Arab Academy for Science, Technology and Maritime Transport

Research Methodology
<Brand Awareness >

Prepared by
(Mostafa Amin 20200054
Ahmed Tamer
Jana Ashraf

Adel ramzy 19101590)

Spring
2024

Supervised by:
Dr. Hazem Rashid
1. Introduction

Brand awareness refers to the extent to which consumers recognize and are familiar with
a brand, its products, or services. It is a critical aspect of marketing that influences how
potential customers perceive and recall a brand. Strong brand awareness not only helps in
distinguishing a brand from its competitors but also builds trust and fosters customer
loyalty. A high level of awareness ensures that a brand is top-of-mind when consumers
are making purchasing decisions.

Background Information

Brand awareness has always been a cornerstone of marketing, with its roots tracing back to
the early days of advertising when businesses aimed to establish a unique identity to attract
customers. Over time, the focus on brand awareness has evolved with advancements in
technology and communication.

Traditionally, methods like print ads, television commercials, and radio spots were used to
build awareness. In the digital age, businesses leverage online platforms such as social media,
search engine optimization (SEO), content marketing, and influencer partnerships to enhance
visibility. Metrics like brand recall, brand recognition, and customer engagement are now
used to measure the success of brand awareness strategies.

Building brand awareness requires a combination of consistent messaging, strategic

positioning, and understanding the target audience. When successfully implemented, it serves
as the foundation for customer acquisition, retention, and long-term growth.

2. Literature Review

2.1 1st Variable

Social media

2.1.1 Definitions

Social media is a communication tool help people to interact with each other through
different platforms.

Social media platforms serve as a powerful tool for brands to communicate, interact, and
build a connection with their audience. Activities such as sharing posts, engaging with
followers, and promoting content can influence a brand's visibility and recognition online.

2.1.2 Relationship between IV and DV

Social media is used by businesses or people to raise awareness of

consumer.

Social media has a positive impact on brand awareness.

Social media can effect on consumer decision making and purchase intention also social
networking create opportunities for managers to have connection with their customers in
order to improve their products.

2.2 2nd t Variable

E - WOM (electronic word of mouth)

2.2.1 Definitions

WOM is the communication that happens face to face between two people.

2.2.2 Relationship between IV and DV

E-wom comments could affect on purchase intention through product and websites, positive
comments on products lead to positive effect on product characteristics. Positive message
could be useful in developing positive attitude toward product.
 3. Research Statement

This research aims to investigate whether and to what extent does the frequent use of social
media and E-WOM in general affect online brand awareness.

2.1.Problem statement
According to the goal and purpose of any firms and brands which is being successful in
aggressive market and changes in marketing environment caused by technology and internet,
firms and marketers try to show their products and brands perfect to consumers in order to
increase brand consumers, aware and encourage passive consumers. The purpose of this
study is to clarify the degree of which factors have significant effect on brand awareness.

4. Research Objective

The intent of this study is identifying and collecting data in order to test hypothesis and
determine the factors which affect brand awareness. It also aims at determining the
effectiveness of social media and e-wom on brand awareness. In other words, this study will
determine the degree of factors that impact brand awareness through the respondents’
answers. This study conducted awell-constructed questionnaire which provides actual data
and obtain real result by examining the effect of these factors on brand awareness.

5. Research Questions

earch questions are expected to clarify understanding of how social media and e-wom
influence brands.

1. What is the effect of social media on online brand awareness?

2. What is electronic word of mouth effect on online brand awareness?

6. Research Design
Problem statement:
1. What is the effect of social Problem statement:
media on brand awareness?
 2. What is the effect of electronic
word of mouth on brands
awareness?

Objective: Objectives:
To determine the relationship To assess the relationship between
between social media and brand eWOM and brand awareness.
awareness

Hypothesis:
Social media use has a positive Hypothesis:
effect on online brand awareness. H1: Positive electronic word of
mouth (eWOM) significantly
increases brand awareness.

H2: Negative electronic word of

mouth (eWOM) negatively affects
brand awareness.

