Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Name
ID
1130717030
1130704030
1130442030
1130435030
1130462030
1
Letter of transmittal
November 30, 2015,
Dr. Tamgid Ahmed Chowdhury
Assistant Professor,
School of Business
North South University
Executive summary
The purpose of the study is to find effectiveness of Facebook among young generation in
Bangladesh. This research is basically conducted in north south university among 140
respondents who are randomly chosen. Also we provide survey questionnaire to some service
holder to find accurate result. Research type is descriptive in nature and data were collected
through questionnaire with mostly close ended questions. For hypothesis testing, one sample T
test and multiple regressions were performed. As our computerized tool IBM SPSS has been
used. Most of our data reflect stereo type attitude of people towards purchase using Facebook.
For Last 5 years Facebook become the most popular social media for our country. Various
entrepreneurs are trying to reach to their customers via Facebook. But throughout our research
we found though Facebook is a potential medium to reach customers but still there are many
hinders.
The major finding gives we somewhere in middle because our respondent answers that
Facebook dont effectively reach consumers. But some of the respondents also bought products
from Facebook. We find out various hinders in reaching to customers through Facebook. Such as
consumers are misguided by false information, visual effects make the inferior products look
gorgeous and Facebook ads are not exciting to them. At the end Facebook could be the best way
to reach young if they maintain several issue because number of users in Facebook is increasing
day by day.
Table of Contents
CHAPTER 1 Introduction ................................................................................... 6
1. Introduction: ................................................................................................ 6
1.1 Rationale of the study ............................................................................. 7
1.2 Objective OF the study: ........................................................................... 8
1.3 Limitation of the study: ........................................................................... 9
1.4 Hypothesis: ............................................................................................. 9
Chapter -2 Literature review ............................................................................. 10
2. Literature review: ...................................................................................... 10
Chapter 3 Methodology ................................................................................. 12
3. Methodology ............................................................................................. 12
3.1 Research Method ..................................................................................... 12
3.2 Preparing Questionnaire ....................................................................... 13
3.3 Field Study ............................................................................................ 14
3.4 Statistical tools...................................................................................... 16
Chapter- 4 Analysis ........................................................................................... 17
4. Analysis...................................................................................................... 17
4.1 Hypothesis analysis ............................................................................... 17
4.2 Regression analysis ............................................................................... 25
Chapter 5 Qualitative analysis ........................................................................ 59
5.1 Major findings: ......................................................................................... 59
5.2 Recommendation: .................................................................................... 59
Chapter 6 ....................................................................................................... 61
6.1 Conclusion ............................................................................................... 61
5
CHAPTER 1 Introduction
1. Introduction:
The trend of business is changing rapidly. Human evolution has changed quite a bit through the
grace of modern technology. Tools of social median have also changed. People are using social
sites such as Facebook, twitter, LinkedIn. According to ITU Bangladesh has 6, 17,300 internet
user till July, 2010. But it has found that the total face book user in Bangladesh is more than the
total internet user in Bangladesh. These facts suggest that there is much scope for e-commerce
business in Bangladesh. Among them according demographic segment there is a very good
market for launching a new product through face book. From the data 49.68 (18-24 years) are
youth segment which is half of the total face book users of Bangladesh, so it will be easy for any
company to reach the youth easily( ksrahman.wordpress.com).The popularity of social media
sites has also spread to companies and firms as part of their strategies, as study conducted by
Burson-Marsteller shows that 86%of 100 largest companies on the Fortune 500 list use at least
one of the social media sites such as Facebook, Twitter, YouTube or blogs and 28% of them use
all four platform for their promotions. According to Social media Marketing report, 64% of
marketers spend five hundred or more per week on social media and 39% of them spend ten
hours or more weekly(Stelzner,2009).
A number of businesses have gained some advantages from social media marketing like dessert
Gallery has increased visits by 20% per month after its Facebook fans jumped fans from 283 to
817(Woessner,2011).IN ADDITION, a Facebook page with a portfolio of pictures has helped a
wedding photographer from Michigan, Aaron and Deckrow get new customers (Yankee,2009).
In addition social media sites enable businesses to build closer relationship with customers, as
well as to expand the market to the customers that they could not reach before (Rooney, 2011).
Now a daysfacebook is very important source to do business. Almost every brand and firm has
their own facebbok pages, which help them to introduce their product with customers. And if
customer has any inquire about their product then agents of the firm can directly contact with
customer through facebook and give them their desire information. Which ultimately fulfill the
customer inquire. Again, lots of new business entrepreneurs start their business through facebook
because it can grab huge number of customer with limited effort. The best real life example for
us will be, some of our NSU brothers started a small business and they use facebook as a strong
platform for their business. Where they used to delivery printed document, stationary item
directly to use but for the printed document we have to send them the softcopy of the document
via facebook message six hour before the delivery. So from this example we can see that
facebook is an effect medium for entrepreneurs to start their own business.
