INSTITUTE OF JOURNALISM 

SCHOOL OF GRADUATE STUDIES AND RESEARCH 

(SoGSaR) 

 

 

 

 

EXAMINING THE IMPACT OF SOCIAL MEDIA INFLUENCE ON BRAND 

AWARENESS:   A CASE OF TAMALE TECHNICAL UNIVERSITY 

 

BY 

 

 

EMMANUEL PONTRIBOG 

 

A DISSERTATION/THESIS SUBMITTED TO THE UNIVERSITY OF MEDIA, ARTS 

AND COMMUNICATION UniMAC IN PARTIAL FULFILMENT OF THE 

REQUIREMENT FOR THE AWARD OF MA/MPHIL IN COMMUNICATION 

 

 

 

 

 

DECEMBER, 2024 

 

 

 

 

 



ii 
 

DECLARATION 

 

Candidate's Declaration   

I hereby declare that this thesis is the result of my own original research and that no part 

of it has been presented for another degree in this University or elsewhere. 

Candidate's Signature …………………………… Date ……………………… 

Name: Pontribog Emmanuel K.K 

 

 

 

Supervisor's Declaration 

I hereby declare that the preparation of the dissertation was supervised in accordance with 

the guidelines on supervision of dissertation laid down by the Institute of Journalism 

 

  

Supervisor's Signature ……………………...........................Date….........………………… 

Name: Dr Rhodalene Amartey 

 

 

 

 

 



iii 
 

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. 

 

 

 



iv 
 

 

KEYWORDS 

 
 
 

 Social Media 

 Brand Awareness  

University Students,  

Tamale Technical University 

 Marketing 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



v 
 

ACKNOWLEDGMENTS 

 

First and foremost, I sincerely thank the Lord Almighty for His protection, 

guidance, and faithfulness over the years. I would like to express my heartfelt 

gratitude and profound appreciation to my supervisor, Dr Rhodalene Amartey, who 

read through the draft and commented in details on the work, without which I might 

not have been able to come out with such a work.  

Special thanks go to Dr Fadda Dicson Narh (DSP), Mr Richard Amoah Nyarko,  

Dr Danial Addo MD CBG, DR. Joe Anokye Director NCA, My wife Mrs Salifu 

Edith, and to my family for their enormous support during my course and project. 

I sincerely 

appreciate the respondents whose contributions have made this research work 

possible, and finally, all those who have contributed in diverse ways to make this 

research successful. I say thank you. 

 

 

 

 

 

 

 

 

 

 



vi 
 

 

 

DEDICATION 

To my Commander DSP Mr. Richard Amoah Nyarko  

 

 

 

 

 

 

 

 

 

 

 

 

 

 



vii 
 

TABLE OF CONTENT 

i 

DECLARATION ..................................................................................................................................ii 

ABSTRACT ........................................................................................................................................ iii 

KEYWORDS ....................................................................................................................................... iv 

ACKNOWLEDGMENTS.................................................................................................................... v 

DEDICATION ..................................................................................................................................... vi 

LISTS OF TABLES ............................................................................................................................. x 

LIST OF FIGURES ............................................................................................................................. xi 

CHAPTER ONE ................................................................................................................................... 1 

1.0 Introduction ..................................................................................................................................... 1 

1.1 Background of the Study................................................................................................................ 2 

1.2 Statement of the Problem ............................................................................................................... 4 

1.3 Purpose of the Study ...................................................................................................................... 6 

1.4 Specific Objectives ......................................................................................................................... 6 

1.5 Research Questions ........................................................................................................................ 6 

1.6 Scope of the Study .......................................................................................................................... 7 

1.7.0 Significance of the Study ............................................................................................................ 8 

1.7.1 Theoretical Significance ............................................................................................................. 8 

1.7.2 Practical Significance .................................................................................................................. 9 

1.7.3 Policy Significance:................................................................................................................... 10 

Conclusion......................................................................................... Error! Bookmark not defined. 

1.8 Organization of the Study ............................................................................................................ 10 

1.9 Chapter Summary ......................................................................................................................... 12 



viii 
 

CHAPTER TWO ................................................................................................................................ 13 

LITERATURE REVIEW ................................................................................................................... 13 

2.0 Introduction ................................................................................................................................... 13 

2.1 Theorical review ........................................................................................................................... 15 

2.1.1 Social Influence Theory ............................................................................................................ 15 

2.1.2 Theory of Planned Behavior (TPB) ......................................................................................... 17 

2.1.3 Uses and Gratifications Theory (UGT) .................................................................................... 20 

2.1.4 Diffusion of Innovations Theory .............................................................................................. 22 

2.1.5 Elaboration Likelihood Model (ELM) ..................................................................................... 25 

2.2 Evolution of Social Media ........................................................................................................... 27 

2.2.1 Early Beginnings ....................................................................................................................... 27 

2.2.2 Rise of Major Platforms ............................................................................................................ 27 

2.2.3 Social Media in the Mobile Era ................................................................................................ 28 

2.2.4 Contemporary Trends................................................................................................................ 28 

2.2.5 Impact on Society ...................................................................................................................... 29 

2.2.6 Conclusion ................................................................................................................................. 29 

2.2.7 Theoretical framework .............................................................................................................. 29 

Theoretical Relationships and Research Objectives ......................................................................... 31 

2.3 Social Media Marketing ............................................................................................................... 32 

2.4 Social Media Usage ...................................................................................................................... 33 

2.5 Social Media Paid Advertising .................................................................................................... 35 

Source: Adapted statistics found by Pokrop (2019). ........................................................................ 36 

2.6 Brand ............................................................................................................................................. 36 

2.7 Brand Awareness .......................................................................................................................... 36 

2.8 Chapter summary.......................................................................................................................... 39 

CHAPTER THREE ............................................................................................................................ 40 

RESEARCH METHODS................................................................................................................... 40 

3.0 Introduction ................................................................................................................................... 40 

3.1 Research Philosophy .................................................................................................................... 40 

3.2 Research Design ........................................................................................................................... 41 

3.3 Population ..................................................................................................................................... 42 



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3.4 Sampling Techniques ................................................................................................................... 43 

3.5 Sample Size................................................................................................................................... 45 

3.6 Data Collection Method ............................................................................................................... 45 

3.6.1 Secondary Data .......................................................................................................................... 46 

3.6.2.1 Method of Primary Data Collection ...................................................................................... 47 

3.6.2.2. Survey Design ....................................................................................................................... 47 

3.4 Procedures ..................................................................................................................................... 47 

3.5 Participants .................................................................................................................................... 48 

Data Collection ................................................................................................................................... 48 

3.6 Data Analysis ................................................................................................................................ 48 

3.7 Chapter Summary ......................................................................................................................... 50 

CHAPTER FOUR .............................................................................................................................. 51 

RESULTS AND DISCUSSION ........................................................................................................ 51 

4.0 Introduction ................................................................................................................................... 51 

4.1 Coefficients: .................................................................................................................................. 56 

Interpretation ....................................................................................................................................... 56 

4.2 Hypothetical view ......................................................................................................................... 60 

4.3 Chapter Summary ......................................................................................................................... 64 

CHAPTER FIVE ................................................................................................................................ 65 

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS .................................................. 65 

5.0 Introduction ................................................................................................................................... 65 

5.1 Overview ....................................................................................................................................... 65 

5.2 Summary of Key Findings ........................................................................................................... 66 

5.3 Conclusions ................................................................................................................................... 67 

5.4 Recommendations ........................................................................................................................ 69 

5.5 Suggestions for Future Studies .................................................................................................... 70 

References ........................................................................................................................................... 70 

APPENDIX ......................................................................................................................................... 71 

QUESTIONNAIRE FOR STUDENTS............................................................................................. 71 

 



x 
 

LISTS OF TABLES 

 

 

Table                                                                                                                             Page 

1 Statistics on Facebook and Instagram                                                                         37 

            2 Sample frame for targeted population                                                                        44 

            3 Propositional Stratified sample for targeted sample size used for the study              46 

4 Demographic Characteristics of Respondents                                                             61 

5 Sample Data of Five (5) Students                                                                                64 

6 Correlation Analysis                                                                                                    64 

7 Linear Regression Analysis                                                                                         65 

8 Descriptive Statistics                                                                                                   67 

9 Multiple Regression Analysis                                                                                     69 

10 Hypothetical Analysis                                                                                               71  

11 SWORT Analysis                                                                                                     72 

12 Descriptive Statistics on Social Media Usage Patten                                               73  

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



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LIST OF FIGURES 

 

Figures                                                                                                                         Page 

 

1 Conceptual Framework                                                                                               42  

2 Brand Awareness                                                                                                        48 

3 Social Media Usage                                                                                                    49



1 
 

CHAPTER ONE 

1.0 Introduction 

In today's digital age, the pervasive influence of social media platforms has revolutionized 

the landscape of marketing and brand management (Statista, 2023). With billions of active 

users worldwide, platforms such as Facebook, Instagram, Twitter, and LinkedIn have 

become integral channels for businesses to connect with consumers, shape brand 

perceptions, and drive engagement (Smith & Zook, 2022). Consequently, understanding 

the impact of social media on brand awareness has become increasingly vital for marketers 

striving to navigate the ever-evolving digital ecosystem. Brand awareness, a cornerstone 

of brand management, encompasses the extent to which consumers recognize and recall a 

brand within its target market (Keller, 1993). It serves as a fundamental building block for 

brand equity, influencing consumer perceptions, purchase intentions, and ultimately, brand 

loyalty (Keller, 2001). In the contemporary digital landscape, social media plays a pivotal 

role in shaping brand awareness by facilitating direct interactions between brands and 

consumers, enabling content virality, and amplifying brand messaging to vast audiences 

(Felix et al., 2023). 

