Chapter 1

Introduction
Social media has reached half of the world's 7.7 billion users since its start in 1996(Dean, 2021).
In the last ten years, the number of users on social networking sites almost tripled, rising from 970
million in 2010 to 4.48 billion in July 2021(Dean, 2021). Social media enables businesses to
efficiently plan their connection with target customers. According to Zhang and Daugherty (2009),
Kazaka (2009), Harvey et al. (2011), Tiago and Verssimo (2014), and Jankovic (2017), social
media advertising is the term used to describe commercial activity started on social media. User-
generated content-based and social media-based social media advertising are the two types of
SMM (Mangold and Faulds, 2009). Users are increasingly using social media like blogs and
microblogs, social networks, content communities, forums, and wikis. Additionally, it encourages
businesses to communicate in this setting (Kazaka, 2011). Businesses have employed social media
extensively as part of their marketing plans. In companies with more than 100 employees, 91.9
percent of US marketers were anticipated to use social media in 2021. (Statists Research
Department, 2022).

Surprising changes in the way businesses connect with clients through promoting their goods and
services have been brought about by social media marketing (Kim & Youm, 2017). Consumer
purchasing habits have an impact on advertisements. It becomes necessary to comprehend
customer wants. It is crucial to comprehend the requirements of expanding client groupings. Youth
is often a rising consumer group in emerging markets. Additionally, regardless of the stage of
development, digital technologies have already had the greatest influence on the way of life of
young people in practically all countries ( Tiago and Verssimo (2014). The study attempts to look
into how social media advertising affects young people's buying behavior in Bangladesh. We think
that the study will ultimately be useful in identifying the consistent patterns of purchasing behavior
among young people in comparable rising nations (Puhl & Brownell, 2013).

The study is thorough and has clear ramifications for marketers looking to effectively display their
items online (Kazaka 2009). Through its cutting-edge methods of advertising services and goods,
social media marketing gives marketers access to new worlds of opportunity that they would not
otherwise have. Investigating consumer purchasing behavior and customer satisfaction may have
an impact on an organization's ability to survive in the market today and its effectiveness in

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creating more profit with performance. As a result, businesses pay more attention to how well
their marketing efforts influence customers' purchasing decisions. Results from a survey of 244
students (social media users) ages 18 to 35 that the authors performed in Rajshahi city. The
methods of regression and ANOVA analysis are used to process survey data.

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1.1Literature Review:

Advertising is the practice of disseminating information through impersonal and publicly funded
communication in order to promote or sell any concept, item, or service (Hee and Yen, 2018). A
tool for promoting a company's services, information, and products that a business or market
wanted to offer to clients was advertising centuries ago (Dahiya & Gayatri, 2018). Following it,
social media ads changed to convey a message about the value of a product or service in order to
draw customers (Kim, 2012). Nowadays, businesses utilize a variety of advertising platforms,
including as covert, social, print, celebrity, broadcast, surrogate, and outdoor ads, among others,
to promote their goods and notify consumers about the promotion of items (Nartey, 2010). The
findings of José Garca et al. (2009) have a variety of consequences for both academic study and
real-world application. A web-based trading structure can only succeed if it is useful, trustworthy,
and convenient. Second, customers' perceptions of protection affect their trust beliefs. Since trust
and helpfulness are the two most important preconditions for social expectations, managers can
lower turnover by having consumers think more favorably of the security measures a business
employs (Shethna, 2019).

The consuming habits of a specific civilization have an effect on people's purchasing behavior at
the cultural level (De Mooij, 2019). According to some prior studies, Muslims might purchase a
product based on recommendations from their religious group or others, but Chinese people would
never do so since they depend only on their own judgment when deciding which goods or services
they need (Heet at., 2010). Due to various objectives and consumption patterns, opinions may
differ at the societal level amongst socioeconomic classes with low, middle, and high income. For
example, customers with lower incomes may prioritize meeting their requirements above finding
marketed and high-quality items (Nartey,. 2010). However, higher socioeconomic strata may have
different purchasing choices since they may choose to purchase

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marketed and branded goods (Chahal and Rani, 2017). The customer view on social media and
social networking sites is also influenced by psychological elements, such as "word of mouth"
(Javaria 2020). To sum up, an awareness of the variables influencing customer preferences enables
the development of effective marketing plans aimed at certain consumer categories (Muniady,
2014).

