The Impact of Consumer Beliefs on Consumers’ Attitude: A Social Media Advertising Perspective

Abstract

This study examines the role of consumer beliefs on the consumers’ attitude towards social media advertising. The rationale behind this research is to learn how different consumers’ beliefs influence the consumers’ attitudes towards social media advertising and the virtual audience in the development of their behaviors towards the online content available. In this study, the consumer belief is reflected by: infotainment, intrusiveness and integrity. Data is collected through an online survey developed in Google Docs. The target population comprises of 350 college and university level students. Data are analyzed through multiple regression technique using the SPSS tool. Results show that infotainment and integrity have a significant positive impact on consumer attitudes while intrusiveness has no significant impact on the consumer’s attitudes. The results are discussed and implications for the management practice and policy-makers are made.