A Study on “Role of Social Media in Building Brand Awareness’’

A Study on “Role of Social Media in Building Brand Awareness’’

Riddhi Patel, Pooja Patel ,Marketing, Parul University

Ms. Vidhyalakshmi, Parul University

Abstract

The primary aim of this research paper is to identify and analyse the significance of social media in building brand awareness in today’s world of technology. This is because, due to increased usage of internet and mobile phones, social media like Instagram, Facebook, YouTube, and Twitter have become an effective tool in marketing communication. This research paper is based on primary data collection from 250 respondents with the help of structured questionnaires, and the Likert scale consists of 5 points. From the findings, it has been concluded that social media play an important role in building brand awareness.

The research has concluded that the role of effective social media strategies is significant in the sustainable growth of brands. Social media has revolutionized the way organizations communicate with consumers and create brand awareness. With the emergence of various social media channels like Instagram, Facebook, YouTube, and Twitter, organizations have started using social media as an effective tool in marketing their brands.

The objective of the research paper is to explore the importance of social media in creating brand awareness. The research paper is based on the primary research that has been conducted among 250 respondents by using a structured questionnaire with a 5-point Likert scale. The research has concluded that social media is important in creating brand awareness. It is concluded that the role of effective social media is significant in the sustainable growth of brands.

The objective of this present study is to explore the contribution of social media to brand awareness, to explore the strategies adopted by organizations to harness the full potential of social media, and to explore the challenges faced by organizations while using social media.

Keywords: Social Media, Brand Awareness, Consumer Trust, Influencer Marketing, Digital Marketing