Marketing endorsements are now a vital component of customer attraction since they help
businesses achieve their objectives and build their reputations (Lim, 2017). The Internet has
enabled worldwide connectivity, and media influencers have become prominent marketing
advocates (Freberg, 2011). By continuously providing customers with the most recent information,
media influencers can keep them interested (Liu, 2012). Social media marketing has evolved into
the most powerful and economical marketing instrument, claim (Ranganathan, & Ganapathy,
2002). Social media marketing may have demonstrated its potential as an endorsement recently.
The majority of businesses want social media marketers, including bloggers, social media
marketers, website marketers, etc. to represent their brands (Brennan & Croft, 2012).

Results from Stephen (2016) show that as more people utilize technology, buying behavior based
on social media marketing is expanding quickly. Information from social media is increasingly
playing a significant role in influencing consumer choice (Bronner & de Hoog, 2014). His study
was carried out to clarify how the social environment affects customers. His studies also touched
on consumer-related concerns. He identified five characteristics, including responses to social
advertising, mobile environments, impacts of social environments on purchase behavior, and word
of mouth (WOM) (Stephen, 2016). The previous articles combined provided insight into the social
media marketing landscape and its impact on consumer purchasing behavior from many angles
(Harvey & Jankovic, 2020). Although it is still important to comprehend social media advertising
benefits as a component of the social experience of the customer.

The total number of social media users worldwide increased by 9.2% between April 2019 and
January 2020. (Dean, 2021). Europe had the slowest rate of growth in new active users on social
media, at 4.9%, when the number of users was broken down by region. Africa had a rise of 13.9%,
while Asia experienced the largest increase in social media users (17.0%). (Dean, 2021). Since
Bangladesh active social media penetration in January 2022 was lower than the global

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average and lower than that of several Asian nations, social media marketing presents a significant
challenge for Pakistan. With a penetration rate of 106.1% for active social networks, the UAE
leads Asia. South Korea came in third with 91.2%, followed by Malaysia in second with 91.7%.
The average global penetration rate of social media was 58.4% in January 2022. (Statists Research
Department, 2022). In Pakistan and Southern Asia, there are 27% female and 73% male social
media users, compared to 50% female and 50% male users in Western Europe (Dean, 2021). The
details of Pakistan include that just 55.6% of the population will be online in 2021, compared to
61.6% in India, 70.8% in China, 82.2% in Latvia, and 95.5% in the United States (Statists Research
Department, 2021).

As a tool for increasing consumer loyalty, sales effectiveness, and awareness, advertising has
emerged in the last ten years (Wymbs, 2017). Researchers are interested in social media advertising
(Lamberton and Stephen, 2016). From 2000 to 2015, Lamberton and Stephen (2016) investigated
mobile and social media advertising. Social media advertising has completely changed traditional
marketing over the past 15 years. There are now more opportunities for customers to buy, interact,
study, and get marketing services. From 2000 to 2015, their research discovered divergent
viewpoints on the aforementioned three marketing strategies (Lamberton and Stephen, 2016).

Dahiya and Gayatri (2018) investigated the social media marketing practices employed by the
Indian car sector. They discovered that many other industries, including music, fashion, finance,
retail, publishing, gaming, and others, also used social media marketing. Their study's goal was to
comprehend how social media marketing affected customer purchasing decisions in the market
for passenger autos. For their research, Dahiya and Gayatri (2018) employed a hybrid technique.
Researchers came to the conclusion that social networking sites were used by the majority of
respondents (75%) when they were shopping for an automobile. According to Dahiya and Gayatri's
study's findings, social media marketing might raise consumer awareness of mega-brand goods
like cars. Additionally, it showed that consumers were engaged through social platform interaction.

