Assignment Brief Module code and title Assignment title/No. Grading percentage Deadline/ Hand-in ACOL 304 RESEARCH AND EVALUATION PROJECT 1 Final Exam 40 % As in Moodle Assignment. Assignment description: As a group you are required to design, develop and finalize a simple research to answer a specific research question and verify a research hypothesis in the field of communication and advertising. The research should be based on Qualitative and Quantitative methods. Finding should be expressed in a written form and as a visual presentation to the class. Project learning outcomes: 1. Apply research methods to relevant and specific issues. 2. Demonstrate competence in presenting information in written, oral and visual form in a way that clearly explains the underlying concepts. 3. Show good evaluation skills supported by sound research, referencing and annotation abilities. 4. Reflect developments in the Kingdom of Saudi Arabia. 5. Respond to technical and organisational innovations in the field. Tasks to be covered: Introduction Explain your main research question and hypothesis focusing on its: originality, insightfulness, importance. Explain the design of your research: main objective and hypothesis, sub-objectives, relation between objectives and methods. Literature Review Summary/description of recent scientific sresearches related to your specific research question. Methodology Description of the methods used in order to achieve the goals of the research. Qualitative and Qualitative Research Findings Apply the research method that you choose on the selected research topics. Then, insert, analyze and discuss the findings. Conclusion Express clearly the result of all your research. Students should submit a written report and a visual presentation. Additional requirements: • • Group of 2-5 people. Individual contribution in the group work should be clear. Technicalities: • A clear structure of the proposal with headings. • Accurate use of Harvard referencing system (in---text and reference list). • Accurate use of grammar and spelling. • Accurate cover page format. • Inclusion of page numbers. • Table of Content. • Appendix. • The work should be: consistent, clear, correct, complete, characteristic. • The Visual presentation should be different from the written report. Facilities/ Source of information: • • • Textbooks Academic Journals Databases Referencing your work: Harvard referencing is required when using any book, article, journal or online references in the assignment. Plagiarism and cheating: Your attention is drawn to the University’s stated position on plagiarism. THE WORK OF OTHERS THAT IS INCLUDED IN THE ASSIGNMENT MUST BE ATTRIBUTED TO ITS SOURCE (a list of references and bibliography must be submitted). Please note that this is intended to be an individual piece of work even if in the frame of a group work. Ensure that you read through your work prior to submission. For some assignments teachers could use the University Plagiarism detection service ‘Turnitin’. Action will be taken where a student is suspected of having cheated or engaged in any dishonest practice. Students are referred to the University regulations on plagiarism and other forms of academic irregularity. Students must not copy or collude with one another or present any information that they themselves have not generated. Assignment Submission: Written assignments, report and visual presentation, should be submitted as soft copy via the moodle. Note: Late submission by one minute will be considered a one-day late submission. Jinan Sabouni - NAG311 Shahad Nabalawi – OA5052 Nouf Radwan – OA5041 Mysam Alyawar – OA5137 Final Research 1/6/2018 Research Evaluation 1 Sec 2 Dr. Leonardo Romei 1 Table of Content: • Abstract • Introduction • Literature Review • Qualitative Research Findings • Quantitative Research Findings • Method Used • Methodology • Why Jeddah College of Advertising • Thesis • Hypothesis • Sub Hypothesis • Conclusion • References • Bibliography • Appendix: The Qualitative and Quantitative Questions • Group Members’ Tasks 2 How Advertising Communication Are Perceived by the Advertising Design and Part Time Job Students in Jeddah College of Advertising Abstract: This research is all about JCA Students "Jeddah College of Advertising", who are studying the advertising design major and they have paid jobs at the same time. It is all about finding out how do these students category perceive and notice advertisements? What type of media do they prefer "traditional or non traditional media"? Are they interested in watching advertisements or not? All of these questions were perfectly answered by using two methods, which are the qualitative and quantitative research. In the qualitative research, the questions were more general than the quantitative research. It has been reached in the qualitative research that these students category prefer the non-traditional media "Digital Advertising" than the traditional one, which includes TV and radio advertisements. However, the quantitative research has strengthened the research by going deeply to ask more specific questions in order to reach a more accurate answer, which is to know what type of non traditional media "Digital Advertising" is the best to be used in order to reach the target audience. Everything is going to be deeply addressed during the whole research. 