INVESTIGATING THE FACTORS OF SOCIAL MEDIA ADVERTISEMENTS INFLUENCING BRAND PREFERENCE AMONG YOUNG CUSTOMERS: AN EMPIRICAL STUDY

Abstract

This article presents an empirical study aimed at investigating the factors of social media advertisements that influence brand preference among young customers. With the increasing popularity and influence of social media, businesses are leveraging these platforms to promote their brands and products. However, understanding the specific factors that shape brand preference among young customers in the context of social media advertising is crucial for effective marketing strategies. This study employs a quantitative approach, collecting data through surveys from a sample of young customers. The collected data is analyzed using statistical techniques to identify the significant factors influencing brand preference. The findings provide insights into the factors that businesses should consider when designing social media advertising campaigns targeting young customers.