The Effect of Social Media Content Marketing on Brand Awareness: The Case of Arada Beer Brand of Komari Breweries S.C.
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Date
2024-10
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Addis Ababa University
Abstract
This study sought to examine the effect of social media content marketing brand awareness in the case of Arada Beer brand of Komari Breweries Plc in Addis Ababa. A quantitative research approach was applied to examine relationship between social media content marketing and brand awareness. In line with this, an explanatory research design was adopted. The survey was conducted on subscribers and followers of the company’s official Facebook social media page. A sample of 314 respondents was selected by convenience non- probability sampling technique, of which 292 valid and usable primary data or responses were collected through self-administered structured questionnaire with a 5-point Liker scale. Both descriptive and inferential statistics were applied for analysis with the help of SPSS 22.0. The findings of the study revealed that all the five content marketing variables namely content relevance, enjoyability, interactivity, timelines and applied loyalty program had positive and significant effect on brand awareness. Specifically, loyalty program, interactivity and content enjoyability had the highest contribution brand awareness. Nonetheless, content relevance and timeliness had the lest contribution. In conclusion, social media content marketing variables are good predictors of brand awareness. The brand managers should create or join well-defined social media groups to promote the brand consistently by positing, liking, and sharing honest and authentic information on their official social media sites.
Keywords: Arada Beer, Brand Awareness, Brewery Industry, Content Marketing, Komari Breweries, Social media