Empirical Evidence of Impact of Social Media Advertising on Consumers: A Study

Udita  Kujur; Sanskrity  Joesph; S. K.  Indurkar

doi:10.69968/ijisem.2025v4si123-30

Authors

Udita Kujur Research Scholar, Institute of Management, Pt. R. S. University, Raipur.
Sanskrity Joesph Assistant Professor, Institute of Management, Pt. R. S. University, Raipur.
S. K. Indurkar Assistant Professor, Institute of Management, Pt. R. S. University, Raipur.

DOI:

https://doi.org/10.69968/ijisem.2025v4si123-30

Keywords:

social media, social media platform, Unified Payment Interface, consumer awareness, consumer acceptance, social media impressions, social media engagement

Abstract

Digital payments are having a visible impact on the buying process of consumers. The unified payment Interface created by the National Payment Corporation of India has become a significant medium for financial transactions during the buying process. Dadhich, Pahwa, and Rao (2018) highlighted that perceived security concerns play a crucial role in the adoption and usage of digital payment services. Paytm Blog (2024) Ministry of Finance reported that in the financial year 2022-23, UPI Fraud increased by 11,000 cases in comparison to the previous financial year. The importance of security concerns on the usage of a service and the evident data related to the increasing number of frauds has encouraged policymakers to generate awareness regarding the fraudulent practices related to UPI. The researchers in this paper have evaluated the social media presence of National Payment Corporation of India Limited. The social media presence has been evaluated by investigating the impressions and engagement across platforms. Further an effort has been made in this paper to enquire about the impact of six advertisement campaigns launched by NPCI on 6th November 2024 for creating safety awareness on selected social media platforms. The paper is also an attempt to study the impact of social media advertising on consumer safety awareness and acceptance of UPI.

References

[1] Dadhich, M., Pahwa, M. S., & Rao, S. S. (2018). Factors influencing to users acceptance of digital payment system. International Journal of Computer Sciences and Engineering, 6(09), 46-50.https://doi.org/10.26438/ijcse/v6si9.4650

[2] Paytm Blog (2024) RBI Guidelines for UPI Frauds in Bank: Stay Protected from UPI Scam accessed on URL RBI Guidelines for UPI Frauds in Banks: Stay Protected from UPI Scams on date 7th Jan 2025

[3] Kumar, A., Choudhary, R. K., Mishra, S. K., Kar, S. K., & Bansal, R. (2022). The growth trajectory of UPI-based mobile payments in India: Enablers and inhibitors. Indian Journal of finance and banking, 11(1), 45-59.https://doi.org/10.46281/ijfb.v11i1.1855

[4] Jana, M., & Kumar, K. Digital Transformation for Social Inclusion: Role of Social Media, Promoting Digital Payment System in West Bengal. url Digital-Transformation-for-Social-Inclusion-Role-of-Social-Media-Promoting-Digital-Payment-System-in-West-Bengal.pdf accessed on 16th Jan 2025

[5] Jana, M., Longkumer, W., & Kumar, A. (2024). 'UPI Chalega 'campaign: significance of broadcast media, promoting digital payment system in West Bengal. International Journal of Information Technology, 16(1), 153-158.https://doi.org/10.1007/s41870-023-01589-w

[6] Kaur, S., Katoch, R., & Rana, A. (2022). Exploring post-adoption behavior of the UPI users with cognitive and affective factors. International Journal on Recent and Innovation Trends in Computing and Communication, 10(12), 140-154.https://doi.org/10.17762/ijritcc.v10i12.5895

[7] Pandey, L. K., & Singh, R. (2025). ADOPTING SOCIAL MEDIA PAYMENT PLATFORMS: A SYSTEMATIC LITERATURE REVIEW AND FUTURE RESEARCH AGENDA. Academy of Marketing Studies Journal, 29(2).

[8] Kirmani, M. D., Haque, M. A., Sadiq, M. A., & Hasan, F. (2023). Cashless preferences during the COVID-19 pandemic: investigating user intentions to continue UPI-based payment systems in India. Journal of Science and Technology Policy Management, 14(4), 758-779.https://doi.org/10.1108/JSTPM-08-2021-0127

[9] Maindola, P., Singhal, N., & Dubey, A. D. (2018, January). Sentiment analysis of digital wallets and UPI systems in India post demonetization using IBM Watson. In 2018 International Conference on Computer Communication and Informatics (ICCCI) (pp. 1-6). IEEE.https://doi.org/10.1109/ICCCI.2018.8441441

[10] Aaker, D., & D. Norris (1982), Characteristics of TV Commercials Perceived as Informative, Journal of Advertising Research, 22 (2), 61-71.

[11] Ducoffe, R. H. (1996), Advertising Value and Advertising on the Web, Journal of Advertising Research, 36, 43-55.

[12] Stewart D. and D Furse (1984), Analysis of The Impact Executional Factors on Advertising Performance, Journal of Advertising Research, 24, (6), 23-44.

[13] Gupta, S., Mittal, R., & Mittal, A. (2019, March). Modelling the intentions to adopt UPIs: a PLS-SEM approach. In 2019 6th International Conference on Computing for Sustainable Global Development (INDIACom) (pp. 246-250). IEEE.

[14] Acker, A., & Murthy, D. (2018, July). Venmo: Understanding mobile payments as social media. In Proceedings of the 9th International Conference on Social Media and Society (pp. 5-12).https://doi.org/10.1145/3217804.3217892