Chapter 02 – Literature review

2.1. Introduction
This literature review will begin with a review of past studies and research on social media
advertising, consumer attitudes towards social media advertising and the factors affecting
consumer attitudes towards social media advertising. As well as the literature has linked to
the banking sector and had a critical review on how consumer attitudes are influenced by
social media advertising in the banking sector. Furthermore, the relevant theories and models
are discussed in the chapter and the foundation for developing the conceptual framework is
basically focused on this.

2.2. Advertising
Generally, advertising refers to the exchange of information from advertiser to customer.
Various scholars are defined advertising in various viewpoints. Ducofee, (1996), explained
that advertising messages can be viewed as potential communication exchanges between
advertisers and consumers, a perspective consistent with the communication-based marketing
model recently highlighted in the lead article in Journal of Marketing (Duncan & Moriarty,
1998). In marketing practice product mix, price mix, place mix and promotional mix are main
objectives, advertising is a main part of promotional mix. According to Kotler, Keller &
Armstrong (2012), advertising is a main element of promotion mix which can be defined as
any paid from of non-personal presentation and promotion of idea, goods or services by an
identified sponsor. Also, some researchers stated, Advertising is an essential element of
Integrated marketing communication, and its works as a prominent role in the communication
between consumer and marketer (Chouhoud, 2013).

Most occasions, advertising is used to promote and sell products and services by
communicating information, persuading or reminding (Hayes et al., 2021). Basically,
advertising used to promote products for looking profit, but not only profit oriented firms,
non-profit organization also used advertising to promote their products to community. Most
common opinion for advertising is non-personal method of communication. According to
Winter et al., (2021), this tool also could be regarded as non-personal method of
communicate information, and they are usually paid by the sponsors to persuade the
customers to change the behavior or perception about products and services or viewpoints
through the various media.

1|Page
2.3. Social media advertising
In the past five years, the internet has changed the way people work, communicate, and live.
This new kind of internet is fed by new types of online content, applications, and services
called social media. Social media accomplished a new viewpoint for marketing, where
consumers take a more active role as marketers (Voramontri and Klieb, 2019). According to
Bradley & McDonald (2011), Social media define as “An on-line environment established for
the purpose of mass collaboration”. Social media considers as new type of un-paid media,
established on the internet by organizations and marketers or advertisers (Voramontri and
Klieb, 2019). According to Weber (2019), social media facilitate to everyone to share and
subscribe to online conversations, not like the usual media such as TV, radio and newspapers
that are providing one-way communication. In the world internet population out of 80% used
social media as well as 47% them are used social media weekly basis. According to the
model of Cavazza (2018) explicate social media can be separate in to ten different subgroups
such; each subgroup has different characteristics and functions. According to Kalpan &
Heanlein (2010), six different types of social media identified as shown in Figure: 2.1

collaborative social
projects networking
sites,

blogs and Social Media virtual game

microblogs worlds

content virtual social

communities worlds

Figure 2.1: Classifications of Social Media

(Source: Kaplan & Haenlein, 2009, p. 62)

Currently, organizations used above mentioned social media web sites to advertise their
product and services. It admits many prevalent features from internet advertising such as
entertainment, credibility, informativeness, interactivity, freedom of choice, and two-way
communication. But(cannot use this word) social media advertising also has its uniqueness

2|Page
because(cant use this word) of especial features of social media, which make it different from
Internet advertising (Kolek & Saunders, 2018) as an example social media facilitate to create
user-generated contents as well as users could upload, share and modify their contents. (pls
check the sentence again and the place of citation used)

