The Influence of Social Media Marketing on Consumers Behavior

Abstract

Social media advertising's perceived utility, simplicity of use, entertainment, intrusiveness, andfrequency of use have been determined to be the most important elements influencing consumers'attitudes toward social media advertising, according to a new study. Customers' attitudes about socialmedia advertising are influenced by their perceptions of how easy it is to use. Consumers' attitudes towardsocial media advertising are influenced by factors such as perceived utility and intensity of social mediause, business reputation and incentives, perceived ad entertainment, perceived commercial intrusion, andpeer influence. Consumers' behavior regarding social media advertising, their intention to engage in eWOMbehaviors, their intention to visit the websites of firms, and their purchase intents were shown to haveno significant moderating influence on each other.