Using social media marketing strategies to create customer engagement and brand awareness in an online grocery store

Abstract

This dissertation mainly focuses on the evaluation of the information getting through Social Media Marketing Strategies and how this information creates a brand awareness and Customer engagement in Online Grocery Stores. For this the information has been dissected into Top of Mind Awareness, Social Media Platforms, and Online Grocery Stores. Furthermore, this dissertation also explores how the participants were referred to these social media and evaluating that information gathered through interviews and literature review by other customers helps them to create a brand awareness. A total of 10 interviewees were selected based on judgment and snowball sampling and the criteria for selecting them was having an experience in online (social media) grocery shopping. Semi structure interviews were conducted and through these interviews’ themes were developed to analyze data. The dissertation concludes that future aspects of social and digital marketing which is gradually penetrating in our society will create Top of Mind Awareness and more usage for Online Grocery Shopping