According to Haider and Shakib (2017), social image has an effect on consumers' purchasing
decisions. The scientists' research offered a conceptual model that takes into account the influence
of four independent variables on customer purchasing decisions. For analysis, both

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primary and secondary data were gathered. The findings indicated a statistically significant
positive correlation between familiarity, social imagery in advertising, ad spending, and consumer
purchasing behavior (Haider and Shakib, 2017). This study clarified a number of crucial elements
that are useful for the promotion and advertising industries.

Because young people are more engaged online and on social media, it follows that there is still a
study deficit on the effects of social media marketing on their purchasing behavior. This is
particularly relevant for developing nations like Bangladesh, who are still on the path to gaining
momentum in their economic growth (Khan, 2016). By looking at how social media marketing
affects the purchasing habits of this expanding customer group, this gap in the market may be
addressed. Through their unique research, which is based on an empirical survey of Pakistani
youth, the authors aim to close this gap by examining how social media marketing can potentially
affect young people's purchasing decisions.

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1.2Objectives of this study:
1. To find the relationship between Social media advertising factors(convenience,
timesaving, security of knowledge) and the buying decisions of Young Consumers.

2. To find the relationship between Non-market external and internal factors and the
buying decisions of Young Consumers.

3. To find out the relationship between the uniqueness of advertising and t h e buying
decisions of young consumers.

4. To find out the relationship between the source of information and the buying decisions
of young consumers.

5. To find out the relationship between Feedback and the buying decisions of young
consumers.

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 Chapter 2
Conceptual Framework

The primary topic of this study is consumer buying decision, which covers the actions taken by
individuals, groups, and organizations in selecting, acquiring, disposing of, or using products,
services, experiences, or ideas to satisfy consumer demand as proposed by Shih et al (2015).
Dudovskiy (2013) asserts that consumer purchasing decisions are influenced by the urge to satisfy
one's physical, emotional, and other requirements. The intent to acquire an item or service is known
as consumer buying behavior. The consumer is always in charge and always has the choice to buy
(Young Kim, & Kim, 2004). Shethna (2019) identifies personal, social, psychological, and cultural
differences as the four primary external elements that have an impact on customers' purchasing
decisions. In response, (Haider and Shakib (2017) recommended that anybody looking into the
effects of social media marketing on young people's purchasing behavior also take the
surroundings into account.

The conceptual framework for the examination of social media marketing's influence on
customers' purchasing decisions is shown in the following figure. It includes two conceptual
understandings: first, the authors' conceptualization of social media advertising as a synthesis of
SMM advantages (convenience, timesaving, security) and website design & features (Ranganathan
and Ganapathy, 2002); and second, the conceptualization of consumers' purchasing behavior as
empirically interpreted by their intention to purchase. Theoretically, a combination of non-market
external and internal variables as well as social media marketing as a market component will have
an impact on consumer purchasing behavior (Figure 1).

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Convenience of Ordering

Security

Buying Decision of
Time Saving
Young Consumers

Uniqueness of
Advertising

Source of Information

Feedback

Figure: 1

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Youth, or those between the ages of 16 and 35, are the research subject of this study, as was
previously indicated in the opening of this article. Many observers were shocked to see that
Bangladesh's most recent census showed faster-than-expected population growth. It is abundantly
obvious that those between the ages of 15 and 36 make up the majority of those who are
economically active. According to statistics projected to be available through 2037, this market
will expand by 57%. Therefore, it is crucial to comprehend the patterns of this group's buyers'
behavior in order to make the most of their purchasing power.

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2.1Research Hypothesis:

The following hypotheses were framed, in tune with the above research objectives:

Convenience of Ordering:
It is claimed that the convenience of Ordering‖ drives the social media users' influence on young
consumers. The convenience of Ordering is also a motivating factor for the use of technology and
adopting innovation (Amin, 2014). Thus, from the perspective of Rajshahi City, it is rational to
examine how the Convenience of Ordering affects the consumers buying decisions.

Hypothesis: Convenience in social media advertising influences Bangladeshi young

consumers‘ buying decision positively.

