The Factors Affecting Consumer Attitudes toward Social Media Advertising in ABC Bank: A Study on Credit Card Users

Abstract

Social networking is now considered to be an essential need for human existence. In order to better understand how customers feel about social media advertising, a survey was done. Numerous studies from various nations and contexts have concentrated on how consumers feel about advertising. This study concentrated on five crucial features as the factors affecting consumer attitudes toward social media advertising. The five criteria are amusement, informational value, annoyance, credibility, and interaction. This study was carried out using a quantitative research methodology. To gather primary data, the researcher employed self-administered questionnaires. The number of customers with each category and selected as a sample, 308 questionnaires have been gathered in total. A multiple linear regression analysis was done to investigate the impact of each element, and in addition, a correlation analysis was utilized to assess the link between the independent variables and the dependent variable. According to the research, consumer attitudes towards social media advertising in in ABC bank credit card are significantly positively correlated with entertainment, informativeness, credibility, and interaction, while negatively correlated with irritation. Additionally, it has been shown that the consumer attitudes towards advertising in ABC bank credit cards are favorably impacted by entertainment, informativeness, credibility, and interaction, while adversely impacted by irritation. The immediate beneficiaries of the study, according to the researcher, are marketers and advertisers who use Social media advertising.