“A STUDY ON FEMALE CONSUMER’S ATTITUDE

TOWARDS FACEBOOK ADVERTISEMENT

IN MALAPPURAM DISTRICT”
PROJECT REPORT

SUBMITTED TO

THE UNIVERSITY OF CALICUT IN PARTIAL FULFILLMENT OF

THE REQUIRMENTS FOR THE AWARD OF THE DEGREE OF
BACHELOR OF COMMERCE

SUBMITED BY

RASHID KT

(REGN N0:HMAQBCM060)

UNDER THE GUIDANCE OF

Mrs RENU K.P

ASSISSTANT PROFESSOR

DEPARTMENT OF COMMERCE

HM COLLEGE OF SCIENCE AND TECHNOLOGY MANJERI

(2016-2019)

1
 H M COLLEGE OF SCIENCE AND TECHNOLOGY

[Affiliated to University of Calicut]

CERTIFICATE

This is to certify that, the project entitled “A STUDY ON FEMALE CONSUMER’S

ATTITUDE TOWARDS FACEBOOK ADVERTISEMENT” has been prepared by
RASHID KT under my guidance and supervision in partial fulfillment of requirements for
the award of Bachelor of Commerce Degree of the university of Calicut.
Mrs RENU K.P
Assistant professor

DEPARTMENT OF COMMERCE

Submitted to the viva Examination Held on...........................at the Department

of Commerce HM COLLEGE of Science and technology , Manjeri

External
Examiner

Place : MANJERI

Date :

2
 H M COLLEGE OF SCIENCE AND TECHNOLOGY

[Affiliated to University of Calicut]

CERTIFICATE

This is to certify that RASHID KT is beneficed B.com student of the department and
management. H.M College of Science and Technology, Manjeri and the report entitled “ A
STUDY ON FEMALE CONSUMER’S ATTITUDE TOWARDS FACEBOOK
ADVERTISEMENT” has been prepared by him in partial fulfillment of the requirement of
award of Bachelor of Commerce of Degree of University of Calicut.

Place: MANJERI Mr. VENUGOPALA RAJA.K C

Date: HOD, Department of Commerce

3
 DECLARATION

I RASHID KT A B.COM student of H M COLLEGE OF SCIENCE AND

TECHNOLOGY, do hereby declare that the project report entitled “A STUDY ON
FEMALE CONSUMER’S ATTITUDE TOWARDS FACEBOOK
ADVERTISEMENT”. Done under the able guidance and supervision of Mrs RENU K.P
Assistant professor of Commerce Department.

I also declare that, this project has not been submitted by me, fully or partially for the
award of any Degree or Diploma before.

Place: MANJERI RASHID KT

Date:

4
 ACKNOWLEDGEMENT

This study would not have been complete without acknowledging my sincere
gratitude to all those who helped me morally, socially and or in kind to bring out this Project
Report successfully. When I embarked this project, it appeared to me as onerous task. Slowly
as I progressed I did realize that I was not alone after all.

I would like to express my profound sense of gratitude and sincere thanks to our
respected principal Mr. ABUTTY. M for providing us all the facilities in our college to carry
out the project. I am extremely thankful to HOD Department of Commerce Mr.
VENUGOPALA RAJA for the motivation and encouragement given to me to do the project.

I am deeply indebted to my Guide Mrs. RENU K.P Assistant Professor of the

above department for her valuable and enlightened guidance. I am highly thankful to her for
the freedom she rendered to me during this Project Work.

My heart goes out to my beloved Parents who bore with me all the trouble I caused
then with smile during the entire study period and even beyond.

RASHID KT

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 CONTENTS

TITLE PAGE
CHAPTER
NO.

INTRODUCTION 10-15

Introduction 11

Statement of problem 12

Objectives of the study 12

Need of the study 13

Scope of study 13

I Research methodology 13

Data collection 14

Sample design 14

Sample size 14

Questionnaire design 14-15

Tools for analysis 15

Limitation of study 15

II REVIEW OF LITERATURE 16-21

III THEORETICAL FRAMEWORK 22-29

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 DATA ANALYSIS AND
IV 30-51
INTERPRETATION

