Title: Assessing the factors of social media advertising: integrated ISM-MICMAC approach

Authors: Deepika Bandil; Vivek Agrawal

Addresses: Institute of Business Management, GLA University, Mathura, India ' Institute of Business Management, GLA University, Mathura, India

Abstract: Advertisers are utilising social media platforms for marketing and advertising related activities, which address a wide range of audience including kids. The purpose of this paper is threefold: to identify the factors of social media advertising (SMA) that affect kids, to develop a model using the identified factors, and to classify the factors under four clusters as per their dependence and driving power. Eleven factors have been shortlisted with the expert opinion. These factors are arranged in a systematic model or digraph by implementing interpretative structural modelling (ISM) methodology. Further, with the help of MICMAC analysis, these factors are grouped under four clusters. This study provides a comprehensible relationship model among the identified factors, which can help managers to decide on their advertising scheme. Research on the effects of SMA on kids in Indian context is still untapped and need to be explored. Therefore, this paper can be a good start to initiate research in this arena for future research scholars.

Keywords: social media; advertising; kids; purchase intentions; ISM.

DOI: 10.1504/IJBEX.2024.139114

International Journal of Business Excellence, 2024 Vol.33 No.1, pp.21 - 47

Received: 23 Apr 2020
Accepted: 08 Mar 2021
Published online: 14 Jun 2024 *

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