Impact of social media and digital media on advertisement effectiveness
Abstract
Every media platform's advertising has a unique composition that appeals to its target audience in a certain
manner. As a result of digitalization, media consumption patterns have changed. Advertising across various
media platforms and the impact they have on the buying habits of consumers need to be better understood. The
measurement of how much advertisement attracts clients is debatable. The purpose of this study is to determine
is there any impact of different media sources such as digital media and social media on advertisement
effectiveness. After the field survey, 200 questionnaires are sent as a sample using a 5-point Likert scale with
cross-sectional data, and 200 full questionnaires were collected from social media users. A conceptual
framework is built using a model with two independent, one dependent variable. Data suggests that advertising
has a substantial impact on advertisement efficiency, the findings of our study are solid.
Keywords: Social Media, Digital Media, Advertisement effectiveness
Introduction
Advertising is a method of communication that encourages an audience to make a buying choice about a
product or service and provides viewers with relevant information. It is seen as a critical component for the
success of companies and marketers (Ryans, 1996). In most cases, advertising is a kind of paid exposure or
promotion by a sponsor that utilizes a variety of conventional and contemporary media, such as television,
newspapers, commercial radio, magazine mail, and billboards (Ahmed & Ashfaq, 2013).
Television, radio, billboards, and newspapers were the most common mediums for advertising in the late 1980s
and early 1990s. Businesses are increasingly relying on Digital Advertising in the present day. Television
advertising may soon be replaced by social media and smartphone ads since companies are so focused on these
mediums. When it comes to Digital Marketing in Bangladesh, things are just getting started. Digital marketing
is already a full-fledged practice for most significant local and worldwide corporations.
Advertising's primary goal is to influence consumer purchasing decisions, however, this influence of a brand on
consumer behavior is always shifting and strengthening because of people's memories. Consumers' memories of
a brand are developed via connections with the name of the brand (Khan, Siddiqui, Shah & Hunjra, 2012). All
of these brands have an ongoing impact on consumer consideration, appraisal, and ultimately purchase
(Romaniuk & Sharp, 2004). In the literary research of advertising's efficacy, consumers' purchasing behavior
has always been given so much attention and space (Ajzen, 2002). A consumer's purchasing decision is often
influenced by how they feel about the product's marketing (Smith et al., 2006). Customers who see high-quality
advertising are more likely to purchase the goods, whereas those who see a low-quality advertisement are less
likely to do so.
Today, no one is exempted from the media's widespread impact (social media and digital media. Advertisement
stands out from the rest of the marketing tactics since it has a long-lasting impression on the observer's mind.
Advertising is, in essence, a component of the promotional mix, which includes the four P's of marketing:
product, price, place, and promotion.
Nowadays, advertisement is a terrific way to promote a firm throughout the whole market. Every year, the
repercussions of advertisements get more severe. Advertisements are used to create a positive picture of a
product in the minds of consumers. Kotler said that advertisements have become a controversial topic, and that
the fundamental principle of an advertising is to capture the attention of the target audience, with the primary
objective of an advertisement being to appeal. Communications in the twenty-first century may be broadcast by
a variety of media, including digital media and social media, among other things.
Literature Review:
Promoting products via advertising is a marketing approach that aims to raise customer awareness of the
product and encourage them to make a purchase decision. It's a marketing tactic that's often used. Advertising
has an impact on people's views, actions, and way of life. There are several ways to communicate with the
product's consumer using this medium. Investing in advertising is essential for a company's product to become a
household name (Hussein et al, 2008). Advertising, according to Latif and Abideen (2011), has the capacity to
influence customer brand preference.
Attitude toward the promoted product/service, attitude toward the advertisement, and desire to buy the
advertised brand are all common indicators of advertising effectiveness. With the growth of the internet, there
has been a rise in interest in the impact of media on advertisement (Ducoffe 1996; Briggs & Hollis 1997;
Singh & Dalal 1999; Dahlen & Bergendahl 2001; Dou et al. 2001; Chen et al. 2002; Cho 2003; Pashupati & Lee
2003). Only a few research compare the effectiveness of traditional media towards the effectiveness of the
internet and interactive media (Brackett & Carr 2001).