2.4. Social media advertising in the banking sector

Social media use in the banking industry is unique in certain ways. In most situations, banks
are seen as traditional, dignified organizations, and their marketing materials reflect this.
However, electronic or Internet banks (letter i) are often more innovative in many areas
(Vejacka, 2015). Retail banks (meaning of retail banks?) may reach a large number of
prospective clients by using social media, and doing provides them with excellent
opportunities to get feedback and analyze data about their campaigns in the relevant social
media. They often target the younger generation of consumers, who are more active on social
media, therefore their marketing may be more social media-focused. According to Cheng et
al., (2021), banks in general need to improve their reputation for innovation. In order to
increase good attitudes among prospective customers and increase the credibility of the banks
in question, it is important to build a positive word-of-mouth reputation, even via social
media (electronic word-of-mouth). According to Durkin et al. (2014), banks use Facebook (as
one example of social media) largely to track and address consumer comments and concerns.
According to Madche (2015), the bank has to be in the same physical location as its clients,
which explains their heavy social media presence. Social media may also affect bank
clients'(‘) education. For instance, Deutsche Bank offers movies on its YouTube channel that
describe financial products and provide introductory financial education (Madche, 2015). In
South Africa, banks have had success teaching young people money management and saving
techniques through YouTube (Chikandi wa et al., 2013).

However, Mitic and Kapoulas (2012) findings show that customers have little need for social
media interaction with banks. As a result, they recommend that progressive and creative
banks use social media for marketing and communication, particularly with young customers
who are more likely to follow new trends. In their 2015 study, Durkin and colleagues
emphasized the use of social media as a means of gathering consumer feedback and
addressing concerns, which helped to partly alter the methods of offering customer care.
When Chikandiwa et al. (2013) included the educational potential of social media in
developing markets, they obtained comparable findings. Social media has been highlighted as
a technique for increasing brand reputation by Rokka et al. (2014). Many more studies

3|Page
examine how social media may be utilized by financial institutions to manage connections
with consumers, increase the value of small banks, manage brand image, and/or increase
financial literacy (e.g., Murray et al., 2014; Durkin et al., 2014; Farshid et al.,
2011; Chikandiwa et al., 2013).

2.5. Consumer attitudes towards social media advertising

Attitude is defined as "a person's persistent positive or negative appraisal, emotional
sensation, and behavior preferences toward an item or concept,"(italic) per Kotler and Keller
(2006). People's (‘) attitudes have the power to influence whether they like or loathe
something, whether they gravitate toward it or away from it. As a result, attitudes have an
impact on how people behave and cause them to act consistently in response to similar
objects (Kotler and Keller, 2006).

A consumer is more likely to utilize a product the better their opinion about the brand. In
contrast, the less enthusiastic a person is, the less likely they are to use the product (Chiou et
al. 2018).

Users are more inclined to utilize blogs again when they believe that they are essential and
useful, claim Shiau and Lu (2020). Their degree of pleasure also affects whether they want to
keep using blogs. According to Cha's (‘)(year)research, the more consumers regard
purchasing services on social networking sites as helpful and simple to use, the more positive
they feel about buying for actual goods on such social networks. Cha (2019) discovered the
opposite, stating that reported pleasure had a negative connection with buying attitudes
toward actual things on social networking sites.

A significant portion of Internet(i) users who browse social networking sites have their
shopping choices influenced. According to Miller and Lammas (2020), there are extremely
high expectations for the marketing that may be done using social media apps.

2.6. Theoretical and empirical studies

2.6.1. Theory of reasoned action (I have no idea about this part  is it necessary? If it is
keep as it is. Otherwise pls delete it)
Influential theories of human behavior in society include the reasoned action model (Fishbein
and Ajzen, 2010), the theory of reasoned action (Fishbein and Ajzen, 1975; Ajzen and
Fishbein, 1980), and the theory of planned conduct (Ajzen, 1991). According to the idea of
reasoned action, behavioral intention, which is a function of attitude and subjective norm, is

4|Page
the direct cause of real conduct (Fishbein and Ajzen, 1975). Intentions originating from
attitudes provide the basis of attitude toward a certain conduct, and normative beliefs produce
subjective standards.

Figure 2.2: Theory of reasoned action

(Source: Fishbein and Ajzen, 1975)

The reasoned action model has been used by researchers to forecast a wide range of customer
behavior for a variety of goods and services. For instance, it was often used to anticipate a
variety of actions (Gupta and Arora, 2017; Paul et al., 2016; Hsu and Huang, 2012; Wang and
Ritchie, 2012; Kim et al., 2011; Quintal et al., 2010). Using the idea of reasoned action,
Prayag et al. (2013) assessed local citizens' (‘) support for the 2012 Olympic Games. Han and
Meanin
Kim (2010) investigated whether customers intended to return to a green hotel using the idea
g?
of planned behavior. Recent research employs the uses and gratification theory to analyze
Importa
Saudi Arabia's (‘)use of social networking sites (Al-Jabri et al., 2015). In order to apply these
nce/
ideas to various study situations, additional or subtracted variables have been included.
Perceived uncertainty and experience were some of the characteristics that were taken into
consideration (Quintal et al., 2010). (Wang and Ritchie, 2012). (pls check the way citations
are used)We model the determinants of attitude toward SMM (meaning) and its use based on
the theoretical foundations of the reasoned action method.