The purpose of this research is aimed to answer not only logically but also statistically
effectiveness of facebook in selling any sort of product. For finding the effectiveness of facebook
we will go through different methodologies including surveys, statistical tools, interviews etc.
After compellation of this research we will hopefully we will show whether facebook is really
effective or not.
1.1 Rationale of the study
This research paper is basically based on the effectiveness of Facebook in selling product to
youth society of Bangladesh. To find out the effectiveness of Facebook regarding to how
Facebook help to reach youth? ; How it create brand awareness? ; How it deliver information to
youth? ; How it increase customer engagement? ; And many more.
7
To find out if consumers prefer buying products from Facebook over conventional
market.
And finally, to provide recommendation for betterment of the Facebook marketing and
trading of this country.
ii.
iii.
iv.
v.
Researchers are still at learning stage and their expertise is considerably limited.
1.4 Hypothesis:
Ho= the marketing effort given to deliver new ideas to customers via Facebook is not effective to
reach customers.
Ho= the marketing effort given to deliver new ideas to customers via Facebook is not effective to
create customer interest.
Ho= Facebook cannot be used as a tool of communication for sharing ideas to young generation
due to huge cluster of numerous promotions causing difficulty to access the promotions.
Ho=Facebook is not a capable medium for improving customer services.
Ho= Facebook failed to attracts young generation to purchase our product.
Ho=Growing young generation of potential customers are not considering Facebook as a source
of info for new products.
Ho= Facebook has failed to reflect the new trend to young generation.
and facebook then they have in other form of media ( The secrete to marketing success on
facebook? , E.B . BOYD). Sean Bruich , head of the measurement at facebook coated that in fast
company magazine.This states that Facebook has more reach customer engagement, source of
information and responsive to the customers than other sort of media like Television,
Newspaper, Magazine.
Targeting with Facebook ads allows you to advertise to the right people based on their real
interest (FacebookAds : 5 Tips for success, Leyl Master Black). On this article Leyl Master
Black suggesting some tips for the business which run through facebook. He said that Facebook
can preciously can track right customer based on their interest otherwise bridge communication
gap. Literally Facebook track customer based on their interest so it is acting like a bridge
between customers and companies. And it also introduces the companies to the customers. In this
way communication gap is filled. Robi user get free internet access to 23 websites ( May 29,
2015,Daily Star). This Newspaper article introduces an offer of Robi telecom that people of
Bangladesh can use 23 websites including Facebook without any charge. So, it goes without
saying that accessing to Facebook for the people of Bangladesh is just a pressing a button. After
the attractive offer on Robi other operators like Grameenphone, Banglalink share the same offer.
It also implies that sharing of ideas are very convenient for any person in Bangladesh from
anywhere, anytime.
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Chapter 3 Methodology
3. Methodology
3.1 Research Method
3.1.1 Type of research:
We plan to do both exploratory and conclusive research. We want to do small and short
exploratory research to find out more about our target customers and get an insight about the
trend of online buying perspective.
This research is conclusive research which is mainly descriptive research. Since we have a
mainly focus on young customer group and also determine the perception towards our power
bank. So we will ask them different question about our product. Then data that have been
collected from our customer will be sued to reach at some conclusive result.
We will go for single cross-sectional research design as we are planning to collect data from our
potential young customer sample that use Facebook and we will collect the data once to see if
they consider Facebook to look for new products or ideas.
12
regarding after sale service. We gave a little instruction on how to answer the questions then all
the 5 point likert scale questions were placed and the last question was placed in a way which
gives us the overall idea about consumers perception. Then another open ended question were
asked for some qualitative data. Overall there are 23 questions including the filter questions in
the questionnaire. (The sample of the questionnaire is attached in the appendix).
First of all we didnt include any filtering questions. I purchase products from
facebook we add this after getting suggestion.
ii.
Secondly we put less likert questions but after getting suggestions we add more likert
questions.
iii.
Later, the questionnaire was asked to 10 random people to test its understandability and then it
was finalized for the survey.
3.3 Field Study
interview method where bazaar places or street tea shops have been targeted. The reason of
choosing these places is very obvious considering our sample populations socio economic
factor.
Detail
Number
of
respondents
Profession
Student
137
Service holder
12
Business
Other
Online purchase
Products
purchased 149
using Facebook
Do
not
Products
purchased
using
Facebook
Source: Survey data, for research purposes only
15
To interpret the results of the questionnaire we have used the following statistical tools:
One Sample t- Test: We have used one sample t- test because we have one variable (I have
purchased products from facebook?) and one sample (people who see promotional ads in
facebook). So, in this case we have made our decision based on t-value.
