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