Evolving Factors Influencing Consumers' Attitudes toward Social Media Marketing and Its Impact on Social Media Usage

This study aims to increase understanding of the factors affecting consumer attitudes towards social media marketing and the use of social media. Reviewing theories of reasoned action approach, the paper proposes a research model, which examines the determinants of consumer attitudes towards the use of social media marketing and consequent impact on social media use. Data for the study was collected from 372 consumers in Saudi Arabia. Using the...