Linear Regression Analysis: In statistics, regression analysis is a statistical process for
estimating the relationships among variables. It includes many techniques for modeling and
analyzing several variables, when the focus is on the relationship between a dependent variable
and one or more independent variables. More specifically, regression analysis helps one
understand how the typical value of the dependent variable (or 'criterion variable') changes when
any one of the independent variables is varied, while the other independent variables are held
fixed.
16
Chapter- 4 Analysis
4. Analysis
4.1 Hypothesis analysis
Hypothesis - 1
Ho 1 the marketing effort given to deliver new ideas to customers via a facebook is not
effective to reach customer.
Ha 1 -
the marketing effort given to deliver new ideas to customers via a facebook is effective
to reach customer.
For promotional advert: calculate t- value= 26.975, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For click on those adverts: calculate t- value= 38.193, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For desired information: calculate t- value= 32.906, critical value = 1.652. Calculated value >
critical value based on 148 df.
For tagging your family: calculate t- value= 37.554, critical value = 1.6552.Calculated value >
critical value based on 148 df..
For tagging your friend: calculate t- value= 32.311, critical value = 1.6552.Calculated value >
critical value based on 148 df..
17
For reach among the people: calculate t- value= 31.342, critical value =1.6552.Calculated value
> critical value based on 148 df..
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 thats why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. Thats mean the marketing effort given to
deliver new ideas to customers via a facebook is effective to rich customer.
Hypothesis 2
Ho 2 - The marketing effort given to deliver new ideas to customers via Facebook is not
effective to create customer interest.
Ha 2 - The marketing effort given to deliver new ideas to customers via Facebook is effective to
create customer interest.
We have used 1 variable to prove hypothesis 2
For facebook existing: calculate t- value= 38.455, critical value =1.6552. Calculated value >
critical value
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 thats why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. Thats mean the marketing effort given to
deliver new ideas to customers via Facebook is effective to create customer interest.
18
Hypothesis 3
Ho 3= Facebook cannot be used as a tool of communication for sharing ideas to young
generation due to huge cluster of numerous promotions causing difficulty to access the
promotions.
Ha 3= Facebook used as a tool of communication for sharing ideas to young generation due to
huge cluster of numerous promotions causing difficulty to access the promotions.
We have used variables to prove hypothesis 3
For convenient way: calculate t- value= 30.342, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For new trends: calculate t- value= 31.023, critical value = 1.6552.. Calculated value > critical
value based on 148 df.
For checking adverts: calculate t- value= 30.457, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For advertisement bother: calculate t- value= 25.210, critical value = 1.6552.Calculated value >
critical value based on 148 df..
For long run: calculate t- value=31.227, critical value = 1.6552.Calculated value > critical value
based on 148 df..
For short run: calculate t- value=27.172, critical value = 1.6552.Calculated value > critical value
based on 148 df..
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For not disturbing: calculate t- value=20.633, critical value = 1.6552.Calculated value > critical
value based on 148 df..
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 thats why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. Thats mean Facebook used as a tool of
communication for sharing ideas to young generation due to huge cluster of numerous
promotions causing difficulty to access the promotions.
Hypothesis 4
Ho 4=Facebook is not a capable medium for improving customer services.
Ha 4=Facebook is a capable medium for improving customer services.
We have used variables to prove hypothesis 4
For misguided by advertisement: calculate t- value=30.292, critical value = 1.6552. Calculated
value > critical value based on 148 df.
For platform to interact: calculate t- value= 38.528, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For reliable information: calculate t- value= 28.584, critical value = 1.6552. Calculated value >
critical value based on 148 df.
20
For responsiveness: calculate t- value= 30.319, critical value = 1.6552.Calculated value > critical
value based on 148 df..
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 thats why we are100% confidence that our
statement is true. So we reject Ho and accept HaThats mean Facebook is a capable medium for
improving customer services.
Hypothesis 5
Ho 5= Facebook failed to attracts young generation to purchase our product.
Ha 5= Facebook attracts young generation to purchase our product.
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For purchase intention: calculate t- value= 28.943, critical value = 1.6552.Calculated value >
critical value based on 148 df..
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 thats why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. Thats mean Facebook attracts young
generation to purchase our product.
Hypothesis 6
Ho 6=Growing young generation of potential customers are not considering Facebook as a
source of info for new products.
Ha 6=Growing young generation of potential customers are considering Facebook as a source of
info for new products.
We have used 3 variables to prove hypothesis 6
For new trends: calculate t- value=31.023, critical value = 1.6552. Calculated value > critical
value based on 148 df.
For share with friends: calculate t- value= 28.129, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For share with family: calculate t- value=26.877, critical value = 1.6552. Calculated value >
critical value based on 148 df.
