Effectiveness of Social Media Advertising-A Study in Khulna City
Effectiveness of Social Media Advertising-A Study in Khulna City
Effectiveness of Social Media Advertising-A Study in Khulna City
IN KHULNA CITY
Submitted By:
S.M. Imran Wahid
ID: 080347
Supervised By:
Md. KhashrulAlam
Associate Professor
Submitted To:
The Coordinator
Internship and Placement Committee
KHULNA UNIVERSITY
30 April, 2015
April 30, 2014
The Coordinator
Internship and Placement Committee
Business Administration Discipline
Khulna University, Khulna
Subject: Submission of Internship Research Study
Dear Sir,
I am pleased to present my internship research study on Effectiveness of Social Media
Advertising: A Study in Khulna city which has been prepared as per requirement of BBA
program. The research study was prepared primarily based on the information gathered from
internet users of Khulna city.
I, therefore, would like to declare that I have been really enjoying preparing the research study
and feeling that the experience I have gathered in doing so will help me enormously in future. I
hope my sincere efforts as reflected in this research study will be blessed with your kind
approval.
Sincerely
_________________
S.M.Imran Wahid
ID#080347
Supervised by
_______________
Md. Khashrul Alam,
Associate Professor
Business Administration Discipline
Khulna University
Khulna.
ACKNOWLEDGEMENT
First of all, I thank The Almighty Allah for giving me the ability to finish this report successfully
in due time.
Then, I would like to extend my heartfelt gratitude and thanks to respected teacher and internship
supervisor MrMd. KhashrulAlam, Associate ProfessorBusiness Administration Discipline,
Khulna University, for his invaluable guidelines, suggestions and advices when needed.
My sincere thank goes to all the respondents who responded as internet users for taking time and
responding the questions sincerely.
I also offer my thanks to all who helped me with suggestions and taught how to use complex
analytical tools like SPSS and Microsoft Excel.
Table of Content
Chapter No Title
Page
Executive Summary
viii
Chapter 1 Introduction
01-05
02
03
03
04
1.5 Methodology
1.5.1 Nature of the Research
1.5.2 Population
1.5.3 Data collection Method
1.5.4 Sample Size
1.5.5 Variables
1.5.6 Data Analysis
04
04
04
04
04
05
05
1.6 Limitation
05
Chapter 2
Literature Review
06-08
Chapter 3
09-23
09
09
12
3.3.1 Facebook
12
Chapter No Title
3.3.2 YouTube
3.3.3 Google Plus
Page
13
13
3.3.4 LinkedIn
3.3.5 Instgram
14
15
3.3.6 Twitter
16
17
17
19
20
21
21
22
23
Chapter 4
Findings
24-25
Chapter 5
26
List of Figures
Figure No
Title
Page
Figure 01
09
Figure 02
10
11
Figure 04
17
Figure 05
17
Figure 06
18
Figure 07
18
List of Tables
Table No
Title
Page
Table 01
12
Table 02
13
Table 03
14
Table 04
Table 05
15
Table 06
16
Table 07
15
19
Table 08
20
Table 09
22
Table 10
23
Table 11
23
Executive Summary
Like newspaper, radio and television, internet is another medium of advertising. Internet is a new
invention which was commercialized in 1990s. Unlike radio and television, communication on
the internet can be more robust and facilitating. It not only provides information but also receives
it and can distribute digital product and service. Because of its added facility it has gained
popularity and experienced phenomenal growth all over the world including Bangladesh.
Though television advertising investment is still above that of every other media, internet has
surpassed radio few years ago and it is taking larger share of the advertising investment
gradually. Being a new and complicated medium for advertisement, there has been a lack of
noteworthy research that identifies the model to measure the effectiveness of this type of
advertising. Among several ad delivery method, social media advertising is one of the most
popular form of internet advertising to the advertisers.Billions of people worldwide access these
platforms to share their feeling every day. That makes them ideal places for advertising.
Khulna being the third largest and populous city of Bangladesh, there is a huge number of social
media users in this city who use one or multiple social media sites every day. For advertisers, this
could be an ideal market for advertising and promotion.
