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The scales adapted from the previous studies were validated using exploratory factor analysis (EFA) and then two-step structural equation modelling (SEM) was applied which included confirmatory factor analysis (CFA) followed by hypothesis testing in AMOS 22.0. The results indicated a significant role of informativeness, entertainment, credibility, incentives, pre- purchase search motivation and social escapism motivation in predicting attitudes towards social media advertising, further purchase intention was significantly predicted by attitudes towards social media advertising.<\/p>","DOI":"10.4018\/ijebr.2020040104","type":"journal-article","created":{"date-parts":[[2020,2,14]],"date-time":"2020-02-14T11:38:31Z","timestamp":1581680311000},"page":"47-68","source":"Crossref","is-referenced-by-count":18,"title":["An Empirical Study on Determining the Effectiveness of Social Media Advertising"],"prefix":"10.4018","volume":"16","author":[{"given":"Taanika","family":"Arora","sequence":"first","affiliation":[{"name":"Amity College of Commerce and Finance, Amity University, Uttar Pradesh, India"}]},{"given":"Bhawna","family":"Agarwal","sequence":"additional","affiliation":[{"name":"Amity College of Commerce and Finance, Amity University, Uttar Pradesh, India"}]}],"member":"2432","reference":[{"key":"IJEBR.2020040104-0","doi-asserted-by":"publisher","DOI":"10.1016\/0749-5978(91)90020-T"},{"key":"IJEBR.2020040104-1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2018.06.001"},{"issue":"5","key":"IJEBR.2020040104-2","first-page":"30","article-title":"Functional and belief dimensions of attitudes to television advertising: Implications for copy testing","volume":"32","author":"L. 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