Awareness, Attitude and Responsiveness of Social Media Users to Multi-Model Advertising Campaigns: A Study of Consumer Engagement

The growing use of social media platforms has increased the adoption of multi-model advertising campaigns as a strategic tool for reaching and engaging consumers. Despite the widespread use of sponsored posts, video advertisements, influencer endorsements, interactive advertisements, and display advertisements, there is limited empirical evidence on how social media users perceive and respond to such campaigns, particularly in developing economies. This study examined the awareness, attitude, and responsiveness of social media users to multi-model advertising campaigns and their influence on consumer engagement. The study was anchored on the Uses and Gratifications Theory (UGT) and Social Cognitive Theory (SCT), which explain users’ engagement with advertising content and how observational learning influences attitudes and behaviours. A survey research design was adopted. Using purposive sampling, data were collected from 398 social media users through an online structured questionnaire and analyzed using descriptive statistics and multiple regression analysis. Findings revealed a high level of awareness of multi-model advertising campaigns, positive attitudes toward social media advertising, and moderate responsiveness to advertising messages. Consumer engagement was also relatively high, with respondents engaging through liking, commenting, following brands, recommending products, and making purchase decisions. Multiple regression analysis showed that awareness, attitude, and responsiveness significantly influenced consumer engagement, jointly accounting for 55.1% of the variation in engagement levels (R² = 0.551, p < 0.05), with attitude emerging as the strongest predictor. The study concludes that effective multi-model advertising campaigns enhance consumer engagement by increasing awareness, fostering positive attitudes, and encouraging favourable behavioural responses. It recommends that advertisers develop more interactive, relevant, personalized, and consumer-centered advertising campaigns to maximize engagement on social media platforms

Multi-model advertising campaigns, social media, awareness, attitude, responsiveness, consumer engagement.

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