The main objective of this study is to find out the effectiveness of different social media
advertisements in Khulna city. As there are no established set of criteria to measure this
effectiveness both objectively and subjectively, the secondary objective is to find out a complete
set of criteria for measuring effectiveness of online ads. As internet penetration rate is rising in
all areas of Bangladesh especially in metropolitan cities like Khulna, it is high time to take a look
at the effectiveness of social media advertising in this area. Unfortunately no significant study is
found on this subject matter for this market.
In order to carry out this study, 170 internet users were selected as per convenience for survey.
Studying the literature 9 variables or criteria are chosen to measure the effectiveness of social
media advertising. The respondents were asked those criteria-based questions as well as about
frequency of use of social media and about their attitude toward social media advertising
comparing with traditional media like TV, radio and print media.
By frequency of use Facebook stands far above any other social media. Most of the internet users
in Khulna use at least this site should they use any other site or not. Some other frequently used
social media are Google Plus and YouTube. People have positive attitude towards the
advertisements on Facebook, Google Plus, YouTube and LinkedIn. Though twitter usage is more
than that of LinkedIn, according to the set of criteria twitter ads are not so effective in Khulna.
Usage of Pinterest, Instagram and Tumblr are low in this area.
As a communication media the Internet is rather new. It was commercialized in the 1990s. From
then until today the world has witnessed tremendous growth of its usage. In Bangladesh, internet
was introduced in 1996. In 2005 the total internet user in Bangladesh was only 0.2% of the
population whereas in 2012 around 6.3% of the population had access to internet (World Bank,
2102) which is 32 times than it was in 2005. According to Pew Research (2015), a U.S. based
research institute, 11% of the total population has access to internet in Bangladesh now in 2015
which mean internet usage rate has increased 55 times since 2005.
Internet penetration rate is higher in urban areas than that in rural areas of this country. Khulna,
with an area of 59.57 km and a population of 1.4 million is the 3rd largest metropolitan city of
this country (Wikipedia, 2015).Along with telecom operators, internet is made available by
broadband and WiMax ISPs. A big portion of Khulna-city-dwellers has access to high speed
internet which is an opportunity for internet advertisers who target this market. The more people
are gaining access to internet the more money marketers are investing in internet advertising,
alternatively known as online advertising.
Social Media advertising is one among many types of online advertising. Social Media are
websites and applications that enable users to create and share content or to participate in social
networking.
Social media boom started almost 12 years ago with the commencement of LinkedIn in 2003.
Then came MySpace and Facebook the following year. YouTube was introduced in 2005 and
Twitter in 2006. During the gone decades social medias population has grown incredibly to
billions of people worldwide. Facebook alone has 1.35 billion active users worldwide (Statista,
2015) whereas on YouTube, more than 6 billion hours of video are watched each monththat's
almost an hour for every person on Earth (YouTube Press, 2015). By May 2014 LinkedIn
reached to 300 million users (Wikipedia, 2015). By October 2013, Google Plus had 540 million
active users. (Wikipedia, 2013).
Recognizing this much popularity of social media sites, companies and firms have regarded
social media presence as part of their marketing communication strategies. A study by BursonMarsteller, a public relation firm shows that 79% of the top 100 companies in the list of Fortune
500 use at least one of the social media sites like Twitter, Facebook, YouTube or blogs and 28%
use all the 4 (Burson-Marsteller, 2010).The internet industry has developed some of its own
metrics like ad impression, click rate, time on page, time on site etc to measure the effectiveness
of an ad campaign. But some of these metrics are problematic and inaccurate for quantifying
digital branding effects, especially when considering internet users click on less than 1% of
displayed ads and are never in view of about a third of all ad impression served (Lauren Fisher,
2012). Unlike these digital tracking-based metrics, a survey is more reliable for finding out the
effectiveness of online advertising activities. However, traditional criteria have to be re-shaped to
make it fit for internet industry.
This paper measures effectiveness in terms of trustworthiness of the media/channel,ability to be
recognized, ability to draw attention, ability to arouse interest, engagement, ability to form
purchase intent, post view behavior, and control over the advertisement.
The communication on internet and thus social media is reciprocal in nature unlike
traditional media. And, visitors are not bound to view any ad. They can ignore an ad if
they want. This gives consumers more control over social media ads unlike traditional
media ads like those on TV, magazine and radio. So traditional measures of advertising
effectiveness is not completely fit for measuring the effectiveness of social media ads.
