The impact of social media activities on raising brand awareness during the COVID-19 pandemic

Abstract

The aim of this research is to identify social media activities that affect the increase of brand awareness in the fashion industry in Kosovo. The research considers five different social media activities (advertising, influencers, sharing, entertainment, and interaction), and to the best knowledge of the authors, this is the first experiment to consider these factors all together, as well as the first one addressing brand awareness in Kosovo. Quantitative methods were used on a sample of 224 respondents, including confirmatory factor analysis and regression analysis. The analysis was conducted by using the AMOS statistical software. The findings indicate that activities, such as interaction and advertising, have a significant impact on brand awareness, unlike entertainment, sharing, and influencers’ behaviour. The findings provide marketers with recommendations regarding social media activities and the challenges that must be considered before they are implemented.

The nexus between social media advertising and customers’ purchase intention with the mediating role of customers’ brand consciousness: evidence from three South Asian countries

“…Once the fashion industry structure changed and businesses searched for low-cost marketing tactics, SM-based marketing and advertising became more popular. While several recent studies have examined the role of SMAs on sales performance (Yao, Shanoyan, Peterson, Boyer, & Baker, 2017), firm performance (Tajvidi & Karami, 2021), brand consciousness/loyalty (Jawaid & Rajadurai, 2021; Rrustemi & Baca, 2021); customer retention (Khan et al , 2019a, b; Wang et al , 2019); fashion consumption (Chu & Seock, 2020; Shafaat et al , 2020; Hsiao et al , 2019); and purchase intention/decision (Alatawy, 2022; Dewi & Adine, 2022); This study uses original data from a fashion consumer survey in three South Asian nations with roughly 25% of the world's population.…”

Consumer Behaviour Towards Sponsored-Labelled Targeted Advertisements on Meta Platforms in the Context of Mauritius

“…The ability of a consumer to identify or recall a certain brand of a product or service is known as brand awareness (Rrustemi & Baca, 2021). It represents the extent to which consumers remember or recognize a brand after being exposed to its advertisement (Tsimonis & Dimitriadis, 2014).…”

Strategies to Improve Brand Awareness Through Social Media Marketing

“…Brand awareness refers to the ability of potential customers to recognize or remember a brand, which enables them to make connections between products and brands (Cheung et al, 2019). Rrustemi and Baca (2021) describe brand awareness as the consumer's ability to recognize or remember the brand of a particular product or service. Therefore, brand awareness must first be established and responsible for communicating product attributes until a brand name is established.…”

“…For example, Bilgin (2018) pointed out that brand awareness is about consumers' ability to remember or recognize a brand in different situations. Rrustemi and Baca (2021) added that brand awareness is critical during the decision-making process because consumers use awareness to remember a particular brand. When it comes time to make a choice, customers remember specific brands by invoking their familiarity.…”