EFFECTIVENESS OF SOCIAL MEDIA ADVERTISING: A STUDY

IN KHULNA CITY

Effectiveness of Social Media Advertising: A Study in

Khulna City
Internship Research
(Submitted in partial fulfillment of the requirement of BBA program)

Submitted By:
S.M. Imran Wahid
ID: 080347

Supervised By:
Md. KhashrulAlam
Associate Professor

Submitted To:
The Coordinator
Internship and Placement Committee

Business Administration Discipline

KHULNA UNIVERSITY

30 April, 2015
April 30, 2014
The Coordinator
Internship and Placement Committee
Business Administration Discipline
Khulna University, Khulna
Subject: Submission of Internship Research Study
Dear Sir,
I am pleased to present my internship research study on Effectiveness of Social Media
Advertising: A Study in Khulna city which has been prepared as per requirement of BBA
program. The research study was prepared primarily based on the information gathered from
internet users of Khulna city.
I, therefore, would like to declare that I have been really enjoying preparing the research study
and feeling that the experience I have gathered in doing so will help me enormously in future. I
hope my sincere efforts as reflected in this research study will be blessed with your kind
approval.
Sincerely
_________________
S.M.Imran Wahid
ID#080347

Supervised by

_______________
Md. Khashrul Alam,

Associate Professor
Business Administration Discipline
Khulna University
Khulna.

ACKNOWLEDGEMENT
First of all, I thank The Almighty Allah for giving me the ability to finish this report successfully
in due time.
Then, I would like to extend my heartfelt gratitude and thanks to respected teacher and internship
supervisor MrMd. KhashrulAlam, Associate ProfessorBusiness Administration Discipline,
Khulna University, for his invaluable guidelines, suggestions and advices when needed.
My sincere thank goes to all the respondents who responded as internet users for taking time and
responding the questions sincerely.
I also offer my thanks to all who helped me with suggestions and taught how to use complex
analytical tools like SPSS and Microsoft Excel.

Table of Content

Chapter No Title

Page

Executive Summary

viii

Chapter 1 Introduction

01-05

1.1 Statement of the problem

02

1.2 Sources of the Problem Statement

1.3 Rationale of the Study
1.4 Objective of the Study

03
03
04

1.5 Methodology
1.5.1 Nature of the Research
1.5.2 Population
1.5.3 Data collection Method
1.5.4 Sample Size
1.5.5 Variables
1.5.6 Data Analysis

04
04
04
04
04
05
05

1.6 Limitation

05

Chapter 2

Literature Review

06-08

Chapter 3

Analysis and Interpretation

09-23

3.1 Demographic Profile of the Respondents

09

3.2 Frequency of use of different social media

09

3.3 Media-wise analysis

12

3.3.1 Facebook

12

Chapter No Title
3.3.2 YouTube
3.3.3 Google Plus

Page
13
13

3.3.4 LinkedIn
3.3.5 Instgram

14
15

3.3.6 Twitter

16

3.3.7Pinterest and Tumblr

17

3.4 Comparison with Other Media

17

3. 5 Variation of Usage Frequency

19

3.6 Media-to-Media Variation of Variables

20

3.7 Correlation Analysis

21

3.7.1 Correlation Among the Variables of Cognitive Stage

21

3.7.2 Correlation Among the Variables of Affective Stage

22

3.7.3 Correlation Among the Variables of Behavioral Stage

23

Chapter 4

Findings

24-25

Chapter 5

Conclusion and Recommendations

26

List of Figures
Figure No

Title

Page

Figure 01

Number of Users According to Age Rage

09

Figure 02

Frequency of use of different social media

10

Figure 03Depth of usage of different social media

11

Figure 04

Social Media ads are better than print media ads

17

Figure 05

Social Media ads are better than TV ads

17

Figure 06

Social media ads are better than radio ads

18

Figure 07

Social media ads are better than billboard ads

18

List of Tables
Table No

Title

Page

Table 01

List of Means and Standard Deviations for Facebook Ads

12

Table 02

List of Means and Standard Deviations for YouTube Ads

13

Table 03

List of Means and Standard Deviations for Google Plus Ads

14

Table 04

List of Means and Standard Deviations for LinkedIn

Table 05

List of Means and Standard Deviations for Instagram Ads

15

Table 06

List of Means and Standard Deviations for Twitter Ads

16

Table 07

One way ANOVA of the usage of different social media

15

by 3 different user groups

19

Table 08

ANOVA of variables based on different social media

20

Table 09

Correlations Among the Variables of Cognitive Stage

22

Table 10

Correlations Among the Variables of Affective Stage

23

Table 11

Correlations Among the variables of behavioral stage

23

Executive Summary
Like newspaper, radio and television, internet is another medium of advertising. Internet is a new
invention which was commercialized in 1990s. Unlike radio and television, communication on
the internet can be more robust and facilitating. It not only provides information but also receives
it and can distribute digital product and service. Because of its added facility it has gained
popularity and experienced phenomenal growth all over the world including Bangladesh.

