Social media platforms ' function in relationally connecting businesses with their customers and actively engaging them has emerged as a catalyst for the spread of cutting-edge marketing paradigms in the context of the global embrace of digitization. This article presents the instrumental role of social media in boosting customer engagement from an empirical perspective, one of the many facets of business marketing. Customer-centric ideas and the contextual dynamics of social media applications can help to clarify the complexities of this relationship, despite its many facets. ...........................  
  
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The psychological foundations of Facebook advertising and brand awareness have been the subject of interdisciplinary empirical research. It's interesting to note that Bandura and Walters ' seminal work," Social Learning Theory," parallels the behavioral patterns influenced by Facebook advertising. Consumers ' capacity to mimic or model the advertised experiences or behaviors is crucial for boosting brand recognition and, in turn, brand influence. ...........................  
  
Social media sites like LinkedIn and Twitter can be used to precisely identify and target potential customers, fostering important connections. A steady flow of qualified leads is made possible by the centralization of these numerous communication channels offered by digital marketing software. According to a study by Khare and Sadachar, SMEs can now afford to use digital tools to effectively take advantage of marketing opportunities. Research in e-marketing models that suggests that digital marketing software has leveled the playing field in B2B marketing, enabling smaller businesses to compete on an equal footing with established corporations, supports this change in marketing strategies. ..........................................  
  
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But considering a perceived inversion hypothesis based on anecdotal evidence would be perplexing enough. Given Facebook's widespread eminence, would the presence or absence of a brand have any impact on consumers ' awareness of the brand or, more importantly, their perceptions of it? The author conducted an interesting social experiment with 100 participants, and it was interesting to note that half of them either stopped following or had negative opinions of a well-known brand that was noticeably missing from Facebook. ...........................  
  
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