SUMMARY AND CONCLUSION 52-55

Findings 53
V
Suggestions 54

Conclusion 55

BIBLIOGRAPHY 56-57

APPENDIX 58-59

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 Title
Table Page
No No

4.1 Age of the respondents 15

4.2 Education of the respondents 16

4.3 Usage of Facebook 17

4.4 Reason for using Facebook 18

4.5 Pay attention to ads on Facebook 19

4.6 Liking of Facebook advertising 20

4.7 Ignore ads on Facebook 21

4.8 Click through friend’s recommended ads and 22

check out informstion

4.9 Follow fashion brands on facebook 23

4.10 Buy products through facebook 24

LIST OF TABLES

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 LIST OF CHARTS

Table Title
Page No
No

4.1 Age of the respondents 15

4.2 Education of the respondents 16

4.3 Usage of Facebook 17

4.4 Reason for using Facebook 18

4.5 Pay attention to ads on Facebook 19

4.6 Liking of Facebook advertising 20

4.7 Ignore ads on Facebook 21

4.8 Click through friend’s recommended ads and 22

check out informstion

4.9 Follow fashion brands on facebook 23

4.10 Buy products through facebook 24

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 CHAPTER: 1
INTRODUCTION

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INTRODUCTION

Facebook is one of the strongest social network sites that have been developing
very fast. Facebook is an American for-profit corporation and online social media
and social networking service Corporation based in Menlo Park California. The
Facebook website was launched on February 4, 2004, by Mark Zuckerberg along
with fellow Harvard College students and roommates, Eduardo Saverin Andrew
McCollum Dustin Moskovitz and Chris Hughes. Facebook would be a new and
important tool for the advertisers to grab the consumers' attention. Advertisers are
moving away from only using television and are now investing in alternative
media, such as facebook, in order to reach their target consumers, as the cost of
delivering to a mass audience has become prohibitive. Nowadays in some
industries such as fast moving consuming goods, fashion, travel and electronics,
most of the marketers are using facebook as an important channel to deliver
advertising messages in order to reach groups of consumers, and there is a trend
that social media would become in some fast changing-industries the primary
advertising option (Yuanxian& Pittana, 2011). A major example of the social
media usage by companies is the Facebook page of Victoria's Secrets Pink, where
the number of fans exceeds fourteen million (Facebook, 2014). On this page, the
fans can view videos, photos, print coupons and take quizzes.

The traditional sources of advertising like television, radio, magazines and

newspapers, are not attractive to consumers anymore, as consumers have become
more for demanding for control over the media. Nowadays, the consumer uses a
substitute to the traditional media, which is like facebook that helps him in
making searches and purchase decisions (Vollmer &Precourt, 2008).

STATEMENT OF PROBLEM

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Advertising today is going through changes so vast and profound due to the
competition among multinational and global force as well as technological
advancement. World over, Online marketing is fast growing .The growth is due
to the Volume of business done on the internet and the wide range of the products.
However, India is still in the emerging state in online marketing.

The internet expansion on the mobile phone and the faster growth in internet users
let the corporate adopt digital communication and advertisements to capture
consumer minds. Advertisements in the Facebook which is one of the social
media network .In this Situation, this research aims to measure female consumer
attitude towards Facebook advertisements which is one of the Social Media
Network.

As a limited number of studies discussing Facebook advertising were conducted

especially concerning female consumer attitudes towards Facebook advertising,
this research addresses the following question:

1. Does female Consumer Actively use facebook?

2. Does female Consumer’s have positive opinion towards the Facebook

Advertisements?

3. Do they Like Brand Community Pages in Facebook?

OBJECTIVES OF THE STUDY

⮚ To examine the attitude of female Consumers’ towards
advertisements in facebook.
⮚ To identify the active participation of female consumers in facebook
⮚ To measure the attitude towards Advertisements in Facebook.
⮚ To measure the attitude towards Brand Community Pages in
Facebook
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NEED OF THE STUDY

People spend more time on facebook, consuming more content than ever before.
facebook platforms have heavily invested in their advertising solutions to lure
marketers with the promise of improved APIs(application programming
interface) and smart targeting, including the ability to upload email lists to run
personalized remarketing campaigns. In this scenario, measuring female
consumer’s attitudes towards facebook advertising will help the marketers to
decide their communication media.

SCOPE OF STUDY

The scope of this study is to assess the overall consumers’ attitudes towards
facebook advertisement,and consumer’s interest towards brand community
pages. This helps the marketers to design strategies to attract brand consumers
through social media advertisements. The analysis has been carried out mostly
among the students and some other peoples in the Malappuram district.

RESEARCH METHODOLOGY

Research is a specific and systematic search for pertinent information on specific

topic. Research is an art of scientific investigation. It is a blue print for the
collection, measurement and analysis of data. Research methodology is the
systematic way to solve problems.

This research adopts descriptive research to measure the female consumer

attitudes in facebook. Generally, there are two types of research methods,
quantitative and qualitative. Quantitative is faster and more accurate than
qualitative research (Lewis&Thornhil, 2000) and can be conducted within the
limited time .Thus, Quantitative Research approach was followed in this research.

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DATA COLLECTION

There are two methods to collect data, primary and secondary method. The
primary data includes observation method, Interview, questionnaire method, and
projective techniques while secondary data is data that already been collected for
specific study or research. The questionnaire was distributed to 151 facebook
users and their responses were collected and analysed.

SAMPLE DESIGN

The researcher has decided to distribute the questionnaire among female students.
Convenience sampling enables the writer to approach the respondents and collect
the data on time.

SAMPLE SIZE

Our sample consists of 60 female students. Questionnaire is written in simple

language in order to reduce the risk of ambiguity.

QUESTIONNAIRE DESIGN

The questionnaire is an “efficient data collection mechanism when researcher

knows exactly what is required and how to measure the variables of interest”
(Sekaran, 1992, p. 200).There are two types of questionnaire, self-administered

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questionnaire and interviewer – administrated questionnaire (Saunders et al.,
2009). Also, there are two types of questions, open ended questions and closed
questions. Open ended questions allow respondents to answer independently, but
in closed questions, respondents have to make a choice according to the
alternatives given by the writer (Sekaran, 1992). In this study, self-administered
questionnaires been used in the data collection, and the questionnaire is specially
designed to meet the requirements of the research. The questions are taken from
previous literature facebook marketing, and some of the questions are self-
structured. The questionnaire has of three parts. The first part is about internet
and facebook usability and frequency of use. The second part includes questions
related to factors influencing user’s attitude towards facebook marketing &
Advertisements. A category scales and Likert type scale questions been used
where respondents had to make their level of agreement such as; strongly Agree,
Agree, Neither agree nor Disagree, Disagree and Strongly Disagree. Scores of 1,
2, 3, 4, and 5 were assigned respectively for above mentioned categories. The last
part includes the customer opinion towards brand community.

