Akademik Veri Yönetim Sistemi
İşletme Araştırmaları Dergisi, cilt.15, sa.3, ss.1897-1914, 2023 (Hakemli Dergi)
This study aims to examine how consumer behavior toward social media advertising among Afghan consumers relates to belief determinants, attitudes, and consumer behavior. The study also examines the impact that social media advertising has on consumer behavior in Afghanistan in order to properly comprehend how it impacts men's and women's consumption patterns separately. Design/methodology/approach – Data were collected from Parwan city in Afghanistan. A total of 433 questionnaires delivered functional data and were examined using IBM SPSS 26 and IBM AMOS 24. Descriptive statistics were used to examine the participant's demographic traits (frequency and percentage). The structural equation model (SEM) is used to test the research hypothesis. Findings – Information, entertainment, credibility, economy, and value corruption were shown to be the five belief elements that affect Afghan consumers' attitudes regarding social media advertising. The attitude toward social media advertising was significantly predicted by entertainment, credibility, economy, and value corruption. The attitude of Afghan customers was discovered to be a highly important and favorable predictor of behavioral actions related to social media advertising. The association between Afghan consumers' attitudes and behaviors about social media advertising is unaffected by the moderator (gender). Discussion – Understanding how people from a potentially rising market view social media as a method of advertising might be beneficial for Afghan marketers. As a result, the study will help companies and organizations employ social media advertising in their regional marketing campaigns more successfully and effectively. Since there hasn't been any previous research on the subject from an Afghanistan perspective, the investigation of Afghan consumers' attitudes about social media advertising enhances existing research on attitudes in Afghanistan and may have important consequences for growing the economy nationwide.