The Effect of Social Media Marketing on Brand Awareness: The Case of Kidame Beer
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Date
2021-07
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Addis Ababa University
Abstract
Brandsaresupposedtoprovidetheconsumerswithaspectsof“bothtangibleand
intangible,functional and hedonistic,visible and invisible–underviable economic
conditionsfortheirbusinesses.Thisendeavoraimstodetermineifsocialmedia
marketinghasaneffectonbrandawarenessinthecontextofEthiopiabytaking
KidameBeerasacasestudy.OnlineCommunities,Interaction,SharingofContents,
Accessibility,and Credibilitywere used as independentvariables whilstbrand
awarenesswastreatedasthedependentvariable.Thisstudyhasanexperimental
researchnaturewhoseprimaryobjectiveistoanalyzeandobservetheeffectofthe
independentvariablesonthedependentvariableandtoaidtheresearcherindrawing
areasonableconclusionregardingtherelationshipbetweenthesetwovariabletypes.
Theresearcherusedthesamplesizerecommendedforunknownpopulationsby
Corbetta(2003)whichis384.AConveniencesamplingmethodwasemployedto
surveyduetotheneedfortheselection(screening)ofthetargetpopulationbasedon
theirsocialmedia presence.Questionnaires were distributed to around 384
respondentsthatarelocated inAddisAbabaand outsideand responseswere
analyzed.Descriptivestatisticsandinferentialanalysiswereusedtoanalyzethedata
anddraw conclusions.Socialmediacannotworkefficientlybythemselveswithout
expandingitwithotherconventionalmediachannels;however,theproductivityand
usageoftheconventionalmediahavebeenreportedtohavedroppeddramatically.
Socialmediaisapopularandeffectivemarketingtool;itcanbebothariskandan
opportunityforbusinessestoquicklyspreadtheopinionsofunhappycustomers.The
consequencesarethatonlysocialmediacaninfluencebrandrecognitin
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Keywords
Social Media, Brand Awareness, Social Media Marketing