One social media can have different ad delivery methods. For example, banner, boost
post, invitation to like a page/try a game/try an app, page feeds, posts in timeline, post in
groups, chatting are the different modes of Facebook advertising. Other social media sites
have different ways of delivering ad. So, its tough for researchers to get a complete set of
criteria that is able to measure the effectiveness of all types of social media ads.
To find out the effectiveness of Social media advertising for Khulna city.
Sub-Objective
To find out the criteria of measuring online advertising effectiveness so as to measure the
effectiveness of social media ads for Khulna city.
1.5 Methodology
1.5.1 Nature of the Research: The research is descriptive in nature. It aims to look into the
effectiveness of social media advertising in light of some variables, frequency of use and by
comparison with some other traditional media.
1.5.2 Population
Everyone who has access to internet in Khulna is within the population. There are about 1.4
million people living in Khulna city. According to the latest statistics, 11% Bangladeshi has
access to internet which means there are approximately 154000 internet users in Khulna city.
1.5.3 Data collection Method
Data were collected by survey with structured questionnaire. For most of the questions, 5 point
likert scale was used to collect data from the respondents. There were some open ended
questions too. So, only primary data were used for analysis.
1.5.4 Sample Size
The sample size was 170. Since the population size is approximately 154000, confidence interval
is 7.5 and confidence level is 95%, by formula the sample size is 170. This formula was used to
determine the sample size:
Where, Z = Z value (e.g. 1.96 for 95%
confidence level)
N=Population size.
p = response distribution, expressed as
1.5.5 Variables
There are 9 criteria to measure the effectiveness of social media ads. All are independent in
nature. These criteria are ad visibility, brand awareness, brand recall, trust in the ad, information
provided is adequate or not, liking or following of fan pages and video channels, whether the ad
interesting or not, click rate and purchase intent. Other than these criteria, frequency of media
use and comparison with other media is also analyzed.
According to AIDA model (Barry, 1987) these criteria can be categorized in 3 different phases
namely- cognitive, affective and behavioral. These are the stages of any type of marketing
communication. Ad visibility, information provided and brand awareness belong to the cognitive
stage. Though brand recall does not fall into any of the stages of communication but is the ability
recall a brand is dependent of effects at affective stage. Trust, interest and purchase intent fall
under affective stage while click rate and liking/following belong to the behavioral stage.
1.5.6 Data Analysis
Data was analyzed the following way:
Measures of the central tendency (i.e. mean, median and mode) of variables.
Measures of variation (i.e. variance and standard deviation) of the variables.
Percentage calculation according to the responses.
1.6 Limitations
The world of Information technology is constantly changing. Social media sites change
their look and ad delivery methods frequently. Users sometimes cannot be updated with
new updates of these sites. So, understanding the questions of the questionnaire might be
tough for them and seem unknown about the issue in question.
Respondents often just choose the answers without thinking deeply. This behavior affects
the appropriateness of the survey.
discussion with other friends. So, engagement is a unique criterion for any type online promotion
including one that is done on social media.
With respect to the numerous unique features that distinguish the Internet from other traditional
media, interactivity should be considered as one of the main reasons that make this medium a
substantial advertising vehicle. Cho and Leckenby (1999) defined the term, "interactive," from
an advertising perspective as "the degree to which a person actively engages in advertising
processing by interacting with advertising messages and advertisers".
The center point of interactivity is control ownership, that is, how much the exposure to ads is
controlled by the user and how much it is by the advertiser (Pavlou and Stewart, 2000). So, Level
of control is another criterion of online advertising effectiveness. In addition to control
ownership, ad visibility might differ on the website environment. So, ad visibility is variable in
determining the effectiveness of online advertisements. Effectiveness of online ads can also be
measured with the rate of ad clicks. Click is the final action of behavioral stage of AIDA
model.
Source of the message, channel of the message and the message itself are the three major criteria
for measuring the effectiveness of any advertisement (Belch and Belch, 2004). Advertising
effectiveness depends on the credibility of the message-source, power and trustworthiness of the
channel or media and content of the message. Trustworthiness is rather a bigger factor for online
advertising than for traditional ones because the internet industry is rich in frauds and spammers
and users other than tech savvy people often find it hard to distinguish between genuine ads and
spams. Credibility of the message source and content of the message is covered earlier by
Attention and Interest stages of the AIDA model.
