Consumer Reactions to Social Media Advertising in Poland

Abstract

This study explores consumer perceptions and interactions with social media advertising, examining the effectiveness of digital marketing strategies across various platforms. Conducted with 100 Polish respondents, the research investigates how consumers engage with online advertisements, focusing on factors such as content relevance, advertisement format, and emotional response. The findings reveal that social media users encounter advertisements daily, predominantly for clothing, cosmetics, and electronics. Despite the ubiquity of these ads, consumers often find them less engaging, with a significant portion expressing annoyance and a tendency to block or ignore marketing content. Text-based advertisements were found to be the least attractive, while short video formats demonstrated greater potential for capturing audience attention. YouTube emerged as the most memorable advertising platform, suggesting its unique effectiveness in brand communication. Most notably, consumers reported minimal persuasive impact, with few feeling motivated to purchase or recommend advertised products. The study recommends strategic redesign of social media advertising, emphasizing video-based content, targeted personalization, and platform-specific engagement techniques. By addressing consumer preferences and reducing negative emotional responses, marketers can potentially improve the effectiveness of their digital advertising approaches.