1 ALLIANCE UNIVERSITY FINAL REPORT Topic: "Analysing Impact of Social Media on Brand Awareness and Consumer Decision Making” Submitted to: Dr Rajeev Airani (Alliance School of Business ) Submitted by: Jayshree Thakur Reg No: 2022MMBA07ASB211 Batch : Mba (2022-2024) July 2 3 4 Master of Business Administration ACKNOWLEDGEMENT It is a great pleasure for me to acknowledge the assistance and support of many individuals who have been responsible for the successful completion of this project work. First, we take this opportunity to express our sincere gratitude to Alliance School of Business, Alliance University for providing me with a great opportunity to pursue our Master’s degree in this institution. I would like to thank my mentor Dr Rajeev Airani, Professor, Alliance School of Business, Alliance University for sparing their valuable time to extend help in every step of my project work, which paved the way for smooth progress and the fruitful culmination of the project. I am also grateful to my family and friends who provided me with every requirement throughout the course. We would like to thank one and all who directly or indirectly helped us in the Project work. 5 TABLE OF CONTENT Content Page No. EXECUTIVE SUMMARY CHAPTER I INTRODUCTION RESEARCH MOTIVATION OBJECTIVE OF THE STUDY EXPECTED OUTCOME CHAPTER II REVIEW OF LITERATURE CHAPTER III RESEARCH METHODOLOGY COMPUTATIONAL FRAMEWORK HYPOTHESIS DEVELOPMENT CHAPTER IV RESEARCH RESULTS QUESTION ANALYSIS RESULT DISCUSSIONS AND FINDINGS CHAPTER V CONCLUSION REFERENCES ANNEXURE 6 CHAPTER 1 EXECUTIVE SUMMARY The advent of social media platforms through this revolutionized marketing and advertising structures of businesses by rendering a massive opportunity to connect with customers all over the globe. This digital media era we are in nowadays, comprehending the impact of social media advertising on brand awareness and purchase intentions is of paramount significance to organizations that are targeting market share. This executive summary of the study titled "The roles of social media advertising channels on brand awareness and purchase intentions" summarizes the major findings and implications, as well as offers recommendations based on the conducted research. The key goal of this research study is to check out the connection between social media advertising, brand awareness and purchasing decisions to fill the research void existing in this area and to provide helpful information for marketers and company managers. By approaching this topic from different perspectives such as theory, empirical research and newest trends, this study focused on understanding how social media advertising shapes consumer perception and behaviour. Made on the basis of the research, the key findings suggest that social media advertising really serves to increase brand awareness as well as buying intentions. Social media has become the most important tools for marketers to build their brand through the widespread use of social media platforms, along with the increase of targeted advertising techniques by the businesses. Additionally, the advertisement on social media increases consumer purchase, as a consistent pattern of individuals saying that they bought products after seeing ads on social media platforms is observed. Striking theoretical considerations is that they spur practices as well as perceptions of marketers and business enterprises. Through the use of social media advertisement organizations are able to higher-up their brand visibility, and increase loyalty among buyers to achieve the desired level of sales conversions. For example, gaining insights into the variables that determine consumer reactions to social media advertisements- including the niche, relevance, engagement, and interactivity aspects- may help influence the creation of more successful bespoke strategies targeting the likings and patterns of specific target groups. The survey research recommends that the social media advertisements should be data-driven using analytics, for success measurements campaigns and targeting optimizations. The fact that creating a real connection with the customers and spending time on building solid relationships using relevant content and unique experiences can bring about the elevation in attitude toward the brand and customers engagement should be emphasized. Conclusively, the presented paper demonstrates it is a useful analysis that shows social media interaction, brand consciousness, and purchase desires are closely related. Through identifying of strengths and weaknesses of social media which now rules the digital world, organizations can leverage these platforms to create building block for successful company engagement, which would help not only with brand growth, but also with retention of loyal customers. 