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About Acceptance of Social Media As A Marketing Tool - A Quantitative Study
This document presents an abstract for a research study on the acceptance of social media as a marketing tool. The purpose is to identify factors that lead to ad clicks on social media and purchases, and reasons why purchases may not be made. The research design is exploratory using an online survey of 185 Indian respondents. Preliminary results found several factors like friend endorsements, ad aesthetics, product reviews, and pricing influence ad clicks. Major barriers to purchase were misrepresentation, false discounts, and security concerns. Female users clicked more ads and made more purchases than males. Transactions from social media ads led to positive purchase experiences generally.
Detailed Information
| Author: | ['Triana Gyshela'] |
|---|---|
| Publication Year: | 2021 |
| Pages: | 8 |
| Language: | English |
| Format: | |
| Price: | FREE |
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