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Advances in Journalism and Communication, 2018, 6, 61-73
http://www.scirp.org/journal/ajc
ISSN Online: 2328-4935
ISSN Print: 2328-4927
DOI:
10.4236/ajc.2018.62006 Jun. 29, 2018 61 Advances in Journalism and Communication
A Qualitative Study on the Outcomes
of Social Media Advertising
Shariful Islam1*, Mohammad Iqbal Mahmood2
1School of Journalism and Information Communication, Huazhong University of Science & Technology, Wuhan, China
2Bangladesh University of Professionals (BUP), Dhaka, Bangladesh
Abstract
In this modern digitalized world, almost everyone is attached with internet. So
there is an opportunity for the advertisers to use the social apps/internet for
the purpose of advertising. This study was conducted to check the impact of
social media adverti
sing on customers’ purchase intention while considering
the customers’ motivation and customers’ perception as mediating variables.
This is a qualitative study based on the interpretivism philosophy which is
conducted on university students in China. The p
opulation for this research
was the entire students of the university and the data were
collected through
interviews from 10 respondents. The respondents were the students of diffe
r-
ent departments of the university owning the smart phones and using Fac
e-
book and Instagram. Framework analysis approach was used to see the co
m-
mon responses of students regarding outcomes of social media advertising.
The results have indicated that advertising on social media increases custo
m-
ers’ motivation and improves perceptio
n of the company for viewers which
ultimately enhances customers’ purchase intention.
Keywords
Social Media, Advertising through Photos, Customers’ Motivation, Perception
1. Introduction
After the arrival of social media, marketing trends have been entirely changed.
Due to this revolution, interactive relations have been developed between firms
and their consumers. And it is playing its role to increase the brand awareness
among consumers (Radwanick, 2010). To obtain new purchasers and fulfill their
needs, social networking appeals are used in ads. It is used to get free advertising
by users as well as to get users to share their perception about the brand. Social
media advertising contains the strong attraction to be considered as the best tar-
How to cite this paper:
Islam, S., & Mah-
mood
, M. I. (2018). A Qua
litative Study on
the Outcomes
of Social Media Advertising
.
Advances in Journalism
and Communic
a-
tion
, 6,
61-73.
https:
//doi.org/10.4236/ajc.2018.62006
Received:
April 8, 2018
Accepted:
June 26, 2018
Published:
June 29, 2018
Copyright © 201
8 by authors and
Scientific
Research Publishing Inc.
This work is licensed under the Creative
Commons Attribution International
License (CC BY
4.0).
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Open Access
S. Islam, M. I. Mahmood
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10.4236/ajc.2018.62006 62 Advances in Journalism and Communication
geted medium for the purpose of advertising which offers the advanced ways
and tactics to target the potential and existing customers using social media
phones which can never be done through traditional advertising media such as
print media, television and radio (Leppaniemi & Karjaluoto, 2005). So there is a
need to investigate the reason(s) to rely on the social media for marketing pur-
poses (Waters, Canfield, Foster, & Hardy, 2011). Using the apps platforms
through smart phones for advertising purposes is less expensive and affordable
for small scale businesses as compare to other advertising Medias. Companies
either manufacturing concern or services concern have started researches to find
the efficiency of digital advertising to enhance their awareness in the general
public which generates the positive trend in sales (Johns & Perrott, 2008).
Consumer decides to purchase a product/service after making the perception
about that specific product/service. Consumer perception means that what the
consumer thinks about a particular product or brand. The promotional tech-
niques and advertising can affect the consumer perception and the purchase in-
tention but the results can vary depending upon the advertising channel (Elliott
& Speck, 1998). Nokia conducted a study by HPI Research. The results shown
that the major market of social media phone users who are the persons from the
age group of 16 - 45 years are willing to receive the advertising through social
media and they are welcoming this warmly (Leppaniemi & Karjaluoto, 2005).
Before the arrival of smart phones in the open market, social media advertising
was made through SMS and there are a huge number of researches showing the
customers’ willingness to be advertised through their social media phones.
However, the trends have been entirely changed with the passage of time. Due to
the inventions in the area of information technology, people spend their most of
the time while using social media phone apps. As in today’s modern world
where most of the people are attached with social media through smart phones,
tablets and laptops, so it would be a better way to advertise the products on the
social media to get the positive purchase intention of the consumers which leads
towards an increase in sales due to customers’ positive purchase intention.
