Factors Affecting Consumer Attitudes Towards Social Media - Research Paper Example

In this era of technological advancements, the economic sector has been transformed and improved significantly by digitalization. Numerous social media or social networks have been developed for purposes of socialization, business, and dissemination of information. Due to the massive numbers engrossed in the social networks, marketers have found social networks as the best marketing platforms where they can reach many people in a split second. Global companies, small, medium and large business enterprises have been forced to confirm their marketing tools to fit into the internet based advertising as this is an open platform for all populaces.

 Consumers, on the other hand, have various interesting perspectives about the use of social media for marketing and advertising of user content. Some are skeptical, some really appreciate and make use of it while others express indifference attitudes about the concept. The objective of this research paper is to specify the main factors that affect the attitudes of consumers towards marketing through the use of social media. A seven-factor consumer based attitude scale with 32 items was used to come up with the factors.

A questionnaire was also administered to students aged 18-24 because they form the majority of social media users. The data collected were analyzed using frequencies, t-test, ANOVA, factor analysis and regression. The data analysis and the results revealed indicated that six main factors affected the attitudes of consumers towards marketing on social media. Based on the research findings, recommendations on future research areas tied to the topic are made. According to Kaplan and Haenlein, social media refers to internet-based applications that are constructed and built upon the technological foundations of Web 2.0. These applications allow for the creation of user content as well as an exchange of the content across networks.

Social media can also be defined as software frameworks across which any kind of content can be shared. (Singclaire & Vogus 2011). For a website to fit the definition of a social media platform, it must have user profiles with content that identifies the user, a channel through which the user must connect with other users, it must allow viewing of other people’s updates and commenting among other reactions. Social media platforms are also characterized by the opportunity for users to join groups or communities relevant to their interests.

 To expound on the concept of social media, there is the parallel term used interchangeably with it. That is social networking sites. However, there is a thin line between the two. Social media generates personal information on the user profiles such that a second or third part can view information about a certain user. What goes on the social media platforms is generally referred to as social networking. In essence, social media is an arena for social networking or it is an umbrella for social networking.

Social and social networking sites are terms used interchangeably despite the slight difference between the terms. It is in the line of social networking that consumers get to be part of social media marketing and customized content creation.