The Effect of Social Media Advertisement on Buyer Intensions.

ByMuhammad Majid Sohail

(L-21041)

ToA Research Proposal Submitted to the Faculty of Management Sciences,

National University of Modern Languages, Lahore

1. Introduction Social media becomes a significant way through which people are connect

with other people or with an organization. Different studies have indicated that people use information on social

media as the guideline for their future purchase or planning. social media is tool used as an advertising for the marketer. Marketers take this advantage and develop marketing strategy accordingly

that could help them to gain more customers. Social media environment is very easy to apply and to access the customer

1.1 Purpose of Study

The aim of this research is to determine at which extent Social Media has role to influence buyers toward purchase

2. Literature Review

Through internet, accessibility of everything have become easy from different links. (S, 2015)

Marketers have accepted that the social media marketing has an essential part of their marketing strategies. Furthermore, it helps organizations to connect with their customers. These communications help marketers to identify customer needs and wants. (Sema, 2013).

As social media usage has becomes more extended, people share their interests, personal experiences purchase process and customer services. This is also helpful for marketer to identify new market (Harrison, n.d.).

2. Literature Review

(Ozer, 2012) Indicated that the social media concept is the top of the agenda for several business men today, so companies try to find ways in which they can make profitable use of applications such as G+, Facebook, Instagram, YouTube, Twitter and LinkedIn.

Each social site attracts a certain group of people and firms should be energetic wherever their customers are existing.

The main objective of advertising is to create awareness of a company, a website, a brand, or an event in order to enhance sales and make more profits.

2. Literature Review

If you simply place your promotional posts on different media and ask people to purchase products, your campaign will fail (Black box social media , n.d.).

One of the significant characteristic of social media that it has become a platform where multiple users are interact with a single piece of content but they can also go against a movement if the comments are negative or off-topic (Mercer, n.d.).

3. Hypotheses

Ho: There is no effect of social media advertisements on buyer intensions

HA: There is positive effect of social media advertisements on buyer intensions

4. Research Design

4.1 PopulationBusiness Students of W category Institutes in Lahore The current population of Business Students in Lahore approximately is 64,000. 4.2 Sample Size and Sampling Strategy A total 384 respondents of total population will be treated as a sample confidence level of 95% and confidence interval of 5 Simple random sampling technique will be applied

4. Research Design

• 4.3 Data collection methods & Response ScalesQuestionnaire of both types i.e., self-administrated where possible and the non-self-administrated in remote areas (through Internet) will be used for data collection.And scales include; Likert Scale, Dichotomous Scale, & Rating Scale.4.4 Data AnalysisThe collected responses will be analyzed with the help of suitable statistical tools (SPSS). The regression will be employed to investigate the impact of the independent variable on the dependent variable.

References Ganguly, S. (2015, March 17). marketingland.com. Retrieved from Why Social Media Advertising Is Set To Explode In The

Next 3 Years: http://marketingland.com/social-media-advertising-set-explode-next-3-years-121691 Sema, P. (2013, July 20). Does Social Media Affect Consumer Decision-Making. Retrieved April 30, 2016, from http://

scholarsarchive.jwu.edu/cgi/viewcontent.cgi?article=1023&context=mba_student Harrison, K. (n.d.). cuttingedgepr.com. Retrieved from People trust social media more than advertising: http://

www.cuttingedgepr.com/articles/people-trust-media.asp Ozer, S. (2012, August 28). The Effect of Social Media on Consumer Buying Decision Process. Retrieved April 2016, from

http://trap.ncirl.ie/815/1/Sinem_Ozer.pdf Black box social media . (n.d.). Retrieved from blackboxsocialmedia.com:

http://blackboxsocialmedia.com/negative-impacts-of-social-networking-sites-for-businesses/ Mercer, E. (n.d.). Negative Effects of Social Media on Business. Retrieved May 11, 2016, from

http://yourbusiness.azcentral.com/: http://yourbusiness.azcentral.com/negative-effects-social-media-business-12640.html worldometers.info. (n.d.). Retrieved from world population:

http://www.worldometers.info/world-population/pakistan-population/ (n.d.). Retrieved from wikipedia: https://en.wikipedia.org/wiki/Lahore