The Impact of Digital Marketing methods on Brand Awareness Applied on “Your Emma"

Abstract

Purpose: The purpose of this research is to understand the impact of digital marketing methods on brand awareness applied on an Egyptian online brand, which is called Your Emma. • Methodology: In this research, the researchers used secondary data in form of already published sources as internet articles, previous research articles, journals, and books as the main base for the literature review. Moreover, the researchers have conducted an in-depth interview as a primary data collection method with 1 expert and 16 consumers that virtual communities have a different effect on their intentions to purchase. Furthermore, the researchers used both qualitative and quantitative methods. In the qualitative method, they used primary exploratory research as in-depth interviews. The researchers used the quantitative method as a descriptive method by online questionnaires. The researchers have collected 212 online questionnaires, and the results of the study were conducted by using IBM SPSS. • Findings: In this research, the researchers found that the four hypotheses which are: there is a relationship between social media marketing and brand awareness, there is a relationship between search engine optimization and brand awareness, there is a relationship between online public relations and brand awareness, and there is a relationship between online sales promotions and brand awareness have a significant positive relationship with brand awareness. • Implications: Understanding the impact of the digital marketing methods on brand awareness is very important nowadays for managers, marketers and entrepreneurs to know what the most effective methods to use are and how to measure brand awareness. Also, to know what are the tools that customers engage with more often as well as how to attract customers by using the correct methods of digital marketing in the digital marketing campaigns.