Exploring how social media is influencing the brand awareness in food industry

Abstract

Purpose: The aim ofthis study is to determine how social media is creating brand awareness in food industry. Social media has turned from being an entertaining medium to a fully integrated part ofevery aspect ofour daily lives. Social media has provided a proactive approach to the brands instead of being reactive. Thus, this study aimed at determining the influence ofsocial media on creating awareness in food industry. Methodology: The research follows quantitative methodology with deductive approach. The sample size for this research is 200 respondents i.e. females. The research variables include: Brand Awareness, Greater Reach, Easy Access, information and awareness. To determine the impact, Cronbach alpha, Pearson Correlation and Regression tests are used. Data is collected through questionnaire. Findings: The findings suggest that, 52% ofthe total variability in brand awareness is due to the independent variables. The findings from Cronbach alpha shows that, all the variables have higher internal consistency i.e. greater than 60%. Similarly, the Correlation test shows that, Consumer reach has the highest correlation with brand awareness i.e. 86.7%. The assessment of hypothesis therefore provides evidence to accept all the independent variables.