Open AccessThe impact of social media activities on raising brand awareness during the COVID-19 pandemic
Author(s) -
Visar Rrustemi,
Granit Baca
Publication year - 2021
Publication title -
management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.196
H-Index - 15
eISSN - 1846-3363
pISSN - 1331-0194
DOI - 10.30924/mjcmi.26.2.17
Subject(s) - influencer marketing , social media , confirmatory factor analysis , entertainment , advertising , sample (material) , brand awareness , affect (linguistics) , business , psychology , marketing , political science , chemistry , communication , chromatography , relationship marketing , law , marketing management , service (business)
The aim of this research is to identify social media activities that affect the increase of brand awareness in the fashion industry in Kosovo. The research considers five different social media activities (advertising, influencers, sharing, entertainment, and interaction), and to the best knowledge of the authors, this is the first experiment to consider these factors all together, as well as the first one addressing brand awareness in Kosovo. Quantitative methods were used on a sample of 224 respondents, including confirmatory factor analysis and regression analysis. The analysis was conducted by using the AMOS statistical software. The findings indicate that activities, such as interaction and advertising, have a significant impact on brand awareness, unlike entertainment, sharing, and influencers’ behaviour. The findings provide marketers with recommendations regarding social media activities and the challenges that must be considered before they are implemented.