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An Empirical Study on Determining the Effectiveness of Social Media Advertising: A Case on Indian Millennials

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  • Taanika Arora

    (Amity College of Commerce and Finance, Amity University, Uttar Pradesh, India)

  • Bhawna Agarwal

    (Amity College of Commerce and Finance, Amity University, Uttar Pradesh, India)

Abstract

The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.

Suggested Citation

  • Taanika Arora & Bhawna Agarwal, 2020. "An Empirical Study on Determining the Effectiveness of Social Media Advertising: A Case on Indian Millennials," International Journal of E-Business Research (IJEBR), IGI Global, vol. 16(2), pages 47-68, April.
    • Handle: RePEc:igg:jebr00:v:16:y:2020:i:2:p:47-68
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