SOCIAL MEDIA MARKETING AND BRAND AWARENESS AMONG SELECTED FASHION BUSINESSES IN ASABA METROPOLIS

Abstract

This study examined the effect of social media marketing on brand awareness among selected fashion businesses in Asaba Metropolis, Delta State, Nigeria. Specifically, the study investigated the effect of content quality, consumer engagement, and advertising/personalization on brand awareness. A descriptive survey research design of the correlational type was adopted, while data were collected from 244 valid respondents out of 308 distributed questionnaires. Respondents included owners, managers, and customers of fashion businesses actively using social media platforms in Asaba Metropolis.
Data were analyzed using descriptive statistics, Pearson Product Moment Correlation, and multiple regression analysis. Findings revealed that the three dimensions of social media marketing studied have significant positive relationships with brand awareness. Regression results showed that consumer engagement was the strongest predictor, followed by content quality and advertising/personalization. The model further indicated that 61.0% of the variation in brand awareness was explained by the combined influence of the independent variables. The study recommends that fashion businesses in Asaba should strengthen their digital content strategies, improve customer interaction, and adopt personalized marketing approaches to maximize brand visibility and consumer engagement in an increasingly competitive online marketplace.