Time-saving:
This is the primary focus of social media advertising influences young consumers. People can buy
products at any time at anywhere. This prior research revealed that people's perceptions of
information and content have a significant impact on how satisfied they are with utilizing social
media (Arli, 2017). Thus, from the perspective of Rajshahi City, it is rational to examine how
Time-saving effect on the consumers buying decision.
Hypothesis: Time-saving by social media advertising influences Bangladeshi young
consumers‘ buying decisions positively.

Security:
Social media is a component of a bigger ecosystem of publicly accessible platforms that give threat
actors a new attack surface to use. Security teams require integrated external cyber security to
defend against attacks on social media and elsewhere on the internet. Wherever threats appear on
the public attack surface, thorough coverage across social media, the surface, deep, and dark web
ensures that they are found and dealt with( Lamberton, 2016). Thus, in the perspective of Rajshahi
City, it is rational to examine how Security affects on the consumers' buying decisions.
Hypothesis: Security of information in social media advertising influences
Bangladeshi young consumers‘ buying decisions positively.

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 Source of Information:
The source of information is very important factor of social media. People are more concerned
about which sources provide this information. Sources of data or proof are frequently divided into
primary, secondary, or tertiary categories. These divisions are based on the degree of originality
and proximity to the source or origin of the information (José García, & Carlos Roca2009). Thus,
in the perspective of Rajshahi City, it is rational to examine how the Source of Information affects
on the consumers' buying decisions.
Hypothesis: The source of Information influences Bangladeshi young consumers‘
buying decisions positively.

Feedback:
We all want feedback from our clients so we can understand their preferences, requirements, and
desires as well as any issues they may have had with our goods and services. Customer comments
on Twitter, Facebook, Instagram, Yelp, and other social media platforms, blogs, and review sites
are examples of social media feedback. Either everyone can see this feedback (public) or it may
just be shown to the customer's followers. You must typically conduct a search using hashtags or
keywords to find this feedback and then pick out the specific comments that are pertinent to and
related to your company or brand (Mosadeghrad, 2013). Thus, in the perspective of Rajshahi City,
it is rational to examine how Feedback affect on the consumers' buying decisions.
Hypothesis: Feedback influences Bangladeshi young consumers‘ buying decision
positively.

2.2Research Methodology:

Quantitative: The methodology involved conducting an online survey using social media sites,
pre-testing the questionnaire, analyzing data using the Linear Regression Analysis Model with
SPSS, using a 0.05% significance level for hypothesis testing, analyzing demographic profiles,
and conducting an ANOVA study.

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 Chapter 3
Sampling and Data Collection
The entire number of social media users in Bangladesh is included in the study's population. This
study was carried out on a convenient sample of Rajshahi-based social media users for the
researchers' convenience. The majority of the sample respondents are young people who reside in
Rajshahi and utilize a variety of social media, including Facebook, YouTube, Instagram, Reddit,
Twitter, etc. The survey was conducted in Rajshahi since there are more social media users there
than in other Bangladeshi cities (Hossain, Haque, &Aabed, 2011). The Snowball sampling
approach was used in this study because it was advantageous for the researchers in terms of time
and money and allowed them to choose the most suitable and convenient respondents to take part
in the study through recommendations from the respondents themselves. A structured
questionnaire that was self-designed and sent to the target respondents through Google form was
used to collect data through an online survey. The researchers first contacted 25 respondents as a
convenience sample based on his Facebook network since the Snowball sampling approach was
utilized.

Given a desired degree of accuracy, a desired level of confidence, and an estimated proportion of
the attribute present in the population, the researchers were able to compute an optimum sample
size from a limited population using Cochran's sample size determination method in this study
(Cochran, 1963). The sample size was established using the following Cochran's (1963) sample
size determination formula, created to compute a proportionate representative sample, where the
population size is finite and smaller in contrast to a big population:

