The Role of Social Media Marketing Management in Building Brand Awareness : An Empirical Study in the Digital Economy
DOI: https://doi.org/10.70184/addkfa55
Social Media Marketing Management, Brand Awareness, Digital Economy, Customer Engagement, Digital Marketing
Abstract
This study aims to examine the role of social media marketing management in building brand awareness in the digital economy and to test the hypothesis that effective social media marketing management positively influences brand awareness.
This study employed a quantitative approach using a cross-sectional survey design. Data were collected from 200 active social media users who follow brand accounts across major platforms such as Instagram, TikTok, Facebook, and YouTube. The sampling technique used purposive sampling, and data were collected through structured questionnaires. The variables measured included social media marketing management (content quality, interaction, consistency, and responsiveness) and brand awareness (recognition, recall, top-of-mind, and familiarity). Data were analyzed using descriptive statistics, validity and reliability tests, and regression analysis.
The results indicate that social media marketing management has a positive relationship with brand awareness, suggesting that effective management of social media activities enhances brand recognition and recall among consumers. Structured content and interaction were identified as key factors influencing brand awareness.
These findings provide practical insights for organizations to optimize social media strategies and contribute to marketing management literature in the digital economy. Future research is recommended to include additional variables and broader samples.
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Copyright (c) 2025 Abdullah B, Wahyuni Ekasasmita, Irwan Irwan (Author)
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