The purpose of this research article is to propose and test a model showing the impact of three positive attributes of social networking advertisements (SNAs) on the generation of positive attitude of the viewers. The model is further used to empirically test the impact of the generated positive attitude towards the SNAs on purchase intention and word-of-mouth (WOM) intention. Online survey was conducted to collect relevant data using structured questionnaire, which was subsequently subjected to structural equation modelling (SEM) using the statistical software AMOS 18. The study shows that SNAs which incorporate three positive attributes, entertainment, information and credibility, result in generation of positive attitude towards the SNAs. Also, once a positive attitude towards the SNAs has been generated, it further results in generation of purchase intention and WOM intention. The present study aims to contribute to the body of knowledge, and help the brand advertisers to design and present SNAs to generate favourable cognitive and behavioural responses from the consumers.
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