7 INTRODUCTION In age of Digital, social media has become an important means of mass communications which empower marketers to reach their consumers and promote brands that regulate consumers` attitude and purchasing intention. The combination of social media platforms including Facebook, Instagram, Twitter, and LinkedIn offers businesses strategic opportunities to extend their influence beyond their target audience with a variety of techniques that generate new ways of impact. A key aim of social media advertising is to increase the perceptual stimuli of websites of products or of companies that you see as brands – a massive influence on the consumption decision of consumers. The social interchange media advertising, impact on brand awareness, and desired outcomes has attracted researcher’s, marketers’, and the practitioners’ attention significantly. Realizing social media advertising as a leverage to boost the quality and quantity of consumer perceptions, attitudes, and behavior towards brands is a key for the marketer to plan the product launch or re-launch with a new approach in modern market competition. Hence the thesis is designed to investigate the complicated ethical link between the social media advertising, the brand recognition, and also the buying tendency of consumers from the marketing field in depth. The reason why I am choosing this topic to research is based on the fact that the field of digital marketing is constantly changing, with social media being an essential part of it to act as a channel of communication and advertisement. Harnessing the power of social media platforms which have billions of active users, organizations can now build greater relationship with their targeted audience, increase goodwill or brand equity and consequently augment sales. On the one side, social media advertising does help to reach to advertising’s objectives, on the other hand, there is a debate what social media advertising does and if it is effective. On the other hand, while, the whole literature is about the influence of social media advertising on brand awareness and purchase intentions, individual factors, there is a chip in the knowledge about the interconnectedness among them. It is also an aim of this dissertation that the gap is bridged and made clear the complex dynamics involved by this, what would be the contribution of the dissertation to the growing knowledge about consumer behaviour in the digital era and the insights for marketers. By the end of this study, we do not cover just an academic inquiry but also offer high possible implications for business practices and marketing leaders. Social media advertising is a complex area that needs to be analysed from the point of view of strong drivers of brand awareness and purchase intentions. This is vital for business strategic planning in the aspect of social media advertising. This way, companies can focus their resources on the most effective strategies, which will definitely maximize their return on investment (ROI). Secondly, the information and data gathered from this research can also be applied when developing individualized and precisely targeted marketing campaigns that are on-point and actively engage consumers. This paper concentrates on the impact of social media advertising on brand awareness and purchase intent, an area that is still lacking in the current literature. The work can be of benefit in both academic and industrial fields. This study covers various perspectives through theoretical frameworks, empirical studies, and the practical applications in scope of broader media focus more on consumer behaviour and its impact on the marketing strategy and philosophy. 8 RESEARCH MOTIVATION Social media, which has resulted from the digital age, has changed the way the marketing discourse has been flowing and businesses address customers + posing pluses and minuses to marketing practitioners. Today, social media usage is gigantic with many active users on platforms such as Facebook, Instagram, Twitter, and LinkedIn being the major platforms. Social media now represents the most widely used advertising tools, delivering stunning reach as well as exceptional targeting capabilities. In the wake of the establishment of social networks as a future communication platform, along with the influencing power of social media on brand awareness and purchasing intentions, the role of social media advertising is a dynamically emerging research priority. Among the major inspirations for this study stands out the assertion that brand awareness contributes significantly to the way consumers behave and determine the success achieved by any business venture. Consumer recognition is a must for every brand equity and for the companies to gain the trust of their consumers. The brand equity of a firm is the value that consumers associate with the brand. Nowadays the use of social media advertising is catching on, therefore, the research in this area should be conducted to establish the impact of social media advertising on brand awareness, and also to understand the efficiency of social media channels as a tool for brand building. In addition, social media advertising and purchase intentions are crucially affected as this is the key area for marketers aiming at implementing sound marketing strategies and maximizing return of investment. Prior studies have provided the necessary framework to draw individual conclusions about consumers' responses in terms of brand awareness and purchase intention but a piece out, i.e. images of relatedness of these constructs, is missing from the research literature. This research look at the way social media marketing affect the brand awareness and purchasing intentions of the consumers; it therefore hope to provide a wide range of understanding about consumer behaviour in digital era. 9 OBJECTIVE OF THE STUDY The marketing program with the topic " The Influence of Social Media Advertising on Brand Awareness and Purchase Intentions" is focused on the investigation of three main aspects that are designed to figure out social media advertising effects on brand image and purchase behaviour of the consumers. Objective 1: On the one hand, Social Media Advertising has considerable impact on Brand Awareness. The study has the first goal of the evaluation of the effect of social media advertising on brands. Modern digital realm where everyone is overwhelmed