The Effect Of Social Media Marketing On Brand Awareness: The Case Of Coca-Cola
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Mulugeta, Misikir | |
| dc.date.accessioned | 2021-06-02T06:27:24Z | |
| dc.date.accessioned | 2023-11-04T14:10:40Z | |
| dc.date.available | 2021-06-02T06:27:24Z | |
| dc.date.available | 2023-11-04T14:10:40Z | |
| dc.date.issued | 2015-05 | |
| dc.description.abstract | The aim of this endeavor is to determine if social media marketing has an effect on brand awareness in the context of Ethiopia by taking Coca-Cola’s recent campaign called the “share a coke” as a case study. Three social media marketing components-Brand Exposure, Electronic Word of mouth and Customer engagement were used as dependent variables whilst brand awareness was treated as the independent variable. Questionnaires were distributed around 30 internet cafes located in in Addis Ababa and responses analyzed. A descriptive statistics and regression analysis were used to analyze the data and draw conclusions. All the three components of social media marketing (Brand Exposure, Electronic Word of mouth and customer engagement were found to have a strong and positive impact on brand awareness. It was also found that customer engagement has the highest impact on brand awareness. Hence marketing managers in Ethiopia should consider using social medium marketing as part of their IMC strategy whilst being cognizant that the content they are pushing on social media has to be engaging to achieve better brand awareness levels | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26604 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Brand Awareness | en_US |
| dc.subject | Social Media Marketing | en_US |
| dc.subject | brand exposure | en_US |
| dc.title | The Effect Of Social Media Marketing On Brand Awareness: The Case Of Coca-Cola | en_US |
| dc.type | Thesis | en_US |