Evaluating Consumer Perception of Advertising Value in Social Media

Abstract

The advent of internet-based social media has revolutionized communication, enabling individuals to connect globally and discuss products or services. Social media facilitates free interaction, allowing users to share information through a multimedia blend of personal images, text, audio, and videos. Over the past decade, social media has transitioned from traditional to web-based platforms, and with high internet penetration in India, boasting over 17 million users in 2013, a significant portion actively engages in social media networking. Despite this, there remains a limited number of studies on social media advertising and its perceived value among consumers in India, leading to a substantial literature gap.

This study delves into the relationship between entertainment, informativeness, irritation in social media advertising, and their impact on product awareness and advertising values. Conducting a nationwide survey through online channels, 253 valid responses were collected. The study employs statistical methods, including frequency analysis, correlation, and multiple regression analysis using SPSS. The results contribute to the development of a model for social media advertising, highlighting in formativeness as the predictor, product awareness as the mediator, and advertising value as the dependent variable.