3 Introduction: Lifestyle is the way of how an individual or a family lives. Since people are different, this means that each one of them has his/her own lifestyle and personality that identifies him\her from others. However, there are some people who have similar lifestyle based on their major study, same work or same social status. This research paper focuses on discussing the students' lifestyle of Jeddah College of Advertising, who are studying the advertising design major and they have paid jobs at the same time. It focuses on studying how and where does this student category receive advertisements. The aim of this topic is to know how much the advertising can reach the targeted audience per day. Referring to the previous lines, the main objective behind this research is to understand the lifestyle of advertising design students of Jeddah College of Advertising, who work and study at the same time and find the best and most affective ways to reach them through advertisements. Furthermore, the sub objective is to understand those students' insights and perceptions towards the advertising communication and how do they perceive it while their schedule is so busy. 4 In this research, the used methods are the qualitative and quantitative research that can perfectly help in reaching the desired results. Through the qualitative research, 8 of the targeted audience, students of the advertising design major in Jeddah College of Advertising who study and have jobs at the same time, were interviewed. While in the quantitative research, the number of the targeted audience was expanded to include more 5 students who are male and they study advertising design major at JCA College while they have paid jobs at the same time. So, in the quantitative research, the total number of the selected target audience is 15. They are 10 female and 5 male. Using both the qualitative and quantitative research would be more beneficial, and will make the research more reliable and trustable. They both will help in achieving the research's goal, which is to have a deep insight of those students' lifestyle considering the exposure of advertising. Another way that helps in reaching the desired results is by the literature review, which is going to be demonstrated in the next lines. 5 Literature Review: According to a study in 2003 by Sandra Franke, Female students who have paid jobs while finishing their studies usually have less time in their days, they are less satisfied with their free time and they always feel rushed. It was also recorded that most males and females spent less time watching TV, for about 1 to 1.5 hours less when they work part time (Franke, 2003). In general, students have a lot of time for personal care. However, working on a part time job has a big impact on the students’ time and it gives the students less time for entertainments. Moreover, having a busier schedule in college because of paid jobs causes more stress for the students, than in high school (Franke, 2003). Meaning college students with paid jobs have less time to notice advertisements than an average student. On a study of students about factors affecting online advertising, it was recorded that exposing students longer to banner advertisements on web pages will make the advertisement more memorable for students. However, it was also discovered that students who surf the Internet for a specific purpose are less likely to remember the advertisements (Danaher, 2003). 6 In addition, college students with paid jobs have less time for fun and so when they surf the Internet they usually use it for something specific unless they are using social media. Online advertising is considered to be a way to reach college students. A websites reputation has a huge impact on how students view advertisements, according to Liu & Huang, college students evaluate websites based on their reputation of credibility, which they use for doing research and to study (Liu & Huang, 2005) (Mohammed & Alkubaise, 2012). When the students use a website they trust, it is easier for them to view and accept advertisements, which affects their purchasing decision (Nantel & Glaser, 2008) (Mohammed & Alkubaise, 2012). It was recorded in October 2011 that the usage of Social media between college students has increased, like Facebook (Facebook, 2011) Also, On a study about the impact of social media on college students buying habits (More specifically, Twitter and Facebook), it was mentioned that researchers have found that students use social media to connect more with their favorite brands (Hyllegard, Ogle, Yan, and Reitz, 2011). It was also found that students find it easier to find information about brands on social media (Hyllegard, 2011) (Thoene, 2012). Moreover, while surveying 272 undergraduate and graduate students, it was found that female students tend to spend more time on social media that male students. However, the results also showed that many students still use traditional media like TV and Radio (Budden, 2007) (Thoene, 2012). In addition, with the growing rate of usage for social media in college students, Online Advertising has become a great tool to reach the students. 