CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

In today's competitive environment, branding is an important competitiveness factor that

differentiates similar goods and services which are produced by different firms in the minds of
the consumers and makes them preferable for consumers. The brand, while reflecting an
authenticity, value and commitment to the goods and services which are introduced to consumers
for businesses, has a function ranging from reducing the risks related to goods and services for
consumers and establishing social bonds without expressing their identity. In this regard,
businesses that achieved to become a brand have been differently categorized in terms of goods
and services they offer among other businesses. They have a special position in consumers’ mind
and build a business identity. The construction of this identity is directly proportional to the
communication between the brand and the consumer.

The greater the power of communication between the brand and the consumer, the higher the
consumer's brand preference and brand loyalty. In any case, the crucial thing about branding is
that the strong relationship that established with consumers has the power to direct choice of the
consumer and loyalty (Kotler and Armstrong, 2004). Therefore, businesses are carrying out
studies to attract consumers’ attention, to be permanent in their minds, to create a positive brand
image and to increase brand loyalty by applying all the communication channels they have in
brand communications in order to create brand value or to protect brand value. One of the
common channels of communication that companies have recently applied in their marketing
activities is social media. Social media can be defined as an online application program,
platform, or mass media tool that facilitates interaction, collaboration, or content sharing
between users in general (Kim and Ko, 2012). The effect of social media on consumer’s
behavior includes a wide spectrum of activities ranging from informing, sharing ideas and
attitudes to acquire awareness and understanding, and visualize post-purchase behavior without
purchasing (Tatar and Erdogmus, 2016).

This leads businesses to be more interactive in marketing communications and to find innovative
applications to make products and brands more affordable through online marketing efforts via
social media communication channels. These practices, which express social media marketing
activities, include actions that encourage consumers to choose products and brands and that
target marketing messages to other consumers online. Thanks to social media marketing
activities, businesses can perform activities such as creating their own personal brand profiles
and introducing online customer service, product information and special offers in a simple,
cheap, and continuous way (Breitsohl et al., 2015). In addition, with a very low cost, informing
customers is very functional in terms of familiarity and brand awareness that products and brands
of businesses appear on social networks where millions of users sign in (O'Flynn, 2017).
According to McKinsey (2007), marketers are aware of the opportunities and appealingness that
social media has presented as part of its marketing strategy. In research, it has been stated that
social media marketing activities are significant parts of branding actions for businesses
(Tsimonis and Dimitriadis, 2014). However, in these studies, it has been observed that social
media marketing activities generally focus on customer satisfaction and the effects on
customers' behavioral intentions (Simona and Tossan, 2018).

1.2 STATEMENT OF THE PROBLEM

Due to the more effective use of social media tools and the further advancement of the internet,
marketing efforts of brands have nowadays become more personal, fun, attractive and social,
little or no research has been done on how social media advertising affects the awareness of
consumers concerning Glovo as the brand has gone from the startup level to a well known brand.
There are several factors that increase brand awareness one of which the social media (Facebook,
twitter, instagram etc.) is a major factor. It is therefore interesting to examine how Glovo have
used social media to boost awarness.

1.3 OBJECTIVES OF THE STUDY

The aim of this research is to examine how social media advertising has helped Glovo create
brand awareness. The objectives of this research are to:

i. Examine the effect of social media advertisement on brand awareness il. Reveal the
significance of brand advertisement
ii. Know what social media in particular is used more in the area of advertisement.
In this respect, social media marketing activities, brand awareness, brand image and brand
loyalty concepts have been included in the literature. Then, research hypotheses have been
explained. The population of research, sampling, data collection tools, and data analysis
techniques have been pointed out in the method part. After that, the findings obtained from the
data analysis have been included. At final part, the results of the research findings have been
explained and recommendations have been introduced for practitioners and researchers.

1.4 RESEARCH QUESTIONS

i. In what ways do social media advertisement activities affect brand awareness?

ii. How do social media advertisement activities affect brand image?
iii. What social media is often used more for creating brand awareness?

1.5 RESEARCH HYPOTHESES

In parallel with the research questions, research hypotheses that have been determined are as
follows:

H1: Social media advertisement activities affects brand awareness.

H2: Social media advertisement activities affects brand image.
H3: All existing social media applications can be used for creating awarness.

