Assessing the Efficacy of Instagram and Facebook Advertising: A Systematic Literature Review

Abstract

Maintaining a strong online presence is vital for brand recognition and credibility. Facebook and Instagram ads allow businesses to engage better and have wider reach with their audiences with diverse demographics and segmentation. The consistent strategy of brands constantly communicating with their customers through various posts, advertisements, builds brand’s trustworthiness and recognizability of brands. It is imperative to understand trends that’s working on Facebook, Instagram and gauge consumer behaviour on social media. Facebook spearheaded by providing platform for small businesses. Instagram is known more of a platform for brand engagement rather than brand awareness medium. The research paper is ging to analyse both Facebook as well as Instagram medium and its effectiveness for marketing in India. Many research papers have explored Facebook and Twitter users but little research is done on Instagram and Facebook despite being emerging visual communication medium. This study focuses on identifying the factors that influence the purchase intention through the Instagram and Facebook market.