Impact Of Paid Advertising On Brand Awareness On Social Media Platforms

Article Sidebar

PDF
Published: Aug 20, 2023
DOI: https://doi.org/10.53555/jrtdd.v6i7s.3438
Keywords:
Paid Advertising Social Media Platforms Brand Awareness Digital Marketing Customer Engagement Targeted Advertising User Perception

Main Article Content

Dr. Nivedita Ekbote

Abstract

In the contemporary digital age, social media platforms have become essential elements of marketing strategies for enterprises. Among these strategies, paid advertising serves as an essential instrument for augmenting brand exposure and awareness. This study examines the influence of paid advertising on brand awareness across prominent social media platforms, emphasizing user perceptions, effectiveness, and engagement. A quantitative methodology was employed to collect data from 160 participants through structured questionnaires. The findings demonstrate that paid advertisements significantly influence brand recall, trust, and consumer engagement. Additionally, demographic factors such as age and employment have a significant impact on consumer responses to paid advertising. This information may aid businesses in developing more efficient and targeted social media strategies.

Article Details

How to Cite
Dr. Nivedita Ekbote. (2023). Impact Of Paid Advertising On Brand Awareness On Social Media Platforms. Journal for ReAttach Therapy and Developmental Diversities, 6(7s), 1352–1356. https://doi.org/10.53555/jrtdd.v6i7s.3438
Issue
Vol. 6 No. 7s (2023)
Section
Articles
Author Biography

Dr. Nivedita Ekbote

Associate Professor Modern Institute of Business Management, Shivaji Nagar, Pune 

References

Dubbelink, S. I., Herrando, C., & Constantinides, E. (2021). Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic. Sustainability, 13(18), 10310. https://doi.org/10.3390/su131810310

Khandagale V, Anute N (2021) A Study on Consumer and Retailer Buying Behaviour with Special Reference to Food and Beverage Products, STM Journals, Volume 11, Issue 1, Page no- 5-11.

Erdoğmuş, İ., & Çiçek, M. (2012). The impact of social media marketing on brand loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/10.1016/j.sbspro.2012.09.1119

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149-165. https://doi.org/10.1016/j.intmar.2013.12.002

Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014

Raab, K., Berezan, O., Krishen, A. S., & Kachroo, P. (2016). The role of responsiveness in driving customer engagement. Journal of Business Research, 69(10), 4146-4153.

Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208. https://doi.org/10.1016/j.jbusres.2013.05.002

Boerman, S. C., Kruikemeier, S., & Zuiderveen Borgesius, F. J. (2017). Online Behavioral Advertising: A Literature Review and Research Agenda. Journal of Advertising, 46(3), 363–376. https://doi.org/10.1080/00913367.2017.1339368

Leonidou, C. N., Leonidou, L. C., & Kvasova, O. (2013). Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior. European Journal of Marketing 47(3/4):8-8. DOI:https://doi.org/10.1108/03090561311297445

Straughan R.D., Roberts J.A. Environmental segmentation alternatives: A look at green consumer behavior in the new millennium. J. Consum. Mark. 1999;16:558–575. DOI: https://doi.org/10.1108/07363769910297506.