Examining beliefs, values and attitudes towards social media advertisements: results from India
by Thamaraiselvan Natarajan; Janarthanan Balakrishnan; Senthil Arasu Balasubramanian; Jeevananthan Manickavasagam
International Journal of Business Information Systems (IJBIS), Vol. 20, No. 4, 2015

Abstract: The purpose of this study is: a) to empirically identify the Indian consumer attitude towards social media advertisements based on their demographics; b) to investigate the relationship underlying beliefs, values, attitude and behaviour towards social media advertisements among Indian consumers. Online data collection was administered from various social media sites. Five hundred ten responses were recorded comprehensively as usable data. CHAID criterion in decision tree technique was used to identify the significant demographic characteristic predicting consumer attitude. A two-step structural equation modelling approach using LISREL 8.8 was applied to understand the relationship underlying beliefs, advertising value, consumer attitude, and consumer behaviour. A consumer's occupation, income level and preferred social media sites were identified as the most significant demographic predictors for his/her attitude towards social media advertisements. Standardised estimates of the structural equation modelling indicated that four beliefs factors, namely, hedonic/pleasure, social role and image, materialism, and falsity, significantly influenced advertisement value. This research is amongst such pioneering efforts in exploring the online presence and response of Indian consumers to internet marketing in the form of social media advertisements.

Online publication date: Wed, 28-Oct-2015

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 Business Information Systems (IJBIS):
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