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EXPOSURE TO SOCIAL MEDIA ADVERTISEMENTS AND YOUTHS RESPONSE

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16 Pages : 144-150

http://dx.doi.org/10.31703/grr.2020(V-III).16      10.31703/grr.2020(V-III).16      Published : Sep 2020

Exposure to Social Media Advertisements and Youth's Response

Abstract

    The major purpose of this study is to examine the effects of social media advertising on the purchase behaviour of young university students. The study employed an exploratory research design and cross-sectional survey technique. On the basis of a comprehensive literature review, research hypotheses were formulated to investigate the relationship between study variables. The primary data were collected using questionnaires from students of public sector universities operating in the city of Faisalabad, Pakistan. Non-probability and convenience sampling were adopted in the selection of target respondents, which were 283 students, both day-scholars and boarding students. The findings reveal that social media advertising affects the purchasing behaviour of social media users. The recommendations of the study are that the companies should concentrate more on promotional activities using social networks as this is more effective, less costly and accessible to a large number of target audiences.

    Social Media Marketing, Consumer Buying Behaviour, Social Media Advertisement, Buying Decision Process, Youth Response

    (1) Ashraf Iqbal
    Incharge, Department of Mass Communication, Government College University Faisalabad, Punjab, Pakistan.
    (2) Tanveer Hussain
    Assistant Professor, School of Media and Communication Studies, University of Management and Technology, Lahore, Punjab, Pakistan.
    (3) Rashid Aslam
    MPhil Scholar, Government College University Faisalabad, Punjab, Pakistan.
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Cite this article

APA

CHICAGO

    CHICAGO : Iqbal, Ashraf, Tanveer Hussain, and Rashid Aslam. 2020. "Exposure to Social Media Advertisements and Youth's Response." Global Regional Review, V (III): 144-150 doi: 10.31703/grr.2020(V-III).16

HARVARD

    HARVARD : IQBAL, A., HUSSAIN, T. & ASLAM, R. 2020. Exposure to Social Media Advertisements and Youth's Response. Global Regional Review, V, 144-150.

MHRA

    MHRA : Iqbal, Ashraf, Tanveer Hussain, and Rashid Aslam. 2020. "Exposure to Social Media Advertisements and Youth's Response." Global Regional Review, V: 144-150

MLA

    MLA : Iqbal, Ashraf, Tanveer Hussain, and Rashid Aslam. "Exposure to Social Media Advertisements and Youth's Response." Global Regional Review, V.III (2020): 144-150 Print.

OXFORD

    OXFORD : Iqbal, Ashraf, Hussain, Tanveer, and Aslam, Rashid (2020), "Exposure to Social Media Advertisements and Youth's Response", Global Regional Review, V (III), 144-150

TURABIAN

    TURABIAN : Iqbal, Ashraf, Tanveer Hussain, and Rashid Aslam. "Exposure to Social Media Advertisements and Youth's Response." Global Regional Review V, no. III (2020): 144-150. https://doi.org/10.31703/grr.2020(V-III).16