International Research Journal of Education and Technology

This study investigates the effectiveness of various social media platforms in promoting brands. With the proliferation of platforms such as Facebook, Instagram, Twitter, and LinkedIn, marketers have an increasingly complex landscape in which to engage consumers, build brand awareness, and drive purchase behaviours. The research explores how platform choice, content type, engagement metrics, and interaction vary in brand-promotion effectiveness. Data were collected via questionnaire from a sample of 200 consumers and brand-managers in India, and analysed using descriptive statistics and regression techniques. The findings reveal that platform relevance (matching brand to audience), content creativity, and interactive engagement significantly influence the success of brand promotion on social media. The study offers implications for marketers to tailor platform strategies, optimise content, and allocate resources for maximum brand impact.

Keywords: Social media platforms, Brand promotion, Brand awareness, Consumer engagement, Digital marketing.