AN ANALYTICAL EVALUATING THE IMPACT OF SOCIAL MEDIA ADVERTISING ON CONSUMER PREFERENCE DYNAMICS FOR SIMILAR PRODUCTS

Abstract

In a digital setting, where the connection between advertising strategy and consumer purchasing choices is ever-changing, this study examines how social media advertising affects customer preference for comparable items. Social media has emerged as one of the most significant channels through which brands connect users through user-generated content, influencer endorsements, and targeted advertisements to their brand in an interactive and personalized manner. This study uses cross-sectional quantitative methodology and gathers its information through a survey administered to 1,612 respondents. Factor analysis and ANOVA were also considered to examine the factors governing consumer preference dynamics as influenced by social media advertising. As such, the research concluded that there is indeed an association between social media advertisements and consumer preferences whereby individuals perceive product differentiation after they have been exposed to tailor-fit advertisements. These results show that the involvement of the consumer through engaging content and community-driven interactions holds the potential to drive sales in saturated markets. Well-adapted brands to the new medium also benefit through improved visibility as well as loyalty to their customers through these same mediums that are now widely being used to get product information and validate choices. This research adds to our knowledge of the ways social media impacts customer behaviour and gives marketers practical advice for improving their advertising campaigns in a cutthroat market. Illuminating the mechanisms through which social media advertising affects consumer choices, this research paves the way for further exploration of the digital marketing landscape.