ASSESSING THE EFFECTIVENESS OF ONLINE SOCIAL MEDIA ADVERTISING ON CONSUMERS' PRODUCT PREFERENCE

Abstract

This study examines the effectiveness of online social media advertising on consumers’ product preferences, with a focus on how advertisements on platforms such as Facebook, Instagram, TikTok, and X influence consumer behavior, brand awareness, and purchase decisions. A descriptive research design was employed to systematically collect and analyze data on consumer attitudes and behaviors toward social media advertising. Purposive sampling was used to select 30 respondents aged 18–35 who actively use social media and have been exposed to advertisements. Data were collected through a structured survey questionnaire comprising demographic items and core questions on advertising effectiveness. The results indicate that frequent exposure to advertisements significantly enhances brand awareness, with video ads proving to be the most engaging format. Ad placement, particularly in high-visibility areas such as feeds and stories, was also found to positively influence purchasing decisions. The study also emphasizes the importance of relevance and personalization in driving consumer interest. However, some respondents reported experiencing ad fatigue due to excessive advertising, highlighting the need for balanced ad frequency. These findings underscore the value of strategic social media advertising in shaping consumer preferences and provide actionable insights for businesses aiming to optimize their marketing campaigns.