2.6.2. Theory of planned behaviour (I have no idea about this part  is it necessary? If
it is keep as it is)
The theory of reasoned action (TRA), which Fishbein and Ajzen first suggested, provided the
foundation for the theory of planned behaviour (TPB) (Ajzen 1991). (1975). The TPB,
developed by Ajzen (1991), modifies the TRA by include perceived behavioral control (PBC)
to better capture fluctuations in behavior that is not totally voluntary.

5|Page
 Figure 2.3: Theory of planned behaviour
(Source: Ajzen, 1991)

Based on their behavioral beliefs, a human generates a favorable or unfavorable attitude

toward a behavior, sees subjective norms about the behavior based on their normative views,
and measures PBC (meaning) based on their control beliefs (Ajzen 1991, 2006). The effect of
attitude, subjective norm, and PBC on behavioral intent (BI). Since behavioral intent (BI)
reflects how much effort a person is willing to put out while executing a behavior, it was used
to predict actual behavior. The greater the desire to conduct the behavior, the more likely it is
to be carried out (Ajzen 1991, 2006).

As a result, the TPB (meaning) claims that the more favorable one's (‘)attitude toward social
media advertising is, the more peers are perceived to support the behavior (subjective norms),
the greater one's(‘) perception of their level of behavioral control (perceived behavioural
control), and the stronger their intention to engage with Facebook (social media?) advertising
(behavioural intent), the more likely they are to actually comment, like, or share the
advertisement (behaviour).

2.7. Factors affecting cosumer attitudes toward Facebook advertising

2.7.1. Entertainment
Entertainment has been identified as an emotional factor contributing to the formation of
consumers’ (‘)attitudes towards advertising (Wang, Zhang, Choi, & D'Eredita, M, 2021). In
advertising the entertainment can be refers to the concept that the message of advertising
should be not only concise considering the limited attention of consumers, but also humorous
or sexy this it would immediately draw consumers’(‘) attention. (Yuanxin & Noichangkid,

6|Page
2011). Therefore, an advertising message could increase the attention to a company’s(‘)
products or services, bringing opportunity for the company. It will impact to the effectiveness
of advertising to continuously deliver entertaining message throughout different media
including social media (Yuanxin et al., 2011).

There should be a meaning for the consumer in the ad and look nice. Not only that it should
appeal as positively affect the advertising value and accordingly affect the attitude
(Ashmawy, 2014). It is not important that entertaining of advertising information to
advertising delivered on traditional media, but it is a crucial factor for the one on the internet
as well as social media (Ducoffe, 1996). Therefore, not like advertisers who use traditional
medias to deliver their messages, the social media advertisers have to consider more and
more about the ways which they can entertain the audience. People’s (‘)feeling of enjoyment
associated with advertisements plays a vital role in the overall value of the advertisement
(Huq, Alm, Nekmahmud & Aktar, 2015). Therefore, it is necessary that the message is
concise and funny, and thus immediately captures the consumers’ (‘)attention.

Most of active Facebook members pass on and receive a product message and attempt to
attach their own views from experience. Their main interest of them is to conduct the entire
cycle with one kind of social affiliation and enjoyment (Shareef et al., 2017).

Therefore, it can be assumed that an entertaining advertising message can be perceived more
positively by social media users. As well as it would eventually affect their attitudes towards
Facebook (social media) advertising (Yuanxin & Pittana, 2014). In creating positive attitude
toward an advertisement includes delivering entertainment for the consumer and it should be
comic and likeable (Ashmawy, 2014). This kind of entertainment features can be used for
involving customers more strongly and make them more familiar with the advertisement or
product (Pahlavan, Krishnamurthy, Hatami, & Ylian, 2020).

