The Effect of Social Media Marketing on Customers Attitude Toward the Brand: The Case of Gift Real State
| dc.contributor.advisor | Andinet Worku (PhD) | |
| dc.contributor.author | Abubeker Murha | |
| dc.date.accessioned | 2024-01-29T11:22:42Z | |
| dc.date.available | 2024-01-29T11:22:42Z | |
| dc.date.issued | 2023-06 | |
| dc.description.abstract | This research has been carried out to examine the influence of social media advertising on the customer’s attitude towards the brand case of gift real estate. Various literatures were used to discuss the concept of social media and consumer attitude towards the brand and to identify variables influencing brand attitude. The literature provided discusses the concept of social media advertisement and consumers' brand attitude. The research followed an explanatory method and quantitatively described factors connected to the brand attitude of gift real estate. The influence of social media advertising characteristics on the brand attitude of customers was examined mainly. The independent variable advertisement was sub-classified to understandably, to appeal for messages, memory, credibility and originality. The brand attitude has been established as the variable of dependence. Primary data have been acquired from diverse sources utilizing a 5-point Likert scale questionnaire. A total of 400 questioners were distributed and 385 were returned for analysis. All the answers were analyzed through descriptive and inferential method of statistics using SPSS software Version 29. The dependent variable correlates with the independent variables (i.e., understandability, credibility, message appeal, and memorability) in a positive way as it is indicated by the Pearson correlation coefficient. Regression analysis was also used, and the outcomes showed that the variables (Understandability, Credibility, memorability, originality and Message appeal), are significantly related to brand attitude. On the basis of the conclusions a statistical regression model had been presented and it is proposed that the factors be used in effective advertising campaign | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1543 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | social media | |
| dc.title | The Effect of Social Media Marketing on Customers Attitude Toward the Brand: The Case of Gift Real State | |
| dc.type | Thesis |