AN EMPIRICAL STUDY OF ADVERTISEMENTS OF PRODUCTS ON SOCIAL MEDIA PLATFORMS

As one of the off-suits of Marketing, advertising is a process involving communication, marketing, public-relation, information, and persuasion. Traditional concepts, ways, means, techniques and strategies of marketing and advertising are obsolete, no more in fashion. One of the most widely used and considered to be a powerful tool for marketing and advertising these days has been Social Media. In fact, Social Media has changed the very face of marketing and advertising. Hence, an empirical study has been made to look into the usage of social media platforms like Facebook, Twitter, and Instagram etc. and to identify types of product categories advertised on social media. In all, 876 Social Media users in Gujarat State were administered a questionnaire using convenient sampling method. Different products covering different sectors and products like Banking, News and Media, Advertisements, Clothing and Accessories, Travel and Hospitality, Matrimonial, Employment, etc have been covered. Data received have been analyzed using Mean, Median, Frequency, and Factor Analysis. Finally, the paper presents major findings and conclusion.