International Journal of Scientific Research and Engineering Development

Social media has emerged as one of the most influential tools of contemporary business that are transforming the way a brand interacts and the customer reacts. Instagram, Facebook, LinkedIn, and X platforms enable companies to communicate with a greater number of people immediately, establish connections and enhance brand loyalty. Simultaneously, markets have issues such as consumer weariness of ads, untrustworthiness and resource scarcity in smaller companies. Studies depict that the way people respond to advertising on social media depends on various elements including creativity, trust and usefulness of advertising content, and personal characteristics like gender influence attitude. Brand awareness is further supported by influencers and user-generated contents that add more authenticity and engagement. In sum, the most successful social media marketing is one that balances the reach and reliability, which is why future strategies must rely on customer-centric marketing strategies that would adjust to both cultural differences and long-term behavioral changes.