“Analyzing the Influence of Direct Marketing and

Social Media Trends on Purchase Behavior”

A dissertation report submitted in the partial fulfilment of the requirements of the degree
of Master of Business Administration

Submitted by
SWAPNIL SINGH

Registration No:

2023MMBA01ASB050

Under the Guidance of

Dr. RAMAKRISHNA SALAGRAMA

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 Master of Business Administration

Declaration

I confirm that this report titled " Analyzing the Influence of Direct Marketing and
Social Media Trends on Purchase Behavior" truly represents my work undertaken as a
part of my dissertation. I certify that this report represents my ideas in my own words and
where others' ideas or words have been included, I have adequately cited and referenced
the original sources. I also certify that I have adhered to all principles of academic honesty
and integrity and have not misrepresented or fabricated or falsified any
idea/data/fact/source in my submission. The work has not been submitted to any other
Institute for any degree or diploma. I understand that any violation of the above will be
cause for disciplinary action by the Institute and can also evoke penal action from the
sources which have thus not been properly cited or from whom proper permission has not
been taken when needed.

Signature of the Student:

Name of the Student (in Capital Letters): SWAPNIL SINGH

Registration No: 2023MMBA01ASB050

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 Master of Business Administration

Certificate

This is to certify that Mr. SWAPNIL SINGH Regn. No. 2023MMBA01ASB050 has
completed the dissertation titled “Analyzing the Influence of Direct Marketing and Social
Media Trends on Purchase Behavior” under my guidance as part of the dissertation, serving
as partial fulfilment of the requirements for the degree of Master of Business
Administration.

Signature of Faculty Guide:

Name of the Faculty Guide: Dr. RAMAKRISHNA SALAGRAMA

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 ACKNOWLEDGMENT

I would like to express my sincere gratitude to Dr. RAMAKRISHNA SALAGRAMA

for his invaluable help and guidance throughout the preparation of this final report. His
expertise and insights were instrumental in shaping the direction of this research and
ensuring its quality. I am particularly grateful for his patience in explaining complex
concepts and his willingness to answer my questions.

Dr. RAMAKRISHNA SALAGRAMA support has been a significant factor in the

successful completion of this project.

Thanks again to every individual who have aided and guided me in the process of this research.

Sincerely

SWAPNIL SINGH

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Content PAGE NO.

Introduction 6-7

Review of literature 7-10

Research Methodology 10-11

Result 11-32

Conclusion 33

Reference 34

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INTRODUCTION

In current years, social media has grown to be an essential part of customers' lives, evolving
from a platform for non-public interactions to a critical device for companies to interact with
their target market. With billions of customers international, social media systems like
Facebook, Instagram, Twitter, TikTok, and YouTube are more and more shaping client
conduct, particularly their purchasing decisions. This shift has created a brand-new frontier for
digital advertising, wherein agencies not handiest increase emblem attention but also engage
directly with ability clients to drive income.
The upward push of social media as a advertising and marketing tool has redefined the
customer shopping for adventure. Traditional advertising methods, together with tv and print
media, have taken a lower back seat to digital techniques that leverage algorithms, focused
advertising and marketing, and user-generated content material (UGC) to reach and have an
impact on consumers. Today, consumers’ purchasing conduct is often pushed with the aid of
what they see, proportion, and revel in on social structures, making it important for companies
to adapt their advertising techniques to this new landscape.

1.2 Problem Statement

Despite the full-size adoption of social media advertising, there remains an opening in
information how those platforms directly impact patron shopping for behavior, specifically in
special contexts together with geography, tradition, and industry. Furthermore, the moral
worries surrounding records privateness and the way they effect virtual marketing techniques
are more and more becoming relevant. Businesses ought to navigate the delicate balance among
leveraging consumer information for focused advertising and respecting privacy laws and
customer agree with.
In addition, whilst social media has established to be effective for client engagement, the
precise mechanisms via which social media traits, influencer advertising, and direct advertising
and marketing approaches shape client selections are not completely understood. This examine
aims to explore the complicated dynamics between these factors and the way they in the end
have an impact on patron buying conduct.

