Impact of Social Media Advertisements on University Students

Abstract

This study investigates the “Impact of social media advertisements on university students of Lahore”. The main aim of this research was to find out the attitude and behavior change in university students of Lahore regarding advertisements on social media through KAP survey using questionnaire as a tool of data collection and stratified random sampling as technique. It covers demographic characteristics like gender and age group of the respondents. For age the researcher has selected Age group (18-25 y) as young adults and (26-35 y) as adult students because sample comprises of university students only, for gender researcher has selected male and female respondents. The research questions are “What is the attitude of users of social media towards advertisements?” and “To which extent users feel change in their behavior after encountering ads on their home page?” The data was analyzed through univariate and bivariate statistical procedures and results are presented in frequencies, cross tabs and findings of hypothesis testing through correlation. The findings exposed that user’s exposure to social media advertisements leads them to attitude as well as behavior change in age group (26-35 y). Moreover, results also revealed that male students are more affected by exposure to social media ads than female students.