Role of Social Media in Online Shopping Advertisements

Role of Social Media in Online Shopping AdvertisementsA study on perception towards Social media with special references to online shoppingMs. V. PAVITHRA, ASSISTANT professor MBA,EASWARI ENGINEERING COLLEGE- CHENNAIAbstractThe rapid rise of social media has captured the attention of marketers and consumers on a global scale, and together with a rapidly changing communications surround marketers now confront new challenges in terms of our understanding of consumer behavior and consumption patterns in the new millennium. meshing and Information technology have do tremendous contribution for business transformation witnessed nowadays all over the world. The growth of this particular media attracts the attention of advertisers as a to a greater extent productive ascendant to bring in consumers. A clear idea, the consumers have with online advertisement is the control they have over the item, choosing whether to check it out or not. To broaden our understanding and promote in manag ing market communications effectively, this exploratory re explore investigates the role of social media within the broader advertising and communications mix. The capability of purchasing without leaving your place is of gigantic use up to many consumers. Not only does online shopping offer really good deals, but also brings optimum convenience to the consumers. For the aforesaid purpose, a cogitation was conducted in Chennai city covering 250 samples.Key words Online marketing, Social media, Consumer perception, consumption pattern, Advertisers, convenienceIntroductionKnowing that, currently, social net profits, blogs, forums and sharing sites are the main centers of interest for Internet drug users, marketers have started to rethink their online communication strategies and adjust to the new trend. Many companies are realizing that having a website and making it visible and easy to find through search engines (SEO) is simply not enough anymore. Nowadays it is vital that thei r online presence includes a Social Media component on sites like Facebook, Google+, Hi5, MySpace or Twitter. According to the recent search on consumer behaviouron the Internet users, there are four distinct consumer groups with different intentions and motivationsExplorationEntertainmentShoppingInformationTypes of Internet marketingInternet marketing is broadly divided in to the following typesDisplay Advertising the use of web banners or banner ads placed on a third-party website to drive traffic to a connections own website and increase product awareness.Search Engine selling (SEM) a form of marketing that seeks to promote websites byincrease their visibility in search engine result pages (SERPs) through the use of either paid placement, contextual advertising, and paid inclusion, or through the use of relieve search engine optimization techniques.Search Engine Optimization (SEO) the process of improving the visibility of a website or a web page in search engines via the nat ural or un-paid (organic or algorithmic) search results.Social Media Marketing the process of gaining traffic or attention through social media sites.Email Marketing involves directly marketing a commercial message to a group of mountain using electronic mail.Referral Marketing a method of promoting products or function to new customers throughreferrals, usually word of mouth.Affiliate Marketing a marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliates own marketing efforts.Content Marketing involves creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers.ObjectivesTo study the conglomerate attitude of consumers towards online shoppingTo find out preferences regarding the attitude on social media.To identify the various issues set about by users in social media towards online shoppingTo analyze the customer response to online adve rtisements and their impact on purchasing behavior.MethodologySecondary research I first off of all surveyed the available literature related to the problem. The published data from various sources like e-Journals, Internet, Books were studied.Quantitative look into After the call forion of secondary data, the questionnaire was designed to collect the primary data. It is analyzed on the basis of suitable table by using Bar technique and percentage analysis.Chi-Square test is applied to test the virtuousness of fit to verify the distribution of observed data.HYPOTHESIS1. Analysis of Internet users perception of online advertisements.H0 The six options (entertainment, in formativeness, irritation, credibility, interactivity and purchase) i.e perception behind the online advertisements is aforementioned(prenominal) for all people(each of these options have same authoritative lever on the respondents).H1 The six options (entertainment, in formativeness, irritation, credibility , interactivity and purchase) i.e perception behind the online advertisements is different for all people(each of these options have different influential repute on the respondents).2. Analysis of the relationship between the websites that are virtually searched for Age of the respondents.H0 Age of the respondents and the websites that are most clicked at, are independent.H1 Age of the respondents and the websites that are most clicked at, are dependent.ANALYSIS1. Analysis of the relationship between Internet users perception of Internet advertisements and Age of the respondents.Relationship