Influence of social media advertisements on consumer’s buying behaviour : Empirical evidences from India

Social media has been used increasingly to create social media advertisements, there are around 3.6 billion people using social media platforms in 2020 and expected to be 4.41 billion by 2025. However, there are many challenges faced by marketers to market its product. Thus, this study aims to identify the effect of advertising on consumer attitudes and purchase intentions across various social media platforms. Data were collected from 195 various social media users using a structured questionnaire. The data were analyzed using structural equation modelling with Amos 20.0. Findings suggested that hedonic motivation, interactivity, informativeness, corporate reputation, and social role & image were significantly influencing consumer’s attitudes towards advertisements on social media platforms. Furthermore, attitude toward social media advertisement was found to influence the purchase intention of the consumer. Therefore, marketers using social media advertisement should use it effectively to implement their plans & strategies, as it directly affects their attitude, thereby consumer intention to purchase the product