Effectiveness of Social Media Advertising on Consumer Engagement

Dr. Kailash Kumar Sahu, Assistant professor, Amity University Raipur (C.G.)

Sujal Singh Keshariya, Enrollment no.- A80306422127 BBA, Semester-6, Section- D Amity University Raipur (C.G.)

Abstract

Social media has revolutionized how brands interact with consumers. This research explores the effectiveness of social media advertising in fostering consumer engagement. The rapid rise of platforms like Instagram, Facebook, Twitter, and YouTube has shifted advertising strategies from passive one-way messaging to interactive, personalized experiences. This study aims to evaluate which aspects of social media advertising (e.g., content type, personalization, platform, influencer marketing) are most successful in engaging consumers. Using quantitative data collected through surveys and qualitative insights from focus groups, this paper identifies trends, consumer behavior patterns, and advertising strategies that result in higher engagement. Findings reveal that relevance, interactivity, visual appeal, and trust are critical in shaping consumer responses. The study concludes with actionable suggestions for businesses to enhance their social media advertising strategies.