Though television advertising investment is still above that of every other media, internet has
surpassed radio few years ago and it is taking larger share of the advertising investment
gradually. Being a new and complicated medium for advertisement, there has been a lack of
noteworthy research that identifies the model to measure the effectiveness of this type of
advertising. Among several ad delivery method, social media advertising is one of the most
popular form of internet advertising to the advertisers.Billions of people worldwide access these
platforms to share their feeling every day. That makes them ideal places for advertising.
Khulna being the third largest and populous city of Bangladesh, there is a huge number of social
media users in this city who use one or multiple social media sites every day. For advertisers, this
could be an ideal market for advertising and promotion.
The main objective of this study is to find out the effectiveness of different social media
advertisements in Khulna city. As there are no established set of criteria to measure this
effectiveness both objectively and subjectively, the secondary objective is to find out a complete
set of criteria for measuring effectiveness of online ads. As internet penetration rate is rising in
all areas of Bangladesh especially in metropolitan cities like Khulna, it is high time to take a look
at the effectiveness of social media advertising in this area. Unfortunately no significant study is
found on this subject matter for this market.
In order to carry out this study, 170 internet users were selected as per convenience for survey.
Studying the literature 9 variables or criteria are chosen to measure the effectiveness of social
media advertising. The respondents were asked those criteria-based questions as well as about
frequency of use of social media and about their attitude toward social media advertising
comparing with traditional media like TV, radio and print media.
By frequency of use Facebook stands far above any other social media. Most of the internet users
in Khulna use at least this site should they use any other site or not. Some other frequently used
social media are Google Plus and YouTube. People have positive attitude towards the
advertisements on Facebook, Google Plus, YouTube and LinkedIn. Though twitter usage is more
than that of LinkedIn, according to the set of criteria twitter ads are not so effective in Khulna.
Usage of Pinterest, Instagram and Tumblr are low in this area.

Chapter 01: Introduction

As a communication media the Internet is rather new. It was commercialized in the 1990s. From
then until today the world has witnessed tremendous growth of its usage. In Bangladesh, internet
was introduced in 1996. In 2005 the total internet user in Bangladesh was only 0.2% of the
population whereas in 2012 around 6.3% of the population had access to internet (World Bank,
2102) which is 32 times than it was in 2005. According to Pew Research (2015), a U.S. based
research institute, 11% of the total population has access to internet in Bangladesh now in 2015
which mean internet usage rate has increased 55 times since 2005.
Internet penetration rate is higher in urban areas than that in rural areas of this country. Khulna,
with an area of 59.57 km and a population of 1.4 million is the 3rd largest metropolitan city of
this country (Wikipedia, 2015).Along with telecom operators, internet is made available by
broadband and WiMax ISPs. A big portion of Khulna-city-dwellers has access to high speed
internet which is an opportunity for internet advertisers who target this market. The more people
are gaining access to internet the more money marketers are investing in internet advertising,
alternatively known as online advertising.
Social Media advertising is one among many types of online advertising. Social Media are
websites and applications that enable users to create and share content or to participate in social
networking.
Social media boom started almost 12 years ago with the commencement of LinkedIn in 2003.
Then came MySpace and Facebook the following year. YouTube was introduced in 2005 and
Twitter in 2006. During the gone decades social medias population has grown incredibly to
billions of people worldwide. Facebook alone has 1.35 billion active users worldwide (Statista,
2015) whereas on YouTube, more than 6 billion hours of video are watched each monththat's
almost an hour for every person on Earth (YouTube Press, 2015). By May 2014 LinkedIn
reached to 300 million users (Wikipedia, 2015). By October 2013, Google Plus had 540 million
active users. (Wikipedia, 2013).
Recognizing this much popularity of social media sites, companies and firms have regarded
social media presence as part of their marketing communication strategies. A study by BursonMarsteller, a public relation firm shows that 79% of the top 100 companies in the list of Fortune
500 use at least one of the social media sites like Twitter, Facebook, YouTube or blogs and 28%

use all the 4 (Burson-Marsteller, 2010).The internet industry has developed some of its own
metrics like ad impression, click rate, time on page, time on site etc to measure the effectiveness
of an ad campaign. But some of these metrics are problematic and inaccurate for quantifying
digital branding effects, especially when considering internet users click on less than 1% of
displayed ads and are never in view of about a third of all ad impression served (Lauren Fisher,
2012). Unlike these digital tracking-based metrics, a survey is more reliable for finding out the
effectiveness of online advertising activities. However, traditional criteria have to be re-shaped to
make it fit for internet industry.
This paper measures effectiveness in terms of trustworthiness of the media/channel,ability to be
recognized, ability to draw attention, ability to arouse interest, engagement, ability to form
purchase intent, post view behavior, and control over the advertisement.

1.1 Statement of the Problem

In 2013, there were 2.8 million active Facebook users in Bangladesh (The Daily Financial
Express, 2013) and this has grown exponentially especially in urban areas like Khulna. There are
also a good number of users in YouTube, Google+ and LinkedIn from Khulna. These platforms
are excellent for marketers to advertise their product or service in this market but unfortunately
no notable study is found on the effectiveness of social media advertising for this market. A few
studies are available for other markets though.
The internet industry has developed some digital-tracking-based metrics, which is mainly
facilitated by cookie, a small piece of electronic data. Advertisers often check the click rate on
ads, website traffic, average length of website visit session and bounce rate to measure the
effectiveness of online advertisements. These data are very specific and measurable. So, online
advertisers from and objective perspective, can measure the effectiveness of online ads or social
media ads accurately. But unfortunately these metrics, to a large extent, fail to measure effects on
brand created by the advertisements. Along with these metrics some subjective measures which
are able measure the effects on brand must be brought in to completely understand the
effectiveness of online ads or social media ads.

1.2 Sources of the Problem Statement

Internet is an ideal example of 20 th century advanced information technology. Moreover,

the world of information technology is ever changing. New invention and new updates are
made constantly. This might be one of the reasons for the low number of previous researches as it

is a bit tough to have a holistic view on this advanced technology.

Social media is the latest gift of internet which has just started its journey a decade ago so there
has been a very few studies on the effectiveness of social media adverting.

The communication on internet and thus social media is reciprocal in nature unlike
traditional media. And, visitors are not bound to view any ad. They can ignore an ad if
they want. This gives consumers more control over social media ads unlike traditional
media ads like those on TV, magazine and radio. So traditional measures of advertising

effectiveness is not completely fit for measuring the effectiveness of social media ads.
One social media can have different ad delivery methods. For example, banner, boost
post, invitation to like a page/try a game/try an app, page feeds, posts in timeline, post in
groups, chatting are the different modes of Facebook advertising. Other social media sites
have different ways of delivering ad. So, its tough for researchers to get a complete set of
criteria that is able to measure the effectiveness of all types of social media ads.