Despite the recognition of social media's significance in brand management, empirical 

research on its impact on brand awareness remains a dynamic area of inquiry (Hajli, 2022). 

While numerous studies have explored the qualitative aspects of social media marketing, 

there is a growing need for rigorous quantitative analyses to elucidate the mechanisms 

through which social media influences brand awareness (Zhang et al., 2024). In summary, 

this research endeavors to contribute to the burgeoning body of knowledge on social media 

marketing and brand management by offering empirical evidence of the impact of social 



2 
 

media influence on brand awareness. By shedding light on this critical relationship, this 

study aims to provide valuable insights for marketers, businesses, and scholars alike as they 

navigate the dynamic landscape of digital marketing. 

1.1 Background of the Study 

 
In contemporary marketing landscapes, the pervasive influence of social media has 

significantly reshaped the dynamics of brand awareness and consumer engagement 

(Statista, 2023). Social media platforms, including but not limited to Facebook, Instagram, 

Twitter, and TikTok, have become essential channels for businesses to interact with their 

target audiences, disseminate brand messaging, and foster brand loyalty (Felix et al., 2023). 

As such, understanding the intricate relationship between social media usage and brand 

awareness has become imperative for marketers seeking to navigate the digital realm 

effectively. Brand awareness, a fundamental component of brand equity, pertains to the 

extent to which consumers recognize and recall a brand within its target market (Keller, 

1993). High levels of brand awareness are associated with increased consumer trust, 

preference, and purchase intentions, thereby driving business growth and profitability 

(Keller, 2001). In the context of social media, brand awareness is shaped by various factors, 

including content virality, user engagement, and influencer endorsements (Hajli, 2022). 

Despite the growing recognition of social media's pivotal role in brand awareness, 

empirical research on its quantitative impact remains relatively limited (Zhang et al., 2024). 

While qualitative studies have provided valuable insights into the mechanisms underlying 

social media marketing, there is a pressing need for robust quantitative analyses to 

elucidate the magnitude and significance of social media influence on brand awareness 

outcomes. 



3 
 

Acknowledging the paramount significance of social media influence in bolstering brand 

awareness, research and practical strategies have increasingly concentrated on nurturing a 

digital presence that engages and captivates consumers. Academic discourse has honed in 

on social media's impact due to its pivotal role in fueling competitive advantage and brand 

visibility, a point emphasized by Lou and Yuan (2019). Measuring the impact of social 

media on brand awareness hinges on the extent of consumer engagement and interaction 

with brand content (Hudson, Huang, Roth, & Madden, 2016). Godey et al. (2016) highlight 

that social media influence encompasses various forms of engagement and interaction with 

brands. De Vries, Gensler, and Leeflang (2012) underscore the importance of different 

social media activities, such as posts and likes, in enhancing brand perception and recall. 

Knoll (2016) emphasizes that social media advertising, particularly when integrated with 

influencer marketing, significantly boosts brand awareness and engagement, thereby 

alleviating the concern of limited brand visibility. 

Impact of Social Media Influencers on Brand Awareness and Consumer Purchase 

Intentions, this study by Lou and Yuan (2019) examines how social media influencers 

affect brand awareness and consumer purchase intentions. The research finds that 

influencers significantly enhance brand visibility and credibility, leading to higher 

purchase intentions, particularly when influencers are perceived as authentic and relatable. 

Furthermore, in the Role of Social Media Engagement in Enhancing Brand Loyalty, 

Hudson et al. (2016) explore the relationship between social media engagement and brand 

loyalty. Their findings indicate that active engagement with brand content on social media 

platforms leads to increased brand loyalty, mediated by emotional connection and trust.  

Social Media Marketing and Brand Equity: A Literature Review, this review by Godey et 



4 
 

al. (2016) synthesizes various studies on the impact of social media marketing on brand 

equity components such as brand awareness, brand associations, perceived quality, and 

brand loyalty. The review highlights that social media activities, particularly interactive 

content and user-generated content, positively influence brand equity. Quantifying the 

Impact of social media on Consumer Brand Perception, De Vries, Gensler, and Leeflang 

(2012) analyze how different types of social media activities (e.g., posts, comments, likes) 

impact brand perception. Their empirical analysis shows that user engagement and the 

virality of content are critical factors in enhancing brand perception and recall.  

Effectiveness of Social Media Advertising: A Meta-Analysis, A meta-analysis by Knoll 

(2016) consolidates findings from multiple studies on the effectiveness of social media 

advertising. It concludes that while traditional forms of advertising remain influential, 

social media advertising, particularly when integrated with influencer marketing, 

significantly boosts brand awareness and engagement. In summary, this study endeavors 

to contribute to the evolving body of knowledge on social media marketing and brand 

management by offering empirical evidence of the quantitative impact of social media on 

brand awareness. By doing so, it seeks to provide valuable insights for marketers, 

businesses, and scholars alike as they navigate the complex landscape of digital marketing. 

1.2 Statement of the Problem 

 

While the pervasive influence of social media on brand awareness is widely acknowledged, 

there remains a gap in understanding the quantitative impact of social media usage patterns 

on brand awareness outcomes (Hajli, 2022). Existing research has predominantly focused 

on qualitative aspects of social media marketing, leaving a dearth of empirical evidence on 

the magnitude and significance of social media influence on brand awareness levels (Zhang 



5 
 

et al., 2024). Consequently, there is a pressing need for robust quantitative analyses to 

elucidate the dynamics of social media's impact on brand awareness and inform strategic 

decision-making processes for marketers and businesses. Furthermore, the complex nature 

of social media platforms and the rapidly evolving digital landscape pose additional 

challenges for researchers seeking to quantify the effects of social media on brand 

awareness (Felix et al., 2023). Factors such as content virality, user engagement, platform 

algorithms, and influencer marketing strategies contribute to the complexity of the 

relationship between social media usage and brand awareness, necessitating a nuanced and 

comprehensive approach to empirical research in this domain. 

Therefore, the primary problem addressed by this study is the lack of quantitative evidence 

on the impact of social media on brand awareness. By conducting a rigorous quantitative 

analysis, this research aims to provide empirical insights into the relationship between 

social media usage patterns and brand awareness levels, identify key drivers of brand 

awareness on social media platforms, quantify the effectiveness of social media activities 

in enhancing brand recognition and recall, and offer actionable recommendations for 

businesses to optimize their social media strategies. this study seeks to address the 

following research questions: What is the quantitative impact of social media usage 

patterns on brand awareness levels? What are the key drivers of brand awareness on social 

media platforms? How effective are social media activities in enhancing brand recognition 

and recall? And what actionable recommendations can be derived for businesses to 

optimize their social media strategies for improved brand awareness outcomes? 



6 
 

1.3 Purpose of the Study 

The primary purpose of this study is to empirically examine the impact of social media 

influence on brand awareness. By investigating the relationship between social media 

usage patterns and brand awareness levels, the study aims to determine the quantitative 

impact of social media usage patterns, such as frequency of use, types of engagement, and 

content consumption habits, on brand awareness levels among social media users. Identify 

and analyze the key factors and mechanisms through which social media influences brand 

awareness, including content virality, user engagement, influencer marketing, and platform 

algorithms. Assess the effectiveness of various social media activities and strategies in 

enhancing brand recognition and recall, such as branded content, sponsored posts, user-

generated content, and interactive. 

1.4 Specific Objectives 

i. To assess the impact of social media usage patterns on brand awareness levels. 

ii. To identify and analyze the key drivers of brand awareness on various social media 

platforms. 

iii. To quantify the effectiveness of social media activities, such as content virality, user 

engagement, and influencer marketing, in enhancing brand recognition and recall. 

iv. To provide actionable recommendations for businesses to optimize their social media 

strategies based on empirical findings and best practices in the field of social media 

marketing. 

1.5 Research Questions 

The following research questions were formulated: 



7 
 

i. What is the impact of social media usage patterns on brand awareness levels? 

ii. What are the key drivers of brand awareness on social media platforms? 

iii. How effective are social media activities in enhancing brand recognition and 

recall? 

iv. What actionable recommendations can be derived for businesses to optimize their 

social media strategies for improved brand awareness outcomes? 

