A Qualitative Study on the Outcomes of Social Media Advertising

Abstract

In this modern digitalized world, almost everyone is attached with internet. So there is an opportunity for the advertisers to use the social apps/internet for the purpose of advertising. This study was conducted to check the impact of social media advertising on customers’ purchase intention while considering the customers’ motivation and customers’ perception as mediating variables. This is a qualitative study based on the interpretivism philosophy which is conducted on university students in China. The population for this research was the entire students of the university and the data were collected through interviews from 10 respondents. The respondents were the students of different departments of the university owning the smart phones and using Facebook and Instagram. Framework analysis approach was used to see the common responses of students regarding outcomes of social media advertising. The results have indicated that advertising on social media increases customers’ motivation and improves perception of the company for viewers which ultimately enhances customers’ purchase intention.