INFLUENCE OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS AMONG UNDERGRADUATE STUDENTS

Oluwawapelumi Iyinoluwa Ola

Abstract


This research investigates the impact of social media marketing on brand awareness among undergraduate students. It explores the strategies employed by businesses to enhance brand visibility and examines the types of content that effectively resonate with this demographic. Additionally, it delves into the psychological factors that drive engagement and influence brand perceptions. The study carried out a survey of Redeemer’s University students. The Questionnaire was the instrument for data gathering. Data showed that the social media marketing strategies on brand awareness and loyalty among undergraduates include targeted advertising, influencer collaborations, and interactive content. Additionally, findings showed certain types of content on social media platforms, such as relatable and visually appealing posts, resonate more effectively with the undergraduate student demographic. Furthermore, psychological factors such as social proof, personal relevance, and emotional appeal play a significant role in driving engagement and influencing brand perceptions among undergraduate students exposed to social media marketing. The study thus concludes that the findings from this study provide valuable insights for businesses to tailor their social media marketing strategies, create relevant content, and establish meaningful connections with undergraduate students, ultimately enhancing brand awareness in this target audience.


Keywords


Social Media, Marketing, Brand awareness, Brand loyalty, Undergraduates.

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References


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