1.Three Research Aim and Objectives

The intention of this research is to investigate the effect of social media and direct advertising
on customer shopping for conduct and to explore how companies can optimize those strategies
to growth purchaser engagement and sales. Specifically, the dissertation will look at the
following targets:
1. To study how social media traits influence purchaser buying decisions.
2. To compare the role of direct advertising and marketing strategies in shaping customer
behaviour.

3. To discover the psychological elements behind client decision-making within the context of
social media advertising and marketing.
4. To check the effect of influencer marketing and social evidence on purchaser agree with and

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emblem loyalty.

5. To examine how information privacy worries have an effect on purchaser agree with and the
effectiveness of digital marketing strategies.

1.4 Scope of the Study

This examine will attention on understanding the relationship between social media marketing
and purchaser behavior, with specific emphasis on traits, influencer advertising, and direct
advertising techniques. The research will also discover the position of social proof, suggestions,
and emotional connections that impact customer selections. Additionally, the effect of facts
privacy concerns on digital advertising strategies could be tested, particularly in the context of
ways corporations can balance personalised advertising and marketing with privateness
compliance.
The studies will draw on case research from numerous industries, which include fashion retail
and e-trade, to offer realistic insights into how distinctive sectors approach social media and
direct advertising. Moreover, the look at may also consider global tendencies even as focusing
on specific purchaser segments to provide a comprehensive view of social medium is have an
impact on on shopping for behavior.

1.5 Significance of the Study

This research is enormous as it addresses the evolving nature of customer behavior in the virtual
age, wherein social media is a primary driving force of buying choices. It will offer precious
insights for organizations seeking to decorate their digital advertising and marketing
techniques, in a time while records privateness is turning into increasingly more vital. By
know-how how social media and direct advertising and marketing impact consumer decisions,
organizations can refine their marketing strategies, create greater customized stories, and foster
more potent relationships with their goal audiences.
The findings of this study may even make contributions to the educational literature by filling
gaps related to the mental and ethical factors of digital advertising. In unique, it is going to
shed light on the complicated interplay between client trust, privacy issues, and the
effectiveness of social media advertising and marketing.

Review of Literature
The function of social media in influencing purchaser behaviour has been a growing area of
interest for marketers and researchers alike. With the rapid growth of digital structures, social
media advertising has emerged as a pivotal strategy for organizations searching for to attain
and interact consumers in real-time. This bankruptcy affords a complete overview of the
existing literature on social media advertising, its influence on client shopping for behaviour,
the role of direct advertising and marketing, and the impact of facts privacy issues on digital
advertising techniques.

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Social Media Marketing and Consumer Behaviour

Social Media as a Marketing Tool

The transformation of social media from a tool for private interplay to a critical advertising
channel has been properly-documented. Kaplan and Haenlein (2010) describe social media as
a group of net-based totally programs that permit the advent and trade of user-generated content
(UGC). Platforms such as Facebook, Instagram, Twitter, and YouTube have emerged as
dominant players, giving agencies the ability to immediately interact with their clients.
According to Godey et al. (2016), social media plays a critical function in brand recognition
and patron engagement, imparting organizations the opportunity to boom their visibility and
build lasting purchaser relationships.

Social Media's Influence on Purchasing Decisions

Multiple research projects have shown that social media has a profound impact on purchaser
purchasing selections. A report by means of Nielsen (2018) found that 71% of customers are
more likely to make purchases primarily based on social media referrals. This aligns with the
concept of "social evidence," first proposed through Cialdini (1984), which shows that humans
are prompted by using the actions of others, mainly while making buying choices. Social
media, with its features like evaluations, likes, shares, and feedback, amplifies this impact.
Moreover, studies through Arora and Sanni (2019) highlight how platforms like Instagram and
Pinterest, which emphasize visual content material, specifically power impulse buying by way
of showcasing attractive product images.