with marketing messages all the time is one of the greatest difficulties to the advertising industry. They have to find how to measure effectiveness of these advertisements in boosting the awareness of certain group of people. It is the aim of this objective to collect empirical data and to analyse the literature, which will help to establish the degree of brand familiarity and brand recognition affected by social media advertising. Surveys, interviews, and data analysis are all implemented for the research in order, to really determine brand awareness metrics, including brand recall, brand recognition and brand association, in respect of social media advertising. Objective 2: Taking Social Media Advertising’s Effect on Purchase Intention into Consideration The second point of discussion is the role social media advertising plays in driving purchase intention. Brand recognition is a key driver of consumer acceptance of a product. However, the primary endpoint of advertising is often to turn those inquiries into sales. This objective will investigate how social media advertising affects purchase decisions from consumers who saw an ad on social media outlets. The research is designed to comprehensively look into various factors that include ad engagement, message relevance and brand value discovered in previous studies and to determine the mechanisms through which social media advertising shapes consumers' purchase decisions. Based on the statistical data obtained and the hypothesis testing process, the study will attempt to determine the level of influence that social media advertising may have on the purchase intention. Objective 3: Highlighting the Influencers of Consumer Attitudes and Their Reactions towards Social Media Advertising The aim of the researcher in the third objective is to identify the driving forces of consumer perceptions and reactions towards social media advertisement. Identification of the motivators of engagement with social media advertisements is crucial since it is this factor that will determine how effective advertising campaigns will be. This objective is aimed at exploration of the factors, like content relevance, interactivity and communication channels that effect the attitudes and behavior of consumers to social media advertising. This research uses qualitative and quantitative methods like, surveys, focus groups, and content analysis, to unravel the core determinants of consumer reactions and perceptions to social media ads. 10 EXPECTED OUTCOMES The predicted outcomes of the study have crucial bearings on the scope of academic researches and its applicable value in marketing. Thus, this research proceeds by novel views and opinions towards the existing finding about social media advertising and its effect on consumers' judgment to deepen the understanding about the mutable connections between marketing methods and consumer cognition. In addition to this, knowledge in the sphere of social media advertising will be the next big asset for us. Through the integration of the theoretical approaches and empirical findings, this work intends to look into the case of how social media advertising impacts brand awareness and purchase intent. The main objective of the research is to analyze and interpret the mechanisms which links social media advertisements to consumer attitude and behaviour. Data generated from such an attempt will contribute to an improving on our understanding of digital marketing practices. As a next step, the findings of our study are planned to provide useful information to advertisers who would like to make their social media campaigns more targeted. This research aims to accomplish this by analyzing what factors affect the social media advertising consumer reaction and perception so as to offer solid ways of improving advertising campaigns. Marketing experts, therefore, learn the significance of crafting distinct and captivating content which is customized to speak directly to their audiences. As a result, it leads to more awareness of the brand and guides to the decision-making process. To add on, the studies findings may illuminate the potential of personalized and customized content streamed through social media to foster consumer engagement. Through the stress on the necessity of content and its relevance, interactivity, and mentioning of function of such media as a tool for the distribution of messages, the study may give an advice to the marketers to follow the innovative approaches to social media marketing that are focused on consumer engagement and relationship- building. This research strives to educate and provide the competency to marketers so that they could simply and pertinently draw up the emerging trends on the digital advertising landscape with confidence and precision. 