22
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 thats why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. Thats mean Growing young generation of
potential customers are considering Facebook as a source of info for new products.
Hypothesis 7
Ho 7= Facebook has failed to reflect the new trend to young generation.
Ha 7= Facebook has to reflect the new trend to young generation.
We have used 3 variables to prove hypothesis 7
For life style: calculate t- value=31.466, critical value = 1.6552. Calculated value > critical value
based on 148 df.
For reflect my image: calculate t- value=31.298, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For social status: calculate t- value=30.883, critical value = 1.6552. Calculated value > critical
value based on 148 df.
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 thats why we are100% confidence that our
23
statement is true. So we reject Ho and accept HaThats mean Facebook has to reflect the new
trend to young generation.
Hypothesis 8
Ho 8= Facebook promotions has failed to meet customer satisfaction.
Ha 8= Facebook promotions has to meet customer satisfaction.
We have used 4 variables to prove hypothesis 8
For quality indifferent: calculate t- value=31.559, critical value = 1.6552. Calculated value >
critical value based on 148 df.
For visual quality: calculate t- value=37.808, critical value = 1.6552. Calculated value > critical
value based on 148 df.
For price charged: calculate t- value=27.827, critical value = 1.6552. Calculated value > critical
value based on 148 df.
For overall satisfied: calculate t- value=26.602, critical value = 1.6552.Calculated value > critical
value based on 148 df.
So all these variables calculate values are > critical values and also p- values is <0.05. Where
degrees of freedom (df) is 148 and significance is 0.000 and also mean familiarity rating is less
than 4.0 in Ho and also our significance value is .000 thats why we are100% confidence that our
statement is true. So we reject Ho and accept Ha. Thats mean Facebook promotions have to
meet customer satisfaction.
24
Model Summaryb
Std.
R
Mo
Error of
del
.826a .682
Change Statistics
F
R Square Chang
Sig.
.623
11.643 23
.742
.682
df1
F Durbin-
df2
Change
Watson
125
.000
1.872
25
We have done regression analysis which contained one dependent variables and made decision
based on the values of t and p value. In one case, the analysis was bivariate regression analysis
and in other cases, the analyses were multiple regression analysis.. In order to conduct the
regression analysis we had to formulate the general model:-
0 is the intercept or constant. It represents the value of the dependant variable if there were no
independent variable
Questioner interpretation:
1. I have been misguided by the advertisement given on Facebook page about a new
product
For this question we got our Beta coefficient value .224 with .030 significant which is positive
that implies that our respondent are misguided by Facebook advertisement which ultimately
means that they first bought the product and after using the product they understood that
26
Facebook advertisement misguided them. So, this independent variable has positive impact in
our dependent variable. As significant value is less than .05 so it is statistically significant so we
can trust it because there is less chances of error. Reason for misguided via
2. Have you faced quality indifference of products that are sold through Facebook and
actual market?
For this question we got our Beta coefficient value .177 with .020 significant which is positive
that implies that our respondent faced quality indifference of product in Facebook than in actual
market. This ultimately means that they first bought the product and after using the product they
understood that there is quality indifference in Facebook. This happens because in Facebook ads
they display inferior products with high resolution picture quality. As significant value is less
than .05so it is statistically significant so we can trust it because there are less chances of error.
3. Do you think the new products/services promoted in Facebook match your life style?
For this question we got our Beta coefficient value -.009 with .912 significant where Beta
coefficient is negative that implies that our respondent lifestyle doesnt match with the product
promoted in Facebook. As the product promoted in Facebook doesnt match with the life style of
our respondents thats why they dont buy the product. That impact negatively in our dependent
variable means they dont buy through Facebook. As significant value is higher than .05 so it is
not statistically significant so we cant trust it because there is more possibility of more error.
27
4. Do you think the product/service pages in facebook works as a platform to interact with
the product/service provider or with other customers?
For this question we got our Beta coefficient value -.021with .776 significant where Beta
coefficient is negative that implies that according to our respondent facebook doesnt work as a
platform to interact with service provider. Asfacebook doesnt works as a platform to interact
with service provider thats why they dont buy the product. That impact negatively in our
dependent variable means they dont buy through Facebook. This happens because we cant se
the service provider face to face and we cant trust them. As significant value is less than .05 so
it is statistically significant so we can trust it because there are less chances of error.
5. Do you find the advertisements on Facebook exciting?
For this question we got our Beta coefficient value -.034 with .000 significant where Beta
coefficient is negative that implies that according to our respondent facebookadvertisements
dont seem exciting to them. Thats why they dont buy the product. That impact negatively in
our dependent variable means they dont buy through Facebook. This happens because some
facebook advert must be seen to perform further actions so its something against the will of
respondentsAs significant value is .00 so that means that it has contain no error.
