Miriam Nasiminyu2024-10-302024-10-302024-09-12https://hdl.handle.net/20.500.12311/2064This research was aimed at exploring the role of content types and messaging strategies in social media advertisement. the research was based on three objectives which are to analyze the role of content types on audience engagement on business students of Uganda Christian university, to examine the effectiveness of messaging strategies in pursuading customer behavior, to investigate how different demographic groups respond to various content types and messaging strategies. The researcher uses both qualitative and quantitative data designed with a sample of 40 respondents.en-USBook chapter