Effectiveness of Social Media Advertising towards TAR UC Students

Chun, Zhi Wei (2020) Effectiveness of Social Media Advertising towards TAR UC Students. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

media is a new and popular platform to advertise. In this era of technology, social media advertising has become a must and important part for the marketers to advertise their product as more and more people are using the social media rather than traditional media nowadays. The aim of this thesis is to study the effectiveness of social media advertising by studying two variables which is the frequency of social media advertising and the effect on receiving social media advertising. The researcher will evaluate the frequency by studying how much ads will the respondents receive in a certain time. The effect of the social media advertising will be on the purchasing behaviour and the variables helps to indicates the effectiveness of social media advertising. The research method that are used are the survey questionnaire using Google Forms. The sample are 54 respondents for pilot test and 103 respondents for the survey questionnaire who are TAR UC students to represent the youths. There are two theories which is Uses and Gratification Theory and Consumer Decision Making Model are used in this research. Findings shows that the TAR UC students frequently receive social media advertising. However, it is found that the TAR UC students will only sometimes have purchasing behaviour after seeing an social media advertisement. Therefore, it can be said the frequency of social media advertisement somehow only moderately affect the effect of social media advertising on the purchasing behaviour.