Methodology:
Quantitative approach using Methodology:
surveys. Quantitative Research: This
approach is appropriate as it will
allow us to quantify the influence of
eWOM on brand awareness using
statistical analysis.
Sampling:
Random sampling of 60 consumers Sampling:
aged 18-35 who actively use social
media.
 Population: Consumers who
engage with eWOM content, such
as online reviews, social media
discussions, blogs, and forums.

Sampling Method: Convenience

sampling will be used to select
participants who actively use social
media platforms and online review
sites (such as Amazon, Yelp,
TripAdvisor, etc.).

Sample Size: A sample of 300

participants who have actively
engaged with eWOM content in the
past 3 months.
Data Collection:
Survey with Likert-scale questions Data collection:
on social media use and brand Survey/Questionnaire: A
awareness structured questionnaire will be
used to collect data. The
questionnaire will include questions
that assess
Data Analysis:
Statistical analysis using SPSS to Data analysis:
calculate correlation between social Statistical analysis using SPSS to
media engagement and brand calculate correlation between social
awareness. media engagement and brand
awareness.

Ethical Considerations:
Participants will be informed about Ethical considerations:
the study, and consent will be
obtained. Responses will be kept
confidential. Informed Consent: Participants
will be informed about the purpose
of the study and will provide their
consent before participating.

Confidentiality: Responses will be

kept anonymous and confidential.
Data will only be used for research
purposes.

Right to Withdraw: Participants

will have the right to withdraw
from the study at any point.

Explanation:

1. What is the effect of social media on brand awareness?

Answer Explanation: The study reveals that social media has a significant
impact on brand awareness. Social media platforms like Facebook,
Instagram, Twitter, and TikTok have become an integral part of many
people's daily lives. Since these platforms allow brands to reach large
audiences in real time, they play a vital role in enhancing brand visibility.

Social media provides brands with the ability to connect directly with
potential customers, share updates, promotions, and other content that
keeps the brand top of mind.
By interacting with users through posts, comments, and advertisements,
brands can strengthen their recognition, making their name more familiar
and accessible to a broad audience.

Social media's influence on brand awareness is particularly powerful

because it allows for rapid and widespread sharing of content, leading to
organic visibility through likes, shares, and retweets.

2. What is the effect of electronic word of mouth on brand awareness?

Answer Explanation: The findings indicate that electronic word of mouth

(eWOM) has a strong influence on online brand awareness. Electronic
word of mouth refers to the process by which information about products
or services is shared through digital means, such as social media, review
platforms, blogs, and online forums.

Positive online reviews, ratings, and testimonials often influence

consumers’ decisions, leading them to trust the brand more.

eWOM enhances brand credibility because people tend to trust

recommendations from other consumers more than advertisements. This
creates a snowball effect, where satisfied customers encourage others to
become aware of the brand.

Respondents' opinions in the study suggest that eWOM contributes

significantly to online brand awareness because users tend to engage with
content that is recommended by others, spreading the word to a wider
audience.
Conclusion: Both social media and electronic word of mouth have powerful
roles in increasing brand awareness. Social media provides a platform for
brands to directly engage with their audience, while eWOM helps amplify
brand recognition through trusted, peer-driven endorsements.

7. Research Variable
Variable
Conceptual Definition
E - WOM
eWOM refers to online
communication such as product
reviews, ratings, and
user-generated content on digital
platforms.

Social media
Social media exposure refers to the
frequency and intensity of an
individual's interaction with social
media platforms (e.g., Facebook,
Instagram, Twitter, TikTok) where
they encounter content related to
brands. This exposure can occur
through various forms such as
organic posts, paid advertisements,
influencers, or user-generated
content.
Brand awareness
Brand awareness refers to the
degree to which a consumer can
recognize or recall a brand after
being exposed to relevant stimuli,
 such as brand-related content on
social media. It reflects the
familiarity and recognition a
consumer has with a brand name,
logo, or product after exposure.

8. Research Model

7.1Conceptual model

7.2Theoretical Explanation

1. Independent Variables:

Social Media: Social media platforms serve as a powerful tool for brands to communicate,
interact, and build a connection with their audience. Activities such as sharing posts,
engaging with followers, and promoting content can influence a brand's visibility and
recognition online.