11 CHAPTER 2 LITERARTURE REVIEW This literature review for the research project that I am performing is founded on a through consultation of scholarly works, research papers and articles on social media advertising, brand awareness and intentions to purchase. A thorough examination of the theme permeated my study. Finally, the principle has been laid bare and it can be seen as vital in today's context. An obvious example that the investigation has revealed is the maturing process of social media advertising. The development and evolution of the social media platforms in which modern marketing was initialized were analyzed, thereby revealing the direction of this quickly spreading marketing phenomenon. Smart (2020), in his presentation, shed light on the birth and development of social media advertising which branches out innovations, milestones, and trends to formulate the modern digital advertizing (Smart, 2020). Through the analysis of the social media advertising early history researchers can be even more specific about the technological developments, behaviors of consumers and forces that are driving that phenomenon. The theoretical frameworks of consumer behavior that accounts when people are exposed to social media advertisements is also critical and well covered in the literature mention. The reflected elaboration likelihood model (ELM), proposed by Petty & Caciopo in 1986, was considered as the classic and prominent theoretical model of explaining how people process persuasive information in order to make a decision in social media advertising. Moreover, the 1979 social identity theory put forth by Tajfel and Turner added different, useful dimensions to the effects of group identities and social circles on consumer attitudes and behaviors to a brand at the social media level. Through analysis of the theoretical frameworks, researchers got approaches that guided them and helped with the conceptualization of the mechanisms that sustained consumer decision making on social media advertising. To that point, a set of the factors, which are responsible for the popularity of the social media adverting have also to be discovered during the literature review. Chu and Kim (2011) underlined the roles of content relevance, interactivity, engagement, and message dissemination in the achievement of innovative strategies that generate a brand awareness and build loyalty among customers on social media platforms. Through the use of literature review, empirical research and theoretical prospects researchers came to understand how marketers are able to enlighten their brands in social media advertising through the use of different strategies and tactics. Marketers should keep in mind that the perception of credibility provokes emotional reactions in potential consumers and, therefore, it is important to be aware of these factors, to create convincing and effective ads for them. Furthermore, the literature review into advertising and individuals purchasing differentiated is another focal point. Pham and Johar (2011), a study on how social media ads impact the consumer assurance strategy, intentions of purchase, and eventual placing of orders. Through analyzing case studies, empirical research, and the theoretical perspectives on the subject, researchers have become aware of the cognitive understanding, emotional triggers, and situational factors which assist consumers to 12 formulate their intention to buy what is advertised on social media platforms. As technology and its ability to influence consumer behavior has dramatically changed recent years, it is becoming imperative that marketers pursue to comprehend the mechanisms behind purchase intentions in order to provide the best advertising strategies and promote sales conversions through social media. To summarize, after the thorough literature review a clear picture on the key themes, related to social media advertising, brand awareness and purchase intentions has been gained. By blending together ideas from scholarly research and empirical study reports, researchers discovered a number of different viewpoints on the emergence of the social media advertising, theoretical statements that explain about the consumer behavior, factors that make the brand known, as well as the connection between the social media advertising and the decision of the people to pay money for a product. The findings in this phase for it set a rationale for the succeeding stages of the research project. 13 GAP IDENTIFIED The literature study carried out for this research project revealed a very important conspectus within which could be said that there is a scarcity of gap in existing research in which the relationship between brand awareness and purchase intentions within the context of social media advertisement is considered. Whilst various studies have been done to explore each of these elements individually, there seems to be a lack of comprehensive research that assess their changing relationships together and the underlying mechanism synchronously (Mittal and Lassar, 1996). The existing experience targeting mismatch is a reminder of the desire of the more elaborate analysis that not only covers this knowledge gap but also untangles the complex dynamics involved to further educate us in the customer behavior in the digital age. The current literature has mainly concentrated either on the brand awareness or purchase intentions as evident in the literature with no much focus on their interdependent character emerging due to the social media marketing as a platform. Whilst some studies have looked at how social media advertising affects brand proliferation others have scrutinized its relation to purchase intention; which is mostly regarded from two comprehensive standpoints, provides independence. Nevertheless, being able to realize the fine line between the highest levels of awareness and the dampened effect on purchase intentions can be instrumental in the establishment of powerful advertising tactics that lead to the increased engagement of the customers and eventually to conversion. The indicated gap in the literature signals the need for research that focuses on the exploratory approach, encompassing the dependent relationship between competitive brand awareness and purchase intents in the arena of social media advertising. By illuminating the connecting mechanisms between the constructs, that is, cognitive