Gorde:
| Egile nagusia: | |
|---|---|
| Formatua: | Recurso digital |
| Hizkuntza: | ingelesa |
| Argitaratua: |
Zenodo
2025
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| Gaiak: | |
| Sarrera elektronikoa: | https://doi.org/10.5281/zenodo.18068372 |
| Etiketak: |
Etiketa erantsi
Etiketarik gabe, Izan zaitez lehena erregistro honi etiketa jartzen!
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Aurkibidea:
- <p>Abstract <br>The rapid expansion of digital social media platforms has transformed advertising <br>practices and intensified competition for consumer attention, making it essential for <br>marketers to understand the effectiveness of social media advertising outcomes. <br>This study examines the impact of digital social media advertising on brand <br>awareness and online engagement, drawing on the stimulus–organism–response <br>(S–O–R) framework to explain consumer responses to advertising stimuli. Using a <br>quantitative research design, data were collected through a structured survey <br>administered to active social media users. The study employs partial least squares <br>structural equation modeling (PLS-SEM) to assess the relationships among digital <br>social media advertising, brand awareness, and online engagement. The findings <br>reveal that digital social media advertising has a significant and positive effect on <br>brand awareness, which in turn enhances consumers’ online engagement with <br>brands. Additionally, digital social media advertising demonstrates a direct influence <br>on online engagement, indicating its role in shaping both cognitive and behavioral <br>consumer responses. The results provide empirical support for the theoretical <br>assumption that well-designed social media advertising functions as an effective <br>marketing communication tool capable of strengthening brand-related outcomes in <br>digital environments. This study contributes to the marketing communication <br>literature by offering empirical evidence on the mechanisms through which digital <br>social media advertising influences key brand outcomes. From a managerial <br>perspective, the findings highlight the importance of strategically designed social <br>media advertising content to improve brand visibility and foster meaningful consumer <br>engagement. The study concludes with limitations and directions for future research <br>to extend understanding of digital advertising effectiveness.</p>