摘要：Over the past few years, social networking Iuls became papular and accerunt for a major chunk of the time internet users spend online. With the increase in online users, advertisers are tempted to explore & exploit social networking sites as a new advertising delivery vehicle. Moreover, advertisers increasingly recognized the potency of social community in terms of interactivity which includes shopping experiences, personalized selections, wide information search and greater convenience. This study makes an attempt to decipher the embedded attitude of the customers towards online advertising on the social community sites. It further investigates the instrumentality of key discriminating attributes configuring attitude on the premise of customers' proclivity for online advertising. Nevertheless, the study renders scope to test the supremacy of online advertising over other conventional media for advertising. The study advanced in the paper weruld provide enough insights to the marketers, advertisers, and strategy makers at the top of the organizational pyramid for framing strategy to maximize the fiwourable impact of advertising on a spectrum of mass media.
