Impact of Social Media Retargeting on Customers with Reference to Coimbatore City

Abstract - Social media retargeting works by connecting you with shoppers who have already visited your site on social channels while incorporating shopper behavior from the open web. As shoppers browse elsewhere after they leave your site, social retargeting can reintroduce them to products they’re already interested in and offer them a promotion that encourages them to return to your website and purchase. Facebook and Instagram make it easy for marketers to retarget consumers with a variety of ad formats. The study aimed to identify the opinion of online shoppers about social media retargeting and examine the relationship between the frequency of social media use, clicks, and conversion. The data was analyzed using descriptive analysis, ordinal regression, and chi-square. The study's findings provide insight into the effectiveness of using Social media re-targeting. The results showed that Social media ads are effective in making consumers progress through the purchasing process and that highly personalized ads result in a lower click-through-rate but higher conversion rate than medium personalized ads. Index Terms – Social Media Retargeting, Retargeting, Retargeting ads, Behavioral targeting, Personalized ads, Ad frequency, Clickthrough rate (CTR), Remarketing, Cross-platform advertising, Retargeting Campaigns, Dynamic Retargeting