E-WoM (Electronic Word of Mouth): E-WoM refers to consumer-to-consumer interactions

regarding a brand through online channels such as reviews, recommendations, or social
media mentions. Positive or negative word-of-mouth impacts consumers' perception and
knowledge of the brand.
2. Dependent Variable:

Online Brand Awareness: This represents the extent to which potential customers recognize
and recall a brand in the online space. Enhanced online presence through social media and
positive E-WoM contributes to greater awareness of the brand among the target audience.

3. Relationships:

Social media directly impacts online brand awareness by increasing the reach and
engagement of brand-related content.

E-WoM influences online brand awareness through recommendations and reviews that
foster trust and credibility.

Both factors independently and collectively contribute to increasing the visibility and
recognition of a brand online.

7.3.Verbal Illustration

This framework proposes that the use of social media and E-WoM are key drivers of online
brand awareness. Social media allows brands to directly interact with their audience,
distribute promotional content, and maintain a consistent online presence. E-WoM
complements this by enabling users to share their opinions and recommendations about a
brand, which enhances credibility and influences potential customers.

The interaction between these independent variables creates a synergistic effect on online
brand awareness. For example, when social media campaigns are supported by positive
E-WoM, they are likely to have a stronger impact on how consumers perceive and recall a
brand. This makes both social media and E-WoM critical components in strategies aimed at
building and sustaining online brand awareness.

9. Research Hypotheses

Hypothesis one H1: Social media use has a positive effect on online brand awareness.

Hypothesis two H2: E-WOM has a positive effect on online brand awareness.

8.1. Test hypothesis

H1: Social media usage has a positive effect on online brand awareness.
Result of table 5.6.1 illustrates that social media has positive effect on online brand
awareness with a variance of (190):0.565 and P:0.01. It means that available variables have
direct and positive connection, so the result is positive connection between them which
supports the first hypothesis.

H2: e-WOM has a positive effect on online brand awareness

Result of table 5.6.1 displays electronic word of mouth has positive effect on online brand
awareness based on variance (190):0.517 and p:0.01. It means that the relation among
electronic word of mouth and online brand awareness is significant

10. Questionnaire Design

11. Data Collection and Sampling

Sample Size
Sampling Method
47 quantitative
Convenience

Explaination:

Sample size of 47: Refers to the number of observations or data points in

the study, and while it may be sufficient for many studies, its
appropriateness depends on the context and research goals.

Convenience sampling: A sampling method where participants are chosen

based on their easy accessibility rather than random selection, which can
introduce bias and limit the generalizability of results.

12. Data Analysis

1) Descriptive Frequencies
Item Frequency Percentage
Gender

Female 21 44.7%
Male
26 55.3%
 Age
11 23.4%
15-19

20-24
32 68.1%
25-29

30-34
8.5%
35-45 4

46-56
Education

Elementary school
8 17%
High School

College Degree 32 68.1%

Graduate Degree 4 8.5%

Other
2 4.3%

City of Residence

Cairo 6 12.8%
33 70.2%
Alexandria

Other 8 17%
Current Job Status

Manger/Executives
1 2.1%
Clerks

Professionals
4 8.5%

Academics 4 8.5%

Self-Employed 6 12.8%

27 57.4%
Laborers Student

other 5 10.6%
Income

Less than 2000 8 17%

11 23.4%
2000-less than 5000

9 19.1%
5000-less than 10000
19 40.4%
Over 10000

2) Reliability Table

Scale Number of items Alpha in current study

Social media .909
8
E - wom .833
8
Brand Awareness .740
16
Total .804
40

3) Correlation Matrix
4) Regression

13.Discussion and conclusion

3.1 Reliability Test

The reliability table provides the Cronbach's Alpha values for different
scales used in the study, which are as follows:

1. Social Media: This scale has 8 items with a Cronbach's Alpha value of
0.909, indicating excellent internal consistency. This high value suggests
that the items in this scale are highly correlated and measure the same
underlying construct.