The methods used to distinguish media impacts from other sources may have an impact on the findings
in terms of media effectiveness. The emphasis on control over the substance of advertising has led to
researchers giving the same text across numerous media (Wright's 1974), for example, in experimental designs.
These studies indicate that there are only minor changes in the efficiency of advertising across different
mediums. A number of previous research examining the efficacy of advertisements presented in conventional
media (e.g., print, television, radio) have likewise discovered limited and typically modest impacts of the
medium on consumer attitudes about the products (Wright 1974; Taylor & Thompson 1982; Liu & Stout 1987;
Stafford & Day 1995).
The objectives of this paper is to assess the impacts of social media and digital media on the
effectiveness of advertisements. We focus on the following variables in the advertisement effectiveness study:
social media, digital media, and advertisement effectiveness. The study also considers the impact on the ad's
relative quality. We begin with an overview of advertising effectiveness aspects, followed by a consideration of
possible impacts on advertisement effectiveness in the following sections. We include a conceptual model based
on this discussion that serves as the foundation for presenting many hypotheses before moving on to designing
and measuring methodological issues. Finally, the findings and their ramifications are given.
Statement of the Problem:
This study investigates the impact of social media and digital media on advertisement effectiveness.
Research Gap:
Although there is evidence in the research literature that media can create a background that influences
advertisement effectiveness, there is no systematic way to investigate such influences in the literature or
practice. The goal of this research is to create a generic framework for connecting media quality to advertising
effectiveness. To do so, you must first identify the relevant qualitative experiences linked with your chosen
media. By experiences, we mean the thoughts and feelings that accompany the actual usage of the medium's
material. After these encounters have been created, they may be linked to the efficacy of a specific ad that
appears in the medium.
Significance of the research:
The significance of conducting the following research is to find that either there are any impacts of
digital media and social media on advertisement effectiveness or not and to conduct research.
The results of this research will be beneficial for the following sector or industry:
1. Marketing Sector
2. Advertisement agencies
3. Industrial Sector
4. Marketing Students
Research questions:
Do digital media important for advertisement effectiveness?
Is there any impact of social media on advertisement effectiveness?
Whether social media impacts on the level of advertisement effectiveness?
Do the efficiency of media advertisement have any positive effect on its effectiveness?
Objectives:
This research looks at the quantitative impact of digital media, including newspapers and magazines, on
advertising effectiveness.
To find whether digital media has any impact on advertisement effectiveness or not.
To know either social media platforms play any role in advertisement effectiveness or not.
To know is there any relation between the efficiency of media on an advertisement.
Theoretical Framework OR Research Model:
Social Media
Advertisent
effectiveness
Digital Media
Explanation of the theoretical framework or research model:
Social media:
When we talk about "social media," we're referring to the methods through which users build online
communities and networks by sharing, trading, and generating new content. Communications and Marketing
manages the main Facebook, Twitter, Instagram, and LinkedIn accounts.
Digital Media:
Digital videos like YouTube and audio recordings, slide presentations are examples of digital media.
Hypothesis:
H1: There is an impact of social media on advertisements effectiveness.
Ho: There is no impact of social media on advertisements effectiveness.
H2: There is an impact of digital media on advertisements effectiveness.
Ho: There is no impact of digital media on advertisements effectiveness.
Methodology
Design of Research:
The design of our following research is quantitative and descriptive.
Sampling Techniques:
The techniques which are used in this research are Stratified Random Samplings
Sampling Size:
The size of the sampling is 200 respondents.
Population:
The target population for this research being held will be 200 respondents.
Data Collection Methods:
There are mainly two methods of data collection as described under:
Primary Data:
Primary data was collected by the researcher itself through the feedback by distributing the questionnaire.
Secondary Data:
Secondary Data was collected from the internet, journals, websites, articles, and research already published.
Instruments:
The instrument which was used to collect data is a questionnaire.
Findings and Results
We have noticed and assessed that media has an impact on the efficacy of advertising, and that consumers are
familiar with promotional activities of social and digital media, among other things, based on the findings.
