The impact of social media advertising on consumer behaviour across different product categories

Abstract

The objective of this thesis was to examine the impact of social media advertising on consumer behavior across different product categories. The study aimed to explore how social media advertisements influence purchasing decisions, brand awareness, and consumer engagement. Additionally, it sought to identify key fac- tors that contribute to the effectiveness of social media advertising in shaping consumer perceptions and deci- sion making. The research was conducted using a quantitative approach, focusing on residents of Kuopio. Data collection involved an online survey to gather insights into consumer experience with social media advertisements. Vari- ous advertising formats, such as influencer marketing, sponsored content, and interactive ads, were analyzed to assess their influence on consumer behavior. A systematic analysis of the data revealed that consumer responses to social media advertisements vary de- pending on the product category, ad format, and level of personalization. Fashion, beauty and electronics brands were found to benefit significantly from social media promotions, while other categories required more tailored advertising strategies. Factors such as ad credibility, relevance, and emotional appeal played a crucial role in determining the effectiveness of social media ads. Overall, the study highlights the growing significance of social media advertising in influencing consumer be- havior. The findings provide valuable insights for businesses seeking to optimize their digital marketing strate- gies by leveraging targeted and engaging content to enhance customer engagement and drive sales.