processes, emotional responses and behavioral measures, researchers would be able to provide valuable inputs into the cognitive phenomenon, emotional reaction and behavioral triggers that govern consumer decision-making in the digital era. Furthermore, the complex calculus that explores social media impact on both brand visibility and purchase likelihood can be used as a blueprint in designing precision advertising tactics in social media platforms that are potent enough to boost both brand visibility and purchase likelihood significantly. Besides, bridging the intellectual gap is vital for developing a practical basis for marketing science, which will truly yield results. By blending social psychology, communication studies, and digital marketing together with the consumer behavior theories, researchers will have a more profound understanding of the ways how social media marketing affects the perception one makes of a product end up in behavior. Moreover, this comprehensive and interdisciplinary approach is not only enriching the academic conversation but also pratical applications that are useful that for those who are trying to successfully navigate the intricacies of digital marketing. 14 Research Methodology Research Methodology: Data Sources: Primary data: Enquires, interviews. One-to-one Success Management and customer loyalty programs. Secondary data: Research materials like books, magazines, documents, reports and all related internet sources. Methods and Techniques of Data Collection and Analysis: Methods and Techniques of Data Collection and Analysis: Surveys: Conduct what are referred to as 'online surveys' to get clients' feedback and arrive at statistical data. Interviews: The research process will involve conducting a semi-structured interview with the person who shops online. Case Studies Academic literature, industry reports: By evaluating empirical case studies and research reinforced by statistical data, to know the impact that reviews have on customers purchase decision. Data Analysis Techniques: Quantitative Analysis: The behavioral statistical techniques that will apply include regression analysis and Anova in the attempt to establish cause-and-effect connection between online reviews and buying decisions. 15 HYPOTHESIS The null hypothesis (H0) of regression, generally, postulates that independent variables do not have any significant correlation with a dependent variable. The opposite hypothesis (H1) assumes, in the meantime, that there is a significant link between the indendent variable and the dependent variable. H0 (Null Hypothesis): There is not sufficient evidence supporting the hypothesis that social media ads tend to increase brand awareness. H1 (Alternative Hypothesis): Social media advertising works well in increasing brand awareness. These suppositions really mean that we are determining if social media adverts have any contribution to make on brand awareness. If the regression test gets the null hypothesis rejected, then it proves that the significant linkage does exist between social media Ads and brand awareness. COMPUTATIONAL FRAMEWORK The framework to tackle the central question of the research uses the following variables. Variables: • Dependent – Brand Awareness & Purchase Intentions • Independent – Social Media Advertising 16 RESEARCH OUTCOME: SUMMARY OUTPUT Regression Statistics Multiple R 0.42301959 R Square 0.17894557 Adjusted R Square0.12420861 Standard Error 1.0483626 Observations 81 ANOVA df SS MS F Significance F Regression 5 17.96525 3.59305 3.269191 0.01004217 Residual 75 82.42981 1.099064 Total 80 100.3951 CoefficientsStandard Error t Stat P-value Lower 95% Upper 95%Lower 95.0%Upper 95.0% Intercept 3.53600556 0.589993 5.993296 6.66E-08 2.3606783 4.711333 2.360678 4.711333 Have you ever purchased a product or service after seeing its advertisement on social media?-0.18127458 0.450346 -0.40252 0.688444 -1.07840947 0.71586 -1.07841 0.71586 How would you rate the overall effectiveness of social media advertising in raising awareness about brands and products?-0.32790508 0.13163 -2.49111 0.014945 -0.59012553 -0.06568 -0.59013 -0.06568 Have you ever had a negative experience with social media promotions? Did it affect your purchase decision?-0.34058768 0.167604 -2.0321 0.045685 -0.67447206 -0.0067 -0.67447 -0.0067 Do you find social media advertisements for [Brand/Product] relevant to your interests or needs?0.18803521 0.20598 0.912881 0.364231 -0.22229817 0.598369 -0.2223 0.598369 Have you recommended [Brand/Product] to others based on your interactions with its social media advertisements?-0.09834408 0.258983 -0.37973 0.705217 -0.61426412 0.417576 -0.61426 0.417576 17 Analysis of the above Regression outcome and Anova. Regression Statistics: Multiple R: 0.42301959: Here is the correlation coefficient. It determines the intensity of the linear connection between the dependent variable and the independent variables. R Square: 0.17894557: This is the coefficient of determination. It indicates the proportion of the variation in the dependent variable that can be explained by the independent variable. Adjusted R Square: 0.1240861: This is the adjusted determination coefficient. It corrects the R Square for the number of predictors in the model. Standard Error: 1.0483626: That is the standard error of the estimate. It is the standard deviation of the error term (residuals). Brief Conclusion The model predicts to 12.41% of the dependant variable variation, which is also acquired by Adjusted R Square 0.1240861. therefore, the model presumed that the level of the residual unexplained by the model is high, considering that a considerable proportion of the variance left unexplained. The F Statistic from the ANOVA table stands at 3.269191; it is at 0.01004217 level of significance. Given the p-value being less than 0.05, we will reject the null hypothesis which indicates that the parameters of the regression are all equal to zero as a level of confidence of 95%. Hence, at least one of the explanatory variables is usually judgable according to the statistics and helps partially with explaining the dependent variable. 