Impact of Facebook Advertisement

Introduction

Facebook was formerly regarded as the real time online platform especially for the college students but now this platform is used by everyone. It is regarded as new technology in terms of websites that focus and concentrate on the social networking. It provides various facilities to the users such as interaction with their friends, sharing and transfer of personal information; they also can express their feelings and post their views. Hence, it can be said that Facebook is regarded as the most interactive platform for the users. Through Facebook people can meet. They can also share their issues as well as ideas (Akpan & Nwankpa, 2015). Social media is regarded as the most popular social networking site. Moriarty and Wells have compared the social networking sites with the arcade hangouts and the old mall. According to the author, these social networking sites can be regarded as a place where teens can spend hours of time. At these sites, teens spend time with their friends and make discussions on their joys, disappointments & crushes. Majority of the members are college buddies who share many things on Facebook like photos, music, and personal stories. Advertising and marketing is dynamic in nature and this is regarded as one of the competitive field. Facebook has provided a platform to the marketers as well as to the advertisers through which they can reach their potential consumers. Hence, it can be said that it is one of the easy way for approaching the right customers. Social networking sites are regarded as an opportunity through which consumers can be reached on one to one basis. Facebook was created in 2004; this website was so popular and successful that till 2010 there were around 500 million active users who operate Facebook on daily basis. Thus it provides a large platform for marketing purposes. This report will ascertain youth's behavior towards the advertisements which are posted on Facebook. Through this report, it will be evaluated that whether Facebook impacts the purchasing behavior of the students of the university or not.

Research question

What is the impact of Facebook advertisement on university students' purchasing power?

Research objectives

• To examine that whether students access the advertisements through Facebook
• To examine the impact of Facebook on students of university
• To examine the change in students' purchasing power

Research Methodology

Methodology states the techniques which will be used for the data collection purpose for this research study. On the basis of collected data, assessment of findings will be done. Further, relevant recommendations and conclusions will be drawn. This study includes both primary as well as the secondary research.

There are basically two research approaches that are used in the research study. These are as follows:

• Qualitative research

It involves in-depth analysis of the problem that is linked with the real world issues or real world problems. Numerical measurement and calculations are not involved in this type of research.

• Quantitative research

 This research is completely based on the numerical allocutions and statistical calculations. Research problem is explained and analyzed on the basis of the numerical calculations. It is used to measure the validity of the research paper. Further this approach is used for defining the reliability of the research report (Kothari, 2004).

In this report both qualitative and quantitative research will be carried out so that in depth knowledge relating to the topic can be gathered.

Data collection

 There are two sources from which data can be collected that are

• Primary source

 Primary data will be collected through survey. Survey will be conducted with the help of questionnaire. Structured questionnaire will be provided to the respondents so that they can fill the required information. Proper guidance will be provided while filling the questionnaire. Questionnaire will be based on the Likert scale. First-hand information for the report has been gathered through this process (Kumar, 2014).

• Secondary sources

Assessment of previous researches and theories is required to be included in the secondary research. The previous literatures and theories should be in relation to the topic of the present research. Secondary research involves authors' views in the already published articles, reports, literatures, books, and theories, etc (Bergh & Ketchen, 2009).

In this research study secondary data will be collected through literature review which as follows: 

Literature review

Social Media has become a great mode of communication in this modernized and globalized world. It allows exchange of information, pictures, videos, and ideas in various communities. Social media is a group of internet application that is built through technological and ideological foundations that permits exchange of user generated information through Web 2.0. Social media has various advantages such as: easy and quick access to large group and population, bunch of features that are efficient for business and marketing, and most importantly it is not geographically limited. Social networking sites consist of Facebook, Café Mom, Google Plus, LinkedIn, etc. These sites focus on securing and establishing contacts between people. They focus on the aspects of networking by connecting more and more people irrespective of whether they are related or not. These sites help in making friends, chatting, playing, sharing news, and real life experiences with them. Social networking sites are most successful social media platforms and the most considered and used social networking site is Facebook. In UAE and all across the world, it has maximum number of users as compared to any other type of social networking site (Myers, 2012)...

As analyzed by Lian (2007), technology is a jargon through which we celebrate modern lifestyles and portray development. Technology results in acceptance of modern lifestyle practices and alteration in behavior and practices. Technology helps in strengthening ties between people, it a technical tool that ensures improved surroundings. People have high reliance on technology so that their ability to work expands and they can communicate effectively. Technology helps the people in making better products in terms of both quantity and quality. From the sociological point of view, technological advancements lead a country to growth but it has also created a ‘vacuum’. It is pertinent to balance the technology with sociological aspects of living in a timely manner to ensure that the technology does not rule society and only a society rules the technology (Lian, 2007)..