1.6 Scope of the Study 

The scope of the study "Examining the Impact of Social Media Influence on Brand 

Awareness" involves a comprehensive yet targeted analysis of different aspects of social 

media marketing and its impact on consumer perception and brand visibility. The study 

will be delimited by focusing on a specific geographical region or market segment to ensure 

the feasibility of data collection and analysis. While the findings may have broader 

implications, they will be limited to the context of the chosen geographical area. The study 

will be conducted within a specific time frame to capture a snapshot of social media usage 

patterns and brand awareness levels. Longitudinal studies tracking changes over time may 

provide valuable insights but are beyond the scope of this research. Due to the vast number 

of social media platforms available, this study may focus on a select few platforms that are 

most relevant to the target audience or industry under investigation. Other platforms may 

be excluded from the analysis to maintain focus and relevance. The study's findings may 

be limited to the characteristics of the sample population surveyed. Factors such as age, 

gender, income level, and geographic location of respondents may influence the 

generalizability of the results to broader populations. The study will utilize specific 

measurement instruments to assess social media usage patterns and brand awareness levels. 



8 
 

While these instruments will be carefully selected and validated, their limitations may 

impact the comprehensiveness of the analysis. External factors beyond the control of the 

researcher, such as changes in social media algorithms, market trends, or technological 

advancements, may impact the study's findings. These external factors will be 

acknowledged but may not be explicitly addressed within the scope of the research. The 

study will employ quantitative research methods to analyze the relationship between social 

media influence and brand awareness. While quantitative analysis provides valuable 

insights, qualitative aspects of social media marketing may not be fully explored within the 

confines of this study. By delimiting the scope of the study in these ways, the research aims 

to maintain focus and relevance while providing meaningful insights into the impact of 

social media influence on brand awareness. 

 1.7.0 Significance of the Study 

This study holds theoretical, practical and policy significance implications for various 

stakeholders, including marketers, businesses, academics, and consumers. 

1.7.1 Theoretical Significance 

i. Evolution of Marketing Theories: This study will contribute to the development 

of new marketing theories that integrate the dynamics of social media influence. 

Traditional models of brand awareness and consumer behavior need to be updated 

to reflect the impact of digital influencers and social media platforms. 

ii. Consumer Behavior Insights: Understanding the role of social media in shaping 

brand awareness provides deeper insights into consumer behavior. Theories on 

decision-making processes, perception, and attitudes towards brands can be 



9 
 

expanded to include the influence of social media interactions and peer 

endorsements. 

iii. Communication Theories: This research will enrich theories related to mass 

communication and media effects by exploring how social media platforms 

facilitate brand communication. It offers a new dimension to the study of how 

messages are disseminated and received in the digital age. 

1.7.2 Practical Significance 

i. Practical Implications for Marketers and Businesses: The findings of this study 

will offer valuable insights for marketers and businesses seeking to optimize their 

social media strategies for enhanced brand awareness outcomes. By understanding 

the quantitative impact of social media on brand awareness and identifying key 

drivers of brand awareness on social media platforms, marketers can tailor their 

marketing efforts more effectively to reach and engage their target audiences. 

ii. Industry Best Practices: The findings of this study can serve as a benchmark for 

industry best practices in social media marketing and brand management. By 

identifying effective strategies and tactics for enhancing brand awareness on social 

media, businesses can benchmark their own performance against industry standards 

and strive for continuous improvement. 

iii. Academic Contribution: Academically, this study contributes to the existing body 

of knowledge on social media marketing and brand management by offering 

empirical evidence of the quantitative impact of social media on brand awareness. 

It fills a gap in the literature by providing rigorous quantitative analyses that 

complement existing qualitative research on this topic. 



10 
 

1.7.3 Policy Significance: 

i. Strategic Decision-Making: The empirical evidence generated by this study will 

inform strategic decision-making processes related to social media marketing and 

brand management. Businesses can use the insights derived from this research to 

allocate resources more efficiently, prioritize social media platforms, and develop 

targeted content strategies that resonate with their target audience. 

ii. Educational and Training Programs: Insights from the study can inform the 

development of educational curricula and training programs for marketers. Policies 

promoting digital literacy and responsible social media usage among consumers 

can also be based on the findings. 

iii. Consumer Understanding: Understanding the dynamics of social media influence 

on brand awareness can also benefit consumers by fostering greater transparency 

and trust in digital marketing practices. Consumers can gain insights into how their 

interactions with brands on social media platforms influence brand perceptions, 

enabling them to make more informed purchasing decisions. 

1.8 Organization of the Study 

This research will be organized into five chapters to provide a clear and structured 

presentation of the study's objectives, methodology, findings, recommendations and 

conclusions. Chapter one, which is the introductory chapter presents introduction to the 

study, background to the study, Statement of the problem research objectives, questions, 

scope of the study, significance of the study, organization of the study and chapter 

summary. Chapter two present the Literature Review, the literature review section will 

review relevant theoretical frameworks, empirical studies, and scholarly literature related 



11 
 

to social media influence on brand awareness. It will provide a comprehensive overview 

of the existing research landscape, identify gaps in the literature, and establish the 

theoretical foundation for the current study. Theoretical Framework, this section will 

present the theoretical framework guiding the research, drawing on relevant theories and 

models from social psychology, marketing, and communication studies. It will provide a 

conceptual framework for understanding the relationship between social media usage and 

brand awareness. Chapter three is the Methodology use, the methodology section will 

describe the research design, sampling procedures, data collection methods, and analytical 

techniques employed in the study. It will outline how data will be collected, analyzed, and 

interpreted to address the research questions and objectives. Chapter four presents the 

Results and discussions, the results section will present the findings of the empirical 

analysis, including quantitative data, statistical tests, and descriptive statistics. It will 

summarize the key findings related to social media influence on brand awareness and 

provide insights into the relationships between variables. The discussion section will 

interpret the results in the context of the research questions and theoretical framework. It 

will compare the findings to previous research, discuss their implications for theory and 

practice, and highlight any limitations and areas for future research. Chapter five is the 

summary, recommendations and Conclusion, the conclusion section will summarize the 

main findings of the study, reiterate its significance, and offer concluding remarks. It will 

also provide practical recommendations for marketers and businesses based on the research 

findings. 



12 
 

1.9 Chapter Summary 

Chapter one effectively sets the stage for the subsequent detailed examination of social 

media's impact on brand awareness. By establishing a clear research framework, outlining 

significant objectives, and highlighting the study's scope and significance, this chapter 

prepares the reader for an in-depth exploration of how social media influences consumer 

behavior and brand perception. The insights gained from this study will not only advance 

academic understanding but also provide practical guidelines for marketers and 

policymakers navigating the dynamic landscape of digital marketing. The next chapter will 

delve into the existing literature, providing a theoretical backdrop against which the study's 

findings can be contextualized and understood. This foundational work will be crucial in 

informing the research design and methodologies employed in the subsequent phases of 

the study. 

 

 

 

  



13 
 

CHAPTER TWO 

LITERATURE REVIEW 

2.0 Introduction 

In the evolving landscape of digital marketing, social media has become an indispensable 

channel for enhancing brand awareness. The second chapter of this research, the literature 

review, delves into the theoretical and empirical foundations that underpin the impact of 

social media influence on brand awareness. By examining recent studies and integrating 

key theoretical perspectives, this chapter aims to provide a comprehensive understanding 

of how social media activities contribute to brand visibility and consumer engagement. The 

proliferation of social media platforms has created new paradigms in consumer-brand 

interactions. As Statista (2023) reports, the global number of social media users has 

surpassed 4.8 billion, illustrating the extensive reach and potential influence these 

platforms hold. Brands leverage this reach to build awareness, engage with audiences, and 

foster loyalty. However, the effectiveness of these efforts is contingent upon understanding 

the mechanisms of social media influence and identifying the activities that most 

significantly enhance brand awareness. Empirical research has increasingly focused on the 

various dimensions of social media marketing. Felix, Rauschnabel, and Hinsch (2017) 

emphasize the need for platform-specific strategies, noting that the impact of social media 

marketing varies across different platforms. Their holistic framework suggests that 

tailoring strategies to the unique features and user behaviors of each platform can maximize 

brand visibility and engagement. This insight is crucial for brands aiming to navigate the 

diverse social media ecosystem effectively. The role of consumer engagement is another 

critical aspect explored in recent studies. Chae and Ko (2016) highlight that active 



14 
 

consumer participation, such as commenting and sharing, plays a pivotal role in enhancing 

brand awareness. Their findings indicate that these interactive behaviors lead to deeper 

brand connections and higher recall rates compared to passive activities like viewing or 

liking posts. This underscores the importance of fostering meaningful interactions on social 

media to boost brand perception. Influencer marketing has emerged as a powerful tool for 

brands seeking to enhance awareness. Djafarova and Rushworth (2017) reveal that 

influencers, particularly those who are perceived as authentic and relatable, significantly 

enhance brand credibility and visibility. Lou and Yuan (2019) further corroborate this, 

demonstrating that influencers can drive brand recognition and consumer purchase 

intentions, especially when their values align with those of the brand. This highlights the 

strategic importance of selecting the right influencers to amplify brand messages.  

Measuring the impact of social media activities on brand awareness presents unique 

challenges. Tafesse and Wien (2018) argue that traditional marketing metrics may not fully 

capture the nuanced effects of social media interactions. They advocate for more 

sophisticated analytics that account for the quality of engagement and the context of 

interactions. This approach provides a more accurate assessment of how social media 

activities influence brand awareness. This literature review will synthesize these empirical 

findings and theoretical frameworks to construct a detailed understanding of the impact of 

social media influence on brand awareness. By examining key drivers such as platform-

specific strategies, consumer engagement, and influencer marketing, this chapter aims to 

elucidate the pathways through which social media activities enhance brand visibility and 

offer practical insights for optimizing social media marketing strategies. 

