Determinants of Consumers’ Attitude towards Social Media Advertising

Boateng, H; Okoe, AF

Determinants of Consumers’ Attitude towards Social Media Advertising

Boateng, H

Okoe, AF

Permalink

Publication Type:: Journal Article
Citation:: Journal of Creative Communications, 2015, 10 (3), pp. 248 - 258
Issue Date:: 2015-11-01

Closed Access

	Filename	Description	Size
	\\utsfs.adsroot.uts.edu.au\homes\staff\108848\Desktop\0973258615614417.pdf	Published Version	263.71 kB	Adobe PDF	View/Open

Copyright Clearance Process

Recently Added
In Progress
Closed Access

This item is closed access and not available.

Full metadata record

Field	Value	Language
dc.contributor.author	Boateng, H https://orcid.org/0000-0002-7949-5557	en_US
dc.contributor.author	Okoe, AF	en_US
dc.date.issued	2015-11-01	en_US
dc.identifier.citation	Journal of Creative Communications, 2015, 10 (3), pp. 248 - 258	en_US
dc.identifier.issn	0973-2586	en_US
dc.identifier.uri	http://hdl.handle.net/10453/118369
dc.description.abstract	© 2015, © 2015 Mudra Institute of Communications, Ahmedabad, India. 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.	en_US
dc.relation.ispartof	Journal of Creative Communications	en_US
dc.relation.isbasedon	10.1177/0973258615614417	en_US
dc.title	Determinants of Consumers’ Attitude towards Social Media Advertising	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	10	en_US
utslib.for	0807 Library and Information Studies	en_US
utslib.for	2001 Communication and Media Studies	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/IKM and Digital Studies Program
utslib.copyright.status	closed_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	10	en_US

Abstract:

© 2015, © 2015 Mudra Institute of Communications, Ahmedabad, India. 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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/118369