ANALYSIS OF THE EFFECTIVENESS OF SOCIAL MEDIA IN INCREASING BRAND AWARENESS IN E-COMMERCE
Keywords:
Brand Awareness, Customer Engagement, Digital Marketing, E-Commerce, Social Media MarketingAbstract
The rapid growth of e-commerce has intensified competition among businesses, making brand awareness a critical factor for achieving sustainable competitive advantage. Social media has emerged as a powerful marketing tool that enables e-commerce companies to enhance brand visibility, engage consumers, and build long-term relationships. This study aims to analyze the effectiveness of social media in increasing brand awareness within the e-commerce industry. A mixed-methods approach was employed, combining quantitative analysis of social media metrics such as follower growth, engagement rates, website traffic, and conversion rates with qualitative insights obtained from in-depth interviews with e-commerce marketing professionals. The findings indicate a strong positive relationship between social media marketing activities and brand awareness indicators. Strategic use of social media, including visually appealing content, targeted advertising, and influencer collaborations, significantly enhances brand recognition, customer engagement, and overall business performance. Despite challenges related to measuring return on investment, the results confirm that social media plays a vital role in e-commerce branding strategies. This study contributes empirical evidence to the digital marketing literature and provides practical insights for e-commerce businesses seeking to optimize social media as a tool for building brand awareness in a highly competitive digital environment.
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