 



15 
 

2.1 Theorical Framework  

2.1.1 Social Influence Theory 

Social Influence Theory, rooted in the broader field of social psychology, posits that 

individuals’ behaviors, attitudes, and beliefs are often shaped by the social environment 

and the interactions they have with others within that environment (Kelman, 1958). The 

theory delineates three processes of social influence: compliance, identification, and 

internalization. 

i. Compliance: This occurs when individuals conform to the expectations of others 

to gain approval or avoid disapproval. 

ii. Identification: This involves adopting behaviors or beliefs to establish or maintain 

a satisfying self-defining relationship with another person or group. 

iii. Internalization: This is the deepest level of social influence, where individuals 

adopt behaviors or beliefs because they find them inherently rewarding or 

congruent with their own value system. 

In the context of social media, Social Influence Theory is particularly relevant. Social 

media platforms are dynamic ecosystems where influencers, peers, and even strangers can 

significantly impact an individual's perceptions and behaviors. Users are exposed to 

various forms of social proof, such as likes, shares, comments, and endorsements, which 

can influence their own attitudes and actions towards brands. The research objectives 

outlined for this study focus on assessing the impact of social media usage patterns on 

brand awareness levels, identifying key drivers of brand awareness, quantifying the 

effectiveness of social media activities, and providing actionable recommendations for 

businesses. Social Influence Theory supports these objectives in several ways: 



16 
 

i. Assessing Impact: By understanding how compliance, identification, and 

internalization influence consumer behavior on social media, researchers can 

measure how social interactions contribute to brand awareness. The frequency and 

nature of social proof (e.g., likes, shares) can be quantified to assess their impact. 

ii. Identifying Key Drivers: Social Influence Theory helps identify key drivers of 

brand awareness on social media, such as influencer endorsements (identification) 

and peer interactions (compliance). Understanding these drivers can help 

businesses tailor their strategies to leverage social influence effectively. 

iii. Quantifying Effectiveness: The theory provides a framework for evaluating the 

effectiveness of various social media activities. For instance, influencer marketing 

can be analyzed through the lens of identification, while user-generated content can 

be examined for its potential to foster internalization. 

iv. Providing Recommendations: Insights derived from Social Influence Theory can 

guide businesses in optimizing their social media strategies. For example, brands 

can focus on building authentic relationships with influencers to enhance 

identification or create engaging content that encourages compliance and 

internalization among users. Numerous empirical studies have explored the impact 

of social influence on brand awareness and consumer behavior on social media: 

Influencer Marketing and Brand Awareness, a study by Lou and Yuan (2019) 

investigated how influencer marketing affects consumer trust and brand awareness 

on social media. The study found that influencers significantly enhance brand 

visibility and credibility, particularly when they are perceived as authentic and 

trustworthy. This aligns with the identification process of Social Influence Theory, 



17 
 

where consumers adopt behaviors or beliefs based on their relationships with 

influencers. In Social Proof and Consumer Behavior, Study by Erkan and Evans 

(2016) examined the role of electronic word of mouth (eWOM) on social media 

and its impact on consumer purchase intentions. The research highlighted that 

positive social proof (e.g., likes, positive comments) significantly influences 

consumer attitudes towards a brand, leading to higher purchase intentions. This 

supports the compliance aspect of Social Influence Theory, where consumers 

conform to the perceived expectations of their social network. Same in Peer 

Influence and Brand Engagement, a Study by Kudeshia and Kumar (2017) explored 

how peer interactions on social media impact brand engagement and loyalty. The 

study demonstrated that peer interactions, such as sharing and commenting on 

brand content, enhance brand engagement and loyalty. This is consistent with the 

internalization process, where consumers adopt brand-related behaviors that align 

with their values and the values of their social group. 

2.1.2 Theory of Planned Behavior (TPB) 

The Theory of Planned Behavior (TPB), formulated by Icek Ajzen in 1991, is an extension 

of the Theory of Reasoned Action (TRA) and is one of the most influential theories for 

predicting and understanding human behavior in specific contexts. TPB posits that 

behavioral intentions are influenced by three key factors: 

i. Attitude Toward the Behavior: This involves the degree to which a person has a 

favorable or unfavorable evaluation of the behavior in question. For instance, a 



18 
 

consumer's positive attitude towards engaging with a brand on social media can 

increase their likelihood of doing so. 

ii. Subjective Norms: These refer to the perceived social pressure to perform or not 

perform the behavior. In the context of social media, subjective norms could 

involve the influence of peers, family, or social media influencers on an individual's 

decision to engage with a brand. 

iii. Perceived Behavioral Control: This reflects the perceived ease or difficulty of 

performing the behavior, based on past experiences and anticipated obstacles. For 

social media usage, this could involve the user's confidence in their ability to 

navigate and use social media platforms effectively. 

These three components collectively shape an individual's behavioral intentions, which in 

turn influence actual behavior. The research objectives of this study focus on assessing the 

impact of social media usage on brand awareness, identifying key drivers of brand 

awareness, quantifying the effectiveness of social media activities, and providing 

actionable recommendations. The TPB supports these objectives as follows: 

i. Assessing Impact: By examining how attitudes toward social media engagement, 

subjective norms, and perceived behavioral control influence consumers' intentions 

to engage with brand content, researchers can quantify the impact of these factors 

on brand awareness levels. 

ii. Identifying Key Drivers: TPB helps identify critical psychological drivers of 

consumer behavior on social media. Attitudes toward social media content, social 



19 
 

influences from peers and influencers, and perceived ease of using social media 

platforms are pivotal drivers of brand awareness. 

iii. Quantifying Effectiveness: The theory provides a framework to evaluate the 

effectiveness of various social media activities. For instance, influencer marketing 

can be analyzed through subjective norms, while user-generated content can be 

assessed through attitudes and perceived behavioral control. 

iv. Providing Recommendations: Insights from TPB can guide businesses in crafting 

strategies that positively influence consumer attitudes, leverage social norms, and 

enhance perceived control, thus optimizing social media marketing efforts for 

better brand awareness outcomes. 

Empirical studies have applied TPB to explore the impact of social media on consumer 

behavior and brand awareness: For instance, in Social Media Marketing and Consumer 

Intentions, a study by Kim, H., & Ko, E. (2012) examined the impact of social media 

marketing on consumer purchase intentions using TPB. The study found that positive 

attitudes toward social media marketing, favorable subjective norms, and high perceived 

behavioral control significantly enhance consumer purchase intentions. These results align 

with TPB and highlight the importance of these factors in shaping consumer behavior on 

social media. Influence of social media on Brand Engagement, a study by Al-Debei, M. 

M., Akroush, M. N., & Ashouri, M. I. (2015) applied TPB to study how social media 

influences brand engagement. The research indicated that consumers’ attitudes towards 

social media brand pages, the influence of peers and influencers (subjective norms), and 

the ease of using social media (perceived behavioral control) significantly impact brand 

engagement. This supports the applicability of TPB in understanding social media 



20 
 

behavior. In Consumer Participation in Social Media Activities, a study by Tsai, W. S., & 

Men, L. R. (2017) investigated consumer participation in social media activities related to 

brands using TPB. The study revealed that consumers' intentions to participate in social 

media activities are influenced by their positive attitudes towards the brand, the perceived 

social pressure to engage, and their perceived ability to participate. These findings 

underscore the relevance of TPB in predicting social media engagement. 

2.1.3 Uses and Gratifications Theory (UGT)   

Uses and Gratifications Theory (UGT), developed by Katz, Blumler, and Gurevitch in 

1973, is a popular framework in media studies that focuses on why individuals actively 

seek out specific media to satisfy various needs and desires. Unlike other media theories 

that consider audiences as passive consumers, UGT emphasizes the active role of users in 

selecting and utilizing media. The core premise of UGT is that individuals use media to 

fulfill specific gratifications, which can be categorized into several broad types: 

i. Cognitive Needs: Seeking information, knowledge, and understanding. 

ii. Affective Needs: Experiencing emotional, pleasurable, or aesthetic experiences. 

iii. Personal Integrative Needs: Enhancing credibility, confidence, and status. 

iv. Social Integrative Needs: Connecting with family, friends, and social groups. 

v. Tension Release Needs: Escaping from reality and relaxing. 

In the context of social media, UGT helps explain how and why consumers interact with 

brand content based on their specific needs and gratifications. The research objectives of 

this study are to assess the impact of social media usage on brand awareness, identify key 



21 
 

drivers of brand awareness, quantify the effectiveness of social media activities, and 

provide actionable recommendations. UGT supports these objectives as follows: 

i. Assessing Impact: UGT provides a framework for measuring how different 

gratifications sought by consumers (e.g., entertainment, information) 

impact their engagement with social media content, thereby affecting brand 

awareness levels. 

ii. Identifying Key Drivers: By understanding the specific needs that drive 

consumers to engage with social media, marketers can identify key drivers 

of brand awareness. For instance, content that fulfills cognitive needs 

(informative posts) or affective needs (entertaining videos) can be more 

effective in increasing brand visibility. 

iii. Quantifying Effectiveness: UGT helps quantify the effectiveness of 

various social media activities by linking specific gratifications with 

engagement metrics. For example, user-generated content might be 

particularly effective for fulfilling social integrative needs, leading to higher 

engagement and brand recall. 

iv. Providing Recommendations: Insights from UGT can guide businesses in 

creating content that aligns with the gratifications sought by their target 

audience, optimizing social media strategies to enhance brand awareness. 