TOOLS FOR ANALYSIS

For the purpose of analysis statistical tools and techniques were mainly used. The
data is analysed using manually and statistical package for social science (spss)
and other computer packages. The following statistical tools are used in the study.

⮚ Percentage

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 ⮚ Graphs

LIMITATION OF THE STUDY

⮚ This study is limited to 60 respondents.

⮚ This study uses only female student samples.
⮚ Primary data is collected through questionnaire. So the limitation of
the questionnaire will reflect in the study.
⮚ This study uses ratios as an important tool for analysis which itself
has a number of limitations on its application.
⮚ The time available for conducting the study was limited.

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 CHAPTER 2
REVIEW OF LITERATURE

REVIEW OF LITERATURE

Ann E. Schlosser (1999) in his study compares the internet advertising (IA) to
advertising in general (GA) and its implication of traditional marketing models
and practices. To test a national sample of 400 participants with at least some
exposure to the internet was surveyed. The result revealed no majority opinion of
IA; approximately a third of respondents liked, disliked, and felt neutrally
towards IA respectively.

Mayfield (2008) conducted a study on objectives of social network sites have

been assessed as public relations and advertising tools which are important part

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of integrated marketing communication. It is a qualitative research and
questionnaire is used to collect primary data. The techniques used to find the
objective is non-probability sampling technique and convenience sampling
technique. The research analysed social media contents like participation,
openness, connects and usefulness for expanding communication. This study also
defines seven kinds of social media.

Subramanyan and Greenfield (2008) conducted a study on social networking

sites especially MySpace and facebook which are popular online communication
forms among adolescents. It is probability sampling and systematic sampling is
used. It is used online survey to collect the data. The result states that social media
considered and analysed as one of the high accessible technique for online
promotion and marketing.

Raphael Viton (2009) states in his research that social media is transforming the
way the public and brands interact with each other. It is a quantitative research
and the technique used are non- probability sampling and convenience sampling.
The study found that information, feedback and testimonials play a vital role as
consumer buying decision. Social media marketing strategy are highly effective
in case of high involvement for the consumers.

Shu-chuan Chu (2011) investigates in viral advertising in social media,

participation in facebook groups and responses among college users. The result
suggest that college aged facebook group members engage in higher level of self
disclosure and maintain more favourable attitudes towards social media and
advertising in general than do non-group members.

Bibhas Chandra, Shubham Goswami (2012), conducted a study on the topic

“Investigating Attitude towards Online Advertising on Social Media”. This study
makes an attempt to decipher the embedded attitude of the customers towards
online advertising on the social community sites. It further investigates the
instrumentality of key discriminating attributes configuring attitude on the
premise of customers' proclivity for online advertising. Nevertheless, the study
renders scope to test the supremacy of online advertising over other conventional
media for advertising. The study reveals that online advertising helps in purchase
decision and results in lower price. The study was made by collecting 100
samples.

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Sniderman (2012) the advent of social media has created a new landscape which
lays out a new grid of personal connections. Businesses see enormous
opportunities and are eager to tap into the trend, whereas consumers are put back
to the centre in the business world because of social media. There are many
studies explaining reasons to tap into social media and to help companies to gain
a better position in the transition; yet a few intends to study from the perspective
of consumers, let alone those in Finland. Oftentimes, consumers feel differently
from what marketers think, for instance what “brand engagement” via social
media looks like to consumers may not be quite what marketers think.

Antonis Kodjamanis and Spyros Angelopoulos (2013), University of

Warwick, UK conducted a study to analyse to what extend Facebook advertising
generates purchasing intentions, and influence consumers’ buying habits. They
analyse consumers’ opinions regarding issues of privacy and social pressure from
online communities, and their effect on consumers’ shopping habits. They aim to
compare user’s viewpoints of Internet advertising from the late 90’s with the
viewpoints of young people that are constantly exposed to social media. They
found that users rely more on the internet as a source of information, yet social
pressure and eWoM are still the major mechanisms that contribute to a brand’s
success. The main conclusion of their study is that brands should invest in the
social communication aspects of Facebook as an advertising mechanism. The
questionnaire was prepared to collect the primary data. The survey follows a
simple random sampling approach. The sample of the research comes from the
student population of one of the UK’s top 5 universities.
Thamaraiselvan Natarajan, Janarthanan Balakrishnan (2014) investigates
the “Perception of Indian consumers towards social media advertisements in
Facebook, LinkedIn, YouTube and Twitter”. This study aims in exploring
consumer perception of beliefs towards social media advertisements in four top
social media websites; Facebook, LinkedIn, Twitter and YouTube. The survey
was collected from 710 social media users through administered online data
collection. To enhance the results as appropriate to the investigation, multivariate
analysis of variance was used to identify the difference in belief perception of
Indian consumers among the four social media sites. The proposed study helps to
understand the foundation of knowledge of Indian consumer perception towards
social media advertisements.

