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

Taanika Arora and Bhawna Agarwal
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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

International Journal of E-Business Research (IJEBR), 2020, vol. 16, issue 2, 47-68

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.

Date: 2020
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