Empirical studies have applied UGT to explore the impact of social media on consumer 

behavior and brand awareness: social media and Consumer Engagement, a study by 

Whiting, A., & Williams, D. (2013) investigated the uses and gratifications of social media 

among consumers. The study identified several key gratifications for using social media, 



22 
 

including information seeking, entertainment, and social interaction. These gratifications 

significantly influenced consumer engagement with social media content, supporting the 

relevance of UGT in understanding social media behavior. Brand-related Social Media 

Use, a study by Muntinga, D. G., Moorman, M., & Smit, E. G. (2011) examined the 

motivations for consumers to engage with brand-related content on social media. The 

research found that entertainment, social interaction, and personal identity were significant 

gratifications driving consumer engagement with brand content. These results align with 

UGT, demonstrating its applicability in the context of social media marketing. In the same 

vein, Gratifications and Social Media Usage, a study by Alhabash, S., & Ma, M. (2017) 

explored the gratifications that predict social media usage and their impact on brand 

engagement. The study revealed that gratifications such as social interaction, information 

seeking, and entertainment significantly predict social media usage patterns and 

subsequent brand engagement. This supports the utility of UGT in explaining how different 

motivations influence social media behavior. 

2.1.4 Diffusion of Innovations Theory 

Diffusion of Innovations Theory, proposed by Everett Rogers in 1962, explains how new 

ideas, technologies, or practices spread within a society or from one society to another. 

This theory highlights the processes by which innovations are communicated over time 

among participants in a social system. The theory identifies several key elements that 

influence the diffusion process: 

i. Innovation: The new idea, practice, or object that is being introduced. 

ii. Communication Channels: The means by which information about the 

innovation is transmitted. 



23 
 

iii. Time: The period over which the innovation is adopted by members of the 

social system. 

iv. Social System: The group of individuals who together adopt the innovation. 

The theory also categorizes adopters into five groups based on their willingness to adopt 

new innovations: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. 

The research objectives of this study are to assess the impact of social media usage on 

brand awareness, identify key drivers of brand awareness, quantify the effectiveness of 

social media activities, and provide actionable recommendations. Diffusion of Innovations 

Theory supports these objectives in several ways: 

i. Assessing Impact: Understanding how innovations (e.g., new social media 

strategies) are adopted by different groups, researchers can quantify the 

impact of these strategies on brand awareness across various adopter 

categories. 

ii. Identifying Key Drivers: The theory helps identify the characteristics of 

innovations and communication channels that drive adoption. For instance, 

understanding the role of influencers (early adopters) in spreading brand 

messages can be crucial for increasing brand awareness. 

iii. Quantifying Effectiveness: By analyzing the diffusion process, businesses 

can evaluate the effectiveness of their social media activities in terms of 

how quickly and widely their brand messages are adopted and shared within 

their target audience. 

iv. Providing Recommendations: Insights from the diffusion process can 

guide businesses in crafting strategies that leverage key communication 



24 
 

channels and target influential adopters, thereby optimizing social media 

efforts to enhance brand awareness.  

Empirical studies have applied Diffusion of Innovations Theory to explore the impact of 

social media on consumer behavior and brand awareness: for instance, in Social Media 

Adoption and Brand Awareness, a study by Wang, Y., & Lee, Y. (2020) examined how 

social media innovations are adopted by consumers and their impact on brand awareness. 

The study found that early adopters play a significant role in spreading brand messages on 

social media, leading to increased brand visibility and awareness. The rapid adoption and 

sharing of brand content by these users were crucial for achieving broad brand recognition. 

Influencer Marketing and Innovation Diffusion, a study by De Veirman, M., Cauberghe, 

V., & Hudders, L. (2017) investigated the role of social media influencers in the diffusion 

of brand-related innovations. The research revealed that influencers, acting as early 

adopters, significantly enhance the diffusion process by introducing new brands and 

products to their followers. This leads to accelerated brand awareness and higher 

engagement rates among target audiences. Viral Marketing and Diffusion, a study by Hinz, 

O., Skiera, B., Barrot, C., & Becker, J. U. (2011) analyzed how viral marketing campaigns 

spread through social networks and their impact on brand awareness. The study 

demonstrated that viral marketing, driven by the rapid diffusion of content among social 

media users, effectively increases brand awareness. The research highlighted the 

importance of targeting key influencers and early adopters to maximize the reach and 

impact of viral campaigns. 

 

 



25 
 

2.1.5 Elaboration Likelihood Model (ELM) 

 

The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo in the 1980s, 

is a theory of persuasion that explains how attitudes are formed and changed. According to 

ELM, there are two primary routes to persuasion: the central route and the peripheral route. 

i. Central Route: This route involves careful and thoughtful consideration of the 

persuasive arguments (the message content). It is typically employed when the 

audience is motivated and able to engage in deep processing of the information. 

Attitude changes that result from central route processing are usually enduring and 

resistant to counter-persuasion. 

ii. Peripheral Route: This route involves the use of peripheral cues, such as the 

attractiveness or credibility of the source, rather than the content of the message. It 

is typically employed when the audience is not motivated or able to engage in deep 

processing. Attitude changes that result from peripheral route processing are 

usually temporary and susceptible to counter-persuasion. 

In the context of social media, ELM can help explain how different types of content and 

communication strategies influence consumer attitudes and brand awareness. The 

objectives of this study are to assess the impact of social media usage on brand awareness, 

identify key drivers of brand awareness, quantify the effectiveness of social media 

activities, and provide actionable recommendations. ELM supports these objectives as 

follows: 

i. Assessing Impact: ELM helps in understanding the mechanisms through which 

different types of social media content (central vs. peripheral cues) impact 



26 
 

consumer attitudes and brand awareness. For instance, detailed and information-

rich posts may appeal to central processing, while visually appealing posts may 

appeal to peripheral processing. 

ii. Identifying Key Drivers: By differentiating between central and peripheral routes, 

ELM aids in identifying the key drivers of brand awareness. Content that engages 

users deeply (central route) and content that leverages peripheral cues (e.g., 

endorsements by influencers) can both be effective. 

iii. Quantifying Effectiveness: ELM provides a framework to quantify the 

effectiveness of social media activities by analyzing how different strategies (e.g., 

detailed content vs. visual appeal) influence brand recognition and recall through 

central and peripheral processing routes. 

iv. Providing Recommendations: Insights from ELM can guide businesses in 

creating balanced social media strategies that leverage both central and peripheral 

cues to maximize brand awareness and engagement. 

Empirical studies have applied ELM to explore the impact of social media on consumer 

behavior and brand awareness: Impact of Message Characteristics on social media, a study 

by Huh, J., DeLorme, D. E., & Reid, L. N. (2006) examined the role of argument strength 

and source credibility in the context of online consumer reviews. The study found that 

strong arguments (central route) and high source credibility (peripheral route) both 

significantly influenced consumer attitudes. This supports the dual-process nature of ELM 

in online environments. Social Media Influencers and Consumer Behavior, a study by 

Sokolova, K., & Kefi, H. (2020) investigated the impact of social media influencers on 

consumer decision-making. The research revealed that influencers' credibility and 



27 
 

attractiveness (peripheral cues) significantly affected consumer attitudes and purchase 

intentions, highlighting the relevance of peripheral route processing in social media 

contexts. Advertising Effectiveness on social media, a study by Teng, S., Khong, K. W., 

Chong, A. Y. L., & Lin, B. (2017) analyzed the effectiveness of various advertising formats 

on social media platforms. The study demonstrated that both argument quality (central 

route) and emotional appeal (peripheral route) played critical roles in shaping consumer 

attitudes and enhancing brand awareness, aligning with the principles of ELM. 

2.2 Evolution of Social Media 

The landscape of social media has undergone significant transformation since its inception, 

revolutionizing the way individuals and businesses communicate and interact. From the 

early days of rudimentary online forums to the sophisticated, multifaceted platforms we 

use today, social media has evolved to become an integral part of daily life, influencing 

various aspects of society including communication, marketing, politics, and culture. 

2.2.1 Early Beginnings 

The roots of social media can be traced back to the late 1970s and early 1980s with the 

advent of bulletin board systems (BBS) and Internet Relay Chat (IRC). These platforms 

allowed users to exchange messages and share files, laying the groundwork for future 

social networks (Herring, 2008). In the mid-1990s, the introduction of websites like Six 

Degrees (1997) and LiveJournal (1999) marked the beginning of modern social networking 

by enabling users to create profiles and connect with friends (Boyd & Ellison, 2007). 

