A STUDY ON EFFECTIVENESS OF ADVERTISING AS A MARKETING TOOL

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The rapid growth of social media has significantly transformed digital marketing practices, with Instagram emerging as a pivotal marketing tool for brands and organizations across industries. This study examines the effectiveness of Instagram as a marketing instrument in enhancing brand visibility, customer engagement, and promotional outcomes. Employing a quantitative research design, data were collected from a representative sample of business users and consumers who actively engage with Instagram marketing content. Key performance indicators such as brand awareness, engagement rate, lead generation, and conversion metrics were analysed to assess the platform’s impact.

References

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Keywords

Social Media Marketing, Digital Marketing, Consumer Behavior, Brand Awareness, Brand Promotion.