Exploring the relationship between digital marketing and brand equity

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dc.contributor.authorKalima, Killiana C
dc.date.accessioned2023-11-30T08:40:55Z
dc.date.available2023-11-30T08:40:55Z
dc.date.issued2022
dc.descriptionA research report submitted in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2022
dc.description.abstractIn the study, digital marketing was examined in relation to brand equity. The focus was on specific social media platforms that can be used as platforms for online digital marketing. Brand awareness and brand image, two constructs of brand equity, were examined in the study. In the quantitative research approach, convenience sampling was employed. An online survey was conducted among students at the University of the Witwatersrand. 263 samples were assessed and analysed using SPSS software. As a result of the study, the link between digital marketing and brand equity was confirmed. Facebook, Twitter, Instagram, and YouTube have positive correlations with brand equity, as measured by social media brand awareness, which improves brand image. In order to increase brand visibility, organizations should consider using social networking sites to execute digital marketing campaigns for brand awareness. Other geographical regions can be used to duplicate the study.
dc.description.librarianTL (2023)
dc.facultyFaculty of Commerce, Law and Management
dc.identifier.urihttps://hdl.handle.net/10539/37229
dc.language.isoen
dc.rights.holderUniversity of the Witswatersrand, Johannesburg
dc.schoolWits Business School
dc.subjectDigital marketing
dc.subjectBrand equity
dc.subjectSocial media
dc.subjectUCTD
dc.subject.otherSDG-8: Decent work and economic growth
dc.titleExploring the relationship between digital marketing and brand equity
dc.typeDissertation
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