Author(s): Arunkumar A, R Sugirtha, S Santhana Jeyalakshmi, U Vijayashankar,
Penetration of mobile phones and internet platform has created an opportunity for the advertisers to reach the potential consumers personally. Thus, the study attempts to know the intergenerational difference in attitude towards social network advertising. The study focusses on the attitude of generations such as X, Y and Z based on Generation Cohort Theory and Congruence Theory. The study adopted structured online questionnaire to measure the dimensions such as informativeness, irritation, trustworthiness, entertainment and intrusivess. Findings of the study revealed that there is difference in attitudes towards advertisement among three generations. The finding also suggests the incongruence of attitude between generation. Findings of the study provides further scope for the marketers to study the advertisement behaviour based on generational cohorts.