6. Do you find Facebook more convenient way to find out about new products/services
rather than going to the market?
For this question we got our Beta coefficient value .033 with .667 significant where Beta
coefficient is positive that implies that according to our respondent facebookadvertisments dont
28
seem exciting to them. is more continent to find about new products rather than going to market..
That impact positively in our dependent variable. This happens because there are some facebook
pages which actually provide various new products information. Also it is easy to search about
new products in facebook because you dont have to go physically. . As significant value is
higher than .05 so it is not statistically significant so we cant trust it because there is more
possibility of more error
7. Do you prefer using Facebook to find out about the new trends of products/services?
For this question we got our Beta coefficient value .0355 with .00 significant where Beta
coefficient is positive that implies that our respondents think that they use facebook to find out
about the new trends of products/services that impact positively in our dependent variable. This
happens because there are some facebook pages which actually provide various new products
information. Also it is easy to search about new trend by a click. As significant value is less than
.05 so it is statistically significant so we can trust it because there are less chances of error.
8. Facebook can be considered as an easy way of checking adverts?
For this question we got our Beta coefficient value .0350 with .00 significant where Beta
coefficient is positive that implies that our respondents think that they use facebook is an easy
way to check adverts. That impact positively in our dependent variable. This happens because in
facebook you can check advertisements by clicking anytime from anywhere. As significant value
is .00 so that means that it has contain no error.
9. Facebook advertised products reflects my image?
29
For this question we got our Beta coefficient value -.0339 with .020 significant where Beta
coefficient is negative that implies that according to our respondents facebookdoes not reflect
their image. That impact negative in our dependent variable thats why they dont buy through
facebook. This happens because there are always differences among the individuals based on
their perceptions life style etc. As significant value is less than .05 so it is statistically significant
so we can trust it because there are less chances of error.
For this question we got our Beta coefficient value .185 with .096 significant where Beta
coefficient is positive that implies that according to our respondents facebook matches with
their social status. That impact positive in our dependent variable thats why they may buy. This
happens because facebook always target people based on their demographic profile. . As
significant value is higher than .05 so it is not statistically significant so we cant trust it because
there is more possibility of more error
For this question we got our Beta coefficient value -.005 with .949 significant where Beta
coefficient is negative that implies that according to our respondents visual quality of adverts in
Facebook is not satifactory. That impact negative in our dependent variable thats why may be
they dont buy through facebook. This happens because some adverts are not made by high
quality visual effect sometimes users smartphone also have so fault. As significant value is
30
higher than .05 so it is statistically not significant so we cant trust it because there is possibility
of more chances of error.
11. Facebook Provides reliable information about the products advertised?
For this question we got our Beta coefficient value .50 with .00 significant where Beta
coefficient is positive that implies that according to our respondents facebook provides reliable
information about product. That impact positively in our dependent variable thats why may buy
through facebook. This happens because some adverts also gave some web link to know more
about the brand. As significant value is .00so that means that it has contain no error.
12. Facebook Brand pages/ groups are responsive?
For this question we got our Beta coefficient value .106 with .198 significant where Beta
coefficient is positive that implies that according to our respondents brand pages are responsive.
That impact positively in our dependent variable thats why may buy through facebook. Every
brand pages open pages only for their consumers where anyone can easily ask questions and can
get the information they asked. As significant value is higher than .05 so it is statistically not
significant so we cant trust it because there is possibility of more chances of error.
13. High number of advertisements bothers me while using facebook?
For this question we got our Beta coefficient value .119with .221 significant where Beta
coefficient is positive that implies that according to our respondents high number of
advertisement bother too much. It is so obvious that while using facbook there are many
mandatory adverts everyone have to see without willing and it is annoying. As significant value
31
is higher than .05 so it is statistically not significant so we reject the relation between the
independent and independent variable because there are more chances of error.
14. Quality of the products is fair for the price charged?
For this question we got our Beta coefficient value .151with .095 significant where Beta
coefficient is positive that implies that according to our respondents believe that quality of the
product is fair for price change. As significant value is higher than .05 so it is statistically not
significant so we reject the relation between the independent and independent variable because
there are more chances of error.
15. Overall I am satisfied with the advertisements of products on Facebook?
For this question we got our Beta coefficient value -.024 with .778 significant where Beta
coefficient is negative that implies that according to our respondents they are not satisfied with
facebook. This happens because in facebook no one can touch the products also many other
factors. As significant value is higher than .05 so it is statistically not significant so we reject the
relation between the independent and independent variable because there are more chances of
error.