2.2.2 Rise of Major Platforms 



28 
 

The early 2000s witnessed the emergence of several key social media platforms that would 

shape the digital landscape. LinkedIn (2003) focused on professional networking, while 

MySpace (2003) became a popular platform for personal profiles and music sharing. The 

launch of Facebook in 2004 marked a turning point, offering a more streamlined and user-

friendly experience that quickly attracted a global audience (Kirkpatrick, 2010). Following 

Facebook, YouTube (2005) revolutionized video sharing, Twitter (2006) introduced 

microblogging, and Instagram (2010) brought a focus on photo sharing. Each of these 

platforms offered unique features that catered to different user needs, contributing to the 

diversification of social media (Kaplan & Haenlein, 2010). 

2.2.3 Social Media in the Mobile Era 

The proliferation of smartphones and mobile internet in the late 2000s and early 2010s 

further accelerated the growth of social media. Mobile apps allowed users to access social 

networks anytime and anywhere, leading to increased engagement and real-time 

interaction. This era also saw the rise of messaging apps like WhatsApp (2009) and 

Snapchat (2011), which introduced ephemeral content and enhanced privacy features 

(Duggan & Brenner, 2013). 

2.2.4 Contemporary Trends 

In recent years, social media has continued to evolve with the integration of advanced 

technologies such as artificial intelligence (AI), augmented reality (AR), and live 

streaming. Platforms like TikTok (2016) have gained immense popularity by leveraging 

AI to personalize content and engage users through short-form videos (Zhang, 2019). 

Additionally, social media has become a crucial tool for businesses, offering sophisticated 



29 
 

advertising and analytics capabilities that enable targeted marketing and customer 

engagement (Dwivedi et al., 2021). 

2.2.5 Impact on Society 

The evolution of social media has had profound implications for society. It has transformed 

the way we communicate, enabling instant connectivity and fostering global communities. 

Social media has also democratized information dissemination, giving rise to citizen 

journalism and influencing public opinion (Hermida, 2010). However, it has also raised 

concerns about privacy, misinformation, and mental health, prompting ongoing debates 

and regulatory scrutiny (Fuchs, 2017). 

2.2.6 Conclusion 

The evolution of social media from simple online forums to complex, multi-platform 

ecosystems has fundamentally changed the way we interact and communicate. As 

technology continues to advance, social media will likely keep evolving, bringing new 

opportunities and challenges. Understanding its development and impact is crucial for 

navigating the digital landscape and leveraging social media effectively in various 

domains. 

2.2.7 Theoretical framework 

There are many ways to think about a conceptual framework, representing the researcher’s 

synthesis of the literature on the best ways to describe phenomena (Hulland, 2020). 

Constructing a conceptual structure allows you to see the trends in your data and how they 

relate to the overall objectives of your study (Van Kleunen et al., 2010). In this study, social 

media influence, consumer engagement, and brand awareness are proposed to be 



30 
 

scientifically operationalized. The essential variables in this study are social media 

influence, consumer engagement, attitude, norm and control and brand awareness. 

Figure 2.1: Conceptual Framework of Social Influence Theory, Theory of Planned 

Behavior, Uses and Gratifications Theory, Diffusion of Innovations Theory, and 

Elaboration Likelihood Model (ELM) 

 

 

 

 

 

 

 

 

             Source: Author’s construct for the study, (2024) 

In Figure 2.1, we released how social media influence, consumer engagement, and brand 

awareness are interconnected. Social Influence Theory (Kelman, 1958) explains how 

consumer behavior and opinions are shaped by peers and influencers, directly impacting 

brand awareness. The Theory of Planned Behavior (Ajzen, 1991) highlights that attitudes, 

subjective norms, and perceived behavioral control influence consumer engagement with 

Social 

Influence 

Theory 

Theory of 

Planned 

Behavior 

Uses and 

Gratifications 

Theory 

Diffusion 

Theory 

Elaboration 

Like hood 

Model 

Brand 

Awareness 

Social Media 

Influence 

Consumer 

Engagement 

Attitude, 

Norm, Control 



31 
 

social media content, which affects brand awareness. The Uses and Gratifications Theory 

(Katz, Blumler, & Gurevitch, 1973) indicates that consumers engage with social media to 

satisfy specific needs, such as entertainment or information, which drives brand awareness. 

The Diffusion of Innovations Theory (Rogers, 2003) explains how innovations, like viral 

content, spread through social networks, enhancing consumer engagement and brand 

awareness. Finally, the Elaboration Likelihood Model (Petty & Cacioppo, 1986) suggests 

that both central (information-rich) and peripheral (attractive visuals) routes of persuasion 

can enhance consumer engagement, leading to increased brand awareness. 

Theoretical Relationships and Research Objectives 

Objective 1: Assess the impact of social media usage patterns on brand awareness levels.  

in Social Influence Theory and TPB, Social influence and attitudes towards social media 

content drive consumer engagement, impacting brand awareness. Objective 2: Identify and 

analyze the key drivers of brand awareness on social media platforms. Same in Theory: 

TPB and UGT, attitudes, subjective norms, perceived behavioral control, and consumer 

needs influence engagement, driving brand awareness. Objective 3: Quantify the 

effectiveness of social media activities, such as content virality, user engagement, and 

influencer marketing, in enhancing brand recognition and recall. In Social Influence 

Theory, UGT, and ELM, Influencer marketing and different gratifications (information, 

entertainment) increase engagement, enhancing brand recognition and recall. Objective 4: 

Provide actionable recommendations for businesses to optimize their social media 

strategies. In Diffusion of Innovations Theory and ELM, it explains the relationship in 

Understanding the spread of innovations and effective persuasion methods help businesses 

enhance engagement and brand awareness. 



32 
 

2.3 Social Media Marketing 

"Social media are web-based services that allow individuals, communities, and 

organizations to collaborate, connect, interact, and build communities by enabling them to 

create, co-create, modify, share and engage with user-generated content that is easily 

accessible" as explained by Sloan and Quan-Haase (2017, p. 17). This content can be 

distributed through many social platforms in various forms including blogs, discussion 

forums, images, films, etc. Social media networks have become the most influential 

phenomenon in communication in recent decades (Kaplan & Haenlein, 2010). These 

platforms facilitate interaction within a community, which helps build trust and a “common 

feeling” among their members (Leimeister, Sidiras, & Krcmar, 2006). They offer people 

new ways to build and maintain social networks, create relationships, share information, 

create and edit content, or even participate in social movements; all through a virtual 

platform (Lorenzo-Romero, Constantinides, & Alarcón-del-Amo, 2011). Interaction 

among members can include text, images, audio, videos, or any other type of 

communication format (Ryan & Jones, 2009, p. 152). According to Fuchs (2008, p. 239-

240), some of the most important characteristics of “virtual communities” in social media 

are continuous voluntary interaction between members, shared interests and topics, formal 

and informal conventions, and the global dimension and speed with which relationships 

develop. 

Currently, social media platforms are considered of great importance for both individuals 

and companies, as they help maintain existing social ties and encourage the development 

of new connections between users (Boyd & Ellison, 2007). These platforms have become 

an interactive medium that allows the development of direct and personalized 



33 
 

communication between companies and clients without geographical or temporal 

limitations. Additionally, social media networks enable different types of interactions with 

customers, such as advertising and information, presales, order configuration, purchases, 

after-sales services, etc. (Kim & Ko, 2012). Because the direction of communication 

between companies and customers is bidirectional, businesses can leverage these social 

media marketing tools to build relationships with their clients in a more direct, effective, 

and controllable way (Sashi, 2012). 

2.4 Social Media Usage 

Companies, recognizing the growth of social media usage among consumers, are 

incorporating these platforms into their marketing strategies due to their low cost and 

popularity. Social media is used to build brands, increase awareness, measure reputation 

from customer relationships (Harris & Rae, 2009), manage brands (Christodoulides, 2009), 

and communicate with customers (Jansen, Zhang, Sobel, & Chowdury, 2009). Various 

methods exist for utilizing social media in the business world. Companies can collect data 

from users' natural behavior and activity, allowing the exploration of behavior patterns 

from friend requests, follows, likes, or tweets (Hogan, 2008). This enables businesses to 

approach consumers quickly and directly at a relatively low cost and with greater efficiency 

than traditional marketing tools. Social media platforms are relevant not only for large 

companies but also for SMEs, profit and non-profit organizations, and government entities 

(Kaplan & Haenlein, 2010). Although companies can measure some elements of 

interaction with customers through social media statistics or specialized programs, it 

remains unclear whether the strategic or tactical impact is high or low. There is a consensus 



34 
 

among marketing professionals that measuring and monetizing marketing activities in 

social networks is complex (Clemons, 2009). 