1.3 Rationale of the Study

The research tried to set effectiveness criteria for social media advertisements by exploring the
literature and mediating between the proponents of traditional criteria and the proponents of
advanced, internet-focused criteria. It found out a set of criteria that is eligible to measure the
effectiveness of all types of social media ads both objectively and subjectively. After that it found
out the effectiveness of social media ads in Khulna by surveying on internet users of Khulna city.
This study will help local advertisers in that they will understand the effectiveness of social
media ads in Khulna and fix their advertising budget accordingly. It will also help future
researchers in having complete set effectiveness criteriafor social media ads and carry out more
researches in this area.

1.4 Objective of the Study

Main Objective

To find out the effectiveness of Social media advertising for Khulna city.

Sub-Objective

To find out the criteria of measuring online advertising effectiveness so as to measure the
effectiveness of social media ads for Khulna city.

1.5 Methodology
1.5.1 Nature of the Research: The research is descriptive in nature. It aims to look into the
effectiveness of social media advertising in light of some variables, frequency of use and by
comparison with some other traditional media.
1.5.2 Population
Everyone who has access to internet in Khulna is within the population. There are about 1.4
million people living in Khulna city. According to the latest statistics, 11% Bangladeshi has
access to internet which means there are approximately 154000 internet users in Khulna city.
1.5.3 Data collection Method
Data were collected by survey with structured questionnaire. For most of the questions, 5 point
likert scale was used to collect data from the respondents. There were some open ended
questions too. So, only primary data were used for analysis.
1.5.4 Sample Size
The sample size was 170. Since the population size is approximately 154000, confidence interval
is 7.5 and confidence level is 95%, by formula the sample size is 170. This formula was used to
determine the sample size:
Where, Z = Z value (e.g. 1.96 for 95%
confidence level)
N=Population size.
p = response distribution, expressed as

decimal (.5 used for sample size needed).

e = confidence interval, expressed as decimal
(e.g., .075 = 7.5)

1.5.5 Variables
There are 9 criteria to measure the effectiveness of social media ads. All are independent in
nature. These criteria are ad visibility, brand awareness, brand recall, trust in the ad, information
provided is adequate or not, liking or following of fan pages and video channels, whether the ad
interesting or not, click rate and purchase intent. Other than these criteria, frequency of media
use and comparison with other media is also analyzed.
According to AIDA model (Barry, 1987) these criteria can be categorized in 3 different phases
namely- cognitive, affective and behavioral. These are the stages of any type of marketing
communication. Ad visibility, information provided and brand awareness belong to the cognitive
stage. Though brand recall does not fall into any of the stages of communication but is the ability
recall a brand is dependent of effects at affective stage. Trust, interest and purchase intent fall
under affective stage while click rate and liking/following belong to the behavioral stage.
1.5.6 Data Analysis
Data was analyzed the following way:

Measures of the central tendency (i.e. mean, median and mode) of variables.
Measures of variation (i.e. variance and standard deviation) of the variables.
Percentage calculation according to the responses.

1.6 Limitations

The world of Information technology is constantly changing. Social media sites change
their look and ad delivery methods frequently. Users sometimes cannot be updated with
new updates of these sites. So, understanding the questions of the questionnaire might be
tough for them and seem unknown about the issue in question.
Respondents often just choose the answers without thinking deeply. This behavior affects
the appropriateness of the survey.

Chapter 02: Literature Review

Criteria of Effectiveness:Social media is a consequence of the phenomenal growth of internet.
The issue of social media advertising effectiveness is part of the broader question about the
effectiveness of online advertising and general traditional advertising. As a result, effectiveness
of social media advertising can be fully examined by the set of effectiveness criteriaof online
advertising and should partially be examined by the criteria of traditional advertising.
Effectiveness criteria have a long history in advertising and promotion. At first in 1898, Elmo St.
Lewis (Barry, 1987) proposed a systematic way of discussing criteria of effectiveness. He
presented the AIDA model which elaborates as Attention, Interest, Desire and Action. He
proposed that consumer response to marketing communication will go through these stages.
Since then discussion of effectiveness criteria has centered on this basic idea in one form or
another. This model has been serving as the basic model for measuring the effectiveness of all
types of traditional advertisements. This model is still effective to measure to the ad effectiveness
of online advertisements including social media ads. Due to the complex nature and diverse
communication capacity of internet, these measurement criteria should be translated into internet
industrys own jargons to assess the effectiveness of online ads.
Social media advertising is different from traditional advertising in that the internet has ability to
surpass what traditional media can offer. Marketing communication on traditional media is one
way whereas on internet and social media marketing communication is interactive; meaning two
way communication. In response to advertising, a consumer can instantly reply and engage in

discussion with other friends. So, engagement is a unique criterion for any type online promotion
including one that is done on social media.
With respect to the numerous unique features that distinguish the Internet from other traditional
media, interactivity should be considered as one of the main reasons that make this medium a
substantial advertising vehicle. Cho and Leckenby (1999) defined the term, "interactive," from
an advertising perspective as "the degree to which a person actively engages in advertising
processing by interacting with advertising messages and advertisers".
The center point of interactivity is control ownership, that is, how much the exposure to ads is
controlled by the user and how much it is by the advertiser (Pavlou and Stewart, 2000). So, Level
of control is another criterion of online advertising effectiveness. In addition to control
ownership, ad visibility might differ on the website environment. So, ad visibility is variable in
determining the effectiveness of online advertisements. Effectiveness of online ads can also be
measured with the rate of ad clicks. Click is the final action of behavioral stage of AIDA
model.
Source of the message, channel of the message and the message itself are the three major criteria
for measuring the effectiveness of any advertisement (Belch and Belch, 2004). Advertising
effectiveness depends on the credibility of the message-source, power and trustworthiness of the
channel or media and content of the message. Trustworthiness is rather a bigger factor for online
advertising than for traditional ones because the internet industry is rich in frauds and spammers
and users other than tech savvy people often find it hard to distinguish between genuine ads and
spams. Credibility of the message source and content of the message is covered earlier by
Attention and Interest stages of the AIDA model.
All types of online ads including social media ads contain a link that once clicked, leads to the
advertisers website where the product or service is offered with more information. So, every
online ad is intended to take the user to its advertisers website. Whether a person exposed to ad
will click on it is vastly dependent on the ad or link carriers trustworthiness, amount of info
provided, ability to draw attention and interest, and ability to form purchase intent.

