Social Media Based Advertisement

Question: Discuss about the Report for Social Media Based Advertisement. Answer: Introduction In the context of social media based advertisement, this research proposal is effective because it will develop the understanding towards the importance of the research topic for water producing company. The research study will have to conduct on the basis of selected research topic with the help of detailed discussions about the different parts of research study such as literature review, objectives and questions of research, methodology of research, data sampling and data gathering process with data analysis method. Part of literature review will define the role of social media based marketing towards the purchasing motives of the customers and its role in the purchasing decisions. This section of the research study defines how the social media based advertisement will help the water bottle producing companies to promote their products. Part of research methodology defines the strategies, methods, approaches and philosophies for this research study which will provide the effective information in the context of research problem to solve it in more acceptable manner. This main aim of this section is to develop the understanding towards the benefits of social media in the promotion of the water bottle. For this research, many journals and articles have been used by the researcher to make an effective balance between the topic of the research and required related data. Hence, this research study will define how the companies of packed water can use social media to attract the customers towards the products through influencing their purchasing motives. Research Title: To find the impact and influence of the Social media based advertisement on the purchasing motive of consumers in the context of packed water bottle in the context of Australia. Objectives for Research To explore the role of social media based advertisement in context of packed water bottles marketing? To evaluate the impact of social media based advertisement leads the purchasing motives of a customer? To exhibit how the impacts of social media based advertisement influence the motives of customers in the term of packed water bottle in the Australian market. Literature Review Social media based advertisement Effective advertisement is most important to an organization in the current competitive market otherwise; it will be very difficult for a company to convey an important message to each target customer effectively (Allen, Semenik O'Guinn, 2011). Efficiency of advertisement medium defines the success of organizational advertising process. There are several organizations in the present business environment, which has used social media for advertising purpose due to its advtange to reach the customer at any time through the internet (Weerawardena, 2003). In the current business environment, every business industry is facing the strong competition and trying to reach the target customers through more effective ways for making proper communication. In this context, it can be stated that the social media channels are effective tools to companies for promotional activities. Through the use social media, the organizations do not only promote their products but also influence the purchasing attitude and behavior of customers. Allen, Semenik O'Guinn (2011) argue that the users of online based social media are increasing due to the drastic improvement in Internet speed and related facilities. On the other hand, the growth of Smartphone users has also motivated the companies to use the platform of social media to promote products. As it is the cheapest medium of advertising among the companies.According to Dholakia Fortin (2005), social media provide huge customers to companies at a time. Hence, effective use social media may help the organizations to ensure the flow of regular information to customers. Kim, Kim Park (2010) define social media as the most effective means of advertisement because of its reach and influence. The researcher states that a large community of every country is using social media to influence the buying behavior of the customers. Hence, it is increasing the chance for companies to explore their marketing activities effectively.In the view of Nesbitt-Larking (2010), the number of social media users are increasing gradually. Therefore, the companies are taking it as an opportnity for advertising purposes. Through this, companies can target different groups of customers without any issue and on contiuous basis which is not possible with other means of advertisement. Kent Taylor (2010) has also favored view of Nesbitt-Larking (2010) by saying that people, who use social network sites for chatting are also showing interest to look for advertisements on the page. In similar manner, Voorveld (2011) depicts that it is seen that social media based advertising attract the attention of many of the users but it has some limitation in comparison of other means of advertising.As per the statement of Fuchs Sandoval (2010), also a large customer base of social media sites does not carry an effective advertisement. It can be determined through the rate of conversion from viewers of the advertisement into potential customers. Aykac, Kervenoael Palmer (2009) defines an advertisement with the help of social media as a very cost effective process to deliver a message to customers, while traditional advertisement needs more money, which also increases products price. Similarly, Pearce Prestin (2010) says that low cost of advertisement attracts companies to use social media to explore products on webpage.Clemons (2009) defines social media as a tool of advertisement to get a better result in comparison to the other methods. Hence, the companies want to investment in social media advertisement to ensure its effectiveness for their business. Tuten (2008) also says that the growth in the use of social media by companies to promote the products; the social media organizations have also increased their rates. Hence, it is no longer effective for the companies to promote products for changing customers motives. But Camarero Jos (2011) and Hsu Tsou (2011) describe social media based advertisement as an effective tool to get queries of customers and solve them before the purchase of the product. Due to this, organizations can motivate the customers to purchase the products for long-time.On the other hand, Peattie Peattie (2009) defines the role of customers feedback on social site as a promotional element of the products that motivates other users as well towards the products without the effort of the organization. Bratton Susan (2008) defines the effectiveness of social media based communication between the customers on the basis of products performance as a vital element for the organization in marketing to ensure the demand for products.Apart from this, it keeps marketers in touch with the current trends in the field of advertisement. With the introduction of technology, there are so many changes with the advertisement field.Dholakia Fortin (2005) defines the changes in customers pref erences and taste on the basis of others decisions, experience and views. In this context, social media based advertising facilitates the organizations to provide the after sales experience of product users in the comment box on social media platform. Hence, it influences the motives of customers directly rather any other method.Impact of social media based advertisement on motives of a customerIn the words of Weerawardena (2003), the mix of advertising plays an important role in influencing customers behavior and attitude. Hence, it is an important element for any organization to make effective public relations. Social media is a tool to reduce the negative motives of the customers towards any products. This is because it provides an open platform to the customers to discuss their issues, and benefits that can be read by any individual at any time. Hence, it is an effective process to improve awareness of customers and motivate them to purchase the products (Weerawardena, 2003). On the other hand, Odunlami Ogunsiji (2011) depicts that organizations are using social networking sites to convey quick message to customers. It improves the knowledge of the customers through tell about the qualities, benefits and performance of products through the real experience of customers. Hence, it is a tool to motivate the customers to feel similar experience as like other customers. Therefore, it maintains the organizational image and develops the effective image of the brand in mind of customers before purchasing (Odunlami Ogunsiji, 2011). Thus, it can be said that advertisement through social media encourages potential customers to make a strong decision for re-purchasing products before going to market.Influence of Social media based advertising on purchasing motives of CustomersFre et.al (2004) define the benefits of social media based advertisement for the organization in the term of products promotion and proper use of advertising facilities. As a result, the custo mers get satisfaction about the products that are not possible in other advertising methods.Soroa-Koury Yang (2010) give the supportive statement in favor of Fre, et.al (2004) and depicts that social media based advertisement reduces communication gap that motivates the target customers to make effective image of the product and match the performance with it. Research Questions With an intention to contribute more in my research and for inquiring impact and influence of social media based advertisement on the purchasing motive of consumers in the context of packed water bottle would like to gone through the help of following questions: What are the impacts of social media based advertisement on the purchasing motive of consumers? Do social media based advertisement influence the purchasing motives of customers in the term of packed water bottle? How the impact and influence of social media advertisement play role in the selling of a packed wattle bottle in the context of Australian Market? Methodology for Research Research Philosophy To conduct an effective research study, two philosophies are generally used by the researchers that are interpretivism philosophy and positivism philosophy. These are used by the researcher effectively to get reliable research outcomes (Bergh Ketchen, 2009). In the context of this research study, the interpretivism philosophy is used rather positive because it is only helping the researcher to collect different approaches at a place. It also requires subjective interpretation of collected information. Research Approach It presents the reason for the selection of specific researcher process. There are two approaches that are inductive approach deductive. For this research study, the inductive approach is selected rather deductive because it can be used with interpretivism philosophy and it does not need to formulate researcher hypothesis. This approach is also used because it helps to collect data from a large sample size and it does not need to justify the data as like deductive approach. Research Design Quantitative and qualitative are two research designs to conduct the research study (Bergh Ketchen, 2009). For this research, the qualitative research design has been selected by the researcher because only this method can help the researcher to analyze the decision making behavior of the customers with the impacts of advertisements related to the products on human behavior. Research Strategy Research strategy enables the researcher for conducting entire research in reliable manner because it includes literature review, survey, case study, and focus group to get reliable data related to research problems (Jonker Pennink, 2010). For this research, case study and literature review are selected to collect the information and data related to the impacts of social media based advertisements in the purchasing motives of the customers. Data Collection Method Primary and secondary are two means of data collection. Primary data is first time collected data, while secondary data is already collected by other researchers previously (Jonker Pennink, 2010). To conduct this research, both data sources are selected. Primary data will be collected from employees and users of packed water bottle companies and secondary data will be collected from literature review and the related case study. Through this, the researcher can be able to reach effective data analysis to find the solution of a research problem. Sampling Procedure This method helps the researcher to select target sample from the whole population to get reliable information related to research problems (Jonker Pennink, 2010). For this research, non-probability based sampling method will be used it will not require huge time to get the respondents consent and help the researcher to collect reliable data under assumed research budget. Data Analysis It is an essential part of research methodology. It includes various methods such as content analysis, excel, SPSS and etc to analyze the collected data (Jonker Pennink, 2010). In this context, this research study will use the graphic based content analysis because it will help the researcher to provide reliable outcomes under the interpretivism philosophy. Further, it is also matched with a qualitative research study. Project Plan Following plan is made to complete this research. Tasks Weeks 1 2 3 4 5 6 7 8 Research Objectives and Question finalisation Existing Literature Review Develop Research Method and Process Collect data Conduct Survey if required Data Analysis and Presentation Review of the research Conclusion and recommendations Preparing Final report for submission Documentation Final Submission Conclusion On the basis of above discussion, it is summarized that the advertisement through the help of social media plays significant role in influencing the purchasing motives of customers that help the packed water bottle companies to convert customers into target consumers easily. Additionally, the above literature defined that how the advertisement through the help of social media helps the packed water bottle companies to spread the information about the products to customers by increasing their awareness towards the benefits of packing water. This research also revealed that how this type of advertisement influences the purchasing motives of the customers without making any kind of increment in the price of per bottle water. This research also presented various effective strategies, which may help the water companies to enhance the advertisement activities in a more aggressive form to ensure the flow of valuable information from the company to customers directly to reduce and replace co mmunication bug. To conduct this research study, the interpretivism research philosophy has to use because only it can enhance the quality and validity of the research. This philosophy is selected to collect enough amounts of the data related to problem of research. For this study, the qualitative research is used because only this design is able to help the researcher to get the proper and complete answers of each research question, which have risen before conducting the whole research study. Literature review and case studies are selected as a research strategy to collect required information related to research topic. To conduct this research, non-probability sampling method has been used. As secondary data sources, websites of bottle packed water producing companies, research articles, journals and related books are selected. To make analysis of collected data, the graphical data method has to use to get reliable and valid research outcomes. References Allen, C., Semenik, R. O'Guinn, T. (2011) Advertising and Integrated Brand Promotion. USA: Cengage Learning. Aykac, S., Kervenoael, R. Palmer, M. (2009) Online social capital: Understanding e-impulse buying in practice. Journal of Retailing and Consumer Services, 16 (4), p. 320-328. Bergh, D. Ketchen, D. (2009) Research Methodology in Strategy and Management. United Kingdom: Emerald Group Publishing. Bratton, S. Susan, D. (2008) Evans, Social Media Marketing: An Hour a Day. USA: John Wiley Sons. Camarero, C. Jos, S. 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