• Indian Consumers’ Beliefs, Attitudes, and Behavioural Responses towards Advertising on Social Networking Sites

    Author(s):
    ARUN KUMAR MRINALINI PANDEY
    Editor(s):
    Jyotirmaya Patnaik (see profile)
    Date:
    2016
    Group(s):
    Communication Studies, Cultural Studies, Digital Humanists, Feminist Humanities, Information Ecosystems
    Subject(s):
    Social media, Advertising, Consumer behavior--Social aspects, Communication, Journalism
    Item Type:
    Article
    Tag(s):
    advertising beliefs, attitudes, Consumer culture
    Permanent URL:
    http://dx.doi.org/10.17613/eg95-vp16
    Abstract:
    Advertising is an important facet of marketing of a product or a company. The marketers are using myriad ways to influence the consumers’ purchase behaviour. One of the latest trends is advertising on social networking sites. This study is an attempt to examine the beliefs, attitudes and responses towards advertisements on social networking sites. For this study, structured questionnaire was administered on a sample of 150 post-graduate students. Structural Equation Modeling was employed to analyze the factors and relationships among them. The research revealed a positive impact of informativeness, entertainment, credibility and user-generated-content belief factors on attitudes and behaviour of respondents. The findings also suggested that user-generated content had significant impact on attitude and behaviour responses towards advertising on social networking sites. It was also found that attitude towards advertising on social networking sites played a mediating role between social media advertising beliefs and behavioural responses of consumers.
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    3 years ago
    License:
    All Rights Reserved

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