According to Ling et al., (2020) advertising can be enjoyable and entertaining in attracting
and maintaining attention given to customers’ (‘)needs and wants. They have further
described that it can serve as an evaluation of entertainment value of an advertisement.
Ducoffe (1996) confirmed that the ability of advertising to entertain can enhance the
experience of advertising exchanges for consumers as well. Entertainment element in
advertising can fulfill consumers’ (‘)needs for aesthetic enjoyment and emotional release
(Huq et al., 2015).

7|Page
2.7.2 Informativeness
Informativeness can be defined as the degree of usability and effectiveness of the information
contained in an online advertisement (Chan et al., 2014). In other hand Informativeness can
be defined as “the ability of advertising to inform consumers of product alternatives that
purchases yielding the greatest possible satisfaction can be made” (Italy)(Ducoffe, 1996).
Whether the information delivered to public through online advertising is sufficiently
informative should be ensured by the companies. It is certain that the informativeness of the
content is extremely important in being persuasive (Chan et al., 2014). The goals of
advertising relate to creating awareness, informing customers, and creating desired perception
for the product or brand (Ashmawy, 2014).

It is certain that the informativeness of the content is extremely important in being

persuasive. The information in the message is the predictor to affect consumers for receiving
greater value from the advertisement (Yuanxin et al.,2011). Researchers identified that, for
any kind of advertisement, whether traditional or online, informativeness is imperative to
create consumer exposure, attention and positive perception towards the advertisement
(Shareef et al., 2017).

An informative online advertisement is an advertisement that consists of specific, relevant,

and reliable facts about an advertised product. As well as the criteria of an informative
advertisement are valuable sources of information, able to provide brand information, able to
provide up-to-date information and the information provided are capable of assisting
consumers in decision making processes (Chan et al., 2014).

The quality of the information placed on social media might have an effect on the social
media users’ (‘)perceptions of companies and their products or services in advertisements.
Here we thus consider information would be positively associated with perceived value and
social media users’ (‘)attitudes (Chan et al., 2014).

The quality of the information placed on social media might have an effect on the social
media users’ perceptions of companies and their products or services in advertisements. Here
we thus consider information would be positively associated with perceived value and social
media users’ attitudes (Chan et al., 2014). The researchers found that the offered information
in these ads is relatively basic but adequate in order to understand what the advertisers want
to communicate. (same as above parah)

8|Page
As Khan & Luo (2002) expressed the concept of informativeness is extended from the Users
and Gratifications Theory (UGT). This theory is an approach to realizing why and how
people actively find out specific media to satisfy their specific needs. Because (cant use this
word)of importance of informativeness in ads, there should be exact matching between
consumers’ needs and wants and producers’ offerings, it leads greater marketplace
efficiencies (Pollay & Mittal, 1993).

2.7.3 Irritation
According to the context of advertising, the irritation can be defined as, employed tactics that
annoy, offend, insult, or are overly manipulative consumers are likely to perceive it as
unwanted and irritating influence (Ducoffe, 1996). According to that, the consumer will
presumably feel disturbed and will not be persuade by the advertisement, if anything about
the advertisement is irritating, (Ashmawy, 2014). Based on Ducoffe's (‘)model, irritation has
a negative response on the advertising. The irritation is based on measuring the extent of the
advertisement to be troubling, invasive, disturbing, inferring, distracting, intrusive, forced, or
obstructive (Ashmawy, 2014).

Ashmawy (2014) has stated that, when advertising engage approach that annoy, offended,
and disrespect or are scheming, the consumers are likely to perceive advertising as unwanted
and irritating. If consumers feel irritation about the message for any reason, they are
unwilling to be exposed to, be attentive to or receive a positive impression from the
advertisement (Shareef et al., 2017). And according to him, any advertisement can distract
consumers from receiving the intended meaning of the statement, and thus have a negative
effect on the value of the advertising. Sometimes the strategies that advertisers use when
competing for taking consumers’(‘) attention can be interrupting to the audiences.