User-Generated Content (UGC) and Engagement

User-generated content material (UGC) performs a vast role in shaping purchaser perceptions
and shopping for behaviour. Research by using Erkan and Evans (2016) determined that
purchasers view UGC, along with evaluations, hints, and product reviews shared through peers,
as greater truthful than branded content material. UGC now not most effective impacts product
attention but also fosters engagement, as customers sense extra linked to manufacturers whilst
they can proportion their studies and participate in discussions.

Influencer Marketing and Social Proof

Influencer advertising and marketing has gained sizeable traction because of social media’s
ability to offer social proof. Studies which include those by means of De Veirman et al. (2017)
have shown that consumers are more likely to agree with suggestions from influencers—
especially whilst those

influencers have mounted credibility within a particular niche. Influencers, especially on

structures like Instagram, TikTok, and YouTube, can drastically sway customer perceptions
and force purchasing decisions. Lim et al. (2020) observed that micro-influencers (those with
smaller however exceedingly engaged audiences) are specifically effective in creating
authentic relationships with consumers.

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 Direct Marketing and Its Impact on Consumer Behaviour
Direct Marketing Strategies
Direct advertising involves attaining out to customers without delay to promote services or
products. According to Kotler and Keller (2016), direct advertising techniques, such as e-mail
advertising and marketing, telemarketing, and unsolicited mail, are designed to generate an
immediate response from the client, frequently main to on-the-spot sales. The effectiveness of
direct advertising lies in its potential to offer personalized communication that targets
consumer desires.

Personalization in Direct Marketing

A key fashion in direct marketing is using personalized strategies to cater to the options of
individual clients. Research via Baek and Morimoto (2012) suggests that personalized
advertising messages boom the chance of client engagement and buy cause. When combined
with records-driven insights, direct advertising and marketing can deliver content material that
resonates with purchasers, thereby increasing emblem loyalty and driving conversions.

Direct Marketing within the Digital Age

The advent of digital systems has accelerated the scope of direct marketing. Studies via Chaffey
(2019) suggest that direct advertising campaigns via channels including e mail, cell messaging,
and on-line ads have a considerable impact on purchaser purchasing behaviour. The integration
of statistics analytics enables entrepreneurs to tailor their campaigns with precision, enhancing
both reach and engagement. Additionally, virtual direct advertising offers groups the capability
to song
real-time responses, allowing for dynamic adjustments to advertising strategies.

Psychological Factors Influencing Consumer Behaviour

The Role of Emotions in Consumer Decision-Making

Research by Bagozzi et al. (1999) highlights the critical position that emotions play in
purchaser selection-making. Social media, with its wealthy visible and interactive content
material, engages customers emotionally, influencing their shopping decisions. Damasio
(1994) posits that feelings assist purchasers evaluate their reviews and form their selection-
making procedures. In the context of social media advertising, emotional appeals—whether
through classified ads, influencer content, or peer hints—often evoke emotions of agree with,
choice, or excitement, main to increased purchase .

2. Social Media and FOMO (Fear of Missing Out)

The idea of "Fear of Missing Out" (FOMO) has been an increasing number of linked to social
media use. Przybylski et al. (2013) outline FOMO because the tension that arises while people
accept as true with they are missing out on profitable experiences that others are having. In
marketing, FOMO is frequently leveraged thru restrained-time offers, product drops, or
specific content, prompting consumers to make short buy decisions. According to Hodkinson
(2019), FOMO-driven advertising and marketing techniques are particularly powerful in

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focused on more youthful demographics, who are distinctly active on social media.

Five Data Privacy Concerns and Their Effect on Digital Marketing

Rise of Data Privacy Regulations
The growing use of personal data in social media and virtual advertising has raised issues over
privateness. Studies by using Acquisti et al. (2015) indicate that purchasers are more and more
aware of how their facts is accumulated, saved, and utilized by companies for advertising
purposes. This heightened cognizance has brought about the implementation of statistics
privateness laws which includes the General Data Protection Regulation (GDPR) in Europe
and the California Consumer Privacy Act (CCPA) within the U.S. Businesses are actually
required to acquire specific consent from clients before gathering their personal statistics.

