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

Abstract Social 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. KEYWORDS: consumer attitudessocial mediasocial media marketingsocial Web Notes Note. VIF = variance inflation factor. Mashups define the new generation of Web-based applications that combine at least two different services (Akar Citation2009, 51). Dündar and Yörük's (2009) methodology was followed in this empirical study.