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An Examination of the Factors Influencing Consumers' Attitudes Toward Social Media Marketing

An Examination of the Factors Influencing Consumers' Attitudes Toward Social Media Marketing Social media and social media applications that build consumer communities involving rich user-generated content are new marketplaces and/or tools for marketers. This study aims to specify the factors affecting consumers' attitudes toward marketing with social media. Given this context, a 7-factor, consumer-based attitude scale that contains 32 items was developed, and a questionnaire was completed by undergraduate students between the ages of 18 and 24. Frequencies, t-test, ANOVA, factor analysis, and regression analysis were used for data analysis. In the end, six factors were found to affect consumers' attitudes toward marketing with social media. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal Of Internet Commerce Taylor & Francis

An Examination of the Factors Influencing Consumers' Attitudes Toward Social Media Marketing

Journal Of Internet Commerce , Volume 10 (1): 33 – Mar 30, 2011
33 pages

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References (113)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1533-287x
eISSN
1533-2861
DOI
10.1080/15332861.2011.558456
Publisher site
See Article on Publisher Site

Abstract

Social media and social media applications that build consumer communities involving rich user-generated content are new marketplaces and/or tools for marketers. This study aims to specify the factors affecting consumers' attitudes toward marketing with social media. Given this context, a 7-factor, consumer-based attitude scale that contains 32 items was developed, and a questionnaire was completed by undergraduate students between the ages of 18 and 24. Frequencies, t-test, ANOVA, factor analysis, and regression analysis were used for data analysis. In the end, six factors were found to affect consumers' attitudes toward marketing with social media.

Journal

Journal Of Internet CommerceTaylor & Francis

Published: Mar 30, 2011

Keywords: consumer attitudes; social media; social media marketing; social Web

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