MKT 470 Raju

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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

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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

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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

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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

Facebook

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 >


For desired information: calculate t- value= 32.906, critical value = 1.652. Calculated value >


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 >


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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




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 >


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 >


For advertisement bother: calculate t- value= 25.210, critical value = 1.6552.Calculated value >


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..




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.


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 >


For reliable information: calculate t- value= 28.584, critical value = 1.6552. Calculated value >


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For responsiveness: calculate t- value= 30.319, critical value = 1.6552.Calculated value > critical

value based on 148 df..




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.


For purchase product: calculate t- value=36.114, critical value = 1.6552. Calculated value >


For specially tailored: calculate t- value= 37.734, critical value = 1.6552. Calculated value >


For like a post: calculate t- value=30.359, critical value = 1.6552. Calculated value > critical


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For purchase intention: calculate t- value= 28.943, critical value = 1.6552.Calculated value >





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


For share with friends: calculate t- value= 28.129, critical value = 1.6552. Calculated value >


For share with family: calculate t- value=26.877, critical value = 1.6552. Calculated value >


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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.


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 >


For social status: calculate t- value=30.883, critical value = 1.6552. Calculated value > critical





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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.


For quality indifferent: calculate t- value=31.559, critical value = 1.6552. Calculated value >


For visual quality: calculate t- value=37.808, critical value = 1.6552. Calculated value > critical


For price charged: calculate t- value=27.827, critical value = 1.6552. Calculated value > critical


For overall satisfied: calculate t- value=26.602, critical value = 1.6552.Calculated value > critical





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?


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

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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?


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?


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?

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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?


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?


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

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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?


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?


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?


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?


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?


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?


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?


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?


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?


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

Facebook

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

Facebook

32.906 148 .000 2.839 2.67 3.01

38

Do you share

Facebook

advertisements of

new products by

tagging your Family

37.554 148 .000 3.718 3.52 3.91

Do you share

Facebook

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


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


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


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


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


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


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


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


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


N Mean

Std.

Deviation

Std. Error

Mean

I purchase products or

services using

Facebook

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

Facebook

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

Facebook

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

Facebook

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


N Mean

Std.

Deviation

Std. Error

Mean

Do you prefer using


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


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


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


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

Facebook

149 2.66 1.223 .100

One-Sample Test

Test Value = 0

51

t df

Sig. (2-

tailed)

Mean

Difference


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

Facebook

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

Facebook

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

Facebook

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

Facebook

-.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


seen in the

facebook in the

long run

.345 .091 .325 3.787 .000 .165 .525


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?


3. Do you find your desired information about new product/service on Facebook?


4. Do you share Facebook advertisements of new products by tagging your Family?


5. Do you share Facebook advertisements of new products by tagging your Friends?


6. I purchase products or services using Facebook?


7. I have used Facebook to purchase goods specifically tailored to my demand?


8. How often you like a post of new product advertisement on Facebook?


9. I have been misguided by the advertisement given on Facebook page about a new product?


10. Have you faced quality indifference of products that are sold through Facebook and actual

market?


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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