The effectiveness of social media marketing in building brand awareness. A case of Chikka Chicken fast food restaurant in Harare.
- Author
- Mureyani, Natsai P.
- Title
- The effectiveness of social media marketing in building brand awareness. A case of Chikka Chicken fast food restaurant in Harare.
- Abstract
- This study investigates the role of social media marketing in enhancing brand awareness, focusing on Chikka Chicken, a fast-food restaurant in Harare. The research centres on three pivotal components: content quality, consistent messaging, and audience engagement. Employing a quantitative research design, data were collected from 320 social media users through structured questionnaires. Analytical methods included descriptive statistics, correlation, and regression analyses, utilizing SPSS and AMOS software. Findings reveal that all three factors content quality, consistent messaging, and audience engagement significantly and positively influence brand awareness. Notably, audience engagement emerged as the most influential predictor, underscoring the importance of interactive and participatory content in building brand recognition. These results align with existing literature emphasizing the impact of user interaction on brand. The study concludes that strategic use of social media platforms can substantially improve brand visibility and consumer loyalty, contributing to business growth. Recommendations for Chikka Chicken include enhancing content relevance, maintaining consistent messaging across platforms, increasing customer interaction, and leveraging user-generated content to strengthen digital presence. These insights offer valuable guidance for similar businesses in emerging markets, highlighting the necessity of context-specific social media strategies.
- Date
- June 2025
- Publisher
- BUSE
- Keywords
- Brand Awareness
- Social Media Marketing
- Supervisor
- Ms. S. Nyengerai
- Item sets
- Department of Marketing
- Media
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Mureyani, Natsai P..pdf