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DOI: https://doi.org/10.63345/ijrhs.net.v12.i1.1
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Pramod Rana
Research Scholar
Maharaja Agrasen Himalayan Garhwal University
Uttarakhand, India
Prof. (Dr) Punit Goel
Research Supervisor
Maharaja Agrasen Himalayan Garhwal University
Uttarakhand, India
https://orcid.org/0000-0002-3757-3123
Abstract
Social media advertising has emerged as a dominant force in shaping consumer behavior and brand engagement. However, the effectiveness of such advertising does not solely depend on exposure or frequency. Psychological factors, such as brand attitude and brand trust, act as powerful mediators in determining how consumers interpret and respond to advertising stimuli on platforms like Facebook, Instagram, and Twitter. This study explores the mediating roles of brand attitude and brand trust between social media advertising and consumer purchase intention. Drawing on theoretical models like the Hierarchy of Effects and the Theory of Planned Behavior, the paper synthesizes prior literature to build a conceptual framework that underscores these mediating constructs. Empirical data from structured surveys reveal that favorable brand attitudes and strong trust significantly enhance the impact of social media advertising on consumer behavior. The study concludes with strategic insights for marketers aiming to optimize advertising effectiveness through trust-building and attitude-enhancement strategies.
Keywords
Social media advertising, brand attitude, brand trust, consumer behavior, purchase intention, mediation effect
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