The Effect Of Social Media Marketing On Brand Awareness The Case Of Coca-cola

The aim of this endeavor is to determine if social media marketing has an effect on brandrnawareness in the context of Ethiopia by taking Coca-Cola’s recent campaign called the “share arncoke” as a case study.rnThree social media marketing components-Brand Exposure, Electronic Word of mouth andrnCustomer engagement were used as dependent variables whilst brand awareness was treated as thernindependent variable. Questionnaires were distributed around 30 internet cafes located in in AddisrnAbaba and responses analyzed. A descriptive statistics and regression analysis were used tornanalyze the data and draw conclusions.rnAll the three components of social media marketing (Brand Exposure, Electronic Word of mouthrnand customer engagement were found to have a strong and positive impact on brand awareness. Itrnwas also found that customer engagement has the highest impact on brand awareness. Hencernmarketing managers in Ethiopia should consider using social medium marketing as part of theirrnIMC strategy whilst being cognizant that the content they are pushing on social media has to bernengaging to achieve better brand awareness levels

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