The advertising sector’s evolution due to new media has led to a focus on social networking sites (SNSs) for reaching core audiences affordably. Video advertising on platforms like YouTube, Instagram, and Facebook is gaining momentum. A survey with 356 respondents across demographics revealed strong positive relationships between advertising value perception and attitudes, as well as insights into higher-order constructs like brand love, analyzed through structural equation modeling (SEM). The study underscores the importance of trustworthy, authentic ads in addressing consumer concerns for increased value perception. It provides a model for effective advertising strategies on SNSs in India, emphasizing entertainment and information value while addressing authenticity and privacy issues.

Social networking sites, video advertising, brand love, advertising value perception, attitude

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