Previous studies recommended for the brands to provide such platforms for
their customers on which they can interact with each other (Rowley, 2004). This
would be very helpful for the firms to get knowledge about the consumer per-
ception regarding the brand or product. As advertising media, social media is
playing an important role for the advertisers as well as customers to get benefits
from others’ comments and posts (Cha, 2009). Many firms are inspired by the
social media i.e. facebook which can link the internet users in a virtual relation-
ship to get benefit from their likes, shares and comments on different posts
which can be useful for their brand (Andriole, 2010).
The information which is available on the social media can be effective for the
users who join that particular community and the contents that exist on web
pages have the power to influence the consumers’ perceptions about the brand
(Zhao, Grasmuck, & Martin, 2008). There are also chances for the advertisers to
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speed up the number of viral messages received by the customers through smart
phone apps and social media. By this engagement, consumers will be able to see
the images or other contents posted by their social media friends on their pro-
files (Rodgers, Melioli, Laconi, Bui, & Chabrol, 2013). Holzner (2008) studied
that there are more chances to increase the brand image and the sales of that
particular brand through social media when the people consider the groups on
different social media platforms as the most reliable source of information.
In the present digital world, the influence of the social media marketing on
the motivation, perception and purchase intention of the customers should be
studied. It is to be needed to find the impact of social media advertising such as
apps platforms on consumers’ perceptions and motivation which will influence
the purchase intention of the customers. This is beneficial to draw a model for
social media advertising that demonstrates the vibrant linkage between consum-
er purchase intention and social media advertising through smart phone apps by
taking the mediating effects of motivation and consumers perception about the
brand (Dehghani & Tumer, 2015). Our study is a step forward towards the un-
derstanding of the consumers’ purchase intention to adopt the brands through
social media advertising by using social media or social media apps. This paper
primarily focuses on the impacts of social media advertising while examining the
relationships among customer perception, motivation and purchase intention.
The research question of this study is as follows:
Is there a positive impact of social media advertising on customers’ purchase
intention?
2. Literature Review
2.1. Social Media Advertising
The market of smart phones is increasing day by day. It is estimated that there
are roughly 2 billion smart phone users in the market (1.91 billion to be exact)
till Oct 13, 2015, with that number expected to increase another 12% in 2016 to
top 2.16 billion people globally (Kissonergis, n.d.). Social media advertising will
clearly become more relevant in the coming years as analysts’ estimates reveal
(Leppaniemi & Karjaluoto, 2005). Social media advertising means to use the so-
cial media phones for the purpose of advertising. There are various definitions of
social media advertising in different academic and industrial publications. The
Social media Marketing Association, the worldwide leader in promoting social
media marketing via social media devices, defines m-marketing as the use of the
social media medium as a communications and entertainment channel between
a brand and an end-user (Fornell & Larcker, 1981). After the introduction of
multi touch screen social media phones in 2007, a number of people adopted the
smart phones though out the world. There is an increasing trend of smart phone
usage as most of the retailers are receiving more than 50% of the online traffic
from the smart phones instead of computers or laptops. Google play and Apple
App store’s statistics show that the number of downloads through smart phones
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is more than 135 billion and is expected to cross 268 billion till 2017. Social me-
dia users spend more than half of their media usage time on social media apps.
In simple words we can say that people are addicted of social media apps.
Through social media apps users are able to perform a number of tasks like
searching, retrieving and sharing the information, bill payment, map navigation
and to make purchases. Due to the high customer involvement in social media
apps, many companies have developed their smart phone apps to communicate
and advertise their products to their customers (Kim, Wang, & Malthouse,
2015). About 60% of smart phone owners have encountered smart phone adver-
tising while 69.5% have viewed smart phone advertisements, and 62.3% have
purchased advertised products or services (Kim & Han, 2014). By considering
above phenomenon, it can be concluded that the customer are highly attached
with social media through smart phone apps. So platform of social media apps can
be a good place for advertising the brands. As there is a great number of people
having smart phones so there are high chances to target the high number of people
through social media apps. There will be an increasing trend of social media apps
advertising in the coming years due to increase in the number of smart phone us-
ers which indicates the opportunity for the organizations to retain the current
customers as well as to attract the potential customers with through apps adver-
tising which as in inexpensive and efficient way to aware the customers.