Social Media Advertising:Burson-Marsteller study finds that 65% of the Fortune 100
companies use Twitter which means Twitter is the most popular social media among business
firms (Burson-Marsteller, 2010).
As found in the social media marketing industry report, 39% of the marketers spend ten hours
more in a week on social media and 64% of them spend 5 hours or more (Stelzner, 2009). These
findings reveal that marketers are being actively engaged in social media and this is an emerging
powerful media for advertising and promotion.
Few businesses have gained some success through social media advertising. Dessert Gallerys
visitors increased 20% per month after Facebook fans grew from 283 to 817 (Pradiptarini, 2011).
BluBird Interactive Ltd has observed increase in customer contact and brand awareness after it
increased promotional activity on social media. It has also observed that circulating job
advertisements over social pages creates positive brand image (Hassan, 2014)
According to Author of The Thank You Economy Gary Vaynerchuk, social media sites enable
businesses to enhance the customer interaction that has already been established by traditional
media like print ads, radio and television to a more personal level. Moreover, these sites have
enables companies to build closer relationship with customers and expand the market to
customers that they could not reach before (Rooney, 2011).

Chapter 03: Analysis and Interpretation

3.1 Demographic Profile of Respondents
There were 170 respondents in total. Among them 124 are between the age range of 16-26 years,
41 are between the age range of 27-36 years, 2 are between the age range of 37-46 years and 2
are above 46 years old.
140
120
100
80
60
40
20
0

16-26 years

27-36 years

37-46 years

Above 46 years

Figure 01: Number of Users According to Age Rage

The respondents are also divided in 3 categories- businessmen, service holder and student. There
are 10 businessmen, 43 service holders and 117 students.

3.2 Frequency of Use of Different Social Media

Among all the respondents there were only 3 persons who do not use any kind of social media
even once a month. They use internet for mainly mailing and browsing purposes. So, 98.23% of
the respondents use at least one social media a month. The figure below shows the frequency of
use of different social media sites2008
2007
2006
2005
2004
2003
2002
Year
0

500

1000

1500

2000

2500

3000

3500

4000

Figure 02: Frequency of Use of Different Social Media

The above figure shows that the use of Facebook is tremendously high among the respondents
which is 97%. It means, among all the respondents 97% use Facebook at least once a month.
YouTube and Google Plus are also very much used. 66.47% of the respondents use YouTube
whereas 42.35% use Google Plus at least once a month.LinkedIn is used by 10% and Twitter is
used by 9.41% of the respondents. Respectively 1.76%, 3.53% and 1.76% respondents use
Pinterest, Instagram and Tumblr at least once a month.

On an average Facebook is used 24.86 days, YouTube is used 14.97 days, Google Plus is used
16.09 days, Twitter is used 8.46 days, LinkedIn is used 8.12 days, Pinterest is used 11.5 days,
Instagram is used 5.63 days and Tumblr is used 9.33 days in a month. The depth of usage is
portrayed belowTumblr
YouTube
Instagram
Twitter

1-10days
11-20days
21-30days

LinkedIn
Pinterets
Google Plus
facebook
0

20

40

60

80

100

120

140

Figure 03: Depth of Usage of Different Social Media

The above figure suggests that Facebook is the most frequently and heavily used social media.
Majority of the respondents use this social media almost every day. Others are used as auxiliary
media.68.82% of the respondents use Facebook almost every day. 21.76% of the respondents use
Facebook 11-20 days a month.
15.29% of the respondents use YouTube 21-30 days a month. 21.17% of the respondents use
YouTube 11-20 days a month. 28.82% of the respondents use YouTube 1-10 days a month.
There are only 2 persons who use LinkedIn 21-30 days a month and only 1 who use Twitter 2130 days a month. There are only 2 persons who use LinkedIn 11-20 days a month whereas 7.6%
of the respondents use LinkedIn 1-10 days a month. Only 3.53% of the respondents use Twitter
11-20 days a month and 11.18% of the respondents use Twitter 1-10 days a month.

There are 2 in Instagram, 1 in Pinterest and 1 in Tumblr who use the respective sites more than
10 days a month. No one use Tumblr, Pinterest and Instagram more than 20 days a month.

3.3 Media-wise Analysis

3.3.1 Facebook
The table below shows the mean and standard deviation of the questions asked about Facebook.
It is clear that to the most of the people advertisements are very visible on Facebook since the
mean is 3.86 and most of them also believe that Facebook ads create brand awareness. They
agree that they can recall the ads they saw on Facebook while purchasing a product or service.
They believe that Facebook ads are interesting and they often click on those ads to know more
about the product or service. They like the fan pages of the products and services to be updated
about latest offers. They are slightly above the neutral position regarding the fact that Facebook
ads provide adequate information about the product or service. The mean for the formation
purchase intent is 3.26 which means the respondents at times form purchase intent after viewing
the ad.
Table 01: List of Means and Standard Deviations for Facebook Ads
Question
Mean
STD
Ad visibility
3.88
0.936
Brand awareness
3.72
0.947
Recall
3.63
0.970
Trust the ad
3.19
0.869
Ads are interesting
3.75
0.973
Ad gives adequate information
3.21
0.968
Click rate
3.61
0.922
Liking/following
3.73
0.842
Purchase Intent
3.27
0.952

