Social Media Marketing Activities: A Tool For Creating Brand Awareness

Nida Kamal, Mehreen Fatima, Hina Samdani, Muhammad Awais Mehmood

Abstract


These days, e-commerce being the latest trend, is developing the inclination of people towards online platforms like social media to get their desired products in best price, ease, less time and increases brand awareness.  If the business has a good social media marketing plan, whereas they manage their online presence in a remarkable manner, then only will brand awareness work in their favor.  The study aims to analyze the mediating effect of brand consciousness as well as value consciousness on brand awareness taking perceived social media marketing activities as the independent variable. Quantitative approach using deduction as a method of hypotheses development has been employed in this study. Structured questionnaire was generated in order to gather data essential for the study.  The data has been collected from 250 university students from Islamabad and Rawalpindi via the convenience sampling technique. The study aspires to analyze the mediating effect of brand consciousness and value consciousness on brand awareness by the impact of perceived social media marketing activities. It was analyzed that social media marketing activities play an important role in having significant impact on brand awareness. Furthermore, brand consciousness and value consciousness also have a mediating impact on the relationship found among social media marketing activities and brand awareness.

 


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DOI: http://dx.doi.org/10.21015/vtess.v10i2.921

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