Effectiveness of using Facebook on increasing the brand awareness;

3. Background of the study
Social media marketing is about the commercial practice of
building ways for fans of a brand or a company to promote
themselves in multiple social media platforms.
Comparing with other social media sites Facebook is the most
popular social media network in Sri Lanka and also it has
become most powerful media nowadays.
Facebook provides instant access to the billions of different
people in different cultures around the world. Facebook is a
great platform to build up brand awareness

4. Research Problem
The research objectives are concerned with determining
contributing factors that drew Facebook users towards
brand awareness. The research question is
How effective it is to use Face Book for increase the brand
awareness of the fashion industry?

5. Research Objectives
1. To determine how Facebook could be used to enhance the
brand awareness of the fashion industry.
2. To identify the strategies used in Facebook to increase the
brand awareness
3. To measure the effectiveness of using Facebook over
traditional advertising media in creating brand awareness.
4. To identify the benefits and pitfalls of using Facebook to
create brand awareness

6. Significance of the study
This study will basically benefit the Facebook users, Fashion
brands as well as all other interested parties on brand
awareness with various reasons,
Firms will be able to design and implement their Facebook
promotion strategies in order to increase brand awareness of
their followers.
Web developing companies may able to innovate new
concepts as accordingly with the knowledge of brand
awareness of the consumers.

7. Literature
1. Social media marketing is the marketing strategies that smart businesses are
employing in order to be a part of a network of people online. Business-to-
consumer (B2C) marketers were quick to realize the value of Facebook as a
branding opportunity. (Williams, 2009)
2. In comparison between social media, and traditional media, the former
provides an interactive communication among customers and brands by allowing
them to talk and share information via the web (Carlsson, 2010).
3. Brand awareness means the ability of a consumer can recognize and recall a
brand in different situations (Aaker, 1996).
4. Internet users spend more time on Facebook than on Google, Yahoo!,
YouTube, Microsoft, Wikipedia, and Amazon combined. (As at October, 2015),
(Source: http://news.yahoo.com/number-active-usersfacebook-over-
230449748.html, retrieved 05-10-2015).

8. Conceptual Framework
Effectivenes
s of using
Facebook
E-WOM
Brand
Exposure
Customer
Engagement
Brand
Awareness
Independent Variable Dependent Variable

9. Variable Current researcher definitions
E-WOM
Any statement made by customers about a
product or company, which is made available
to a multitude of people and institutions via
the Internet.
Brand Exposure
The process of a brand to disclose itself by
using some strategies after finding the target
audience in order to build a brand.
Customer
Engagement
Depth of the relationship a customer has with
a brand.
Brand Awareness
The level of consumer consciousness of a
company.

10. Hypothesis
H1: Electronic Word of Mouth is positively
correlated with Brand awareness of fashion industry
H2: Brand Exposure is positively correlated with
brand awareness of fashion industry
H3: Customer Engagement is positively correlated
with brand awareness of fashion industry

11. Methodology
Documentary secondary data is the data collected through
different types of research conducted within the topic,
articles, and books that are written on Brand awareness and
the use of Facebook as a marketing tool.
Primary data for this research was collected through
questionnaires.
Questionnaire was created using “Google forms” and data
collected through a Facebook account from 100 active
Facebook users who is having an interest towards fashion.

12. Limitations
Unavailability of adequate secondary data in Sri Lankan
context.
Using online questionnaires may limit the depth of the
information given by the respondent.
The study has been conducted based on the data acquired
from the Facebook users of Sri Lanka only and the findings
may not be applicable to other countries of the world
because of socio- cultural differences.
Time limitation

13. Reliability Test
Dimension Cronbach's Alpha
Standard 0.7<
No of
items
E-WOM 0.990 6
Brand Exposure 0.986 6
Customer Engagement
0.981
6
Brand Awareness
0.982
6

14. Hypothesis Table
Relationship Status Justification
H1 Electronic Word of Mouth is
positively correlated with Brand
awareness of fashion industry
Accepted R=0.966, P is 0.00
H2 Brand Exposure is positively
correlated with brand awareness
of fashion industry
Accepted R=0.986, P is 0.00
H3 Customer Engagement is
positively correlated with brand
awareness of fashion industry
Accepted R=0.988, P is 0.00

15. Regression Analysis
Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .991a
.982 .981 .12502
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 80.260 3 26.753 1711.798 .000b
Residual 1.500 96 .016
Total 81.761 99
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
95.0% Confidence
Interval for B
B Std. Error Beta Lower
Bound
Upper
Bound
1
(Constant) .182 .057 3.219 .002 .070 .295
EWOM -.174 .063 -.218 -2.787 .006 -.298 -.050
Brand_Exposure .468 .096 .535 4.880 .000 .278 .658
Customer_Engagement .629 .089 .672 7.074 .000 .452 .805

16. Findings
• Most people use mobile phones to access facebook
• Majority check more than 13 times their profiles and
visit more than 8 pages daily
• They used to spend 30 to 90 minutes in Facebook
daily
• Than other traditional media such as television,
magazines, newspapers, leaflets they prefer to get to
know new fashion throw facebook

17. Recommendations
 Should give interesting things to attract Facebook users to the
pages.
 Sharing the pictures, news stories and links about the fashion
product/brand is a fantastic way to essentially reach customers.
 Use celebrity endorsement
 To get people talking about a fashion company, it could create a
contest or reward system that customers can win by spreading
the word about the fashion product/brand as well as give
positive reviews to the page will be effective.

18. Thank You all for
lending us your kind
ears!