Predicting attitude of young Indian consumers toward brand pages over social media: A structural equation modeling approach

Abstract

With the growth in the number of Internet and social media users, marketers have analyzed the potential and have started using the platform to interact, reach, and target consumers all around the world. Marketers must ensure that they get a positive attitude of the social media users toward their promotional activities on social media. The researcher in the present study attempts to explore the factors that help in building a positive attitude toward brand pages over social networking sites. To gauge the attitude of the social media users toward brand pages over social media, the researcher in the present study has adapted a research instrument comprising perceived usefulness, informativeness, trust, and hedonism that together result in a positive attitude. The present study explores the understanding of the role of perceived usefulness, informativeness, trust, and hedonism in the formation of a positive attitude of the social media users toward brand pages over the platform.