THE IMPACT OF DIGITAL MARKETING ON BRAND AWARENESS: A

CASE OF AIR TANZANIA COMPANY

BORA OMARY NDANYUNGU

REG NO: PG201401956

A DESSERTATION SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS FOR THE DEGREE OF MASTERS OF BUSINESS

ADMINISTRATION OF THE OPEN UNIVERSITY OF TANZANIA

2019
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CERTIFICATION

I, Bora Omary Ndanyungu, the undersigned certify that, I have read and hereby

recommend for the acceptance by the Open University of Tanzania a research paper

entitled “The Impact of Digital Marketing on Brand Awareness a Case of Air

Tanzania Company”, as partial fulfilment of the requirements for the degree of

Masters of Business Administration of the Open University of Tanzania.

…………………………………………
Dr. Salum Mohamed
(Supervisor)

………………………………
Date
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COPYRIGHT

This research report should not be reproduced by any means, in full or in part, except

for short extract in fair dealing, for research or private study, critical scholarly

review or discourse with an acknowledge or written permission of the author and the

Open University of Tanzania.

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DECLARATION

I, Bora Omary Ndanyungu, do hereby declare that this research paper is the result of

my own work, and it has not been presented any where or will not be presented to

any other institution for any award.

…………………………….…………
Signature

…………………………………..
Date
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DEDICATION

This work is dedicated to my late father Mr. Omary Ndanyungu for all the efforts

and encouragement that he was doing when I was growing up as well as supporting

me by making sure I joined Master Degree.

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ACKNOWLEDGEMENT

First and foremost, I gives thanks to the Almighty God for the opportunity He gave

me to pursue the studies and finally accomplish them. Second, my thanks goes to my

parents my late father Mr. Omary Ndanyungu and my mother Siya Leonard Mkama.

Besides that, I would also like to acknowledge all lecturers who were teaching us in

class.

I extend my sincere gratitude to my supervisor Dr. Salum Mohamed who has been

assisting me very kindly and the research knowledge He has been impacted to me

during the entire journey of the study regardless of the difficult and challenges we

have been gone through.

Least but not last the i extend my gratitude to the colleagues in class for their

support, care and love as they have shown to me during the entire period of study,

may God bless you all and all the people who have been assisting in this work may

God bless them.

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ABSTRACT

The study identify the impacts of digital marketing on brand awareness with a case

study of Air Tanzania with the following specific objectives; the first one was to

identify digital platforms used for digital marketing at Air Tanzania, second

objectives was to determine the digital marketing strategies used for brand awareness

at Air Tanzania Company, third one was to determine people’s perception on the

company’s digital marketing activities and the last one was to determine how does

digital marketing enhance company’s brand image. The study cover methodology of

the study; case study was at ATCL with 55 respondents, the data for this study was

collected using the questionnaire and documentation review and both primary and

secondary data was collected. SPSS and excel was used to group, compute and

present data for analyses. the study found that digital platforms are more effective

and they have huge impact in creating brand awareness due to the fact that most of

Air Tanzania customers use internet to get information about the airline as well as

they engage and interact in digital platforms of Air Tanzania for their different

enquiries, therefore from the study I found digital marketing using digital platforms

can increase customer engagement, increase communication and bring brand

recognition and also, they are more effective compared to traditional media.

Conclusively, the study provides the overview of the study and show the importance

of using digital platforms for digital marketing in general in new era marketing. The

study provide recommendation to various sectors to increase the use of digital

platforms so as to get more engagement with their customer and targeted audience.

Key words, digital platforms, social media and information and communication

technology
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TABLE OF CONTENTS

CERTIFICATION ................................................................................................. ii

DECLARATION .................................................................................................. iv

DEDICATION ....................................................................................................... v

ACKNOWLEDGEMENT .................................................................................... vi

ABSTRACT ......................................................................................................... vii

TABLE OF CONTENTS .................................................................................... viii

LIST TABLES ..................................................................................................... xii

LIST OF FIGURES ............................................................................................ xiii

LIST OF ABBREVIATIONS ............................................................................. xiv

CHAPTER ONE .................................................................................................... 1

INTRODUCTION ................................................................................................. 1

1.1 Background Information .............................................................................. 1

1.2 Statement of the Research Problem .............................................................. 3

1.3 Objectives of the Study ................................................................................ 5

1.3.1 General Objective ........................................................................................ 5

1.3.2 Specific Objectives....................................................................................... 5

1.4 SpecificResearch Questions.......................................................................... 6

1. 5 Significance of the Study.............................................................................. 6

1.6 Scope of the Study ....................................................................................... 7

1.7 Organisation of the Research ........................................................................ 7

CHAPTER TWO ................................................................................................... 9

LITERATURE REVIEW ...................................................................................... 9

2.1 Introduction.................................................................................................. 9
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2.2 Definitions of the Key Terms ....................................................................... 9

2.3 Theoretical Literature Review .................................................................... 11

2.3.1 Social Media Marketing ............................................................................. 11

2.3.2 Dimensions of Social Media Marketing ...................................................... 12

2.3.3 Brand ......................................................................................................... 13

2.3.4 Traditional Advertising Channels ............................................................... 20

2.3.5 Digital Platforms Channel .......................................................................... 21

2.3.6 Self-regulation ........................................................................................... 27

2.3.7 Theories of the Study ................................................................................. 27

2.4 Empirical Literature Review....................................................................... 33

2.4.1 Empirical literature Review World Wide .................................................... 33

2.4.2 Empirical literature Review in Africa ......................................................... 40

2.4.3 Empirical Literature Review in Tanzania.................................................... 42

2.5 Research Gap ............................................................................................. 43

2.6 Conceptual Framework .............................................................................. 44

2.7 Theoretical Framework .............................................................................. 45

CHAPTER THREE ............................................................................................. 46

RESEARCH METHODOLOGY ........................................................................ 46

3.1 Introduction................................................................................................ 46

3.2 Research Design......................................................................................... 46

3.3 Study Area ................................................................................................. 46

3.4 Study Population ........................................................................................ 47

3.5 Sample Size and Sampling Design ............................................................. 47

3.5.1 Sample Size ............................................................................................... 47

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3.5.2 Sampling Design ........................................................................................ 48

3.7 Data Collection Methods and Approach ..................................................... 49

3.7.1 Documentation Review .............................................................................. 49

3.7.2 Questionnaires ........................................................................................... 49

3.8 Type of Data .............................................................................................. 50

3.8.1 Primary Data .............................................................................................. 50

3.8.2 Secondary Data .......................................................................................... 50

3.9 Research Quality ........................................................................................ 50

3.9.1 Validity ...................................................................................................... 50

3.9.2 Reliability .................................................................................................. 51

3.10 Data Analysis, Measurement and Presentation............................................ 51

CHAPTER FOUR ............................................................................................... 53

PRESENTATION OF RESEARCH FINDINGS, ANALYSIS AND

DISCUSSIONS .................................................................................................... 53

4.1 Introduction................................................................................................ 53

4.2 Respondents General Information .............................................................. 53

4.2.1 Age ......................................................................................................... 53

4.2.2 Gender ....................................................................................................... 54

4.2.3 Education ................................................................................................... 55

4.3 Data Analysis and Discussion of the Findings ............................................ 56

4.3.1 Digital Platforms Used for Digital Marketing at the Air Tanzania .............. 56

4.3.2 Digital Marketing Strategies for Brand Awareness at ATCL ...................... 57

4.3.3 People Perception on The Company’s Digital Marketing Activities ............ 59

4.3.4 Digital Marketing and Company’s Brand Image ......................................... 60

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4.4 Respondent from Customers....................................................................... 61

4.4.1 Frequency on Using Internet ...................................................................... 61

4.4.2 Checking an Advertisement on the Internet ................................................ 62

4.4.3 How do you know ATC ............................................................................. 63

4.4.4 Ticketing Booking ...................................................................................... 63

4.4.5 People Perception on The Company’s Digital Marketing Activities ............ 64

4.4.6 Effectiveness of Digital Platforms over Other Local Media Channel .......... 65

CHAPTER FIVE ................................................................................................. 66

SUMMARYOF FINDINGS, CONCLUSIONS AND

RECOMMENDATIONS ..................................................................................... 66

5.1 Introduction................................................................................................ 66

5.2 Summary of the main Study ....................................................................... 66

5.4 Conclusion ................................................................................................. 68

5.5 Recommendations ...................................................................................... 70

5.5.1 To the Government .................................................................................... 70

5.5.2 To the Policy Maker ................................................................................... 70

5.5.3 To Tanzania and Companies ...................................................................... 71

5.6 Limitations of the Study ............................................................................. 71

5.7 Further Study ............................................................................................. 72

REFERENCE ...................................................................................................... 73

APPENDICES...................................................................................................... 81
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LIST TABLES

Table 3.1: Sample Size Distribution ....................................................................... 48

Table 4.1: Gender .................................................................................................. 54

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LIST OF FIGURES

Figure 2.1: Brand Awareness Process .................................................................... 14

Figure 2.2: A Network Representative of Sarnoff’s Law ........................................ 28

Figure 2.3: Metcalfe’s Law .................................................................................... 29

Figure 2.4: Showing the Connectivity within Networks ......................................... 30

Figure 2.5: Technology Acceptance Model ............................................................ 32

Figure 4.1: Age ...................................................................................................... 54

Figure 4.2: Education of the Respondents .............................................................. 55

Figure 4.3: Stakeholder Ranking of Social Media Sites .......................................... 57

Figure 4.4 Digital Marketing Strategies for Brand Awareness at ATCL ................. 58

Figure 4.5: People Perception on the Company’s Digital Marketing Activities ....... 60

Figure 4.6: Digital Marketing and Company’s Brand Image .................................. 61

Figure 4.7: Frequency on Using Internet ................................................................ 62

Figure 4.8: Checking an Advertisement on the Internet .......................................... 62

Figure 4.9: How Do You Know ATCL .................................................................. 63

Figure 4.10: Ticketing Booking ............................................................................. 64

Figure 4.11: People Perception on The Company’s Digital Marketing

Activities .............................................................................................. 65

Figure 4.12: Effectiveness of Digital Platforms Over Other Local Media

Channel ................................................................................................ 65
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LIST OF ABBREVIATIONS

ATCL Air Tanzania Company Limited

ICT Information and Communication Technology

SPSS Statistical Package for the Social Sciences

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CHAPTER ONE

INTRODUCTION

1.1 Background Information

The business management is constantly renewed to create new concepts and

strategies. It is in this context that marketing has emerged as one of the largest areas

of the management of dynamism. Its importance within the company has grown

significantly due to the new orientation of business to be focused on the producer

now directed towards the customer. That is the great revolution of the last half

century ending. Besides this, the technology has advanced to high level than ever.

All possibilities of knowledge have been given new form by new advanced

technology. One of those aspects is marketing as a tool of management and it has

been given new form and strength (Mueller et al. 2011).

The advent and development of the Internet, and new form of communications and

interaction such as e-mail and social media sites such as Facebook, WhatsApp, blogs

and twitter, took the marketing strategies to advanced level from traditional

marketing to technology marketing. Social media have provided new opportunities

to consumers to engage in social interaction on the internet. Consumers use social

media, such as Facebook, to generate content and to network with other users. The

general availability of the internet has given individuals the opportunity to use social

media, from email to Twitter and Facebook, and to interact without the need for

physical meetings and all these has been facilitated by Web 2.0 applications.

All function of the digital marketing such as social media has brought the new form

of managing the products of the company. The product develops brands which stand
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and represent the product and company image, the whole management of the brand

is now being a major function of the use digital marketing in the company. Through

Web 2.0 which is a new advancement that has transferred the internet to a social

environment by introducing social media, where individuals can interact and

generate content online (Lai & Turban 2008). The marketers they have used that

advantage to integrate the company brand to the user and general community, the

emerged of that innovation gave users easier interconnectivity and participation on

the web (Mueller et al. 2011).