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 𝑍2𝑝𝑞
𝑛0 = 𝑒2

𝑛0
𝑛=
(𝑛 − 1)
1+ 0
𝑁

Where e is the desired level of precision (10%), p is the estimated proportion (35%) of an attribute
present in the population, and q is 1-p. Besides, Z is the selected critical value of the desired
confidence level (95% confidence); N is the population size, and n is the sample size. Based on
this formula, 244 respondents were considered satisfactory to conduct the study. To collect the
data, 300 respondents from different locations of Rajshahi were conveniently approached. Among
them, 270 respondents were willing to respond to the survey. Out of 270 respondents, 12
respondents did not like social media. Since this study was conducted basically to measure the
switching intention of the social media users, data were not collected from those 12 respondents,
and 14 respondents did not complete the survey questionnaire. Therefore, 244 respondents
responded to the survey, and the final sample size is 244, which satisfies the minimum sample size
of 244 respondents as calculated in the above-mentioned sample size calculation.

According to Gay (1992), ―Descriptive research involves collecting data in order to test
hypotheses or to answer questions concerning the current status of the subjects of the study. That‘s
why this research follows the descriptive method that involves meeting the objectives and testing
hypotheses of this study. The main purpose of this descriptive research is to describe, recording,
analyze and interpret conditions. Survey research is one method of conducting descriptive
research. So, Personal survey media was used.

Through convenience sampling, a descriptive study was performed on the sample of university
students, which included 155 respondents, both males and females. Data were gathered utilizing
an online survey approach using Facebook and other social media sites. These initial responders
received a structured questionnaire over Facebook after it had been created using a Google Doc
form. Additionally, after completing the poll, they were asked to share the survey online link

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with other familiar public and private university students. This procedure was carried out until all
the data had been collected.

Every respondent's information was gathered online. Students from various universities who reside
in Rajshahi City were emailed a Google form. Data were then gathered and evaluated to see
whether the statement of the hypothesis was correct. The questionnaire's questions were derived
from a survey of the literature, as well as the particular traits of Bangladeshi people and the market
environment. Every responder could easily grasp the English language-based questionnaire. Based
on customer preferences, the questionnaire's components were created.

3.1Data Analysis Tools and Methods:

Both five-point Likert scale questions and general questions were coded as continuous variables
and categorical variables, respectively, to assess the degree of effect of various factors. The last
form, represented by 1, is equal to the greatest form, represented by 5, on the five-point Likert
scale. A 0.05% significance level was used to test hypotheses after gathering primary data from
the respondents. Applying the Linear Regression Analysis Model with the statistical program
SPSS allows for the analysis and interpretation of all the data that has been gathered. With the aid
of MS Word, SPSS, and MS Excel, data has been computerized and processed. Data has been given
in tabular form and percentage form, with the relevant charts and graphs for analysis.

The approaches have been used to present in this report are-

I. Regression Analysis

II. Graphical Presentation

III. Cross-Tabulation

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3.2Analysis and Findings:

A "Linear Regression Analysis" is used in hypothesis testing to ascertain if the hypothesis was
accepted or rejected. The significance level for this test is 5%, or 0.05 (= 0.05). The P-values of
the independent variables and the degree of significance in this model have been compared to
determine whether to accept or reject the hypotheses developed in the earlier step. To determine
whether the response variable is more or less likely to occur in response to changes in the
independent factors, one uses the coefficient of the predictor or independent variables.

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 Chapter 4
Results and Discussion

The data in Table 1 shows the demographic profiles of 244 respondents in this survey. Most of the
respondents are male (57.4%), the age of 63.1% of respondents are between 16 and 20 years old,
the education is usually BSc / BA/ BBA (42.6%), but there are also MSc / MA/ MBA and MPhil
is about to employ and their response rate 48.4%. Furthermore, the data in Table 2 shows that all
social media advertising, as well as website design & features, influence consumers‘ buying
decisions positively, increasing the estimated frequency of purchases. They have the greatest
positive effect (42.9%) in the aggregate. If we examine each one independently, the time-saving
benefit has the most positive impact (42.6%) on purchasing decisions. However, website features
and design have a 55.2% greater effect on customer purchasing behavior than social media
benefits. Social media advertising influences Bangladesh young purchasing behavior favorably
and by 53.5%. These outcomes are consistent with those of earlier research investigations carried
out across Asia (Hee and Yen, 2018).
4.1Results of ANOVA analysis
ANOVA

Model Sum of df Mean Square F Sig.