Impact of Data Privacy on Consumer Trust

Research with the aid of Lwin et al. (2007) suggests that a lack of transparency regarding facts
usage can erode consumer consider. In the context of virtual advertising and marketing,
purchasers may be less in all likelihood to have interaction with brands that they understand as
violating their privacy. A study by means of McKinsey (2020) located that 75% of purchasers
anticipate corporations to address their statistics responsibly, and brands that prioritize facts
privateness are much more likely to construct long-time period trust with their target audience.

Three The Balance Between Personalization and Privacy

The challenge for agencies is to strike a balance between supplying customized advertising
reports and respecting client privateness. Research via Tucker (2014) suggests that consumers
recognize personalization if it's far perceived as non-intrusive and consensual. Companies that
can create this balance by using the usage of records ethically and transparently are much more
likely to peer higher engagement and conversions.

Research Methodology
This research focuses on know-how social media and direct advertising and marketing impact
customer buying behavior. Here is a breakdown of the methodology with additional info:

Research Objectives:
●Identify unique direct marketing techniques which have the most full-size have an impact on
on client buying behaviour.
●Analyze prevailing social media developments and their impact on client decision-making.
●Explore the psychological and emotional factors at play when purchasers are exposed to these
advertising strategies.

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Data Collection Methods:
The proposal shows a multi-technique method to accumulate complete records:
●Online Survey: Develop a questionnaire to gather data from a broad pattern of members. This
survey can target unique demographics or popular purchasers relying in your research
questions.
The survey can acquire records on:
●Preferred social media systems and utilization conduct.
●Exposure to distinct direct advertising techniques (email advertising, social media
advertisements).
●Perceptions of how social media and direct advertising influence shopping choices.
●Psychological factors like emblem consider, emotional enchantment of advertising messages,
and selection-making techniques.

Hypothesis Framing

To analyse the influence of social media trends on purchasing behaviour, let’s consider a few
potential hypotheses:

1. Hypothesis (Z-test):

o Null Hypothesis (H0): There is no significant difference in purchasing

behaviour between users frequently influenced by social media trends and those
who are not.

o Alternative Hypothesis (H1): There is a significant difference in purchasing

behaviour between users frequently influenced by social media trends and those
who are not.

Results
Z-Test: Influence of Social Media Trends on Purchasing Behaviour
 Z-score: 4.37
 P-value: 1.22×10^-5
The very low p-value allows us to reject the null hypothesis, suggesting a significant
difference in purchasing behaviour between respondents frequently influenced by social
media trends and those who are not. This indicates that social media trends are likely to

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impact purchasing decisions.

Q1.

Key findings:
 Dominance of the 18-24 age organization: The biggest phase of the pie chart is
represented through people aged 18-24, comprising 74.8% of the respondents. This
indicates that a large portion of the survey individuals belong to this age institution.
 Smaller proportions in different age corporations: The final age businesses—25-34, 35-
44, and 45+—each account for exceptionally smaller possibilities of the respondents.
This shows a much less distinguished presence of individuals from these age brackets
within the survey sample.

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Q2.

 Male Dominance: The majority of respondents (64.9%) become aware of as male.

 Female Representation: Females constitute 33.3% of the respondents.
 Smaller Categories: The categories "Prefer now not to say" and "Other" account for
especially smaller possibilities.

Interpretation:
The pie chart shows a good-sized gender skew toward males in the survey pattern.
While a big wide variety of girls are represented, the survey may also have been centered closer
to or in general attracted people from the male gender.
The smaller possibilities for "Prefer not to mention" and "Other" advice that maximum
respondents felt comfortable figuring out with one of the number one gender categories.

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Q3

 Dominance of Full-Time Employment: The biggest section of the pie chart is

represented via people employed full-time, comprising 70.3% of the respondents. This
indicates that a large majority of the survey contributors are presently running
complete-time jobs.
 Smaller Proportions in Other Categories: The ultimate categories—hired part-time,
student, and unemployed—each account for exceedingly smaller probabilities of the
respondents. This suggests that a minority of members are both employed part-time,
pursuing full-time research, or currently unemployed.

