The Influence of Social Media Marketing on Brand Awareness: a Survey on Consumers of Soft Drink Beverages in Kisumu City, Kenya

Abstract

Brand awareness is the reasons why brands are purchased. The use of social media is one way brands increase global awareness, with the growing competition among different brands, getting noticed has become challenging. The major reason for this study was to establish the influence of social media marketing on brand awareness among consumers of soft drinks and beverages in Kisumu City. The study used descriptive research design and the target population was the consumers of soft drink and beverage within Kisumu City shopping at the three major malls. The determined sample size is 384 respondents. Stratified random method of sampling was used and self administered questionnaires were used to capture necessary information. Both descriptive and inferential analyses was used to analyse collected data. Findings reveal that all the social media platforms (Facebook, Twitter and YouTube) influence consumer search for different brands, consumer share satisfaction feedback of the brand, consumer mention brands by electronic word of mouth, consumer engage through likes and comment on brands and the brands remaining top of mind among consumers are strong and significant determinants of brand awareness in the Kisumu City. Based on findings, it is concluded that social media platforms have an influence on brand awareness among consumers of soft drink beverage in Kisumu City. It is therefore recommended that companies should share brand posts regularly on social media platforms to enable the product remain top in minds of consumers at the point of purchase and increase brand awareness.