Determinants of Consumers’ Attitude towards Social Media Advertising

Abstract

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.