Advertisements on social media and digital media all have an impact on their efficacy and customers' thinking.
The results were also notable in that different types of media advertisements raise knowledge about product
costs, attributes, quality, ingredients, and many other factors. We've also discovered that a certain form of
marketing boosts the advertisement's efficacy.
Conclusion:
We have concluded from the preceding discussion that the primary media sources which are digital media and
social media we have mentioned have a considerable impact on the effectiveness of advertisements. These are
highly useful in influencing the efficiency of advertisements, which is a very good indicator for advertising and
marketing firms. Our findings also backed up the study's model, which showed that advertising has a big impact
on the effectiveness of advertisements. Marketing and advertising groups are sure to benefit from this one,
based on what we found through empirical research.
Practical implications:
Despite the fact that most people are often exposed to advertising, they have no idea how they are impacted by
them. Because the questionnaire was written in English, several respondents were hesitant to fill it out owing to
a lack of comprehension. The author solved this challenge by translating the questions into their own tongue.
The basic components such as social media and digital media, as well as their effects on the efficacy of ads,
have been underlined in this research study. According to the findings of this study, advertising businesses
should design cost-effective methods and build a vast advertising environment in the competitive market.
Future Direction of Research:
Media advertising has made the shift from traditional advertising to the newest technology, such as tablets and
mobile phones, by adding a new variable called "technical awareness," which is generally produced by the
ambient response. It will show how technology knowledge may boost the effect and influence of all media-
sourced commercials.
References:
Ahmed, S. & Ashfaq, A. (2013). Imapct of advertising on consumer buying behavoiur through persuasiveness,
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Appendix
QUESTIONNAIRE
SECTION A. Demographic Questions
Instructions: Please complete this section by circling the following answers.
1. Name: ______________________
2. Gender: ________
(a) Male (b) Female
3. Age: _________
(a) Below 19 (b) 19-22 (c) 22-25 (d) above 25
4. What is your level of study?
(a) Undergraduate (b) Masters (c) PHD
5. Do You Watch Advertisement Daily?
Yes No
6. Do You like Advertisement?
Yes No
7. The best media for Advertisement according to you?
TV
Social Media
YouTube
Other
8. What is your attitude towards advertising?
Informative
Misleading
Entertaining
Can’t Say
SECTION B. Questionnaire
Strongly Disagree Neutra Agree Strongly
Disagree l Agree
1 Does social media advertisement
necessary to attract the consumers? 4 11 29 143 44
2 Does digital media advertisement
(YouTube etc.) To be necessary? 7 17 45 135 27
3 Does the outdoor/street advertising
Relevance to Your daily life? 9 42 36 126 18
4 Does outdoor/street advertisement poorly
Displayed, that's why not attractive? 4 37 41 141 8
5 In this competitive market, any product
can’t survive without advertisement? 8 17 12 142 52
6 Do You buy the goods when you feel its
Necessary/needed? 3 13 27
18 170
Strongly Disagree Neutral Agree Strongly
Dis agree Agree
7 Does restrictive advertisement also
attract your mind and convince you. 7
7 35 3 143
9
8 Does media advertisement a source of 8 52
pleasure & entertainment? 3 12 156
9 Do you think that television 1 42
commercials have vast coverage than 2 8 2 167
anything else?
Strongly Disagree Neutral Agree Strongly
Dis agree Agree
10 Does digital advertisement always 20 177
influence & dominate You? 7 6 21
11 Do You like to buy the goods for 21 141
Dominance & increase the standard of 3 6 60
living in society?
Strongly Disagree Neutral Agree Strongly
Dis agree Agree
12 Does social advertisement create the 7 25 8 80 33
awareness,
So that You prefer to buy the low
priced goods?
13 Does social media advertisement 11 31 28 139 22
convince You to buy the same brands?
Strongly Disagree Neutral Agree Strongly
Dis agree Agree
14 Does social media advertisement 6 12 65 134 14
encourage you to purchase the products?
15 Does social media advertisement 4 13 47 152 15
always influence
You’re buying habits?
16 Does social media advertisement 7 6 17 162 39
motivate you, to shift from one brand to
another brand?