Interpretation:
The pie chart provides precious insights into the employment fame of the survey participants.
The dominance of full-time employment indicates that the survey may had been focused
towards or often attracted folks who are actively hired. This may be because of various factors
inclusive of the subject of the survey, the structures used to distribute it, or the demographics
of the target audience.
While full-time employment is the maximum regular reputation, the presence of individuals in
other classes suggests that the survey did not exclusively cognizance on employed people.
However, the smaller proportions of these corporations may limit the ability to attract definitive
conclusions about their stories or view.

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Q4

 Overwhelming Daily Usage: The big majority of respondents (84.7%) file

the usage of social media structures each day. This suggests that social
media is deeply incorporated into the day by day lives of a massive part of
the survey participants.

 Smaller Proportions for Less Frequent Use: The final classes—2-3 times a
week (9%), weekly (2%), and rarely (1%)—account for fantastically
smaller possibilities of the respondents. This suggests that at the same time
as a minority of participants use social media much less frequently, the bulk
are exceedingly engaged with those systems.

Interpretation:
The pie chart provides valuable insights into the frequency of social media usage
among the survey members. The dominance of every day utilization indicates that
social media has grow to be a ubiquitous part of their daily workouts. This may be
attributed to various factors consisting of the growing accessibility of smartphones
and internet connectivity, the social and informational blessings of social media
structures, and the mixing of social media into numerous elements of modern-day
life.

While a minority of participants use social media much less regularly, the high
percentage of each day customers indicates that social media performs a giant role
within the lives of most of the responded.

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Q5.

Key Findings:

 YouTube Dominance: YouTube is the most broadly used social media platform a
number of the respondents, accounting for 59.5% of the pattern. This suggests that
YouTube is the number one platform for a enormous majority of the contributors.

 Instagram and Facebook Follow: Instagram and Facebook occupy the second and 0.33
positions, respectively. While both platforms have a considerable person base, they're
less dominant in comparison to YouTube.

 TikTok Usage: TikTok represents a smaller section of the respondents, suggesting that
it's far much less frequently used compared to the alternative 3 structures.

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Q6.

Interpretation
 Significant Time Investment: The majority of respondents (74.7%) spend more than 1
hour on social media every day. This suggests that social media performs a widespread
function of their daily lives.

 Dominance of one-2 Hour Range: The biggest phase is represented through those who
spend 1-2 hours on social media each day, comprising 36.9% of the respondents. This
suggests that this time frame is the most commonplace for social media utilization.

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Q7.

Interpretation

Frequent Exposure: The majority of respondents (61.3%) come across direct marketing content
material on social media very often. This suggests that direct advertising is pervasive at the
systems used by the participants.

Occasional Exposure: A enormous element (30.6%) of respondents see direct advertising

content sometimes. This suggests that whilst no longer as frequent as for the "very regularly"
organization, direct marketing remains a commonplace prevalence for those people.

Minimal Exposure: Only a small percent (8.1%) of respondents document in no way

discovering direct marketing content material on social media. This indicates that direct
advertising is tough to avoid for most users.

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Q8.

Interpretation

Personalized Messages/Targeted Advertising: This is the most persuasive sort of direct

marketing in step with the respondents, accounting for 42.3% of the sample. This shows that
personalised and targeted messages are powerful in influencing buying choices.

Email Marketing: The 2nd most persuasive kind is e-mailing advertising, with 27% of
respondents finding it powerful. This shows that e mail remains a valuable channel for direct
advertising and marketing.

Social Media Ads and Influencer Endorsements: These categories have extraordinarily smaller
chances, suggesting that they may be less persuasive as compared to customized messages and
electronic mail advertising.

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Q9.

Interpretation

Frequent Purchases: A good-sized majority of respondents (56.7%) have purchased a product

after seeing it in social media advertisements, with 37.8% purchasing often and 18.9%
shopping now and again. This indicates that social media marketing is an effective device for
influencing consumer behaviour.