7 Talking more about social media, it was found that 94% of college students use the different platforms of social media (Junco, Heiberger, and Loken, 2010). Also according to researchers, college students use Twitter rabidly, because it allows them to talk about their personal and business life (Browning and Sanderson, 2012). Moreover, Twitter allows students to be updated with their friends’ lives, news, opinions, experiences and entertainment (Java, Song, Finn & Tsung, 2007). Which makes twitter a very useful platform for students with paid jobs to be up to date even with their field of work. To support this subject more, it was found that 57% of social media users are actually between 18 to 29 years old, which indicates more than half of the users (Lenhart et al, 2010). Also, results show that 50% of college students spend time on social networking more than once a day (Sheldon, 2008). 82% of the college students were found to log into Facebook more than once a day. Nielsen’s 2010 research also found that 25% of college students time is used on social media. Although students with paid jobs might have less time to enjoy social media, they still are able to squeeze sometime between class breaks, work breaks and after work hours to spend on social media. 8 On another recent research, it was concluded that 76% of students use social media for 1-10 hours daily and 80% of those students use social media more hours on weekends. Also, the platform has more chances to be used by students if it allows them to post pictures and videos (McCord J, Cleary K, Grant N, Herron A, Jumbo S, Lacey T, Livingston T, Robinson S, Smith R, and Emanuel R, 2016). Another popular social media used by students is Snapchat, 77% of students use Snapchat once a day at least. Usually students use it for something creative, 73% use it to keep in touch with others and 23% use it for easier texting (Wagner, 2014). Advertising students can have a wide limit of creativity when they use social media for posting pictures and videos, which makes social media a good tool in the hands of designers and in the hands of advertisers trying to reach the students. Qualitative Research Findings: Qualitative research is a research that uses deep questions to get non-numerical data in order to reach meaningful interpretation of underlying insights, reasons and motivations. (Crossman, 2017). These deep questions are addressed to certain targeted respondents. Qualitative research is a very useful method used to understand the social life, a specific targeted people's opinions, interpretations and feelings. (DeFranzo, 2017). 9 As mentioned previously, the used method in this research is the qualitative research, which is the “In depth Interview method”. The reason behind using it is to gain insights into Jeddah College of Advertising students' lifestyle, students who have paid jobs while they are studying the advertising design major at the same time. The qualitative research was also used to know how do these targeted group perceive the advertising communication in order to realize the best ways to reach them. To provide accurate hypotheses, 8 students in JCA Jeddah Campus were interviewed. Through each interview conducted with different students, several questions were asked but the main important questions were 14, and they are placed at the end of the report “Appendix”. After having interviews with those students, who are an advertising design students and they have paid jobs while they are studying, it has been found that balancing between the studying and working life is not impossible if the time was managed successfully. Five of the students' answers were so similar. They agreed that by avoiding procrastinate and making a schedule to get tasks done at the right time can help in focusing on both, the studying and working life without any stress. However, the other 3 students said that they find a lot of difficulties and obstacles in managing their time to balance between the educational and working life. Based on that, it has been discovered that creating work-life balance could be easy for some college students while some students find it hard. It depends on each student's personality and lifestyle. 10 Furthermore, This interview helped in realizing what do those students do in their free time, which is a very useful question that was chosen to know the ideal ways to reach them through advertisements. The point here is that even though they are advertising students, they might do not like watching advertisements in their free time. So, it is very important to know what interests them in their free time to know the best ways to reach them. Based on the students’ answers, it has been found that their schedule is very full even in the weekend. Although, once they have a free time, they would like to spend it on the social media platforms, especially YouTube, Instagram, Snapchat and twitter. That way, they can perfectly be exposed to watch advertisements. Moreover, one of the 8 students said that she spends her free time watching TV, but this is an answer that comes from a one student out of 8 students which gives the social media the priority to be the best way to reach those targeted people. To add more, the students said that the most memorable advertisements to them are the ones that appear on Snapchat because it is a daily used social media platform. The students also said that using social media is very important even in the working field. One of the most important questions was “When you are on your way to college or work, do you take notice of outdoor banner advertisements or do you focus on your phone more?” Three of the students said that they like to focus on the surrounding more than using their phones. That way there is a high probability of noticing a lot of outdoor banners and billboards. 