Squares
Regression 6.168 1 6.168 19.111 0.000
Residual 78.107 242 .323
Total 84.276 243

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The information in Table 3 displays the findings of an ANOVA study of the impact of website
design and features on consumers' frequency of purchase decisions as well as the benefits of social
media marketing (SMM) (convenience, timesaving, security). The table data show that the value
of F is greater than 2, and the p-value is significant, indicating that the independent and dependent
variables have a significant relationship. This significant relationship was also discovered by Teo
and Yeong (2003), Haider and Shakib (2017), Young Kim and Kim (2004), and Hee and Yen
(2018).

The research of the combined impact of social media advertising benefits on Bangladeshi young
purchasing decisions revealed a 42.9% increase in purchase intention. Meanwhile, the features and
website designs utilized in social media advertising have a much more favorable influence on
young people's purchasing decisions, raising the intention to buy by 55.2%. Young people in
Bangladesh prefer to purchase goods and services from aesthetically pleasing, well-designed
websites or social media platforms with a variety of distinctive features. Accordingly, all research
hypotheses are supported by the survey data: social media marketing increased by unit positively
influences Bangladeshi youth purchasing behavior by 53.5%, and the remaining 46.5% may be
influenced by other non-market external and internal factors, such as individual differences, social
differences, psychological differences, cultural differences, or environmental factors.

Model Summary

Model R R Square Adjusted Std. Error of the

R Square Estimate

1 0.271 0.073 0.069 0.56812

Table 4: Model Summer

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4.2Limitations:
The primary limitation of this study is that it only focused on Rajshahi City students. First of all,
this indicates that the study respondents were engaged, educated users of social media, which is
not representative of Bangladesh‘s general population. Second, those who responded to the poll
did not included rural residents of the country. Due to these restrictions, the study's findings can
only be extrapolated to the Bangladeshi population's digitally engaged and marketable to the
company‘s portion, which is nonetheless the country's most active user of social media today and
in the future.

4.3Suggestions:
As a result, the authors are of the opinion that the findings of this study will be practically valuable
and helpful for Bangladeshi company managers, academic communities, as well as potential
investors, in order to design successful policies by taking into account the significant positive
influence of social media advertising (especially of its element as website design & features) on
Bangladesh youth purchasing behavior. It is possible to do more research in this field to identify
and evaluate the latest social media marketing benefits as well as to examine the gender differences
in social media usage and customer purchasing behavior in Bangladesh and other developing
countries

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 Chapter 5
Conclusion

Results from a survey of 244 students (social media users) ages 18 to 35 that the authors performed
at Rajshahi City provided empirical support for this study. The goal of the study was to investigate
the link between Bangladeshi young customers purchasing patterns and the benefits of social media
marketing (SMM)—convenience, time savings, security—and website design & features
conceptually included in social media marketing as a whole. The survey data was subjected to
regression and ANOVA analysis, and it was discovered that social media marketing, particularly
website design and features, impacts buying behavior and statistically substantial increases the
intention to purchase among Bangladeshi young. Firm managers and marketers can comprehend
the effects of market and non-market aspects based on the authors' detailed conceptual framework
for the examination of the influence of social media advertising on customer buying decision
(Figure 1). Websites may help young customers who are interested in a product and seeking for
more information about it learns more about it. The findings of this study provide sequential
evidence that convenience, time savings, and security have a positive and substantial influence on
Bangladeshi young customers purchasing behavior, with a p-value of 0.000. A further indication
of the existence of a statistically significant positive relationship between an independent variable
(youth buying behavior) and a dependent variable is the F- value of the advantages of social media
marketing, website design & features, and social media marketing, which are greater than 2.

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 5.2Appendices:

Survey Questionnaire
Impact of Social Media Advertising on Buying Decision of Young Consumers
in Rajshahi City.
Please, place a mark in the box to answer of your choice or write in the space. Age
• 16-20
• 21-25
• 26-30
• 31-35
Gender
• Male
• Female
What is your occupation?

