The purpose of the article is to provide a comprehensive advertising model, which examines the impact of the identified predictors such as entertainment, informativeness, irritation, credibility, incentives and personalization on social media advertising value (SMAV) and further see the impact of SMAV on the attitudes of millennials towards social media advertising (ATSMA). A quantitative and deductive approach of research was followed, where data were collected using a self-administered questionnaire from 478 Indian social media users. The model developed was validated using exploratory factor analysis and confirmatory factor analysis followed by structural equation modelling to test the relationships between the identified predictors and SMAV. The results confirm the relationship between identified predictors and SMAV. Also, positive relationship has been found out between SMAV and ATSMA. Further, in the research article, there is a detailed discussion on results, implications, limitations and directions for future work.

The article proposes a conceptual model based on social media advertising, which examines the impact of some identified antecedents such as entertainment, informativeness, credibility, incentives, pre- purchase search motivation and social escapism motivation on attitude towards social media advertising and further see the impact on purchase intention. A quantitative approach of research was adopted, where data was collected using a self-administered questionnaire from 472 Indian social media users. 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.

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