| Abstract: | This study examines the effect of social media marketing on brand awareness among real estate
consumers in Addis Ababa, Ethiopia. Using a mixed-methods approach that combines primary
and secondary data, the research aims to answer three key questions: the current level of brand
awareness, the strategies employed by top real estate companies, and the relationship between
these strategies and consumer awareness. A descriptive research design was employed, with
data collected through surveys and supported by secondary sources, including company reports
and academic literature. The findings reveal a generally high level of brand awareness among
respondents, with significant recall of logos, slogans, and distinctive elements of real estate
companies. Analysis of social media strategies highlights the use of influencer collaborations,
active engagement, and responsiveness as key drivers of brand visibility. Regression analysis
confirmed a strong, statistically significant relationship between social media marketing efforts
and brand awareness, with 82% of the variance in brand awareness explained by these
strategies. Despite the study's robust findings, limitations include reliance on self-reported data
and a cross-sectional design, which may affect generalizability and fail to capture long-term
impacts. Future research should consider longitudinal studies and larger, more diverse samples
to explore additional factors influencing brand awareness. This research underscores the
strategic importance of social media marketing in the real estate sector, offering actionable
insights for companies seeking to optimize their digital engagement to enhance brand
recognition and consumer loyalty. This research recommends for real estates integrate social
media marketing to increase their brand awareness. |
