Abstract:
The phenomenal growth of social media sites, has enticed the companies to target their
consumers by marketing through most used mediums, hence it becomes crucial for"the
marketers to carefully design the ads thereafter also check its effectiveness The purpose
of this study is to propose a conceptual model which determines the factors of various
marketing content factors such as in formativeness, entertainment, credibility,
interactivity and privacy concerns on attitude of customers towards social media
marketing. Using non-probability sampling, the data was collected using the online
questionnaire through Google Forms from a total of 141 social media users. The
adapted scales have been validated through correlation, regression, after which path
analysis has been applied using SPSS 22.0 for testing the various formulated
hypothesis. The results indicated significant relationships which. can be useful in
understanding the attitude and behavioral responses of customers towards social
media marketing. The study can be useful to the marketers, advertisers and brand
managers in designing advertisements on social media sites by embedding certain
essential features which can positively shape up the attitudes and further develop
behavioral responses
