Abstract:
Introduction- The main puipose of this research is to find the effectiveness of Facebook
‘apparel’ banner ads through measuring correlation with consumer response. Consumer response
was measured with 05 variables which include brand awareness, sales, click through rate,
capturing consumer sight and brand recall. The researcher wanted to find that 'Apparel" banner
ads on Facebook create consumer response or not.
Methodology- To achieve this goal the researcher has used a probability sampling approach.
Within this stratified random sampling as a technique has been used to gather the anticipated
data. Questionnaires have been used as a research instrument; the sample size taken comprises of
384 respondents. Responses were collected from youth ranging between the ages of 20 to 35
from universities in Karachi.
Findings-There is a positive correlation between visibility of apparel banner ads on facebook
and consumer response. Within this there were some dimensions inclusive of consumer response
like brand awareness, consumer click through rate and capturing of consumer sight which
showed a significant correlation, however other dimensions inclusive of consumer response like
brand sales and brand recall scored low on significance.
Research limitation and Practical Implications- The sample size for this research is 384 and
this study is conducted in Karachi; both these factors can limit the generalizations of this study
across country. This research includes pragmatic implications for all advertisers from the said
city using Facebook as a media vehicle to generate awareness and favorability form their
prospects. Advertisers may get comprehensive information from consumer response. The same
are likely to guide businesses towards achievement of marketing objectives.
