THE IMPLICATIONS OF ADVERTISING AND SOCIAL MEDIA ON CONSUMER AWARENESS AND BEHAVIOR

Dragica Chugunska Djaleva; Nikifor Djalev

doi:10.46763/IJEMT255199chdj

Dragica Chugunska Djaleva Master Studies student at Faculty of tourism and business logistics, Goce Delcev University, Stip, North Macedonia
Nikifor Djalev Master Studies student at Faculty of tourism and business logistics, Goce Delcev University, Stip, North Macedonia

DOI: https://doi.org/10.46763/IJEMT255199chdj

Keywords: consumer awareness, digital advertising, influencer marketing, consumer behavior, targeted advertising, social media engagement

Abstract

With the expansion of digital technologies, advertising strategies are evolving significantly on a daily basis, influencing consumer awareness and behavior by personalizing and making consumption experiences more interactive. The aim of this paper is to analyze the implications that advertising and social media have on consumer awareness and behavior. A comparison is made between traditional and modern methods and approaches to advertising, with a focus on emotional, cognitive, and behavioral influence. Influencers (prominent figures on social media), individualized advertising algorithms, and user-generated content tailored to consumer needs are highlighted as contemporary advertising tools. This research indicates that consumers—especially from younger age groups—often make impulsive purchases due to the constant exposure to social media content from various brands and influencers who frequently advertise brands through tailored content (setting trends), which is often considered manipulative rather than authentic and based on personal views regarding product quality. Although consumers have access to information before making purchases, due to limited product research and the ease of succumbing to persuasive ads, such opportunities are rarely used. This paper will offer recommendations for ethical advertising and help consumers better understand the purpose of digital advertising.