Role of Social Media Advertising in Building Brand Awareness among Contemporary Consumer

Abstract

Over the past decade, social media has fundamentally transformed the manner in which brands interact with consumers. Marketing outcomes that once required substantial investment in television or print advertising can now be achieved through a single viral campaign or an influencer’s endorsement on digital platforms. This study examines the impact of social media advertising on brand awareness, drawing on primary survey data collected from 200 respondents as well as two illustrative real-world case studies: Pelé’s promotional association with Puma and Cristiano Ronaldo’s widely publicized rejection of Coca-Cola. The findings indicate that social media advertising plays a significant role in enhancing brand visibility, recall, and consumer trust by enabling rapid information dissemination and authentic engagement. At the same time, the study highlights inherent challenges, including the potential for negative publicity, heightened competition, and reduced message control. The analysis demonstrates that while social media advertising is a powerful tool for building brand awareness, its effectiveness depends on strategic execution and careful reputation management.