All types of online ads including social media ads contain a link that once clicked, leads to the
advertisers website where the product or service is offered with more information. So, every
online ad is intended to take the user to its advertisers website. Whether a person exposed to ad
will click on it is vastly dependent on the ad or link carriers trustworthiness, amount of info
provided, ability to draw attention and interest, and ability to form purchase intent.
Social Media Advertising:Burson-Marsteller study finds that 65% of the Fortune 100
companies use Twitter which means Twitter is the most popular social media among business
firms (Burson-Marsteller, 2010).
As found in the social media marketing industry report, 39% of the marketers spend ten hours
more in a week on social media and 64% of them spend 5 hours or more (Stelzner, 2009). These
findings reveal that marketers are being actively engaged in social media and this is an emerging
powerful media for advertising and promotion.
Few businesses have gained some success through social media advertising. Dessert Gallerys
visitors increased 20% per month after Facebook fans grew from 283 to 817 (Pradiptarini, 2011).
BluBird Interactive Ltd has observed increase in customer contact and brand awareness after it
increased promotional activity on social media. It has also observed that circulating job
advertisements over social pages creates positive brand image (Hassan, 2014)
According to Author of The Thank You Economy Gary Vaynerchuk, social media sites enable
businesses to enhance the customer interaction that has already been established by traditional
media like print ads, radio and television to a more personal level. Moreover, these sites have
enables companies to build closer relationship with customers and expand the market to
customers that they could not reach before (Rooney, 2011).
16-26 years
27-36 years
37-46 years
Above 46 years
500
1000
1500
2000
2500
3000
3500
4000
On an average Facebook is used 24.86 days, YouTube is used 14.97 days, Google Plus is used
16.09 days, Twitter is used 8.46 days, LinkedIn is used 8.12 days, Pinterest is used 11.5 days,
Instagram is used 5.63 days and Tumblr is used 9.33 days in a month. The depth of usage is
portrayed belowTumblr
YouTube
Instagram
Twitter
1-10days
11-20days
21-30days
LinkedIn
Pinterets
Google Plus
facebook
0
20
40
60
80
100
120
140
There are 2 in Instagram, 1 in Pinterest and 1 in Tumblr who use the respective sites more than
10 days a month. No one use Tumblr, Pinterest and Instagram more than 20 days a month.
3.3.2 YouTube
Table 02: List of Means and Standard Deviations for YouTube Ads
Question
Mean
STD
Ad visibility
3.56
0.885
Brand awareness
3.35
0.935
Recall
3.47
0.965
Trust the ad
3.22
0.865
Ads are interesting
3.72
0.988
Ad gives adequate information
3.26
0.898
Click rate
3.24
0.967
Liking/following
3.29
1.059
Purchase Intent
3.00
0.987
The table shows that the mean for Ad visibility is 3.56 which means ads are to some extent
visible on YouTube. It slightly creates brand awareness as the mean for brand awareness is 3.35.
The ads also help recall the brand name logo or relevant picture of the product or service. Most
of the respondents agree to the fact that YouTube ads are interesting and that is not too hard to
anticipate because YouTube entertains its visitors with videos. Regarding the points of adequate
information, click rate and liking or following YouTube Channels the means are 3.26, 3.24 and
3.29 which are slightly above the neutral line. People at times form purchase intent after viewing
any ad on YouTube.
3.3.3 Google Plus
Though paid advertising is not yet launched on Google Plus there is a pretty big scope of
advertising a brand on Google Plus. Users can follow different business pages from where they
get update about the product or service. The latest Google Plus post also shows everywhere on
google network.
Table 03: List of Means and Standard Deviations for Google Plus Ads
Question
Mean
STD
Ad visibility
3.76
0.722
Brand awareness
3.44
0.933
Recall
3.40
0.914
Trust the ad
3.35
0.952
Ads are interesting
3.54
0.918
Ad gives adequate information
3.38
0.971
Click rate
3.71
0.895
Liking/following
3.65
0.875
Purchase Intent
3.40
0.850
From the table above it is seen that respondents believe ads are very visible of Google Plus and
they create brand awareness. They are moderately able to recall the brand name or logo when
purchasing a product. The ads are moderately interesting. The means of click-rate and following
of pages are high which are 3.71 and 3.65 which means they often click on those ads to seek
more information and they follow different business pages to be updated about the product or
service.
