Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach

The purpose of the article is to provide a comprehensive advertising model, which examines the impact of the identified predictors such as entertainment, informativeness, irritation, credibility, incentives and personalization on social media advertising value (SMAV) and further see the impact of SMAV on the attitudes of millennials towards social media advertising (ATSMA). A quantitative and deductive approach of research was followed, where data were collected using a self-administered questionnaire from 478 Indian social media users. The model developed was validated using exploratory factor analysis and confirmatory factor analysis followed by structural equation modelling to test the relationships between the identified predictors and SMAV. The results confirm the relationship between identified predictors and SMAV. Also, positive relationship has been found out between SMAV and ATSMA. Further, in the research article, there is a detailed discussion on results, implications, limitations and directions for future work.