16. I share the ads of facebook with my friends?
For this question we got our Beta coefficient value -.0254 with .001 significant where Beta
coefficient is negative that implies that according to our respondents they dont share ads with
the friend . This happens because in facebook, we generally tag our friends we find any post or
videos interesting. As significant value is lower than .05 so is statistically significant so we can
32
accept the relation between the independent and independent variable because there are less
chances of error.
17. I share the ads of facebook with family members?
For this question we got our Beta coefficient value -.0276 with .00 significant where Beta
coefficient is negative that implies that according to our respondents they dont share ads with
their family.. As significant value is .00 so that means that it has contain no error
18. I can recall the ads seen in the facebook in the long run?
For this question we got our Beta coefficient value .325 with .000 significant where Beta
coefficient is positive that implies that according to our respondentscan remember facebook ads
in the long term. It is common whenever we expose to a adds many times we can easily
remember it. As significant value is .00 so that means that it has contain no error.
19. I can recall the ads seen in the facebook in the long run?
For this question we got our Beta coefficient value -.150 with .115 significant where Beta
coefficient is positive that negative that according to our respondents cannot remember facebook
ads in short term. It is common whenever we expose to aads many times we can easily remember
it. As significant value is higher than .05 so is statistically not significant so we there are some
chances of error.
20. Facebook ads create purchase intention in me?
For this question we got our Beta coefficient value -.096 with .271 significant where Beta
coefficient is negative that implies that facebook ads dont create any purchase intention to them.
33
This happens because some of us prefer going to market physically than from facebook. As
significant value is higher as .05 so is not statistically significant there maybe chances of error.
21. I feel facebook ads have better reach among the people?
For this question we got our Beta coefficient value -.356 with .00 significant where Beta
coefficient is negative that implies that according to our respondentsthink that facebookcan
not reach better to them. Because many people of our country dont use facebook. That
impact negatively in our dependent variable means they dont buy through Facebook. As
significant value is .00 so it is statistically significant so we can trust it.
34
Appendix
35
Hypothesis 1
One-Sample Statistics
Std.
Std.
Mean
Deviation
Mean
2.54
1.148
.094
149
3.32
1.060
.087
new 149
2.84
1.053
.086
3.72
1.209
.099
Error
adverts 149
you
desired
find
your
information
about
product/service
on
Facebook
Do you share Facebook
advertisements of new
149
products
by
tagging
your Family
36
by
149
3.50
1.324
.108
reach 149
3.08
1.200
.098
tagging
your Friends
I feel facebook ads
have
better
(2- Mean
of the Difference
df
tailed)
Difference
Lower
Upper
26.975
148
.000
2.537
2.35
2.72
38.193
148
.000
3.315
3.14
3.49
new 32.906
148
.000
2.839
2.67
3.01
promotional
information
about
product/service
on
Facebook
37
Do
you
share
Facebook
advertisements
of 37.554
new
by
products
148
.000
3.718
3.52
3.91
148
.000
3.503
3.29
3.72
148
.000
3.081
2.89
3.27
you
share
Facebook
advertisements
of 32.311
new
by
products
better
reach 31.342
Hypothesis 2
One-Sample Statistics
N
Do
you
find
advertisements
Std.
Std.
Mean
Deviation
Mean
3.44
1.093
.090
Error
the
on 149
Facebook exciting?
One-Sample Test
38
Test Value = 0
95% Confidence Interval
Sig.
t
Do
you
find
advertisements
(2- Mean
of the Difference
df
tailed)
Difference
Lower
Upper
148
.000
3.443
3.27
3.62
the
on 38.455
Facebook exciting?
Hypothesis 3
One-Sample Statistics
Std.
Std.
Mean
Deviation
Mean
149
3.07
1.234
.101
149
3.14
1.236
.101
Error
going
to
the
market?
Do you prefer using
Facebook to find out
about the new trends of
products/services?
39
can
be
considered as an easy
149
2.99
1.200
.098
149
3.05
1.479
.121
2.91
1.139
.093
2.70
1.212
.099
2.21
1.306
.107
way
of
checking
adverts
High
number
of
advertisements bothers
me
while
using
facebook.
I can recall the ads seen
long run
I can recall the ads seen
in the facebook in the 149
short run
Facebook ads are not
149
disturbing to me.
One-Sample Test
Test Value = 0
95% Confidence Interval
Sig.
t
df
tailed)
(2- Mean
Difference
of the Difference
Lower
Upper
40
Do
you
find
more
convenient way to
find out about new 30.342
148
.000
3.067
2.87
3.27
31.023
148
.000
3.141
2.94
3.34
30.457
148
.000
2.993
2.80
3.19
25.210
148
.000
3.054
2.81
3.29
148
.000
2.913
2.73
3.10
products/services
rather than going to
the market?
Do you prefer using
Facebook to find out
about the new trends
of products/services?
