Ad Formats on Social Media; Image, Video, Carousel, Stories, and Polls

Social media advertising encompasses a diverse range of formats designed to capture user attentionand achieve specific marketing objectives (Dias et al., 2020). Among the most prevalent are imageads, which utilize visually compelling graphics and concise messaging to convey a brand'smessage; these ads are particularly effective for driving brand awareness and generating interestin products or services (Aquino et al., 2012). Video ads, capitalizing on the immersive nature ofmoving images, offer a more engaging and dynamic format for storytelling and productdemonstrations, leading to increased brand recall and purchase intent (Huang & Gong, 2024).Carousel ads present a sequence of images or videos within a single ad unit, allowing advertisersto showcase multiple products or highlight different aspects of a single offering, effectivelycatering to diverse customer preferences and purchase motivations. Stories, a ephemeral contentformat popularized by platforms like Snapchat and Instagram, provide a unique avenue for brandsto connect with audiences in a more authentic and informal manner (Meyers, 2017). Brandsleverage stories to share behind-the-scenes glimpses, time-sensitive promotions, and interactive