3.3.4 LinkedIn
LinkedIn is a network of professionals and the platform is designed to showcase professional
qualification. For employers it is a good platform is recruit talents. This social media has the
general features like all others i.e. creating professional profile, messaging, following, posting
and commenting. It supplements business articles and provide platform to discuss on business
topics. Businesses can create business page and run ad campaign for a fee. Table 04 analyzes
different questions asked about LinkedIn-
Table 04: List of Means and Standard Deviations for LinkedIn Ads
Question
Mean
STD
Ad visibility
3.59
0.795
Brand awareness
3.65
0.862
Recall
3.35
0.931
Trust the ad
3.65
0.862
Ads are interesting
3.88
0.928
Ad gives adequate information
3.76
0.831
Click rate
3.65
0.931
Liking/following
2.94
0.966
Purchase Intent
3.18
0.883
Respondents believe that ads are visible on LinkedIn and they create brand awareness. People
trust the ads since the mean for this question is 3.65. The mean for the variable interesting ad is
3.88 which clearly shows that LinkedIn ads are interesting. These ads give adequate information
about the product or service and click rate is also good. Formation of purchase intent is slightly
higher than the neutral line.
3.3.5 Instagram
Table 05: List of Means and Standard Deviations for Instagram Ads
Question
Mean
STD
Ad visibility
3.17
0.753
Brand awareness
3.33
0.516
Recall
3.50
0.837
Trust the ad
3.00
0.894
Ads are interesting
3.00
0.894
Ad gives adequate information
3.17
0.753
Click rate
2.83
0.983
Liking/following of Channels
2.50
0.837
Purchase Intent
2.50
0.548
Only 8 persons among 170 use Instagram at least once a month. From figure 02it is seen that 7
persons use Intagram 1-10 days a month whereas there is only one person who use it more than
10 days a month. From this data it is evident that Instagram is not as popular as Facebook,
Google PlusTwitter, LinkedIn and YouTube.
Respondents are slightly above neutral about the visibility and brand awareness capability of
Instagram ads. However they believe they can somewhat recall the brand name, logo or character
of the product or service. Trust and information factor of Instagram ads are on the neutral line. It
is unlikely that respondents often click on Instagram ads or intend to buy any product or service
after seeing the ad.
3.3.6 Twitter
26 persons use Twitter at least once a month. Among them 19 persons use it 1-10 days a month, 6
persons use it 11-20 days a month and only one person uses it regularly. Though Twitter is one of
the most popular social media sites in the world, in Khulna city it is not as popular as Facebook,
Google Plus and YouTube. The table below analyzes the variables of TwitterTable 06: List of Means and Standard Deviations for Twitter Ads
Question
Mean
STD
Ad visibility
3.04
0.958
Brand awareness
2.96
0.916
Recall
3.19
0.939
Trust the ad
3.04
0.916
Ads are interesting
3.35
1.018
Ad gives adequate information
3.08
0.977
Click rate
3.38
0.941
Liking/following
3.46
0.811
Purchase Intent
3.00
0.938
Respondents are neutral about the visibility and brand awareness capability of Twitter ads. They
can somewhat recall the brand name, logo or any relevant picture of the product or service. They
find the ads moderately interesting. The click rate is 3.38 which is moderate. They agree that
they follow different business accounts. Purchase intent is neutral.
3.3.7 Pinterest and Tumblr
Both Pinterest and Tumblr have very low number of users in Khulna city. Among the
respondents only 4 persons use Pinterest and only 3 persons use Tumblr at least once a month.
The user statistics proves that the prospect of advertising on these platforms for Khulna city
dwellers is not high.
than TV ads
radio ads
Figure 04 shows, a big percentage of people agreed to the statement that social media ads are
more motivating than print media ads. Figure 05 shows most of the respondents disagree to the
statement that social media ads are more motivating for them than TV ads. It justifies the fact the
though internet advertising investment is on the rise TV advertising investment alone covers
around 40% of the total advertising expenditure worldwide (eMarketer, 2014).
