Consumer Perception Towards Social Media Advertisements : A Study Done in a Semi-Urban City of South India

Authors

  •   Adesh Padival Assistant Professor, Department of Mechanical Engineering, Sahyadri College of Engineering & Management, Sahyadri Campus, Adyar, Mangaluru - 575 007, Karnataka
  •   Lidwin Kenneth Michael Assistant Professor (Corresponding Author), Department of Humanities and Management, Manipal Institute of Technology, Manipal - 576 104, Karnataka
  •   Sunith Hebbar Assistant Professor, Department of Humanities and Management, Manipal Institute of Technology, Manipal - 576 104, Karnataka

DOI:

https://doi.org/10.17010/ijom/2019/v49/i2/141582

Keywords:

Social Media Advertisements

, Consumer Perception, Purchase Intention, Digital Marketing

Paper Submission Date

, August 5, 2018, Paper sent back for Revision, January 15, 2019, Paper Acceptance Date, January 22, 2019

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 - 'gender' 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.

Downloads

Download data is not yet available.

Downloads

Published

2019-02-05

How to Cite

Padival, A., Michael, L. K., & Hebbar, S. (2019). Consumer Perception Towards Social Media Advertisements : A Study Done in a Semi-Urban City of South India. Indian Journal of Marketing, 49(2), 38–51. https://doi.org/10.17010/ijom/2019/v49/i2/141582

Issue

Volume 49, Issue 2, February 2019

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

Active social media users in India grow by 15 % from 2015 to become 136 million: Yral Report 2016. (2017, January 4). Exchange4media.com. Retrieved from http://www.exchange4media.com/digital/active-social-media-users-in-india-grow-by-15--from-2015-to-become-136-million-yral-report-2016_67225.html

Akar, E., & Topçu, B. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10 (1), 35 - 67.

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65 - 77.

Ang, S. H., Leong, S. M., Lee, Y. H., & Lou, S. L. (2014). Necessary but not sufficient: Beyond novelty in advertising creativity. Journal of Marketing Communications, 20 (3), 214 - 230.

Arora, T., Agarwal, B., & Kumar, A. (2018). A study of millennials's preferences for social media advertising in Delhi NCR. Indian Journal of Marketing, 48 (10), 34 - 51. doi:10.17010/ijom/2018/v48/i10/132334

Balakrishnan, B. K. D., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia - Social and Behavioral Sciences, 148, 177 - 185.

Bassam - Mahmoud, A. (2014). Linking information motivation to attitudes towards web advertising. Journal of Islamic Marketing, 5 (3), 396 - 413.

Boateng, H., & Okoe, A. F. (2015). Consumers' attitude towards social media advertising and their behavioural response: The moderating role of corporate reputation. Journal of Research in Interactive Marketing, 9 (4), 299 - 312.

Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35 (9), 770 - 790.

Caroff, X., & Besançon, M. (2008). Variability of creativity judgments. Learning and Individual Differences, 18 (4), 367 - 371.

Caruana, A., & Ewing, M. T. (2010). How corporate reputation, quality, and value influence online loyalty. Journal of Business Research, 63 (9 - 10), 1103 - 1110.

Chen, Y., Chen, H., & and Xu, L. (2016). Social media and e- business : Cultural impacts on the influence process in consumer communities. VII international scientific practical conference on "Innovative Technologies in Engineering". IOP Conference Series: Materials Science and Engineering, 142, 012134. doi:10.1088/1757-899X/142/1/012134Cotter, C., & Perrin, D. (2017). Discourse approaches from : The Routledge handbook of language and media. New York: Routledge. Retrieved from https://www.routledgehandbooks.com/doi/10.4324/9781315673134.ch3

Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior, 49, 597 - 600.

Dijkmans, C., Kerkhof, P., & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58 - 67.

Farhan, M., & Yousaf, A. (2016). Exploring factors affecting the effectiveness of web-advertising. Indian Journal of Marketing, 46(8), 51-57. doi:10.17010/ijom/2016/v46/i8/99295

Geuens, M., De Pelsmacker, P., & Faseur, T. (2011). Emotional advertising: Revisiting the role of product category. Journal of Business Research, 64 (4), 418 - 426.

Gotsi, M., & Wilson, A. M. (2001). Corporate reputation: Seeking a definition. Corporate Communications: An International Journal, 6 (1), 24 - 30.

