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How Twitter advertising influences the purchase intentions and purchase attitudes of Indian millennial consumers?

Author

Listed:
  • Suhail M. Ghouse
  • Rodney Graeme Duffett
  • Monica Chaudhary

Abstract

This research investigates the influence of Twitter advertising on the purchase intentions and purchase attitudes of the millennial internet users in India, as well as to assess if the usage and demographic variables had an influence on their buying intentions and buying attitudes. A convenient sample was used to survey 500 Indian millennials via self-administered structured questionnaires. The results reveal Twitter advertising has a positive impact on the purchase attitudes of Indian millennials. More experienced Twitter users; logged-on more frequently; spent fewer hours; followed a greater number of companies/brands; were female; and younger Indian millennial respondents had the most favourable perceptions towards Twitter advertising. The research findings will help traditional organisations to acknowledge and adapt their promotional strategies to include Twitter advertising in their marketing budgets. This study also contributes to attitudinal research literature in an Indian context, which lacks research in social media advertising featuring the millennial segment.

Suggested Citation

  • Suhail M. Ghouse & Rodney Graeme Duffett & Monica Chaudhary, 2022. "How Twitter advertising influences the purchase intentions and purchase attitudes of Indian millennial consumers?," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 16(1/2), pages 142-164.
    • Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:142-164
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    Cited by:

    1. Sofía Blanco-Moreno & Ana M. González-Fernández & Pablo Antonio Muñoz-Gallego & Roman Egger, 2024. "What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.
    2. Kim, Minseong & Kim, Jihye, 2024. "From empathetic hearts to digital hands: A study of compassion and donation behavior in social media advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Syed Zeeshan Zahoor & A. M. Shah, 2024. "Impact of Social Media on Users’ Complex Buying Behaviour: Analysing the Mediating Effect of Perception and Moderating Effect of Extended Social Media Usage," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(1), pages 119-148, February.

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