Preprint / Version 1

Examining the impact of social media marketing on brand awareness and consumer reach for business

##article.authors##

  • Ruhan Vinay College Impact

Keywords:

Business, Marketing, brand awareness

Abstract

In today's market conditions, incorporating digital channels to establish and sustain a competitive edge is imperative for businesses. Social media has revolutionized the digital marketing landscape by making it easier for businesses to communicate, engage and gather insights from their target audience, thereby shifting the dynamics and customer expectations. Given the current economic climate and the myriad issues that businesses face, this transition has left them unsure about how to effectively navigate this changing terrain. This research will examine the impact of social media marketing practices of the top two shoe brands in the United States and their influence on brand awareness, customer engagement and the potential to broaden their global customer reach. The study will employ a content analysis approach to assess their promotional approaches, engagement based on the type of posts and content strategies to gather valuable insights on successful social media marketing strategies. This will help businesses in learning how to successfully engage their target audience on social media and optimize their social media presence in the future to increase their competitive edge and business growth.

References or Bibliography

Biggest social media platforms 2023 | Statista. (2023, February 14). Statista. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

Cao, D., Meadows, M., Wong, D., & Xia, S. (2020). Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context. Journal of Business Research, 122(122), 835–846. https://doi.org/10.1016/j.jbusres.2020.06.025

Carmely, M. (2023b). Nike Target Market Segmentation – Customer Analysis & Marketing Goals for 2022. Start.io - a Mobile Marketing and Audience Platform. https://www.start.io/blog/nike-target-market-analysis/

Digital vs. traditional marketing budget changes according to U.S. CMOs 2023 | Statista. (2023, July 4). Statista. https://www.statista.com/statistics/693449/digital-vs-traditional-marketing-budget-change-according-to-cmos-usa/

Digital ad spend worldwide 2026 | Statista. (2023, March 1). Statista. https://www.statista.com/statistics/237974/online-advertising-spending-worldwide/

Gilpin, J. (2023). The state of social media 2023: Business leaders weigh in on what’s next. Sprout Social. https://sproutsocial.com/insights/the-state-of-social-media/

Instagram: age distribution of global audiences 2023 | Statista. (2023, February 14). Statista. https://www.statista.com/statistics/325587/instagram-global-age-group/

Kemp, S. (2023). Digital 2023 April Global Statshot Report — DataReportal – Global Digital Insights. DataReportal – Global Digital Insights. https://datareportal.com/reports/digital-2023-april-global-statshot

Kraus, E., & Rico, A. R. (2023, May 17). Everything you need to know about TV advertising costs. Fit Small Business. https://fitsmallbusiness.com/tv-advertising/

Li, F., Larimo, J., & Leonidou, L. C. (2020). Social Media Marketing strategy: definition, conceptualization, taxonomy, validation, and Future Agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. Springer. https://doi.org/10.1007/s11747-020-00733-3

Lim, W. M. (2023). Transformative marketing in the new normal: A novel practice-scholarly integrative review of business-to-business marketing mix challenges, opportunities, and solutions. Journal of Business Research, 160, 113638. https://doi.org/10.1016/j.jbusres.2022.113638

Mehmeti-Bajrami, S. M.-B., Qerimi, F., & Qerimi, A. (2022). The Impact of Digital Marketing vs. Traditional Marketing on Consumer Buying Behavior. HighTech and Innovation Journal, 3(3), 326–340. https://doi.org/10.28991/hij-2022-03-03-08

U.S. Twitter reach by age group 2021 | Statista. (2022, April 27). Statista. https://www.statista.com/statistics/265647/share-of-us-internet-users-who-use-twitter-by-age-group/

Wang, H. (2015). Analysis on the Changes in Consumer Behavior and Marketing Countermeasure. SHS Web of Conferences. https://doi.org/10.1051/shsconf/20151701007

Wibowo, A., Chen, S., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability, 13(1), 189. https://doi.org/10.3390/su13010189

Zote, J. (2023). 13 Ways to increase your Instagram engagement rate. Sprout Social. https://sproutsocial.com/insights/instagram-engagement/

Downloads

Posted

09-19-2023