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

Int. J. E Bus. Res. Pub Date : 2020-04-01 DOI:10.4018/ijebr.2020040104

Taanika Arora, Bhawna Agarwal

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引用次数: 17

Abstract

Thearticleproposesaconceptualmodelbasedonsocialmediaadvertising,whichexamines the impactofsomeidentifiedantecedentssuchasentertainment,informativeness,credibility,incentives, pre-purchasesearchmotivationandsocialescapismmotivationonattitudetowardssocialmedia advertisingandfurtherseetheimpactonpurchaseintention.Aquantitativeapproachofresearchwas adopted,wheredatawascollectedusingaself-administeredquestionnairefrom472Indiansocial mediausers.Thescalesadaptedfromthepreviousstudieswerevalidatedusingexploratoryfactor analysis(EFA)andthentwo-stepstructuralequationmodelling(SEM)wasappliedwhichincluded confirmatoryfactoranalysis(CFA)followedbyhypothesistestinginAMOS22.0.Theresultsindicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivationandsocialescapismmotivationinpredictingattitudestowardssocialmediaadvertising, furtherpurchaseintentionwassignificantlypredictedbyattitudestowardssocialmediaadvertising. KEywoRDS Attitude Towards Social Media Advertising, Credibility, Entertainment, Incentives, Indians, Informativeness, Millennials, Pre-Purchase Search, Purchase Intention, Social Escapism, Social Media

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社交媒体广告有效性的实证研究——以印度千禧一代为例

Thearticleproposesaconceptualmodelbasedonsocialmediaadvertising，whichexamines the> impactofsomeidentifiedantecedentssuchasentertainment，informativeness，credibility，incentives， > pre-purchasesearchmotivationandsocialescapismmotivationonattitudetowardssocialmedia advertisingandfurtherseetheimpactonpurchaseintention。Aquantitativeapproachofresearchwas已通过，wheredatawascollectedusingaself-administeredquestionnairefrom472Indiansocial mediausers。Thescalesadaptedfromthepreviousstudieswerevalidatedusingexploratoryfactor analysis_ (EFA)andthentwo-stepstructuralequationmodelling(SEM)wasappliedwhichincluded confirmatoryfactoranalysis(CFA)followedbyhypothesistestinginAMOS22.0。Theresultsindicated对“信息量”、“娱乐性”、“可信度”、“激励”、“预购买”搜索“motivationandsocialescapismmotivationinpredictingattitudestowardssocialmediaadvertising”、“furtherpurchaseintentionwassignificantlypredictedbyattitudestowardssocialmediaadvertising”具有重要作用。关键词:对社交媒体广告的态度，可信度，娱乐性，激励，印度人，信息量，千禧一代，购买前搜索，购买意向，社会逃避主义，社交媒体

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Int. J. E Bus. Res.

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