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首页> 外文期刊>Journal of creative communications >Determinants of Consumers' Attitude towards Social Media Advertising
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Determinants of Consumers' Attitude towards Social Media Advertising

机译：消费者对社交媒体广告态度的决定因素

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摘要

The purpose of this study was to examine the factors determining consumers' attitude towards social media advertising. The survey research design was employed as the research design. Validity and reliability of the measures were assessed using confirmatory factor analysis. Additionally, structural equation modelling was used to examine the structural model. Credibility, materialism, value corruption and corporate reputation are found to have an effect on consumers' attitudes towards social media advertising. This study provides evidence of the role of corporate reputation in consumers' attitudes towards social media advertising. Recommendations of the study have been provided.
机译：这项研究的目的是研究决定消费者对社交媒体广告态度的因素。调查研究设计被用作研究设计。使用验证性因素分析评估了措施的有效性和可靠性。此外，结构方程建模用于检查结构模型。发现信誉，唯物主义，价值腐败和企业声誉会影响消费者对社交媒体广告的态度。这项研究提供了企业声誉在消费者对社交媒体广告态度中的作用的证据。提供了研究建议。

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