Abstract
One of the reasons affecting the perception of consumers and their attitude towards buying the product is the credibility of Facebook Advertisement and the Counterfeit Product. In this modern age where consumers are well aware of the products. They research thoroughly about the product before proceeding towards the last stage of the buying cycle. Social Media Platforms have made our lives easier. Everything we want to know is at our fingertips. However, research studies on SNS's and how they are perceived by their users are relatively limited especially how online factors influence users' perceptions and attitudes towards advertising of Counterfeit products on SNS's. This paper aims to examine the online factors that influence consumers' perceptions and attitudes towards advertising counterfeit products on Facebook. A total of 30 respondents participated in our research paper. The results suggest that there are five online factors that significantly influence consumers’ attitudes toward advertising on Facebook. The factors are Credibility, Entertainment, Perceived Interactivity, Privacy and Ad Avoidance. The results of this study revealed that the independent variables have a significant effect and positive influence on the dependent variable. All hypotheses were accepted. The study helps in understanding the consumer attitude towards the Facebook advertisement of counterfeit products.
Highlights
Over the years, advertising has drastically evolved
This paper aims to examine the relationship between five factors of consumers attitude towards advertisements of counterfeit products on Facebook
The authors kept them as the main focus for our research because they have excellence in marketing and advertisement so they can better understand the consumer attitude and their mindset towards Facebook Advertisement regarding counterfeit products which will help us get the proper research of our topic
Summary
Over the years, advertising has drastically evolved. In the ever-changing world, marketers find creative ways to stay ahead of the curve. Marketers always seek for innovative and interactive way to connect with the in order to advertise and promote their products efficiently. The objective is to get maximum views and interactions on the content through latest creative piece of art. Brands are bringing differentiation by adapting unique ways of advertising their communication. Advertising avoidance, credibility, privacy, perceived interactivity, privacy, and entertainment play a vital role in consumer’s attitude towards the product because these factors act as a barrier or increase efficiency in delivering effective messages to the target audience and in return, it helps in spreading the brand awareness among audience
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