Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach
By Taanika Arora, Bhawna Agarwal. Vision: The Journal of Business Perspective, 2019
97 citations recorded by the source corpus.
The purpose of the article is to provide a comprehensive advertising model, which examines the impact of the identified predictors such as entertainment, informativeness, irritation, credibility, incentives and personalization on social media advertising value (SMAV) and further see the impact of SMAV on the attitudes of millennials towards social media advertising (ATSMA). A quantitative and deductive approach of research was followed, where data were collected using a self-administered questionnaire from 478 Indian social media users. The model developed was validated using exploratory factor analysis and confirmatory factor analysis followed by structural equation modelling to test the relationships between the identified predictors and SMAV. The results confirm the relationship between identified predictors and SMAV. Also, positive relationship has been found out between SMAV and ATSMA. Further, in the research article, there is a detailed discussion on results, implications, limitations and directions for future work.
Subfields: Information Systems and Management, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/062479dc48db7c5e37d2825f8cf2a01093285ae0
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In Information Systems and Management
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Citations in the corpus
- The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers (2020, methodology): “As discussed in prior text, several other studies [21,22,25,33,36,44,45,49,50,83] utilised Ducoffe’s [79] and Brackett and Carr’s [80] models to consider Aad regarding various online ICT conduits, which mainly included informativeness/knowledge (cognitive attitudinal responses), entertainment (affec”