Copyright © 2025 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{173170,
        author = {Dr.ASI LAKSHMIPRIYANKA and B.LALITH ADITYA},
        title = {Effect of Social Media Advertising on Brand Awareness among College Students in Vizianagaram, Andhra Pradesh},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {9},
        pages = {2331-2338},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=173170},
        abstract = {The Social media landscape is the revolutionized method of how brands interact with consumers, and a large part of the target audience, college students, spends a lot of time active online. Also anyone who uses internet must have heard about popularity of social media and used it for advertisement. Based on literature review, coupled with empirical research, we explore the impact of various social media advertising techniques on consumer behavior. We administered a survey to 112 college students who regularly use Instagram, Facebook, and TikTok. Through statistical analysis (MANOVA test), we examined the association between social media advertising exposure and brand recall, perception and purchase intention. Research suggests visually captivating content, influencer marketing, and interactive advertisements play a considerable role in driving brand visibility. Younger students (18-22 years) remember brands, while older students are cautious in choosing what to buy. The effectiveness of ads is largely determined by the authenticity and emotional appeal.
The research provides key insights for marketers into how to best tailor social media campaigns to college students. This further emphasizes how and why custom content is vital for generating brand awareness and loyalty. By analyzing and understanding digital consumer behavior, businesses can significantly enhance their marketing strategies and make a stronger impact in a social media-obsessed, digital world.},
        keywords = {},
        month = {March},
        }