EFFECT OF FACE BOOK ADVERTISING ON THE BUYING BEHAVIOR OF YOUNG CONSUMER

Abstract

Facebook is one of the most used and grown social media platform that has reached a highest number of user in very less amount of time. The huge audience of 845 million has provided facebook as a platform for business. There is always a possibility for business with the help of facebook as it is free of cost and easy to operate which can be easily learned by anyone in less time and drive profit through uses. It helps people to transit and communicate information and datas at a very high speed and covers a huge audience which provides facebook as an means for marketing of various products and services. It has became an convenient channel for communication for customers to directly communicate with any brand on their facebook page which enables an two way communication. However there are several issues while reaching out to consumers and one important issue is whether this information is being received by the prospective customers or not and are they actually influencing the buying decisions?

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This research paper primarily focuses on the affects of facebook ads on the buying pattern of thetargeted customers which are mainly the younger customer aged 20-35 and it also focuses on themoderating effects of facebook advertisement on the gender.

The methodology for carrying out this research was based on quantitative approach which focusedon data collection through survey questionnaires and later these data were analyzed with the help of step wise regression analysis.

The results and findings of this research proved that there has been significant effect of face book advertisement on younger customers and hence it also shows that these customershave a positive mindset towards face book ads which results in affecting the buying behaviorof these customers also the females have a negative attitude towards the face book advertisement in relation to the moderating affect of gender.