18 QUESTIONAIRE RESPONS ANALYSIS It seems to be a pie chart indicating with colour portioning the distribution of responses from the sample of 80 responses by gender. Here’s a detailed breakdown. Male: The bulk of the chart is in the shape of blue, which is assigned as the label for the category “Male”. This part of the survey response counts for 66.3% of the total. It means that male respondents are in majority. Female: The second-largest sliver of the chart is red and signifies the “Female” category. Namely that area forms 32.5% of all respondents, and thus women constitute a considerable part of those who responded. Bisexual: That’s a tiny sliver of "Bisexual" in the category. The exact portion isn't revealed in the image, but it seems like a very small fraction of the total answers. The above pie chart critically examines one of the factors i.e. age. Content to be added… 19 The pie chart represents data collected from 80 responses to the survey question “How many social media platforms do you actively use?”. The largest segment, coloured in orange and accounting for 42.5%, represents individuals who actively use 2 social media platforms. The second-largest segment, blue, represents 36.3% of respondents who actively use 1 social media platform. The smallest segment, yellow, represents 21.3% of respondents who actively use 3 or more social media platforms. 20 The main part, marked in blue and composing 60.5%, reflects the persons who use social media platforms several times a day. The next most important component, orange, stands for the respondents who use social media daily which counts for 25.9 percent. The yellow piece shows that 11.1% of interviewees use social media platforms in one week. The smallest group, green, indicates the users of social media that are seldom. We can summarize from this that many people use the platforms regularly up to a number of times per day while some use it on a daily basis. A smaller quota of the respondents use it once a week or they rarely do so. The largest of the segments, in orange and accounting for 48.1%, refers individuals who only occasionally get social media adverts. The second biggest category which is blue shows 30.9% of respondents are constantly engaging with social media ads. The red segment indicates 18.5% of the respondents who do not engage with social media ads regularly. The smallest group, green, is for people who never engage with social media advertisements. In here, we can conclude that the majority of the participants usually do not interact with social media ads, next to those who frequently interact. However, fewer respondents involved infrequently or never engage with social media ads. 21 The largest portion, presented in blue and covering 92.5%, is responses "Yes". The remaining section, in red and at a 7.5% proportion, are those who responded “No”. From this, we then can draw the conclusion that most of the respondents had bought a product or a service after seeing its ad on the social media, and only a few of them hadn't. The pie chart is divided into five slices marked 1 to 5, which remove represents productivity rating. The mostpopular segment found in green color and covers 38.3% of the whole data for category “4” rating. The next most inclined labeled ‘3’ coming in orange color, showcases the 27.2% of the total replies. 22 The third big segment is purple, meaning ‘a score on the 5th point’ and it amounted 24.7% of the answers. The other part, white and blue stands for the ‘1’, and the last segment red for ‘2’. Their exact percentages are not in the end just look narrower than the other parts. It would seem that the majority of the audience feel that social media advertising is to a certain extent efficient in raising the brand or product awareness of the companies offering it (3 and above rating on the scale). Nevertheless, there were few of respondents who found skating inefficient as indicated by their ratings of it (give me only information of ratings not their actual value). The pie chart is divided into three segments, each representing a response: “Yes,” “No,” or “Perhaps” 42% (blue section), however, answered with “Yes”, which reflected that their negative experience made them change their mind to purchase. 28.4% (orange segment) answered with “No,” meaning they did not have such an experience or it did not influence their choice. 29.36% (yellow section) replied with "Maybe," implying that the decision-making process was either complicated or affected them in different ways. This data seems to show that respondents who had negative experiences with social media postings were many and hence, their buying decisions were affected. But nevertheless, the majority participants either did not have that experience or were sure of its influence on their lives. This shows social media endorsements and consumer behaviour having a complicated side. 23 The pie chart is divided into three segments, each representing a response: “Yes,” “No,” or a “Maybe.” 