Predicting attitude of young Indian consumers toward brand pages over social media: A structural equation modeling approach

• DOI: http://doi.org/10.1002/pa.2093
• Date: 01 August 2020
• Author: Asad Ahmad
• Published date: 01 August 2020

ACADEMIC PAPER

Predicting attitude of young Indian consumers toward brand

pages over social media: A structural equation modeling

approach

Asad Ahmad

Department of Management, Jamia Hamdard,

New Delhi, India

Correspondence

Asad Ahmad, Department of Management,

Jamia Hamdard, New Delhi, India.

Email: asad7babar@gmail.com

With the growth in the number of Internet and social media users, marketers have

analyzed the potential and have started using the platform to interact, reach, and tar-

get consumers all around the world. Marketers must ensure that they get a positive

attitude of the social media users toward their promotional activities on social media.

The researcher in the present study attempts to explore the factors that help in build-

ing a positive attitude toward brand pages over social networking sites. To gauge the

attitude of the social media users toward brand pages over social media, the

researcher in the present study has adapted a research instrument comprising per-

ceived usefulness, informativeness, trust, and hedonism that together result in a posi-

tive attitude. The present study explores the understanding of the role of perceived

usefulness, informativeness, trust, and hedonism in the formation of a positive atti-

tude of the social media users toward brand pages over the platform.

1|INTRODUCTION

The prompt and versatile communication capabilities of the Internet

have turnedit into a medium where individuals freelyexchange informa-

tion as well as communicate with people worldwide (Ahmad & Khan,

2017a; Ahmad, Rahman, & Khan, 2016; Belch & Belch, 2004). Internet

has transformed itself into a powerful platform that has changed the

way people communicate and do business. Internet as a medium has

given a globalized dimension to the world; everything we need is just a

click away (Ahmad & Khan, 2015). It is one of the most democratic

media which helps millions of people in gatheri ng information. Individ-

uals use theInternet for variousactivities such assearching product fea-

tures, comparing prices, go through reviews of the products and

services, make payments, and information related to health. (Ahmad,

Rahman,& Khan, 2017; Sinha,2010). It has evolvedas a vast global mar-

ket where people communicate as well as exchange goodsand services.

Marketers have tapped the interactive characteristics of the Internet

and are using it as a platform to advertise their products and services.

The number of Internet users worldwide is around 4.3 billion, that is,

more than50% of the world population (InternetWorld Stats, 2019).

Social networks over the web world have proved to be the most

promising medium in the digital advertising environment (Ahmad,

Khan, & Rahman, 2018; Alalwan, Rana, Dwivedi, & Algharabat, 2017;

Brettel, Reich, Gavilanes, & Flatten, 2015; Carlson & Lee, 2015; Lin &

Kim, 2016). Social networking has surpassed other online activities

and has become the most popular online activity (Ahmad & Khan,

2017b). By the end of the year 2019, number of social media users

worldwide are expected to be more than 2.77 billion (Statista, 2019).

The increasing popularity of social networking sites has grasped the

attention of marketers all over the world. These sites are being con-

sidered as a center stage in e-commerce, and marketers are thinking

of ways and means of using these sites as an advertising medium

(Hart, 2007; Bausch & Han, 2006). With the growing popularity of

social media, marketers worldwide are busy understanding and make

sure to have appropriate use of these platforms to reach out to their

targeted customers through promotions, public relations, and market-

ing communications (Pérez-González, Trigueros-Preciado, & Popa,

2017; Tanuri, 2010). Social media includes sites such as social net-

working sites (Facebook), content communities (Youtube), and blogs

(Akar & Topçu, 2011; Tsai & Men, 2013). Social media provides

opportunities to the marketers to reach the online consumers through

social communities where they can quickly build healthy relationships

with the consumers on a more personal level (Avery et al., 2010;

Bhimani, Mention, & Barlatier, 2019; Kelly, Kerr, & Drennan, 2010;

Received: 10 October 2019 Revised: 9 December 2019 Accepted: 5 February 2020

DOI: 10.1002/pa.2093

J Public Affairs. 2020;20:e2093. wileyonlinelibrary.com/journal/pa © 2020 John Wiley & Sons, Ltd 1of11

https://doi.org/10.1002/pa.2093