Does Facebook and Instagram Advertisement have an impact on Consumer Attitude?

Detta är en Magister-uppsats från Linnéuniversitetet/Institutionen för marknadsföring (MF)

Författare: Azizul Karim; [2021]

Nyckelord: ;

Sammanfattning: Social media has been effectively changed the marketing strategies of different companies. Theprocess of advertising on social media also attracts negative comments on the brands and institutionsmaking such advertisements. The paper sought to establish the impact of such advertisements onoverall consumer attitudes. As such, the paper set out different components like brand equity, brandattitude, digital word of mouth, social media marketing, and consumer relationship with the productas part of the components. The major independent and dependent variables were digital mediamarketing and consumer-brand attitude, respectively. The quantitative/primary data was collectedfrom people on different social media platforms, including Facebook and Instagram. A survey wasconducted, and the analysis was done with the SPSS software. The analysis specifically involvedlinear regression, which eventually demonstrated that the advertisements positively impact suchcomponents, including consumer and brand relationships. The conclusion was that, indeed, there is apositive relationship between digital media marketing and consumer-brand attitude.

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