Home⇛Journal of Interdisciplinary Perspectives⇛vol. 3 no. 12 (2025)

Optimizing ROI: A Cross-Sector Analysis of Social Media Advertising Performance

Mary Ann Carranza

Discipline: Marketing

 

Abstract:

This paper addresses the underexplored gap in cross-sectoral comparisons of social media advertising effectiveness across the fashion, consumer electronics, and food and beverage industries. Using secondary data collected from 2020 to 2024, encompassing major platforms such as TikTok, Instagram, Facebook, and YouTube, the study conducted descriptive statistics and content analysis to examine engagement metrics, conversion rates, and consumer attitudes. The Elaboration Likelihood Model (ELM) provided the theoretical underpinning, differentiating between central and peripheral routes of persuasion. Results showed that the fashion industry achieved the highest engagement and conversion rates, primarily through visual storytelling and influencer collaborations, with TikTok engagement exceeding 2%. The electronics industry benefited most from detailed information and reviews on platforms like YouTube. In contrast, the food and beverage industry experienced increased trial purchases through shareable content on TikTok, with share rates 12% higher than on other platforms. On average, higher ad expenditures were a leading indicator of sales growth by sector. However, concerns over privacy, ad fatigue, and ethical issues persist. The study highlights the importance of developing tailored industry strategies to adapt to the evolving digital landscape. Further research, utilizing both longitudinal and primary data, is necessary to investigate the long-term effects of social media advertising and the impact of emerging technologies.



References:

  1. Alavi, S., Iyer, P., & Bright, L. F. (2024). Advertisement avoidance and algorithmic media: The role of social media fatigue, algorithmic literacy, and privacy concerns. Journal of Digital & Social Media Marketing, 12(3). https://doi.org/10.69554/KWTX2523
  2. Azim, R., & Nair, P. B. (2021). Social media influencers and electronic word of mouth: The communication impact on restaurant patronizing. Journal of Content, Community & Communication, 14, 46. https://doi.org/10.31620/JCCC.12.21/05 
  3. Beaumont, C. D., Berry, D., & Ricketts, J. (2022). Technology has empowered the consumer, but marketing communications need to catch up: An approach to fast-forward the future. Businesses, 2(2), 246–272. https://doi.org/10.3390/businesses2020017
  4. Bommawar, R. C., & Tiwari, D. (2022). Social media marketing strategies and their effects on consumer engagement and buying behavior in the fashion industry. Innovative Research Thoughts, 8(1), 174–180. https://doi.org/10.36676/irt.v8.i1.1431
  5. Chen, X. (2023). Digital echoes: Social media’s resonance in brand marketing. Highlights in Business, Economics and Management, 23, 460–467. https://doi.org/10.54097/pmrv0y97
  6. Chowdhury, S., Faruque, M., Sharmin, S., Talukder, T., Mahmud, M., Dastagir, G., & Akter, S. (2024). The impact of social media marketing on consumer behavior: A study of the fashion retail industry. Open Journal of Business and Management, 12, 1666–1699. https://doi.org/10.4236/ojbm.2024.123090
  7. Dankwa, D. D. (2021). Social media advertising and consumer decision-making: The mediating role of consumer engagement. International Journal of Internet Marketing and Advertising, 15(1), 29–53. https://doi.org/10.1504/IJIMA.2021.112786
  8. Erkli, Y. T. (2022). Influencer marketing from the perspective of the elaboration likelihood model. Journal of Academic Tourism Studies, 3(1), 1–12. https://doi.org/10.29228/jatos.57482
  9. Ismagilova, E., Dwivedi, Y. K., & Rana, N. (2021). The use of the elaboration likelihood model in eWOM research: Literature review and weight analysis. In D. Dennehy et al. (Eds.), Responsible AI and Analytics for an Ethical and Inclusive Digitized Society (LNCS, Vol. 12896). Springer. https://doi.org/10.1007/978-3-030-85447-8_41
  10. John, S. P., & De’Villiers, R. (2020). Elaboration of marketing communication through visual media: An empirical analysis. Journal of Retailing and Consumer Services, 54, 102052. https://doi.org/10.1016/j.jretconser.2020.102052
  11. Krisdanu, C. A., & Sumantri, K. (2023). TikTok sebagai media pemasaran digital di Indonesia. Jurnal Lensa Mutiara Komunikasi, 7(2), 24–36. https://doi.org/10.51544/jlmk.v7i2.4173
  12. Lee, G., Huh, J. Y., & Kim, H. (2024). Personalization-privacy paradox in social media ads: Role of consumer-brand relationships. International Textile and Apparel Association Annual Conference Proceedings, 80(1). https://doi.org/10.31274/itaa.17436 
  13. Li, Y., Wang, X., & Van Slyke, C. (2023). Determinants of online professor reviews: An elaboration likelihood model perspective. Internet Research, 33(6), 2086–2108. https://doi.org/10.1108/INTR-11-2020-0627
  14. McDermott, K. C. P., & Lachlan, K. A. (2020). Polarizing organizations and image repair: The effects of extreme disposition and ego-involvement on ELM processing routes for organizational responses. Communication Studies, 71(2), 332–350. https://doi.org/10.1080/10510974.2020.1733039
  15. Ng, W. C., Ong, Y. W., Oan, K. B., Ooi, C. T., Ooi, J., Habibie, M. F., Choudhury, T., Raghav, U., & Kee, D. M. H. (2023). The impact of social media and key opinion leaders on the purchasing behaviour in the food and beverage industry in Malaysia. Journal of the Community Development in Asia, 6(2), 45–60. https://doi.org/10.32535/jcda.v6i3.2499
  16. Pan, Y., & Zhang, M. (2023). Research on social media advertising persuasion based on the elaboration likelihood model. SHS Web of Conferences, 154, 03024. https://doi.org/10.1051/shsconf/202315403024
  17. Pew Research Center. (2023, July 25). Social media and news fact sheet. https://tinyurl.com/ycke4w96
  18. Sharma, A., & Kapur, P. (2024). Evaluating the impact of social media advertising strategies on consumer purchase behavior in the fashion retail sector. International Journal of Financial Management and Research, 6(4), 1–12. https://doi.org/10.36948/ijfmr.2024.v06i04.25530
  19. Statista. (2023). Number of social media users worldwide from 2018 to 2027. https://tinyurl.com/5axax7y5
  20. Upadhyay, A. K. (2024). Impact of social media advertising on consumer behaviour: An empirical study. International Journal of Scientific Research in Engineering and Management, 8(5). https://tinyurl.com/bdz4k49j
  21. Xu, X., Jia, Q., & Tayyab, S. M. U. (2025). Exploring the dual routes in influencing sales and adoption in augmented reality retailing: A mixed approach of SEM and FsQCA. Internet Research, 35(1), 178–210. https://doi.org/10.1108/INTR-06-2023-0438
  22. Yost, E., Zhang, T., & Qi, R. (2021). The power of engagement: Understanding active social media engagement and the impact on sales in the hospitality industry. Journal of Hospitality and Tourism Management, 46, 83–95. https://doi.org/10.1016/j.jhtm.2020.10.008
  23. Zhu, Y. (2024). Leveraging social media marketing: A case study of Starbucks’ digital success. Advances in Economics, Management and Political Sciences, 102, 185–190. https://doi.org/10.54254/2754-1169/102/2024ed0108

Tools


Copyright © 2026  KITE Digital Educational Solutions |  Exclusively distributed by CE-Logic