Antecedents and Consequences of Attitude Toward Social Media Advertising: An application on ad of clothing brands, households’ delivery apps, telecommunications and sports

Document Type : Original Article

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Lecturer in Business Administration Department Faculty of Business, Alexandria University

Abstract

This study aims to investigate the influence of personalization, perceived trust, informativeness, perceived usefulness and materialism on attitude toward social media advertising. Based on a dataset collected from 384 consumers in Alexandria, the results of regression analysis revealed that there is a positive relationship between personalization and attitude toward social media advertising. Also, there is a positive relationship between perceived trust and attitude toward social media advertising. In addition, the researcher found a positive relationship between perceived usefulness and attitude toward social media advertising. The researcher found a positive but insignificant relationship between materialism and attitude toward social media advertising. In the same respect, there is a positive relationship between attitude toward social media advertising and purchase intention. In addition, the results found a positive relationship between attitude toward social media advertising and word of mouth. Finally, the study concludes with recommendations for social media marketers and direction for future research.

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