Haida, A., & Rahim, H. L. (2015). Social media advertising value: A study on consumer's perception. Technology, 1(1), 1 - 8.

Hair, J.F., Hult, G.T.M., Ringle, C.M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (2nd ed.). Thousand Oaks : Sage.

Hamouda, M. (2018). Understanding social media advertising effect on consumers' responses: An empirical investigation of tourism advertising on Facebook. Journal of Enterprise Information Management, 31(3), 426 - 445.

Jagani, K., & Goldsmith, R. (2017). Impact of relevance and clutter of advertisement on irritation – An experimental study on the U.S. and Indian consumers. Retrieved from http://www.marketing-trends congress.com/archives/2017/pages/PDF/038.pdf

Jovanović, P., Vlastelica, T., & Kostic, S. C. (2016). Impact of advertising appeals on purchase intention. Management: Journal of Sustainable Business and Management Solutions in Emerging Economies, 21(81), 35 - 45.

Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38 (7), 732 - 742.

Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36 (3), 360 - 373.

Lehnert, K., Till, B. D., & Carlson, B. D. (2013). Advertising creativity and repetition: Recall, wearout and wearin effects. International Journal of Advertising, 32 (2), 211 - 231.

Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 6 (3), 164 - 179.

Moore, D. J., & Harris, W. D. (1996). Affect intensity and the consumer's attitude toward high impact emotional advertising appeals. Journal of Advertising, 25 (2), 37 - 50.

Muralidharan, S., La Ferle, C., & Sung, Y. (2015). How culture influences the “social†in social media: Socializing and advertising on smartphones in India and the United States. Cyberpsychology, Behavior, and Social Networking, 18 (6), 356 - 360.

Natarajan, T., Balakrishnan, J., Balasubramanian, S. A., & Manickavasagam, J. (2014). Perception of Indian consumers towards social media advertisements in Facebook, LinkedIn, YouTube and Twitter. International Journal of Internet Marketing and Advertising, 8 (4), 264 - 284.

Saadeghvaziri, F., Dehdashti, Z., & Askarabad, M. R. K. (2013). Web advertising: Assessing beliefs, attitudes, purchase intention and behavioral responses. Journal of Economic and Administrative Sciences, 29 (2), 99 - 112.

Shaouf, A., Lu, K., & Li, X. (2016). The effect of web advertising visual design on online purchase intention: An examination across gender. Computers in Human Behaviour, 60, 622 - 634.

Singh, S., & Ahlluwalia, S. (2017). Comparing perceptions of different e-advertising formats. Indian Journal of Marketing, 47(9), 49-65. doi:10.17010/ijom/2017/v47/i9/118093

Smith, R. E., MacKenzie, S. B., Yang, X., Buchholz, L. M., & Darley, W. K. (2007). Modelling the determinants and effects of creativity in advertising. Marketing Science, 26 (6), 819 - 833.

Sun, Y., Lim, K. H., Jiang, C., Peng, J. Z., & Chen, X. (2010). Do males and females think in the same way? An empirical investigation on the gender differences in Web advertising evaluation. Computers in Human Behavior, 26 (6), 1614 - 1624.

Thota, S. C., & Biswas, A. (2009). I want to buy the advertised product only! An examination of the effects of additional product offers on consumer irritation in a cross - promotion context. Journal of Advertising Research, 38 (1), 123 - 136.

ul Haq, Z. (2009). E-mail advertising : A study of consumer attitude toward e-mail advertising among Indian users. Journal of Retail & Leisure Property, 8 (3), 207 - 223.

Verma, M., & Saranya, R. (2014). Role of gender in influencing consumers' attitude towards online advertising. Indian Journal of Marketing, 44 (12), 32 - 46. doi:10.17010/ijom/2014/v44/i12/80009

Wang, Y., Sun, S., Lei, W., & Toncar, M. (2009). Examining beliefs and attitudes toward online advertising among Chinese consumers. Direct Marketing: An International Journal, 3 (1), 52 - 66.

Yadav, M. (2017). Social media as a marketing tool: Opportunities and challenges. Indian Journal of Marketing, 47 (3), 16 - 28. doi:10.17010/ijom/2017/v47/i3/111420

Zhang, H., Sun, J., Liu, F., & Knight, J. G. (2014). Be rational or be emotional: Advertising appeals, service types and consumer responses. European Journal of Marketing, 48 (11/12), 2105 - 2126.