A Cross-Platform Model of Audience Perception Toward Social Media Advertising: The Role of Format, Personalization, and Platform Context

Abstract

This study investigates how various audience segments view social media advertising. The study investigates the ways in which several demographic groups react to different advertising tactics on social media sites like LinkedIn, Facebook, Instagram, Twitter, and TikTok. The study examines elements that impact customer perception, such as ad type, platform context, personalization, and content relevancy, using both primary and secondary data. The results show notable differences in perception according on platform choices, age, and digital proficiency, which has significant ramifications for marketers looking to maximize the efficacy of their ads. The findings show that while intrusive formats and over-personalization frequently elicit unfavorable reactions from audiences, transparency, genuine messaging, and value-oriented content greatly enhance audience receptivity to social media advertising. The research contributes to understanding the evolving relationship between consumers and digital advertisers in the increasingly saturated social media landscape.