Published Online:August 2024
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:
Author Name:Ritu and Monica Bedi
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:19
The study examines the impact of belief factors on people’s attitude and behavioral response toward political advertising on social media. The factors included in this study are informative, entertainment, credibility, and irritation. The more informative, entertaining, credible, and less irritating an advertisement is, the more likely it is to positively influence people’s attitudes toward it. Using a structural equation modeling (SEM) approach, the study shows that informativeness and entertainment positively correlate with attitude towards political advertising on social media, whereas irritation negatively correlates. Attitude towards political advertising has a positive and significant impact on people’s behavioral response.
In the present electronic era, social media is one of the most popular forms of communication. It provides convenience to the users where they share their personal interests, information, experiences, and everyday life. The use of social media allows users to interact with a wide range of audiences, either in real-time or asynchronously, and display themselves to them, regardless of the size of the audience (Carr and Hayes, 2015). The average Internet user spends more than four hours a week on social media sites than they do on email (Anderson et al., 2011). In the past few years, social media has shown an exponential growth of user counts.