THE CONSUMER ATTITUDE TOWARDS SOCIAL MEDIA ADVERTISING AND THE INFLUENCE

日期 : Feb 2016 - May 2016

-The purpose of this study is to examine the influence of corporate standing and attitude towards social media on consumer response. Social media advertising is progressively adopting plots in specialists and researchers. We had assumed total respondents 200 and we achieved the target. Meanwhile we adopted convenience sampling technique in this research. We distributed the questionnaires in order to collect and analyse the data while using linear regression. And that helped us in compilation of the research work. We found a significant relationship between consumer’s attitude toward social media advertising and their responses. Again, it was noted that corporate reputation significantly influences this relationship absolutely between relationship of corporate standing and consumer response. This study is limited to the convenience audience and it is designed as a cross-sectional only. So, there remains a lot of gap to be filled up in sense of the Area or we can say it as geographical perspective and the audience’s perspective that we call target market of the research. And it makes it difficult to generalize the findings and assume for variations that happened in the attitude of consumers. This study says about the influential role of the corporate reputation in consumer’s attitude toward social media advertising. Keywords: Social media advertising, corporate reputation, Consumer response.