The Effect of Social Media Marketing on Brand Awareness: A Case Study of Ethio Telecom in Addis Ababa
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Date
2024-09
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Addis Ababa University
Abstract
The purpose of this study was to investigate the Effect of social media marketing on Brand awareness: The Case of Ethio Telecom in Adds Ababa. Five social media marketing components-online community, Accessibility, Credibility, Content, Interaction were used as independent variables whilst brand awareness was treated as the dependent variable. Questionnaires were distributed to ethio telecom customers who are located in in Addis Ababa and responses analyzed. A descriptive statistics and inferential analysis were used to analyze the data and draw conclusions. Descriptive and explanatory research design was employed for the study. Convenience sampling techniques was used to enables the researcher to use respondents’ discretion in selecting samples from the total target population. Using a total of 29 questionnaires; the primary data was collected from 365 respondents. The findings of the research indicate that the majority of the respondents’ are averagely agreed by their online community, Accessibility, Credibility, Content, Interaction and brand awareness. All the five components of social media marketing were found to have a strong and positive impact on brand awareness. From the result of the analysis it was concluded that there was strong positive and significant correlation between ethio telecom social media marketing and brand awareness. Based on the findings, the researcher recommended that, Should ensure ethio telecom social media Optimize Accessibility, Maintaining Credibility and Trust, Promote interaction, Prioritize Engaging Content and develop engaging and shareable content that resonates with the target audience. This could include informative posts, interactive elements like polls or contests, and user-generated content.
Key Words: Brand Awareness, Social Media Marketing, and brand engagement