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IMPACT OF TELEVISION AND SOCIAL MEDIA FOOD ADVERTISEMENTS ON CUSTOMERS PURCHASE INTNETION IN SRI LANKA RESEARCH PROPOSAL

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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

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Celebrity Endorsements Informativeness Effective advertisement Repetition Source Attractiveness Cultural appeal in content

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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.

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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.

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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.

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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.

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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.

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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

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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

Analytical Tools- Correlation & Multiple regression analysis

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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.

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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.

IMPACT OF TELEVISION AND SOCIAL MEDIA FOOD ADVERTISEMENTS ON CUSTOMERS PURCHASE INTNETION IN SRI LANKA RESEARCH PROPOSAL

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