Digital marketing through Social media it also have different impact in brand

awareness including, enhancement of the brand popularity (de Vries et at all, 2012),

facilitating word-of-mouth communication (Chen et al. 2011b), increasing sales

(Agnihotriet al.2012), sharing information in a business context of the brand (Lu &

Hsiao 2010) and generating social support for consumers (Ali 2011; Ballantine

&Stephenson 2011). In addition, the networking of individuals through social media

provides shared values, leading to a positive impact on trust (Wu et al. 2010).

Digital marketing is still identified as a relatively novel concept and referred to a set

of online tools which support the brand awareness of the company mostly through

social interaction. The new tool has brought the huge impact compared to traditional

marketing strategies which use most traditional media such as television and

newspaper of which its content is made and published by professional and it’s had

little or no social interaction. Through digital marketing tools users can

collaboratively create, search, share and evaluate the large amount of information
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available online, as well as connect to, inform, inspire and track other participants

(Hans et al., 2011).

In Tanzania like any other part of the world, the number of internet and social media

user in recent years has grown dramatically and according to TCRA report of

September 2019, 43% of Tanzanians are using and are active on internet.; this has

led different firm to change it marketing strategies for brand management from

traditional marketing by depending on radio and newspaper to internet and social

media sites also from one way communication (monologue) to two-way

communication (dialogue) Safko, L (2010).

However, apart from other impact of using digital marketing such as social media

sites for brand awareness and increasing brand popularity also it has reduced

marketing budget to firm as its brand accessed by large population within a short

period. Most of the people use digital platforms to interact with friends, getting news

or even engage with different people, some are even looking for business connection

and due to those advantages, that resulted from using digital platforms and regarding

to the fact that it’s a new technology need more research to investigate its

performance in brand management, that’s why this study intended to identify the

impacts of digital marketing on brand awareness.

1.2 Statement of the Research Problem

Branding has emerged as a top management priority in the last decade due to the

growing realization that brands are one of the most valuable intangible assets that

firms have. Its impact is not well realized by some of the companies especially SME
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(Malciute, 2012), since there is a new marketing technology which use digital tools

such as social media which can help the company to create brand awareness and it

also increase brand visibility. However, brands serve several valuable functions. At

their most basic level, brands serve as markers for the offerings of a firm. For

customers, brands can simplify choice, promise a particular quality level, reduce

risk, and/or engender trust. Brands are built on the product itself, the accompanying

marketing activity, and the use (or non-use) by customers as well as others. And

another fact is since now most of the people spend most of their time on Mobile

phones and internet to get all information they need to get ,they don’t have time to

get information or current affairs on traditional media.

Brands thus reflect the complete experience that customers have with products.

Brands also play an important role in determining the effectiveness of marketing

efforts such as advertising and channel placement. Finally, brands are an asset in the

financial sense. Thus, brands manifest their impact at three primary levels customer-

market, product-market, and financial-market. The value accrued by these various

benefits is often called brand equity which can be attained by brand awareness.

Most of the small and medium companies tend to underestimate the necessity of the

planned marketing strategy for brand awareness due to its expenses and lack of

knowledge on digital marketing technology (eMarketer, 2014). Deficit in resources

affects the investment in marketing especially on building the brand, forcing either to

ignore the importance of brand awareness of the company or to search for the

alternative marketing strategies.

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The presence of internet and social media nowadays is now a solution for easy brand

awareness as alternative for traditional advertising and marketing tools Highley,

(2010). In comparison with the use of digital platforms for advertising such as

Facebook and WhatsApp, which provide word-of-mouth as a better message,

receiver involvement in conversation which influences information search about the

product, its evaluation and purchase. Digital marketing by using social media sites

have a power to create word-of-mouth effect (Brown, et al., 2007). Therefore,

despite of the challenges and understanding of new technology of the digital

marketing still can be exploited in marketing practice of both big firms and SME for

brand awareness. It has positive impact and its can be applied for low budget market

on brand awareness. So, due to the above observation this study was based on

providing the fact on the impact of digital marketing as the new market technology

for brand awareness.

1.3 Objectives of the Study

1.3.1 General Objective

Generally, the study evaluates the impacts of digital marketing on brand awareness

with a case study of Air Tanzania.

1.3.2 Specific Objectives

The following were specific objectives

i. To identify digital platforms used for digital marketing at the Air Tanzania

ii. To determine the digital marketing strategies used for brand awareness at Air

Tanzania Company Limited.

iii. To determine people perception on the company’s digital marketing activities

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iv. To determine how does digital marketing enhancing company’s brand image

1.4SpecificResearch Questions

i. What are the digital platforms used for digital marketing at the Air Tanzania?

ii. What are the digital marketing strategies used for brand awareness at the Air

Tanzania?

iii. What is the perception of people on the company’s digital marketing

activities?

iv. How does digital marketing enhance company’s brand image?

1. 5 Significance of the Study

Policy Development: This study will help to be used as basis for the government

and other stakeholders of marketing and social media to plan and introduce new

maters in developing and amendment of media policy so that social media and other

digital platforms can incorporated in the policy as one of the new communication

tools and put a framework so that can be used effectively and in good manner in all

sectors.

Academic and Research Reference: Through this finding and analysis, will

provide new knowledge and insights regarding the use of digital marketing for brand

awareness due to the fact that, development of science and technology has change all

aspects of life and the business management have been taken its part in that new

technology, also will enrich research centre of the Tanzania Open University and

Tanzania in general.
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Personal advantage: The rational for this study was motivated by a personal interest

in the social media and also the desire to investigate the impact and of the digital

marketing on brand awareness. Also, as a marketer, the study will expand my

knowledge and the concept of digital marketing by the use of digital platforms in

brand awareness. The knowledge gained will increase my capacity in doing

marketing at its best. Also, the study will contribute to my study as one of the

academic requirements so as to be awarded Master’s degree.

Practical value: It will be worthwhile to conduct this study simply because; the

result will be used by different companies especially those with low budget of

marketing to understand on how they can use digital platforms to increase their

company or product brand awareness. It also will help companies and other

stakeholders to understand challenges and solutions for the applications of the digital

marketing in marketing.

1.6 Scope of the Study

This study focuses on evaluation of the impacts of digital marketing on brand

awareness. In addressing this research problem, the study has the following specific

objectives first is to identify digital platforms used for digital marketing, to

determine the digital marketing strategies used for brand awareness to determine

people perception on the company’s digital marketing activities and lastly the study

will determine on how digital marketing enhancing company’s brand image.

1.7 Organisation of the Research

Chapter one gives out the introduction of the research, objectives, research question,
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significance and scope of the study. Chapters two discuss both theoretical and

empirical literature onthe impact of digital marketing on brand awareness. Chapter

three covers extensively the methodology of the study, Chapter four covered data

presentation and analysis while chapter five cover summary of the study conclusion

and recommendation.
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CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction

In this chapter the researcher review literatures starting with defining the key terms

of the study, and then the empirical part was presented, which focus on the

objectives of the empirical findings of the similar researches conducted in the past.

Theoretical literature review also has presented in this chapter and lastly is the

conceptual framework and hypothesis.

2.2 Definitions of the Key Terms

2.2.1 Marketing

There are many marketing definitions. The better definitions are focused upon

market orientation and the satisfaction of customer needs. Marketing is the social

process by which individuals and organizations obtain what they need and want

through creating and exchanging value with others (Kotler and Armstrong (2010).

The definition is based upon a basic marketing exchange process, and recognises the

importance of value to the customer.

2.2.2 Digital Platform

A digital platform refers to the software or hardware of a site any web-based

platform for presenting content (things like Facebook, Twitter, Blogs, Websites, and

sometimes SMS. This is in contrast to an analogy platform (like billboards, direct

mail, telemarketing, events, word-of-mouth etc). For example, to market a book,

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market campaign can be created by using digital platforms such as Word Press (for a

blog), Facebook (to make a Facebook Page and presence), Twitter (for twitter

handle), and sites like Good Reads what is important is to make sure all of the digital

platforms are consistently branded (Lu et al. 2010).

2.2.3 Digital Markets

One of the most interesting applications of the possibilities of Internet in ecommerce

constitutes digital markets. This is the points at which supply and demand of a

certain product are to establish a relationship and/or transaction. These sites offered

tools to find potential business partners, whether manufacturers seeking distributors,

manufacturers seeking providers, or others. They are a meeting point and often

negotiated between suppliers, manufacturers, distributors, wholesalers, retailers, etc.,

usually within a well-defined area and it’s facilitated by internet (Loudon and Della

Bitta, 1993). Campaigns and branding are marketing strategies. Pretty much any

marketing campaign or branding these days includes digital platforms. But

campaigns and branding focus on the content, and how you use the platforms

(Kapferer, 1997).

2.2.4 Social Media

Social media refers to activities, practices, and behaviors among communities of

people who gather online to share information, knowledge, and opinions using

conversational media. Conversational media are Web-based applications that make it

possible to create and easily transmit content in the form of words, pictures, videos,

and audios (Safko& Brake. 2010). Also, social media can be defined as the set of
 11

connectivity-enabled applications that facilitate interaction and co-creation,

exchange and publication of information among firms and their networked

communities of customers (Larson & Watson, 2011).

2.3 Theoretical Literature Review

In this part of the study, researcher will enlighten the general concept of social media

marketing and its components or tools.

2.3.1 Social Media Marketing

Social media marketing is the marketing strategies that smart businesses are

employing in order to be a part of a network of people online (Deloitte, 2013).

Business-to-consumer (B2C) marketers were quick to realize the value of Facebook

as a branding opportunity. Entertainment companies, such as movie studios, book

publishers, and music Social media marketing consists of the attempt to use social

media to persuade consumers that one's company, products and/or services are

worthwhile. Social media marketing is marketing using online communities, social

networks, blog marketing and more (Akhtar, 2011). Social media marketing refers to

the process of gaining website traffic or attention through social media sites.

Social media marketing programs usually center on efforts to create content that

attracts attention and encourages readers to share it with their social networks. A

corporate message spreads from user to user and presumably resonates because it

appears to come from a trusted, third-party source, as opposed to the brand or

company itself. Hence, this form of marketing is driven by word-of-mouth, meaning

it results in earned media rather than paid media.

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Social media marketing has become a platform that is easily accessible to anyone

with internet access. Increased communication for organizations fosters brand

awareness and often, improved customer service. Additionally, social media

marketing serves as a relatively inexpensive platform for organizations to implement

marketing campaigns. Social networking websites allow individuals to interact with

one another and build relationships. Leveraging the power of content and social

media marketing can help elevate the audience and customer base in a dramatic way.

But getting started without any previous experience or insight could be challenging

(Smith, 2009).

2.3.2 Dimensions of Social Media Marketing

2.3.2.1 Online Communities

A company or business can use the social media to build a community around its

products/business. Vibrant communities create loyalty and encourage discussions,

which can contribute towards business development and improvement.

2.3.2.2 Interaction

A Facebook page or Twitter account can notify all its followers of specific subject

quickly and simultaneously (Berselli, Burger, & Close, 2012). Social networking

sites enable greater interaction with the online community through broadcasting up-

to-date, consumer relevant information (Fischer, &Reuber, 2011).

2.3.2.3 Sharing of Content

The sharing dimension is about the extent to which an individual ex-change,

distributes and receives content in a social media setting (Babac, 2011).

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2.3.2.4 Accessibility

The social media is easily accessible and takes minimal or no costs to use. Social

media is easy to use and does not require any special skills, knowledge to use

(Boeing, 2013).

2.3.2.5 Credibility

It is all about delivering your message clearly to the people, establishing credibility

for what you say or do, connecting emotionally with your target audience,

motivating the buyer and generating loyal customers. The social media provides a

very good platform for all businesses (big or small) to network and reach out to their

target audience, connect with them directly and generate trust by listening to what

they have to say Romaniuk and Sharp, (2004).

