ATTITUDE OF CONSUMERS AND ISSUE OF CREDIBILITY IN FACEBOOK ADVERTISING OF COUNTERFEIT PRODUCTS

One of the reasons affecting the perception of consumers and their attitude towards buying the product is the credibility of Facebook Advertisement and the Counterfeit Product. In this modern age where consumers are well aware of the products. They research thoroughly about the product before proceeding towards the last stage of the buying cycle. Social Media Platforms have made our lives easier. Everything we want to know is at our fingertips. However, research studies on SNS's and how they are perceived by their users are relatively limited especially how online factors influence users' perceptions and attitudes towards advertising of Counterfeit products on SNS's. This paper aims to examine the online factors that influence consumers' perceptions and attitudes towards advertising counterfeit products on Facebook. A total of 30 respondents participated in our research paper. The results suggest that there are five online factors that significantly influence consumers’ attitudes toward advertising on Facebook. The factors are Credibility, Entertainment, Perceived Interactivity, Privacy and Ad Avoidance. The results of this study revealed that the independent variables have a significant effect and positive influence on the dependent variable. All hypotheses were accepted. The study helps in understanding the consumer attitude towards the Facebook advertisement of counterfeit products.