The Role of Social Media as a Communication Tool and its Impact on Brand Awareness: A Case of Papaye Fast Foods Limited.

Abstract

Social media is a phenomenon that has become an important aspect in marketing mix and revolutionizing the way companies interact with customers. The purpose of this study has been using scientific research methodology to look at how social media can create brand awareness. The specific area of fast food industry was chosen. This study is of an exploratory, descriptive and mixed research approach and by looking at a single case; it has been possible to withdraw necessary primary and secondary data. Data collection was conducted by administering questionnaires to customers and an in-depth interview with the staff of the company. The results obtained from the data collection were subjected to descriptive analysis. The objectives of the research was to: To investigate the role social media played in the process of brand awareness, to identify the various types of social media available to Papaye in creating brand awareness, to determine the effectiveness of social media and its impact on brand awareness and the resultant share of market for Papaye Fast Foods and to determine the challenges and solutions to the use of social media in marketing of Papaye Fast Foods products. What was considered more important by the company in the case study was to integrate social media in the communications and Public Relations strategy, a task which is actually being pursued at this moment. The findings presented in this study conclude that even though social media is effective in creating brand awareness as a marketing and advertising channel, it cannot be implemented in isolation without augmenting it with other forms of traditional advertising channels. The implications are that social media alone as of now cannot on its own create brand awareness.