The Effect of Social Media Marketing on Brand Awareness: A study of DSTV
| dc.contributor.advisor | Hailemariam Kebede (PhD) | |
| dc.contributor.author | Leul Wondemagegne | |
| dc.date.accessioned | 2024-01-29T11:53:33Z | |
| dc.date.available | 2024-01-29T11:53:33Z | |
| dc.date.issued | 2023-06 | |
| dc.description.abstract | This study explores the link between social media marketing and brand awareness. Social media plays a crucial role in e-marketing by facilitating the creation, curation, and sharing of user-generated content. The researcher encountered challenges in obtaining responses during the pilot study, which aimed to assess the research design's feasibility. Our social expectations and perceptions are influenced by media and cultural technologies, which can either reinforce or challenge social exclusions and group identities. Market segmentation and targeting help provide customized solutions for different market segments. Descriptive research methodology was employed to systematically observe and record data without manipulation, ensuring an accurate depiction of the phenomena under investigation. The study seeks to establish causal relationships between social media marketing and brand awareness using Pearson correlation coefficients for six variables: Entertaining Content, Aspirational Content, Actionable Content, Joinable Content, Payoff Content, and Brand Awareness. The findings reveal moderate to strong positive correlations among the variables. Notably, Aspirational Content exhibits the strongest correlation with all other variables, followed by Entertaining and Joinable Content, whereas Actionable and Payoff Content demonstrate weaker correlations. All correlation coefficients are statistically significant at the 0.05 level, indicating a robust association between the variables. Emphasizing the creation of Aspirational Content could have a positive impact on all variables, including Brand Awareness. Improving the quality of Entertaining and Joinable Content also holds considerable potential for influencing other variables. However, Actionable and Payoff Content may require enhancements to exert a significant impact. This information is valuable for marketers seeking to determine content priorities for their campaigns | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/1591 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.subject | Social Media | |
| dc.title | The Effect of Social Media Marketing on Brand Awareness: A study of DSTV | |
| dc.type | Thesis |