Social media platforms enable billions of people worldwide to connect and look for information in a more convenient and accessible way. The main goal of this study is to assess the determinants of consumer attitudes toward social media advertising. This study employed a systematic literature review methodology, with 46 existing articles completed on determinants of consumer attitudes based on an inclusion/exclusion criterion. The findings of this study were collected by utilizing a thematic method, which involved extracting previous researchers' findings from the literature, classifying similar themes and findings, and drawing conclusions. According to the findings of this review, social media platform advertising have a positive relationship between consumer attitude and the most important determinant factors for consumer attitudes regarding social media advertising was perceived usefulness, informativeness, perceived credibility, reliability, trust, irritation, trustworthiness, satisfaction and awareness, attitude functions, materialism, and perceived ease-of-use. Finally, the outcomes of this review determinant of consumer attitudes toward social media advertising provide insight into the existing literature on it and that future researcher should undertake their study including a qualitative research approach and should use an interview to know insight into consumer attitude because qualitative methods facilitate an in-depth, detailed investigation of selected issues.
| Published in | European Business & Management (Volume 9, Issue 5) |
| DOI | 10.11648/j.ebm.20230905.15 |
| Page(s) | 122-135 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2023. Published by Science Publishing Group |
Consumer, Attitude, Social Media Advertising
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APA Style
Alemayehu Bakalo, Shimels Zewude. (2023). Determinants of Consumers' Attitudes Toward Social Media Advertising: Systematic Review . European Business & Management, 9(5), 122-135. https://doi.org/10.11648/j.ebm.20230905.15
ACS Style
Alemayehu Bakalo; Shimels Zewude. Determinants of Consumers' Attitudes Toward Social Media Advertising: Systematic Review . Eur. Bus. Manag. 2023, 9(5), 122-135. doi: 10.11648/j.ebm.20230905.15
AMA Style
Alemayehu Bakalo, Shimels Zewude. Determinants of Consumers' Attitudes Toward Social Media Advertising: Systematic Review . Eur Bus Manag. 2023;9(5):122-135. doi: 10.11648/j.ebm.20230905.15
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Download@article{10.11648/j.ebm.20230905.15,
author = {Alemayehu Bakalo and Shimels Zewude},
title = {Determinants of Consumers' Attitudes Toward Social Media Advertising: Systematic Review
},
journal = {European Business & Management},
volume = {9},
number = {5},
pages = {122-135},
doi = {10.11648/j.ebm.20230905.15},
url = {https://doi.org/10.11648/j.ebm.20230905.15},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ebm.20230905.15},
abstract = {Social media platforms enable billions of people worldwide to connect and look for information in a more convenient and accessible way. The main goal of this study is to assess the determinants of consumer attitudes toward social media advertising. This study employed a systematic literature review methodology, with 46 existing articles completed on determinants of consumer attitudes based on an inclusion/exclusion criterion. The findings of this study were collected by utilizing a thematic method, which involved extracting previous researchers' findings from the literature, classifying similar themes and findings, and drawing conclusions. According to the findings of this review, social media platform advertising have a positive relationship between consumer attitude and the most important determinant factors for consumer attitudes regarding social media advertising was perceived usefulness, informativeness, perceived credibility, reliability, trust, irritation, trustworthiness, satisfaction and awareness, attitude functions, materialism, and perceived ease-of-use. Finally, the outcomes of this review determinant of consumer attitudes toward social media advertising provide insight into the existing literature on it and that future researcher should undertake their study including a qualitative research approach and should use an interview to know insight into consumer attitude because qualitative methods facilitate an in-depth, detailed investigation of selected issues.
},
year = {2023}
}
TY - JOUR T1 - Determinants of Consumers' Attitudes Toward Social Media Advertising: Systematic Review AU - Alemayehu Bakalo AU - Shimels Zewude Y1 - 2023/10/28 PY - 2023 N1 - https://doi.org/10.11648/j.ebm.20230905.15 DO - 10.11648/j.ebm.20230905.15 T2 - European Business & Management JF - European Business & Management JO - European Business & Management SP - 122 EP - 135 PB - Science Publishing Group SN - 2575-5811 UR - https://doi.org/10.11648/j.ebm.20230905.15 AB - Social media platforms enable billions of people worldwide to connect and look for information in a more convenient and accessible way. The main goal of this study is to assess the determinants of consumer attitudes toward social media advertising. This study employed a systematic literature review methodology, with 46 existing articles completed on determinants of consumer attitudes based on an inclusion/exclusion criterion. The findings of this study were collected by utilizing a thematic method, which involved extracting previous researchers' findings from the literature, classifying similar themes and findings, and drawing conclusions. According to the findings of this review, social media platform advertising have a positive relationship between consumer attitude and the most important determinant factors for consumer attitudes regarding social media advertising was perceived usefulness, informativeness, perceived credibility, reliability, trust, irritation, trustworthiness, satisfaction and awareness, attitude functions, materialism, and perceived ease-of-use. Finally, the outcomes of this review determinant of consumer attitudes toward social media advertising provide insight into the existing literature on it and that future researcher should undertake their study including a qualitative research approach and should use an interview to know insight into consumer attitude because qualitative methods facilitate an in-depth, detailed investigation of selected issues. VL - 9 IS - 5 ER -
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