2.3.3 Brand

Brand is a very broad subject and can cover aspects from logo to advertising, PR,

mental image and crisis control. The actual word brand comes from the habit of

branding livestock by hot irons in order for one farm (or farmer) to recognize their

livestock from another. Nowadays almost everything has a brand; a company, a

country, city, politician, an artist and so on. Marketing and advertising a brand are a

form of sales (Sounio, 2010). The definition of brandhas changed throughout the

years, since the economic environment has changed too. While some years ago a

brand was perceived as the logo or trademark, nowadays the emphasis has grown to

cover immaterial aspects as well for example mental image (Novitsky, 2007). Brand

is not what you say it is, it’s what they say it is (Walker, 2014). The main goal of any

branding activities is to be able to create trust and loyalty which often leads to the
 14

possibility of charging a higher price for the product. Brand is built to create action

(Goward, 2015). Brands are supposed to provide the consumers with aspects of both

tangible and intangible, functional and hedonistic, visible and invisible under viable

economic conditions for their businesses (Kapferer, 1998).

Moreover, the American Marketing Association offers definition of a brand as, a

name, term, sign, symbol or any other feature that identifies one seller´s product or

service as distinct from those of other sellers. Though branding is about managing

the brands, nonetheless, according to Healey, branding is the process of continuous

struggle between producers and customers to define that promise and meaning.

(Healey 2008) Healey further states that branding as it is generally practiced today

involves five components; customer relationship, storytelling, positioning, design

and price. Today in the era of social media, branding is experiencing a new

popularity resulting from new innovative applications and as a result there have been

cases where branding has been less than successful. And therefore, marketers are

beginning to find new appropriate channels (Rooney 1995).

2.3.3.1 Brand Awareness

Brand awareness can be defined in many ways; in everyday life brand awareness

shows as the selection one makes in a grocery store as a consumer who picks a brand

of coffee familiar to themselves instead of a strange brand. Brand awareness means

the physical possibility of becoming aware of a brand, to knowing the brand and to

finally, preferring the brand in comparison with others.

Becoming Aware familiarizing F Preferring

Figure 2.1: Brand Awareness Process
Source: (Aaker 1996)
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Brand awareness is achieved by an ongoing process of active business, advertising,

service and another PR. Hence, the actual process of building brand awareness is

often referred as branding or building a brand (Sounio, 2010). The objective of these

actions is to make the brand known to as many people as possible, with a positive

image. Building a brand is unfortunately also connected to the amount of money one

has in building it.

However, in most cases the money one invests into their brand pays off; for example,

according to Forbes, Apple’s brand value itself is about $124 billion. The market

value of Apple as a company is $483 billion. (Forbes, 2014) When investing in a

brand and campaigning for its awareness, one needs to be consistent. Changing a

brand name, logo or the personality of the brand often leads to diminished brand

awareness and the loss of your initial investment in the brand building process

(Novitsky, 2007). The company can lose the investment towards a brand for many

different reasons. Not always the money invested towards a brand pays off; for

example, in situations, where the marketing efforts have been misguided or aimed

wrongly towards the wrong demographic. Also, the surrounding external

environment can lead to diminishing the investment; for example, the economic

situation, political atmosphere in a certain region or PR-scandals.

Keller and Davey (2001) describe building brand awareness as the way of ensuring

potential customers know the categories in which the brand competes. They see

brand awareness as the foundation of their equity model, as all other brand objectives

then build on it. Likewise, Rossiter and Percy (1991) claim that brand awareness is

the essential first step in building a brand. Yet while many authors support the
 16

association between brand awareness and buyer behaviour (e.g., Nedungadi, 1990;

Macdonald and Sharp, 2000) they have disagreed over the specific measures that

should be used.

2.3.3.2 Measures of Brand Awareness

There are three widely used measures of brand awareness: top of mind, spontaneous

and aided. Top of mind, or the first brand recalled in response to the product

category cue, was one of the first brand awareness measures to receive attention,

emerging as one of the best ‘predictors’ of choice in Axelrod’s (1968) longitudinal

study comparing different measures. Spontaneous awareness (i.e., unprompted recall

of the brand name) and aided awareness (i.e., recognition of the brand name when

prompted) are the other two commonly used measures.

Some researchers have argued that particular measures are more appropriate in

different situations. For example, Rossiter and Percy (1991) argued that when

options are present at the time of purchase (e.g., brands on a supermarket shelf) then

aided awareness is relevant, when they are not, spontaneous awareness should be

used. Likewise, (2011) distinguish between memory based, stimulus based and

mixed (both) situations where the ability to spontaneously recall or recognize

something have differing importance. Dickson and Sawyer (1990) suggested top of

mind awareness is more relevant when a choice between competing brands is made

quickly; they argued this measure should be applied to low involvement impulse

purchases such as most products.

However, despite these convincing theoretical distinctions between the different

brand awareness measures, Laurent, et al. (1995) reported empirical evidence that
 17

the three different brand awareness measures tap the same underlying construct,

which they refer to as ‘salience’. We infer ‘salience’ to mean the propensity of the

brand to come to mind in purchase situations (Romaniuk and Sharp, 2004). Salience

measures that vary in their capacity to elicit the brand name might yield different, yet

highly correlated results. This is what Laurent et al.’s (2013) analysis seemed to

show, i.e. that different brand awareness measures are systematically related, making

the debate about the appropriateness of specific measures redundant. If all three

awareness measures tap into the same underlying construct then building brand

awareness is not a choice of spontaneous versus aided recall, but requires an overall

improvement in the brand’s salience. All three measures will reflect increases in

salience; with the changes in actual scores for each measure simply dependent on the

relative difficulty of the measure used.

2.3.3.3 Online Branding

Grönroos (2005), the guru of service marketing, pointed out two elements that define

branding from a service perspective. In the first element, he pointed out the

characteristics of service as a perceived process in which a customer participates,

which is also in line with Healey’s (2008) arguments of components of branding

(Healey 2008: 6). And in the second element according to Grönroos, is the image

that corresponds to the intended brand (Grönroos 2005: 286). Considering the

intensity of competition for customers, and the desire to build sustainable brand

equity, customers therefore become the main focus for any marketing brand strategy.

Marketers should hence thrive to capture the attention of customer and create an

image in the mind of customer that would make them want to share the marketers
 18

brand with their friends. In most cases people are always eager to share something

that is fantastic and of value to them. Even though the main purpose why Facebook,

Twitter and other social media platforms were created was to link people together in

collective conversation, in contrast, marketers found these platforms appealing to

market their products/services despite the fact that their brands are not always

welcome in social media. In fact, some online users view them as being intrusive and

out of place Fournier& Avery (2011) Companies have found social media as a place

where they can gain rich, unmediated customer insights much faster than before.

This has given Social media an ability to boost brand awareness; encourage people

to try products/services which might eventually lead to more sales returns especially

when the campaign happens to go viral Chi, Hsu-Hsien. (2011).

Typically, a good brand is not about being chosen over a competitor in the market

segment, but rather, it should offer a solution to the prospects problem. Therefore,

online branding is not only about a new brand finding its way in the social media

arena, but in reality, it is a brand that is already well established which can be

replicated online. It is for this reason that a good branding strategy for both online

and offline branding should be in place to support all channels to create mutual

synergetic effect. Some companies have been able to have identical brands and

values that are expected from experience of their offline brands for example, Ford

motors online initiative.

Ford Company gave out 100 cars (Fiesta) to their online communities that included

bloggers, filmmakers and social networks who were documenting and sharing their

lives online. In this way Ford did not lead the discussions but rather the audience did.
 19

This is how Ford managed to be one of the top five companies to gain brand

potential in social media. Fournier & Avery 2011, cite four fundamental qualities

that companies suggest that great brands share;

i.) The Consumer Promise

The contents on the web site and social media sites should convey the same

message, and the brand promise should also be relevant and understood.

ii.) Build Trust by Delivering on That Promise

It is important to create a brand with a message that users will trust overtime.

Honesty is very important.

iii.) Continual Improvement

The biggest social media opportunity lies in gathering insights to drive continual

incremental improvements. These improvements can be realized through getting

response from the online community on the shortcomings of a company/brand.

iv.) Innovating Beyond the Familiar

Fresh insight from the social media by way of interacting with the online

community (Barwise& Meehan 2010). Bearing these four points in mind, any

company deciding to use social media as a way of marketing should therefore be

very keen on the kind of choices they make. Many social media networks have

emerged; a marketer should hence choose the right medium depending on the

intended target group. First and foremost, knowing the target group is vital as it

leads to picking the application that would be effective for online marketing. In

some cases, a marketer might decide to use various social media application

within the same group to reach wider audience. In such instances, ensuring that

all the activities align with each other is very crucial (Kaplan and Haenlein
 20

2009). For example; there are companies that use more than one application for

their online branding. As a matter of fact, using various applications can be very

demanding that is why proper media plan integration is necessary. Social media

networks are not flawless, however there are few challenges here and there that

can be controlled by marketers and immediate foreseen pitfalls sealed off.

2.3.4 Traditional Advertising Channels

Traditional advertising channels refer to those old advertising media that existed

before the advent of the internet. Over the years traditional advertising channels have

been used in promotions, marketers have used traditional forms of marketing such

as, sales promotion, media advertising, public relations and direct marketing to

encourage prospects to take action or persuade existing customers to continue buying

their products/ services.

This has been done with an aim of increasing sales through branding. However, Jaffe

(2005) has deemed these forms of traditional media to be non-viable because of their

inability to reach large mass audiences. In fact, according to Jaffe, these traditional

advertising channels are dead but not buried (Jaffe 2005). This because some of

these traditional channels are still effective and this argument is supported by

O‟Guinn, et al., (2009). O‟Guinn and his colleagues confirm that there are some

circumstances for which traditional advertising are more effective. It would have

been better if there was in-depth comparative study that is looking at each traditional

advertising channel into detail (Calder et al. 1998). However, the consensus is that

today with the development of social media phenomenon and the power of the

internet, the traditional advertising methods are not very effective unless they are
 21

supplemented with the power of online channel.

2.3.5 Digital Platforms Channel

Digital Marketing is facilitated by multiple channels, as an advertiser one's core

objective is to find channels which result in maximum two-way communication and

a better overall ROI for the brand. Today, hundreds of digital platforms can be found

on the Internet and more are created continually. Some of the platforms available in

the internet now are; Facebook, flikr, Twitter, Myspace, pinterest, LinkedIn,

google+, Live journal, slide share, orkut, meetup etc. for the case of this study

researcher has explain only few largest platforms that are most widely used as named

by Brenda, (2012). These are described below;

Facebook: Facebook is a corporation and online social networking service. Its

website was launched on February 4, 2004; the founders had initially limited the

website's membership to Harvard students, but later expanded it to colleges in the

Boston area, the Ivy League, and Stanford University. It gradually added support for

students at various other universities and later to high-school students. Since 2006,

anyone who is at least 13 years old was allowed to become a registered user of the

website, though the age requirement may be higher depending on applicable local

laws. Its name comes from the face book directories often given to American

university students.

After registering to use the site, users can create a user profile, add other users as

friends, exchange messages, post status updates and photos, share videos, use

various apps and receive notifications when others update their profiles.
 22

Additionally, users may join common-interest user groups, organized by workplace,

school or college, or other characteristics, and categorize their friends into lists such

as "People from Work" or "Close Friends". Also, users can complain or block

unpleasant people. Facebook had over 1.18 billion monthly active users as of August

2015 (Gunelius, 2016). Because of the large volume of data users submit to the

service, Facebook has come under scrutiny for their privacy policies. Facebook, Inc.

held its initial public offering in February 2012 and began selling stock to the public

three months later, reaching an original peak market capitalization of $104 billion.

YouTube: YouTube is a sharing website. The service was created by three former

PayPal employees in February 2005. In November 2006, it was bought by Google

for US$1.65 billion. YouTube now operates as one of Google's subsidiaries. The site

allows users to upload, view, rate, share and comment on videos, and it makes use of

WebM, H.264/MPEG-4 AVC, and Adobe Flash technology to display a wide variety

of user-generated and corporate media video. Available content includes video clips,

TV clips, music videos, movie trailers and other content such as video blogging,

short original videos, and educational videos.

Most of the content on YouTube has been uploaded by individuals, but media

corporations including CBS, the BBC, Vevo, Hulu, and other organizations offer

some of their material via YouTube, as part of the YouTube partnership program.