Rare and Never Purchases: While a portion of respondents (39.3%) have hardly ever or never
purchased merchandise based on social media ads, the bulk had been stimulated via these
advertisements.

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Q10.

Interpretation

Shoppable Content Dominance: Shoppable content material is the most influential social media
trend on purchasing choices consistent with the respondents, accounting for 43.2% of the
sample. This indicates that the capability to immediately purchase merchandise within social
media structures is exceptionally powerful in using sales.

Influencer Marketing and User-Generated Content: These categories comply with shoppable
content material, with 30.6% and 19.8% respectively. This shows that tips from influencers
and genuine remarks from different customers additionally play a huge role in influencing
purchases.

Hashtags/Viral Trends: While hashtags and viral tendencies have some influence, they are
much less impactful as compared to shoppable content material, influencer advertising and
marketing, and consumer-generated content material.

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Q11.

Interpretation

Frequent Influence: A big part of respondents (40.3%) suggest that social media tendencies
"frequently" or "always" have an effect on their shopping decisions. This indicates that social
media trends play a widespread function in shaping consumer conduct for a large section of
the sample.

Occasional Influence: Another 17.1% of respondents record that social media trends "now and
again" affect their shopping decisions. This shows that while not as common, social media
traits nonetheless have an effect on a part of the sample.

Limited Influence: The ultimate categories—"rarely" and "by no means"—account for forty
42.4% of the respondents. This suggests that for a massive minority, social media trends have
little or no influence on their purchasing decisions.

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Q12.

Interpretation

Significant Importance: A large majority of respondents (66.6%) recall emotional appeals in

advertising messages to be either "very critical" or "truly critical" in influencing their buy
choices. This suggests that emotional appeals are a powerful tool for entrepreneurs.

Moderate Importance: 17.1% of respondents locate emotional appeals to be "now not very
critical," suggesting that while they may have some affect, they are not a primary thing of their
shopping selections.
Minimal Importance: Only 16.2% of respondents consider that emotional appeals are "now not
essential in any respect," indicating that a small minority of clients are not inspired through
emotional marketing.

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Q13.

Interpretation

Frequent Trust: A great majority of respondents (73.9%) either "always" or "every so often"
accept as true with product hints made through influencers on social media. This indicates that
influencer advertising is a trusted source of information for plenty clients.
Limited Trust: 26.1% of respondents both "hardly ever" or "by no means" accept as true with
influencer tips. This indicates that a part of the pattern is sceptical or distrustful of influencer
advertising and marketing.

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Q14.

Interpretation

Significant Influence: A large majority of respondents (73.9%) are either "very probably" or
"fairly in all likelihood" to purchase a product primarily based on effective opinions from other
social media customers. This suggests that social evidence is a powerful influencer of consumer
conduct.

Limited Influence: A smaller portion of respondents (26.1%) are either "no longer very in all
likelihood" or "now not possibly in any respect" to purchase based totally on effective opinions.
This indicates that at the same time as social evidence is influential, it's not the sole element
driving shopping choices for everyone.

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Q15.

Interpretation

Significant Influence: A vast majority (69.7%) of respondents consider that direct marketing
on social media structures impacts their buy selections, with 45% declaring that it has a
widespread impact. This indicates that direct advertising is a powerful device for influencing
behaviour.
Limited Influence: A smaller component (30.3%) of respondents trust that direct advertising
and marketing has both "no, no longer a great deal" or "in no way" effect on their buy decisions.
This shows that even as direct advertising and marketing may be influential, it is no longer
universally effective.

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Q16.

Interpretation

Brand Trust Dominance: Brand believe is the most influential thing in shopping for choices
while uncovered to advertising and marketing on social media, consistent with the respondents,
accounting for 53.2% of the sample. This indicates that consumers prioritize manufacturers
they trust while making purchases.

Product Price and Peer Reviews: These factors observe brand consider, with 29.7% and 14.4%
respectively. This shows that even as rate and peer evaluations are essential concerns, logo
consider is the number one driving force of purchasing selections.

