Volume/Issue/Review Month: Volume-XVII, Issue-II, Jul.-Dec.
Title: An Empirical Investigation of the Factors Affecting Social Media Advertisements on E-tailing in Odisha
Authors: Sharanika Dhal, Deepti Ranjan Sabat , Pritidhara Hota
Broad area: Marketing
Abstract:
This study aims to determine their involvement and elucidate how it affects consumer choice. Social media is a potent and economical tool for consumer product promotion. This study identifies various factors affecting social media advertisement. This study adopted empirical analysis of primary data. The respondents of this survey were 659. A structured standard questionnaire of 41 Nos. was used as the research instrument in this investigation. The technique of sampling Data was collected after the questionnaire was distributed via email and social media. By using a standardized questionnaire regarding the various factors that are affecting social media advertisements. Data is collected from Dec 2023 to August 2024. Data dependability is examined using a Varimax rotation and Cronbach's Alpha evaluation. Tables 3 and 4 reveal that Cronbach's Alpha for all 30 standardized items indicates that the data is reliable, KMO (Kaiser-Meyer-Olkin) assesses sample adequacy, and Bartlett's test of sphericity, with a p-value of 0.000, indicates that the data is significant. Four factors with components having Eigenvalues of > 1.0 were obtained from the factor analysis (Presented in Table 5). Then the data underwent descriptive statistics and Exploratory Factor Analysis (EFA). It is statistically proven that there are four factors affecting social media advertisements on consumers’ buying decision-making. Cumulative Variances are described as respectively i.e. Positive reviews and comments (25.06%), Visuals and slogans (46.64%), Attractiveness (60.65%), Trustworthiness (72.30%), etc. Studying social media advertisements and their effects on e-tailing can provide valuable insights into targeted advertising, ROI, brand visibility, customer engagement, conversion optimization, competitive advantage, and strategy refinement.