Unregistered users can watch videos, and registered users can upload videos to their

channels. Videos considered to contain potentially offensive content are available

only to registered users affirming themselves to be at least 18 years old (Barnes et

al., 2011).
 23

Instagram: Instagram is a popular photo-sharing app for smart phones. Compared

with other social networks, Instagram is relatively simple it's focused exclusively on

sharing photos with your friends. One reason for Instagram popularity is its

simplicity. Rather than focusing on a lot of different features, Instagram has only one

core feature, which makes it especially easy to share photos and see photos from

friends. Filters are another reason people like using Instagram. Whenever photo is

taken in Instagram, filter can be applied to give that photo a unique look. Filters can

help transform an ordinary photo into something worth sharing without much effort

(Esposito et al., 2010).

Twitter: Twitter is a free social networking micro blogging service that allows

registered members to broadcast short posts called tweets. Twitter members can

broadcast tweets and follow other users' tweets by using multiple platforms and

devices. Tweets and replies to tweets can be sent by cell phone text message, desktop

client or by posting at the Twitter.com website. The default settings for Twitter are

public. Unlike Facebook or LinkedIn, where members need to approve social

connections, anyone can follow anyone on public Twitter. To weave tweets into a

conversation thread or connect them to a general topic, members can add hash tags

to a keyword in their post. The hash tag, which acts like a meta tag, is expressed as

#keyword (Chris, et al 2008).

Tweets, which may include hyperlinks, are limited to 140 characters, due to the

constraints of Twitter's Short Message Service (SMS) delivery system. Because

tweets can be delivered to followers in real time, they might seem like instant

messages to the novice user. But unlike IMs that disappear when the user closes the
 24

application, tweets are also posted on the Twitter website. They are permanent, they

are searchable and they are public. Anyone can search tweets on Twitter, whether

they are a member or not. Here is an example of how to use Twitter (Deloitte.

(2013).

Let's say you are interested in learning more about cloud computing. First, you could

search Twitter to see if anyone is talking (tweeting) about cloud computing. A quick

search reveals that lots of Twitter members are talking about cloud computing

(Esposito et al., 2010). Now you could do one of several things. You could simply

keep tabs on cloud computing by returning and searching Twitter each day (not very

efficient -- but effective) or you could join Twitter and follow people who have

posted tweets that catch your interest. As a Twitter member, you can post your own

tweets or you can just remain a follower and lurk. Twitter uses an open-source Web

framework called Ruby on Rails (RoR). The API is open and available to application

developers (Barnes et al., 2011).

Blogs: Blog (a truncation of the expression weblog) is a discussion or informational

site published on the World Wide Web consisting of discrete entries ("posts")

typically displayed in reverse chronological order (the most recent post appears

first). Until 2009, blogs were usually the work of a single individual, occasionally of

a small group, and often covered a single subject. More recently, multi-author blogs

(MABs) have developed, with posts written by large numbers of authors and

professionally edited. MABs from newspapers, other media outlets, universities,

think tanks, advocacy groups, and similar institutions account for an increasing

quantity of blog traffic. The rise of Twitter and other micro blogging systems helps
 25

integrate MABs and single-author blogs into societal new streams. Blog can also be

used as a verb, meaning to maintain or add content to a blog (Chris, et al 2008).

The emergence and growth of blogs in the late 1990s coincided with the advent of

web publishing tools that facilitated the posting of content by non-technical users.

(Previously, knowledge of such technologies as HTML and FTP had been required

to publish content on the Web) Majorities are interactive; allowing visitors to leave

comments and even message each other via GUI widgets on the blogs, and it is this

interactivity that distinguishes them from other static websites. In that sense,

blogging can be seen as a form of social networking service. Indeed, bloggers do not

only produce content to post on their blogs, but also build social relations with their

readers and other bloggers. However, there are high-readership blogs which do not

allow comments, such as Daring Fireball (Chris, et al 2008).

Many blogs provide commentary on a particular subject; others function as more

personal online diaries; others function more as online brand advertising of a

particular individual or company. A typical blog combines text, images, and links to

other blogs, Web pages, and other media related to its topic. The ability of readers to

leave comments in an interactive format is an important contribution to the

popularity of many blogs. Most blogs are primarily textual, although some focus on

art (art blogs), photographs (photo blogs), videos (video blogs or "vlogs"), music

(MP3 blogs), and audio (podcasts). Micro blogging is another type of blogging,

featuring very short posts. In education, blogs can be used as instructional resources.

These blogs are referred to as Edu blogs (Chris, et al 2008). On 16 February 2011,

there were over 156 million public blogs in existence (Social Bakers, 2011).
 26

According to critics and other bloggers, Blogger is the most popular blogging service

used today. However, Blogger does not offer public statistics. Technorati has 1.3

million blogs as of February 22, 2014 (Boeing. (2013).

Flickr: This is a photo sharing and video hosting website that was created by

Ludicorp in 2004 and acquired by Yahoo! in 2005. It is available in ten languages

and has a total of 51 million registered members and 80 million unique visitors

(Hersant, 2011). Unlike the above-mentioned networking sites that offer only one

type of account, Flickr offers two types of accounts, Free and Pro. Free and pro

account differs in the number of photo upload allowance: With Free account, one is

allowed to upload 300 MB of images and two videos per month, whereas Pro

account users can upload an unlimited number of images and videos every month

and receive unlimited bandwidth and storage. This networking system is

compounded by different groups.

Any member of Flickr is permitted to start a group which he can monitor and set

restrictions for. It is against terms of service for businesses to use Flickr for the

purpose of advertising, yet still businesses can get indirect marketing exposure via

Flickr. A company can use its website address as their flickr screen name, the screen

name will then be attached to every photo upload and every message (this is an

opportunity to mention business name and website address) posted to the group

discussion. It is also possible to upload quality photos related the business and

writing appropriate text describing each photo but avoiding hard sell that is

prohibited.
 27

2.3.6 Self-regulation

The ICC Code has integrated rules that apply to marketing communications using

digital interactive media throughout the guidelines. There is also an entirely updated

section dealing with issues specific to digital interactive media techniques and

platforms (Erdoğmuş, et al., 2012). Code self-regulation on use of digital interactive

media includes:

i.) Clear and transparent mechanisms to enable consumers to choose not to have

their data collected for advertising or marketing purposes;

ii.) Clear indication that a social network site is commercial and is under the

control or influence of a marketer;

iii.) Limits are set so that marketers communicate directly only when there are

reasonable grounds to believe that the consumer has an interest in what is

being offered

iv.) Respect for the rules and standards of acceptable commercial behaviour in

social networks and the posting of marketing messages only when the forum

or site has clearly indicated its willingness to receive them

v.) Special attention and protection for children (Esposito et al., 2010).

2.3.7 Theories of the Study

The following is the theory related to the development of information technology

and its impact to the marketing.

Sarnoff’s Law: This law is credited to David Sarnoff, who was an American

businessman and pioneer of American commercial radio and television networks. He

was the founder of National Broadcasting Company (NBC). Sarnoff law was coined
 28

to relate to the value of a radio station to the number of listeners. In its view the

value of network increases in direct proportion to the number on listeners on that

network. Therefore, a network with 100 members is considered to be 10 times more

valuable in terms of reach ability contrary to a network with only 10 members

(Evans 2008). In social network perspective this theory equally implies that the more

people are connected to a brand through social network, the more the effect. The

figure below is an evidence of how this law applies to networking of individuals.

Figure 2.2: A Network Representative of Sarnoff’s Law

Source: mshare.net (2012)

Metcalfe’s Law: This law is attributed to Robert Metcalfe, a Massachusetts Institute

of Technology (MIT) graduate; one of the inventors of the Ethernet and founders of

the networking firm 3com.The network characterizes many of the network’s effects

of communication technologies and networks such as the social network, internet

and the World Wide Web. The law stipulates that, the greater number of users with

the service, the more valuable the service becomes to the community. Therefore, this

law taken on a social network context, may denote that every new accepted or added

member on the networking site makes the user`s profile more valuable in terms of

the law. (Evans 2008).

 29

Most people associate with the things they love and get value from; they also tend to

talk about the cherished things to friends and relatives. It is through the sharing,

which in this case can be done on the social networking site that the chain of

connectivity is expanded further to others. This can imply to marketer that the

increase is a result of the satisfaction derived from their products and services. The

figure 3 below supports the theory; the increase on network chain has an impact on

how far the message can reach. Figure 2.3 below supports the theory; the increase on

network chain has an impact on how far the message can reach.

Figure 2.3: Metcalfe’s Law

Source: mshare.net (2012)

Reed’s Law: According to Reed’s law, the function of large network can increase

highly with the size of the network. Reed’s law was formed by David P. Reed, a

computer scientist at Massachusetts Institute of technology (MIT), working in the

area of computer networking. This law applies to the social networks in use. The law

emphasizes on the impact on network value by recognizing and supporting groups of

members. A well-connected network encourages the formation of strong subgroups

and flow of communication that put more emphasis on relevant and important

information within the networks (Evans 2008). The supporting group of the members

can be built by creating opportunity to each person added to the network to also be in

a position to connect with each other. To every addition of a new person, the number
 30

of new connections is also expanded and hence the formation of more subgroup.

Below is figure 2.4 showing the connectivity within networks.

Figure 2.4: Showing the Connectivity within Networks

Source: mshare.net (2012)

Technology Acceptance Model: To understand, predict and explain why customers

accept or reject a certain information system; researchers have developed and used

this model to understand the acceptance of users of the information systems. The

technology acceptance model (TAM) that was introduced by Davis, Bagozzi, and

Warshaw 1989) is one of the most cited models that researchers used to study

underlying factors that motivate users or customers to accept and adopt a new

information system. The primary goal of TAM is to provide an explanation of factors

affecting technological acceptance in general especial technology associated with

computer. In addition, this model helps researchers and practitioners to identify why

a particular system of information is unacceptable or can be useful to a certain

activity (Davis, 1989).

Davis suggested that using an information system is directly determined by the

behavioural intention to use it, which is in turn influenced by the users' attitudes
 31

toward using the system and the perceived usefulness of the system. Attitude and

perceived usefulness are also affected by the perceived ease of use. According to

TAM, greater perceived usefulness and the perceived ease of use of an information

system will positively influence the attitude toward this system. The attitude, in turn

leads to a greater intention to use the system, which positively affects one's actual

use of the system. TAM supposes that, other thing being equal, perceived usefulness

is influenced by the perceived ease of use because the easier a technology to use, the

more useful it can be.

Perceived usefulness (PU) is defined as the degree to which a person believes that

using a particular system would enhance his or her job performance. Perceived ease

of use (PEU) refers to the degree to which a person believes that using the system

will be free of effort. Attitude (ATT) explains a person's favourable or unfavourable

assessment regarding the Behaviour in question. Intention (INT) is a measure of the

strength of a person's willingness to use effort while performing a certain Behaviour.

The external variables in the model refer to a set of variables that can influence

information system adoption indirectly through perceived ease of use and perceived

usefulness (Davis et al., 1989). According to Kapferer, J. N. (1998), constructs of

TAM are almost measured in the same way in every context.

Furthermore, TAM is a reliable instrument and empirically sound, several meta-

analysis studies have provided sufficient data about TAM to be highly credible and

rationally explain up to 40 percent of the behavioural intention to use. In addition,

this study has applied TAM to evaluate customer’s intention to use digital platforms

and the intention of the marketers to adopt or use digital platforms for creating brand
 32

awareness.

Figure 2.5: Technology Acceptance Model

Source: Luarn and Lin (2004)

Perceived Usefulness: Perceived usefulness (PU) is one of the main constructs of the

technology acceptance model (TAM) (Davis 1989). Users’ acceptance of computing

facilities was one of the initial developments of this theory (Davis et al. 1989). The

theory has since been developed by many scholars in different areas (Adams et al.

1992; Gefen& Straub 2000; Gefen,Et. al. 2003; Pavlou 2003). TAM argues that

constructs have a strong influence in the acceptance of systems by a user (Pavlou

2003). The original definition of perceived usefulness by Davis (Davis 1989) is ‘the

degree to which a person believes that using a particular system would enhance his

or her job performance’. It is one of the main reasons why people are receptive to

new technology (Davis 1989).

