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

Authors

  • Amina Hadzic International Burch University, Faculty of Economics and Social Sciences, Department of Management, Sarajevo, Bosnia and Herzegovina https://orcid.org/0009-0004-1189-289X
  • Mersid Poturak International Burch University, Faculty of Economics and Social Sciences, https://orcid.org/0000-0003-4179-5834

DOI:

https://doi.org/10.20525/ijrbs.v14i4.4231

Keywords:

Social Media Platforms, Audience Demographics, Advertising Compaigns

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.

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Author Biography

Mersid Poturak, International Burch University, Faculty of Economics and Social Sciences,

Prof. Dr. Rector International Burch University, Faculty of Economics and Social Sciences, Department of Management, Sarajevo, Bosnia and Herzegovina.

References

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Published

2025-07-15

How to Cite

Hadzic, A., & Poturak, M. (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), 14(4), 09–18. https://doi.org/10.20525/ijrbs.v14i4.4231

Issue

Vol. 14 No. 4 (2025): Special issue in June

Section

Strategic Approach to Business Ecosystem and Organizational Development

License

Copyright (c) 2025 Amina Hadži?, Mersid Poturak

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