Examining the Impact of Social Media Influence on Brand Awareness: A Case of Tamale Technical University

Abstract

This study investigated the impact of social media influence on brand awareness among students at Tamale Technical University in the Northern region of Ghana. Four (4) research objectives and four (4) questions guided the study. The study employed the explanatory research design and quantitative research approach. The study targeted students at Tamale Technical University, with a population of 20 students sampled for the study. A structured questionnaire solicited students' views on social media usage and brand awareness. The study's findings revealed that social media usage significantly predicts brand awareness (R-squared = 0.537, p < 0.001), with a moderate positive correlation (r = 0.372) between social media usage and brand awareness. WhatsApp, Facebook, and TikTok emerged as the top-three most utilized social media platforms. Additionally, the study found that demographic factors such as age, gender, and academic discipline influence brand awareness. The study recommends that businesses leverage social media platforms to enhance brand visibility and target TaTU students through tailored marketing campaigns. Educational institutions should integrate social media literacy into curricula and provide resources for students to develop social media skills.