The constructs introduced by TAM can be applied in a wide range of ways (Adams

et al. 1992). These can also be used to predict consumer behaviour in e-commerce

(Gefen& Straub 2000; Pavlou 2003). TAM is among the popular theories in

Information Systems (IS) as it emphasises intention to use a system. Its instruments

have been validated in different research (Pavlou 2003).

 33

In the present study, only perceived usefulness and intention to buy have been

selected as main factors to develop the proposed model. One of the main reasons for

omitting perceived ease of use from the present study is that, it is argued, this

construct has an indirect effect on user acceptance through PU (Gefen& Straub

2000). Previous researchers have been consistent in arguing that PU has a positive

direct effect on acceptance of a system (Gefen&c Straub 2000; Pavlou 2003). There

are different aspects that define PU in a digital marketing or e-commerce

environment. For instance, the quality of a website in terms of system, service and

information quality has a significant impact on perceived usefulness, which in turn

encourages consumers to buy. Businesses can concentrate on information, service

and system quality to improve their websites, and also enhance perceived usefulness

in their consumers Kaplan and Haenlein, (2010).

2.4 Empirical Literature Review

This part covers the empirical reviews which exhaust most of the studies that have

done by other scholars and they have the same direction with digital marketing and

branding.

2.4.1 Empirical literature Review World Wide

A finish thesis study in 2011 showed that from 271 SMEs biggest part (about 39%)

of respondent companies used 0-1% to marketing from the company’s turnover.

Close second group was about 38% of SMEs who spend 1-3% to marketing. Only 8,

68% of the SMEs spend over 6% of the turnover to marketing. When the study was

conducted, about 27% of the companies did not utilize digital marketing at all

Dickson and Sawyer, (1990). Almost half of the online ad expenditure goes towards
 34

search, which basically means SEO in all search engines (for example Google, Bing

and Yahoo) and tools like Google AdWords. There are other search engines besides

Google, but particularly in Finland, Google is the most commonly used and has the

most developed tools for search- advertising.

Globally, Google has 67, 5% share in the search engine markets (Hartig, 2014). The

main benefits of digital marketing compared to traditional marketing are that it is

easy to reach thousands of people at the same time by utilizing popular sites, tools

and applications like Facebook and Google. The shift in the marketing industry

towards digital marketing is seen yearly, and the future or the field is moulded

through all the different rising platforms and tools (Aghaei, et al., 2012). Another

amount able benefit of digital marketing is that the investor can easily track their

ROI (return on invest) by click data. This data is mainly gathered with cookies.

The study done by Highley, (2010) on the Importance of Being Social, A look at

Social Media Marketing with a Comparison of the United States versus the European

Union found that there increasing of more relevant and intelligent ideas for

marketing the products, the study found a company can have more than three social

media sites such as Facebook, Instagram, Twitter, Blogs and WhatsApp that can be

used for advertising their products and services, the implications of the findings is,

These innovation can makes things easier for customers but more challenging for

companies with traditional mindsets, structures, and practices. While according to

(Hans et al., 2011) on their study on users’ willingness to pay on social network sites

they found that Customers are setting the pace in this race and they are willing to

participate in sharing and conversation on the social media sites at any cost.
 35

Therefore, for that case, the company with their marketing strategies that can keep

up with the customer will share the winners’ circle (Hans et al., 2011).

Retailers can improve their Facebook page appeal by adding games, contests, and

interactive applications, which can attract more users (Di Pietro and Pantano 2012).

However, retailers also need to be educated on consumer’s attitudes when it comes

to social media marketing. A deeper understanding of how consumers perceive

social marketing will help ensure marketing strategies are effective. Consumer

activities of consumption, participation, and production are not related to just one

motivation according to Masika, (2013) who concluded that consumer activities are a

combination of a variety of motivations. The classic notion of individuals as mere

consumers is out dated; consumers can now be seen as active producers of business

value because user generated content is reducing the influence of traditional

marketing tactics (Masika, 2013). Awareness of consumer’s motives is important

because it provides a deeper understanding of what influences users to create content

about a brand or store.

Hersant, (2011) stress that a retailer must go beyond the advertising aspect of social

networking sites and find ground breaking ways to use them as a way to conduct

conversations with consumers, instead of a one-way communication network. Kim,

et, al, (2010) determined that large companies are regarding social media sites as

strategic tools and some businesses are even hiring employees to oversee their social

media pages. Consumers are no longer passive receivers of marketing messages;

instead, they are using Facebook, MySpace, YouTube, and Twitter to voice their

opinions-both positive and negative.

 36

Consumers’ participation with a brand on social media reinforces the need for

retailers to be active participants in social networking sites and the virtual brand

communities they create. Since social media sites can be exploited for the

information it provides on consumer behavior with regards to their purchasing

intentions, research further suggests that businesses should incorporate social

networking sites into their business model or promotional mix. A business model is a

system of co-dependent structures, activities, and processes that serve as a firm’s

organizing logic and create value for customers, itself, and its partners Kim, et, al,

(2010).

Mangold and Faulds (2009) recommend that social media should be regarded as an

integral part of an organization’s integrated marketing strategy and should not be

taken lightly. As Curran et al. (2011) points out, almost 1 in every 13 person in the

world is an active Facebook user, which points to the potential of finding a ready

market for any product or service. Social networking sites are being utilized to

enhance a company’s brand appeal and increase their target market because new

technologies allow for more personal, targeted communications, as well as increased

consumer participation in the creation of marketing and brand related information.

Mangold and Faulds (2009) stress those traditional communication examples, which

relied on the classic promotional mix to create integrated marketing

communications, must give way to a new paradigm that includes all forms of social

media as potential tools in designing and implementing integrated marketing

communication strategies. Retailers are paying attention when it comes to social

media because it provides a key component that businesses have struggled to collect
 37

for years: feedback (Gonzalez 2010).

According to Edelman, what has stayed the same even when the means of branding

have changed rapidly is the fact that customers still want a clear brand and value

promises. The change is seen in the “touch-points” where the consumers are most

open to influence, and the means of interaction with them in those touch points

(Edelman, 2010). These touch-points can be studied more deeply through service

design, where one can map the interaction and influence situations during a process

of encounter with the consumer. The global spending of advertising in the internet

has grown from $18 billion to $63 billion between the years 2005 and 2010 (Percy,

2014). In the year 2014, the spending had reached a staggering $137 billion and it is

estimated that by 2018 the internet advertising expenditure will reach $205 billion

(eMarketer, 2014).

According toeMarketer, (2014) the Social media marketing budgets in many

companies continue to rise. According to the results, businesses currently allocate

6% of their marketing budgets to social media, an allotment they expect to increase

to 10% during the next year and 18% over the next 5 years. Marketing budget it can

be understood that even though many are still experimenting and learning how best

to use social media tools, these results indicate that marketers think social media

marketing is here to stay and will play an increasingly important role in their work in

acquiring and retaining customers in the future.

According to the study conducted by Howe (2006) found that digital platforms is the

tool for marketing communication as its informing consumers about the company’s
 38

products they offer and its help to provide brand about the company’s products and

services they offer, the study conducted the survey by visiting different companies

social media sites and found people follow and share the companies news. A study

by Hans et al., (2011) found that 80% of marketers believe their role is

fundamentally changing, and that 40% believe they need to reinvent themselves to

keep pace. According to Kaplan, (2010), in his study found that, new technologies

like digital platforms are just the beginning as more innovation will be coming. Also,

he recommends that marketing leaders need to rethink how they approach people and

process that they need to attract talent in areas like data science, social media, and

web analytics that didn’t exist five years ago. And they need to create opportunities

for their employees to re-skill and reinvent themselves too.

Chu (2011) examined the link between Facebook brand related group participation,

advertising responses, and the psychological factors of self-disclosure and attitudes

among members and non-members of Facebook groups. The study determined that

users who are members of groups on Facebook are more likely to disclose their

personal data than non-members are. Chu (2011) explains group participation and

engagement with online ads requires a higher level of personal information because

users openly reveal their connections with Facebook groups and promote brands or

products when they pass on ads to their friends.

Facebook groups provide channels that consumers deem useful when seeking self-

status in a product category, as does passing on viral content about brands to their

social contacts (Chu 2011, 40). According to Keller, (2001) users perceive

advertising differently depending on the social network, which suggests user

 39

motivations for online social networking may play a vital role in defining

consumer’s responses to social media marketing.

Di Pietro and Pantano (2012) conducted further research using the TAM to discern

that enjoyment is the major factor that influences consumers to use social networks

as a platform for assisting in their buying decisions. They found that the fun

provided by social media sites such as Facebook, as well as the opportunity it

provides users to ask for suggestions in an easy and entertaining way, motivates

individuals to pay more attention to the products promoted on Facebook. Facebook

promotes a consumer to consumer approach, exploited by consumers to share

experiences and create a common knowledge on products and services; on the other,

it provides managers a direct channel for communicating with clients through a

business to consumer approach (Di Pietro and Pantano 2012).

On the study that was conducted byDamian et., al, (2012). on the impact of social

media, she tried to compare consumers purchase behaviour that is influenced by

traditional media and social media using the purchase funnel. Therefore, the study

found that, regarding the purchase funnel, the effects of social media are really

important as a social feedback loop is created through the use of Social Media and

will highly influence the consideration stage of the purchase channel.

According to a study conducted by eMarketer. (2014). (a market research firm)

consumer trust in advertising has decreased 41% over the past three years (Elkin

2005). The prototypical consumer of social media seems to enjoy the trust and the

message retention provided by this means of communication. The traditional forms

 40

of marketing and advertising are downplayed by word-of-mouth which, according to

WOMMA (Word of mouth Marketing Association), is favored by 92% of

consumers. The study conducted by Dickson and Sawyer, (1990) showed that about

88% of the respondent SMEs stated their reason for embarking social media as

gaining more awareness. The top two reasons for consumers to follow companies in

Facebook are interesting information and content, as well as personal interest

towards the company.

2.4.2 Empirical literature Review in Africa

Masika, (2013) found that, the use of mobile marketing can provide advertisers with

a big opportunity of enhancing consumer exposure to brand, thus increasing brand

awareness. This study investigated mobile marketing practices at Safari com and

how they influence brand equity. The results show that some marketers are confident

in mobile as a means of enhancing equity due to the high customer adoption of

mobile app and mobile web. Top brands such as Safaricom are spending significant

amounts of money on mobile advertising for brand building and for reinforcing the

sales push. Mobile phones are making it easier for cross-media messages to get to

individuals more than any other connected devices.

Mutua (2016), explore the effect of experiential marketing on brand perception with

a focus on Coca Cola Kenya. The study found that the customers’ feelings are the

measurable standards of the intangible value of the brand. Customer’s quality

perceptions influence the pricing decisions of products in the company. It was

determined that there is strong brand association as customers perceive brands to be

of high quality. From the study, it was examined that Coca Cola Kenya conducts
 41

customer research to understand their brand and competitors. The study also found

that Coca Cola Kenya has established competitive strategies to differentiate from

competitors. Use of media is one of the strategies that have been used to increase the

publicity of the company in experiential marketing. The study also found that the

products endorsed by celebrities gain immediate credibility from consumers. Walker,

(2014) found that brand loyalty gives the company enough time to respond to

competitive moves by competitors. The study confirms that interaction with

consumers has shaped attitudes towards the brand. The study found that the company

has loyal customers and spend less on marketing their products. Experiential

marketing was found to be a guerrilla tactic to keep advertising costs low.

Tandoh (2015), the study concludes that Coca Cola Kenya uses unintentional

participation procedures in exposing new brands. According to the study, brand

awareness changes the perception of consumers about a brand in a positive way. The

study also concludes that there is strong brand association as customers perceive

brands to be of high quality and that interaction with consumers has shaped attitudes

towards the company’s brand. The study recommends the use of experiential

marketing as it creates brand awareness that changes the perception of consumers

about a brand in a positive way. The study also recommends organizations to

conducts customer research to understand their brand and competitors. From the

study, it was recommended that organizations should enhance brand loyalty as it

gives companies enough time to respond to competitive moves by competitors.

