Enhancing Brand Visibility: A Strategic Analysis of Pure its Market Position and Promotional Efforts
Mr.Raghuvamsi Inemella, Mr. Bipul Kumar, Mr.Kishore Kunchala,Mrs.K Varsha
Siva Sivani Institute of Management, Hyderabad,
Raghu2023@ssim.ac.in, Bipul@ssim.ac.in , Kishore2023@ssim.ac.in,Varsha2023@ssim.ac.in
Abstract
This study examines the impact of several social media marketing activities, including advertisement, entertainment, trendiness, customization, and interaction, on brand awareness. In today's digital environment, social media is an essential channel through which consumers find, interact with, and develop impressions of brands. However, there is a knowledge gap in terms of how each of these activities contributes to consumer recognition and recall of brands individually.
Objective: The main goal of the present study will be to assess the impact of social media marketing activities on brand recognition through different factors, such as advertisement, entertainment, trendiness, customization, and interaction, in order to analyse how these factors, affect customer recognition and recall.
Variables: The independent variables of the present study will comprise advertisement, entertainment, trendiness, customization, and interaction, and brand awareness will be the dependent variable.
Methodology: The methodology adopted here is quantitative in nature, and structured questionnaires were used to collect data from 208 respondents. The collected data were then analysed using SPSS for descriptive statistics and Smart PLS 4 for advanced statistical modelling.
Key Tests: In analytical methods, methods like descriptive analysis, PLS algorithms, and techniques of bootstrapping will be used in order to understand the relationship among variables and test the hypothesis formulated.
Keywords: Social Media Marketing, Brand Awareness, Advertisement, Entertainment, Trendiness, Customization, Interaction, SPSS, Smart PLS 4, Quantitative Research, Descriptive Analysis, PLS Algorithms, Bootstrapping, Consumer Recognition, Digital Marketing
Conclusion: Findings indicated that advertisement, entertainment, trendiness, and interaction were strong influences on brand awareness, whereas customization was only mildly influential.