Figure 06 shows that 27% strongly agrees and 44% agrees that social media ads are more
motivating than radio ads. Figure 07 shows that 43% agrees and 9% strongly agrees that social
media ads are motivating that billboard ads.
of df
Mean Square
Sig.
.872
.420
57.886
78.449
.738
.482
13.500
2.000
6.750
.263
.832
64.721
.013
.987
84.326
26.600
3.170
.061
63.375
15.083
4.202
.086
322.916
72.695
4.442
.014
60.167
.535
.598
45.832
Within Groups
8516.131
162
52.569
Total
Between Groups
Use of Google Plus Within Groups
Total
Between Groups
Use of Pinterest
Within Groups
Total
Between Groups
Use of LinkedIn
Within Groups
Total
Between Groups
Use of Twitter
Within Groups
Total
Between Groups
Use of Instagram
Within Groups
Total
Between Groups
Use of YouTube
Within Groups
Total
Between Groups
8607.794
115.772
5334.538
5450.310
27.000
2.000
29.000
1.665
906.100
907.765
168.652
611.810
780.462
63.375
90.500
153.875
645.833
7851.086
8496.919
60.167
164
2
68
70
2
1
3
2
14
16
2
23
25
1
6
7
2
108
110
1
Use of Tumblr
Within Groups
112.500
Total
172.667
Use of Facebook
112.500
The respondents can be divided into 3 different user groups students, business men and service
holders. Table 07 shows where there is any variance of usage by user groups. It is said that when
the significance level is below .05 there is a variance. Among the different platforms only at
YouTube the significance is below .05 that is .014. So, usage of YouTube varies according to the
different user group. Since no other platform has a significance level below .05 it can be
concluded that social media usage does not tend to differ according to user groups in Khulna city.
Brand Awareness
Brand Recall
Trust
Interesting
Adequate Info
Click Rate
Linking/Following
Purchase Intent
df
Mean Square
19.600
2.800
Within Groups
305.003
390
.782
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
324.603
14.357
328.839
343.196
7.127
344.363
351.490
8.440
304.294
312.734
9.476
362.265
371.741
8.485
346.663
355.148
13.887
341.550
355.437
31.502
333.988
365.490
11.454
397
7
390
397
7
390
397
7
390
397
7
390
397
7
390
397
7
390
397
7
390
397
7
Within Groups
338.649
390
Total
350.103
397
Sig.
3.580
.001
2.051
.843
2.432
.019
1.018
.883
1.153
.329
1.206
.780
1.545
.150
1.354
.929
1.457
.181
1.212
.889
1.364
.219
1.984
.876
2.265
.029
4.500
.856
5.255
.000
1.636
1.884
.071
.868
For this study, respondents were asked questions about ad visibility, brand awareness, brand
recall, trust in the ad, whether the ad is interesting or not, adequate information provided or not,
how often they click on a social media ad, how often the follow/like fan pages, and about
purchase intent. These are the variables of measuring the effectiveness of social media
advertising. Table 08 shows the variance of answers of these questions depending on different
platforms. The variance is significant between .000 and .05.
The significance value of ad visibility is .001 which means answers to this question varies on
different types of social media platforms. In some social platforms, ads are visible where in some
other ads are not frequently visible. This might have caused because though the mean values for
ad visibility of Facebook, Google Plus, YouTube and LinkedIn is high, the mean values for ad
visibility of Pinterest, Twitter, Instagram and Tumblr is low.
Since ad visibility varies depending on different platforms, brand awareness also varies. The
significance value for brand awareness is .019 which is less than .05. So the variance is
significant.
Click rate and also varies depending on different social media platforms. The significance value
for click rate is .029. Significance value for Liking/following is .000 which means it significantly
varies media to media.
Significance value of brand recall is .329 which means it does not vary upon different types of
social media. It is probably because of users control ownership. Users can see or avoid any ad in
social media. For the lack of required attention they can hardly remember ads.
Trust, interest and adequate information have significance value of .150, .181 and .219 which
means they do not vary media to media.