According to Ashmawy (2014), this concept can be useful when it wants to explain how
negative feelings arise from some advertisements. Most of companies have to think whether
their advertisements are annoying or irritating when they make their advertisements, because
(cant use this word) when they are annoying, offend and manipulating consumers may have
perceived as unwanted. Therefore, under that advertising context, recent research also found
irritation to be a factor that affects attitude toward mobile advertising (Shareef et al., 2017).

2.7.4 Credibility
Credibility can be defined as the level of reliability of a message or content to provide
accurate and reliable information (Kelman & Hovland, 1953). Advertising credibility is the

9|Page
consumers’ (‘)perception of the truthfulness and believability of advertising in general.
According to Alder and Rodman (2020), credibility is the believability of the consumers
towards an advertisement. Therefore, credibility can be referred as the objective and
subjective components of the believability of a source or message. According to that,
credibility refers to whether or not people trust the content of advertisement. It indicates the
trustworthiness or usefulness of advertising as well.

One of the definitions of the credibility of an ad is “The extent to which the consumer
perceives claims made about the brand in the ad to be truthful and believable, and perceive
the source to have knowledge and skills, and to give truthful and unbiased information”
(Ashmawy, 2014).

The components of credibility are credible, trustworthiness, convincible, and believability

(Chan et al., 2014) As well as they have noted that, credibility deals with sources such as
individuals, organizations, and the media. Trustworthiness can refer to the intention of the
source to provide correct information (Chan et al., 2014). Corporate credibility refers to the
degree of consumers believe in a corporation’s(‘) trustworthiness, forms part of a
corporation’s (‘)image (Chan et al., 2014). Convincible refers to how powerful an online
advertisement is capable of persuading consumers to view the advertising (Mahmoud, 2012).
Believability refers to consumer reaction (favorable or non-favorable behavior) towards
online advertisements (Korgaonkar & Wolin, 2012). Even though the internet has an
unchecked flow of information and that the quality of information was not subject to the
same analysis shown to classic media; it still was considered a more credible source of news
information (Yakoop et al., 2011).

Corporate credibility has an impact on online advertising where the advertisement is being
perceived as originating from a credible source (Chan et al., 2014). Addition to that they have
expressed that, using of indirect persuasions such as pictures and images in the advertisement
has increased than using words in the advertisement because (cant use this
word)photographic images can serve as documentary evidence and this makes it more
persuasive to persuade consumers to view the online advertisement.

The internet was found to be the least credible medium to advertise in, with consumers
regarding it with the highest level of skepticism (Yaakop et al., 2011). Credibility plays an
important role in advertising because (cant use this word)it may lead to a higher perception of

10 | P a g e
the promoted product and consumers may feel good and comfortable with the advertisement
(Kwek, Lau, & Tan, 2010).When an advertised message tries to change people’s (‘)minds
and compete with their pre-existing beliefs, consumers will not easily accept the
advertisement (Chan et al., 2014). However, if the advertisement is matched with the
consumers’ (‘)existing beliefs, the advertisement can confirm and strengthen their existing
beliefs.

2.7.5 Interactivity
Interactivity can be described as means for individuals to effectively communicate with each
other, regardless of distance or time (Ha & James, 1998). Based on the findings of previous
studies, one of the most distinctive characteristics of advertising that is delivered on the
internet is interactivity (Ashmawy, 2014). The interactivity is essential to exchange the
information between consumers and advertising providers. The aim of interactivity in
advertising is to change the perception or the behavior of consumers through this action and
reaction response (Chi & Hsu-Hsien, 2011). As well as he stated that, in the context of social
media interactivity, information needs from social media users could be satisfied through
clicking the links that are shared by other users.

It is believed that high level of perceived interactivity will incur positive and favorable
attitudes towards the advertisement on social networking sites (Yaakop et al., 2011).
Furthermore, they have expressed that, the ability to attract users to use text, images, videos
and links as interactive content is one of the interactive capacities of Facebook (social media)
as strategies to track and share new products with consumers. As well as, the general
awareness and visibility of the products and brands can be improved through creating social
media profiles and updating them frequently. The multilingual social media profiles will
provide information about the business, links to the website and different information
channels that build credibility, when customers are searching for information about a
company (Yaakop et al., 2011).

