РОЛЯТА НА СОЦИАЛНИТЕ МЕДИИ В ИЗГРАЖДАНЕТО НА БРАНД ИДЕНТИЧНОСТ И ТАРГЕТИРАНЕ НА АУДИТОРИЯ
THE ROLE OF SOCIAL MEDIA IN BUILDING BRAND IDENTITY AND AUDIENCE TARGETING

Author(s): Mariana Marinova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Socio-Economic Research
Published by: Икономически университет - Варна
Keywords: Social media; brand identity; digital marketing; audience targeting; visual content; user engagement; target-ed ads; personalized content
Summary/Abstract: Social media is a vital element of modern digital marketing, providing platforms for direct communication with consumers and opportunities to build brand identity. Through personalized content and targeted marketing campaigns, social networks like Facebook, Instagram, and TikTok enable companies to reach specific demographic and behavioral groups.This study examines key strategies for using social media to enhance brand awareness and drive engagement. By combining an analysis of metrics such as CTR, ROI, and conversions with case studies of successful campaigns, the research confirms the effectiveness of social media in fostering audience loyalty.

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