Title: Impact of social media advertising on millennials buying behaviour

Authors: Taanika Arora; Arvind Kumar; Bhawna Agarwal

Addresses: Amity College of Commerce and Finance, Amity University, Uttar Pradesh (AUUP), Noida, India ' Department of Commerce, Lady Shri Ram College, Delhi University, New Delhi, India ' Amity College of Commerce and Finance, Amity University, Uttar Pradesh (AUUP), Noida, India

Abstract: The phenomenal growth of social media sites, has enticed the companies to target their consumers by advertising through most used mediums, hence it becomes crucial for the advertisers to carefully design the ads thereafter also check its effectiveness. The purpose of this paper is to propose a conceptual model which determines the impact of various advertising content factors such as informativeness, entertainment, credibility, interactivity and privacy concerns on attitude of Indian millennials towards social media advertising. Using non-probability sampling, the data was collected using the online questionnaire through Google Forms from a total of 470 social media users. The adapted scales have been validated through exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), after which path analysis has been applied using SPSS AMOS 22.0 for testing the various formulated hypothesis. The results indicated significant relationships which can be useful in understanding the attitude and behavioural responses of Indian millennials towards social media advertising. The study can be useful to the marketers, advertisers and brand managers in designing advertisements on social media sites by embedding certain essential features which can positively shape up the attitudes and further develop behavioural responses.

Keywords: social media; millennials; informativeness; entertainment; credibility; interactivity; privacy concerns; social media advertising; attitude; behavioural responses; buying behaviour; Indians.

DOI: 10.1504/IJIE.2020.10027855

International Journal of Intelligent Enterprise, 2020 Vol.7 No.4, pp.481 - 500

Accepted: 30 Aug 2019
Published online: 01 Sep 2020 *

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