Social Media Advertising

Social media marketing encompasses a multifaceted approach that leverages social media platforms to achieve a spectrum of marketing objectives, extending beyond mere advertising. It involves utilizing social media as an interactive communication tool with stakeholders (Wibowo et al., 2020). This interaction allows companies to connect with consumers, build relationships, amplify brand awareness, and influence consumer behavior (Sohaib et al., 2022). Social media marketing distinguishes itself from traditional advertising through its emphasis on two-way communication and community building (Sabila & Albari, 2023). Social media marketing is characterized by its capacity to foster engagement, encourage user-generated content, and facilitate dialogues between businesses and their target audiences (Wibowo et al., 2020). Companies are using social media marketing activities to reach a specific target market at a low cost and efficiently compared to traditional marketing activities (Shang et al., 2022).