Consumer Attitudes in the Digital Age: Navigating the Landscape of Social Media Marketing

Today's marketing relies heavily on online advertising platforms, especially social media, to promote the marketer's brand. This platform is seen as more effective, opening space for advertisers to be creative and being a profitable investment due to the high cost of buying media, which is cheaper than other media platforms. This study examines the influence of content-related variables, including content type, frequency, and format, on
consumer attitudes. It evaluates the impact of social media usage patterns on consumer attitudes toward social media marketing among
USIM students. This study uses a quantitative methodology, with an online survey distributed to 100 students from USIM students. SPSS was
used in this study to analyze the data. Therefore, advertisers need to understand the attitude of users, especially the current generation of users, towards marketing on social media since they are the most active generation using social media. Consumers' attitudes toward marketing influence their responses to advertising, and consumer response behaviors such as avoiding online ads result from their negative attitudes toward advertising that may be due to cultural influences that have been shown to influence consumer behavior and consumption