The Impact of Social Media Marketing on Brand Awareness

Abstract

This bachelor thesis, authored by Kristers Miķelsons, titled "The impact of social media marketing on brand awareness", aims to analyze how social media strategies influence consumer recognition and perception of brands. The research hypothesizes that effective social media marketing positively impacts brand awareness and consumer engagement. The study employs a mixed-methods approach, including a comprehensive literature review, case studies of Latvian brands, quantitative surveys, and data analysis of social media metrics. Each chapter explores different facets: the literature review examines theoretical frameworks; the case studies analyze social media strategies across various brands; the survey assesses consumer perceptions; and the final chapter synthesizes findings and provides practical recommendations. Main findings reveal a strong correlation between active, authentic social media content and increased brand recognition, with visual and video content being particularly effective. The thesis includes 12 figures and 8 tables, on 87 pages supported by an 4 appendix - containing interview guides, responses, and survey data. Key words are: social media marketing, brand awareness, consumer behavior, digital strategy, influencer marketing, analytics.