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Impact Of Online Advertisement Social Media

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Discuss about the Impact Of Online Advertisement Social Media.





Background of the research

The internet technology has replaces a majority of works due to which people develop the tendency to accomplish almost all of their work through internet. The number of internet users have been also growing since the introduction of the internet and in the year June 2018, it is expected that Indian internet users will reach the number of 500 million (The Times of India 2018).

Moreover, on considering the utilization of the internet on social media, it has been found that majority of people use Facebook (30%) and YouTube (30%) followed by WhatsApp (28%), Facebook Messenger (20%), Instagram (19%), Google+ (19%), Twitter (18%) and Skype (15%) (Statista, 2018).

Marketers nowadays thus target these sites for their brand promotion and give advertisement to raise the brand awareness among the people. This research will demonstrate the influence on the customer perception regarding products for purchasing due to these social media advertisement. 


Problem statement

Bakshi and Gupta (2013) highlighted that advertisement is the best way of communication with the customers and making them aware of the products that is available in an organization. This enhances the brand image and their familiarity in the market (Solomon et al. 2014). There are several approaches through which marketers can advertise their brand- traditional and contemporary method. Tingchi Liu et al. (2013) portray that newspapers, billboards, radio and televisions are the old way to promote the brand to the users. However, in technological era, where majority of people spend average of 1 to 2 hours daily on social network, marketers have now targeted this media to promote the details of their brand (Statista 2018).

However, the argument arises whether or not the promotion or advertisement made through these social media influence the people to buy products from the organization. Thus, this research will arise highlight the impact online advertisement through social media made on the purchasing decisions of the end-users.


This research aims on finding the impact of the online advertisements that is made through social media marketing for influencing the buying behavior of products. 


  • To understand consumer perception of advertising in social networks
  • To research on the impact of advertising on social media

Literature Review

Concept of online advertising

The use of Internet for the brand promotion in search of new customers and getting more orders from them is known as online advertisements (Taylor et al. 2012). Hanafizadeh (2012) furthermore stated that any form of advertisement that is broadcasted with the help of internet in termed as online advertisement. The major reason due to which online advertisement has become popular in nature is because it is inexpensive, can reach to wide audience, can be personalized to target more users and ease in tracking the progress or failure (Wang and Chen 2012).

Category of online advertisement

There are several approaches through which online advertisement can be accomplished. There are:

E-mail advertisement

The basic purpose of e-mailing is to send the message electronically to the receiver. However, the use of e-mail as an advertisement tool is developed when the marketer started emphasizing on customization of the advertisement (Hsin Chang et al. 2013). Azad et al. (2013) stated that e-mail advertisement help in raising the sense of being valued from the organization and they started feeling more committed towards the brand. This helps the organization to strengthen their customer base. 


 Floating advertisement

De Mooij (2013) depicted that these are the advertisement that often pop up in the window either in a full screen or to a smaller part of the window. Floating advertisement can be considered as a rick media advertisement that can be superimposed according to the user-requested page. Online marketers identify the sites or the products that people are looking for and then try to influence them for purchasing the product (Li and Kannan 2014). In recent times, marketers use different approaches like including sound, animations or design it with different bright colors of any shape for attracting more customers.

Social Network advertisement

Targeting the Facebook, YouTube, Instagram, Twitter or Google+ regarding spreading the news of new products that an organization launches or the improvement brought in existing products is known as social network advertisement (Gil de Zúñiga et al. 2012). These advertisements can be in the form of Facebook ads or sponsored tweets. Since people are spending a significant amount of time in social media and this is the reason that marketers use this kind of advertisement for sharing their progress for products improvements, different discounts and offers and future initiatives for the betterment of the customer relationship (Taylor et al. 2012).

Criteria for advertising and promotion through social media

Transparency of the advertisement content

Hanafizadeh (2012) stated that online advertisement often does popped in the window while searching for anything over the internet. User may get attracted by the advertisement and click on the link given but if there are unlimited details regarding the products that results in confusion among the consumer, they are less likely influenced by the advertisement.

Ease in finding the details

The details of the advertisement regarding the products should be given on the first page after clicking to the advertisement window. This will help the user to make their mind for purchasing that particular product. De Mooij (2013) argued that if these details concerning the specifications have to be found out after lot of effort, the customer might lose their interest in online advertisement. 


Approaches to influence consumer perception through online advertising in social networks

Show window pop-ups matched for the products that they desire to purchase

Taylor et al. (2012) highlighted that marketers focus on the history of the user’s computer to list down the products that the user searches on the online purchasing websites. They save the cookie on their system and pop the advertising window on the user’s computer regarding the same product. The frequency for the appearance of this window can be repeated along with the different images or the most liked product’s picture in the range that the user previously liked (Bakshi and Gupta 2013).     

