Measuring the Impact of Digital Social Media Advertising on Brand Awareness and Online Engagement

Abstract The rapid expansion of digital social media platforms has transformed advertising practices and intensified competition for consumer attention, making it essential for marketers to understand the effectiveness of social media advertising outcomes. This study examines the impact of digital social media advertising on brand awareness and online engagement, drawing on the stimulus–organism–response (S–O–R) framework to explain consumer responses to advertising stimuli. Using a quantitative research design, data were collected through a structured survey administered to active social media users. The study employs partial least squares structural equation modeling (PLS-SEM) to assess the relationships among digital social media advertising, brand awareness, and online engagement. The findings reveal that digital social media advertising has a significant and positive effect on brand awareness, which in turn enhances consumers’ online engagement with brands. Additionally, digital social media advertising demonstrates a direct influence on online engagement, indicating its role in shaping both cognitive and behavioral consumer responses. The results provide empirical support for the theoretical assumption that well-designed social media advertising functions as an effective marketing communication tool capable of strengthening brand-related outcomes in digital environments. This study contributes to the marketing communication literature by offering empirical evidence on the mechanisms through which digital social media advertising influences key brand outcomes. From a managerial perspective, the findings highlight the importance of strategically designed social media advertising content to improve brand visibility and foster meaningful consumer engagement. The study concludes with limitations and directions for future research to extend understanding of digital advertising effectiveness.