THE IMPACT OF DIGITAL MARKETING ON BRAND AWARENESS AND BRAND LOYALTY: THE CASE OF AWASH WINE S.C.

Abstract

This research work examines the impact of digital marketing on Brand awareness and Brand Loyalty on the case of Awash wine. The paper considers for evaluation the company’s marketing team and consumers of Awash wine. The importance of this topic lays on the factual assumption that Brand awareness and Brand visibility on the alcoholic beverage industry in Ethiopia lies on the level of visibility of the Brand on Digital marketing platforms. But in this fast-moving business Awash wine needs to focus on sustaining the brand growth of its products. This study applied quantitative research approach. Primary data were gathered through questionnaire were gathered through and supplemented by secondary data source. Data were gathered from 217 consumers of Awash wine and 23 employees of Awash wine. Data were processed via SPSS and analyzed through descriptive and informant statistics. Determining factors such as knowledge of the respondents about social media, Branding, Brand awareness, Digital marketing, and knowledge about the awash wine products were all taken into consideration on the questionnaire and adequate responses were given that have been analyzed on SPSS version 20. As per the findings, all the three affecting factors which are Pay per click, advertisement, and social media Advertisement, have been shown to have a positive influence on Brand awareness and Brand loyalty. And on overall conclusion the research shows the relationship between Brand awareness/Brand loyalty and having a digital activity online have positive relationship. In case of Awash wine being active on Digital marketing makes the brands noticeable at the same time the digital marketing helps the company to have loyal consumers.