Please use this identifier to cite or link to this item:
http://hdl.handle.net/123456789/6651
Title: | “THE ROLE OF SOCIAL MEDIA MARKETING FOR BUILDING CONSUMERS' BRAND AWARENESS IN ETHIOPIA” |
Authors: | KEBEDE, YORDANOS |
Keywords: | Social Media, Brand Awareness |
Issue Date: | Jun-2021 |
Publisher: | ST. MARY’S UNIVERSITY |
Abstract: | The use of social media marketing nowadays is becoming very popular worldwide and it has
changed the relationship between customers and business and this effect will gradually continue
to evolve in Ethiopia as new media infuses the culture and society.
The purpose of this research was to investigate the role of social media marketing for building
brand awareness in Ethiopia. This study is descriptive in nature whose primary objective is to
provide insight into a new marketing phenomenon while investigating one or more variables. A
quantitative method is used. It has been possible to withdraw necessary primary and secondary
data by distributing questionnaire and by referring related literatures respectively. A
questionnaire was distributed to collect the required information and gather data to attain best
possible outcome of the research’s effort. The size of the population for this study is unknown as
social media networking sites are dynamic and complex and they are impossible to count given
that the number of members increases on a daily basis. Therefore, the researcher gathered data
from 100 respondents. The finding of the study indicates that most consumers pay attention to
advertisements recommended and shared by friends and contacts on social media networks
rather than the direct information provided or advertisement campaign made by companies.
Therefore, this research suggested that local companies should use social media network to
present their brands with enormous reach, endless communication possibilities and with a very
limited promotion cost and grab, the possible opportunities of exploiting the brand building
potential through the richest and fastest communication form available. However, Social Media
as a form of marketing will present a completely new phase challenges. Therefore, companies
need to develop their marketing strategy with special care in order to minimize the risk and
challenges of online branding |
URI: | . http://hdl.handle.net/123456789/6651 |
Appears in Collections: | Marketing Management
|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.