3.3.2 YouTube
Table 02: List of Means and Standard Deviations for YouTube Ads
Question
Mean
STD
Ad visibility
3.56
0.885
Brand awareness
3.35
0.935
Recall
3.47
0.965
Trust the ad
3.22
0.865
Ads are interesting
3.72
0.988
Ad gives adequate information
3.26
0.898
Click rate
3.24
0.967
Liking/following
3.29
1.059
Purchase Intent
3.00
0.987

The table shows that the mean for Ad visibility is 3.56 which means ads are to some extent
visible on YouTube. It slightly creates brand awareness as the mean for brand awareness is 3.35.
The ads also help recall the brand name logo or relevant picture of the product or service. Most
of the respondents agree to the fact that YouTube ads are interesting and that is not too hard to
anticipate because YouTube entertains its visitors with videos. Regarding the points of adequate
information, click rate and liking or following YouTube Channels the means are 3.26, 3.24 and
3.29 which are slightly above the neutral line. People at times form purchase intent after viewing
any ad on YouTube.
3.3.3 Google Plus
Though paid advertising is not yet launched on Google Plus there is a pretty big scope of
advertising a brand on Google Plus. Users can follow different business pages from where they
get update about the product or service. The latest Google Plus post also shows everywhere on
google network.

Table 03: List of Means and Standard Deviations for Google Plus Ads
Question
Mean
STD
Ad visibility
3.76
0.722
Brand awareness
3.44
0.933
Recall
3.40
0.914
Trust the ad
3.35
0.952
Ads are interesting
3.54
0.918
Ad gives adequate information
3.38
0.971
Click rate
3.71
0.895
Liking/following
3.65
0.875
Purchase Intent
3.40
0.850

From the table above it is seen that respondents believe ads are very visible of Google Plus and
they create brand awareness. They are moderately able to recall the brand name or logo when
purchasing a product. The ads are moderately interesting. The means of click-rate and following
of pages are high which are 3.71 and 3.65 which means they often click on those ads to seek
more information and they follow different business pages to be updated about the product or
service.
3.3.4 LinkedIn
LinkedIn is a network of professionals and the platform is designed to showcase professional
qualification. For employers it is a good platform is recruit talents. This social media has the
general features like all others i.e. creating professional profile, messaging, following, posting
and commenting. It supplements business articles and provide platform to discuss on business
topics. Businesses can create business page and run ad campaign for a fee. Table 04 analyzes
different questions asked about LinkedIn-

Table 04: List of Means and Standard Deviations for LinkedIn Ads
Question
Mean
STD
Ad visibility
3.59
0.795
Brand awareness
3.65
0.862
Recall
3.35
0.931
Trust the ad
3.65
0.862
Ads are interesting
3.88
0.928
Ad gives adequate information
3.76
0.831
Click rate
3.65
0.931
Liking/following
2.94
0.966
Purchase Intent
3.18
0.883

Respondents believe that ads are visible on LinkedIn and they create brand awareness. People
trust the ads since the mean for this question is 3.65. The mean for the variable interesting ad is
3.88 which clearly shows that LinkedIn ads are interesting. These ads give adequate information
about the product or service and click rate is also good. Formation of purchase intent is slightly
higher than the neutral line.
3.3.5 Instagram
Table 05: List of Means and Standard Deviations for Instagram Ads
Question
Mean
STD
Ad visibility
3.17
0.753
Brand awareness
3.33
0.516
Recall
3.50
0.837
Trust the ad
3.00
0.894
Ads are interesting
3.00
0.894
Ad gives adequate information
3.17
0.753
Click rate
2.83
0.983
Liking/following of Channels
2.50
0.837
Purchase Intent
2.50
0.548

Only 8 persons among 170 use Instagram at least once a month. From figure 02it is seen that 7
persons use Intagram 1-10 days a month whereas there is only one person who use it more than

10 days a month. From this data it is evident that Instagram is not as popular as Facebook,
Google PlusTwitter, LinkedIn and YouTube.
Respondents are slightly above neutral about the visibility and brand awareness capability of
Instagram ads. However they believe they can somewhat recall the brand name, logo or character
of the product or service. Trust and information factor of Instagram ads are on the neutral line. It
is unlikely that respondents often click on Instagram ads or intend to buy any product or service
after seeing the ad.
3.3.6 Twitter
26 persons use Twitter at least once a month. Among them 19 persons use it 1-10 days a month, 6
persons use it 11-20 days a month and only one person uses it regularly. Though Twitter is one of
the most popular social media sites in the world, in Khulna city it is not as popular as Facebook,
Google Plus and YouTube. The table below analyzes the variables of TwitterTable 06: List of Means and Standard Deviations for Twitter Ads
Question
Mean
STD
Ad visibility
3.04
0.958
Brand awareness
2.96
0.916
Recall
3.19
0.939
Trust the ad
3.04
0.916
Ads are interesting
3.35
1.018
Ad gives adequate information
3.08
0.977
Click rate
3.38
0.941
Liking/following
3.46
0.811
Purchase Intent
3.00
0.938

Respondents are neutral about the visibility and brand awareness capability of Twitter ads. They
can somewhat recall the brand name, logo or any relevant picture of the product or service. They
find the ads moderately interesting. The click rate is 3.38 which is moderate. They agree that
they follow different business accounts. Purchase intent is neutral.
3.3.7 Pinterest and Tumblr
Both Pinterest and Tumblr have very low number of users in Khulna city. Among the
respondents only 4 persons use Pinterest and only 3 persons use Tumblr at least once a month.

The user statistics proves that the prospect of advertising on these platforms for Khulna city
dwellers is not high.