According to Ashmawy (2014), the internet-based media has facilitated the interaction
between company and consumers, and between consumers themselves. As well as they have
stressed that interactivity is fundamental as it allow to change consumer’s(‘) and advertisers.
Companies are utilizing interactivity in order to enhance customer communication, and it is
one of the Facebook characteristics.

11 | P a g e
The primary task of Facebook is to connect people as other social media websites (Yaakop et
al., 2012). Therefore, it allows marketers to create company pages by creating personal
profiles and then they can provide direct information about the company, products and
services and have links to the website. Most of companies build social media campaigns to
make brand awareness (Yaakop et al., 2012). Therefore, Facebook (social media) has created
a way for companies to bring their products and services in a different way to the customers.

According to Chi & Hsu-Hsien (2011), the interactivity depends on the context. According to
him interactivity refers to a user centered interaction with machines, messages, or other users
in social network context and it focuses on the experiential aspect of networking process. It
enables consumers to participate in personal social networking by selecting the content,
timing, and communication act (Yuanxin & Noichangkid, 2011).

When an advertisement appears on every page of Facebook, (social media) it enables the
companies to reach potential customers in a cost-effective way and it is less time consuming
(Yaakop et al., 2012). Due to this reason, the companies can target customers who are more
likely to purchase their products and for that they can use the cookies from the Facebook
user’s (‘) web browser.

According to Ashmawy (2014), social media have been acclaimed for having an effect on
every stage of the consumer decision-making process as well as an effect on general opinions
and attitude formation. It is believed that high level of perceived interactivity will incur
positive and favorable attitudes towards the advertisement on social networking sites.

12 | P a g e
2.8. Literature summary

Author Year Title Findings

Ducofee 1996 Advertising value and Advertising value is a useful
advertising on the web measurement criterion for evaluating
advertising effects generally, and
particularly in the case of the Web
Duncan & 1988 A communication- Interactive communication at three
Moriarty based marketing model levels—corporate, marketing, and
for managing marketing communication—leads to
relationships the brand relationships that drive
brand value
Chouhoud 2013 Measuring the impact There is an impact of Celebrity
of celebrity Endorser Endorser Attributes on Private
Attributes on Private University Students' Behavioral
University Intention in Egypt
Students'Behavioral
Intention in Egypt
Winter et al 2021 The effects of trait- Personality traits are believed to
based personalization drive consumers' behaviors on social
in social media media
advertising and their responses to social media
advertising
Voramontri and 2019 Impact of social media Social media usage influences
Klieb on consumer behaviour consumer satisfaction in the stages
of information search and alternative
evaluation, with satisfaction getting
amplified as the consumer moves

13 | P a g e
 along the process towards the final
purchase decision and post-purchase
evaluation.
Weber 2019 Marketing to the social Digital platforms support to build
web: How digital communities for the business.
customer communities
build your business
Cavazza 2018 Social Media Social media is a critical platform
Landscape for managing consumer behaviour
Kalpan & 2010 Users of the world, Social media has challenges and
Heanlein unite! The challenges opportunities in businesses to decide
and opportunities of their profitability.
Social Media
Kolek & 2018 Online Disclosure: An Substantial proportions of students’
Saunders Empirical Examination profiles contained contact
of Undergraduate information, course schedules,
Facebook Profiles positive references to the University,
and pictures of students’ consuming
alcohol
Vejacka 2015 Social media Word-of-mouth recommendations,
marketing in prices of services, and the
comparison with other satisfaction of their requirements
forms of marketing in had greater infl uence on their
the slovak banking decision-making process.
sector
Cheng et al 2021 Prevalence of social Prevalence of social media addiction
media addiction across varies by classification schemes and
32 nations: Meta- culture.
analysis with subgroup
analysis of
classification schemes
and cultural values
Durkin et al. 2014 Perspectives on the While social media could add value