2.2. Customer Perception
Customer perception is difficult, complex and dynamic to define (Issanchou,
1996). However, we can say that customer perception is a marketing concept
which means a customer’s impression, awareness or consciousness about a
company or its products/services. Kazmi (2012) defined the perception as it is
how a human recognize and interpret stimuli. In other words we can say that
perception is the very first impression which is drawn by a person and on the
basis of this impression, he/she selects and interprets the information to shape a
meaningful image of the world (Munnukka, 2008). Due to this, it is believed that
customer perception influences the purchase intention of the customer. It can be
affected by advertising, reviews, public relations, social media, personal expe-
riences and other channels. In this era when smart phone users have a large
number, there can be positive impact on customer perception about the compa-
ny through advertising on social media phones. Awareness plays an important
role to generate a positive customer perception about the company/brand which
leads towards the purchase intention and the awareness can be created by adver-
tisement and media (Aaker & Joachimsthaler, 2000). Customer perception and
the purchase intention can be interdependent on each other; customer percep-
tion can be affected by purchase intention (Nandagopal & Chinnaiyan, 2003). As
these variables are interdependent so the customer purchase intention also be
stimulated be customer perception about that specific product. Customer per-
ceptions are not fixed i.e. Perceptions do not remain same all the time. These can
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be changed (Köster, Mojet, Frewer, Trijp, & others, 2006). It means that adver-
tising may play its role to change the perceptions of the customers about the
company/brand. We can say that advertisement is the driving force (Akaka &
Alden, 2010), which have the power to shape customer perceptions. The selec-
tion of media for the purpose of advertising is a sensitive process as it leaves its
impact on customer perception which drives towards the purchase intention. So
it is necessary to choose the right media for the advertisement as type of media
used for advertising influences the customer perceptions (Liligeto, Singh, & Naz,
2014). Through cognition, advertising plays its role to shape the consumer beha-
vior. Cognition is the perception of an individual which is communicated
through advertising. To observe these cognitions; customer perception, senses
and attention are used by an individual (Jakštienė, Susnienė, & Narbutas, 2008).
2.3. Customer Motivation
Motivation is a condition when person encourages the desire of individuals to
undertake activities to achieve a goal (Setiadi, 2003). (Dharmestha & Handoko,
2008) said that motivation is the needs and desires of individuals are directed on
purpose to obtain satisfaction. Internal and external factors influence the cus-
tomers’ purchase process. Psychological motivation works as a stimulator to
drive the customers’ behavior to go to the store for the purchase which will fulfill
their need (Kim & Jin, 2001). Motivations for purchase were firstly studied by
(Tauber, 1972). He proposed that customers are motivated for buying due to
several psychosocial motives. These can be divided into personal motives in-
cluding entertainment, physical activity, learning about new trends and the so-
cial motives include social past experience, communication, social status, au-
thority, and pleasure of bargaining (Tauber, 1972). Celsi & Olson (1988) sug-
gested that there is a positive relationship between motivation and advertise-
ment. Customers having high level of motivation will watch the advertising with
more devotion. Advertisements are equipped with emotional and rational ap-
peals. These appeals work as an arousal to motivate the customers psychologi-
cally to purchase the products. Advertisement influences the customers to moti-
vate them to buy a particular product/service and it can make or change the
perception of a customer about that particular product/service (Fatima & Lodhi,
2015). Advertising plays an important role to shape the customers’ buying beha-
vior and work as a source of motivation which enforce the customer to purchase
that particular product/service which was shown in the advertising (Rai, 2013).
Customer behaviors are shaped and they are motivated to purchase a particular
product/service with the help of advertising. Previous studies proposed that the
advertisements are the source of motivation for the customers which help them to
remember the product/service and purchase it repeatedly by hitting their minds
(Pope, Voges, & Brown, 2009). It means that there is a direct relationship between
advertising, advertising media and the customer motivation. And this motivation
works as a stimulus which leads the customer towards making buying decision.
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2.4. Purchase Intention
Purchase intention can be defined as a customer’s perception to purchase a par-
ticular product and/or service. Keller (2001) suggested that there are many fac-
tors (internal and/or external) which can have their impact of the customers’
purchase intention. There are several internationally conducted studies on vari-
ous factors influencing purchase intention but no one has studied the impact of
social media advertising on the purchase intention. Based on the study of
(Dehghani & Tumer, 2015) social media advertising, customer perception and
customer motivation are the factors which can influence the customers’ pur-
chase intention. It is difficult and complex to study the customer’s purchase de-
cision(s). Purchase intention is normally backed by customer perception. Pur-
chase behavior is an important factor to evaluate a specific product/brand
(Keller, 2001). Purchase intention is an efficient tool to predict the customers’
buying decisions (Jayanti & Ghosh, 1996). Purchase intentions drive the cus-
tomers when they decide to buy a specific product(s). Customers normally like
to buy the well reputed and familiar products; which is because of the brand
awareness created by advertising (Keller, 1993; Macdonald & Sharp, 2000). Pur-
chase intention can be divided into three categories including “unplanned buy-
ing”, “partially planned buying”, “fully planned buying”. When a customer
makes the decision to buy a specific product in the store, it is the “unplanned
buying”, it can also be called the “impulse buying behavior”. In case of “partially
planned behavior” customer decide about the product category before going to
the store and the brand of that product category is decided inside the store.
