THE IMPACT OF SOCIAL MEDIA ON BRAND AWAERNESS: IN THE CASE OF HYATT REGENCY HOTEL ADDIS ABABA

Abstract

Social Media can be defined as a group of Internet based applications that exist on the Web 2.01 platform to enable the Internet users from all over the world to interact, communicate, and share ideas, content, thoughts, experiences, perspectives, information, and relationships . The aim of this study is to investigating the impact of social media on the effect of brand awareness in the case of Hyatt Regency Hotel., Addis Ababa. Quantitative research approach with explanatory Hyatt Regency Hotel consumers in Addis Ababa. Conveniece sampling technique was adopted to select sample respondnets and standardized self-administered questionnaires were used to collect the primary data. A total of 329 respondent answers and usable reponses were collected and used for analyis with the help of SPSS software. Thus a results of the findings show that the overall social media dimensions accounted for 82% of variation in customer brand awareness. The five dimensions of social media namely E word of mouth, customization, interaction, trendiness and entertainment affected Brand Awareness of Hyatt Regency Hotel customers. E word of mouth had relatively the strongest effect (B= .552) followed by customization (B= .529) on brand awareness. Whereas, entertainment showed very weak effect (B= .031). Whereas, interaction (B= .272) and trendiness (B= .249) had an average effect on brand awareness. Despite the weakest influence of entertainment on brand awareness, the other four social media dimentions are good predictors of customers brand awareness towards Hyatt Regency brand. Brand Awareness, in this case, escalates more if E word of mouth, Customization, Interaction and trendiness traits of Hyatt Regency social media improved by the company..