In another research by McGrath (2012) relationship between technologies of new media within households and interactions flanked by individuals have been considered. This research highlights the impact of media and technology in the daily lifestyles of individuals in regard to advancement in technology. The impact on society caused by new media technologies is huge. The aspects of social interactions amongst individuals have been highly influenced with the integration of technologies. However, the impact caused on various households may differ. New media technologies have helped in easing and enhancing interaction processes within the family system. It helps in bridging the gap between digital divides and generations. With individuals using technology on their personal level rather as a collective system, concepts of privatization in the family life have increased (Hemann & Burbary, 2013). Media technologies have particularly impacted the familial relationships by replacing family with friends on the priority list. The households have been forced to emerge as different entities far from the concept of family due to rise in individualization, which leads to disintegration of family members and change in daily routines (Wright, 2006). Thus, the technology has transformed the way of living; it has helped in becoming better and efficient but on the same hand media technologies have shifted the notions relating to family and family values (Kaufman & Horton, 2014). The merits of living in family are no longer felt due to high integration with media technologies. The cultures of family and patterns of interactions have also been highly affected with high reliance, usage, and dependence on the social media tools. The view of sociologists shows a concern regarding the current trends and implications of technology on social values and familial aspects. If the societal patterns keep on changing with such rate and adversity, then the technology shall drift away social life (McGrath, 2012).

Studies by Grafdom (2012) have suggested that the individuals and corporate brands have extensively relied on the social media platforms and their presence is high particularly on Facebook and Twitter followed by YouTube. This study helps in estimating the usage of social media. It is found that Facebook is the most popular social media website and accessed by more than 72% of the population. After Facebook, Twitter holds a significant position but is accessed by only 27% of the population.

Social media through its social networking sites have provided advanced and capable technologies to the people so that they can stay connected with family as well as friends. (Ryan, 2014) These contemporary sites have ensured in creating best of opportunities and services for its users. These have helped them to save their precious time by integration in the community through the networking portals only. Social networking sites give a new dimension to the people to open and explore the cultures of various other communities in the world (Grafdom, 2012).

• Sampling design

Random sampling technique will be used for the purpose of data collection in this research study.

Sampling will be based on the probabilistic method. In this technique, probability of selection of each member in the population is equal.

• Sample size

Sample size for this report is 200 students

Data analysis

Data will be analyzed through MS excel. Data that has been collected form primary source will be analyzed through t testing with the help of Microsoft excel. The analysis part will include data representation through pie chart and its explanations.

Bibliography

Akpan, C. S. & Nwankpa, N. N., 2015. Influence of Facebook Advertisement on the Buying Behaviour of Students of a. International Journal of Humanities and Social Science , 5(7), pp. 135-148.

Bergh, D. D. & Ketchen, D. J., 2009. Research Methodology in Strategy and Management, Volume 5. s.l.:Emerald Group Publishing.

Grafdom, 2012. Grafdom Releases UAE’s First Social Media Report of Top 100 Brands. [Online]
Available at: http://www.grafdom.com/newsroom/grafdom-releases-uaes-first-social-media-report-of-top-100-brands/
[Accessed 17 November 2015].

Hemann, C. & Burbary, K., 2013. Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World. s.l.:Que Publishing.

Kaufman, I. & Horton, C., 2014. Digital Marketing: Integrating Strategy and Tactics with Values, A Guidebook for Executives, Managers, and Students. s.l.:Routledge.

Kothari, C. R., 2004. Research Methodology: Methods and Techniques. s.l.:New Age International.

Kumar, R., 2014. Research Methodology: A Step-by-Step Guide for Beginners. s.l.:SAGE.

Lian, A. Y. G., 2007. Sociological viewpoints on technology: general assumptions and framework. Akademika, Volume 71, pp. 61-73.

McGrath, S., 2012. The Impact of New Media Technologies on Social Interaction in the Household. Electronic Culture and Social Change.

Myers, A., 2012. 13 types of social media platforms and counting. [Online]
Available at: http://decidedlysocial.com/13-types-of-social-media-platforms-and-counting/
[Accessed 16 November 2015].

Ryan, D., 2014. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. s.l.:Kogan Page Publishers.

Wright, R., 2006. Consumer Behaviour. s.l.:Cengage Learning EMEA.

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