Attach the advertisement with the user feedback link

A user can be easily influenced if many experienced user says that a particular is good and they might be easily convinced to buy that product. Majority of users look for the ratings and customer’s comment for gaining precise idea regarding the products. Solomon et al. (2014) thus highlight that in recent times, the online advertisement window also illustrates the rating of the products that furthermore attract the customer to make their mind for purchasing the product.


Philosophical approach/paradigm

Hughes and Sharrock (2016) stated that the sources from where the data are gathered in order to develop idea regarding the research topic are known as philosophical approach for the research study. The topic that is selected for the dissertation is impact of online advertisement through social media on consumer perception and the best data that can be gathered is directly from the respondents and thus positivism philosophical approach will be considered. Moreover, the data obtained and the research finding from research papers are considered for answering the research question. Since, no new theories or concepts has been highlighted, deductive method will be used.

The reason for selecting this philosophical approach is that:

  • The questionnaire will help to formulate the objective reality of the social facts
  • The research variables can be clearly identified and the relationship between then will be effectively measured
  • The questionnaire method will also helpful in measuring the research outcome without any biasness of the socially constructed reality
  • Several question based on the research variable can be asked for addressing the research objectives
  • The obtained results through the data can be easily reduced in to numerical indices that show the accuracy towards the research topic.

Research Strategy

Questionnaires are considered for this research, whose outcome will be evaluated quantitatively. Kitchin and Tate (2013) stated that quantitative data is more beneficial as it allows measuring and analyzing data for finding the research outcome. The research outcome can be effectively utilized for finding out the relationship between the research variable. In this research two variables are taken into consideration- online advertisement and consumer perception. The dependent variable is online advertisement; while, the independent variable is consumer perception. The questionnaire will be designed based on these research variables proceeded by some demographic questions.

The demographic question is designed to take the basic information like their age, gender, perception regarding the social media and use of this media. The demographic question will be then followed by the details of factors that the users like about the online advertisement and feel about this variable. The next set of question will be based on their perception that is influenced by online advertisement. This procedure is selected as it will help to find the relations between the two considered research variables.

Data Collection

Method for gaining access

Flick (2015) depicted that data can be collected for the research in two different ways- primary and secondary. The data when collected from the respondents through survey, questionnaire and interview, it is referred as primary data collection. On the other hand, when sources like newspaper excerpts, research papers and website published statistical data have been considered, the procedure is known as secondary data collection. Petty et al. (2012 stated that primary data collection method is selected the research is oriented for specific goals and purpose and the actual scenario can be portrayed through the collected data. On the other hand, Wahyuni (2012) argued that the approach of data collection is more time consuming and sometimes the answer given by the people not always feasible and they do not demonstrate the correct perception. In this research study, the primary data will be collected from random online users through open ended question that is formulated based on the research variables so that the research objectives can be properly addressed. The reason why the secondary research has not been selected is that the secondary sources provide outdated data that may impact the genuineness of the research outcome.


There are two sampling method- probability and non-probability sampling method. Bryman (2015) furthermore depict that when all the research respondents are provided with equal priority to participate in the research, it is referred as probability sampling technique. Moreover, when not all the respondents get the similar chance to participate in the research, it is known as non-probability sampling technique (Flick 2015.). In this research, the probability sampling technique will be used where research respondents selected through simple random sampling method. Moreover, the number of the participants participated in the research is known as sample size which will be 150 for this research study. 


Data Analysis

According to Bns and Hv (2013), research data that is collected from the research is analyzed to find the research result to answer the research question. There are two different methods through which this analysis can be done- quantitatively and qualitatively. In quantitative data analysis method, the data are evaluated numerically; however, in qualitative data analysis method, theoretical data is considered (Coleman 2013). In this research study, the method of quantitative analysis will be utilized. The questions are basically based on two different research variables- online advertisement and consumer perception. The data obtained from the respondents on these research variables are assessed through regression analysis in order to find out the relationship between the two considered variables. In this way, it can be proved that these variables are correlated and there is an impact of the independent variable on the dependent variables for this research study.

The questionnaire will be comprise of 15 open ended questions in which first five question will be demographic questions and the rest of the questions will be based on the research variables. All the selected respondents are provided with one questionnaire sheet and asked to return them within 14 days. The list of the research respondents will be formulated so that after gathering all the responses, it can be ensured that all the response sheets have been received. In order to avoid the uncertainty to obtain all the 150 response, more than 150 questionnaires will be distributed and only 150 fully answered response sheets will be considered.  The frequency noted from each research question is depicted into charts and graphs with the help of Microsoft Excel.

