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Introduction

Sometimes referred to as Web 2.0, social media is a growing trend online. It involves the technologies that allow users to take advantage of the collaborative and interactive capabilities of the Internet (Hawkins, Mothersbaugh and Mookerjee, 2010). These technologies and formats include online journals or blogs, consumer review sites, social network sites, and online communities that either companies or individual users create and maintain. With online social media, users are now able to form, join, and communicate with other users or groups online. In addition, it allows them to distribute original content. As such, consumer-generated content has greatly changed the ...

The Way Young Consumers Behave Prior to Their

Purchase Decision and Consumption A consumer’s belief and attitude have a major impact on how they perceive advertising and, conversely, the effectiveness of advertising helps shape consumer attitude and beliefs . Various studies have revealed that this concept applies to social media advertising too. Wang and Sun found that consumer attitude towards social media advertising is greatly influenced by their beliefs . If the consumer is sceptical about online advertising and social media as a medium of conveying genuine messages to masses, they are more likely to respond negatively or simply ignore social media advertising . Young people form one of ...