11 On the other hand, the other 5 students said that they like to use their phones when they are on their way to college or work, and one of them said that she likes to use her phone to play using mobile app games. In this situation, the best way to reach such student’s lifestyle and behavior is by the advergaming. In addition, it has been reached that 7 of the students do not like reading the magazines that are distributed around the college. They just can have a look and see if it was appealing to them, but mostly they do not like reading magazines. However, one of these students likes to read magazines to have knowledge about how advertisements in magazines look like. Radio advertising in Saudi Arabia is not appreciated. That is why it was a very important question to ask those advertising design students if they like listening to radio advertisements when they are on their way to college or work. The answers were very unified. All of them said that they do not like radio advertisements because they feel that this type of advertising media does not match their interests and it is boring. However, 3 of them said that they sometimes try to listen to radio advertisements so they can have knowledge about radio commercial and analyze the advantages and disadvantages of radio advertisements. That way they can make an improvement on such type of advertising. This is considered as a way of how being an advertising design student can change the student's way of viewing advertisements. 12 After finishing the interviews, it has been analyzed that most of the interviewees' answers were similar. They mostly use the social media platforms as a daily basis, such as Twitter, YouTube and Instagram, even though if they are busy. They also like to spend their free time using the social media whether to entertain or to just keep updated about the trend and keep up with the era. This category of people are more likely to be exposed to digital advertising, such as YouTube, Snapchat and Instagram advertisements, advergaming, pop up ads and E-banners. However, few of the interviewees said that they like to spend their free time watching TV and reading magazines, this indicates that the way they can receive advertisements is through the traditional advertising such as TV advertisements. Quantitative Research Findings: Quantitative research is a method used to "quantify data and generalize results from a sample to the population of interest". (Snapsurveys, 2017). After using the qualitative research, the quantitative research would be very helpful to reach numerical data and usable statistics. (Defranzo.S, 2011). It will add very valuable information that can perfectly strengthen the research and make it more credible. 13 In the qualitative research, the targeted audience were only 10 female, who study creative advertising design at JCA College and they also have paid jobs, while the targeted audience were expanded in the quantitative research. They became 15 students "the previous 10 female with 5 male from the same target market category”. These 15 students were asked 11 questions through the surveying method. The way of surveying them was by using mobile surveys and the reason is that there is no enough time to meet all of them. There are two types of surveys, but the used one is the Descriptive survey. The reason is to generate information about the target markets' demographic factors and their day behavior toward social media. Why social media? Because the qualitative research findings show that the targeted audience are more likely to be exposed to digital advertising "Social Media". So, the quantitative research gives all of the emphasis on social media and on studying the usage proportion of social media in each platform by the target audience. The 11 questions that were asked to the targeted audience are a combination of the multiple-choice questions and the dichotomous questions. According to these questions, it has been reached that there are 6 typologies. 14 The 6 Typologies are: Typology 1: 3 male aged 20-25 are non-Saudis. Typology 2: 2 male aged 20-25 are Saudis. Typology 3: 2 female aged 25-30 are Saudis and they are married. Typology 4: 1 female aged 23 is non-Saudi and she is married. Typology 5: 4 female aged 20-25 are non-Saudis and single. Typology 6: 3 Female aged 20-25 are Saudis and they are single. The question “Do you agree or disagree that social media takes a huge place in people’s lives?”, all of the target audience “ all of the typologies, which is 15 out of 15 of the students” agreed that using social media is very important even in their busy life. In the question "Are you an active user on social media?", the "Yes" answer came from all of the students of typology 1 and2, those who are 5 male students aged 20-25 "Saudis and Non-Saudis". All of the Typology 3 students, those who are 2 Saudi female aged 25-30 and they are married, chose the "No" answer while typology 4, a 1 female aged 23 and she is non-Saudi and married, said “Yes“. That way, it might seem that female from such typology could be less active in social media because they have more responsibilities. Then, they are less exposed to advertisements than the rest. 15 Moreover, 3 out of 4 of typology 5, female aged 20-25 who are non-Saudis and single, chose also the “Yes” answer. Unlike typology 5, all of the typology 6 students, who are 3 Female aged 20-25 are Saudis and they are single, chose the “Yes” answer. So, the “Yes” answer came out from 12 students out of 15. This indicates that there is a high probability of the target audience to be exposed to the advertisements that are appeared on social media platforms. For the question "How much time do you spend on social media daily?" 