Dharmesh Motwani& Dr.Devandra Shrimali (2014) made an attempt to state

the influence of social media marketing in consumer behaviour. Through social

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media brands influence customer choice. Customers influence other customers.
These chains of events affect repurchases, which further affect earnings and long
term organizational sustainability. The paper focused on the perception of
customers towards social media and its marketing practices.

Camilla cretti (2015) in her study find consumers attitude towards social media
advertising. The questionnaire was answered by a total of 124 peoples of which
65 are female and 59 are male. This paper makes a first effort to come to such an
understanding, trying to describe how individual react to this kind of advertising,
what affect their behaviour and how do these factors influence it.

Rajdeep Singh (2016) conducted a study on the topic ‘consumers’ behaviour

towards social media marketing’. The prime objective of this research paper is to
measure consumer behaviour towards social media marketing and relationship
between social media and consumer behaviour with the help of 150 respondents
as sample size. Statistical tool correlation and frequency distribution is used to
analyse the results and correlation value depicts that there is positive relationship
between social media marketing and consumer behaviour.

Aifa Rozaini bt Mohd Radzol, Xin Jean Lim, Jun-Hwa Cheah(Jacky), Mun
Wai Wong (2017) conducted a study entitled “The Impact of Social Media
Influencers on Purchase Intention and the Mediation Effect of Customer
Attitude”. Social media influencers are first explored in the advertising field,
particularly to create buzz in the younger markets and further expand social media
coverage in businesses. This study is designed to investigate the effectiveness of
social media influencers, focusing on source credibility, source attractiveness,
product match-up, and meaning transfer. Consumer attitude is proposed to
mediate between both the exogenous and endogenous relationships. Data
collection was designed using the purposive sampling method and the dataset of
200 respondents was then analysed using PLS-SEM technique. All hypotheses
are found to be supported except for source credibility. Mediating effects of
consumer attitude are also determined. This study revealed the effects of source
credibility, source attractiveness, product match-up, and meaning transfer on
consumer’s attitude and purchase intention.

Jojo joy, Dr. M.Sulaipher (2017) conducted a study on “consumer perception

towards social media marketing techniques in rural areas”. This study sought to
explore and understand the relevant factors of social media advertisement that
draw rural consumers attention towards their purchase. The data of questionnaire

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was collected from 100 respondents. And the various techniques used are content
marketing, online word of mouth, troll, social bullying.

M sadiq sohail & Ibrahim Al-Jabir (2017) conducted a study on the topic
“Evolving factors influencing consumer’s attitude towards social media
marketing and their impact”. This study aims to increase understanding of the
factors affecting consumer attitudes towards social media marketing and the use
of social media. By applying the reasoned action and its early variations, the paper
proposes a research model, which examines the determinants of consumer
attitudes towards the use of social media marketing and consequent impact on
social media use. Data for the study was collected from 372 consumers in Saudi
Arabia. Using the Partial Least Square method, the model was tested using a two-
stage process, model evaluation and testing the significance of the model. The
results show that knowledge of social media and its following have positive
effects on attitude towards social media marketing and use of social media, while
fear and foresight of social media has no effect on attitude towards SMM and use
of social media. The results have useful implications to marketers, who are
increasingly using social media as a business strategy. Marketing through social
media particularly in the Arab region is not well understood due to paucity of
research in this area. This paper bridges the research and knowledge gap.

Javeria Nazeer (2017) investigates the “impact of social media advertisements

on university students at Lahore”. The main aim of this research was to find out
the attitude and behaviour change regarding advertisements on social media
through KAP survey using questionnaire as a tool of data collection and stratified
random sampling as technique. The research questions are ‘what is the attitude of
users of social media towards Advertisements?’ and ‘To which extent users feel
change in their behaviour after encountering ads on their home page?’ Results
revealed that male students are more affected by exposure to social media ads
than female students.

Sergio Gómez Molina, Lemy Bran Piedrahita, Alejandro Valencia Arias

(2017) conducted a study as a part of research of the ‘Attitude towards the use of
social media as a tool for marketing. The aim of this article is to identify the trends
and evolution of attitudes towards the use of social media as a marketing tool. For
this, a bibliometric analysis was developed, divided into two stages: obtaining
information (database and search equation), and obtaining bibliometric indicators
(quantity, quality and structure) between 2008 and 2016. Among the results it is
observed that increasing topics are centred on: Consumer Attitude, Health,
Advertising, and Communication y Consumer Behaviour.

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 Ducoffe (1995) observed that value of advertising could be assessed by four
factors which
Include informativeness, deceptiveness, irritation and entertainment. Each of
these factors has been found cardinal in past research on consumer reactions to
individual advertising. He concluded that informative, entertaining, and
dislikeable are the key factors that explain attitude towards advertising.
Fernandez (2000) further validated the importance of "informativeness" for
evaluating the attitude towards advertising which more likely result in a purchase
situation. Moreover, users need quick access to the information in the content
they are accessing.

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 CHAPTER 3
THEORETICAL FRAMEWORK

FACEBOOK
Facebook is an American online social media and social networking
service company based in Menlo Park, California. Its website was launched on
February 4, 2004, by Mark Zuckerberg, along with fellow Harvard
College students and roommates, Eduardo Saverin, Andrew McCollum, Dustin
Moskovitz, and Chris Hughes.

The founders initially limited the website's membership to Harvard students; later
they expanded it to higher education institutions in the Boston area, the Ivy
League schools, and Stanford University. Facebook gradually added support for
students at various other universities, and eventually to high school students.

