Effect of Design Elements for Social Media Ads on Consumer's Purchasing Decision

Abstract

Objective: Increased exposure on social media sites makes consumer vulnerable to digital advertising, promoting them to make a purchase. However, concentrated marketing necessitates devising innovative strategies for intriguing customers. This study assesses the impact of design elements of social media advertising on consumer purchasing decision. Method: Descriptive analytical research design was used, with convenience sample of 303 online shopping users. Data was collected through an online questionnaire-based survey which was analyzed statistically. Results: It showed that advertising image majorly affects the purchasing decision (41.6%), followed by typography (8%), design (4.8%) and lastly color (2.6%). However, the impact of image on the purchasing behavior of male differs. Conclusion: Effective and innovative strategies must be used for designing a social media advertisement.

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