Social Media Advertising Response and its Effectiveness: Case of South Asian Teenage Customers

Social Media Advertising Response and its Effectiveness: Case of South Asian Teenage Customers

Mohammad Mazibar Rahma

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Mohammad Mazibar Rahman

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Md. Mamunar Rashid

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α Hajee Mohammad Danesh Science and Technology University

Social Media Advertising Response and its Effectiveness: Case of South Asian Teenage Customers

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Abstract

Social media, a new dimension of marketing promotion mix, has made it possible for users to express their views about the companies, as well as their advertising. The purpose of this study was to test four hypotheses regarding the effects of young social media users’ attitude, behavioral response, and purchasing intention toward social media advertising in South Asian perspective. The study selected four popular social networking sites such as Facebook, Twitter, YouTube and Google Plus which indicated the highest Asian visitor and surveyed with a structured questionnaire, asking respondents to mention their attitudinal views and responses about social media and social media advertising. The result identifies variation in predictors of users’ buying decision and provides some indications for using and developing social media platform for advertisement in the developing country and describes how to reach more user response in a regular time frame with the ultimate success of purchasing goal.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Mohammad Mazibar Rahma. 2018. \u201cSocial Media Advertising Response and its Effectiveness: Case of South Asian Teenage Customers\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 18 (GJMBR Volume 18 Issue E4): .

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GJMBR Volume 18 Issue E4
Pg. 9- 16

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification: JEL Code: M37

Submission ReceivedDecember 9, 2017
Peer Review Double Blind
Handling Editor
Accepted January 4, 2018
Published January 15, 2018

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v1.2

Issue date

May 21, 2018

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Article Matrices

Total Score: 102

Country: Bangladesh

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Mohammad Mazibar Rahman, Md. Mamunar Rashid (PhD/Dr. count: 0)

View Count (all-time): 114

Total Views (Real + Logic): 3152

Total Downloads (simulated): 1527

Publish Date: 2018 05, Mon

Monthly Totals (Real + Logic):

Month 1: 25 views
Month 2: 22 views
Month 3: 54 views
Month 4: 34 views
Month 5: 59 views
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Total Views: 3152

Total Downloads: 1527

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