Cox (2010) also investigated the correlation between age and attitude and found that

social network user attitude toward online advertising formats (i.e. blogs, video, and
 42

brand channel or page) differed to some extent across age groups. She explains that

users who fall in the 18-28 age brackets had strong positive attitudes towards blogs,

video, and brand channel ad formats. This was because users found these ad formats

to be eye catching, informative, and amusing. The 35-54 age groups preferred ad

formats on video and brand channels because they found them to be more eye

catching, informative, and had better placement within the online page layout.

Overall, online advertising formats with positive attributes are welcomed by users;

however, ads that are intrusive or interfere with online social networking activities,

such as pop up, expandable, or floating formatted ads were disliked by network

users.

2.4.3 Empirical Literature Review in Tanzania

Njawa (2015) in his study showed that consumers have the tendency to rely on their

heuristics of choosing a known brand. Heuristics is a term used to describe the

methodology or process of problem solving, where a person arrives to a certain

decision (not always the most logical or optimal) by a shortcut, for example

stereotyping, common sense or familiarity. The results of the replicated study

showed that in a situation, where consumers had the choice between an unknown

brand and a known brand, about 90% of the subjects chose the known brand.

Furthermore, the results showed that in the presence of brand awareness, the subjects

were less likely to use price as an eristic. In situations where brand is unknown,

consumers used other criteria such as packaging and ingredients. Only 10% of the

subjects informed that the only criteria they used were price. (MacDonald and Sharp,

2000) The brand equity, which is the added value of a brand, derives from brand
 43

awareness, brand loyalty and brand associations,

Also, another study conducted by Highley, (2010) its findings come up with the

reason on why there is highly need of using digital platforms or social media in

marketing, the reason that have been observed during the study, that is Size of social

media user: Facebook has over 250 million users globally. On an average, 70-100

tweets happen by the second. An average user on Facebook has 120 friends. This is

the kind of enormity Social networking sites espouse and with this comes the license

to communicate powerfully. But the study recommends that; when such large

numbers are involved, there is a danger of something going wrong and when it does,

it happens in a big way (Highley, 2010).

Kaaya 2015, it was found that brand image has a small positive relationship on sales

whereby the intermediated variable customer awareness had small significant effect

on brand image and sales. Therefore, the study found that, regarding the purchase

funnel, the effects of social media are really important as a social feedback loop is

created through the use of Social Media and will highly influence the consideration

stage of the purchase channel.

2.5 Research Gap

According to review of literature reveals that though social media and advertising

has been researched, but not the impacts of digital marketing on brand awareness

from a business perspective. However, the work of Harris and Rae‟s, (2011) titled,

“building a personal brand through social networking” is the closest study that

looked at the social media networks and branding. Nevertheless, Harris and Rae’s
 44

work purely focused on building personal image (brand) using social networks. also

looked at the impact of social media from a personal view in his Harvard business

review article. Also, many studies focus on the relationship between social media

marketing and brand equity, where Babac study examines the impact of social media

use on the brand equity of magazine brands (Babac, 2011). And therefore, since

there is little knowledge concerning the impact of digital marketing through the use

of digital platform such as social media on awareness from a business level, this

study is to evaluate the impacts of the digital marketing on brand awareness.

2.6 Conceptual Framework

After the review of the above literature, therefore, the researcher proposed a

Conceptual framework below for the study. The conceptual framework behind the

study focuses on the independents and dependents variables. Digital marketing are

the independent variables and brand awareness is the dependent variables. In order

for the firm to bring brand awareness to the customers and general community

should adopt new information and communications technology by using digital

marketing instead of traditional marketing or analogy.

Independent Variable Digital Marketing

Dependent Variables Brand Awareness

Brand Reputation Brand Loyalty Product Increase

accessibility Sales

Figure 2.6: Conceptual Framework Diagram

Source: Own Construct, (2016)
 45

2.7 Theoretical Framework

Digital Marketing: This is the social interaction of advertising and sale product and

company image through the use of digital platforms such as social media (Loudon

and Della Bitta, 1993).

Impact of Digital Marketing: These are the result brought by the use of digital

platforms in advertising and selling of product and bring brand awareness of the

company or organization.

Brand Awareness: Brand awareness means the physical possibility of becoming

aware of a brand, to knowing the brand and to finally, preferring the brand in

comparison with others.

 46

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

This chapter presents methodology of the study. Specifically, it presents the study

area, the design of the study, study population, sample size and sampling procedures,

methods of data collection as well as data presentation and analysis procedures.

3.2 Research Design

Case study design has been employed during the study. In this regard, case study is a

design which deals with analysis and interpretation of few cases in the environment

Chi, (2011). This is an empirical inquiry that investigates contemporary phenomena

within a real-life context, when the boundaries between phenomena and context are

not clearly evident and in which multiple sources of evidence are used Kotler and

Armstrong, (2008). In this study, the case study design has enabled the researcher to

deeply study the impacts of digital marketing on the brand awareness with the case

study of Air Tanzania company Limited. Furthermore, case study design has also

enabled researcher to employ different data collection methods and that the design

was recommended because data collected from employment of case study were valid

and comprehensive.

3.3 Study Area

The study conducted at Air Tanzania Company Limited head quarter in Dar es

Salaam region the researcher chooses Air Tanzania Company Limited due to the fact

that; Air Tanzania Company Limited it’s a famous brand and it has manage to

capture big market share in among air travel industry in Tanzania and they used
 47

digital marketing also for advertisement.

3.4 Study Population

The study population included marketing officers at the Air Tanzania Company

Limited and their customers.

3.5 Sample Size and Sampling Design

3.5.1 Sample Size

This study comprised of 55 sample sizes whereby 10 respondent they were staff or

officer from Air Tanzania Company Limited marketing department and 45

customers. This is due to the fact that the sample serves as the best and adequate unit

of analysis as subjects since they were useful in providing direct responses to answer

the research questions. In that case, the study consisted of the sample size of 55

respondents as calculated below, from marketing and customer section. The sample

is well described in table 3.1.

The selection of the sample size calculated through the following formula by Taro

Yamani;

n= N/1+N(e)2

Where; n= corrected sample size, N = population size, and e = Margin of

error (MoE), e.

N= 64, e= 0.05; therefore;

n=64/1+64(0.05)2

n=64/1+64(0.0025)

n=64/1+0.16

n=55.17
 48

n=Approximately 55

Therefore, sample size is 55

Table 3.1: Sample Size Distribution

Items Frequency Percentage Sampling Data Collection
Design Tools
Air Tanzania Staff 10 20 Purposive Questionnaire
Sampling
AirTanzania Customers 45 80 Purposive Questionnaire
Sampling
Total 55 100
Source: Field Survey Data (2019)

3.5.2 Sampling Design

Sampling is a process or technique of choosing a sub-group from a population to

participate in the study. It is the process of selecting a number of individuals for a

study in such a way that the individuals selected represent the large group from

which they were selected (Ogula, 2005). Non probability sampling is used in some

situations, where the population may not be well defined. In the case study there was

not great interest in drawing inferences from the sample to the population. It includes

Purposive/Judgmental Sampling Procedure In purposive sampling procedure; the

researcher chooses the sample based on who he/she thinks would be appropriate for

the study. The main objective of purposive sampling is to arrive as at a sample that

can adequately answer the research objectives.

The study used mostly purposive sampling technique because the respondents they

were picked were only knowledgeable and skilled on issues being inquired for the

acquisition of adequate and reliable primary data. The sampling technique was

performed since the study area had massive population with the fact that not all are

embedded with the knowledge on digital marketing.

 49

3.7 Data Collection Methods and Approach

Primary Data collection methods, the study used different methods in collecting

primary data including;

3.7.1 Documentation Review

Secondary data they have been considered with both published data and unpublished

data. Published documents which has been used werethe annual report of ATCL for

the year 2015, 2016, 2018 and unpublished report includes ATCL newspapers,

ATCL official’s records and statistics and letters. Advantages of secondary data were

that; they are cheap and inexpensive, accessible, already available, saves time and

efforts, unobtrusive, avoids data collection problems and lastly, they provide a basis

for comparison (Kothari, 2004). Therefore, the researcher decided to collect

secondary data through the use of documentation review mostly were written

documents preferred such as organization brochure, journal and magazine.

3.7.2 Questionnaires

A number of questions has been prepared in a clear flow, those questions are both

closed and open-ended categories pre-selected by the researcher. For closed-ended

question is that they require a lower cognitive load on the respondent. They reduce

the amount of thinking that a respondent needs to undertake to complete the task.

This generally has leads to higher response and more accurate data. The advantage is

they are easier for the researcher to code and analyse. This is of tremendous

importance. A sample questionnaire has been attached in appendix one of this study.

This instrument has been used in this study due to the following merits; it is low cost

encored as the fact there was highly number of respondents who spread into different
 50

department, the method it is free from the bias of the interviewer; all the answers

they werein respondents’ own words, respondents they had adequate time to give

well thought out answers, respondents, who they were not easily approachable, there

were highly possibility of reaching them (Kothari, 2004). Generally, 55

questionnaires they were distributed to all 55 respondents; this has been done so as to

ensure all required information was collected. Another objective for distribution of

questionnaire was to supplement other data collection tools such as documentation

review.

3.8 Type of Data

3.8.1 Primary Data

Primary data means original data that has been collected specially for the purpose in

mind. It means someone collected the data from the original source first hand. Data

collected this way is called primary data. In this study data they were gathered by

researcher and her assistance.

3.8.2 Secondary Data

Secondary data refers to data which is collected by someone who is someone other

than the user. Common sources of secondary data for social sicience include

censuses, information collected by government departments, organizational records

and data that was originally collected for other research purposes.

3.9 Research Quality

3.9.1 Validity

To ensure validity, triangulation technique was applied in this study by using

 51

questionnaires and secondary data analysis concurrently and this was done through

piloting of the data collection instruments used to collect data. The data collection

instruments were designed in such a way that they reveal the truth about the impacts

of digital platforms on brand awareness. Issues developed from conceptual

framework were compared with issues obtained during questionnaire and other

information’s from documentation review as to ensure construct validity.

3.9.2 Reliability

In order for reliable data to be collected, the researcher design the questionnaires

through an elaborated procedure which involves a series of revisions under the

guidance of the study supervisors to ensure that fieldwork can be conducted by using

high quality data collection. Cronbach’s alpha test statistics and also quotes and

statement from questionnaires was used as references to ensure reliability.

3.10 Data Analysis, Measurement and Presentation

Data was analysed both qualitatively and quantitatively. The reason for using both

approaches is due to the fact that they complement each other. Data from interviews

was be transcribed from interview to form notes. Then all the data from interviews

and document analysis was re-read and organized to form codes by relating with

research questions and literature review. Through re-reading and reflecting from

codes and data collected the categories was formed and developed themes. To make

meaning, data was theorized before being written in narrative form. Data from

questionnaires was analysed using simple statistically analysis methods. The main

tool which was used for data analysis is Microsoft Excel and statistical package for

social science (SPSS). Calculations for percentages, Tables, figures and charts was
 52

used to provide a quick picture of different situations observed from the collected

data.
 53

CHAPTER FOUR

PRESENTATION OF RESEARCH FINDINGS, ANALYSIS AND

DISCUSSIONS

4.1 Introduction

The chapter describes the presentation of the results of data analysis and their

interpretation. The chapter is well presented in line with the research questions

guiding the study whereas the information to assure the generation of the inquired

new knowledge for that matter.

4.2 Respondents General Information

The participants to the study as respondents are designated for the purpose of

describing the overview of the employees and customers at the Air Tanzania

Company Limited and in line with digital marketing. However, the overview is well

described using the profile of the participants to the study with mainly three

variables of age, gender and the education level which are described in the following

manner.

4.2.1 Age

Participants were to reveal their age in the process of information gathering whereas

the collected information in line with their age is well shown in Table 4.1. It shows

findings on age of respondents that 6 (10.9%) respondents were 18 -30 years; 35

(63.6%) were 31-45 years; and 14 (25.5%) were 46-60 years. This implies that most

ofthe employees in Air Tanzania and their customers aged between 31-45 which is

active age for work and most of them they can be counted as educated and well

experienced age with certain degree of experience in the practice that they have been
 54

at work for some time. Also, that age group imply that most of the people dealing

with Information technology such as social media are youth group as they have born

in computer and internet era.

