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The rapid rise of social media has captured the attention of marketers and consumers on a global scale, and together with a rapidly changing communications environment marketers now confront new challenges in terms of our understanding of consumer behaviour and consumption patterns in the new millennium. Social media brings with it powerful opportunities for brands to engage with consumers, one method being through interactive advertising. To broaden our understanding and assist in managing marketing communications effectively, this exploratory research investigates the role of social media within the broader advertising and communications mix. Qualitative focus groups were conducted with consumers to assess perceptions and attitudes towards social media advertising, and preferences for brand engagement through this channel. Findings suggest that use of social media advertising in a multichannel communications approach could have powerful impact on brand loyalty and engagement.