Consumer perception towards social media advertisements: A study done in a Semi-Urban City of South India

Adesh Padival, Lidwin Kenneth Michael, Sunith Hebbar

Research output: Contribution to journalArticle

Abstract

The drastic growth in the usage of social media among the people in India has created a new platform for promotion, that is, social media advertisements. However, the effectiveness of these advertisements has been interrogated by many. Lower acceptance of advertisements has been one of the major challenges faced by the marketers. Henceforth, it is vital to understand the critical factors influencing the consumers’ attitude towards social media advertisements. This study thus identified and analyzed the factors influencing behavioral intention of the consumers concerning social media advertisements. The constructs like corporate reputation, emotional appeal, informativeness, creativity, irritation, and materialism were considered to affect the attitude, which in turn influenced the behavioral intention of consumers. The study was carried out in a semi-urban city of Karnataka, South India and the data were collected from 217 respondents. The analysis was carried out using the partial least square approach. The results indicated that the two factors - creativity and informativeness had a significant influence on the attitude of the consumers towards social media advertisements. The study further analyzed the moderating role of the factor- ‘gender1 between the identified constructs and attitude. The results revealed the existence of differences among the male and female respondents towards the advertisements. Further, based on these outcomes, appropriate practical implications of the findings were discussed. Subsequently, this study will certainly help in gaining better insights into the consumers’ perception towards social media advertisements and will assist the marketers in framing effective advertisement strategies.

Original languageEnglish
Pages (from-to)38-51
Number of pages14
JournalIndian Journal of Marketing
Volume49
Issue number2
DOIs
Publication statusPublished - 01-01-2019

Fingerprint

South India
Social media
Consumer perceptions
Behavioral intention
Marketers
Factors
Informativeness
Creativity
Consumer attitudes
India
Critical factors
Emotion
Corporate reputation
Influencing factors
Acceptance
Materialism
Partial least squares

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

Padival, Adesh ; Michael, Lidwin Kenneth ; Hebbar, Sunith. / Consumer perception towards social media advertisements : A study done in a Semi-Urban City of South India. In: Indian Journal of Marketing. 2019 ; Vol. 49, No. 2. pp. 38-51.
@article{b157f8471e414da49b7f331b9ecb4c4f,
title = "Consumer perception towards social media advertisements: A study done in a Semi-Urban City of South India",
abstract = "The drastic growth in the usage of social media among the people in India has created a new platform for promotion, that is, social media advertisements. However, the effectiveness of these advertisements has been interrogated by many. Lower acceptance of advertisements has been one of the major challenges faced by the marketers. Henceforth, it is vital to understand the critical factors influencing the consumers’ attitude towards social media advertisements. This study thus identified and analyzed the factors influencing behavioral intention of the consumers concerning social media advertisements. The constructs like corporate reputation, emotional appeal, informativeness, creativity, irritation, and materialism were considered to affect the attitude, which in turn influenced the behavioral intention of consumers. The study was carried out in a semi-urban city of Karnataka, South India and the data were collected from 217 respondents. The analysis was carried out using the partial least square approach. The results indicated that the two factors - creativity and informativeness had a significant influence on the attitude of the consumers towards social media advertisements. The study further analyzed the moderating role of the factor- ‘gender1 between the identified constructs and attitude. The results revealed the existence of differences among the male and female respondents towards the advertisements. Further, based on these outcomes, appropriate practical implications of the findings were discussed. Subsequently, this study will certainly help in gaining better insights into the consumers’ perception towards social media advertisements and will assist the marketers in framing effective advertisement strategies.",
author = "Adesh Padival and Michael, {Lidwin Kenneth} and Sunith Hebbar",
year = "2019",
month = "1",
day = "1",
doi = "10.17010/ijom/2019/v49/i2/141582",
language = "English",
volume = "49",
pages = "38--51",
journal = "Indian Journal of Marketing",
issn = "0973-8703",
publisher = "Associated Management Consultants Private Limited",
number = "2",

}

Consumer perception towards social media advertisements : A study done in a Semi-Urban City of South India. / Padival, Adesh; Michael, Lidwin Kenneth; Hebbar, Sunith.

In: Indian Journal of Marketing, Vol. 49, No. 2, 01.01.2019, p. 38-51.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Consumer perception towards social media advertisements

T2 - A study done in a Semi-Urban City of South India

AU - Padival, Adesh

AU - Michael, Lidwin Kenneth

AU - Hebbar, Sunith

PY - 2019/1/1

Y1 - 2019/1/1

N2 - The drastic growth in the usage of social media among the people in India has created a new platform for promotion, that is, social media advertisements. However, the effectiveness of these advertisements has been interrogated by many. Lower acceptance of advertisements has been one of the major challenges faced by the marketers. Henceforth, it is vital to understand the critical factors influencing the consumers’ attitude towards social media advertisements. This study thus identified and analyzed the factors influencing behavioral intention of the consumers concerning social media advertisements. The constructs like corporate reputation, emotional appeal, informativeness, creativity, irritation, and materialism were considered to affect the attitude, which in turn influenced the behavioral intention of consumers. The study was carried out in a semi-urban city of Karnataka, South India and the data were collected from 217 respondents. The analysis was carried out using the partial least square approach. The results indicated that the two factors - creativity and informativeness had a significant influence on the attitude of the consumers towards social media advertisements. The study further analyzed the moderating role of the factor- ‘gender1 between the identified constructs and attitude. The results revealed the existence of differences among the male and female respondents towards the advertisements. Further, based on these outcomes, appropriate practical implications of the findings were discussed. Subsequently, this study will certainly help in gaining better insights into the consumers’ perception towards social media advertisements and will assist the marketers in framing effective advertisement strategies.

AB - The drastic growth in the usage of social media among the people in India has created a new platform for promotion, that is, social media advertisements. However, the effectiveness of these advertisements has been interrogated by many. Lower acceptance of advertisements has been one of the major challenges faced by the marketers. Henceforth, it is vital to understand the critical factors influencing the consumers’ attitude towards social media advertisements. This study thus identified and analyzed the factors influencing behavioral intention of the consumers concerning social media advertisements. The constructs like corporate reputation, emotional appeal, informativeness, creativity, irritation, and materialism were considered to affect the attitude, which in turn influenced the behavioral intention of consumers. The study was carried out in a semi-urban city of Karnataka, South India and the data were collected from 217 respondents. The analysis was carried out using the partial least square approach. The results indicated that the two factors - creativity and informativeness had a significant influence on the attitude of the consumers towards social media advertisements. The study further analyzed the moderating role of the factor- ‘gender1 between the identified constructs and attitude. The results revealed the existence of differences among the male and female respondents towards the advertisements. Further, based on these outcomes, appropriate practical implications of the findings were discussed. Subsequently, this study will certainly help in gaining better insights into the consumers’ perception towards social media advertisements and will assist the marketers in framing effective advertisement strategies.

UR - http://www.scopus.com/inward/record.url?scp=85062285969&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85062285969&partnerID=8YFLogxK

U2 - 10.17010/ijom/2019/v49/i2/141582

DO - 10.17010/ijom/2019/v49/i2/141582

M3 - Article

VL - 49

SP - 38

EP - 51

JO - Indian Journal of Marketing

JF - Indian Journal of Marketing

SN - 0973-8703

IS - 2

ER -