Mesfin, Tewodros (PhD)Seleshi, Dawit2022-02-232023-11-042022-02-232023-11-042021-07http://etd.aau.edu.et/handle/123456789/30297Brandsaresupposedtoprovidetheconsumerswithaspectsof“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 consequencesarethatonlysocialmediacaninfluencebrandrecognitinen-USSocial MediaBrand AwarenessSocial Media MarketingThesis