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Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective

Author

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  • Imran Anwar Mir

    (Department of Management Sciences, Iqra University, Islamabad Pakistan)

Abstract

Current study aims to indentify the underlying belief dimensions that influence consumer attitudes toward social media advertising in a collectivistic cultural context of South Asia. It also examines the influence of consumers’ favorable attitudes toward social media advertising on their ad clicking and online buying behaviors. To meet the objectives of the current study data was collected from randomly chosen university students (n=210) using survey at Islamabad capital city of Pakistan. Results reveal four factors of consumer beliefs about social media advertising. However, only two dimensions i.e. information and economy are statistically significant predictors of consumer attitudes toward social media advertising in Pakistan. Furthermore, results reveal that favorable attitudes toward social media advertising significantly influence consumers’ ad clicking behavior, which in turn positively affects their online buying behavior. Findings of the current study are useful for the multinational companies which intend to advertise their products and services through social media channels (e.g. through FaceBook, LinkedIn etc.) in South Asia.

Suggested Citation

  • Imran Anwar Mir, 2012. "Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(45), pages 265-288, September.
    • Handle: RePEc:rej:journl:v:15:y:2012:i:45:p:265-288
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    References listed on IDEAS

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    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. P. Bentler, 1983. "Some contributions to efficient statistics in structural models: Specification and estimation of moment structures," Psychometrika, Springer;The Psychometric Society, vol. 48(4), pages 493-517, December.
    3. Wang, Ying & Sun, Shaojing, 2010. "Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries," International Business Review, Elsevier, vol. 19(4), pages 333-344, August.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
    2. Shah Krushali* & Ninu Jojo & Dr. Anand Shankar Raja M., 2018. "Cognitive Marketing and Purchase Decision With Reference to Pop Up and Banner Advertisements," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 4(12), pages 718-735, 12-2018.
    3. Simona VINEREAN, 2017. "Importance of Strategic Social Media Marketing," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 28-35.
    4. Mohammad Zulfeequar Alam, 2017. "Exploring Shopper Insights of Social Media Use in Saudi Arabia," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 326-333.

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    More about this item

    Keywords

    Belief; Attitude; Behavioral Response; Advertising; Social media.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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