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Analyzing the impact of social media platforms and audience demographics on advertising campaign performance

Author

Listed:
  • Amina Hadzic

    (International Burch University, Faculty of Economics and Social Sciences, Department of Management, Sarajevo, Bosnia and Herzegovina)

  • Mersid Poturak

    (International Burch University, Faculty of Economics and Social Sciences)

Abstract

This study investigates the strategic effectiveness of social media advertising by analyzing the relationship between platform selection, audience demographics, and campaign performance metrics. Using a dataset encompassing Instagram, Facebook, Pinterest, and Twitter, the research evaluates key indicators such as engagement, conversion rates, and return on investment (ROI). By employing statistical methods like ANOVA and regression analysis in SPSS, the study aims to identify optimal platform-audience combinations and assess how different campaign goals influence outcomes. The findings will provide valuable insights for advertisers and businesses seeking to enhance their social media strategies and maximize advertising effectiveness. Key Words:Social Media Platforms, Audience Demographics, Advertising Compaigns

Suggested Citation

  • Amina Hadzic & Mersid Poturak, 2025. "Analyzing the impact of social media platforms and audience demographics on advertising campaign performance," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 14(4), pages 09-18, June.
    • Handle: RePEc:rbs:ijbrss:v:14:y:2025:i:4:p:09-18
    DOI: 10.20525/ijrbs.v14i4.4231
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    References listed on IDEAS

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    1. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Understanding influencer marketing: The role of congruence between influencers, products and consumers," Journal of Business Research, Elsevier, vol. 132(C), pages 186-195.
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