Impact of Social Media Advertisement on Brand Image

Abstract

This study aims to examine social media marketing's effect on a brand's image. And to find out the relationship between them, in this study, there are three factors, the independent variable is Facebook and YouTube and the dependent variable is the brand image. A conceptual model on how advertisements using social media works on the brand image was constructed, findings reveal that advertising on YouTube has a greater impact on a brand image as compared to Facebook advertising, which does not have a significant effect. Although Facebook has a larger user base than other social media platforms it is not a reliable source for advertising as users tend to scroll through ads rather than wait for them to finish. In contrast, YouTube is considered a more reliable resource for advertising, as viewers must wait for ads to complete before watching their desired content. Essentially, YouTube and other social media platforms serve as effective tools for raising consumer awareness and maintaining brand recall. However, the study suggests that Facebook advertising does not contribute significantly to brand image. The sampling method utilized in this study is convenience sampling, with 50 surveys questionnaire distributed among the university students including professors directly by visiting the campus and 120 responses get from an online questionnaire, Total of 170 users are used as the sample for this study, Data were collected over one month, the collected data was analyzed using two software programs: Smart PLS and SPSS. This study provides a comprehensive picture to marketers about Which social media platform is more effective for making a positive brand image in consumers' minds this study assists marketers to choose an effective social media platform.