EXPLORING THE INFLUENCE OF SOCIAL MEDIA ADVERTISING AND CONTENT MARKETING AWARENESS ON BRAND AWARENESS, IMAGE, ATTITUDE, AND LOYALTY

Abstract

The purpose of this research was to analyse the variables that impact brand awareness across social media. The rapid growth of digital platforms has transformed the dynamics of marketing communication, with social media advertising and content marketing emerging as dominant tools for building brand equity. This study explores the influence of social media advertising and content marketing awareness on four key dimensions of brand performance—brand awareness, brand image, brand attitude, and brand loyalty. Drawing upon integrated marketing communication and consumer behaviour theories, the research investigates how consumers’ awareness and engagement with online marketing content shape their perceptions and long-term relationships with brands. Data were collected through a structured survey and analysed using statistical techniques to assess both direct and indirect effects among the variables. The findings reveal that social media advertising and content marketing awareness significantly enhance brand awareness and brand image, which in turn positively influence brand attitude and loyalty. The study highlights the strategic importance of creating consistent, value-driven, and interactive content to strengthen brand-consumer connections in the digital landscape. Practical implications are provided for marketers seeking to leverage social media and content marketing as complementary strategies for sustainable brand growth. It is also more difficult for advertisers to produce and raise the brand value as they need to be able to organise messages and attempts to capture consumers across all the current media. Therefore, in the present dynamic business room, advertisers have to accept these contact methods for the branding process. The data were collected by hundreds of respondents in which both male and female are there. The findings of this study reveal that most respondents are in favour of social media marketing due to the easy access to social networking websites. According to the respondents, most social media platforms are considered trustworthy for promoting products and services. Content marketing is also perceived as helpful, as it enables people to easily learn about product features through advertisements.