3.7Correlation Analysis
3.7.1 Correlation Among the Variables of Cognitive Stage
Cognitive stage variables are ad visibility, brand awareness, and information provided by ad.
Since all the variables belong to the same stage of advertising communication there are
significant positive correlations among them. Table 09 shows the correlation values:
Sig. (2-tailed)
Brand Awareness
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Adequate Info
Brand Awareness
Adequate Info
.382**
.216**
.000
.000
398
1
398
.377**
.000
398
1
398
.382**
.000
398
.216**
398
.377**
Sig. (2-tailed)
.000
.000
398
398
398
Ad visibility and brand awareness have a correlation value of .382 and its significance value is .
000 which means they are significantly and positively correlated. Ad visibility and ad
information is also positively and significantly correlated. The correlation value is .216 and it is
significant. Brand awareness and ad information have a correlation value of .377 and
significance value of .000. So they are positively and significantly correlated.
Brand recall and trust have a correlation value of .342 and significance value of .000. So they are
significantly and positively correlated. Brand recall and interest have a correlation value of .346
and significance value of .000 so they are also significantly and positively correlated. Similarly
brand recall and purchase intent, trust and interest, trust and purchase intent, interest and
purchase intent are significantly and positively correlated.
Trust
1
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Trust
Interesting
Purchase Intent
Interesting
Purchase Intent
.342**
.346**
.417**
.000
.000
.000
398
1
398
.293**
.000
398
1
398
.318**
.000
398
.438**
.000
398
1
398
.342**
.000
398
.346**
.000
398
.417**
398
.293**
.000
398
.318**
Sig. (2-tailed)
.000
.000
.000
398
398
398
398
.438**
398
Click Rate
Pearson Correlation
Click Rate
Sig. (2-tailed)
N
Pearson Correlation
Linking/following
Linking/following
.547**
.000
398
.547**
Sig. (2-tailed)
.000
398
398
1
398
Click rate and Liking of fan pages have a correlation value of .547 and a significance value of .
000 which means they are strongly and significantly correlated.
I. When it comes to giving adequate information through social media ads, LinkedIn stands at
top. Other medias mean at this variable is not so high.
J. In all social media purchase intent after viewing the ad is low. It is maybe because of the lack
of trustworthy online payment gateways in Bangladesh. (Pew Research, 2015)
K. Facebook is the most effective platform for social media advertising in Khulna city since it
has huge number of users and it scores good at ad visibility, brand awareness, click rate, interest
and liking/following fan pages.
L. Since Google Plus and YouTube are also frequently used by Khulna city users and they have
good scores in most of the criteria, they are also effective for social media advertising
M. Though number of LinkedIn users is low in Khulna city compared to Facebook, Google Plus
and YouTube,it is a place for professionals. For highly targeted advertising LinkedIn is excellent.
N. Answers to most of the questions asked to respondents vary significantly depending upon the
social media. Ad visibility, brand awareness, click rate and liking/following significantly vary
media to media.
O. There are significant and positive correlations among the variables of a same advertising
communication stage which justifies the validity of those variables.
purchase intent may have happened because of the lack of trustworthy online payment gateways
like paypal. Sometimes the goal of the online advertisement is to take the user to a desired sales
webpage page. In this case formation of purchase intent is far cry.
People believe TV advertising is still better than social media advertising. To some extent print
media advertising too. Word wide TV advertising expenditure is still far above all other media.
Online advertising expenditure is rising in the world its true but its mainly cutting off the
shares of billboard, radio and print media ads (eMarketer, 2013). A big portion of online
advertising investment is the investment in social media advertising. Social media advertising is
of course effective. However, advertisers with big budgets should run social media advertising
side by side with traditional media like TV advertising to have an integrated marketing impact.
References
Barry, T., 1987. Current Issues and Research in Advertising, Churchill Livingstone, London, UK
Belch, G., Belch, M., 2004. Advertising and Promotion: An Integrated Marketing
Communication Perspective, Tata McGraw-Hill, New Delhi, India
Burson-Marsteller, 2010.Seventy Nine Percent of Large International Companies are Using at
Least One Social Media Platform to Engage with Stakeholders. Retrieved January 12, 2015,
from:http://goo.gl/J8PvEV
Cho, C., Leckenby, J.,1999. Interactivity as a Measure of Advertising Effectiveness: Antecedents
and Consequences of Interactivity in Web Advertising. In: Roberts M., Gainesville, F.,: American
Academy of Advertising, pp. 162-179.
