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Predicting attitude of young Indian consumers toward brand pages over social media: A structural equation modeling approach
Author(s) -
Ahmad Asad
Publication year - 2020
Publication title -
journal of public affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.221
H-Index - 20
eISSN - 1479-1854
pISSN - 1472-3891
DOI - 10.1002/pa.2093
Subject(s) - hedonism , social media , structural equation modeling , advertising , psychology , positive attitude , business , social psychology , computer science , world wide web , machine learning
With the growth in the number of Internet and social media users, marketers have analyzed the potential and have started using the platform to interact, reach, and target consumers all around the world. Marketers must ensure that they get a positive attitude of the social media users toward their promotional activities on social media. The researcher in the present study attempts to explore the factors that help in building a positive attitude toward brand pages over social networking sites. To gauge the attitude of the social media users toward brand pages over social media, the researcher in the present study has adapted a research instrument comprising perceived usefulness, informativeness, trust, and hedonism that together result in a positive attitude. The present study explores the understanding of the role of perceived usefulness, informativeness, trust, and hedonism in the formation of a positive attitude of the social media users toward brand pages over the platform.