The Increase of Social Media Advertising and its Impact on Consumer Confidence Cihan University-Erbil Students as a model A field study

نوع المستند : الدراسات والبحوث الاجرائية (الميدانية).

المؤلفون

Department of Media, Cihan University-Erbil, Erbil, Kurdistan Region, Iraq

المستخلص

The increase of social media advertising has brought about significant changes in digital marketing, yet its impact on consumer trust remains unclear. This research sheds light on the complex relationship between social media advertising and consumer trust, emphasizing the role of advertising strategies in shaping trust. Depending on descriptive research approach, using a questionnaire to collect data from a sample of students at Cihan University-Erbil.
Research aimed to explore several issues related to the impact of social media advertising on consumer trust. The most prominent objectives were to understand how increased social media advertising affects consumer trust and to identify the key factors affecting social media advertising. The following two questions were also key to the field study: How does increased social media advertising affect consumer trust? And what are the key factors affecting social media advertising?
Results showed that (38%) of respondents are heavily exposed to social media advertising, while (35%) engage with it less frequently. In addition, 45% of respondents trust social media ads to a large extent. (52%) of respondents also expressed greater trust in ads that offer money-back guarantees.

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