EFFECTS OF SOCIAL MEDIA ADVERTISEMENT AND BRAND AWARENESS ON BRAND IMAGE IN CONSUMER’S MIND

Abstract

The exponential increase in the number of users—particularly social media users—has elevated the importance of social media advertising to unprecedented levels. Social media platforms offer advertisers extensive reach, interactive engagement opportunities, and improved targeting capabilities, enabling brands to deliver tailored messages to specific consumer segments. In this environment, the design and content characteristics of social media advertisements have become especially influential in shaping how consumers notice, interpret, and remember brand-related messages.

The purpose of this study is to examine the effects of social media advertising characteristics and brand awareness on brand image in consumers’ minds. Specifically, the study focuses on four prominent social media advertising attributes—creative characteristics, celebrity endorsement, attention-grabbing details, and emotional appeal—and evaluates their contribution to brand awareness efforts and their subsequent influence on consumers’ perceived brand image. A quantitative, survey-based methodology was adopted to identify which characteristics significantly affect consumer perceptions. Data were collected through a structured questionnaire administered to social media users, and the responses were analysed to assess the relationships among the study variables and determine the extent to which advertising attributes and brand awareness predict brand image.

The findings indicate that creative elements of advertisements, celebrity endorsements, attention-grabbing details, and emotional appeal—commonly applied in brand awareness campaigns—are associated with more favourable consumer perceptions of a brand and contribute to brand image formation. The study further concludes that consistent strategic emphasis on these attributes strengthens brand awareness and plays a crucial role in developing and enhancing brand image in consumers’ minds. These results provide practical guidance for marketers and brand managers by highlighting the advertising features most relevant to improving brand image through social media campaigns