COMPARATIVE STUDY OF SOCIAL MEDIA ADVERTISINGVS. TRADITIONAL DIGITAL ADS IN ONLINE SHOPPINGCUSTOMER RETENTION

Aim: The research seeks to compare social media marketing and conventional digital advertisements in retaining online shopping customers. It aims to determine whichapproach is more efficient in improving customer engagement and satisfaction. Thestudy will assess the impact of tailored content and engaging advertisements. Moreover, it will evaluate the influence of both advertising methods on brand loyaltyand enduring customer connections. Materials and Methods:This study utilizedaquantitative method to evaluate the effect of social media promotions versus conventional digital advertisements on customer retention in e-commerce. The datawas arranged in Microsoft Excel and examined with SPSS for descriptive statistics, reliability assessments (Cronbach's Alpha), correlation (Pearson’s correlation), andmultiple regression analysis. The results were depicted using charts and tables, offering insights into the impact of both advertising strategies on customer trust, satisfaction, and brand loyalty. Results and Discussions: The study shows that advertising on social media is more successful in retaining online shopping customers compared to conventional digital advertisements. Social media advertisements utilizetailored content, engaging interactions, and focused promotions, enhancing customer relationships. Conversely, conventional digital advertisements such as banner ads or email campaigns exhibit reduced engagement because of restricted interactivityandgeneric messaging. Conclusion:The research finds that social media advertisingis more effective for customer retention compared to traditional digital ads because of its engaging and tailored characteristics. Nonetheless, both approaches offer distinct advantages when utilized together efficiently