The growing usage of social media is changing the businesses’ method re-sponding to consumer’s needs and wants and increasing the chances for firms to market their products and services in a customized and personal way. Nev-ertheless, there are still needed answers concerning to what extent social media platforms as marketing tools are being employed by companies and their effect on brand awareness in mobile service providing industry in Egypt. The purpose of this study is to investigate the impact of social media marketing activities on Facebook on brand awareness keeping into consideration the moderating effect of demographics, namely; age and gender. The research showed that social media marketing firms use mainly about six dimensions as an instrument for their marketing activities: Online Communities, Interaction, Sharing of Content, Accessibility, and credibility. Also, this research is testing the demographics moderation role in the relationship between social media marketing activities on Facebook and consumer based brand awareness. Moreover, practical importance of this research is described in the fact that managers may use the results to improve their marketing activities related to social networks specially their Facebook fan pages to have better brand awareness of their brands. Besides, firms may start to integrate social media marketing into their marketing strategies, improving communication and interaction with their customers and increase their brand awareness circle. A sample of the study totaled 402 customers; the researcher tested the hypothesis using the correlation analysis, regression analysis using SPSS and structure equation model using AMOS. This research provides an evidence of the relationship between social media marketing activities on Facebook and brand awareness of mobile service providers in Egypt.
Cite this paper
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