Proposal Format

This document provides an overview of a proposed study by students Sumit Bhagat and Ashwani Kumar at the Indian Institute of Management Bangalore. The study aims to examine consumer perceptions of different types of Instagram advertisements, including story ads, video ads, and picture/poster ads, to determine which are most effective for driving conversions. The students plan to conduct exploratory research including a literature review and surveys. They will analyze the survey data using techniques like cross-tabulation, t-tests, and ANOVA to understand relationships between variables and differences in means. The timeline outlines completing objectives by session 5, methods by session 8, data collection by session 11, analysis by session 16, and final submission according to PGP deadlines

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Proposal Format

Uploaded by

Sumit Bhagat

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Indian Institute of Management Bangalore

Proposed Title of the CCS project: Consumer perception towards different types of
Instagram advertisements.
Submitted by Sumit Bhagat (1911085), Ashwani Kumar (1911111)
Under the guidance of Professor Gopal Das, Marketing Area

Introduction/Background/Need for the study: As the world prepares for a new normal
amidst travel restriction and lockdown. The average amount of time we spent online in front of
the screen has dramatically increased. eMarketer projects that globally people will spend an
average of one-hour twenty minutes per day with social media in 20201.
Facebook started the new era of digital marketing through targeted social media promotions.
Today Facebook page is cluttered with text, chats, news feed and numerous redundant
information. Somewhere in between all this huge chunk of content sharing, the Brand’s
advertisement/the communication gets lost. Instagram which inspires a classic billboard type
advertisement beat Facebook in its own game and generated leading $20 billion in ad revenue
in 20192. The average time spent on the platform is estimated to grow 14% in 2020. Instagram
is the new way social media promotions and is growing, easy and effective means for
companies to communicate their brands to the users.
MDP: There is an opportunity for brands to capture more user followers and convert the ads
into sales using social media handles.
MRP: To examine the different types of advertisements that can influence users to follow a
particular brand.
Research Objectives: Since the year 2020, the Instagram pages have been flooding with
different types of advertisement (‘story’ ads, video ads, picture/poster ads).
The objective of the project is to understand the user perception on the advertisements showed
and to check which ads are most effective for conversions on Instagram.
Research Method: We will start with exploratory research by going through literature review,
Interviews, Focus Group Interviews, survey etc. to finalize the Research Objective and to form
the testing hypothesis. Based on the Hypothesis formed, we will start descriptive research
where we will collect user data through survey, and/or experiments. We will also try to use
secondary data available online for analysis.

1https://www.searchenginejournal.com/instagram-growth-in-2020/364490/
2https://www.businessinsider.in/tech/news/instagram-reportedly-generated-20-billion-in-ad-revenue-in-2019-even-more-than-
youtube/articleshow/73945985.cms
Data Analysis: The data analysis techniques to be used for the project will be defined after we
have successfully formed the hypothesis to be tested. We will use SPSS software to analyse
the data and some of the techniques that might be used are as follows:
1. Cross tabulation to understand the relationship between multiple variables
2. T-test to verify whether the two variables are significantly related
3. ANOVA analysis to test two or more means.
4. Discriminant analysis to group people based on characteristics

Timeline:

Activities Time
Finalization of Objective (WHAT) By session 5
Research Method (HOW) By session 8
Data Collection By session 11
Data Analysis By session 16
Final project submission As per PGP deadline