2 out of 3 of typology 1 chose the answer "More than 5 hours", while 1 of them chose "More than 3 hours". This difference does not make a big change. They all can not leave using social media every day. Furthermore, all of typology 2 " 2 students" chose the answer "More than 5 hours". While all of typology 3 "2 female" chose the answer "From 1 hour to 3 hours", the 1 female from typology 4 chose "More than 3 hours". In addition, all of typology 5 "4 out of 4" also chose the answer "More than 5 hours". In the last typology, which is the sixth one, 2 out of 3 chose the answer "More than 5 hours" and the rest one chose "From 1 hour to 3 hours”. That way, the outcome of this question is that: 1- 10 out of 15 of the students chose the answer "More than 5 hours". 2- 3 out of 15 of the students chose the answer "From 1 hour to 3 hours”. 3- 2 out of 15 of the students chose the answer "More than 3 hours". This means that most of them use social media a lot every day even if they are busy. That way they can see advertisements daily. 16 Going back to the questions "Are you interested in using different social media platforms?" and "What do you use the most?", 2 out of 3 of typology 1 went with the “Instagram“ answer, while one of them chose “Twitter“. In typology 2, the 2 male chose the “Snapchat”. There are 2 female students in typology 3, one of them chose the “Facebook“ while the other one chose “Twitter“. Furthermore, the one female in typology 4 chose the "Twitter". In addition, 2 out of 4 of typology 5 chose the "Instagram", one of them chose "Twitter" and the last one chose "Snapchat". In typology 6, 2 out of 3 went with the "Snapchat", and the other one chose "Instagram". So, the reached results: 1- 5 out of 15 use Instagram. 2- 5 out of 15 use Snapchat. 3- 4 out of 15 use Twitter. 4- 1 out of 15 use Facebook. The last question which is one of the most was "In which way you use the social media platforms?". In this question, most of the answers were the answer "D", which is all of the above that combines the answers "For entertaining, to keep in touch with your relatives and to keep in touch with the trends. To be more specific, all of the students of typology 1,2 and 4 chose the answer "All of the above”. They are 6 out of 15 of the students. Unlike these typologies, the 2 female of typology 3 answered, "To keep in touch with your relatives". 17 In typology 5, 3 out of 4 answered "All of the above", while the last one chose "For entertaining". There are 3 female students in typology 6, one of them went with the answer "All of the above", one of them chose "To keep in touch with the trends" and the last one answered "For entertaining". So, the findings: 1- 10 out of 15 answered, “All of the above”. 2- 2 out of 15 answered, "For entertaining". 3- 2 out of 15 answered, " To keep in touch with your relatives". 4- 1 out of 15 answered, "To keep in touch with the trends". According to the answers, most of the students chose all of the above, which includes the answer "To keep in touch with the trends". This means that they would like to spend their time watching advertisements to keep up with the trends and be updated with everything new. Qualitative and Quantitative Research findings comparing to the literature review: According to the qualitative and quantitative researches, it has been reached that the findings correspond the literature review in more than one aspect. Starting with the statement that is written in the literature review, which is that online advertisement is considered to be a way to reach college students. 18 In addition, the findings match the results written in the literature review, which show that 50% of college students spend time on social networking more than once a day. Furthermore, the qualitative and quantitative researches indorse the recent research that is written in the literature review, which is that 76% of students use social media for 1-10 hours daily. In the literature review, it was found that Snapchat is a popular social media platform, and 77% of students use it once a day at least. This also has been reached in both the qualitative and the quantitative research. Method Used: As mentioned previously in the quantitative research findings, the used surveying method is mobile "digital" questionnaires. There are two types of surveys, but the used one is the Descriptive survey. The reason is to generate information about the target markets' demographic factors and their day behavior toward social media. The 11 questions that were asked to the targeted audience are a combination of the multiple-choice questions and the dichotomous questions "Closed ended questions". The reason behind using these types of questions is that they are short simple questions that can perfectly lead to the desired findings. 