Social Media Advertising vs. Traditional Advertising: A Comparative Study of Consumer Engagement
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Background of the study
The evolution of advertising has introduced diverse channels for brands to engage with consumers. Social media advertising, characterized by interactive and real-time communication, has emerged as a potent tool for engaging modern audiences (Chukwu, 2023). In contrast, traditional advertising—such as print, television, and radio—relies on one-way communication and has long been the backbone of marketing efforts. With the proliferation of social media platforms, brands are increasingly shifting their focus to digital channels to capture consumer attention. This study compares social media advertising and traditional advertising to assess their relative effectiveness in driving consumer engagement. By analyzing metrics such as audience reach, interaction rates, and conversion data, the research seeks to determine which medium better captures consumer interest and facilitates engagement. Previous studies suggest that while social media offers immediacy and personalization, traditional advertising still holds sway in terms of brand recall and trust (Ibrahim, 2024). This study will provide insights into how brands can integrate both approaches for maximum consumer engagement (Olu, 2025).
Statement of the problem
Despite the widespread adoption of social media advertising, traditional advertising remains prevalent, leaving marketers uncertain about which medium delivers superior consumer engagement. The challenge lies in measuring and comparing the effectiveness of these distinct advertising approaches in today’s dynamic media environment. Limited research exists that directly compares consumer engagement metrics between social media and traditional advertising, making it difficult for brands to allocate budgets effectively. This study addresses this gap by providing a comparative analysis of both advertising forms to determine their impact on consumer engagement (Adeniyi, 2023).
Objectives of the Study
To compare consumer engagement levels between social media and traditional advertising.
To evaluate the strengths and weaknesses of each advertising medium.
To propose strategies for integrating both methods for optimal engagement.
Research questions
How does consumer engagement differ between social media and traditional advertising?
What are the key strengths and weaknesses of each medium?
How can brands effectively integrate both approaches?
Significance of the Study
This study is significant as it provides a comparative analysis of social media and traditional advertising, offering insights into which medium more effectively drives consumer engagement. The findings will help marketers allocate resources and design integrated advertising strategies that maximize audience interaction and brand loyalty (Okoro, 2024).
Scope and Limitations of the Study
The study is limited to comparing social media and traditional advertising in terms of consumer engagement. It does not consider other advertising channels or cross-industry variations.
Definitions of Terms
Social Media Advertising: Digital promotional activities on social media platforms.
Traditional Advertising: Conventional media channels such as print, TV, and radio.
Consumer Engagement: The level of interaction and involvement of consumers with advertising content.
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