verifiedMuhsira Pananchery
M.Com Scholar • Post Graduate Financial Analyst
A Study on the Impact of Paid Social Media Advertising on Small-Scale Businesses in Malappuram District
Project Overview
This study examines the impact of paid social media advertising on small-scale businesses in Malappuram District, Kerala. It focuses on understanding how paid advertising through social media platforms relates to customer trust, physical store visits, and business sales.
The study aims to explore the role of paid social media advertising in connecting online promotional activities with customer responses and business performance.
Descriptive & Analytical Framework
The study follows a descriptive and analytical research approach, bringing together the perspectives of small-scale business owners, consumers, and social media users.
Research Coverage (Planned Sampling)
Entrepreneurs
From small-scale businesses using paid advertisements
Consumers
Active consumers and social media users surveyed
In-Depth Interviews
Qualitative deep-dives with local business owners
Consumer Interactions
Qualitative interactions and perceptual responses
Study Area & Geographic Scope
Malappuram District, Kerala, India
Encompassing major commercial nodes including Tirur, Manjeri, Perinthalmanna, Kondotty, and Parappanangadi.
Key Areas of Focus
Customer Trust
Understanding consumer perceptions of businesses that use paid social media advertising.
Physical Store Visits
Exploring the relationship between online advertisements and visits to physical business locations.
Business Sales
Examining how paid social media advertising relates to sales performance among small-scale businesses.
Note: The figures above describe the planned research coverage stated in the synopsis; they are not completed research findings.