19 Methodology: The used sampling method is the "Probability (Random) Sampling". As this method has 5 different samples, the wanted one is the stratified random sample. Unfortunately, this way of sampling was not used because of the lack of time and because not all of the chosen targeted audience answered the questions. At the beginning, the number of the chosen sampling was 24. Each typology has 4 students, but because not all of the students had the time to answer the questions, they became only 15 students. As seen in the typologies bellow, each one has a different number of students. They are not equal. Typology 1: 3 male aged 20-25 are non-Saudis. Typology 2: 2 male aged 20-25 are Saudis. Typology 3: 2 female aged 25-30 are Saudis and they are married. Typology 4: 1 female aged 23 is non-Saudi and she is married. Typology 5: 4 female aged 20-25 are non-Saudis and single. Typology 6: 3 Female aged 20-25 are Saudis and they are single. Why Jeddah College of Advertising: JCA is the first advertising college in Saudi Arabia. Students in the advertising field study all about advertising specially the design students. Design students are daily studying and creating advertisements, the principles, proportions, theories and etc. Making them view advertisements in a completely different way than other people. 20 JCA design students understand what makes an advertisement good or bad, effective or ineffective, which makes it harder to try and reach them through advertisements. Also, a lot of design students work part time jobs or as freelancers before they even graduate, making their schedule really busy with their hard field of study. However, since they are advertising design students, they are really interested with advertisements and try to stay updated following the newest advertising trends. In addition, advertisers have to understand and analyze the lifestyle and everyday routine of JCA design students with part time jobs to find out the best and most effective way to reach them through advertisements since their way of viewing advertisements is different from other people. Thesis: In this research the main objective is to understand the lifestyle of the students and why Jeddah College of Advertising students (Majoring in creative design) and working part time jobs use social media, and how advertisers can use that to their advantage to reach the students through social media. Hypothesis: Jeddah College of Advertising students (Majoring in creative design) and working part time jobs are highly influenced by social media advertisements especially in “Instagram, Snapchat and Twitter”. 21 Sub Hypothesis: The selected target audience, JCA students who study advertising design and have paid jobs, spend a lot of time on social media for different reasons. Expressing themselves, Connecting with friends and family, following up brands, doing research, staying updated with news and etc. Making them more exposed to social media advertising. Conclusion: In conclusion, it is really important to understand JCA students' insights and perceptions towards the advertising communication and how do they perceive it while their schedule is so busy, those students who study the advertising design major and have paid jobs at the same time. The aim of all of this research is to know how much the advertising can reach the targeted audience per day. After using the qualitative and quantitative research, all of the questions were solved. In the qualitative research the result that has been reached is that the chosen target audience use the social media platforms in every part of their day even if they were busy. This means that they can totally be exposed to the advertising world. Moreover, it has been found that the most influential type of media that those targeted group are influenced by is the digital advertising. They prefer non-traditional media than the traditional one, which includes the TV and radio advertisements. These answers were not enough. 22 That is why using the quantitative research was necessary to know more about how much the target audience use social media everyday and in which way they use it. Also, to know about the most used social media platform. In the quantitative research it has been found that the best way to reach this people category through advertisements is by the social media because 15 out of 15 of the students who were surveyed” agreed that using social media is very important even in their busy life. Moreover, it has been reached that most of them are active in social media and this indicates that there is a high probability of the target audience to be exposed to the advertisements that are appeared on social media platforms. Furthermore, it has been discovered that most of them use social media a lot every day even if they are busy “More than 5 hours”. That way they can see advertisements daily. It also has been discovered that the most used social media platforms are Instagram, Snapchat and Twitter. So, they would be the best platforms to advertise in to reach this targeted audience. In addition, it has been analyzed that these people category use the social media to keep up with the era. That means that they would like to spend their time watching advertisements to keep up with the trends and be updated with everything new. To sum up, It has been reached that the best way to reach JCA students, who study the advertising design major and have paid jobs, is through advertising in social media "especially Instagram, Snapchat and Twitter". 23 What Needs to Be Improved in The Research: This research could be improved in more than one way. One way to develop it is by expanding the target audience in order to reach more accurate results. That way, the sampling methods can be properly used, which is also another way to improve the research. Moreover, the literature review can be enhanced to be more scientific and more specific. To add more, improving the questions would be also helpful in order to come up with a very strong and credible research paper. 