Title: The effect of social media advertisements on the AIDA model for young consumers in India

Authors: Kunal Kapoor; Divyansha Kumar; Anubha Vashisht

Addresses: Symbiosis Centre for Management Studies, Symbiosis International (Deemed University), Noida, India ' Symbiosis Centre for Management Studies, Symbiosis International (Deemed University), Noida, India ' Sharda University, Plot number 32, 34, Knowledge Park III, Greater Noida, Uttar Pradesh, 201310, India

Abstract: Today, entrepreneurs (Dana, 2000; Wright and Dana, 2003) are using social media advertising (SMA) to catch young consumers' eyes in order to persuade them to take action (Shanahan et al., 2019). Therefore, this study was designed to study the effectiveness of SMA (Poecze et al., 2018) with the help of AIDA model of advertising (Yoo et al., 2004). The primary data was collected using a structured questionnaire and the maximum respondents were of the age group of 16 to 24 years. The primary data was analysed using Chi-square analysis, cross-tab matrix and linear regression using SPSS. The result of this research shows that although major mobile phone brands can capture the attention and interest of the target population, it is not effectively being converted into buying (action). The authors also suggest, testing the moderating and mediating factors that might affect the consumers' buying behaviour for future studies.

Keywords: AIDA model; social media advertising; SMA; mobile phones; young consumers; Facebook advertisements; India.

DOI: 10.1504/IJBG.2024.142228

International Journal of Business and Globalisation, 2024 Vol.38 No.2, pp.188 - 206

Received: 16 Jun 2020
Accepted: 29 Dec 2020
Published online: 15 Oct 2024 *

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