BUILDING BRAND AWARENESS USING SOCIAL MEDIA

Abstract

This research has been carried out to assess the ways to build brand awareness through social media. A self designed or structured questionnaire of 22 items based on likert-scale has been used. A mail-survey with the help of structured online questionnaire is carried out. Non probability convenience sampling techniques has been used to collect a sample of 200. Data analysis is done based on the hypothesis related with brand awareness along with demographic variables. Independent sample t-test, and one-way ANOVA have been used to test the hypotheses. Results from regression analysis are interpreted. And a research model is conceptualized for making social media marketing and its constituents in creating brand awareness and using them for improving the promotional activities on various social media platforms. The study has a practical significance for the different branded companies in their promotion through social media and for understanding the level of interaction of users viz-a-viz their brands and using them for improving the promotion activities