A STUDY ON THE IMPACT OF ONLINE ADVERTISING ON SOCIAL MEDIA EXPERIENCE (KEY IJP************636)

• Aarthi S

Abstract

This study investigates the impact of online advertising on the social media experiences of users, focusing on how ads influence perceptions, engagement, and behavior across major platforms like Facebook, Instagram, and Twitter. Social media has become a key arena for brand communication, making it essential to understand user responses to various ad types, including video, influencer promotions, and sponsored posts. The study examines critical factors like ad relevance, frequency, and format, which are shown to significantly affect user interactions and engagement, while also introducing challenges like ad fatigue and privacy concerns.Employing a mixed-method approach, including surveys and statistical analyses such as Chi-square, correlation, and ANOVA, this research reveals that while personalized and relevant ads can positively impact user engagement and brand perception, excessive exposure may lead to disengagement and privacy anxieties. Key findings indicate that brands should prioritize ad diversity, transparency in data collection, and give users greater control over ad personalization. These insights provide a framework for brands to balance personalization and privacy, ultimately fostering a more engaging and trusted social media experience. This research provides actionable recommendations to help advertisers refine their social media strategies to align more closely with user expectations.