3.4 Comparison with other Media

The respondents were asked whether from an overall perspective social media ads motivate them
more than TV, Radio, Print and Billboard ads. In reply most of them disagreed that social media
ads are better than TV ads. The mean is 2.89 which is slightly below the neutral point. However,
they almost unanimously agreed that social media ads are better than radio ads. In a comparison
with billboard ads the response mean is 3.32 which is above the neutral point. For print media
ads the mean is 3.23 which is slightly above the neutral point.

Figure 04: Social media ads are better than

Figure 05: Social media ads are better

Print media ads

than TV ads

Figure 06: Social media ads are better than

Figure 07: Social media ads are better

radio ads

than billboard ads

Figure 04 shows, a big percentage of people agreed to the statement that social media ads are
more motivating than print media ads. Figure 05 shows most of the respondents disagree to the
statement that social media ads are more motivating for them than TV ads. It justifies the fact the
though internet advertising investment is on the rise TV advertising investment alone covers
around 40% of the total advertising expenditure worldwide (eMarketer, 2014).
Figure 06 shows that 27% strongly agrees and 44% agrees that social media ads are more
motivating than radio ads. Figure 07 shows that 43% agrees and 9% strongly agrees that social
media ads are motivating that billboard ads.

3.5Variation of Usage Frequency:

Table 07: ANOVAof the Usage of Different Social Media by 3 Different User Groups
Sum
Squares

of df

Mean Square

Sig.

.872

.420

57.886
78.449

.738

.482

13.500
2.000

6.750

.263

.832
64.721

.013

.987

84.326
26.600

3.170

.061

63.375
15.083

4.202

.086

322.916
72.695

4.442

.014

60.167

.535

.598

Between Groups 91.663

45.832

Within Groups

8516.131

162

52.569

Total
Between Groups
Use of Google Plus Within Groups
Total
Between Groups
Use of Pinterest
Within Groups
Total
Between Groups
Use of LinkedIn
Within Groups
Total
Between Groups
Use of Twitter
Within Groups
Total
Between Groups
Use of Instagram
Within Groups
Total
Between Groups
Use of YouTube
Within Groups
Total
Between Groups

8607.794
115.772
5334.538
5450.310
27.000
2.000
29.000
1.665
906.100
907.765
168.652
611.810
780.462
63.375
90.500
153.875
645.833
7851.086
8496.919
60.167

164
2
68
70
2
1
3
2
14
16
2
23
25
1
6
7
2
108
110
1

Use of Tumblr

Within Groups

112.500

Total

172.667

Use of Facebook

112.500

The respondents can be divided into 3 different user groups students, business men and service
holders. Table 07 shows where there is any variance of usage by user groups. It is said that when
the significance level is below .05 there is a variance. Among the different platforms only at

YouTube the significance is below .05 that is .014. So, usage of YouTube varies according to the
different user group. Since no other platform has a significance level below .05 it can be
concluded that social media usage does not tend to differ according to user groups in Khulna city.

3.6 Media-to-Media Variation of Variables

Table 08: ANOVA of Variables Based on Different Social Media
Sum of
Squares
Between Groups
Ad Visibility

Brand Awareness

Brand Recall

Trust

Interesting

Adequate Info

Click Rate

Linking/Following

Purchase Intent

df

Mean Square

19.600

2.800

Within Groups

305.003

390

.782

Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups

324.603
14.357
328.839
343.196
7.127
344.363
351.490
8.440
304.294
312.734
9.476
362.265
371.741
8.485
346.663
355.148
13.887
341.550
355.437
31.502
333.988
365.490
11.454

397
7
390
397
7
390
397
7
390
397
7
390
397
7
390
397
7
390
397
7
390
397
7

Within Groups

338.649

390

Total

350.103

397

Sig.

3.580

.001

2.051
.843

2.432

.019

1.018
.883

1.153

.329

1.206
.780

1.545

.150

1.354
.929

1.457

.181

1.212
.889

1.364

.219

1.984
.876

2.265

.029

4.500
.856

5.255

.000

1.636

1.884

.071

.868

For this study, respondents were asked questions about ad visibility, brand awareness, brand
recall, trust in the ad, whether the ad is interesting or not, adequate information provided or not,
how often they click on a social media ad, how often the follow/like fan pages, and about
purchase intent. These are the variables of measuring the effectiveness of social media
advertising. Table 08 shows the variance of answers of these questions depending on different
platforms. The variance is significant between .000 and .05.
The significance value of ad visibility is .001 which means answers to this question varies on
different types of social media platforms. In some social platforms, ads are visible where in some
other ads are not frequently visible. This might have caused because though the mean values for
ad visibility of Facebook, Google Plus, YouTube and LinkedIn is high, the mean values for ad
visibility of Pinterest, Twitter, Instagram and Tumblr is low.
Since ad visibility varies depending on different platforms, brand awareness also varies. The
significance value for brand awareness is .019 which is less than .05. So the variance is
significant.
Click rate and also varies depending on different social media platforms. The significance value
for click rate is .029. Significance value for Liking/following is .000 which means it significantly
varies media to media.
Significance value of brand recall is .329 which means it does not vary upon different types of
social media. It is probably because of users control ownership. Users can see or avoid any ad in
social media. For the lack of required attention they can hardly remember ads.
Trust, interest and adequate information have significance value of .150, .181 and .219 which
means they do not vary media to media.

3.7Correlation Analysis
3.7.1 Correlation Among the Variables of Cognitive Stage
Cognitive stage variables are ad visibility, brand awareness, and information provided by ad.
Since all the variables belong to the same stage of advertising communication there are
significant positive correlations among them. Table 09 shows the correlation values:

Table 09: Correlations Among the Variables of Cognitive Stage

Ad Visibility
Pearson Correlation
Ad Visibility

Sig. (2-tailed)

Brand Awareness

N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation

Adequate Info

Brand Awareness

Adequate Info

.382**

.216**

.000

.000

398
1

398
.377**
.000
398
1

398
.382**
.000
398
.216**

398
.377**

Sig. (2-tailed)

.000

.000

398

398

398

**. Correlation is significant at the 0.01 level (2-tailed).

Ad visibility and brand awareness have a correlation value of .382 and its significance value is .
000 which means they are significantly and positively correlated. Ad visibility and ad
information is also positively and significantly correlated. The correlation value is .216 and it is
significant. Brand awareness and ad information have a correlation value of .377 and
significance value of .000. So they are positively and significantly correlated.

