The Effect of Social Media Marketing on Brand Awareness: The Case of Kidame Beer
| dc.contributor.advisor | Mesfin, Tewodros (PhD) | |
| dc.contributor.author | Seleshi, Dawit | |
| dc.date.accessioned | 2022-02-23T07:24:35Z | |
| dc.date.accessioned | 2023-11-04T14:11:59Z | |
| dc.date.available | 2022-02-23T07:24:35Z | |
| dc.date.available | 2023-11-04T14:11:59Z | |
| dc.date.issued | 2021-07 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/30297 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Social Media | en_US |
| dc.subject | Brand Awareness | en_US |
| dc.subject | Social Media Marketing | en_US |
| dc.title | The Effect of Social Media Marketing on Brand Awareness: The Case of Kidame Beer | en_US |
| dc.type | Thesis | en_US |