Social Media AdvertisingSocial Media Advertising

Video 1:38Henna Bakshi, Sarah Dyke, Alexandra Griffin

Theoretical DefinitionsTheoretical Definitions

The return on investment of a campaign – the amount of money that is made

What size audience the campaign reaches

Whether or not the campaign reaches a well-defined target audience

Operational DefinitionsOperational Definitions• ROI is measured in dollar

amounts and the amount of influence the campaign has on consumer behavior.

Size of audience reached is measured by the number of people who saw the advertisements.

Quality of audience reached is measured by things like audience interaction and audience loyalty using polls and surveys.

Previous FindingsPrevious FindingsFacebook is the most popular

social media website with 310 million daily unique visitors in 2011

75% of Brand ‘Likes’ came from advertisements in 2011

71% of companies used Facebook in 2011

Huffington Post

Research QuestionsResearch Questions RQ 1: Is a person’s age related to the

number of social media accounts he or she has?

RQ 2: Is a person’s age related to his or her income level?

RQ 3: Is a person’s gender related to the frequency that he or she clicks on a social media advertisement?

RQ 4: Is a person’s gender related to the likelihood that he or she will purchase something advertised on a social media account?

RQ 5: Is the likelihood that a person will purchase something online after clicking on a social media advertisement related to the number of social media accounts he or she has?

RQ 6: Does the number of social media accounts a person has affect the amount of time he or she spends on social media, per day?

HypothesesHypotheses H1: A person’s age affects the

number of social media accounts he or she has.

H2: A person’s age is related to the amount of yearly income he or she makes.

H3: A person’s gender is related to the frequency he or she clicks an ad on his or her social media account.

H4: A person’s gender is related to the number of times he or she makes a purchase after clicking an ad on a social media account.

H5: The likelihood of someone purchasing something online after clicking an ad on his or her social media account is correlated with the number of social media accounts he or she has.

H6: The amount of social media accounts one has affects the amount of time he or she spends using social media, per day.

Methods: SampleMethods: SampleN = 50 Males (50%); Females (50%)Age range = 13-6549% of interviewees were in the 20-29 age group.

Methods: ProcedureMethods: Procedure

Convenience volunteer sampling

• We handed out 50 tangible

surveys to our friends and

family.

H1: H1: Age affects the number of Age affects the number of social media accounts you have. social media accounts you have.

Result: Yes it does.Sig. level: .012 = 98.8%

confidence

The older you are, the fewer number of social media accounts you have.

Age affects the number of social Age affects the number of social media accounts you have. media accounts you have.

H2: H2: Age affects your income. Age affects your income. Yes it does.Sig.: .004 = 99.6% confidence Positive correlation= the older

you are, the more money you make.

H2: H2: Age affects your income. Age affects your income.

Relationship Between Relationship Between H1 and H2H1 and H2

Younger people own more social media accounts, but older people have more money to spend. Therefore…

Relationship between H1 and H2Relationship between H1 and H2

Social media ads are targeting a younger audience, when in actuality people with more income are not using social media as much.

H3: H3: Gender affects the frequency that a person Gender affects the frequency that a person clicks on an ad while using a social media account.clicks on an ad while using a social media account.

• Result: Gender affects frequency, but not at a high significance.• Sig. Level: .145 = 85.5% confidence • Males tend to click on ads more than females, but not by a lot.

Gender affects the frequency that a person clicks Gender affects the frequency that a person clicks on an ad while using a social media account.on an ad while using a social media account.

H4:H4: Gender affects the number of Gender affects the number of times a person makes a purchase after times a person makes a purchase after clicking on an ad via a social media clicking on an ad via a social media account.account.

Yes, gender does affect online purchases via social media ads.Sig. Level: .034 = 96.6% confidence• Females make more purchases via

social media ads than males.

Gender affects the number of times a Gender affects the number of times a person makes a purchase after clicking person makes a purchase after clicking on an ad on their social media on an ad on their social media account.account.

Relationship Between H3 and H 4Relationship Between H3 and H 4

Even though males clicked on social media ads more than females, females made significantly higher number of purchases via social media ads than males.

H5: The number of social media accounts H5: The number of social media accounts one has is correlated with the number of one has is correlated with the number of purchases they make.purchases they make.

Yes, the more social media accounts one has, the more likely it is that they make a purchase via social media ads.

Sig: .011 = 98.9% confidence

The more social media accounts The more social media accounts you have, the more likely you you have, the more likely you are to make a purchase via a are to make a purchase via a social media ad.social media ad.

H6: The number of social media accounts one H6: The number of social media accounts one has affects the amount of time one spends on has affects the amount of time one spends on social media.social media.

Yes, the more social media accounts you have, the more time you spend on social media.

Sig: .000 = 100% confidence

The more social media accounts The more social media accounts you have the more time you you have the more time you spend on social media.spend on social media.

Relationship Between H5 and H6Relationship Between H5 and H6Individuals who have a greater number of social

media accounts spend more time on those accounts and are exposed to a larger number of advertisements on those social media sites and are more likely to be persuaded to make a purchase.