Do you have a social media account, like Facebook, Twitter, YouTube, Instagram, Reddit etc?
• Yes
• No
Do you currently follow any businesses on social media?
• Yes
• No

Timesaving
What social sites do you use regularly?
• Facebook
• Twitter
• Instagram
• YouTube

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How many social sites do you use?
• 1
• 2
• 3
• More than 3

How often do you engage in social media?

• Everyday
• Three times a week
• Once a week
• Rarely

How much time do you spend on social media?

• Less than 30 minutes
• 30 minutes to an hour
• 1-2hours
• 3 or more hours

Convenience
Do you think that the online visibility of a business affect your purchase?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.
Do you believe that social media advertising helps your buying decision?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.
Do you agree that online shopping has advantages?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.
Feedback (post, comments, review)
In your own opinion, what are important factors for a business using social media advertising?
• Consistency of posts
• Type of content posted
• Customer engagement
• Online promotion
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 • Timing of post
Do you agree that feedback (reviews/ comments/ post and so on) on social media affect your
purchase?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.
Do you agree that for instance advertisements/FB pages/ user reviews on social media influence
you to try new brand or product?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.
Source of Information
Do you believe that social media is the best way to reach a business's targeted audience?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.
Do you agree that information searching is easier via social media compared to mass media
(TV, Radio, Newspaper)
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.

Rank on a scale of 1 to 5 for the source of information on social media you use before
purchase. 1being least, 5being most.
1 2 3 4 5
Facebook
Twitter/ X
YouTube
Instagram
Reddit

Security of knowledge
Do you agree that business will achieve better result when it comes to customer loyalty and
profits if social media is integrated into marketing?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.

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Do you have pre-judgment (positive/negative) towards a particular product before an actual
consumption?
• Always
• Sometimes
• Never
Do you think that social media advertising makes your decision making more complex?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.
Uniqueness of Advertising
Do you think that advertisements on social media are still attractive?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.
Do you feel encouraged to voice your opinion after a purchase via social media platforms?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.

Dependent variable
Do you think that social media advertising influences on buying decisions of young consumers?
 Strongly Disagree. ◻ Disagree. ◻ Neutral. ◻ Agree. ◻ Strongly Agree.

Variables Positions Frequency %

Male 140 57.4
Gender Female 104 42.6
18-20 154 63.1
21-25 72 29.5
Age 25-30 10 4.1
31-35 8 3.3

Intermediated 75 30.7
Education BA / BBA/BSc 104 42.6
MA/MBA/MSc 46 18.9
MPhil 19 7.8

Table 1. The summary of socio-demographic profiles of respondents, n = 244, May 2024

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Variables R R Square Adj. R Square Std. Error
Convenience 0.271 0.073 0.069 0.56812
Timesaving 0.426 0.181 0.178 0.53392
Security of
knowledge 0.278 0.077 0.073 0.56692
Source of
Information 0.429 0.184 0.180 0.53315
Uniqueness of
Advertising 0.552 0.304 0.302 0.49215
Feedback 0.535 0.286 0.283 0.49215

Table 2. Results of the regression analysis, n = 244

Sum of Df Mean
Variables Indicators Squares Square f-stats Sig.
6.168
Regression 6.168 1 .323 19.111
Convenience Residual 78.107 242 0.000
Total 84.276 243
Time-saving Regression 15.287 1 15.287 53.626
Residual 68.988 242 0.285 0.000
Total 84.276 243
Security Regression 6.498 1 6.498
Residual 77.778 242 0.321 20.218 0.000
Total 84.276 243
Source of Regression 15.486 1 0.000
Information Residual 68.789 242 54.480
Total 84.276 243
Uniqueness of Regression 25.661 1 0.000
Advertising Residual 58.614 242 105.947
Total 84.276 243

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Feedback Regression 24.137 1 0.000
Residual Total 60.138 242 97.131
84.276 243
Table 3. Results of ANOVA analysis, n = 244

Model Summary

Model R R Square Adjusted Std. Error of the

R Square Estimate
1 0.073 0.069 0.56812
0.271

Table 4: Model Summer

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