Overview

Beyond Likes and Shares: The Real Impact of Social Media Advertising presents a structured and research-driven examination of how consumers perceive and respond to advertising on social networking platforms. In an era where digital media increasingly complements traditional channels, this book investigates whether social media advertising genuinely influences purchase behaviour and how its effectiveness compares with conventional media.Drawing on empirical data and quantitative analysis, the study explores factors such as purchase intention after ad exposure, perceived price effectiveness, delivery reliability, product quality, advertising credibility, online buying complexity, preference for cash on delivery, and the adoption of social media over traditional media. It also analyses demographic variables including gender, income, and occupation to understand variations in consumer response.Written in clear and accessible language, the book bridges advertising theory with real-world consumer insights, offering valuable guidance for students, researchers, and marketing professionals seeking to understand the measurable impact of social media advertising.

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9786209659171

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