The Social Media Advertising Model (SMAM): A Theoretical Framework

Abstract

Social media has not remained a phenomenon, it has reshaped into an approach, an attitude. It is just not a fad but a process that is here to stay, empowering the daily lives of the global individuals belonging to various castes & religions. Over the period of time, the strategies used for interacting with the customers have changed drastically. Social media now serves as a vital component of any company’s Integrated Marketing Communication (IMC) program and acts as a hybrid element of its promotional mix. The research paper aims to enhance the theoretical body of knowledge and provide a conceptual social media advertising model (SMAM). The model is backed and supported by two popular theories of consumer behavior known as Theory of Reasoned Action (TRA) and Uses and Gratification Theory (U&G). Moreover, the proposed model conceptualizes a series of consumer beliefs and motivational constructs that have an impact on consumer attitudes and their underlying behavioral intentions. The paper concludes with pragmatic insights for both the researchers and policy makers in making their promotional strategies more engaging and appealing through the use of social media.