The Effect of Social Media Marketing on Sales revenue: The Moderating role of Market awarness the case of Medical Equipment Suppliers in Addis Ababa, Ethiopia
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Date
2025-10
Authors
Amanuel Entele
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Publisher
Addis Ababa University
Abstract
This study investigates the effect of social media marketing on sales revenue, with market awareness as a moderating variable, in the context of medical equipment suppliers in Addis Ababa, Ethiopia. A quantitative explanatory research design was employed, using a census approach covering 136 suppliers, of which 118 provided valid responses an 87% response rate. Data were collected using structured questionnaires and analyzed using SPSS version 25 and Hayes’ PROCESS macro. The findings revealed that all four dimensions of social media marketing content quality, platform choice, timing, and reputation have a significant positive effect on sales revenue. Additionally, market awareness was found to significantly moderate each of these relationships, amplifying the impact of social media strategies where awareness was high. Based on these results, the study concludes that social media marketing is an effective tool for enhancing sales performance when targeted at an informed audience. It is recommended that suppliers focus on improving content quality, selecting effective platforms, optimizing timing, and building brand reputation while also investing in market awareness strategies to maximize return on their digital marketing efforts.
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Keywords
Social Media Marketing, Sales Revenue, Market Awareness, Medical Equipment Suppliers, Moderation Analysis