Figure 4.1: Age

Source: Field Data (2019)

4.2.2 Gender

Respondents were once again required to disseminate information on their sex

categories whereas the collected facts are shown in Table 4.1.

Table 4.1: Gender

Gender Type Frequency Percent
Male 40 72.7
Female 15 27.3
Total 55 100.0
Source: Field Data (2019)

Table 4.1 reveals findings on gender of the participants as respondents that 40

(72.7%) of the respondents were male; and 15 (27.3%) respondents were female.

This implies that Air Tanzania Company Limited indeed is prone to be employed or

practiced by anyone either a man or a woman provided that is able to deliver and
 55

also shows both genders can use airline transport. The assertion is complemented by

Kril, J., (2013) that marketing and airline works in any country regardless of the size,

economic status and others can be practiced by anyone among individuals either

male or female provided the fact is competent and able to produce as per

requirements.

4.2.3 Education

Respondents furthermore it was important to reveal information on their level of

education and competence such that facts are clearly described in Figure 4.1.

Figure 4.2: Education of the Respondents

Source: Field Data (2019)

Figure 4.2 shows results on the respondents as participants to the study level of

education that 14 (25.5%) respondents had diploma qualification and 27 (49.1%)

respondents had first degree qualification. Also 9 (16.4%) respondents had certificate

qualification and 5 (9.1%) respondents possess master’s qualification. This implies

that the airline sector comprises elite group for both workers and passengers, as it

has been shown in the figure above, there is different level of education that some

are highly qualified while others had limited qualifications.

 56

This finding is in line with Ahmed, et., al, (2014) that most of the public officers and

practitioners in the government entity are a combination of highly qualified and

some still possess limited qualifications. At the moment the government of Tanzania

is recruiting graduates in all vital positions in the government entities.

4.3 Data Analysis and Discussion of the Findings

4.3.1 Digital Platforms Used for Digital Marketing at the Air Tanzania

The figure 4.3 shows the trend of social media used by ATCL; the aim is to correlate

with objectives number one. As it has shown below the most preferred was you tube

which was agreed by 50% and strongly agree by 50%, Instagram which is agreed by

the respondents 60% strongly agreed by 30% and 10% they were neutral, Twitter

50% strong agree and 30% strong agree, 10% were neutral while 5% they disagree

and strongly disagree respectively. For the LinkedIn 50% were strongly agree and

30% strongly agree, while 10% they disagree and strongly disagree respectively.

Google+ it has a little use by ATCL as it was disagreed by 40% and strongly

disagree by 10% and 10%, they were neutral while only 10% agree and strongly

agree respectively. Also Blog as digital platforms agreed and strongly agreed by

40% respectively while it has also disagreed and strongly disagreed by 10%

respectively

Facebook it has agreed by 30% and strongly agreed by 40%, neutral 10% while 10%

they were disagreed and strongly disagree respectively. It is concluded from this

research that the digital media is playing a key role in creating brand royalty since

advertising it has changed from traditional to digital, so, there is a much scope

available in this area. As it is very much clear from the research that consumer
 57

interest is increasing in this type of marketing platform most of the companies in

Tanzania including ATCL have successfully created their brand image and brand

association by engaging various activities of digital media. This finding is complying

with the study conducted by Curran et al. (2011), which found that social media sites

such as Facebook are better than other advertising avenues because it stores

information on all its users thus ensuring marketing reaches a retailer’s specific

target market. Social media sites are a great stage for retailers to create an experience

and retailers can use information stored on social media sites to improve user

experience with their brand

Figure 4.3: Stakeholder Ranking of Social Media Sites

Source: Field Data (2019)

4.3.2 Digital Marketing Strategies for Brand Awareness at ATCL

The figure 4.4 shows digital marketing strategies for brand awareness at ATCL, the

study has found that ATCL is using the following strategies for brand awareness for

the company. Those strategies shown with the figure below; the aim is to correlate

with objectives number two. The most strategies used is the social media marketing

which was strongly agreed by 60% and agreed by 40% of the respondents, email

marketing which is agreed by 50% and strongly agreed by 30% of the respondents,
 58

and neutral were 10% of all respondents while disagree and strongly disagree they

were 5% respectively. Followed by search engine which was agreed by 30% strongly

agreed by 40% while 30% they were disagree and strongly disagree respectively?

Content marketing is also used as strategy for brand awareness which was agreed by

40% and strongly agreed by 50% while 10%, they disagree. Retarding adverts is not

regularly used by the ATCL as about 60% which is more than half of the

respondents they don’t agreed on its use. The Linkert scale was, agreed and strongly

agreed by 20% respectively and disagreed by 20% while 40% they strongly disagree.

Viral marketing was agreed by 40% and strongly agreed by 50% while 10% they

were neutral. Affiliate marketing was also used as digital marketing strategies for

brand awareness at ATCL as it was agreed and strongly agreed by 40% of the

respondents respectively while 20%, they were neutral. The study also complies

with Neti (2011) who study on the social media and explain the benefits of social

media which includes: brand reach and awareness, consumer interactions through

transactions, referrals and reputation management.

Figure 4.4 Digital Marketing Strategies for Brand Awareness at ATCL

Source: Field Data (2019)
 59

4.3.3 People Perception on The Company’s Digital Marketing Activities

The figure 4.5 shows people perception on the company digital marketing activities

as they use for brand awareness at ATCL, the study discovers the following as it

shown in figure 4.5; the aim is to correlate with objectives number three. Most

people perceive that digital marketing it increase communication between the

company and customers as its agreed by 60% and strongly agreed by 40%, also

respondent said it increase engagement between the company and customers also

staff and the company as it agreed by 40% and strongly agreed by 60% of the

respondents. They are also creating personal connection as it agreed by 70%, 20%

strongly agreed and 10% they were neutral, when the company use digital marketing

it increase brand recognition as it was agreed by 40%, strongly agreed 40%, disagree

and strongly disagreed by 10% respectively.

Also 70% agreed and 10% they were strongly agreed that digital marketing it is just

marketing strategies while 10% they were disagreeing and strongly disagree

respectively. Whereas other respondents said that digital marketing strategies it

increases financial capacity as it agreed by 40% and strongly agreed by 30% and it

was disagreed by 10% while 20%, they were neutral. Generally, in today’s world

digital media is important because it is cost effective, develop more awareness and

also the queries put forward by the consumers are answered by the companies

quickly. Through digital media companies constantly improve themselves and try to

create a good image about the product. Digital media is growing in Tanzania as the

number of people using Internet is on the rise as it has shown in the figure 4.5.

Keeping this in view companies can increase their customer base and build upon the
 60

loyalty that is there among their existing customers.

Figure 4.5: People Perception on the Company’s Digital Marketing Activities

Source: Field Data (2019)

4.3.4 Digital Marketing and Company’s Brand Image

The figure 4.6 shows the Linkert scale which explain how does digital marketing

enhance the brand image of the ATCL; the aim is to correlate with objectives

number four. As it has shown in the figure 4.6 below; most of the respondents

comment that digital marketing increase exposure of the company or product and it

increase traffic who are viewers or visitors, this has been agreed by 55% and

strongly agreed by 5% and 5% they were neutral while 20% they disagree. Also 55%

agree and 25% strongly agree that digital marketing enhance company brand image

since it helps to develop loyal customer and 10%, they were neutral while 5% they

were disagreed and strongly disagree. Most of the customer comment that digital

marketing enhances company brand image since it increases search ranking and

generate lead as it has agreed by 70% and strongly agreed by 10% of the respondents

while 10%, they disagree and strongly disagreed respectively.

 61

Lastly, it establishes thought leadership as it has agreed by 40% and strongly agreed

by 10% of the respondents and 10%, they were neutral while 20% they were strongly

disagreed and disagree respectively. The result also complies with the study

conducted by Arora and Sharma (2013) which state that; There are three strategic

roles that help to build the brand. Marketers must use social media to serve their

brand building objectives. It can help the brand to: build a relationship to become

more trusted, differentiate through an emotional connection to become more

remarkable and unmistakable; and nurture loyal fans to become more essential.

Figure 4.6: Digital Marketing and Company’s Brand Image

Source: Field Data (2019)

4.4 Respondent from Customers

4.4.1 Frequency on Using Internet

The figure 4.7 shows to what extent does the ATCL customers used internet, the

result was 80% they said they use internet frequently, 10% they use internet often,

10% they use interment occasionally. Therefore, it can be concluded that all ATCL

customers are using internet and most of them which is 80% they use it frequently.
 62

The result shows that ATCL to use digital marketing is the right option since their

customer have access to it.

Figure 4.7: Frequency on Using Internet

Source: Field Data (2019)

4.4.2 Checking an Advertisement on the Internet

The figure 4.8 shows to what extent does the ATCL customers used their internet

services to look on advertisement, the result was 40% they don’t look at them until

they appear on their device such as phone, 30% they check them occasionally while

10% they check them frequently and regularly respectively. Therefore, it can be

concluded that all ATCL customers are using internet but they don’t have tendency

of checking on advert until they appear when they are searching on other things.

Figure 4.8: Checking an Advertisement on the Internet

Source: Field Data (2019)
 63

4.4.3 How do you know ATC

The figure 4.9 shows on how does ATC customer came to know the ATCL, the

result was 50% they said they found it in social media while 25% they know ATCL

through their friends and 25% also they came to know ATCL when they were

looking and searching for the best channel. Therefore, it can be concluded that most

of the ATCL customers depending on the social media to know about ATCL.

Figure 4.9: How Do You Know ATCL

Source: Field Data (2019)

4.4.4 Ticketing Booking

Figure 4.10 shows on how does ATC customer book their ticket, the result was 40%

they said they book ticket by visiting company office, 30% they said they book ticket

through online link which is ATCL website and also 30% they book ticket by using

an agent. Therefore, it can be concluded that most of the ATCL customers depending

on the ATCL office to book their tickets and not social media while they use social

media to know about ATCL and getting information,

 64

Figure 4.10: Ticketing Booking

4.4.5 People Perception on The Company’s Digital Marketing Activities

The figure 4.11 shows people perception on the company digital marketing activities

as they use for brand awareness at ATCL, the study discovers the following as it

shown in figure 4.11; Most people as customers perceive that digital marketing it

increase communication between the company and customers as its agreed by 50%

and strongly agreed by 50%, also respondent said it increase engagement between

the company and customers also staff and the company as it agreed by 60% and

strongly agreed by 40% of the respondents.

They are also creating personal connection as it agreed by 80%, and strongly agreed

by 20%, when the company use digital marketing it increase brand recognition as it

was agreed by 50% and strongly agreed by 50%. Also 40% agreed and 40% they

were strongly agreed that digital marketing it is just marketing strategies while 10%

they were disagreeing and strongly disagree respectively. Also, other respondents

said that digital marketing strategies it increases financial capacity as it agreed by

20% and strongly agreed by 30%, 20% were neutral while 20% they disagree.
 65

Figure 4.11: People Perception on The Company’s Digital Marketing Activities

4.4.6 Effectiveness of Digital Platforms over Other Local Media Channel

The figure 4.12 shows people perception on the effectiveness of digital platforms

over other media channel on the company brand awareness. The study found that

;Most people 60% comments that digital platforms are more effective on the brand

awareness compare to other media channel such as radio and newspaper, also 10%

they said they are effective, while 20% they said they are less effective and 10% they

said they are not effective compared to other local media channel such as radio and

newspaper in making brand awareness.

Figure 4.12: Effectiveness of Digital Platforms Over Other Local Media Channel
Source: Field Data (2019)
 66

CHAPTER FIVE

SUMMARYOF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

5.1 Introduction

This chapter highlights the summary of the study supported by the conclusion and

the recommendations.