14 | P a g e
 potential for social to the small firm–bank relationship,
media to improve the medium would be most effective
communication in when used in a secondary capacity
small business–bank to personal face-to-face relationship
relationships building
Madche 2015 Interview with Bank has a strategic partnership with
Wolfgang Gaertner on SAP and is transforming the core
“Digitalization in systems for our retail banking
Retail Banking:
Differentiation and
Standardization
Through IT”
Chikandi wa et 2013 The adoption of social The ACCESS model and the OASIS
al. media marketing in model are the most commonly used
South African banks implementation models in South
African banks. Further to that,
findings indicate that Facebook and
Twitter are the main tools used by
banks and they are used for reactive
customer service and advertising
Mitic and 2012 Understanding the role Primary reasons for refraining from
Kapoulas of social media in bank social media included: low customer
marketing demand for such form of interaction
with banks; concerns over safety of
Web 2.0 for banking; and lack of
alignment with current RM
strategies.
Rokka et al. 2014 Balancing acts: Social media environments amplify
Managing employees the need for distinct corporate
and reputation in social reputation management practices
media and, challenges and solutions vary
across companies in different sectors
and business.

15 | P a g e
Murray et al. 2014 Analysis of a scholarly The quality and accuracy of
social networking site: information provided on a scholarly
The case of the social networking site are paramount
dormant user to its success and effectiveness.
Gupta and Arora 2017 Facebook Usage School students have positive
Patterns and School attitudes toward Facebook
Attitudes advertising
Paul et al. 2016 Social media mining Given the ever-increasing amount of
for public health social media data around the world,
monitoring and interest in such systems will only
surveillance increase over time
Hsu and Huang 2012 An extension of the There is a predictive power of
theory of planned behavioral intention on actual
behavior model for behavior
tourists
Wang and 2012 Understanding Following factors that contribute to
Ritchie consumers attitude consumersí perceptions of ads:
toward advertising entertainment, irritation,
informativeness, credibility, and
demographic
Al-Jabri et al. 2015 Understanding the Enjoyment, freedom of expression,
usage of global social and social interaction were found to
networking sites by influence Twitter usage. Gender as
Arabs through the lens well as user experience has a
of uses and moderating effect in the relationship
gratifications theory between self-presentation and usage
Wang et al. 2021 Understanding Consumersí attitude towards
consumers attitude advertising, designers and marketers
Toward advertising can better strategize their advertising
designs
Yuanxin & 2011 Bored with Ads?: A Attitude is influenced by the
Noichangkid Study Investigating characteristics of social media
Attitude towards Social advertising such as informativeness,

16 | P a g e
 Media Advertising entertainment and interactivity
Ashmawy 2014 Measuring university There is positive attitudes of
student's attitude university students towards
towards facebook Facebook advertising
advertising
Shareef et al. 2017 Social media There is significant differences in
marketing: developing advertisement value and
Comparative effect of forming a favorable attitude towards
advertisement sources advertisements when the product-
related message was developed by
these three distinct groups, who have
different source derogations.
Ling et al. 2020 The determinants of This in turn has impacted the
consumers' attitude formation of consumers' attitude
towards advertising towards
advertising
Huq et al. 2015 Customer’s attitude Customer’s attitude towards the
towards mobile mobile advertising has explained by
advertising in the entertained, informativeness,
Bangladesh credibility and incentive have
positive and irritation has negative
influence on consumer attitude
Chan et al. 2014 Consumers' attitude There are four variable that
towards online consumers will evaluate their
advertising: the study experiences in the advertising. These
on information entire variables play important roles
responses in influencing consumers’ attitude
towards online advertising
Korgaonkar & 2012 Web advertising and Seven belief factors and the attitude
Wolin Hispanics factor, along with age and income
levels, are significantly correlated
with the three usage contexts of Web
advertising

17 | P a g e
 Chiou et al. 2018 Fake news and After Facebook's (social media) ban
advertising on social on advertising by fake new sites, the
media: A study of the sharing of fake news articles on
anti-vaccination Facebook fell by 75% on Facebook
movement compared to Twitter
Table 2.1: Literature summary
(Source: Developed by author)

2.9. Chapter summary

This chapter has focused on discussing the factors affecting consumer attitudes towards social
media advertising based on literature theoretically and empirically. Advertising, social media
advertising and social media advertising in the banking sector has discussed with relevance to
the background of the current study with the support of past literature. Several theories
regarding consumer attitudes have been taken into account. With that, the theory of reasoned
action behaviour and the theory of planned behaviour has used to explore consumer attitudes.
The independent and dependent variables were defined and related literature has been
provided to support the variables and their relationship.

18 | P a g e