In this new social media universe of user-generated content, businesses play a fundamental 

role as consumers share their enthusiasm about their favorite brands through these 

platforms (Hennig-Thurau et al., 2010) by commenting on products and services (Chan & 

Ngai, 2011). While the influence of social media marketing on business performance 

remains uncertain, its significance in the future of marketing is undeniable (Harris & Rae, 

2009). Lindgreen, Palmer, and Vanhamme (2004) anticipated that electronic and 

interactive marketing, as well as network marketing, would see greater development in the 

upcoming years. However, not all aspects of internet advertisement are positive. Privacy 

or data security issues can arise, suggesting that social networks require structural control; 

otherwise, their attractiveness, credibility, and content value may decrease significantly 

(Otto & Simon, 2008). Despite the negative aspects of internet advertising, Öztamur and 

Karakadılar (2014) emphasize its importance in online marketing, particularly for small 

and medium businesses. They argue that companies must be present where the consumer 

is and execute their marketing strategies accordingly. As social media usage has become 

popular among consumers, companies need to develop their strategies in a more planned 

and structured way to be effective. Social media marketing has transformed the approach 

to attracting and retaining customers; this includes providing attractive content and 

environments where the public can obtain information (Öztamur & Karakadılar, 2014). An 

essential element in social media marketing is its consumer focus; there must be interaction 

between the promotional campaign and the consumers. Social media marketing represents 

a dramatic but beneficial change in how consumers search for and purchase goods and 



35 
 

services; customers now make decisions on their own terms, relying on trusted networks 

to form opinions of a brand (Paquette, 2013). As Katona et al. (2011) stated, it is necessary 

for companies to have a professional presence on major social media platforms such as 

Facebook, Instagram, or Twitter. The primary objective is not the sale of products and 

services but their exposure to the public, creating a community of users with an emotional 

connection to the brand (Iankova, Davies, Archer-Brown, Marder, & Yau, 2019). Lorenzo-

Romero et al. (2011) suggested that the main goal of social media networks for companies 

is to convert strangers into friends, friends into customers, and customers into brand 

evangelists. Thus, social media platforms have become excellent marketing tools for 

businesses. Creating an account is often free, although businesses can still opt for paid 

advertising within social media networks if they wish. 

2.5 Social Media Paid Advertising 

Paid advertising is defined as “any form of nonpersonal presentation and promotion of 

ideas, goods, or services by an identified sponsor. Not only for-profit organizations but 

also a wide range of not-for-profit organizations, professionals, and social agencies use 

advertising to promote their causes to various target publics” (Parment, Kotler, & 

Armstrong, 2016, p. 367). Colliander and Dahlén (2011) indicate that investment in paid 

publicity on social media networks is growing compared to traditional advertising methods. 

Most social media platforms now incorporate effective advertising formulas. Of all digital 

marketing strategies, social media publicity (e.g., Facebook Ads, Instagram Ads) is unique 

in that it can achieve immediate results (Colliander & Dahlén, 2011). Table 1 shows 

statistics from two major social media platforms popular worldwide, highlighting their 

global coverage according to their user base and the starting prices for paid advertisements. 



36 
 

Table 2.1: Statistics on Facebook and Instagram 

DESCRIPTION FACEBOOK INSTAGRAM 

Active Users Around 2.4 billion Around 1 billion 

Daily Users Around 1.5 billion Around 500 million 

Business Pages 60 million + 25 million + 

% of Business investing in ads 75% 69% 

Minimum Investment $1 USD $1 USD 

Users Reached Through Ads Around 2 billion Around 802 million 

Source: Adapted statistics found by Pokrop (2019). 

2.6 Brand 

According to Kotler and Keller (2005, p. 549), a brand is "a name, term, sign, symbol, 

design, or a combination of these that identifies the maker or seller of the product or 

services." This definition emphasizes how a brand distinguishes itself from competitors 

through tangible and intangible attributes that build reputation in the market (Kotler et al., 

2005). Brands are distinct from the products or services they represent, which can change 

over time according to market demands and trends, aiming to satisfy consumer needs and 

desires (Kotler et al., 2005). 

Doyle and Stern (2006) assert that brands hold intrinsic value for businesses beyond their 

products. From a consumer perspective, brand value influences their consideration and 

loyalty, often existing as an intangible asset shaped by personal satisfaction levels. The 

goodwill associated with a brand stem from emotional and functional experiences that 

significantly influence consumer purchasing behaviors and decisions (Doyle & Stern, 

2006). 

2.7 Brand Awareness 



37 
 

In marketing, brand awareness refers to the extent to which a brand is recognized by 

consumers (Pappu, Quester, & Cooksey, 2005). It signifies the association consumers make 

between a brand and its product category, ranging from simple brand recognition to brand 

recall where the brand dominates consumer memory (Hakala, Svensson & Vincze, 2012). 

Although some may underestimate its role in creating brand value, Aaker (1992) highlights 

its critical importance in the strategies of many firms. Brand awareness has been 

extensively studied, focusing on its measurement, taxonomy, and implications for 

advertising effectiveness (Miller & Berry, 1998; Ratneshwar & Shocker, 1991). Jin and 

Villegas (2007) emphasize that brand awareness plays a crucial role in brand equity by 

enhancing consumer recognition and differentiation in the market. They argue that 

consumer attitudes and purchase intentions are significantly influenced by brand awareness 

(Aaker, 1991). Moreover, factors such as strategic partnerships, customer rapport, 

consistency, and brand reliability contribute to enhancing brand awareness and its 

perceived value among consumers (Gautam & Shrestha, 2018). These factors are illustrated 

in Figure 2.2, depicting how they add value to brand awareness. 

 



38 
 

 

Source: Adapted from Brand Awareness (Aaker, 1991. p.63) 

According to Sasmita and Mohd Suki (2015), brand associations significantly impact brand 

image, which is crucial for any business seeking to enhance brand awareness and perceived 

value in the market. Establishing strong brand associations helps new products gain 

recognition, as consumers are less likely to purchase products without prior knowledge or 

identity in the market (Sasmita & Mohd Suki, 2015). Huang, Rong, and Sarigollu (2014) 

argue that without effective brand associations, consumers struggle to understand product 

characteristics. They suggest that creating brand switchers and offering product trials based 

on previous experiences can improve brand awareness and facilitate consumer 

identification with new products (Huang et al., 2014). 

Kumar and Moller (2018) assert that brand familiarity encourages consumer adoption of 

new products under the same brand name. Consumers tend to prefer familiar products due 



39 
 

to their past experiences and knowledge, which enhances brand recognition and consumer 

decision-making processes (Kumar & Moller, 2018). This familiarity often leads 

consumers to choose a preferred brand without considering alternatives (Aaker, 1991). 

Tuskej, Golob, and Podnar (2013) highlight the positive relationship between brand 

commitment and brand value. They argue that strong brand awareness fosters consumer 

loyalty and commitment, as consumers continue to purchase products from brands they are 

familiar with and trust (Tuskej et al., 2013). This loyalty is reinforced by consumers' past 

experiences and perceptions of brand reliability. Wang and Zhang (2009) explain that 

consumer behavior in brand selection is influenced by their satisfaction or dissatisfaction 

with past experiences. This behavior underscores the importance of brand awareness and 

positive consumer experiences in shaping brand preferences and purchase decisions (Wang 

& Zhang, 2009). 

2.8 Chapter summary 

In this chapter, the focus has been on providing a comprehensive review of the literature 

relevant to the current research topic. Key theoretical frameworks, empirical studies, and 

conceptual foundations have been thoroughly examined. The primary aim of this chapter 

is to establish a strong theoretical foundation that supports the specific objectives of the 

study. By synthesizing existing literature, this chapter facilitates the empirical testing of 

the study's objectives and its relationship to the theories, enables comparisons with 

previous research findings, and ensures a clear understanding of the core concepts 

underpinning the research inquiry. 



40 
 

CHAPTER THREE 

RESEARCH METHODOLOGY  

3.0 Introduction  

This chapter outlines the research methods employed in the study, which aims to 

investigate the impact of social media on brand awareness and consumer engagement. The 

research methods section is critical as it provides a detailed description of the research 

philosophy, research design, data collection techniques, sampling methods, and data 

analysis procedures used to address the study's objectives. By clearly articulating the 

methodology, this chapter ensures the reliability and validity of the findings and facilitates 

the replication of the study by future researchers. The chapter begins with an overview of 

the research design, followed by a discussion on the target population and sampling 

strategy. Subsequently, it elaborates on the data collection instruments and procedures, 

concluding with the data analysis techniques employed to interpret the collected data.  

3.1 Research Philosophy 

 
According to Lincoln and Guba (1985), a research paradigm comprises four key 

components: epistemology, ontology, methodology, and axiology. Each paradigm 

encompasses fundamental assumptions, beliefs, norms, and values (Kivunja & Kuyini, 

2017). The epistemological aspect of a paradigm concerns how we come to know 

something and understand the truth or reality (Kamal, 2018; Kivunja & Kuyini, 2017). 

Buchanan and Bryman (2009) identify two primary epistemological positions: positivism 

and interpretivism. Positivism, as explained by Dancy, Sosa, and Steup (2009), focuses on 

the relationship between variables, formulating hypotheses, and drawing conclusions based 

on empirical manipulation of these variables. On the other hand, the interpretivism 



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paradigm posits that the world is in a constant state of change, with meanings that are fluid 

and contested. It asserts that truth is not pre-existing and objective but is instead constructed 

through human interactions (Thomas, 2009). Ontology deals with the nature of existence 

and categorization of entities in the world (Buchanan & Bryman, 2009). Two ontological 

positions are recognized: objectivism and constructivism. Objectivism maintains that 

social phenomena and their meanings exist independently of social actors (Kivunja & 

Kuyini, 2017). In contrast, constructivism argues that social phenomena and categories are 

continuously created and modified through social interactions (Kivunja & Kuyini, 2017). 

