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

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

机译：确定社交媒体广告有效性的实证研究：以印度千禧一代为例

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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.

机译：本文提出了一种基于社交媒体广告的概念模型，该模型研究了一些已确定的前提因素，例如娱乐性，信息性，公信力，激励措施，预购搜索动机和社交逃避现实动机对社交媒体广告态度的影响，并进一步看到了影响购买意向。采用了定量研究方法，其中使用自我管理的问卷从472个印度社交媒体用户那里收集了数据。使用探索性因子分析（EFA）验证了根据先前研究得出的量表，然后应用了两步结构方程模型（SEM），包括确认性因子分析（CFA），然后在AMOS 22.0中进行了假设检验。结果表明，信息性，娱乐性，公信力，激励性，购买前搜索动机和社交逃避主义动机在预测对社交媒体广告的态度中起着重要作用，对社交媒体广告的态度则进一步预测了购买意向。

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《International journal of e-business research》 |2020年第2期|47-68|共22页
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Amity Univ Amity Coll Commerce & Finance Noida Uttar Pradesh India;

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正文语种 eng
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关键词
Attitude Towards Social Media Advertising; Credibility; Entertainment; Incentives; Indians; Informativeness; Millennials; Pre-Purchase Search; Purchase Intention; Social Escapism; Social Media;

机译：对待社交媒体广告的态度;信誉;娱乐;激励措施;印第安人信息性;千禧一代;购买前搜索;购买意向;社会逃避现实;社交媒体;

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1. Is advertising on social media effective? An empirical study on the growth of advertisements on the Big Four (Facebook, Twitter, Instagram, WhatsApp) [J] . International journal of procurement management . 2020,第1期

机译：在社交媒体上投放广告有效吗？四大广告增长的实证研究（Facebook，Twitter，Instagram，WhatsApp）
2. From Online Motivations to Ad Clicks and to Behavioral Intentions: An Empirical Study of Consumer Response to Social Media Advertising [J] . Zhang Jing, Mao En Psychology & marketing . 2016,第3期

机译：从在线动机到广告点击再到行为意图：消费者对社交媒体广告反应的实证研究
3. Evaluating the Relevance of Contextual Hyper-Advertising on Social Media: An Empirical Study [J] . Dhote Tripti, Zahoor Danish International journal of social and organizational dynamics in IT . 2016,第2期

机译：评价上下文超广告在社交媒体上的相关性：一项实证研究
4. Evolving Face Of Consumer Ethics : An Empirical Study Of Indian Millennial [C] . Swati Sharma, Santosh Dev International Symposium on Emerging Trends and Technologies in Libraries and Information Services . 2018

机译：不断变化的消费者伦理观：印度千禧一代的实证研究
5. The Perceptions of Millennials Regarding Television and Social Media Advertising Platforms: A Phenomenological Study [D] . Rodriguez, Barbara Ann 2018

机译：千禧一代对电视和社交媒体广告平台的看法：现象学研究
6. Social media for arthritis-related comparative effectiveness and safety research and the impact of direct-to-consumer advertising [O] . Jeffrey R. Curtis, Lang Chen, Phillip Higginbotham, 2017

机译：社交媒体用于关节炎相关的比较有效性和安全性研究以及直接面向消费者的广告的影响
7. Teenagers and young adults are increasingly using social networks as a means to interact and participate in constructing a multiple speech. Companies take direct options with followers in networks and use these virtual structures to approach their target. The purpose of this paper is to study, using empirical and observational methodology, how to build «Coca-Cola» brand image in «Tuenti», followed by the network over the public sector. Among other things, we will see how involved the brand and how followers, what are the issues that are introduced on the inputs and through what kind of formats. In conclusion, we noted that the interest in the brand of free speech to let the followers is just a strategy, the actual entries of «Coca-Cola» are very rare but they all have a high effect, a language that challenges the user to activate and resume his speech so directed. Moreover, there is no mechanism differentiating between information, entertainment and advertising, which combined with continued exposure to advertising impacts across different formats, leads us to propose the need for media education to encourage responsible use critic and social networks by young people. [O] . Carmen Lazo, Marta, Martínez Rodrigo, Estrella, Sánchez Martín, Lourdes 2013

机译：青少年和年轻人越来越多地使用社交网络作为交互和参与构建的手段多个演讲。公司直接选择网络中的关注者并使用这些虚拟结构接近他们的目标。本文的目的是使用经验和观察方法研究如何在«Tuenti»建立«可口可乐»品牌形象，随后是公共部门的网络。除其他外，我们将看到品牌及其追随者的参与程度，以及在投入和投入上引入的问题通过什么样的格式。总之，我们注意到对自由言论品牌的兴趣让追随者只是一个策略，«可口可乐»的实际条目是非常罕见的，但它们都有很高的效果，一种语言，挑战用户如此指示激活和恢复他的演讲。而且，没有机制区分信息，娱乐和广告之间，以及持续接触广告不同形式的影响，使我们建议需要媒体教育来鼓励负责任的使用评论家和年轻人的社交网络。

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

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