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

Akar, ErkanTopçu, Birol2022-05-112022-05-1120111533-28611533-287Xhttps://doi.org/10.1080/15332861.2011.558456https://hdl.handle.net/20.500.11776/9147Social 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.en10.1080/15332861.2011.558456info:eu-repo/semantics/closedAccessconsumer attitudessocial mediasocial media marketingsocial WebWord-Of-MouthGender-DifferencesOnlineInternetSoftwareElementAn Examination of the Factors Influencing Consumers' Attitudes Toward Social Media MarketingArticle1013567N/AWOS:0002123007000032-s2.0-79953149277Q1