Social Media Advertisements An Art of Attracting Digital Natives in the 21st Century

Social media advertisements play a vital role in shaping the dreams and helping the consumers in purchasing decision. Hence, the advertisers of social media use advertisements as a weapon to target the audience, specially the youngsters with regard to purchasing decision. Over the past decade the social media
ads surmounts and impress good number of digital natives and many of their parents are being digital immigrants, they solely depend upon their sons and daughters to place the order by watching social media advertisements. Hence, the overall objective of the study is to measure the art of attracting digital natives with regard to purchasing decision by watching social media advertisements. The data were collected with the help of a questionnaire and multi random sampling technique was used to represent 125 respondents from two autonomous colleges in Kanyakumari district. The result of the study points out that social media advertisements were positively impacted on youngsters between the age group of 20-21 years. The respondents buy when the ads stimulate, impressive and worthwhile only they buy the products and services. This paper also suggest that advertisers have to be very careful in not giving exaggerated facts and create atmosphere of at ease when they watch the ads.

Keywords – Social media advertisements, Purchasing decision, Digital Native.