Financial Express, 2013. 2.80m people use Facebook in BD. Retrieved January 13, 2015, from
http://goo.gl/06100J
Fisher, L., 2012. Quantifying Digital Brand Ad Effectiveness: Finding the Right Mix of
Meaningful Metrics.Retrieved January 12, 2015, from http://goo.gl/wra4BT
Hassan, A., 2014. Personal Interview. 10 December, 2014
Li, H., Janice, L., 1999. Cognitive Impact of Banner Ad Characteristics: An Experimental Study.
Journalism and Mass Communication Quarterly, 76 (2), 341-353
Pavlou, P., Stewart D., 2000. Measuring the Effects and Effectiveness of Interactive Advertising:
A Research Agenda. Journal of Interactive Advertising 1(1). Retrieved January 13, 2015, from
http://jiad.org/article6.html.
Pew Research Center, 2015.Internet Seen as Positive Influence on Education but Negative on
Morality in Emerging and Developing Nations. Retrieved April 28, 2015, from
http://goo.gl/1fj9tr
Pradiptarini, C., 2011. Social Media Marketing: Measuring Its Effectiveness and Identifying the
Target Market. Journal of Undergraduate Research, XIV (2011).
Rooney, J., 2011. Loyalty Innovation, Now an Organic Campaign. Advertising Age, 82(13),
16. Retrieved January 13, 2015, from http://goo.gl/p5VRHs
Statista 2015,Number of monthly active Facebook users worldwide from 3rd quarter 2008 to 3rd
quarter 2014 (in millions). Retrieved January 12, 2015, from http://goo.gl/WWuLCh
Stelzner, M., 2009. Social Media Marketing Industry Report, March, 2009. Social Media
Examiner, California, USA.
Wikipedia, 2013. Google+. Retrieved January 12, 2015, fromhttp://en.wikipedia.org/wiki/Google
%2B
Wikipedia, 2015. Khulna. Retrieved February 3, 2015, from http://en.wikipedia.org/wiki/Khulna
Appendix
Questionnaire
This survey is conducted in order to develop a research paper on Effectiveness of Different
Social Media Advertising: A Study in Khulna City, Bangladesh as a requirement for the partial
fulfillment of BBA program, Khunla University. Your effort to fill up this questionnaire is highly
appreciated.
Regards
S. M. Imran Wahid
Name:
Age:
Occupation:
Please tick mark beside the social media site that you use at least once a month.
II.
Facebook
Google plus
Pintereset
LinkedIn
Twitter
Instagram
YouTube
Tumblr
Please mention your frequency of use of the social media sites. Put approximate number
of days you use a social media site in the blank space. Ignore those that you do not use
at least once a month.
days in a month
________
days in a m
days in a month
________
days in a m
days in a month
days in a m
days in a m
In the following area, only rate the social media sites that you visit/use at least once a month against the questions/statements.
1. Advertisements are very visible on a social media site.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
2. Social Media Advertisements make you aware of the product or service brand.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
3. You can keep in mind the advertised product/services brand name, logo or any related picture.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
6. Social media advertisements provide the right and adequate message about the product or service.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
8. You often like or follow fan-pages of different product/service to be updated about their promotional offers and other news.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Neutral
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
Completely
Agree
The following section compares social media advertising with other form of traditional
advertising. Please put tick mark beside the option that best describes your situation.
10. From an overall perspective, social media ads motivate you more than TV ads
Completely disagree
Disagree
Neutral
Agree
Completely agree
11. From an overall perspective, social media ads motivate you more than print media ads
(for example, newspaper ads)
Completely disagree
Disagree
Neutral
Agree
Completely agree
12. From an overall perspective, social media ads motivate you more than radio ads
Completely disagree
Disagree
Neutral
Agree
Completely agree
13. From an overall perspective, social media ads motivate you more than billboard ads
(billboards are different big outdoor signboards you often see on both sides the street)
Completely disagree
Disagree
Neutral
Agree
Completely agree