Examining the role of beliefs in predicting values, attitudes and behaviours of Indian millennials towards Facebook advertising: the mediating role of Facebook advertising value

Abstract

The transition from the traditional advertising channel to the evolving Facebook advertising channel has transformed not only the advertising industry but also the ways in which consumers perceive the advertising messages. Thereby, the purpose of the study is to examine the relationships among the beliefs, value, attitude and behaviour of Indian Facebook users towards Facebook advertising, hence a conceptual framework has been proposed based on the combination of the advertising model given by Ducoffe (1995) and Pollay and Mittal (1993). The model has deployed the structural equation modelling (SEM) technique for determining model fit, establishing the validity and reliability of the adapted scales, and testing the proposed hypotheses. The results indicated that the proposed framework is a robust tool for measuring advertising effectiveness on Facebook. Moreover, it was found that Facebook advertising value plays a mediating role in determining the relationship between consumer beliefs and attitude towards Facebook advertising.