THE EFFECT OF SOCIAL MEDIA MARKETING ON BRAND AWARNESS: THE CASE OF SAFARICOM ETHIOPIA

Abstract

This study investigates the relationship between Social Media Marketing (SMM) and Brand Awareness within the context of the telecom industry, specifically focusing on Safaricom Ethiopia. A theoretical gap exists in the current literature concerning the specific dimensions within SMM that contribute to brand awareness. While existing research acknowledges the importance of SMM in enhancing brand recognition, there remains a lack of comprehensive analysis regarding these dimensions (Li & Bernoff, 2008). From a practical standpoint, there is a dearth of industry-specific insights in the realm of SMM and Brand Awareness, particularly within the telecom sector (Smith & Johnson, 2015). This study aims to bridge this gap by empirically examining the effect of content relevance, update frequency, perceived enjoyment, interactivity, and loyalty programs on brand awareness, following the framework proposed by Cyr, Head, and Ivanov (2009). Utilizing a descriptive and explanatory research methodology, data was collected from a sample of 361 Safaricom Ethiopia’s. Descriptive statistics and multiple regression analysis were employed to analyze the data. The key findings revealed significant positive relationships between all five dimensions of SMM and Brand Awareness. Content relevance, update frequency, perceived enjoyment, interactivity, and loyalty programs were all found to significantly enhance brand awareness. The study recommends that Safaricom should optimize its content strategy, maintain a consistent update schedule, enhance interactive features, strategically manage loyalty programs, and continuously monitor and evaluate its social media marketing efforts. These recommendations are aimed at leveraging the identified SMM dimensions to enhance brand awareness and achieve better marketing outcomes.In addition to quantitative analysis, qualitative insights were gleaned from an interview conducted with Safaricom Ethiopia's Social Media Marketing Manager. The interview provided valuable context and depth to the quantitative findings, offering insights into the practical implementation of social media marketing strategies within the company. The manager emphasized the importance of content relevance in engaging Safaricom's audience, stating that tailored content addressing customer needs and preferences contributed significantly to brand awareness. Additionally, the interview highlighted the strategic role of update frequency in maintaining brand visibility and relevance in a dynamic market environment. The manager also discussed the challenges faced in implementing loyalty programs effectively, underscoring the need for targeted and personalized approaches to drive brand loyalty and awareness.By integrating insights from the interview with quantitative findings, this study offers a comprehensive understanding of the relationship between SMM dimensions and brand awareness for Safaricom Ethiopia. The interview analysis enhances the applicability and relevance of the study's recommendations, providing actionable insights for Safaricom's social media marketing strategies..