IMPACT OF MEDIA ENGAGEMENT ON THE EFFECTIVENESS OF SOCIAL ADVERTISEMENTS: A STUDY WITH SPECIAL REFERENCE TO KOZHIKODE DISTRICT

Abstract - Media involvement is essential for public
opinion change and the success of social campaigns to be
achieved. Growing use of digital media in conjunction with
shifting consumer behavior has changed the focus of social
campaigns toward different audiences. This study intends to
investigate the degree of media engagement level in
Kozhikode District greatly influences the effectiveness of
social advertisement. How different media interact to retain
messages and influence audience interaction is difficult to
grasp. We used a mixed-method approach, combining
quantitative study grounded on surveys with qualitative
insights acquired from focus group conversations. Attracting
500 people overall from a variety of backgrounds, the survey
yielded an 87.4% successful response rate. While
conventional media tracked a rate of 63%, digital platform
produced a rate of 78% engagement in advertisements.
Moreover, eighty-five percent of the respondents claimed
that emotionally charged material significantly improved the
message retention rate. Media engagement strategies
including interactive content and joint efforts with
influencers seem to greatly increase public awareness and
behavior modification.
Keywords - Media engagement, social advertisements,