Consumer Perception on Sponsor Advertisements on Social Media

2025-06-05

This study explores how sponsored advertisements on social media influence user perception, engagement, and purchase behavior in Nepal. Conducted through a quantitative survey using Computer Aided Personal Interviewing (CAPI), it engaged 500 respondents from Kathmandu, Pokhara, Butwal, Janakpur, Lalitpur, and Narayanghat. The research highlights how users interact with sponsored ads across YouTube, Facebook, and Instagram, and what drives their attention and action.

Findings show that 54.2% of users “sometimes” notice sponsored ads, with YouTube (91%), Facebook (78%), and Instagram (53%) being the top platforms for exposure. Fashion and apparel (69%), food and beverages (65%), and electronics (55%) were the most noticed ad categories. Respondents preferred content offering discounts, reviews, or useful information, while 74% found irrelevant ads distracting. In terms of engagement, 52% had clicked on sponsored ads, and 33% purchased clothing influenced by them within six months, showing meaningful conversion. Female respondents showed higher purchase rates (73%) than males (54%), indicating stronger responsiveness to visual and lifestyle content.

Overall, the study reveals that sponsored ads on social media are widely visible but effective only when relevant, engaging, and value-driven. Clear offers, credible content, and audience-targeted strategies remain key to improving engagement and purchase impact.

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