between Internet users perception and Age-Observed valuesAgeEntertainmentInformativenessIrritationCredibilityInteractivityPurchaseTotal3755322530-401765522941-50555056305033243418Total122218141618 atomic number 62. Relationship between Internet users perception and Age- Expected valuesParticularsEntertainmentInformativenessIrritationCredibilityInteractivityPurchaseTotal35.54.53.22.4222530-4 03.486.693213.58.32941-503.66.52.222.44.55.730501.92352.14.56.618Total122218141618100=(4-1)*(6-1)= 15 At 95% of confidence Table value of Chi Square at n=15is 24.996Chi Square value observed here is 10.82125416 which is lesser than table value. This proves the hypothesis H0 is accepted Perception behind the online advertisements is same for all people3. Analysis of the relationship between Internet usage and the Age of the respondentsAgeAccess E-MailDownloadingNet SurfingWindow Shopping12651030-40689741-5035103505844Total332222234 . Relationship between age and the website usage-Expected valuesAgeAccess E-MailDownloadingNet SurfingWindow ShoppingTotal3.52.54.35.62330-404532.63041-50773.542750243.88.620Total33222223100= (4-1)*(4-1) =9At 95% of confidence Table value of Chi Square at n=9 is 16.911.Chi Square value observed here is 2.456560586 which is lesser than table value. This proves the hypothesis H0 is accepted Age of the respondents and the websites that are most clicked at, ar e independent.5. Important elements for the success of promotional campaignsFor most respondents (38%) the element of the greatest importance for the success of promotional campaigns through social networks is the originality, followed by a consistent and well transmitted message (for 25%), interactivity (16%), entrancing design (15%) and animation (with only 6% of responses).6. In which extent the brand, company name and company characteristics influences theRespondentsFor more than 50% of the Social Media users the brand, the company name and the companyCharacteristics are also very important for capturing their attention.FindingsAccording to The Nielsen Companys study, published at the end of January 2010, global consumers worn out(p), on average, more than five and a half hours on social networking sites like Face book and Twitter in December 2009. The study showed an 82% increase from the same month of 2008 when users spent just over three hours on social networks. In additio n, the overall traffic to social networking sites has grown over the last four years. Specifically, two thirds of online visitors drop dead their time on social networks and blogs, placing them ahead of other online forms of engagement and interaction including games and instant messaging. The purchase of a product as a result of experiencing a form of online advertising through social networks was achieved by only 16% of respondents who said they had purchased clothing or accessories (sunglasses, jewelry), electronics (cell phones, cameras, laptops), IT products (software and hardware) or flight tickets.The research results showed that Facebook is the social network where most of the respondents own an user account (27.8% of responses), followed by Hi5 with (21.6%), YouTube with 14.7%, LinkedIn (7 %) and Twitter (6.6%).ConclusionThis study was accomplished to determine the customer perception on social media towards online shopping. near respondents aged between 26 and 35 and all the respondents who have corporate leadership or decision making positions have a Twitter account, which may confirm the idea that the members of this site are opinion leaders or aspirational models, mature professional people, who have an important point of view to share with others. The research revealed another important finding, namely that users agree to the idea that promoting products or services through social networks can be useful and that advertisements appear in an gratifying number within these platforms. The study also shows that women tend to be more open and tolerant than men in these aspects.Many of the consumers are aware of the various online scams due to which they are very concerned and reluctant while providing their credit card information online. Also the online purchases take a longer time in shipments and deliveries. 65 million Face book members (almost one third of users), have accessed the website from a mobile phone, four times more than the same peri od in 2008, and in 2010 their number has exceeded 100 million persons. In addition, people who have accessed the site from their mobile phones were almost 50% more active than those not using mobile Internet.I analyze the relationship between Age of the respondents and the websites that are most clicked at, are independent. In a survey of 100 respondents, 33 people used internet for Access E-mail, 23 respondents used internet for window shopping, 22 respondents used internet for downloading, and similarly 22 respondents used net surfing. eventually I concluded that the social media is giving broad platform to consumers for having more choices with comfort shopping.REFERENCES1. Belch, G., Belch, M., Kerr, G., Powell, I., 2009. Advertising and promotion an integratedMarketing communication perspective, McGraw Hill Australia, Sydney, novel South Wales.2. Engel, J.F., Blackwell, R.D. and Miniard, P.W., Consumer Behavior. Chicago DrydenPress, 1990.3. Humphries, J., 2010. Social network ing in business Face book. CXO Europe, January 4,2010. 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