Challenges and Limitations

The challenge that can be occurred is in finding the reliable respondents for the questionnaire survey. Since the topic is based on the impact of online marketing on the customer perception, it is hard to identify such people initially, who are involved with the online purchasing and knows the concept of online advertisement. Otherwise, the result obtained from the survey will not be genuine and describe the research topic. Another challenge that can be obtained is that the users will answer the questionnaire based on their past experiences which may results in damage to the findings of this study. This process indicates the biasness of the research result. Moreover, another challenge is to find out sufficient sources illustrating the similar research topic so that the findings of the research can be cross-checked.

In terms of limitation, in this research only the people above 18 years are considered as these people are independently related with the online purchases. Thus, the perception below 18 years people will never be identified. Moreover, this research analysis is only based on primary research and quantitative study. Thus, no secondary data has been collected in order to cross-check the finding of the primary data outcome. Another prime limitation is that simple random sampling method is used based on which ample size from one particular location has been obtained. This is marked as limitation because the entire nation is involved with the social marketing and somehow influenced through online advertisement. Thus, the perception regarding the research question cannot be obtained from other demographic area.

Ethical matters

Miller et al. (2012) stated that following research ethics is important doe accomplishing the research without any problem and illegal involvements and the validity and reliability of the findings of research can also be obtained. This research study will also be conducted by following all the research ethics. All the research respondents are provided with consent form and duly signed by them. This will be utilized as a proof that all the selected respondents participated in the research at their will. Moreover, the data obtained from the respondents will be protected under the legislation Data Protection Act (1998). The data gathered by the research is also used only for finding the research output and no hidden benefits are there. Additionally, no respondents are forced to change their answer concerning the research question.

Research timetable

Main activities/ stages

1st Week

2nd- 4th Week

5th- 6th Week

7th-8th Week

9th Week

10th- 11th Week

12th Week









Literature review and secondary data collection








Data collection Methods








Primary data collection and interpretation








Analysis of Data Collection








Conclusion of the Study








Recommendation of the study








Submission of first draft








Table: Timeframe for the research

(Source: Created by Author) 


Reference Lists

Azad, N., Zarifi, S., Hozori, S. and Hashemi, S., 2013. A survey on critical factors influencing new advertisement methods. Management Science Letters, 3(2), pp.569-574.

Bakshi, G. and Gupta, S.K., 2013. Online advertising and its impact on consumer buying behavior. International Journal of Research in Finance and Marketing, 3(1), pp.21-30.

Bns, R. and Hv, R., 2013. An overview of interpretive phenomenology as a research methodology. Nurse Researcher (through 2013), 20(6), p.17.

Bryman, A., 2015. Social research methods. Oxford university press.

Coleman, R. ed., 2013. Deleuze and research methodologies. Edinburgh University Press.

De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.

Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research project. Sage.

Gil de Zúñiga, H., Jung, N. and Valenzuela, S., 2012. Social media use for news and individuals' social capital, civic engagement and political participation. Journal of Computer?Mediated Communication, 17(3), pp.

Hanafizadeh, P. ed., 2012. Online Advertising and Promotion: Modern Technologies for Marketing: Modern Technologies for Marketing. IGI Global.

Hsin Chang, H., Rizal, H. and Amin, H., 2013. The determinants of consumer behavior towards email advertisement. Internet Research, 23(3), pp.316-337.

Hughes, J.A. and Sharrock, W.W., 2016. The philosophy of social research. Routledge.

Kitchin, R. and Tate, N., 2013. Conducting research in human geography: theory, methodology and practice. Routledge.

Li, H. and Kannan, P.K., 2014. Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research, 51(1), pp.40-56.

Miller, T., Birch, M., Mauthner, M. and Jessop, J. eds., 2012. Ethics in qualitative research. Sage.

Petty, N.J., Thomson, O.P. and Stew, G., 2012. Ready for a paradigm shift? Part 1: Introducing the philosophy of qualitative research. Manual therapy, 17(4), pp.267-274.

Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Pearson.

Statista., 2018. India - average time spent on social media 2015 | Statistic. [online] Available at: [Accessed 5 Apr. 2018].

Statista., 2018. India: social network penetration 2017 | Statistic. [online] Available at: [Accessed 5 Apr. 2018].

Taylor, D.G., Strutton, D. and Thompson, K., 2012. Self-enhancement as a motivation for sharing online advertising. Journal of Interactive Advertising, 12(2), pp.13-28.

The Times of India., 2018. Number of Indian internet users will reach 500 million by June 2018, IAMAI says - Times of India. [online] Available at: [Accessed 5 Apr. 2018].

Tingchi Liu, M., Brock, J.L., Cheng Shi, G., Chu, R. and Tseng, T.H., 2013. Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour. Asia Pacific Journal of Marketing and Logistics, 25(2), pp.225-248.

Wahyuni, D., 2012. The research design maze: Understanding paradigms, cases, methods and methodologies.

Wang, J. and Chen, B., 2012, April. Selling futures online advertising slots via option contracts. In Proceedings of the 21st International Conference on World Wide Web (pp. 627-628). ACM.


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