2. E-WOM (Electronic Word of Mouth): This scale also has 8 items with a
Cronbach's Alpha value of 0.833. This value is considered good,
demonstrating reliable and consistent responses from the participants.

3. Brand Awareness: This scale contains 16 items, and the Cronbach's

Alpha is 0.740, which is acceptable. While it is lower than the other scales,
it still indicates an adequate level of reliability for research purposes.

4. Total: Combining all 40 items, the overall Cronbach's Alpha is 0.804,

indicating good reliability across the entire study. This suggests that the
study's scales collectively measure their intended constructs effectively.
The reliability analysis demonstrates that the scales used in the study are
generally reliable. The high Cronbach's Alpha values for the Social Media
and E-WOM scales show excellent and good reliability, respectively. The
Brand Awareness scale has an acceptable reliability level, though there
might be room for slight improvement in its items or their phrasing to
enhance internal consistency. Overall, the total reliability score of 0.804
confirms that the study's instruments are suitable for assessing the research
constructs and can be confidently used for analysis and interpretation.

3.2 Descriptive Statistics

Discussion:

The frequency table highlights the distribution of respondents based on

gender and age, income, education, city of residence, job status and
occupation.

1. Gender Distribution:

A total of 47 respondents participated, with a slight male majority (26

males, 55.3%) compared to females (21 females, 44.7%).

This indicates a relatively balanced gender representation, though males

slightly outnumbered females.

2. Age Distribution:

The majority of respondents (68.1%) fall within the age range of 25–29,
indicating that this age group is the most represented.

The second largest age group is 15–19 years, comprising 23.4% of the
respondents.

A small percentage of participants (8.5%) belong to the 30–34 age group.

No respondents were reported in the age ranges of 35–45 or 46–56,
suggesting limited or no representation from older age groups.

This data indicates that the sample is predominantly composed of young

adults, particularly those aged 25–29, and is slightly male-dominated.

Conclusion:

The demographic distribution shows a clear concentration of respondents

within the 25–29 age range and a relatively balanced gender split with a
slight male majority. This could suggest that the target population or
interest group for this study is skewed toward young adults, with minimal
engagement from older demographics. Any conclusions or generalizations
drawn from this study should consider these demographic imbalances.

3. Occupation:

The majority of respondents (57.4%) are self-employed, showing significant

representation in this category.

Academics represent 12.8%, followed by laborers/students (10.6%), while

clerks and professionals each account for 8.5%.

4. Income:

40.4% of respondents have an income of over 10,000, which forms the

largest group.

23.4% earn between 2,000 and less than 5,000, while 19.1% earn between
5,000 and less than 10,000.
Only 17% earn less than 2,000, indicating a skew towards higher income
groups.

5. Education:

The majority (68.1%) have a college degree, suggesting a highly educated

respondent pool.

17% have a high school education, while 8.5% hold a graduate degree.
Only 4.3% fall under "other" educational categories.

6. City of Residence:

Alexandria dominates with 70.2% of the respondents residing there.

Cairo accounts for 12.8%, and 17% come from other cities.

7. Job Status:

Only 2.1% of the respondents hold managerial or executive positions,

indicating that this category is underrepresented in the sample.

Conclusion

The demographic analysis shows that the study primarily captures insights
from self-employed, high-income individuals with college-level education
living in Alexandria. While this group provides valuable data, the findings
may not generalize across other demographics, such as lower-income
earners or individuals from diverse geographic regions. Future studies
could aim to diversify the sample to ensure broader representativeness.

3.3 Correlation Matrix

Social Media

The means for the Social Media items range from 1.6170 (Social media1 and Social media3) to
2.5957 (Social media7).

These means suggest that, on average, participants rated these items between "strongly disagree" and
"neutral" (assuming a Likert scale).

Standard deviations for these items range from 0.73878 (Social media3) to 1.33134 (Social media6),
indicating moderate variability in responses across items.

Electronic Word of Mouth (eWOM)

The means for eWOM items range from 2.8298 (eWOM4 and eWOM5) to 3.2553 (eWOM8). This
suggests that participants generally rated these items closer to "neutral" or "agree."
Standard deviations range from 1.11247 (eWOM3) to 1.46435 (eWOM6), showing moderate to high
variability in responses.