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Since 2006, anyone who claims to be at least 13 years old has been allowed to
become a registered user of Facebook, though variations exist in this requirement,
depending on local laws. The name comes from the face book directories often
given to United States university students. Facebook held its initial public
offering (IPO) in February 2012, and began selling stock to the public three
months later, reaching an original peak market capitalization of $104 billion, a
new record. Facebook makes most of its revenue from advertisements which
appear onscreen.

Facebook may be accessed by a large range of devices with Internet connectivity,

such as desktop, laptops and tablet computers, and smartphones. After
registering, users can create a customized profile indicating their name,
occupation, schools attended and so on. Users can add other users as "friends",
exchange messages, post status updates, share photos, videos and links, use
various software applications ("apps"), and receive notifications of other users'
activity. Additionally, users may join common-interest user groups organized by
workplace, school, hobbies or other topics, and categorize their friends into lists
such as "People from Work" or "Close Friends". Additionally, users can report or
block unpleasant people.

Facebook has more than 2 billion monthly active users as of June 2017. Its
popularity has led to prominent media coverage for the company, including
significant scrutiny over privacy and the psychological effects it has on users. In
recent years, the company has faced intense pressure over the amount of fake
news, hate speech and depictions of violence prevalent on its services, all of
which it is attempting to counteract.

Facebook is visited by people to share personal observations, photos and videos

in intimate settings, In addition to the features that most traditional social
networking websites offer, Facebook provides other multiple functions that make

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it popular such as audio, blogs, albums, applications, online games, the Wall,
virtual gifts and private messages; all these add-in functions facilitate users to
customize their own interface on Facebook (Cheung, Chiu& Lee, 2010). The
site's popularity has developed its very own language and subculture (Tapia,
2010). Moreover, Facebook provides another unique function called ‘‘News
Feed” that allows users to browse their friends’ movements, such as events and
discussions, on Facebook.

Facebook page: "a public profile providing free, customizable presences for
bands, sports teams, artists, films, brands, non-profits and businesses to join the
conversation with Facebook users".

- Like: "a familiar action Facebook users use to attribute value to various objects
on the site - photos, wall posts, status updates, and notes."When users click on
the "Like" link, they become able to express their sentiment for a Page and share
their expression with their friends.

- Wall: "a place provided for friends to write short messages or post links that are
visible to the user’s friends depending on privacy settings."

- Home page: "consists of links for applications, a user’s news feed and other
links that are particular to that user based on settings"(Craig, 2011).

Active user

Benefits of facebook advertising

● Cost

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The low costs of electronic communication reduce the cost of displaying online
advertisements compared to offline ads.Facebook advertising, provides a low-
cost means for advertisers to engage with large established
communities. Advertising online offers better returns than in other media.

● Measurability

facebook advertisers can collect data on their ads' effectiveness, such as the size
of the potential audience or actual audience response, how a visitor reached their
advertisement, whether the advertisement resulted in a sale, and whether an ad
actually loaded within a visitor's view. This helps facebook advertisers improve
their ad campaigns over time.

● Formatting

Advertisers have a wide variety of ways of presenting their promotional

messages, including the ability to convey images, video, audio, and links. Unlike
many offline ads, online ads also can be interactive. For example, some ads let
users input queries or let users follow the advertiser on social media. Online ads
can even incorporate games.

● Targeting

Publishers can offer advertisers the ability to reach customizable and narrow
market segments for targeted advertising. facebook advertising may use geo-
targeting to display relevant advertisements to the user's geography. Advertisers
can customize each individual ad to a particular user based on the user's previous
preferences. Advertisers can also track whether a visitor has already seen a
particular ad in order to reduce unwanted repetitious exposures and provide
adequate time gaps between exposures.

● Coverage

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Facebook advertising can reach nearly every global market, and facebook
advertising influences offline sales.

● Speed

Once ad design is complete, facebook ads can be deployed immediately. The

delivery of facebook ads does not need to be linked to the publisher's publication
schedule. Furthermore, facebook advertisers can modify or replace ad copy more
rapidly than their offline counterparts.

ATTITUDE TOWARDS ADVERTISING

An important concept in research on marketing is attitude (Yuanxin&Pittana,
2011). It is nearly impossible to talk about opinions and views of advertising in
online social networks without considering users' attitudes (Kornias&Halalau,
2012). Fishbein (1967) defined attitude as "a learned predisposition of human
beings". "An individual would respond to an object (or an idea) or a number of
things (or opinions)",based on these predispositions. Attitude is also defined as
"a lasting, general evaluation of people (including oneself), objects,
advertisements, or issues" (Soloman, 2011).

Understanding attitudes is important for advertisers for many reasons. First, an

advertiser has to break through the clutter to get the needed attention, in order to
be effective or successful in the context of the advertising landscape today (Mehta
& Purvis, 1995).Second, to create ads that result in a positive attitude for
consumers, it is significant to understand what factors affect the attitude and to
be able to know what type of appeals to use to achieve the desired result.
Moreover, it is essential to bear in mind that advertising is often an unwelcomed
intrusion, and is therefore considered to be a source of irritation.

27
FACEBOOK RELATED VARIABLES
Based on extensive review of related literature, it was found that attitudes toward
online advertising are affected by the characteristics such as entertainment,
informativeness, irritation, and interactivity of the online advertising.