3.7.2 Correlation Among the Variables of Affective Stage

The variables of affective stage are trust, brand recall, interest and purchase intent. Since all
belong to the same stage of advertising communication there are positive and significant
correlations among them. Table 10 shows the correlation and significance value.

Brand recall and trust have a correlation value of .342 and significance value of .000. So they are
significantly and positively correlated. Brand recall and interest have a correlation value of .346
and significance value of .000 so they are also significantly and positively correlated. Similarly
brand recall and purchase intent, trust and interest, trust and purchase intent, interest and
purchase intent are significantly and positively correlated.

Table 10: Correlations Among the Variables of Affective Stage

Brand Recall
Pearson Correlation
Brand Recall

Trust
1

Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation
Sig. (2-tailed)
N
Pearson Correlation

Trust

Interesting

Purchase Intent

Interesting

Purchase Intent

.342**

.346**

.417**

.000

.000

.000

398
1

398
.293**
.000
398
1

398
.318**
.000
398
.438**
.000
398
1

398
.342**
.000
398
.346**
.000
398
.417**

398
.293**
.000
398
.318**

Sig. (2-tailed)

.000

.000

.000

398

398

398

398
.438**

398

**. Correlation is significant at the 0.01 level (2-tailed).

3.7.3 Correlation Among the Variables of Behavioral Stage

The variables of behavioral stage are click rate and liking/following. Since they belong to the
same stage of advertising communication there should be positive and significant correlation
between them. Table 11 shows the correlation values:

Table 11: Correlations Among the Variables of Behavioral Stage

Click Rate
Pearson Correlation
Click Rate

Sig. (2-tailed)
N
Pearson Correlation

Linking/following

Linking/following
.547**
.000

398
.547**

Sig. (2-tailed)

.000

398

398
1
398

**. Correlation is significant at the 0.01 level (2-tailed).

Click rate and Liking of fan pages have a correlation value of .547 and a significance value of .
000 which means they are strongly and significantly correlated.

Chapter 04: Findings

A. Facebook is the most frequently and heavily used social media in Khulna city. It is used
almost everyday by most of the internet users.
B. Then come both Google Plus and YouTube. These two sites are also frequently used. However
YouTube ads entertain the users more than those of Google Plus ads
C. Third most frequently used social media site is Twitter. Though according to the analysis of
effectiveness criteria Twitter advertising cannot be said effective for Khulna city.
D. Though LinkedIn comes at number four according to the frequency of use, respondents
showed positive attitude to this platform and thus it might be an effective advertising platform to
a very targeted group of people.
E. Pinterets, Instagram and Tumblr are not that popular in this city and thus advertisers can
hardly reach people of this city through these platforms.
F. Except YouTube usage of no other social media varies upon different user groups like service
holder, business men and student. All show similar frequency of use.
G. Social media advertising is more motivating than radio advertising and to some extent than
print and billboard advertising but it is not more motivating than TV advertising.
H. Except LinkedIn, all other social media have low means in trusting the ad which make
LinkedIn the most trustworthy platform for online advertising.

I. When it comes to giving adequate information through social media ads, LinkedIn stands at
top. Other medias mean at this variable is not so high.
J. In all social media purchase intent after viewing the ad is low. It is maybe because of the lack
of trustworthy online payment gateways in Bangladesh. (Pew Research, 2015)
K. Facebook is the most effective platform for social media advertising in Khulna city since it
has huge number of users and it scores good at ad visibility, brand awareness, click rate, interest
and liking/following fan pages.
L. Since Google Plus and YouTube are also frequently used by Khulna city users and they have
good scores in most of the criteria, they are also effective for social media advertising
M. Though number of LinkedIn users is low in Khulna city compared to Facebook, Google Plus
and YouTube,it is a place for professionals. For highly targeted advertising LinkedIn is excellent.
N. Answers to most of the questions asked to respondents vary significantly depending upon the
social media. Ad visibility, brand awareness, click rate and liking/following significantly vary
media to media.
O. There are significant and positive correlations among the variables of a same advertising
communication stage which justifies the validity of those variables.

Chapter 05: Conclusion and Recommendation

Though advertising effectiveness depends on the criteria of advertising effectiveness it greatly
depends on the reach of the medium. Hence the average usage frequency should be taken into
consideration. From this perspective Facebook is the most effective social media for advertising
in Khulna city. YouTube, Google Plus are also effective mainly because of their huge usage
frequency. Though LinkedIn is used by only a small segment of the population, advertising on
this platform can be effective as user attitude toward this platform is good. Twitter, Pinterest,
Instagram and Tumbler have low number of users in Khulna city. So advertisers who target this
market should avoid these platforms.
Though popular social medias score good in many of the criteria but still when it comes to
sensitive criteria like trusting the ad, clicking on the ad and formation of purchase intent, many
of them have average scores. It means there is still space to increase creativity and
professionalism in social media advertising to gain trust and inspire users to click on ads in order
to take them to the desired landing page/sales page. The reason for not-so-attractive score in

purchase intent may have happened because of the lack of trustworthy online payment gateways
like paypal. Sometimes the goal of the online advertisement is to take the user to a desired sales
webpage page. In this case formation of purchase intent is far cry.
People believe TV advertising is still better than social media advertising. To some extent print
media advertising too. Word wide TV advertising expenditure is still far above all other media.
Online advertising expenditure is rising in the world its true but its mainly cutting off the
shares of billboard, radio and print media ads (eMarketer, 2013). A big portion of online
advertising investment is the investment in social media advertising. Social media advertising is
of course effective. However, advertisers with big budgets should run social media advertising
side by side with traditional media like TV advertising to have an integrated marketing impact.

