Browsing by Author "HEWAN YEMANE"

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    THE EFFECT OF SOCIAL MEDIA MARKETING ON CONSUMERS BRAND AWARENESS AT ADO DETERGENT MEKELLE
    (Mekelle University, 2025-10-23) HEWAN YEMANE
    The rapid expansion of internet access and social media usage in Ethiopia has reshaped how consumers interact with brands, creating new opportunities for firms operating in fast-moving consumer goods (FMCG) categories. For emerging local brands such as Ado Detergent in Mekelle, social media offers a cost-effective platform for building brand awareness; however, empirical evidence on its actual effectiveness remains limited. This study examines the effect of social media marketing on consumer brand awareness by focusing on three key components: brand exposure, electronic word-of-mouth (e-WOM), and customer engagement. An explanatory, quantitative research design was employed, and data were collected from 336 active social media users in Mekelle through a structured online questionnaire. Descriptive statistics showed that the majority of respondents actively use Facebook and Telegram, indicating strong potential reach for the brand. Correlation analysis revealed positive and significant relationships between all three social media marketing components and brand awareness. Regression results further indicated that brand exposure, e-WOM, and customer engagement together explain 61.1% of the variation in brand awareness, with brand exposure being the strongest predictor. Based on these findings, the study recommends that Ado Detergent increase consistent and targeted social media presence within its practical capacity, encourage basic forms of e-WOM such as customer testimonials and feedback, and strengthen simple engagement practices like timely responses and relatable content creation. These focused, low-cost actions can meaningfully enhance the brand’s recall and recognition among social media users in Mekelle.