Abstract
This study was on social media advertising and consumer interest: using instagram to advertise Pepsi. Four objectives were raised which included: To study the influence of instagram advertisement on consumer buying interest, to identify the main factors which are affecting the consumer purchase interest influenced by instagram, to ascertain find out how favorably is instagram compare to other social media for advertising and to ascertain the impact of instagram on pepsi company. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from students of University of Abuja. Hypothesis was tested using Chi-Square statistical tool (SPSS).
Chapter one
Introduction
1.1Background of the study
Traditional media has taken a few steps back since the advent of the internet and is only growing more irrelevant with time. Internet availability made social networking sites like instagram, Facebook, YouTube etc more widely used. Millions of internet users throughout the world now rely on social media. When social media first became popular, it was mostly used for socializing and interacting with people all over the world, but as its user base grew, organizations began to realize its business potential (Alalwan, 2018). Social media marketing also appeared to be more convenient and cost-effective than traditional media marketing. Marketers immediately noticed this (Alalwan et al., 2017). Owing to the fact that this was a new platform, there were no typical safe paths to be taken. Testing, analyzing, and using ideal marketing tactics were necessary because there were so many unknown opportunities. Marketing innovations such as meme marketing were vital in capturing the first mover advantage. The timing of these marketing innovations was also crucial. It was necessary for marketers to revise their existing plans in order to adapt to this shift in the media landscape A new campaigning model is being developed and tested in the industry as a result of these changes. In the past, the marketing businesses were largely unaffected by social media because it was devoid of commercial material. Social media users’ behavior and reactions must be understood in order to make the most of this new marketing tool (Bond et al., 2010; Sanny et al., 2020). As a result, advertising strategies can be more effective when they are better understood.
Currently, consumers all over the world contend with the presence of various competing brands and products (Chovanova, Korshunov & Babcanova, 2015). Brands have an impact on people’s everyday lives due to the role and effect of the internet platforms on which most are advertised. As a result, brands have an influence on the consumers’ decision-making process especially on whether to purchase a product or service or not. The impact of social media advertising and the exponential increase in online networking have resulted in a deep digital consumer penetration, especially when considering that the number of worldwide internet users currently is 4.021 billion (Statista, 2018). Kurtkoti (2016) notes further that the negative word-of-mouth reporting that arises from the negative feelings about a purchased product, especially with drink brands, spreads much faster than the positive affirmations of the brand. This is because while consumers tend to talk less about positive experiences, they often warn others against purchasing products via the internet platforms with which they themselves have not been satisfied.
Most people regard social media as a mere platform available for sharing their daily updates and pictures on social networking sites as Facebook, instagram and Twitter (Papasolomou and Melanthiou, 2012). In a more informed light, social media has proved itself to be a low cost information exchange platform available for one and all, be it consumers, businesses, organizations, governments, or any other entity, to learn, educate, share, build, market, advertise, and improvise on the central idea being circulated. Since recently Social Media Marketing (SMM) has branched out of social media to become tech strategists’ highly favoured platform for marketing purposes over conventional marketing. The electronic word of mouth forms the basis of this form of marketing. Weinberg (2009) defines SMM as an integrative process aimed at promoting goods and services over platforms of social media which has the potential to target a far wider consumer base in comparison to the traditional forms of marketing.
Reviews in the social media ads are one of the primary factors for knowing customer’s buying interest. These reviews are widely available for judging any product or service and it also creates a great value for both companies and customers. It has been noticed that customers also find it interesting to rate and review the product or service online. This helps to build a good or bad electronic word of mouth (e-WOM) which helps the customers in their purchasing decisions.
Instagram advertising is method of paying to post sponsored content on the Instagram platform to reach a larger and more targeted audience, this can influence consumer’s buying interest.Based on this background the researcher wants to investigate social media advertising and consumer interest: using instagram to advertise Pepsi
Statement of the problem
The growth of various social networking sites resulted customers to access the other features like chatting, messaging, gaming, and blogging. Presently, Instagram advertising is method of paying to post sponsored content on the Instagram platform to reach a larger and more targeted audience, social networking site which provide features such as constructing dynamic profiles, forming groups, chatting, and sharing information to others. So, the interaction over these social networking sites leads to affect the buying decision of consumers because they are in constant touch with their family members, friends, co-workers and groups or individuals. It also provides them a platform for comparison of various products or services online and this may hamper any company who is having a bad e-WOM or negative reviews. Every day, consumers make so many product purchase interest and they also like to take review from others also. Thus, the social network provides customers a good platform to gather information, advices, and reviews
Objective of the study
The main objective of the study is to investigate social media advertising and consumer interest: using instagram to advertise pepsi
- To study the influence of instagram advertisement on consumer buying interest.
- To identify the main factors which are affecting the consumer purchase interest influenced by instagram.
- To ascertain find out how favorably is instagram compare to other social media for advertising
- To ascertain the impact of instagram on pepsi company
Research Hypotheses
The following research hypotheses are formulated to guide the study
H0: There is no influence of instagram advertisement on consumer buying interest
H1: There is influence of instagram advertisement on consumer buying interest
H0: There are no main factors which are affecting the consumer purchase interest influenced by instagram
H2: There are main factors which are affecting the consumer purchase interest influenced by instagram
H0: Instagram is not favourably compare to other social media for advertising
H3: Instagram is favourably compare to other social media for advertising
H0: There is no impact of instagram on pepsi company
H4: There is impact of instagram on pepsi company
Significance of the study
The study will be beneficial to students, lecturers, pepsi company and the policy makers. The study will give a clear insight on the social media advertising and consumer interest: using instagram to advertise pepsi. The studies will in details the impact of advertising beverages using instagram especially the advantage of it. The study will also serve as a reference to other researcher that will embark on the related topic
Scope of the study
The scope of the study covers social media advertising and consumer interest. The study will limited to those suing social media in Lagos state
Limitation of the study
Limitations/constraints are inevitable in carrying out a research work of this nature. However, in the course of this research, the following constraints were encountered thus:
Non-availability of enough resources (finance): A work of this nature is very tasking financially, money had to be spent at various stages of the research such resources which may aid proper carrying out of the study were not adequately available.
Time factor: The time used in carrying out the research work is relatively not enough to bring the best information out of it. However, I hope that the little that is contained in this study will go a long way in solving many greater problems
Definition of terms
Social media: Social media are interactive media technologies that facilitate the creation and sharing of information, ideas, interests, and other forms of expression through virtual communities and networks
Instagram: Instagram is a photo and video sharing social networking service owned by American company Meta Platforms. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. Posts can be shared publicly or with preapproved followers
Consumer: A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities
This material content is developed to serve as a GUIDE for students to conduct academic research
SOCIAL MEDIA ADVERTISING AND CONSUMER INTEREST; USING INSTAGRAM TO ADVERTISE PEPSI
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