Advertising is an important facet of marketing of a product or a company. The
marketers are using myriad ways to influence the consumers’ purchase behaviour.
One of the latest trends is advertising on social networking sites. This study is
an attempt to examine the beliefs, attitudes and responses towards
advertisements on social networking sites. For this study, structured
questionnaire was administered on a sample of 150 post-graduate students.
Structural Equation Modeling was employed to analyze the factors and
relationships among them. The research revealed a positive impact of
informativeness, entertainment, credibility and user-generated-content belief
factors on attitudes and behaviour of respondents. The findings also suggested
that user-generated content had significant impact on attitude and behaviour
responses towards advertising on social networking sites. It was also found
that attitude towards advertising on social networking sites played a mediating
role between social media advertising beliefs and behavioural responses of
consumers.