Entertainment
According to Ekstrom&Gustafsson (2012), the value of entertainment lies within
the ability to satisfy the consumers' needs for escapism, diversion, aesthetic
enjoyment or emotional release. The advertisement should have a meaning for
the consumer and look nice and appealing which positively affects the advertising
value and accordingly affects the attitude.

Informativeness
One of the main roles of advertising that has a large impact on affecting and
shaping consumers' attitude towards advertising is the information delivered
(Petrovici& Marinov, 2007). Therefore, advertisers must put the advertisement's
informative content as a first priority (Faraz& Hosseini, 2011).The goals of
advertising relate to creating awareness, informing customers, and creating
desired perception for the product or brand. Furthermore, it has to persuade the
customers to buy the product or the brand (Bendixen, 1993).

Irritation

Consumers are likely to perceive advertising as unwanted and irritating when

advertising employs techniques that annoy, offend, insult, or are overly

28
manipulative. Advertising's intrusiveness creates a negative attitude towards the
advertisement or brand which is a root for consumers' dissatisfaction (Ogba, Saul
&Coates, 2012). In addition, Ducoffe (1996) notes that in the online advertising
context, irritating banner ads may exploit human anxiety dilute its experiences
and distract the attentions of consumers.

Interactivity
The aim of the interactivity of advertising is to change the consumers' perception
or behaviour through this action and reaction response. Interactivity is "the
immediate response caused by actions that are taken by the consumers in order to
satisfy their needs and wants". The internet based media has facilitated the
interaction between company and consumers, and between consumers
themselves (Winer, 2008). Interactivity is fundamental as it allows the exchange
of information between consumers and advertisers.

BRAND COMMUNITIES
A brand community is a community formed on the basis of attachment to
a product or brand. Recent developments in marketing and in research
in consumer behavior result in stressing the connection between brand,
individual identity and culture. Among the concepts developed to explain the
behavior of consumers, the concept of a brand community focuses on the
connections between consumers. A brand community can be defined as an
enduring self-selected group of actors sharing a system of values, standards and
representations (a culture) and recognizing bonds of membership with each other
and with the whole. Brand communities are characterized by shared
consciousness, rituals and traditions, and a sense of moral responsibility. Hence,
brand community members can discern a collective identity to which they can

29
identify. Thus, they do things together (rituals) and help one another when needed
(moral responsibility).

The term "brand community" was first presented by Albert Muniz Jr. and Thomas
C. O'Guinn in a 1995 paper for the Association for Consumer Research Annual
Conference in Minneapolis, Minnesota.

Brand communities represent highly valuable marketing, innovation

management, and customer relationship management tools. Taking advantage of
the capabilities of both brand community and social media, several companies
are using social networking sites to support the creation and development of
brand communities (Kaplan &Haenlein, 2010; Muniz & O’ Guinn,
2001).Implementing Brand Management Become easy with the social network as
Brand Communities can be developed with less time and financial efforts.
However, choosing the appropriate brand community type, cultivating
consumers’ interaction, and staying tuned to this social engagement are critical
factors to gain anticipated brand outcomes (Schau et al., 2009) .It try to connect
with their customers and enhance their brand communities on social networking
sites such as MySpace and Facebook.
However, despite research on offline brand communities, few studies deal with
online brand communities, and especially the new phenomenon of social media
based brand communities. Since these brand communities are becoming more
important and prevalent, it is necessary for both marketers and researchers to
have more insights about them.

30
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 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

Data analysis And Interpretation

Analysis means the computation of certain choices of certain indices or measures

along with searching for patterns of relationship that exists among the data
groups. Analysis, particularly in case of survey or experimental data, involves
estimating the values of unknown parameters of the population.

Interpretation refers to the task of drawing inferences from the collected facts
after an analytical and experimental study. It is essential for the simple reason
that the usefulness and utility of research lies in proper interpretation.

The data collected has been processed and analyzed in accordance with the

32
outline laid down for the purpose at the time of developing the research plan. This
is essential for a study and for ensuring that we have all the relevant data for
making comparisons and analysis. The real value of this research lies in the ability
to arrive at the central generalization. The collected data has been tabulated,
analyzed, interpreted and presented in this chapter.

Analysis was carried out using the following tools:

Percentage Analysis
Graphs

4.1 AGE OF THE RESPONDENTS

Age is considered as one of the demographic variable. Different age group

of people have different opinion, lifestyle, interest and attitude. The below table
presents the age of the respondents.

TABLE 4.1

AGE OF RESPONDENTS

33
 AGE NO.OF PERCENTAGE
RESPONDENTS
15-20 21 35

20-25 24 40

25-30 8 13.33

30 AND ABOVE 7 11.67

TOTAL 60 100

Source: Primary data

INTERPRETATION

From the above table majority 40 percent of the respondents belong to 20-25
years age group , and 35 percent are belong 15- 20 years of age group, 13.33
percent of respondents are in 25- 30 years age group , 11.67 percent of
respondents are above 30 years age group . The majority of the students who were
the sample for this study are in the age group of 20-25 year

Chart 4.1
Age of the Respondent

34
4.2 EDUCATION OF THE RESPONDENTS
Education gives exposure to people and motivates them to explore new
opportunities. The below table explains the level of education of the respondents.