Facebook
can
be
considered as an easy
way
of
checking
adverts
High
number
of
advertisements
bothers
me
while
using facebook.
I can recall the ads
41
148
.000
2.698
2.50
2.89
148
.000
2.208
2.00
2.42
Hypothesis 4
One-Sample Statistics
Std.
Std.
Mean
Deviation
Mean
3.16
1.274
.104
Error
on
page
about
Facebook 149
a
new
product
42
Do
you
think
product/service
the
pages
in facebook works as a
platform
to
interact
with
149
2.87
.910
.075
149
2.58
1.103
.090
149
2.99
1.202
.099
the
product/service
provider or with other
customers?
Facebook
reliable
about
Provides
information
the
products
advertised.
Facebook Brand pages/
groups are responsive
One-Sample Test
Test Value = 0
95% Confidence Interval
Sig.
t
df
tailed)
(2- Mean
Difference
of the Difference
Lower
Upper
43
have
been
misguided by the
advertisement given 30.292 148
.000
3.161
2.95
3.37
38.528 148
.000
2.872
2.73
3.02
28.584 148
.000
2.584
2.41
2.76
.000
2.987
2.79
3.18
on Facebook page
about a new product
Do you think the
product/service
pages in facebook
works as a platform
to interact with the
product/service
provider
or
with
other customers?
Facebook Provides
reliable information
about the products
advertised.
Facebook
Brand
responsive
44
Hypothesis 5
One-Sample Statistics
Std.
Std.
Mean
Deviation
Mean
3.58
1.209
.099
149
3.41
1.103
.090
149
2.82
1.133
.093
2.61
1.101
.090
Error
I purchase products or
services
using 149
Facebook
I have used Facebook
to
purchase
goods
specifically tailored to
my demand
How often you like a
post of new product
advertisement
on
Facebook
Facebook ads create
me
One-Sample Test
Test Value = 0
45
Sig.
t
df
(2- Mean
95%
Confidence
Interval
of
the
Difference
tailed)
Difference Lower
Upper
.000
3.577
3.38
3.77
.000
3.409
3.23
3.59
30.359 148
.000
2.819
2.64
3.00
.000
2.611
2.43
2.79
I purchase products
or services using 36.114 148
Facebook
I
have
used
to
purchase
specifically tailored
to my demand
How often you like
a
post
of
new
product
advertisement
on
Facebook
Facebook
create
ads
intention in me
Hypothesis 6
46
One-Sample Statistics
Std.
Std.
Mean
Deviation
Mean
149
3.14
1.236
.101
my 149
2.85
1.238
.101
2.42
1.097
.090
Error
with
friends
I share the ads of
facebook with family 149
members
One-Sample Test
Test Value = 0
Sig.
t
df
tailed)
(2- Mean
95%
Confidence
Interval
of
the
Difference
Difference Lower
Upper
47
Do
you
prefer
using Facebook to
find out about the 31.023 148
new
trends
.000
3.141
2.94
3.34
.000
2.852
2.65
3.05
.000
2.416
2.24
2.59
of
products/services?
I share the ads of
facebook with my 28.129 148
friends
I share the ads of
facebook
family members
Hypothesis 7
One-Sample Statistics
Std.
Std.
Mean
Deviation
Mean
149
2.94
1.140
.093
Error
48
advertised
2.74
1.068
.087
2.77
1.093
.090
image
Facebook
provides
Test Value = 0
95% Confidence Interval
Sig.
t
(2- Mean
of the Difference
df
tailed)
Difference
Lower
Upper
148
.000
2.940
2.75
3.12
148
.000
2.738
2.57
2.91
148
.000
2.765
2.59
2.94
in 31.466
provides
49
Hypothesis 8
One-Sample Statistics
Std.
Std.
Mean
Deviation
Mean
2.97
1.147
.094
149
3.17
1.023
.084
2.89
1.269
.104
2.66
1.223
.100
Error
of
given
on
are
satisfactory.
Quality of the products
charged.
Overall I am satisfied
with the advertisements
149
of
products
on
Facebook
One-Sample Test
Test Value = 0
50
of the Difference
tailed)
Difference
Lower
Upper
31.559 148
.000
2.966
2.78
3.15
37.808 148
.000
3.168
3.00
3.33
.000
2.893
2.69
3.10
.000
2.664
2.47
2.86
Have
you
df
(2- Mean
faced
quality indifference
of products that are
sold
through
given
on
are
satisfactory.
Quality
of
the
am
satisfied
with
the
advertisements
of 26.602 148
products
on
51
REGRESSION ANALYSIS:
Model Summaryb
Change Statistics
Std.
R
Mo
Error of
del
.826a .682
F
R Square Chang
Sig.
