A Study on Effectiveness of Social Media Advertising on Young Adults' Buying Behaviour

Tan, Connie Pooi Ying (2021) A Study on Effectiveness of Social Media Advertising on Young Adults' Buying Behaviour. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

With the rapid growth of technology, young adults are now able to access social media anytime, anywhere. It has become an inherent part of the modern society. Social media advertising is getting popular as compared to traditional advertising. Brands start to use social media advertising to advertise their products and create brand awareness. This research aims to find out the effectiveness of social media advertising on young adults’ buying behaviour on fast food. It also examines the visual aids on social media advertising and to identify how the key opinion leaders (KOL) affect the young adults’ buying behaviour on fast food. The quantitative method of online survey was used to collect the responses from the 100 young adults who are based in Klang Valley. Through the findings, it revealed that young adults frequently use social media and are aware of social media advertising. Social media advertising does affect their buying behaviour. The findings indicate that elements on social media advertising such as layout, visual selection, advertising format and length of video advertisement influence young adults’ buying behaviour. Mouthwatering fast food visuals do stimulate and influence purchase. The findings also showed that KOL does influence young adults’ buying decisions. Young adults trust the product recommended by KOL and refer to their opinions. This research is useful for the advertiser, as the findings show the visual preferences of young adults and it reveals how the young adults perceive KOL on social media.