IDEAS home Printed from https://ideas.repec.org/a/rej/journl/v15y2012i45p265-288.html
   My bibliography  Save this article

Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective

Author

Listed:
  • Imran Anwar Mir

    (Department of Management Sciences, Iqra University, Islamabad Pakistan)

Abstract

Current study aims to indentify the underlying belief dimensions that influence consumer attitudes toward social media advertising in a collectivistic cultural context of South Asia. It also examines the influence of consumers’ favorable attitudes toward social media advertising on their ad clicking and online buying behaviors. To meet the objectives of the current study data was collected from randomly chosen university students (n=210) using survey at Islamabad capital city of Pakistan. Results reveal four factors of consumer beliefs about social media advertising. However, only two dimensions i.e. information and economy are statistically significant predictors of consumer attitudes toward social media advertising in Pakistan. Furthermore, results reveal that favorable attitudes toward social media advertising significantly influence consumers’ ad clicking behavior, which in turn positively affects their online buying behavior. Findings of the current study are useful for the multinational companies which intend to advertise their products and services through social media channels (e.g. through FaceBook, LinkedIn etc.) in South Asia.

Suggested Citation

  • Imran Anwar Mir, 2012. "Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(45), pages 265-288, September.
    • Handle: RePEc:rej:journl:v:15:y:2012:i:45:p:265-288
    as

    Download full text from publisher

    File URL: http://www.rejournal.eu/sites/rejournal.versatech.ro/files/articole/2012-09-01/2014/young20imran.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. P. Bentler, 1983. "Some contributions to efficient statistics in structural models: Specification and estimation of moment structures," Psychometrika, Springer;The Psychometric Society, vol. 48(4), pages 493-517, December.
    3. Wang, Ying & Sun, Shaojing, 2010. "Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries," International Business Review, Elsevier, vol. 19(4), pages 333-344, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mohammad Zulfeequar Alam, 2017. "Exploring Shopper Insights of Social Media Use in Saudi Arabia," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 326-333.
    2. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
    3. Shah Krushali* & Ninu Jojo & Dr. Anand Shankar Raja M., 2018. "Cognitive Marketing and Purchase Decision With Reference to Pop Up and Banner Advertisements," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 4(12), pages 718-735, 12-2018.
    4. Simona VINEREAN, 2017. "Importance of Strategic Social Media Marketing," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 28-35.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. XiaoJuan Zhang & Xiang Jinpeng & Farhan Khan, 2020. "The Influence of Social Media on Employee’s Knowledge Sharing Motivation: A Two-Factor Theory Perspective," SAGE Open, , vol. 10(3), pages 21582440209, July.
    2. Mohd Azhar & Sehar Nafees & Sujood & Sheeba Hamid, 2023. "Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)," Future Business Journal, Springer, vol. 9(1), pages 1-17, December.
    3. Wiese, Melanie & Martínez-Climent, Carla & Botella-Carrubi, Dolores, 2020. "A framework for Facebook advertising effectiveness: A behavioral perspective," Journal of Business Research, Elsevier, vol. 109(C), pages 76-87.
    4. Rizwan Raheem Ahmed & Faryal Salman & Shahab Alam Malik & Dalia Streimikiene & Riaz Hussain Soomro & Munwar Hussain Pahi, 2020. "Smartphone Use and Academic Performance of University Students: A Mediation and Moderation Analysis," Sustainability, MDPI, vol. 12(1), pages 1-28, January.
    5. Fan, Rui & Xu, Ke & Zhao, Jichang, 2018. "An agent-based model for emotion contagion and competition in online social media," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 495(C), pages 245-259.
    6. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    7. Schmidt, Christoph G. & Wuttke, David A. & Heese, H. Sebastian & Wagner, Stephan M., 2023. "Antecedents of public reactions to supply chain glitches," International Journal of Production Economics, Elsevier, vol. 259(C).
    8. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    9. Molina, Arturo & Fernández, Alejandra C. & Gómez, Mar & Aranda, Evangelina, 2017. "Differences in the city branding of European capitals based on online vs. offline sources of information," Tourism Management, Elsevier, vol. 58(C), pages 28-39.
    10. Carmela Milano, 2015. "Democratization or else vulgarization of cultural capital? The role of social networks in theater’s audience behavior," Working Papers CEB 15-004, ULB -- Universite Libre de Bruxelles.
    11. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    12. Hassan Danaeefard & Ali Farazmand & Akram Dastyari, 2023. "The Iranian Coronavirus Pandemic (COVID-9) Crisismanship: Understanding the Contributions of National Culture, Media, Technology and Economic System," Public Organization Review, Springer, vol. 23(4), pages 1661-1682, December.
    13. Richey, Michelle & Ravishankar, M.N., 2019. "The role of frames and cultural toolkits in establishing new connections for social media innovation," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 325-333.
    14. FeCheng Ma & Farhan Khan & Kashif Ullah Khan & Si XiangYun, 2021. "Investigating the Impact of Information Technology, Absorptive Capacity, and Dynamic Capabilities on Firm Performance: An Empirical Study," SAGE Open, , vol. 11(4), pages 21582440211, November.
    15. Jamal El-Den & Pratap Adikhari & Pratap Adikhari, 2017. "Social media in the service of social entrepreneurship: Identifying factors for better services," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 3(2), pages 105-114.
    16. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    17. Bo Yang & Chao Liu & Xusen Cheng & Xi Ma, 2022. "Understanding Users' Group Behavioral Decisions About Sharing Articles in Social Media: An Elaboration Likelihood Model Perspective," Group Decision and Negotiation, Springer, vol. 31(4), pages 819-842, August.
    18. Gal-Tzur, Ayelet & Grant-Muller, Susan M. & Kuflik, Tsvi & Minkov, Einat & Nocera, Silvio & Shoor, Itay, 2014. "The potential of social media in delivering transport policy goals," Transport Policy, Elsevier, vol. 32(C), pages 115-123.
    19. Fathey Mohammed & Nabil Hasan Al-Kumaim & Ahmed Ibrahim Alzahrani & Yousef Fazea, 2023. "The Impact of Social Media Shared Health Content on Protective Behavior against COVID-19," IJERPH, MDPI, vol. 20(3), pages 1-16, January.
    20. Fazal Ur Rehman & Rosman Bin Md Yusoff & Fadillah Binti Ismail & Farwida Javed, 2019. "What is Brand? Some Insights in the Historical Development," Information Management and Business Review, AMH International, vol. 10(4), pages 8-13.

    More about this item

    Keywords

    Belief; Attitude; Behavioral Response; Advertising; Social media.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rej:journl:v:15:y:2012:i:45:p:265-288. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Radu Lupu (email available below). General contact details of provider: https://edirc.repec.org/data/frasero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.