Interactive Advertising Engagement on Social Media

The convergence of interactive advertising and social media platforms has revolutionized thelandscape of digital marketing, offering unprecedented opportunities for brands to engage withconsumers in dynamic and personalized ways. Traditional marketing methods, which primarilyrelied on broadcast media to reach a wide audience, have gradually given way to interactiveapproaches that prioritize engagement and customer experience (Hu, 2023). This shift is largelydue to the interactive nature of social media, which fosters two-way communication betweenbusinesses and consumers, facilitating feedback and enabling organizations to tailor theiradvertising efforts to meet customer expectations and needs (Puspanathan et al., 2021). The riseof social media has created a demand for a clearer, more informative definition of interactivity,and the integration of digital technology into integrated marketing communications enableseffective management across diverse media channels, with the potential for superior outcomes andcollaborative results in business (Qi et al., 2024; Qiao, 2019). The essence of interactiveadvertising lies in its capacity to involve consumers actively in the advertising experience, moving