Thesis Abstract

Abstract
Social media advertising has become an integral part of marketing strategies for businesses aiming to increase their brand visibility and attract more customers. This research project focuses on examining the relationship between social media advertising and the patronage of selected products. The study employs a mixed-methods approach, combining quantitative analysis of social media advertising data and qualitative interviews with consumers to provide a comprehensive understanding of the impact of social media advertising on consumer behavior. The quantitative analysis involves collecting data on social media advertising campaigns for selected products across various platforms such as Facebook, Instagram, and Twitter. Metrics such as reach, engagement, and conversion rates are used to assess the effectiveness of these campaigns in reaching and influencing consumers. By analyzing these data, the research aims to identify trends and patterns in social media advertising strategies that correlate with increased patronage of the selected products. In addition to the quantitative analysis, qualitative interviews with consumers are conducted to gain insights into their perceptions and attitudes towards social media advertising. Participants are asked about their interactions with social media ads, the factors that influence their purchasing decisions, and the extent to which social media advertising influences their product choices. By analyzing the interview data, the research aims to uncover the underlying motivations and behaviors that drive consumers to engage with and respond to social media advertising. The findings of this research have implications for both businesses and marketers looking to optimize their social media advertising strategies. By understanding the factors that contribute to the effectiveness of social media advertising in driving consumer patronage, businesses can tailor their advertising campaigns to better engage and convert potential customers. Marketers can also benefit from insights into consumer attitudes towards social media advertising, enabling them to create more targeted and impactful campaigns that resonate with their target audience. Overall, this research project contributes to the growing body of literature on social media advertising and consumer behavior by providing a comprehensive analysis of the relationship between social media advertising and the patronage of selected products. By bridging the gap between quantitative data analysis and qualitative consumer insights, this study offers valuable recommendations for businesses and marketers seeking to leverage social media advertising to enhance brand visibility and attract more customers.

Thesis Overview