Importance of customization in molding attitudes toward social media advertisement

Abstract---Digital Marketing has revolutionized and taken over the traditional form of marketing, the objective of the research paper is to understand the attitudinal aspect of customer with respect to social media advertisement. Most of the past studies related with social media advertisement have mainly focused on developed countries, while minimal consideration has been given to countries that are in a development phase. So research paper in hand intent to bridge the research gap. Ducoffe proposed advertising prototype which was used to comprehend the attitudinal elements and expanding the prototype by including ‘customization’ and ‘benefit’ construct. Structural Equation Modeling was used to analyze the data that was collected from Malaysian consumer. Results reveal that reliability, customization, enlightenment and amusement all have straight and progressive impact on Ad value, whereas very implicit impact on customer attitude with respect to social media advertisement. Customization happens to be the most important element influencing other correlated variables.