IMPACT OF TELEVISION AND SOCIAL MEDIA FOOD ADVERTISEMENTS ON CUSTOMERS PURCHASE INTNETION IN SRI LANKA RESEARCH PROPOSAL
Background of the Study
Most commonly using method of promotion is advertisements Television and Social media(Facebook , Instargram,You tube)as a high community connected medias Food advertisements on different brands
JAN 2021 SOCIAL MEDIA USE USE OF SOCIAL NETWORKS AND MESSENGER SERVICES, WITH DETAIL FOR MOBILE SOCIAL MEDIA USE DATA ARE Nor COMPARABLE MTH REVja-JS REPORTS DUE ro CHANGES N DATA SOURCES USER NLB4BERS MAY Nor REPRESENT UNIQUE INDMDU4LS TOTAL NUMBER OF ACTIVE SOCIAL 7.90 MILLION SOCIAL MEDIA USERS AS A PERCENTAGE OF social 36.8% ANNUAL CHANGE IN THE NUMBER OF +23.4% +1.5 MILLION NUMBER OF SOCIAL MEDIA USERS ACCESSING MILLION PERCENTAGE OF TOTAL SOCIAL MEDIA USERS 98.7% SOLRCES: KEPKN 20211. BASED EXTRAPOLATK)NS OF DATA FROM COMPANY EARNINGS ANNOUNCEMENTS ANO STATEMENTS P'NFORMS ELF-SEWEE AtVERTISNG MEDIASCOP: (NEBAZAAR C.x:m •ADVISORY; SOCIAL USERS MAY Nor UNIQUE INDMIDUALS. EXCEED NUMBERS. COMPARABILNY ADVISmy: SOURCE AND BASE CHANGES HISTORICA REVLSKNS_ MAY CORRELATE WITH RGLRES PUBLISHED IN PæV»OuS EPORTS_ we are social Hootsuite
Celebrity Endorsements Informativeness Effective advertisement Repetition Source Attractiveness Cultural appeal in content
Features of the Advertisement
A few research on the impact of cultural appeal in advertisements was done in Sri Lanka. This examine how effective that use is in comparison to other features. The culture & customer buying decisions has recognized as variables which are interconnected . This has mentioned as a further researchable area in previous studies & here a effort to contribute the existing knowledge. The customers expectation from the commercials through a selected product category and the age group.
Research Questions What are the impacts of the food advertisements on customers purchase intention? What are the factors of advertisements that influence the customers purchasing intention? What is the relationship between the factors and the purchase intention?
Research Objectives To determine the impacts of the advertisements on customer purchase intention. To ascertain the factors of the advertisements that influence the customers purchasing intention. To find out the relationship between the factors and the purchase intention.
Effective Advertisement Repetition
Cultural Appeal in content
Conceptual Framework &Hypotheses
H2-There is a positive relationship between informativeness of the advertisements and the customers purchase intention.
H3-There is a positive relationship between effective advertisements repetition and the customers purchase intention.
H4-There is a positive relationship between attractiveness of the advertisements and the customers purchase intention .
H5-There is a significant relationship between cultural appeal in content of the advertisements and the customers purchase intention .
H1-There is a positive relationship between celebrity endorsement of the advertisements and the customers purchase intention.
Purchase intention comes to the mind after evaluating overall product information as an emotional response from the mind.( Prajago&Purwanto-2020)
Social Media and television advertisements
Advertisers high interest with social media in advertising . Television as a source give information and new food habits.( Priyadarshani ,2015 ) Effectiveness of Color brightness in a ad on food evolution and buying intention( Ruin Cai ,Christina Geng 2020)
Peoples favorable attitude on product encourage the celebrity endorsement.
Cultural appeal in content
Some literature prove its importance and in some its less importance
Ad repetition as a course to create high usage intention A research on detergent powder advertisement cited it. Ad repletion as a situational factor channel switching in television environment.
Advertisements attractive visual appeals grab viewers attention.
The awareness of sensitive ethical issues in making advertisements Highly concerned by the global commercials. Green purchase intention and communities subjective norms has a significant relationship.
Questionnaire Google Form Online distribution
Research Design Quantitative descriptive research Individuals in the population Minimum interference Study setting is non- contrived Time horizon is cross sectional & Positivism adhere research Research Method
2.457 million 20-35 age youth population 97 sample respondents
N = population size • e = Margin of error (percentage in decimal form) • z = z-score
Simple Random Sampling method
Analytical Tools- Correlation & Multiple regression analysis
Significance of the study
A guide for marketers to use suitable factors to the advertisements Selected factors are very close and common in general Covered influence of a least tested factor, cultural appeal in content of a commercial on purchase intention The target population is highly interacted with the television and social media platforms.
Only two advertising medias are under consideration Food advertisements were selected except taking all advertisements The youth age group(20-35 age) sample was target population. 5 features choose and in some researches they were examined deeply than ours. Future researches can study on print advertisements impact as it was not recently tested area. Comparative study can be done on the same research according to age groups.