TABLE 4.2

EDUCATION OF RESPONDENTS

EDUCATION NO.OF RESPONDENTS PERCENTAGE

Below 10th 3 5

35
 10th 2 3.33

Higher secondary 18 30

Graduate 15 25

Post graduate 19 31.67

Others 3 5

Total 60 100
Source: Primary data

INTERPRETATION

From the above table 31.67 percent of respondents are post graduate, 30 percent
of respondents are higher education, 25 percent of respondents are graduate and
5 percent of respondents are others.

Chart 4.2
Education of the Respondents

36
4.3 USAGE OF FACEBOOK
Average spending hours in facebook vary with persons. The below table
depicts the frequency of facebook usage by the sample respondents.

Table 4.3
Average spending on facebook

Usage of facebook No. of respondents Percentage

Less than one hour a day 18 30

37
 1- 3 hours a day 21 35

3- 5 hours a day 17 28.33

More than 5 hours a day 4 6.67

Total 60 100

Source: primary data

INTERPRETATION

From the above table 35 percent of respondents are spending 1 to 3 hours

a day on facebook,30 percent of the respondents are spending less than one hour
a day, and 28.33 percent of the respondents sre spending 3 to 5 hours a day, and
only a few respondents are spending on more than 5 hours a day(6.67). Thus,
majority of the respondents 70% daily visit their facebook and spend minimum
of an hour.

Chart 4.3

Average Spending Time on Facebook

38
4.4 REASON FOR USING FACEBOOK

Facebook offer a platform to connect with friends, to know the current

affairs and communication with others. The below table shows reasons for which
sample respondents are using facebook.

Table 4.4

Reason for using social facebook

39
 Reason No. of respondents Percentage

Meeting new people 10 16.67

Socializing with my 14 23.33

existing friends
Reading news 15 25

Posting & Browsing 19 31.67

Others 2 3.33

Total 60 100

Source: primary data

INTERPRETATION
From the above table majority (31.67 percent) of respondents are using
facebook for posting pictures and browsing reasons, 25 percent of respondents
are using sites for reading news, 23.33 percent of respondents are socialising with
their existing friends through facebook, 16.67 percent of respondents meet new
people through facebook, 3.33 percent of respondents are using facebook for
various other purpose.

Chart 4.4

40
 Reason for Using Facebook

Table 4.5
Pay attention to ads on Facebook

Category No. of respondents Percentage

41
 Agree 21 35.0

Neutral 30 50.0

Disagree 9 15.0

Total 60 100

INTERPRETATION
Majority of the respondents pay attention to ads on facebookas neutrally (50.0),
and second majority respondents agree (35.0), but a few respondents didn’t pay
attention to ads on facebook(15.0).

Chart 4.5
Pay attention to ads on Facebook

42
 Table 4.6
Liking of facebook advertising

43
 Category No. of respondents Percentage

Agree 18 30.0

Neutral 31 51.67

Disagree 11 18.33

Total 60 100

Source: primary data

INTERPRETATION
Majority of the respondents like facebook advertising as neutrally (51.67), and
second majority respondents agree (30.0) that they like facebook advertisements,
but a few respondents didn’t like such advertisements seeing on facebook(18.33).

Chart 4.6
Liking of facebook advertising
44
Table 4.7

45
 Ignore ads on Facebook

Category No. of respondents Percentage

Agree 11 18.33

Neutral 29 48.33

Disagree 20 33.33

Total 60 100

INTERPRETATION
Majority of the respondents ignore ads od facebook as neutrally (48.33), and
second majority respondents disagree (33.33) and rest of the respondents are
ignore ads on facebook(18.33)

46
 Chart 4.7
Ignore ads on Facebook

Table 4.8

47
 Click through Friends’ recommended ads and check out
information

Category No. of respondents Percentage

Agree 27 45.0

Neutral 25 41.6

Disagree 8 13.33

Total 60 100

INTERPRETATION
Majority of the respondents agree with click through friend’s recommended ads
and check out information (45.0), and second majority respondents as neutral
(41.6), but a few respondents didn’t like click through friend’s recommended ads
and check out information(13.33).

Chart4.8

48
Click through Friends’ recommended ads and check out
information

49
 Table 4.9
Follow fashion brands on Facebook
Category No. of respondents Percentage

Yes 38 63.33

No 22 36.67

Total 60 100

Source: primary data

INTERPRETATION
From the above table 63.33 percent of respondents are follow the fashion brands
on facebook, and 36.67 percent are not following any brand through facebook.

50
 Chart 4.9
Follow fashion brands on Facebook

51
 Table 4.10
Buy products through facebook
category No. of respondents Percentage
Always 3 5.0
Sometimes 33 55
Never 24 40
Total 60 100
Source: primary data

INTERPRETATION
From the above table majority of the respondents(55 percent) are sometimes buy
the products , and 40 percent of them are never buy such products & only a few
respondents(5 percent) are always buy the product.

Chart 4.10

52
Buy products through facebook

53
 CHAPTER 5

SUMMARY AND CONCLUSION

5.1 FINDINGS

The major findings from the analysis of data are given below:

⮚ Females who are in the age group of 20- 25 years use facebook more
(40%)

54
 ⮚ Post graduate students are more actively participating in facebook
(31.67%)

⮚ Female spending time on facebook is 1 to 3 hours (35%)

⮚ Female use to browse and post in the facebook (31.67%)

⮚ Majority of people pay attention to advertisement on facebook

(50%)

⮚ Majority of people likes facebook advertisement(51.67%)

⮚ Less people ignore advertisement on facebook(18.33%)

⮚ Majority of the people click through friend’s recommended ads and

check out information(45%)

⮚ More people follow fashion brands on facebook(63.33%)

⮚ Majority of the people are sometimes buy the products through

facebook (55%)

5.2 SUGGESTIONS

Based on the analysis and major findings, the following suggestions are given.

