Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective

Article OPEN
Imran Anwar Mir;
(2012)
  • Journal: Romanian Economic Journal,volume 15,issue 45 September,pages265-288
  • Subject: Belief, Attitude, Behavioral Response, Advertising, Social media.
    • jel: jel:M37 | jel:M31
    acm: ComputingMilieux_MISCELLANEOUS

Current study aims to indentify the underlying belief dimensions that influence consumer attitudes toward social media advertising in a collectivistic cultural context of South Asia. It also examines the influence of consumers’ favorable attitudes toward social media ad... View more
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