44.4% (blue slice) recorded “Yes” implying they like our ads and find them relevant. Out of 100 respondents, 37% (the portion shown by orange section) have opted for “No,” which means they do not think them relevant. 18.5% (grey segment) willing to reply with “Maybe” which suggests that the viewers have not understood the aim straight forwardly of the advertisements. This indicates that, roughly half of the respondents felt the Facebook ads were relevant towards the things they like or need, however, the other half either found them to be not meaningful or uncertain about their relevancy. Hence the role of the targeted advertising in the social media marking strategies should not be underestimated. The pie chart is divided into three segments, each representing a response: “Yes,” “No,” or “Probably.” 24 64.2% (sky blue section) marked “Yes”, therefore they acknowledged that they have put their personal recommendation on the brand/product since they have watched social media advertisements of the product. 19.8% (orange part) of them said “Maybe” which is doubt of whether the doctor had done such recommendations before or not. 16% (red section) through "No" analysis showed that these users have not talked about the brand/product after their experience with its social media ads. This information indicates that the high proportion of customers, who have suggested the brand or product to others based on exposure of its social media advertisements. Nevertheless, a significant proportion have neither been proposing such measures, nor are fully confident in the recommendations. This shows the power of social media advertisement in influencing word of mouth marketing. 25 CONCLUSION The current state of marketing process is marked by an increased use of social media advertising where organizations are able to boost their visibility, interact with their intended customers, therefore, to create buying intents. By means of some studies on the social media advertisement impact towards the increased brand awareness and anticipated purchases, several expositions as to the effects have been found. One can clearly draw a conclusion from this situation that the online media channels in actual fact have unrivalled reach ability which leads to large audiences of different demographics. It is a completely different ballgame with the advent of sophisticated targeting options that allow brands to pinpoint specific consumers based on their interests, behaviors, and demographics and consequently impact how relationships are built with consumers. Using targeted messages, digital platforms and established communication channels brands can incrementally increase their visibility and brand awareness among customers that may be interested in purchasing their products. That is, in addition, social media introduces the responsive concept since brands can be easy by a way of their consumers. Branding through social ads can involve many ways of communication such as interactive posts, engaging videos or immersive experiences with consumers being able to lead the discussion both ways. The creation of such an association not only improves the way consumers view the brand but also helps in the purchase decision path by cultivating an atmosphere of loyalty and trust between the consumers and the brand. Also social media ads have capability to utilise user-generated content to promote their brand, and word- of-mouth marketing to amplify the branches’ credibility and range. Consumers being dependent on their near ones' preferences and social proof for purpose of making purchasing is one of the most important foundations of modern marketers. The idea is to draw the users into a steady communication level and trigger their willingness to create content about the brands’ products or services. This concept enables brands to take full advantage of the social influence mechanism to force the target audience into purchase intent. Moreover, the two key features of social media marketing, i.e. measurability and analytics, empowers brands with indispensable data enabling them to determine the effect of their advertising campaigns. Through accurate measurements of main performance indicators, brands are able to improve their own communication strategies on the go, which maximizes the visualizations of brand knowledge and intentions to purchase. But it is likewise important to notice that the effects of social media advertising on the brand awareness and purchase intentions are not unrivaled by the obstacles. It has impede up-sight competition in a world where social media platforms just keep getting more cluttered. Brands that wish to strive must incessantly introduce innovative and inclusive materials to reach their target audiences amidst the noise. Besides, privacy, data security, and ad weariness which are the common factors for consumer concern focusing on ethical and transparent use of advertisements is of importance. In brief, social media ad's are extremely crucial for publicizing the brands and stimulating customers' purchasing decisions in this digital generation. Sustainable brands have been utilizing the distinct attributes of social media platforms such as mass reach, engagement, and influence to reach, engage, and trigger their buyer to respond positively thus helping a business achieve the desired results. Nevertheless, the process of social media advertising is more complicated and offers one much wider experience which involves authenticity, creativity and consumer-centricity. Social media as regularly changing phenomena requires brands to reinvent and evolve their advertising approaches with a view to quartering ground and offer effective brand communication. 26 27 28