5. Now a day people want to purchase customized products and some facebook brands are
providing these services.
6. People also find huge number of facebook advertisement irritating.
5.2 Recommendation:
1. Companies sells product through facebook should introduce trail policy means buyer
can return the product instantly if they don’t like the product.
2. They also should introduce cash back policy and warranty service.
3. Facebook pages should include products that match young generation life style.
4. Promotional advertisement on facebook should be more attractive and informative.
5. Product images and snapshots have to be more clear and satisfactory.
60
6. Facebook pages promotion should reach people more effectively to generate
purchase decision and avoid over exposure of advertisement.
7. Facebook pages should associate their products with their target customers and
provide customize promotion.
8. Facebook pages should position their brands in a way that consumers can recall in
the short run and long run.
9. Facebook pages should consider religious and social values while promoting their
products.
10. Facebook pages should tailor their offers and services based on demographic profile.
61
Chapter – 6
6.1 Conclusion Through doing this research we found some unfortunate and bitter condition of social media
(Facebook) promoting. Inconvenience and unreliability still exists in most of the pages offering
various products. But it’s fortunate to know that recently established brands are trying to give
proper service.
Along with the study and its analysis, it has been clearly understood that the number of areas in
Facebook promotions and marketing are many where upgrades are needed. Few recently
established pages are bringing changes but it’s too slow and small.
In our research we showed people’s perception which sometimes showed satisfaction but mostly
frustration. To reach every potential customer its mandatory to come up with creative approach
and differentiated service. Improvements need to be faster or otherwise due to huge competition
in the market which increases per year, these little developments will fade.
62
Appendix
63
Survey questionnaire sample
o Male
o Female
Profession:
1. How often do you see promotional adverts while using Facebook?
Always Very often Often Hardly Never
2. How often do you click on those adverts?
Always Very often Often Hardly Never
3. Do you find your desired information about new product/service on Facebook?
Always Very often Often Hardly Never
4. Do you share Facebook advertisements of new products by tagging your Family?
Always Very often Often Hardly Never
5. Do you share Facebook advertisements of new products by tagging your Friends?
Always Very often Often Hardly Never
6. I purchase products or services using Facebook?
Always Very often Often Hardly Never
7. I have used Facebook to purchase goods specifically tailored to my demand?
Always Very often Often Hardly Never
8. How often you like a post of new product advertisement on Facebook?
Always Very often Often Hardly Never
9. I have been misguided by the advertisement given on Facebook page about a new product?
Always Very often Often Hardly Never
10. Have you faced quality indifference of products that are sold through Facebook and actual
market?
Always Very often Often Hardly Never
Student Service Holder Business Other
64
Below are a number of statements regarding attitudes towards Facebook advertisements. Please
indicate to what extent you agree or disagree.
Strongly Disagree
Disagree
Neutral
Agree
Strongly
Agree
11. Do you think the new
products/services promoted in
Facebook match your life style?
12. Do you think the product/service
pages in facebook works as a platform
to interact with the product/service
provider or with other customers?
13. Do you find the advertisements on
Facebook exciting?
14. Do you find Facebook more
convenient way to find out about new
products/services rather than going to
the market?
15. Do you prefer using Facebook to
find out about the new trends of
products/services?
16. Facebook can be considered as an easy way of checking adverts
17. Facebook advertised products reflects my image
65
18. Facebook provides products that matches with my social status
29. Visual quality of the adverts given on Facebook are satisfactory.
20. Facebook Provides reliable information about the products advertised.
21. Facebook Brand pages/ groups are responsive
22. High number of advertisements bothers me while using facebook.
23. Quality of the products are fair for the price charged.
24. Overall I am satisfied with the advertisements of products on Facebook
25. I share the ads of facebook with my friends
26. I share the ads of facebook with family members
27. I can recall the ads seen in the facebook in the long run
28. I can recall the ads seen in the facebook in the short run
29. Facebook ads create purchase intention in me
66
30. I feel facebook ads have better reach among the people
31. Facebook ads are not disturbing to me.
Recall some experiences:
……………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………………
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