For the study "Examining the Impact of Social Media Influence on Brand Awareness," the 

positivist paradigm provides the philosophical foundation for the chosen methodology. The 

positivist approach is premised on the existence of an objective ontological framework in 

social reality, suggesting that individuals respond to this objective context (Morgan & 

Smircich, 1980). The core tenet of positivism is that there is an empirical reality that can 

be objectively measured and explained. This aligns well with the study’s aim to empirically 

assess how social media influences brand awareness through quantifiable data and 

objective analysis. 

3.2 Research Design 

Research design refers to the overall strategy that researchers choose to integrate the 

different components of the study in a coherent and logical way, thereby ensuring they will 

effectively address the research problem. It constitutes the blueprint for the collection, 

measurement, and analysis of data. More specifically, research design is a framework that 

has been created to find answers to research questions. It includes data collection methods, 

the instruments that will be used to gather data, and how the data will be analyzed. 



42 
 

According to Creswell (2014), a well-developed research design ensures that the evidence 

obtained enables the researcher to effectively address the research problem logically and 

as unambiguously as possible. 

To determine the impact of social media influence on brand awareness, individuals’ 

attitudes and perceptions, a descriptive correlational survey method was employed. This 

research design is particularly suited for examining the relationships between variables and 

understanding the demographic profiles, such as gender and age, of the participants, 

alongside their social media usage patterns. leveraging this method, the study aims to 

provide a comprehensive overview of how social media marketing influences consumer 

behavior and brand awareness. The descriptive correlational survey method is widely used 

in social science research to describe and measure the relationships between variables 

without manipulating them (Creswell & Creswell, 2018). This approach allows researchers 

to gather data on participants' demographics, behaviors, and attitudes, and to identify 

potential correlations among these factors. Given the nature of this study, which seeks to 

understand how social media marketing and brand awareness affects consumer attitudes 

and perceptions, this method is highly appropriate. 

3.3 Population 

 
The population for this study comprised students from all programs at Tamale Technical 

University (TaTU), selected for their accessibility and relevance to the research objectives. 

Specifically, the study targeted 640 level 200 students from the 2022/2023 academic year, 

including 220 Accounting students, 75 Marketing students, 45 Information Technology 

(IT) students, and 300 students from other programs. A purposive sampling method was 

employed to identify participants most relevant to the study's objectives. 



43 
 

Initially, a sample of 66 students was selected to provide in-depth insights, comprising 22 

Accounting students, 22 Marketing students, and 22 IT students. However, due to 

participation challenges, the sample size was further reduced to 20 students, as 46 students 

were unable to complete the survey. According to Sekaran (2003), a sample should 

represent at least 30% of the target population. Despite the reduction, the final sample was 

deemed appropriate, as it represented a diverse group of students actively engaged with 

social media platforms, ensuring a robust exploration of the research problem. Tamale 

Technical University was chosen as the study's focal point due to the significant exposure 

of its student population to social media, making it a suitable setting to assess the influence 

of social media on brand awareness. This population provided a rich context for examining 

how social media platforms shape students' perceptions, interactions, and understanding of 

brands. 

Table 3.1: Sample Frame of Students Targeted for the Study 

Students                      Total 

Accountancy Department Students                                                                            220 

Marketing Department Students 

Department of Information Technology 

Proportion of Other Departments Programs 

Total             

                        75 

                        45 

                      300 

                      640 

             Source: Field survey (2024) 

3.4 Sampling Techniques  

 
In research, the selection of an appropriate sampling technique is crucial for ensuring that 

the study's findings are valid, reliable, and representative of the population under 

investigation. Sampling techniques refer to the methods used to select individuals or groups 



44 
 

from a larger population to participate in a study. These techniques can be broadly 

categorized into two main types: probability sampling and non-probability sampling. Each 

has its own strengths and is chosen based on the study's objectives, the nature of the 

population, and the resources available to the researcher. In the context of this study, which 

investigated the impact of social media usage on brand awareness among students at 

Tamale Technical University (TaTU), a purposive sampling technique was employed. This 

technique was chosen because the study required a specific subset of the student population 

that actively uses social media platforms and has the potential to contribute valuable 

insights into the research questions. The study's population consisted of 66 students, with 

a purposive sample size of 20 students who were selected based on their engagement with 

social media. According to Sekaran (2003), a sample should cover at least 30% of the target 

population, which aligns with the sample size used in this study. The choice of purposive 

sampling allowed the researcher to focus on participants who were most likely to provide 

relevant and meaningful data, thus enhancing the study's ability to address its objectives 

effectively. However, it's important to note that while purposive sampling is useful for 

gaining deep insights from a specific group, it may limit the generalizability of the findings 

to the broader student population at TaTU.  

The researcher further employed a stratified random sampling method to select respondents 

from the target population. Stratified random sampling involves dividing the population 

into distinct, homogeneous groups called "strata" and then randomly selecting participants 

from each stratum (Burnam & Koegel, 1988; Hagan & Collier, 1983). These strata are then 

combined to form the final sample. This method is also referred to as "random quota 

sampling" (Binson, Canchola, & Catania, 2000; Bryant, 1975). 



45 
 

For this study, the target population was segmented based on relevant stratification 

variables to create the strata. These variables were selected to align with the study's 

objectives and ensure meaningful analysis. Estimates for each subgroup were calculated 

using the identified stratification factors. The sample frame, representing the target 

population, was reviewed for under-coverage, over-coverage, multiple coverages, and 

clustering to ensure accuracy. Each stratum in the sample frame corresponded to a distinct 

demographic category, and distinctions between strata were maximized while minimizing 

variations within each stratum. 

Table 3.2: Proportional Stratified Sampling for Sample Size Used 

Students Population (N) Sample (%) Sample (n)  

Accounting Students 22 33 7  

Marketing Students 22 33 7  

Information Technology (IT) 22 33 7  

Total 66 100 20  

Source: Author's sample (2024) 

 

3.5 Sample Size 

The study aimed to gain in-depth insights into the social media habits of students and their 

impact on brand awareness. A sample size of 20 allowed for detailed analysis while 

ensuring that the study was manageable and resources were effectively utilized. 

3.6 Data Collection Method 

The primary data collection technique used in this study was survey research. After each 

respondent was selected, they were assigned specific time slots to come to a designated 

facility at Tamale Technical University (TaTU) to complete the survey questionnaire. Each 

session accommodated two participants, who were seated apart to ensure privacy. The 



46 
 

questionnaires were distributed by hand, along with pencils and/or pens. The researcher 

was present throughout the sessions to clarify any questions or concerns that arose. Upon 

completing the survey, participants were free to leave. 

3.6.1 Secondary Data 

Secondary data refers to information that has already been collected, processed, and made 

available by other researchers or organizations. In this study, secondary data provided a 

contextual background and supported the analysis of the primary data. 

1. Literature Review: 

(a) Sources: The secondary data were obtained from existing literature, including academic 

journals, books, previous research studies, and online databases. These sources provided a 

theoretical foundation for the study and helped in understanding the existing knowledge 

and gaps related to social media usage and brand awareness. 

(b) Purpose: The literature review served to contextualize the research within the broader 

academic discussion on social media and brand awareness. It helped to identify key 

concepts, theories, and methodologies that informed the design of the current study. 

3.6.2 Primary data refers to the firsthand information collected directly by the researcher 

for the specific purpose of the study. This type of data is tailored to address the research 

questions and objectives and is gathered from original sources through various methods 

such as surveys, interviews, or experiments. In this study, which focuses on the impact of 

social media usage on brand awareness among students at Tamale Technical University 

(TaTU), primary data was crucial in capturing the direct responses and behaviors of the 

target population. 



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3.6.2.1 Method of Primary Data Collection 

The primary data for this study was collected using a structured questionnaire distributed 

to a sample of students at Tamale Technical University. This approach was chosen for its 

ability to systematically gather quantitative data, which could be analyzed to identify 

trends, correlations, and potential causal relationships between social media usage and 

brand awareness. 

3.6.2.2. Survey Design 

1. Questionnaire Structure: 

(a) The questionnaire was carefully designed to include a series of closed-ended 

questions. These questions were aimed at gathering quantifiable data on various 

aspects of social media usage and its impact on brand awareness. 

(b) The survey included questions that covered: 

i. Demographics: Information about the respondents, such as age, gender, and 

educational level, to provide context for analyzing the data. 

ii. Social Media Usage Patterns: Questions related to the frequency of use, the 

types of platforms used (e.g., Facebook, WhatsApp, Instagram), and the specific 

activities performed on these platforms. 

iii. Brand Awareness: Items assessing the respondents' awareness and recall of 

specific brands they encountered on social media, as well as their engagement 

with branded content. 

3.4 Procedures 

 
This study involved 20 respondents, each with similar backgrounds and social habits. 

Participants were asked to complete an in-depth questionnaire. Section A of the 



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questionnaire focused on the demographic characteristics of the participants, while Section 

B concentrated on their attitudes toward businesses or students using social media 

marketing and brand awareness. This section aimed to determine how these behaviors can 

affect customer perceptions and purchasing decisions. 

The questionnaire was divided into two parts (refer to Appendix A for the full 

questionnaire). To ensure a higher response rate, the researcher administered the 

questionnaire directly to the participants. Before completing the questionnai