| Abstract: | This study examines the influence of social media marketing on brand awareness, focusing on
Techno Mobile in Addis Ababa, Ethiopia. The rapid growth of digital platforms has
transformed marketing strategies, making social media a critical tool for enhancing brand
visibility and consumer engagement. Despite Techno Mobile's investments in social media
marketing, there is limited empirical evidence on its effectiveness in the Ethiopian context.
This research addresses this gap by analyzing key factors such as the frequency of social
media marketing activities, user-generated content (UGC), platform selection, influencer
marketing, and engagement metrics. A quantitative research approach was employed,
utilizing structured questionnaires distributed to 365 respondents selected through stratified
sampling. Data were analyzed using descriptive statistics, correlation, and regression
analysis. The findings revealed that the frequency of marketing activities, UGC, platform
type, and influencer marketing significantly enhance brand awareness (p < 0.05), with
platform selection showing the strongest correlation (r = 0.988). However, engagement
metrics, while positively correlated, were not statistically significant (p = 0.084). The
regression model explained 97.9% of the variance in brand awareness, underscoring the
robustness of the predictors. The study concludes that Techno Mobile can optimize its social
media strategies by prioritizing platform-specific content, encouraging UGC, and leveraging
influencer partnerships. These insights contribute to both academic literature and practical
marketing strategies, offering actionable recommendations for brands operating in
competitive digital landscapes. |
