The Influence of Social Media Ads on Customer Preferences

Abi Shalini Tamil Selvan, B.E.

Master's thesis

Abstract:

With social media, marketers may now reach billions of people globally and it has become a crucial part of consumer behavior. Benefits like product search, brand partnerships, and convenience are the main emphasis of marketers when creating social media strategy. As social media usage keeps growing, companies need to modify their tactics to fit current trends and user preferences. Around 2 billion people use social media sites regularly worldwide, and 4.9 billion individuals spend two hours there. In terms of generating money, video platforms are anticipated to yield the biggest return by employing pop-up ads in between content to draw in new clients and promote repeat business from current clients. The role of social commerce and influencers has grown significantly, as shown on YouTube and Instagram. Therefore, the present research aimed to study the influence of Social Media Ads on Customer preferences. The study is descriptive in nature and makes use of primary and secondary data. Primary data is collected with the help of questionnaire survey method with a sampling technique of non-probability convenience sampling, considering a sample size of 160 respondents. Data collected is analyzed and statistical tools, Correlation analysis, Regression, Chi-Square test and Anova has been used. The results derived from the study reveals that Gender and Age does not have a significant influence over visual content preferences. Reels and Video posts are found to have more influence compared to carousel posts. It is concluded that social media marketing increases brand participation, which influences customer choices. Various Instagram marketing strategies affect consumer preferences and help build customer trust, which in turn encourages faith in the brand's quality and desire to buy.

Keywords

Social media ads, Customer preferences, Brand perception

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 30. 3. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 30. 5. 2025
• Vedúci: Ing. Tereza Balcarová, Ph.D.
• Oponent: Veronika Zajíčková, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
International Trade and Business