References
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Belch, G., Belch, M., 2004. Advertising and Promotion: An Integrated Marketing
Communication Perspective, Tata McGraw-Hill, New Delhi, India
Burson-Marsteller, 2010.Seventy Nine Percent of Large International Companies are Using at
Least One Social Media Platform to Engage with Stakeholders. Retrieved January 12, 2015,
from:http://goo.gl/J8PvEV
Cho, C., Leckenby, J.,1999. Interactivity as a Measure of Advertising Effectiveness: Antecedents
and Consequences of Interactivity in Web Advertising. In: Roberts M., Gainesville, F.,: American
Academy of Advertising, pp. 162-179.

Financial Express, 2013. 2.80m people use Facebook in BD. Retrieved January 13, 2015, from
http://goo.gl/06100J
Fisher, L., 2012. Quantifying Digital Brand Ad Effectiveness: Finding the Right Mix of
Meaningful Metrics.Retrieved January 12, 2015, from http://goo.gl/wra4BT
Hassan, A., 2014. Personal Interview. 10 December, 2014
Li, H., Janice, L., 1999. Cognitive Impact of Banner Ad Characteristics: An Experimental Study.
Journalism and Mass Communication Quarterly, 76 (2), 341-353
Pavlou, P., Stewart D., 2000. Measuring the Effects and Effectiveness of Interactive Advertising:
A Research Agenda. Journal of Interactive Advertising 1(1). Retrieved January 13, 2015, from
http://jiad.org/article6.html.
Pew Research Center, 2015.Internet Seen as Positive Influence on Education but Negative on
Morality in Emerging and Developing Nations. Retrieved April 28, 2015, from
http://goo.gl/1fj9tr
Pradiptarini, C., 2011. Social Media Marketing: Measuring Its Effectiveness and Identifying the
Target Market. Journal of Undergraduate Research, XIV (2011).
Rooney, J., 2011. Loyalty Innovation, Now an Organic Campaign. Advertising Age, 82(13),
16. Retrieved January 13, 2015, from http://goo.gl/p5VRHs
Statista 2015,Number of monthly active Facebook users worldwide from 3rd quarter 2008 to 3rd
quarter 2014 (in millions). Retrieved January 12, 2015, from http://goo.gl/WWuLCh
Stelzner, M., 2009. Social Media Marketing Industry Report, March, 2009. Social Media
Examiner, California, USA.
Wikipedia, 2013. Google+. Retrieved January 12, 2015, fromhttp://en.wikipedia.org/wiki/Google
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Wikipedia, 2015. LinkedIn. Retrieved January 12, 2015,

fromhttp://en.wikipedia.org/wiki/LinkedIn
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http://data.worldbank.org/indicator/IT.NET.USER.P2
YouTube Press, 2015. Viewership Statistics. Retrieved January 12, 2015, from
https://www.YouTube.com/yt/press/statistics.html

Appendix

Questionnaire
This survey is conducted in order to develop a research paper on Effectiveness of Different
Social Media Advertising: A Study in Khulna City, Bangladesh as a requirement for the partial
fulfillment of BBA program, Khunla University. Your effort to fill up this questionnaire is highly
appreciated.
Regards
S. M. Imran Wahid

BBA final year

Khulna University
----------------------------------------------------------------------------------------------------------------------------------------------------------------Please fill up your personal details here.

Name:

Age:

Occupation:

Email id/Mobile number:

Check next page

I.

Please tick mark beside the social media site that you use at least once a month.

II.

Facebook
Google plus
Pintereset

LinkedIn
Twitter
Instagram

YouTube
Tumblr

Please mention your frequency of use of the social media sites. Put approximate number
of days you use a social media site in the blank space. Ignore those that you do not use
at least once a month.

A. You use Facebook _________

days in a month

E. You use Twitter

________

days in a m

B. You use LinkedIn _________

days in a month

F. You use Tumblr

________

days in a m

C. You use YouTube _________

days in a month

G. You use Pinterest ________

days in a m

D. You use Google Plus ________ days in a month

H. You use Instagram ________

days in a m

Check next page

In the following area, only rate the social media sites that you visit/use at least once a month against the questions/statements.
1. Advertisements are very visible on a social media site.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

2. Social Media Advertisements make you aware of the product or service brand.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

3. You can keep in mind the advertised product/services brand name, logo or any related picture.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

4. You trust the advertisements you see on a social media site.

Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

5. You find social media advertisements to be interesting.

Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

6. Social media advertisements provide the right and adequate message about the product or service.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

7. You often click on those advertisements in order to seek more information.

Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

8. You often like or follow fan-pages of different product/service to be updated about their promotional offers and other news.
Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

9. These advertisements often motivate you to purchase the product or service.

Facebook
Google Plus
Youtube
LinkedIn
Pinterest
Tumblr
Instagram
Twitter
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Completely
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree
Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Disagree

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Neutral

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

Completely
Agree

See next page

The following section compares social media advertising with other form of traditional
advertising. Please put tick mark beside the option that best describes your situation.
10. From an overall perspective, social media ads motivate you more than TV ads
Completely disagree

Disagree

Neutral

Agree

Completely agree

11. From an overall perspective, social media ads motivate you more than print media ads
(for example, newspaper ads)
Completely disagree

Disagree

Neutral

Agree

Completely agree

12. From an overall perspective, social media ads motivate you more than radio ads
Completely disagree

Disagree

Neutral

Agree

Completely agree

13. From an overall perspective, social media ads motivate you more than billboard ads
(billboards are different big outdoor signboards you often see on both sides the street)
Completely disagree

Disagree

Neutral

Agree

Completely agree