Overall Observations:

1. Social Media items have lower average scores than eWOM items, indicating participants might
perceive the influence or use of social media less favorably than eWOM.

2. Variability is higher in some eWOM items compared to Social Media items, suggesting more
diverse opinions about eWOM topics.

3. Both constructs exhibit consistent minimum and maximum scores (1 to 5), indicating the full range
of the Likert scale was utilized.

Conclusion:

The results indicate that Electronic Word of Mouth generally received higher ratings compared to
Social Media, suggesting it might have a more significant impact or be more favorably perceived in
the context of the study. The variability in responses for both constructs highlights differing levels of
agreement or disagreement among participants.

14. References
Akbar, S. I., &Özgül, E. (2018). Impact of Social Media Usage Activities on Brand Awareness of
Young
Al-Zyoud, M. F. (2018). Social media marketing, functional branding strategy and intentional
branding. Problems and Perspectives in Management, 16(3), 102116.

Amedie, J. (2015). The impact of social media on society.

Anastasiei, B., &Dospinescu, N. (2019). Electronic word-of-mouth for online retailers: Predictors of
volume and valence. Sustainability, 11(3), 814.

Baruah, T. D. (2012). Effectiveness of Social Media as a tool of communication and its potential for
technology enabled connections: A micro-level study. International Journal of Scientific and Research
Publications, 2(5), 1-

10.

Baumers, M., Dickens, P., Tuck, C., & Hague, R. (2016). The cost of additive manufacturing: machine
productivity, economies of scale and technologypush. Technological forecasting and social change,
102, 193-201.

Berthon, P., Pitt, L., & Campbell, C. (2008). Ad lib: When customers create the ad. California
management review, 50(4),.

Bolotaeva, V., &Cata, T. (2010). Marketing opportunities with social networks. Journal of Internet
Social Networking and Virtual Communities, 2010, 1-8.

Chiosa, A. R. (2014). Word of mouth on social media. SEA–Practical application of science, 2(06),
37-42.

Chovanová, H. H., Korshunov, A. I., &Babčanová, D. (2015). Impact of Brand on Consumer

Behavior. Procedia Economics and Finance, 34, 615-621.

Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (electronic word-of-mouth)
messages. CyberPsychology& Behavior, 12(2), 193-197.

ElAydi, H. O. (2018). The Effect of Social Media Marketing on Brand Awareness through Facebook:
An Individual-Based Perspective of Mobile Services Sector in Egypt. Open Access Library Journal,
5(10), 1.

Erkan, I. (2016). The influence of electronic word of mouth in social media on consumers’ purchase
intentions (Doctoral dissertation, Brunel University London).

Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of
Market Research, 56(3), 387-404.

Harris, L., & Rae, A. (2009). Social networks: the future of marketing for small business. Journal of
business strategy, 30(5), 24-31.

Hennig-Thurau, T., Hofacker, C. F., &Bloching, B. (2013). Marketing the pinball way:

understanding how social media change the generation of value for consumers and companies. Journal
of Interactive Marketing, 27(4), 237-241.
Homburg, C., Klarmann, M., & Winkelmann, S. (2015). Understanding Downsizing from the
Customers’ Perspective: The Role of Customer Uncertainty and Downsizing Communication. In
Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference (pp. 187-187).
Springer, Cham.

Huang, R., &Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and
the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer, New York,
NY.

Hutter, K., Hautz, J., Dennhardt, S., &Füller, J. (2013). The impact of user interactions in social media
on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product &
Brand Management, 22(5/6), 342-351.

Jalilvand, M. R., Esfahani, S. S., &Samiei, N. (2011). Electronic word-of-mouth:

Challenges and opportunities. Procedia Computer Science, 3, 42-46.

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment.

Journal of marketing communications, 15(2-3), 139-155.

Khan, Mohammad Furqan and Dr. Anisa Jan, “Social Media and Social Media Marketing: A
Literature Review,” IOSR Journal of Business and Management (2015): 12-15.

