Evaluating Brand Recall and Engagement in Social Media Ads: A Case Study of Saudi Students

10.46988/IJMMC.07.01.2025.07

Abstract

This study investigates the impact of social media advertisements on brand recall among students at Imam Abdulrahman bin Faisal University in Saudi Arabia. Focusing on various social media platforms, including Twitter, Instagram, Snapchat, TikTok, Facebook, and YouTube, the research examines the frequency of ad exposure, interaction levels, and the ability of students to recognize brand logos and identify design errors. Using a survey methodology, data was gathered from master’s students in the College of Business Administration, offering insights into how social media advertisements capture attention, foster engagement, and aid in memory retention of brand elements, even among a busy audience. Findings reveal that the most frequent ad exposure occurs on Twitter, followed by Snapchat and Instagram. Interaction types vary by platform, with "likes" dominating on TikTok, Twitter, and Instagram, while Facebook and YouTube saw higher levels of comments and likes, respectively. The results demonstrate that students not only engage with ads but also show a high capacity for distinguishing accurate brand logos from those with minor modifications, as evidenced by their high correct response rates in recognizing logo errors in brands like McDonald's, IKEA, and Nike. This study concludes that social media advertisements play a significant role in enhancing brand recall and recognition. It recommends that global brands leverage social media platforms and influencers to maximize engagement and brand retention. Additionally, the findings underscore the potential for Saudi and local brands to increase visibility and brand loyalty by targeting social media users with thoughtfully designed ad campaigns. This research provides a foundation for future studies on effective practices in social media advertising and audience memory retention in digital marketing.