5.2 Summary of the main Study

The study identify the impacts of digital marketing on brand awareness with a case

study of Air Tanzania with the following specific objectives; the first one was to

identify digital platforms used for digital marketing at the Air Tanzania, second

objectives was to determine the digital marketing strategies used for brand awareness

at Air Tanzania Company Limited, third one was to determine people perception on

the company’s digital marketing activities and the last one was to determine how

does digital marketing enhancing company’s brand image. All objectives used to

develop specific research questions which used to develop questionnaires. Data were

collected by using those questionnaire and respondents they were ATCL staff and

customers. Then, collected information from the questionnaires were grouped and

computed in SPSS version 23.0 for analysis and presentation of the gathered

analytical data.

Descriptive statistics were produced to provide information on the profile of the

respondents, data was analysed using content analysis approach which were

narratively described with themes to support the findings while the empirical study

was the basis on which the research was built. Data was collected from total numbers

of 55 respondents, most of them (63.6%) were aged 31-45 and the lowest age group
 67

was 18-30 which makes 10.9% of the total respondents where the mean age was 27.5

which shows there is active workforce at the company and most of the customers,

they were youth. most of them were respondents found to be with high level of

literate as (5) 9.1% had Master Degree and (27) 49.1% had first degree also most of

them they were male which count 72.7% of the total number of the respondents.

Findings indicated that digital platforms are more effective and they have huge

impact in creating brand awareness. And most of the ATCL customer use internet

and they are aware with social media which is increasing the need of ATCL to use

digital platform to bring awareness of their products. The first objective of the study

was to identify digital platforms used for digital marketing at the Air Tanzania, the

study found that all popular digital platforms such as Facebook, Linked In and

google+, ATCL they use them for raising awareness of their brand. These platforms

they are well connected and known with their customer since they’re also using

interment and social media.

The second objectives were to determine the digital marketing strategies used for

brand awareness at Air Tanzania Company Limited, the study found that ATCL are

using several digital platforms such as email marketing, content marketing, viral

marketing search engine maximisation as they have shown on figure 4.3 above.

These strategies are most popular in digital communication. The third objectives

were to determine people or customer perception and staff perception on the

company’s digital marketing activities. The study found that both staff and their

customer have got same perception on the digital marketing strategies or activities.
 68

The findings address that those strategies increase communication between

customers and company, and also it facilitates customer engagement and personnel

engagement while others they have comment that digital marketing it increase brand

recognition as presented in figure 4.4. The last objectives were to determine how

does digital marketing enhancing company’s brand image. The study found that,

digital marketing increase exposure and traffic, it develops loyal customer and it

establish thought leadership of the product or brand of the company as it presented

on the figure 4.5 above. The study also found that digital platforms are more

effective than other local media channel such as radio and newspaper as was

commented by customer.

5.3 Implications of the Findings

This study it has huge impacts to the government, politicians and marketer since it

will provide the ground for all companies which need marketing services to use

digital media for their advertisement. It is being realised through the result of the

study, also result provide literature for policy makers of the company or government

to make the marketing policy.

5.4 Conclusion

This paper has pointed out the impact of digital marketing platforms on how they

enhance brand awareness of the company where by ATCL was the case study, the

result has shown that the new era of science and technology has change the means of

communication from traditional media channel such as newspaper and radio to

digital platforms such as google, blogs, email, Facebook tweeter. Those digital

platforms have proven to be more effective by both customers and the company
 69

which they use them and the study found that internet is the normal for every

customer of the ATCL or airline business in general. Most of the customers using

internet and social media to look on information whenever they appear on their

phones or computer which gives them opportunities to get information posted by

companies such as ATCL. People they don’t wait for newspaper or radio to get

information rather they search on social media.

Brands awareness could be raised through internet marketing tools, which notify,

remind, and convince customers about their brands, products, or services. The client

may encounter with the brand in various ways, for example, reviewing videos,

playing games, spending time on the site or by communicating with other customers,

watching advertisements. In order to increase brand awareness, it is necessary: to

increase interaction with your brand, build positive brand associations, increase

brand loyalty by linking it with the target audience, and motivate customers to get

acquainted with your brand and associated products.

Publications in various media channels strengthen its positions in the consumer's

mind, the brand becomes recognized. Brand awareness is created through

advertising, promotion, selling, and public relations through internet. Internet

marketing includes not only advertising on the websites, but also e-mails, and social

networks. Social media marketing involves the use of internet social media tools

(Facebook, Twitter, and LinkedIn) to reach consumers in innovative ways and to

increase brand awareness. Social networking helps to promote the company and its

brand awareness.
 70

Brand awareness are created through advertising, promotion, selling, public

relations, and direct marketing. The company needs to communicate the values of

the brand and then reinforce brand associations to start the wheel of usage and

experience, and keep it turning. Through the combination of the stimulus of

consistent communications and satisfactory usage and experience, brand awareness,

confidence and brand equity are built.

5.5 Recommendations

This study has made a purpose of providing information to assist different airlines

companies to use digital platforms so as to increase their brand awareness and to be

well connected with their customer. Therefore, after all observation of this study, the

researcher recommends the following;

5.5.1 To the Government

The government should promote digital marketing to every area of the economy

especially in commerce and should facilitate to reach to more people so that they can

use for different transacting. This will be huge step of using digital marketing also to

enable and foster adherence and compliance to ethical standards services among

practitioners with or without their consent. This is due to the fact that the practice

burns all meetings, as well as practices and loop holes which caused persistence of

malpractices to keep on occurring which were unethical between customers and

staff.

5.5.2 To the Policy Maker

Another recommendation is for policy makers and politicians such as Member of

Parliament, they should enact laws that abide all the communication companies to
 71

reduce the cost of using internet so that to increase the digital communication hence

will increase e-business.

5.5.3 To Tanzania and Companies

This study recommends that people they should engage more on more useful use of

digital platforms such as for business purpose and also for the companies they should

use more digital platforms to communicate with their customers and also facilitate

purchasing instead on depending meeting face to face. The last recommendation is,

company such as ATCL should upgrade its digital marketing strategy level from

simple marketing campaigns aimed at selling and customer to read posted

information, to creating a content that will let the customers engage with the brand

and let them feel that their opinion is important to the company.

5.6 Limitations of the Study

Air Tanzania company limited was the study area and the main focus was to

determine if they are using digital marketing for brand awareness and what digital

platforms are they using to do that. The study has faced several challenges during

data collections and results findings that includes

i. Time: During data collection, I had a very limited time because of other

commitments of work that I had because I gave birth in the middle of the

research study. I had no choice but to look for an assistant who helped me to

collect some of the data.

ii. Availability of respondents, It was very challenging to get all the respondents

starting with Air Tanzania staff they are always busy due to the nature of

their work to get them I had to ask permission to their head of departments,
 72

and to get customers was also very difficult most of them were always busy

with their errands so I had to cope with the schedule.

iii. Financial burden, I was burdened with expenses during the research study

because at first, I never thought i will need to hire a research assistant,

therefore the initial budget was not enough I even had to get a loan due to the

fact that I just had a baby and at the same time I had a research assistant that I

am supposed to pay.

5.7 Further Study

This study is based on, to determine the impact of digital platforms on the brand

awareness with the case of ATCL. It’s the opinion of the researcher that the next

study should focus only on the negative impact brought by online purchasing. This

study will be important since it has a lot of risk and some customer complains about

losing their money or its safest policy.

 73

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APPENDICES

Appendix 1: Questionnaires

Dear Sir/Maadam,

RE: REQUEST TO RESPOND TO THE QUESTIONNAIRES

The caption above is concerned.

I am BORA OMARY NDANYUNGU, a student of Open University of Tanzania

pursuing Master of Business Administration. I kindly request you, to assist in

providing much information to the questions as possible which represents your true

views.

The study is for academic purposes only; therefore, all information provided will be

treated as confidential and will be used for academic purpose only.

Your co-operation towards a smooth realization of the intended goal will be highly

appreciated.

Thanks in advance

Yours sincerely

BORA OMARY NDANYUNGU

 82

QUESTIONAIRE: Section 1

1. Demographic

Please select the response that best describes your answer

a) Which of the following age category are you?

i. Below 25 c

ii. 26-36 c

iii. 37-47 c

iv. 48-58 c

b) What is your education level?

i. Secondary education

ii. College

iii. University

c) Marital status

i. Married

ii. Single

iii. Divorced

iv. Widow

1.) What is your position in Institutional management…………

2.) Do you have computers?

i. Yes

ii. No

3.) Do you have an ICT Department?

i. Yes
 83

ii. No

4.) If yes state the number of IT professional employees

………………………………….

5.) Is there application of ICT in daily operation……………..

i. Yes

ii. No

6.) What kind of digital platforms do use/prefer for your marketing purpose?

i.) …………………………..

ii.) …………………………..

iii.) ……………………………..

iv.) …………………………….

7.) Do you think that new trends in media marketing are effective? Please explain

……………………………………………………………………………………

8.) What according to you and your company is the best way of marketing a

product?

i.) Through traditional marketing 

ii.) Digital marketing 

9.) What are the advantages of digital marketing over traditional marketing?

i.) …………………………..

ii.) …………………………..

iii.) ……………………………..

iv.) …………………………….
 84

10.) What are challenges faces by companies in Tanzania in using digital

platforms for marketing purpose (experiences from your company)

i.) …………………………..

ii.) …………………………..

iii.) ……………………………..

iv.) …………………………….

11.) What are measures that can be taken by government and other stakeholders to

address those identified challenges

(Suggestions based on experienced problems from your company)

i.) …………………………..

ii.) …………………………..

iii.) ……………………………..

iv.) …………………………….

12.) What type of products and services does your company sell?

13.) Does your company have an E-commerce website?

14.) Describe your typical customers viewers of your services and products, i.e.

demographics, geographical location etc.

Section B: Social Media Strategy & Branding

1.) What are your major forms of advertising or promotion of your brand?

2.) Since you have a website, do you use social media for marketing/brand

awareness?

3.) How long have you been using social media to create brand awareness?
 85

4.) In your company, what are the benefits you get by using social media for

advertising your company’s brand and its products?

5.) What challenges does your business face in using social media?

6.) Have you ever encountered a negative comment(s) online about your company or

products? If show did you deal with the situation?

7.) What other ways have you used to minimize the impact of these challenges?

8.) What measures have you taken in ensuring brand security online?

9.) Do you use any other forms of advertising your services and product apart from

online (digital) advertising –

i.) YES

ii.) NO

10.) Please name these „other‟ advertising channels (e.g.TV, brochure etc.) that

your business also uses apart from online channels?

11.) Do you find these advertising channels to be effective? If yes, please explain

how?

12.) If you are asked to rate the effectiveness of these „other‟ marketing channels

in comparison to social media networks, would you say that they are

i.) MORE EFFECTIVE

ii.) LESS EFFECTIVE

13.) Have you ever encountered a negative comment(s) online about your

company or products? If so, how did you deal with the situation?

14.) What other ways have you used to minimize the impact of these challenges?

15.) What measures have you taken in ensuring brand security online?
 86

16.) Do you use any other forms of advertising apart from online advertising -

YES/NO

17.) Please name these „other‟ advertising channels (e.g.TV, brochure etc.) that

your business also uses apart from online channels?

18.) Do you find these advertising channels to be effective? If yes, please explain

how?

19.) If you are asked to rate the effectiveness of these „other‟ marketing channels

in comparison to social media networks, would you say that they are

20.) How do you incorporate the different kinds of marketing channels into your

marketing plan?

21.) Use of online activities by companies in their marketing efforts:

22.) What are the reasons of your company to choose digital marketing?

i.) Customers Stay Updated

ii.) Customers Can Compare Online

iii.) Clear Product Information for the Customer

iv.) Reduction in Personal Carbon Footprint

v.) 24/7 Shopping

Customers’ Questions

1. Do you use internet

 Regularly Frequently  Often  Occasionally not at all

2. What kind of digital platforms do use/prefer often?

i.) Facebook  iv.) You Tube 

ii.) Twitter  v.) Blogs 

 87

iii.) Instagram 

3. How often do you check an advertisement placed on the digital platforms?

 Regularly Frequently  Often  Occasionally not at all

4. How did you know Air Tanzania service and products at the first time?

i.) On social media

Specify SM sites…………

ii.) Friends

iii.) I found it when I was searching for the best channel

THE END- Thank you