When a customer decides about the products’ specifications, category and brand
before going to the store then it is the “fully planned behavior” (Engel, Blackwell,
& Miniard, 1995). The customer purchase intention about a brand which is well
known is high as compare to another brand which is not much known (Dodds,
Monroe, & Grewal, 1991; Grewal, Krishnan, Baker, & Borin, 1998; Hsu, 2000)
proposed that a well known brand will also have the high market share as com-
pare to a brand which is less known. Due to the familiarity with a product, cus-
tomer will have a greater purchase intention for that particular product (Kamins
& Marks, 1991). As much the customer encountered with the advertising of a
product, he/she will become more familiar with that particular product. Con-
sumers are affected by brand familiarity when they make their perception to
purchase a particular product/service (Alba & Hutchinson, 2000). It indicates
that advertising is a key player which can build the brand familiarity into the
prospects’ minds that works as a stimulus to make the purchase intentions about
that product/service with which a customer is familiar.
3. Proposed Model and Hypotheses Development
On the basis of the previous literature review discussed above, the conceptual
framework and the hypotheses for this study are developed in this portion. To
study the impact of social media advertising on the customer purchase intention,
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customer motivation and customer perception are considered. The different
items to measure the above said variables were adopted by (Sinkovics, Pezderka,
Haghirian, & others, 2012; Wang & Sun, 2010; Xu, Liao, & Li, 2008: p. 20). The
hypotheses of our research are as follows;
H1: “Social media advertising has a positive impact on customer motivation.”
H2: “Social media advertising has a positive impact on customer perception.”
H3: “Customer motivation has a positive impact on customers’ purchase intention.”
H4: “Customer perception has a positive impact on customers’ purchase intention.”
H5: “Social media advertising has a positive impact on customers’ purchase
intention.”
These hypotheses have been checked through the interviews and framework
analysis approach. If the arguments of the students will be in consensus regarding
these hypotheses then they will be accepted, otherwise hypotheses will be rejected
(Figure 1).
4. Methodology
Our study is based on interpretivism philosophy and the results of the study are
derived from real fact and figures and sensory experience. This is a qualitative
cross sectional study by nature as data was collected only for one time. The re-
search was conducted in a public university of China. And the data was collected
by the students of the university. The respondents of our study are the under
graduate and post graduate students. They were in different years of their educa-
tion and from different fields of study i.e. business administration, commerce,
information technology and law etc. We selected this organization for the data
collection because majority of that population own the smart phones and they
are familiar with social media phone apps. As we have collected the data from
university students so by using the inductive approach, we can be able to generalize
our results to the whole population of the country which is using the smart phone
apps. The data was collected from a 10 respondents through interviews. Those 10
respondents have been selected randomly through purposive sampling technique
but to assure the representativeness of the sample, one student from each depart-
ment has been selected. Following questions have been asked in interviews:
1) Do you think that social media advertisement is effective for customers?
2) What sort of feelings you experience after seeing advertisement on social media?
3) How your purchase pattern develops through social media advertisement?
Figure 1. Conceptual framework.
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4) Either there is any role of motivation and perceptions of customers in de-
veloping purchase intention?
5) Why social media advertisements are better than traditional media adver-
tisements?
Framework analysis approach has been utilized in this research study which is
one of the most renowned qualitative data analyses techniques. In this tech-
nique, data obtained from the interviews have been classified in consensus and
opposite responses to compare that how much students of different departments
have been agreed on the impacts of social media advertisement on customers
and to analyze the degree to which they think in contrast to each other. The
same thing has been repeated for all other questions which have been asked in
the interviews.
Respondents’ Profiles
The data was collected from 10 respondents. From which 50% were male and
50% were female respondents. Most of the respondents were from the age group
between 18 - 25 years. About 62.3% of the respondents were the undergraduates
or less and remaining 37.7% were the post graduate students.
5. Results and Analysis
Framework analysis approach is one of the most popular approaches among qu-
alitative analysis approaches. In this analysis, researcher analyzes the common
and consensus responses of interviewees and tries to develop his or her under-
standing on the basis of those mutual responses. Following is Table 1 in which
framework analysis has been done.
Table 1. Framework analysis.
Framework Part
Consensus Response
Opposite View
Effectiveness of
Social Media
Advertisement
Most of the respondents found agreed on the fact that social media
advertisements are effective as they are portraying the detailed and real
picture of the product or organization to bulk of people with minimal cost.
