The effect of Content Marketing Strategy on Brand Awareness: Evidence from the soft drink brands
| dc.contributor.advisor | Mesfin Workineh (PhD) | |
| dc.contributor.author | Kirubel Tarekegn | |
| dc.date.accessioned | 2025-08-09T08:00:42Z | |
| dc.date.available | 2025-08-09T08:00:42Z | |
| dc.date.issued | 2024-04 | |
| dc.description.abstract | This study examines the effect of various types of content marketing strategies on the brand awareness of soft drink brands’ in Addis Ababa, Ethiopia. The primary focus is on the two types of content marketing strategies: content production and content promotion. Utilizing a multiple regression analysis approach, the research investigates how these advertising strategies influence brand awareness. Data were collected through structured questionnaires distributed to smartphone users, achieving 87% (335 respondents) from 384 participants. The findings reveal that all two types of content marketing strategies significantly and positively impact brand awareness, with content promotion showing the highest influence, followed by content production. The regression analysis indicates that 41.5 % of the variance in brand awareness can be explained by these content marketing strategies, confirming their substantial impact. Diagnostic tests, including linearity, independence, homoscedasticity, and normality tests, were conducted to ensure the robustness of the regression model. The results validate the model's assumptions, demonstrating that a linear regression appropriately models the relationships between the independent and dependent variables. The study concludes that a diversified content marketing strategy is crucial for effectively influencing brand awareness. Soft drink brands’ should prioritize content promotion while maintaining investments in content production to maximize their marketing impact. Recommendations for future research include exploring the impact of emerging digital advertising platforms and the long-term effects of sustained advertising campaigns. This research provides valuable insights for marketers and business leaders on optimizing content marketing strategy investments to drive sales, contributing to the broader understanding of content marketing strategies' role in brand awareness. Keywords: Brand awareness, content production, and content promotion | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/6280 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The effect of Content Marketing Strategy on Brand Awareness: Evidence from the soft drink brands | |
| dc.type | Thesis |