| Abstract: | The major aim of this study was to examine the effect of social media marketing on brand
awareness in the case of Habesha Brewery, Kidame Beer, Addis Ababa. In line with this, social
media marketing variables such as social media online communities, engagement, content
sharing, accessibility and credibility were investigated to find out their effect on brand
awareness of Kidame beer. This study applied mixed research approach. This study adopted an
explanatory research design describing every causal link in the research problem between
independent (social media marketing) and dependent (brand awareness) variables. Convenience
sampling method was used to choose samples based on easy accessibility in a sample or to pick
Kidame beer consumers because they would be in the appropriate position at the proper
moment. The sample size determination were done considering a 95% confidence interval, and a
5% sampling error, p=.5 (maximum variability within the population) which was 384
respondents. Based on the correlational analysis, brand Awareness is positively and significantly
related with the five dimensions of the independent variables such as online communities (r
=.968), Sharing of Contents(r = .645), Credibility (r = .787), Accessibility(r = .693), and
Interaction(r = .810) with p value < 0.05.The regression result showed that the independent
variables namely; Interaction, Sharing of Contents, Accessibility, Credibility, and Online
Communities explain 95.3% variability of Brand Awareness of Kidame beer. Accordingly,
Sharing of Contents does not significantly predict Brand Awareness (p value >0.05). The
remaining four independent variables namely Online Communities, Credibility, Accessibility,
and Interaction have been found to predict the dependent variable (P value <0.05). From the
above regression table, it can be understood that online communities (B=0.849, p<0.05) has a
strong positive effect on brand awareness followed by interaction (B=0.120, p<0.05), credibility
(B=0.101, p<0.05) and accessibility (B=0.043, p<0.05). This study suggests, Kidame Beer
marketing team to take into account integrating and creating social media websites of its own,
which are a real invitation for them to develop partnerships and therefore promote their
services. |
