The Effect Of Social Media Marketing On Brand Awareness The Case Of Kidame Beer

Brandsaresupposedtoprovidetheconsumerswithaspectsof“bothtangibleandrnintangible,functional and hedonistic,visible and invisible–underviable economicrnconditionsfortheirbusinesses.ThisendeavoraimstodetermineifsocialmediarnmarketinghasaneffectonbrandawarenessinthecontextofEthiopiabytakingrnKidameBeerasacasestudy.OnlineCommunities,Interaction,SharingofContents,rnAccessibility,and Credibilitywere used as independentvariables whilstbrandrnawarenesswastreatedasthedependentvariable.Thisstudyhasanexperimentalrnresearchnaturewhoseprimaryobjectiveistoanalyzeandobservetheeffectofthernindependentvariablesonthedependentvariableandtoaidtheresearcherindrawingrnareasonableconclusionregardingtherelationshipbetweenthesetwovariabletypes.rnTheresearcherusedthesamplesizerecommendedforunknownpopulationsbyrnCorbetta(2003)whichis384.AConveniencesamplingmethodwasemployedtornsurveyduetotheneedfortheselection(screening)ofthetargetpopulationbasedonrntheirsocialmedia presence.Questionnaires were distributed to around 384rnrespondentsthatarelocated inAddisAbabaand outsideand responseswerernanalyzed.Descriptivestatisticsandinferentialanalysiswereusedtoanalyzethedatarnanddraw conclusions.Socialmediacannotworkefficientlybythemselveswithoutrnexpandingitwithotherconventionalmediachannels;however,theproductivityandrnusageoftheconventionalmediahavebeenreportedtohavedroppeddramatically.rnSocialmediaisapopularandeffectivemarketingtool;itcanbebothariskandanrnopportunityforbusinessestoquicklyspreadtheopinionsofunhappycustomers.Thernconsequencesarethatonlysocialmediacaninfluencebrandrecognitin

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