دراسة تأثير نوع المحتوى الإعلاني عبر منصات Meta على بناء صورة العلامة التجارية

Abstract

This study aimed to investigate the impact of advertising content types on the Meta platform on the brand image of Flux Care. The study was based on two main variables: advertising content on the Meta platform as the independent variable, measured through five dimensions, namely image-based advertising content, Reels advertising content, Stories advertising content, carousel advertising content, and advertising content through the Explore feature; and perceived brand image as the dependent variable, measured through three dimensions: the cognitive dimension, the affective dimension, and the behavioral dimension. To achieve the objectives of the study, an online questionnaire was designed and distributed to a sample of female followers of Flux Care's advertisements on social media platforms. The questionnaire was administered electronically, and data were collected from 217 respondents. The data were analyzed using statistical methods through SPSS version 22. The findings revealed that advertising content published on the Meta platform has a positive impact on the perceived brand image of Flux Care. Furthermore, image-based advertising content was found to be the most effective format in influencing brand image, followed by carousel advertising content, Reels advertising content, Stories advertising content, and finally advertising content displayed through the Explore feature.