IMPACT OF PERCEIVED ADVERTISEMENT VALUE AND SOCIAL MEDIA USAGE ON ATTITUDE TOWARDS THE BRAND
Abstract
The study focuses on the impact of Perceived advertisement value (PAV) and Intensity of social media usage (ISMU) on attitude towards the brand (ATB)for building a relation to form opinion of positive purchase through social networking sites. An online questionnaire was prepared to accumulate data from 400 respondent’s pan India based on Random Sampling. The present study provides by depicting the factors perceived advertisement value and social media usage which draws the relationship between attitudes towards the advertisement. In addition this article provides numerous directions for marketers to act in accordance when advertising on Instagram. Data has been analyzed using Cronbach’s Alpha Reliability Test, Exploratory Factor Analysis, Multivariate analysis of variance MANOVA and PLS- SEM(Partial least square structural equation modeling method).
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