Browsing by Author "Semy Kedir"

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    The Effect of Social Media Marketing on Brand Awareness in the Case of Tazma Hospital
    (AAU, 2024-06-26) Semy Kedir; Desalegn A. (PhD)
    The study aimed to investigate “the effect of social media on brand awareness in the case of Tazma hospital”. The study employed a mixed research design to articulate both quantitative and qualitative data appropriate for the study. A total of 243 respondent’s responses were used to generate findings for this study. Simple random sampling and stratified sampling were employed in this study. Both primary and secondary source of data was used in the study. The study sought to explore the effect of social media on brand awareness in the context of Tazma Hospital. A mixed research design was used to integrate quantitative and qualitative data relevant to the study's objectives. Datas were gathered from 243 respondents using simple random sampling procedure. Primary and secondary data sources were used to ensure a thorough understanding of the subject. The data showed that all four factors content quality, frequency of social media posts, interactivity/engagement level, and platform usage diversity have a favorable impact on brand awareness. Descriptive statistics revealed that respondents rated Tazma Hospital's social media performance highly, particularly in terms of content quality (mean = 4.56) and engagement (mean = 4.61), implying that the hospital's clear, professional, and interactive content plays an important role in shaping public perception. Correlation analysis revealed that content quality (r = 0.576, p < 0.01) had the strongest relationship with brand awareness, followed by post frequency (r = 0.362, p < 0.01), engagement (r = 0.239, p < 0.01), and platform diversity (r = 0.164, p < 0.05).The multiple regression analysis found that only content quality (β = 0.538, p = 0.000) and posting frequency (β = 0.319, p = 0.000) had significant positive effects on brand awareness. The whole model was statistically significant (F = 40.503, p < 0.001), with an Adjusted R² of 0.395, indicating that the four variables explained around 40.5% of the variance in brand awareness. While conceptually meaningful, engagement level and platform diversity had a negative and statistically inconsequential impact. To increase brand awareness, Tazma Hospital should prioritize developing high-quality, clear, and relevant material, as well as posting consistently through an organized content calendar. The hospital should concentrate its efforts on a few major platforms where its target audience is most active, rather than spreading them over multiple channels.