Consumers’ Perception Towards Social Media Advertising Towards Electronic Goods In Cuddalore District In Tamilnadu
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Abstract
In the modern world, technology is playing a pivotal role of human life. Especially, it plays an important role in marketing of electronic products in the market. In the recent decade social media such as Facebook, Instagram, YouTube, Twitter have close touch with majority of people. Hence markets of electronic goods make advertisements through social media for their products. In this context, the researcher studied the perception of the customers of electronic goods on social media advertising towards electronic goods in Cuddalore district in the state of Tamilnadu. The sample size of the study was 750 respondents who were using social media and bought electronic goods using proportionate sampling technique. The researchers collected primary data through a questionnaire. The researcher applied the statistical tools of mean, standard deviation, coefficient of variation, Factor Analysis, students t-test and One-way ANOVA as statistical tools to analyse the data. The study found that the perception level of the customers was more on the factor of “Effectiveness” of social media advertising on electronic goods, followed by their perception level was also high on the factors of “Creating Brand Image”, “Creating Purchase Intention” and “Interestingness”. Hence social media advertising on electronic goods are more effective, it creates brand image, it intend the customers to buy and the advertisements are more interesting. Their perception level was low on the factor “Completeness”, “Product View” and “Informativeness”. The study also found that there was a significant differences on perception level of the respondents on social media advertising about electronic products and their gender, age, education and income.
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References
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