.623
11.643 23
.742
.682
df1
F Durbin-
df2
Change
Watson
125
.000
1.872
Coefficientsa
Standardiz
ed
Unstandardized
Coefficien
95.0%
Coefficients
ts
Interval for B
Std.
Model
Error
2.681
.560
(Constant)
Beta
Confidence
Lower
Upper
Sig.
Bound
Bound
4.791
.000
1.573
3.788
52
have
been
misguided by the
advertisement
.213
.097
.224
2.196
.030
.021
.404
.079
.177
2.353
.020
.030
.344
.088
-.009
-.110
.912
-.184
.165
given on Facebook
page about a new
product
Have you faced
quality
indifference
sold
of
through
and
actual market?
Do you think the
new
products/services
-.010
promoted
in
match
53
as
.099
-.021
-.285
.776
-.225
.168
.096
-.343
-3.962 .000
-.568
-.190
.077
.033
.418
-.120
.185
the
product/service
provider or with
other customers?
Do you find the
advertisements on
-.379
Facebook
exciting?
Do
you
find
more
convenient way to
find out about new .032
.677
products/services
rather than going
to the market?
54
Do
you
prefer
using Facebook to
find out about the .347
new
trends
.086
.355
4.024
.000
.176
.518
.353
.089
.350
3.976
.000
.177
.529
-.384
.122
-.339
-3.150 .002
-.625
-.143
.205
.122
.185
1.679
.096
-.037
.447
-.006
.090
-.005
-.064
.949
-.184
.172
of
products/services?
Facebook can be
considered as an
easy
way
of
checking adverts
Facebook
advertised
products
reflects
my image
Facebook provides
products
that
matches with my
social status
Visual quality of
the adverts given
on Facebook are
satisfactory.
55
Facebook Provides
reliable
information about .548
the
.079
.500
6.887
.000
.390
.705
.083
.106
1.294
.198
-.057
.270
.098
.079
.119
1.229
.221
-.059
.255
.144
.086
.151
1.680
.095
-.026
.313
.085
-.024
-.283
.778
-.192
.144
products
advertised.
Facebook
Brand
of
the
the
price
charged.
Overall
am
on
56
.075
-.254
-3.313 .001
-.396
-.100
.082
-.276
-3.694 .000
-.467
-.141
.345
.091
.325
3.787
.165
.525
-.150
.094
-.150
-1.588 .115
-.337
.037
purchase -.105
.095
-.096
-1.105 .271
-.293
.083
.096
-.356
-3.751 .000
-.549
-.170
friends
I share the ads of
facebook
with -.304
family members
I can recall the ads
seen
in
the
in
.000
the
long run
I can recall the ads
seen
in
the
in
the
short run
Facebook
create
ads
intention in me
I feel facebook ads
have better reach -.359
among the people
57
.087
-.401
-4.254 .000
-.544
-.198
me.
a. Dependent Variable: I purchase products or services using Facebook
58
5.2 Recommendation:
1. Companies sells product through facebook should introduce trail policy means buyer
can return the product instantly if they dont like the product.
2. They also should introduce cash back policy and warranty service.
3. Facebook pages should include products that match young generation life style.
4. Promotional advertisement on facebook should be more attractive and informative.
5. Product images and snapshots have to be more clear and satisfactory.
59
60
Chapter 6
6.1 Conclusion
Through doing this research we found some unfortunate and bitter condition of social media
(Facebook) promoting. Inconvenience and unreliability still exists in most of the pages offering
various products. But its fortunate to know that recently established brands are trying to give
proper service.
Along with the study and its analysis, it has been clearly understood that the number of areas in
Facebook promotions and marketing are many where upgrades are needed. Few recently
established pages are bringing changes but its too slow and small.
In our research we showed peoples perception which sometimes showed satisfaction but mostly
frustration. To reach every potential customer its mandatory to come up with creative approach
and differentiated service. Improvements need to be faster or otherwise due to huge competition
in the market which increases per year, these little developments will fade.
61
Appendix
62
Student
Service Holder
Business
Other
Very often
Often
Hardly
Never
Hardly
Never
Always
Very often
Often
Hardly
7. I have used Facebook to purchase goods specifically tailored to my demand?
Always
Very often
Often
Hardly
8. How often you like a post of new product advertisement on Facebook?
Never
Never
Always
Very often
Often
Hardly
Never
9. I have been misguided by the advertisement given on Facebook page about a new product?
Always
Very often
Often
Hardly
Never
10. Have you faced quality indifference of products that are sold through Facebook and actual
market?
Always
Very often
Often
Hardly
Never
63
Below are a number of statements regarding attitudes towards Facebook advertisements. Please
indicate to what extent you agree or disagree.
Strongly
Disagree
Strongly
Agree
64
65
66