Effects of Social Media Marketing on Customer Brand Preference: In the Case of Brewery Industry in Ethiopia
| dc.contributor.advisor | Hailemariam Kebede (PhD) | |
| dc.contributor.author | Binyam Arega | |
| dc.date.accessioned | 2024-01-29T12:09:35Z | |
| dc.date.available | 2024-01-29T12:09:35Z | |
| dc.date.issued | 2023-06 | |
| dc.description.abstract | This research paper is focusing on the relationship of social media marketing and customer brand preferences by analyzing brands that are mostly known in Ethiopian brewery industry in (Habesha beer, Dashen beer, St. George beer and Heineken beer). Based on a survey of 384 brand customers who follow the four most well-known brands on social media the research creates a structural equation model that helps close gaps in past research on social media marketing. The study shows the connections between social media marketing initiatives and, in particular, the influences on brand preference. A descriptive research was conducted to uncover the demographics of the respondents. The relationship between the dependent variable (consumer brand choice) and the five independent variables (entertainment, interaction, personalization, trendiness, and word of mouth) was investigated using multiple linear regression analysis. The dependent variable (Brand preference) has a positive and significant relationship with social media marketing factors Entertainment, Interaction, Customization, and Word of Mouth, while trendiness has a negative and insignificant relationship with consumer brand preference. The results were produced using the Statistical Package for Social Science (SPSS) program. The study's discovery that social media marketing has a large favorable impact on brand choice is another addition. Additionally, Since brewing companies are not allowed to advertise on television, the study may be helpful to businesses looking to better manage their social media presence and attract customers based on their preferences, as well as to other businesses looking to participate in social media marketing. | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1655 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Social Media | |
| dc.title | Effects of Social Media Marketing on Customer Brand Preference: In the Case of Brewery Industry in Ethiopia | |
| dc.type | Thesis |