Khurram, M., Qadeer, F., &Sheeraz, M. (2018). The Role of Brand Recall, Brand Recognition and
Price Consciousness in Understanding Actual Purchase.

Kyriakopoulou, E., &Kitsios, F. The influence of social media on consumers’ behavior.

Latif, W. B., Islam, M. A., & Noor, I. M. (2014). Building Brand Awareness in the Modern Marketing
Environment: A Conceptual Model. International Journal of Business and Technopreneurship, 4(1),
69-82.

Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for
a common, repeat purchase product: A replication. Journal of business research, 48(1), 5-15.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix.
Business horizons, 52(4), 357-365.

Maria, K. D., Kindangen, P., &Rumokoy, F. S. (2016). The Effect Of Electronic Word

Of Mouth On Consumer Buying Decision In Lazada. Jurnal EMBA:

JurnalRisetEkonomi, Manajemen, Bisnis dan Akuntansi, 4(1).

Melati, K., &Febianty, F. (2016). The Effect Of Social Media On The Brand Awareness At Hotels In
Kuta Area. Journal of Business on Hospitality and Tourism, 2(1), 458-466.

Mohajan, H. K. (2018). Qualitative research methodology in social sciences and related subjects.
Journal of Economic Development, Environment and People, 7(1), 23-48.
Norman, T. J. (2012). The effect of electronic word of mouth on customer purchase intentions
(Doctoral dissertation, University of Otago).

Naz, F. (2013). Word of mouth and its impact on marketing.

Odhiambo, M., &Adhiambo, C. (2012). Social Media as a Tool of Marketing and

Creating Brand awareness: Case study research.

Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral
intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162.

Orodho, A. J., & Kombo, D. K. (2002). Research methods. Nairobi: Kenyatta

University, Institute of Open Learning.

Palmer, A., & Koenig-Lewis, N. (2009). An experiential, social network-based approach to direct
marketing. Direct Marketing: An International Journal, 3(3), 162-176.

Petahiang, I. L. (2015). The ınfluence of brand awareness and perceıvedrısk toward consumer
purchase ıntentıon on onlıne store (case study of the customer at febunsratmanado).
JurnalBerkalaIlmiahEfisiensi, 15(4).

Rubio, N., Villasenor, N., &Oubina, J. (2013). Business Research Quarterly.

Saunders, M. N., & Lewis, P. (2012). Doing research in business & management:

An essential guide to planning your project. Pearson.

Schivinski, B., Łukasik, P., &Dabrowski, D. (2015). User-generated images and its impact on
consumer-based brand equity and on purchase intention. Logistyka, (2), 1054-1061.

Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’
purchase intention. Journal of Marketing and Consumer Research, 33, 34-38.

Swani, K., Milne, G., & P. Brown, B. (2013). Spreading the word through likes on Facebook:
Evaluating the message strategy effectiveness of Fortune 500 companies. Journal of Research in
Interactive Marketing, 7(4), 269-294.

Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on
consumer purchase intention: Mediating role of brand image. Pakistan Administrative Review, 1(1),
84-102.

Tritama, H. B., &Tarigan, R. E. (2016). The effect of social media to the brand awareness of a product
of a company. CommIT (Communication and Information Technology) Journal, 10(1), 9-14.

Tsimonis, G., &Dimitriadis, S. (2014). Brand strategies in social media. Marketing

Intelligence & Planning, 32(3), 328-344.

Vilpponen, A., Winter, S., & Sundqvist, S. (2006). Electronic word-of-mouth in online environments:
Exploring referral networks structure and adoption behavior. Journal of Interactive Advertising, 6(2),
8-77.

Voramontri, D., &Klieb, L. (2018). Impact of social media on consumer behaviour. International
Journal of Information and Decision Sciences, 462, 1-24.

Zerenler, M., Isiklar, Z. E., &Cagliyan, V. (2017). The empırıcalevıdence of customers'loyalty for
smart phone applıcatıons use on tourısm sector ın turkey. Economic and Social Development: Book of
Proceedings, 656-662