Impact of Social Media Advertising on Brand Awareness and Customer Engagement

Abstract

The primary objective of this research is to investigate the impact of Social Media Advertising Spending (SMAS), Ad Creativity (AC), Frequency of Advertising (FA), and Social Media Platform Selection (SMPS). The primary focal points of interest in this research encompass Brand Awareness (BA) and Customer Engagement (CE). The analysis includes a moderator variable, namely industry type (IT), to investigate variations across different sectors. This is accomplished by employing a Multi-Group Analysis technique to evaluate these variations across various sectors. The data was collected by administering survey questionnaires to a sample of 500 individuals who are residents of Saudi Arabia. The collected data underwent a comprehensive analysis, encompassing a total of 290 responses that were ultimately incorporated into the final analysis. The study's results indicate that there is a positive relationship between Social Media Advertising Spending, Ad Creativity, Frequency of Advertising, and Social Media Platform Selection and brand awareness and customer engagement. The previously mentioned discoveries provide insight into the peculiarities within the relationship between variables associated with social media advertising and brand outcomes, specifically within the industry. The aforementioned findings provide significant contributions to both theoretical understanding and practical implications for optimising strategies related to social media advertising. However, it is imperative to recognise specific constraints within this research, including its restricted scope for specific enterprises and its cross-sectional design. Potential areas for future research include the investigation of diverse market segments, the exploration of emerging platforms, and the adoption of longitudinal designs to achieve a more comprehensive understanding of the complexities involved.