Retargeting on Facebook, Instagram, and Social Media Usage Among Marketers

AbstractThe digital marketing landscape has undergone a seismic shift over the past two decades, largelyfueled by the proliferation of social media platforms like Facebook and Instagram (Lee, 2020).These platforms have not only revolutionized how individuals connect and communicate but havealso fundamentally altered the way businesses engage with their target audiences (Francisco etal., 2021). Digital marketing, encompassing the promotion of products or brands through digitalmedia, has become a cornerstone of modern business strategy, offering a direct, personalized, andtimely means of communication with potential customers (Guarda et al., 2019). The rise of socialmedia has presented marketers with unprecedented opportunities to monitor consumer attention,cultivate brand recognition, and foster deeper consumer engagement (Hisyam et al., 2024). Socialmedia marketing represents the integration of social media utilization practices and principles intomarketing strategies and activities, highlighting the growing importance of technological