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Examining beliefs, values and attitudes towards social media advertisements: results from India

Author

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  • Thamaraiselvan Natarajan
  • Janarthanan Balakrishnan
  • Senthil Arasu Balasubramanian
  • Jeevananthan Manickavasagam

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.

Suggested Citation

  • Thamaraiselvan Natarajan & Janarthanan Balakrishnan & Senthil Arasu Balasubramanian & Jeevananthan Manickavasagam, 2015. "Examining beliefs, values and attitudes towards social media advertisements: results from India," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 20(4), pages 427-454.
    • Handle: RePEc:ids:ijbisy:v:20:y:2015:i:4:p:427-454
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    Cited by:

    1. Ghadah Alarifi & Mst Farjana Rahman & Md Shamim Hossain, 2023. "Prediction and Analysis of Customer Complaints Using Machine Learning Techniques," International Journal of E-Business Research (IJEBR), IGI Global, vol. 19(1), pages 1-25, January.

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