24 References: • McCord J, Cleary K, Grant N, Herron A, Jumbo S, Lacey T, Livingston T, Robinson S, Smith R, and Emanuel R. 2016. What social media sites do college students use most?. Journal of Undergraduate Ethnic Minority Psychology. Available at: http://www.juempsychology.com/wpcontent/uploads/2016/05/Knight-McCord_et-al_JUEMP_2016.pdf [Accessed: 24 Dec, 2017]. • Yang, Pulido & Kang. 2016. Exploring the Relationship between Privacy Concerns and Social Media Use among College Students: A Communication Privacy Management Perspective. Intercultural Communication Studies XXV: 2. Available at: https://web.uri.edu/iaics/files/K.-YANG-A.-PULIDO-Y.KANG.pdf [Accessed: 24 Dec, 2017]. • Acheaw, Larson. 2015. Use of Social Media and it’s Impact on Academic Performance of Tertiary Institution Students: A Study of Students of Koforidua Polytechnic, Ghana. Journal of Education and Practice. Available at: https://files.eric.ed.gov/fulltext/EJ1083595.pdf [Accessed: 24 Dec, 2017]. • Mohammed, A. Alkubaisi, M. 2012. How do Online Advertisements Affects Consumer Purchasing Intention: Empirical Evidence from a Developing Country. European Journal of Business and Management. Available at: http://pakacademicsearch.com/pdf-files/ech/517/208218%20Vol%204,%20No%207%20(2012).pdf [Accessed: 20 Nov, 2017}. 25 • Thoene, W. 2012. The Impact of Social Networking Sites on College Students' Consumption Patterns. Marshall Digital Scholar. Available at: http://mds.marshall.edu/cgi/viewcontent.cgi?article=1243&context=etd [A ccessed: 21 Nov, 2017]. • Franke, S. 2003. Studying and working: The busy lives of students with paid employment. Canadian Social Trends. Available at: http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.625.1117&rep=r ep1&type=pdf [Accessed: 21 Nov, 2017]. • Danaher, P. Mmullarkey, G. 2003. Factors Affecting Online Advertising Recall: A Study of Students. Journal of Advertising Research. Available at: https://www.cambridge.org/core/journals/journal-of-advertisingresearch/article/factors-affecting-online-advertising-recall-a-study-ofstudents/04761EBF34A4F9D03EA09109EDC210E7 [Accessed: 20 Nov, 2017]. • snapsurveys (2017) Qualitative vs Quantitative Research, Available at: https://www.snapsurveys.com/qualitative-quantitative-research/ (Accessed: 5 Jan 2017). 26 Bibliography: • Hollis, N. (2017). Why Good Advertising Works (Even When You Think It Doesn't). [Online] The Atlantic. Available at: https://www.theatlantic.com/business/archive/2011/08/why-good-advertisingworks-even-when-you-think-it-doesnt/244252/ [Accessed 20 Nov. 2017]. • Loretto (2016) Creating Work-Life Balance for College Students, Available at: https://www.thebalance.com/creating-work-lifebalance-for-college-students-1986743 (Accessed: 26 Nov.2017). • COHN (2010) The Impact of Social Media on Advertising, Available at: https://www.compukol.com/the-impact-of-social-media-onadvertising/ (Accessed: 26 Nov.2017). 27 Appendix: Qualitative Research Questions: 1-Can you balance between work and college? How? 2-Does your schedule get stressful because you study and work at the same time? 3- What do you do in your free time? 4- What type of social media do you use? 5- how much time do you spend on social media? 6- How much free time do you get throughout the day? 7-what do you do in your free time? 8- What type of advertisement do you usually notice in social media? 9- What type of advertisement do you like to see without skipping? 10- Since you are an advertising designer, did that change your way of viewing advertisements? If yes, How? 11- What type of advertisement is more memorable to you: Social media, TV, Radio, or outdoor advertisement? Why? 12- When you are on your way to college or work, do you take notice of outdoor banner advertisements or do you focus on your phone more? 13- Do you read the magazines that are distributed around the college? If yes, do you read the advertisements you find inside them? 14- Do you like listening to radio advertisements when you are on your way to college or work? 28 Quantitative Research Questions: 1. Gender A. Female B. Male 2. Your age A. 20-25 B. 25-30 C. Other 3. What is your marital status? A. Single B. Married 4. What is your nationality? A. Saudi B. Non Saudi 5. Do you agree or disagree that social media takes a huge place in people’s lives? A. Agree B. Disagree 29 6. Are you an active user on social media? A. Yes B. No 7. If you are married, does that prevent you from being an active user on social media? A. Yes B. No 8. How much time do you spend on social media daily? A. From 1 hour to 3 hours B. More than 3 hours C. More than 5 hours 9. Are you interested in using different social media platforms? A. Yes B. No 30 10. What do you use the most? A. Snapchat B. Instagram C. Twitter D. Facebook E. Others 11. In which way you use the social media platforms? A. For entertaining B. To keep in touch with your relatives. C. To keep in touch with the trends. D. All of the above. 31 Group members’ tasks: Jinan and shahad: The abstract, introduction, qualitative Research Findings, quantitative Research Findings, method used, methodology, conclusion, report and presentation. Nouf: The literature review, why Jeddah college of advertising, thesis, hypothesis and sub hypothesis. Maysam: The qualitative and quantitative Questions. 32
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