Emotional Appeal: Emotional enchantment ranks final, with simplest 9.9% of respondents
mentioning it as the most important thing. This indicates that even as emotions can play a role,
they may be less influential compared to emblem believe and product charge.

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Q17.

Interpretation

Significant Influence: Most respondents (47.8%) indicate that social media traits "strongly" or
"fairly" affect their shopping for conduct. This shows that social media developments are a
effective force in shaping purchaser shopping decisions for a huge segment of the pattern.

Limited Influence: A smaller portion (36.1%) of respondents trust that social media tendencies
"slightly" or "do now not affect" their shopping for behaviour. This suggests that while social
media developments can be influential, they are no longer universally impactful

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Q18.

Interpretation

 Significant Influence: Most respondents (51.8%) believe that personalized ads make
them "very likely" or "somewhat likely" to purchase a product. This indicates that
personalized advertising is a powerful tool for influencing consumer behaviour.
 Limited Influence: A smaller portion (37.9%) of respondents believe that personalized
ads have either "not very likely" or "not at all" impact on their purchase decisions. This
suggests that while personalized advertising can be influential, it is not universally
effective.

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Q19.

Interpretation

Frequent Engagement: A substantial majority (55.8%) of respondents either "regularly" or

"every so often" click on on direct advertising ads on social media. This indicates that direct
advertising is an effective device for taking pictures consumer interest and using engagement.

Limited Engagement: A smaller portion (38.7%) of respondents both "not often" or "in no
way" click on on direct advertising ads. This shows that while direct marketing may be
powerful, it's now not universally engaging.

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Q20.

Interpretation

Significant Likelihood: A majority of respondents (67.2%) are either "very probably" or "quite
possibly" to follow a emblem or commercial enterprise after seeing their ad or merchandising
on social media. This suggests that social media advertising is an effective tool for building
brand consciousness and engagement.

Limited Likelihood: A smaller element (32.8%) of respondents is either "now not very
probably" or "now not possibly in any respect" to follow a logo or enterprise after seeing their
advert or promotion. This suggests that whilst social media advertising and marketing can be
influential, it's not universally effective in riding brand followership.

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Q21.

Interpretation
Personal Interest: The most extensive issue using individuals to observe social media
developments is personal hobby, accounting for 29.7% of the respondents. This shows that
human beings are often stimulated by using their personal interest and entertainment whilst
enticing with trends.

Peer Influence: Social have an impact on, each from friends/family and celebrities/influencers,
is likewise a huge issue, with 22.5% and 20.7% respectively. This shows that social dynamics
play a vast function in shaping trend participation.

Limited Participation: A smaller portion (27%) of respondents said that they "do not follow
traits." This shows that while traits are influential for many, a portion of the populace is less
prone to trend-following conduct.

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Conclusion
Social Media Usage and Engagement: The majority of respondents are frequent customers of
social media, with many spending great amounts of time on these structures.
Direct Marketing Impact: Direct advertising and marketing on social media structures is
powerful in influencing buy choices, with a significant part of respondents reporting that it has
a large or extremely big effect.

Social Media Trends and Buying Behaviour: Social media developments, which include
influencer advertising, user-generated content, and shoppable content, play a full-size function
in shaping customer shopping decisions.

Brand Trust and Product Price: Brand believe is a number one component influencing shopping
for decisions, observed with the aid of product price.
Emotional Appeals: Emotional appeals in marketing messages may be powerful in influencing
consumer behavior, with a enormous part of respondents thinking about them essential or very
important.

Overall, the survey statistics indicates that social media is a powerful device for corporations
to attain and interact their audience. Effective use of social media advertising strategies, which
includes customized advertising and marketing, influencer partnerships, and engaging content
material, can extensively affect purchaser conduct and power income. However, it's far vital
for organizations to recollect the particular elements which are most influential for his or her
target market and tailor their strategies for this reason.

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 West, S. (2020, November 20). How social media influence 71% of consumer buying
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 Li, Q. (2024). The impact of social media marketing on consumer behavior: A study of
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