Very Few respondents have also shown disagreement as
they argued that many times undesired ads are
broadcasted on social media which creates the emotions of
anger.
Experience about
Social Media
Advertisement
Almost all respondents have confirmed that social media advertisements
have motivated them to shop those things which they have not previously
done. For an instance, most of them quoted the ads of Ali Baba on Facebook
which has motivated most of them to become a supplier or buyer at same
platform.
Rare respondents have indicated that imaginary and
artificial products shown on ads have deceived them in
their shopping experience so their experience is not good
about Social Media ads.
Development of
Purchase
Intention
Respondents have specifically quoted the incidents in which social media and
its ads have persuaded them to purchase some commodities.
Some respondents said that although most of the ads on
social media enhance purchase intention still there are
some ads of unwanted products which also reduce
purchase intention for such products.
Motivation and
Perception
Change
Respondents have unanimously shown their consent that motivation and
perception bridge the way between social media ads and purchase intention.
Few students from marketing background also gave reference of AIDA model
in which they exhibit that interest creates motivation and makes the
perception better resulting in ultimate purchase.
Few respondents said that sometimes increased
motivation and positive perception do not sustain till the
ultimate purchase mostly because of purchasing power
differences.
Comparison with
Traditional
Advertisements
All respondents have voted in favor of social media ads that they are far
better than traditional media ads.
----------------------------------
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The above mentioned framework has presented 5 major themes on which
agreed and contrast opinions have been discussed. Following are those 5 themes
and their analyses:
• Effectiveness of Social Media Advertisement: Most of the respondents
have confirmed this hypothesis as social media targets bulk of consumers or
customers in one go and it is not hard for such rapid digital technology to
access millions of customers around the world. Disagreement which was
given in this regard was just based on non-intended ads but gradually some
platforms like Google are trying to make the experience of a user filtered by
eliminating such ads.
• Experience about Social Media Advertisement: As it was expected, most of
the respondents quoted some B2B and B2C suppliers whose ads are attractive
enough to convince them to buy certain things which were not previously in
their shopping list. However, discrepancy of the products from their real
form to the form which has been shown in the ads has also witnessed some
negative experiences. Such customers have to choose their brand quite criti-
cally to avoid from such deception.
• Development of Purchase Intention: Interview results have shown that it
has happened with them for a lot of time that their purchase intention sti-
mulates after seeing ads on social media. This is not just because of attrac-
tiveness of the ad but also because of the door step availability of such dis-
tanced products.
• Motivation and Perception Change: Respondents believe that the AIDA
model which is being used in ads is attracting a lot of interest in products and
ultimately persuading a reaction for final purchase.
6. Discussions and Conclusion
As the advertising on social media has a factor of interactivity for the users/customers
i.e. advertising through social apps. The results of the present study are indicat-
ing that people find the apps advertising are informative, personalized, enter-
taining, and attractive and help them to make the decision for purchase of that
particular product. The results show that there is a significant relationship be-
tween Social media Advertising and Purchase Intention of the customers with
the mediating effects of Customer Motivation and Customer Perception. So it
can be concluded that the advertising through social apps/Social media Adver-
tising has the attractiveness for the customers which is a source of motivation for
the customer to decide to purchase the product after watching the advertising on
the social app(s). Now the advertising trends have been changed totally. It is the
era of interactive and trust based advertising so the advertisers should focus to
increase their social medial advertising budget to get the advantage of the
changing trends of the customers of 21st century. The companies can remain in
touch with their worthy customers with the help of social media phone
apps/social media advertising. It will enable them to get the feedback from the
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customers and offer them after sale services to get them highly motivated to-
wards that particular brand which will generate the positive customer percep-
tions about the company and so they will make the decisions to purchase that
product again and again. The respondents also stated that they make the percep-
tion about the brand when people on the social apps talk about a particular
product on social media and react on them. It is vital for the companies to go for
the relationship marketing to survive in the present market conditions of high
competition. Social media Advertising provides a platform to the companies to
get their worthy customer at one platform and maintains a long term and trusty
relationship with them by providing values according to their needs and wants.
The results of this study can provide the guidelines to the advertisers/companies
to design their advertising plan while considering the apps platform as a major
medium for the advertising to interact with their customers globally.
There are some of the limitations of the present research. First one is the time
limitation as the researcher has a confined time to complete all the proceedings
so this research has been made vast and focused by realizing that time limitation,
second is that we cannot generalize the results of the study in which sample size
was only 10 from the university students only. There are the other users of the
social apps which are not the university students so in the future studies the data
should also be collected from other types of the sampling units. The sample size
for the study should also be increased according to the population of the smart
phone users.
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