Beliefs, attitudes, and behaviours toward advertising on social media in the Middle East: a study of young consumers in Dubai, United Arab Emirates
by Sara Kamal; Shu-Chuan Chu
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 7, No. 3, 2012

Abstract: As social media continues to attract global users, many international advertisers seek to use social media as a venue for their advertising messages. This study examined social media usage as well as beliefs, attitudes and behaviours towards advertising on social media in the UAE. Specifically, this study extended Pollay and Mittal's (1993) advertising beliefs and attitudes model by applying it to advertising on social media. In the context of this study, Dubai, UAE which has the world's highest gross domestic product (GDP) per capita as well as the highest level of internet penetration and social media usage in the Middle East, represents a group of consumers that are of interest to practitioners. The results indicate that beliefs are positively related to attitudes, which consequently predict behaviours toward social media advertising. Demographic factors and levels of usage are also examined. Theoretical and practical implications of the findings are presented.

Online publication date: Thu, 04-Sep-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com