Examining the Beliefs, Attitudes, and Behavioural Responses of Indian Millennials Towards Social Media Advertisements: A Structural Equation Modelling Approach

Abstract

The purpose of the study is to examine the relationships of Indian social media users among their beliefs, attitudes, and behavioural responses towards social media advertisements. Hence, a conceptual framework based on Pollay and Mittal advertising model with two additional variables has been proposed. A quantitative approach of research has been followed, where data has been collected using a self-designed questionnaire from 472 Indian millennials who are active social media users. The results indicated that the proposed framework is a robust tool for measuring advertising effectiveness on social media sites, where the beliefs such as product information, hedonism, social role, and incentives have a significant positive relationship with attitude towards social media advertising, whereas the belief factors such as materialism, falsity, and irritation have a significant negative relationship with attitude towards social media advertising.