Browsing by Author "Seleshi, Dawit"

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    The Effect of Social Media Marketing on Brand Awareness: The Case of Kidame Beer
    (Addis Ababa University, 2021-07) Seleshi, Dawit; Mesfin, Tewodros (PhD)
    Brandsaresupposedtoprovidetheconsumerswithaspectsof“bothtangibleand intangible,functional and hedonistic,visible and invisible–underviable economic conditionsfortheirbusinesses.Thisendeavoraimstodetermineifsocialmedia marketinghasaneffectonbrandawarenessinthecontextofEthiopiabytaking KidameBeerasacasestudy.OnlineCommunities,Interaction,SharingofContents, Accessibility,and Credibilitywere used as independentvariables whilstbrand awarenesswastreatedasthedependentvariable.Thisstudyhasanexperimental researchnaturewhoseprimaryobjectiveistoanalyzeandobservetheeffectofthe independentvariablesonthedependentvariableandtoaidtheresearcherindrawing areasonableconclusionregardingtherelationshipbetweenthesetwovariabletypes. Theresearcherusedthesamplesizerecommendedforunknownpopulationsby Corbetta(2003)whichis384.AConveniencesamplingmethodwasemployedto surveyduetotheneedfortheselection(screening)ofthetargetpopulationbasedon theirsocialmedia presence.Questionnaires were distributed to around 384 respondentsthatarelocated inAddisAbabaand outsideand responseswere analyzed.Descriptivestatisticsandinferentialanalysiswereusedtoanalyzethedata anddraw conclusions.Socialmediacannotworkefficientlybythemselveswithout expandingitwithotherconventionalmediachannels;however,theproductivityand usageoftheconventionalmediahavebeenreportedtohavedroppeddramatically. Socialmediaisapopularandeffectivemarketingtool;itcanbebothariskandan opportunityforbusinessestoquicklyspreadtheopinionsofunhappycustomers.The consequencesarethatonlysocialmediacaninfluencebrandrecognitin