⮚ Majority of sample were using facebook sites for browsing news and
posting personal information, facebook can improve their sites by

55
 displaying current news as well as facilitating customers to connect with
friends.

⮚ Facebook have to ensure that are no fake account and they have to come
up with measure to identify false information.

⮚ Privacy should be maintained in facebook and there are three levels of

privacy settings to choose from open to everyone, open to friends, and
friends only. The best setting to use is the “friends only”. It only allows
people that you have accepted as a friend to view information about you.

⮚ Advertisers build trust around the actions in the community and enable the
community members to feel safe, companies should offer more
information about the company and the brand.

⮚ Marketers of the brand has to provide the consumers with credible and trust
worthy information on which the consumer can take purchase decision.

⮚ Facebook will be the future of marketing, thus marketers cannot avoid

social media sites. And have to advise marketing strategies to leverage the
social networks.

5.3 CONCLUSION

As a limited number of researches have been conducted to measure attitude

toward Facebook advertising, this study is an descriptive research to measure the
attitude toward Facebook advertising. This study adopts criteria’s such as
entertainment, informativeness, irritation and interactivity are tested, discussed,

56
supported and have significant influences on attitude of Facebook to measure the
sample respondents, Facebook is been most frequently used by majority of the
sample female consumers with a coverage spending time is between 1-3 hours.
Consumers don’t feel secure and they don’t trust the information which they saw
on facebook, so facebook account has to ensure that are no fake account and they
have to come up with measure to identify false information.

BIBLIOGRAPHY

BOOKS

● L.R POTTI, “Quantitative Technique”, Yamuna publications.

● C.R. Kothari, “Rresearch Methodology”, New age international (p) Ltd.
● V.A. Adhani, “Security analysis and portfolio management”, Himalaya
Publishing House.
57
WEBSITES AND ARTICLES

● www.wikipedia.org
● www.facebook.com
● www.socialmediaexaminers.com

1) M.sadiq sohail and Ibrahim al jabri(2017), Evolving factors influencing

consumers' attitudes toward social media marketing and their impact on
social media usage, International Journal of Marketing, Communication
and New Media, 3-25.
2) Rajdeep Singh (2016), A study of customer’s behaviour towards social
media marketing, 262- 267.
3) Camilla Cretti (2015), Consumers’ attitude towards social media
advertising An empirical study, 1- 48.
4) Jojo Joy & Dr. M.Sulaipher (2017), Consumer Perception towards Social
media marketing techniques in rural areas, 379- 382
5) Thamaraiselvan Natarajan, Janarthanan Balakrishnan (2014), Perception
of Indian consumers towards social media advertisements in Facebook,
LinkedIn, YouTube and Twitter, International Journal of Internet
Marketing and Advertising, 264- 284
6) Shu-Chuan Chu (2011), Viral advertising in social media: Participation in
facebook groups and responses among college-aged users, Journal of
Interactive Advertising, 31- 43
7) Ann E. Schlosser, Sharon Shavitt & Alaina Kanfer (1999), survey of
internet user’s, attitude towards internet advertising, journal of interactive
marketing, 34- 54.
8) Bibhas Chandra, Shubham Goswami, Vineet Chouhan, (2012),
Investigating attitude towards online advertising on social media- An
emphirical study, management insight, 1- 14

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 9) Javeria nazeer, (2017), Impact of social media advertisements on
university students, Arts social sci j, 2- 6.
10) Sergio Gómez Molina, Lemy Bran Piedrahita,
Alejandro Valencia Arias (2017), attitude towards the use of social media
as a tool for marketing, Mediterranean journal of social sciences, 175- 186.
11) Aifa Rozaini bt Mohd Radzol, Xin Jean Lim, Jun-Hwa
Cheah(Jacky), Mun Wai Wong (2017), The impact of social media
influencers on purchase intention and the mediation effect of customer
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APPENDIX

“Female consumer’s attitude towards facebook advertising”.

QUESTIONNAIRE

Name:

1) Age: a) 15- 20 b) 20- 25 c) 25- 30 d) 30 & above

2) Education: a) Below 10TH b) 10TH c) 12TH

59
 d) Graduate e)Postgraduate f) Others

3) How much time do you spend on facebook on average?

a) Less than 1 hour a day b)1- 3 hours a day

c) 3- 5 hours a day d) more than 5 hours a day

4) Reason for using facebook for?

a) Meeting new peoples b) Reading news

c) Socialising with my existing friends d) Posting & browsing

e) Others

5) I always pay attention to ads on Facebook

a) Agree b)Neutral c) Disagree

6) Do you like Facebook advertisements?

a) Agree b)Neutral c) Disagree

7) . I fully ignore ads on Facebook

a) Agree b)Neutral c) Disagree

8) I often click through Friends’ recommended ads and check out information

a) Agree b)Neutral c) Disagree

9) Do you follow fashion bands on facebook ?

a) yes b) No

10) How often do you buy products that you see on facebook ?

a) Always b) sometimes c) never

60