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Oluwarotimi, Afolabi Praise (2021) Ascertaining the Impact of Social Media Marketing on SMEs Brand Awareness in Ireland: Case studies of Johnston Mooney & Obrien and Glenisk. Masters thesis, Dublin, National College of Ireland.
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Abstract
Social media marketing is an invaluable digital marketing tool that not only increases awareness and sales but is also a connecting rod to higher business engagements.
The study aimed at ascertaining the impact of social media marketing on SMEs brand awareness in Ireland, using Johnston Mooney & Obrien and Glenisk as case studies.
The data used in justifying the objectives of the study was gotten through primary means of an online survey. The data sourced from the respondents were analysed quantitatively using descriptive statistics. The values of the mean and standard deviation were used for interpretation.
The average or mean values of the variables were set at the benchmark of 3.0, while the standard deviation value was pegged at the benchmark of 1.5.
Any of the average values above the benchmark was presumed significant in providing an explanation to the identified research objectives, and any of the values for the standard deviation below the benchmark was presumed not to have a wide deviation from the mean values of the variables.
The outcome of the descriptive statistics revealed that all the variables were positive and significant in explaining the objectives.
Even the test of hypotheses carried out with the help of the Chi-Square statistical technique affirmed the outcome of the descriptive statistics as X2 cal > X2 tab for the various hypotheses tested in the research work is in the following magnitude: 14.82 > 9.49; 58.067 > 18.31; 104.89 >18.31; 19.66 > 12.59 and 18.56 > 12.59.
The main findings of the study revealed that social media marketing has a significant impact on brand awareness of Irish food processing firms: increasing the knowledge of a brand, endearing buyers to patronise a brand, etc. are some of the objectives behind the use of social media marketing.
Digital marketing methods and tools are significantly useful for the creation of SME brand awareness in Ireland. There are significant benefits of using social media marketing platforms for the development of brand awareness in Ireland. And lastly, there are significant challenges associated with social media marketing in creating brand awareness in Ireland.
Given these findings, it was recommended that food processing firms should stick to social media platforms for brand awareness creation, and they should invest heavily in social media to constantly improve marketing outcomes.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Social Media Marketing; Brand Awareness; SMEs; Johnston Mooney & Obrien; Glenisk |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Marketing > e Marketing J Political Science > JN Political institutions (Europe) > Ireland Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks H Social Sciences > HD Industries. Land use. Labor > Small Business Sector |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Clara Chan |
| Date Deposited: | 04 Mar 2022 15:07 |
| Last Modified: | 04 Mar 2022 15:09 |
| URI: | https://norma.ncirl.ie/id/eprint/5530 |
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