Consumer’s Attitude towards Social Media Advertising of Health Products In Ukraine and Russia
Fareniuk, Anastasiia (2019)
Fareniuk, Anastasiia
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121127690
https://urn.fi/URN:NBN:fi:amk-2020121127690
Tiivistelmä
The use of social media in marketing and advertising have been rising for the past years and it is still rising now as well as social media is an advertising platform has various advantages. And nowadays social media is one of the main and best ways for brands to advertise their product/services.
The main tasks and objectives are to understand the role of social media in marketing and understand what are the attitudes of the consumers towards social media advertising in general and social media advertising of health products in particular.
For the method of the research, both qualitative and quantitative methods were used mak- ing a mixed method of the research. Because of the presence of multiple choice questions as well as open-ended questions in the online questionnaire, the mixed method was chosen. Nevertheless, the emphasis was put more on the qualitative method as it is mostly referring to the social aspect and understanding and not so much to the numbers and figures. As for the theoretical framework, the theory of planned behavior by Ajzen (1991) was used with its three main factors: attitudes, subjective norms and perceived behavioral control.
Results of the research showed that overall, the consumers attitude towards adverting in social media is mainly positive for the majority of the respondents from Russia and Ukraine. Especially when it comes to the social media advertising of health products (mainly on In- stagram), respondents react to such advertisement in a very positive way, not to mention the fact that to the most of the respondents, such advertising of health products is inspiring and motivational, helps to follow a healthier lifestyle.
The research was conducted in the marketing sphere, mainly in social media marketing (SMM), thus the results show the actuality of advertisement of health products in social media and consumer’s attitudes towards it. Also, for this research, the online questionnaire was used to determine the attitude towards social media advertising of health products from the consumers only from Ukraine and Russia.
The main tasks and objectives are to understand the role of social media in marketing and understand what are the attitudes of the consumers towards social media advertising in general and social media advertising of health products in particular.
For the method of the research, both qualitative and quantitative methods were used mak- ing a mixed method of the research. Because of the presence of multiple choice questions as well as open-ended questions in the online questionnaire, the mixed method was chosen. Nevertheless, the emphasis was put more on the qualitative method as it is mostly referring to the social aspect and understanding and not so much to the numbers and figures. As for the theoretical framework, the theory of planned behavior by Ajzen (1991) was used with its three main factors: attitudes, subjective norms and perceived behavioral control.
Results of the research showed that overall, the consumers attitude towards adverting in social media is mainly positive for the majority of the respondents from Russia and Ukraine. Especially when it comes to the social media advertising of health products (mainly on In- stagram), respondents react to such advertisement in a very positive way, not to mention the fact that to the most of the respondents, such advertising of health products is inspiring and motivational, helps to follow a healthier lifestyle.
The research was conducted in the marketing sphere, mainly in social media marketing (SMM), thus the results show the actuality of advertisement of health products in social media and consumer’s attitudes towards it. Also, for this research, the online questionnaire was used to determine the attitude towards social media advertising of health products from the consumers only from Ukraine and Russia.