INVESTIGATING THE IMPACT OF SOCIAL MEDIA ADVERTISING ON SALES GROWTH IN THE E-COMMERCE ENVIRONMENT

In the modern era, social media advertising plays a crucial role in brand recognition, customer

engagement, and increasing sales within the e-commerce environment. This paper investigates the

impact of advertisements placed on social media platforms (such as Facebook, Instagram, TikTok,

etc.) on e-commerce sales. The primary objective of the research is to identify how social media

advertisements influence consumer behavior and purchasing decisions, thereby clarifying their role

in boosting sales. During the study, local and global experiences were compared, and the effectiveness

of social media marketing was assessed based on statistical data and existing literature. The findings

show that well-targeted, visually appealing, and content-rich advertising campaigns - especially on

mobile platforms - significantly increase customer interest and purchase likelihood. Particularly for

SMEs, social media advertising serves as a cost-effective and wide-reaching promotional tool. It was

also highlighted that the effectiveness of social media advertising is closely linked to the type of

advertisement, proper audience targeting, and the selected platform. The article also provides

practical recommendations for e-commerce companies in developing effective digital advertising

strategies