1.6 SIGNIFICANCE OF THE STUDY

Social media is an online media, where the users can easily participate, share, and create any
content such as banner, posters, videos and advertisement. Many companies use these social
media as a tool to promote their products and make customers aware with their brand. On the
other hand, not all companies succeed to market their products and make their products are at
their customers’ awareness. This research is significant in the sense that it exposes the
correlation between social media communication marketing with a company’s brand awareness,
Glovo in particular.
1.7 SCOPE OF THE STUDY

In order to test hypothesis listed above, the study will use Glovo as a case study, their users in
particular will be the respondents for this research as their opinion, mode of awareness etc. will
be examined.

1.8 DEFINITION OF TERMS

Social Media: Social mediaare interactive technologies that facilitate the creation, sharing and
aggregation of content (such as ideas, interests, and other forms of expression) amongst virtual
communities and networks. The term social in regard to media suggests platforms enable
communal activity. Social media enhances and extends human networks. Users access social
media through web-based apps or custom apps on mobile devices. These interactive platforms
allow individuals, communities, and organizations to share, co-create, discuss, participate in, and
modify user-generated or self-curated content.

Brands: Brands are used in business, marketing, and advertising for recognition and,
importantly, to create and store value as brand equity for the object identified, to the benefit of
the brand's customers, its owners and shareholders. Brand names are sometimes distinguished
from generic or store brands. The practice of branding in the original literal sense of marking by
burning is thought to have begun with the ancient Egyptians, who are known to have engaged in
livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate
one person's cattle from another's by means of a distinctive symbol burned into the animal's skin
with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol
could deduce the actual owner. The term has been extended to mean a strategic personality for a
product or company, so that "brand" now suggests the values and promises that a consumer may
perceive and buy into. Over time, the practice of branding objects extended to a broader range of
packaging and goods offered for sale including oil, wine, cosmetics, and fish sauce and, in the
21st century, extends even further into services (such as legal, financial and medical), political
parties and people's stage names.

Awareness: Awareness is a relative concept. It may refer to an internal state, such as a visceral
feeling, or on external events by way of sensory perception. It is analogous to sensing something,
a process distinguished from observing and perceiving (which involves a basic process of
acquainting with the items we perceive). Awareness can be described as something that occurs
when the brain is activated in certain ways, such as when the color ‘red is seen once theretinais
stimulated by light waves. This conceptualization is posited due to the difficulty in developing an
analytic definition of awareness or sensory awareness. Awareness is also associated with
consciousness in the sense that it denotes a fundamental experience such as a feeling or intuition
that accompanies the experience of phenomena. Specifically, this is referred to as awareness of
experience.

Marketing: Marketing is the act of satisfying and retaining customers. It is one of the ° primary
components of business management and commerce. Marketing is usually conducted by the
seller, typically a retailer or manufacturer. Products can be marketed to other businesses (B2B)
or directly to consumers (B2C). Sometimes tasks are contracted to dedicated marketing firms,
like a media, market research, or advertising agency. Sometimes, a trade association or
government agency (such as the Agricultural Marketing Service) advertises on behalf of an
entire industry or locality, often a specific type of food (e.g. Got Milk?), food from a specific
area, or a city or region as a tourism destination.

Customers: In sales, commerce, and economics, a customer (sometimes known as a client,

buyer, or purchaser) is the recipient of a good, service, product, or an idea, obtained from
aseller, vendor, or supplier via a financial transaction or an exchange for money or some other
valuable consideration.
 CHAPTER TWO

LITERATURE REVIEW

2.0 PREAMBLE

2.1 CONCEPTUAL FRAMEWORK

2.1.1 SOCIAL MEDIA ADVERTISING

Today 4.2 billion out of the 7.8 billion people worldwide actively use social media (We Are
Social, 2022). Companies are investing more in social media marketing to promote their services
or products (Baum et al., 2019). Companies take social media into account, in addition to
traditional advertising domains when planning their advertising budgets. Advertising
expenditures for social media are estimated to reach $173 billion in 2022 (Hootsuite, 2022).
Although social media has become an integral part of everyday life, the results of social media
marketing campaigns are sometimes unsatisfactory. This shows the reason why social media
advertisements need to be properly designed with the creating content to appeal to consumers.
However, it is necessary to measure how social media advertisements are perceived by the
consumer and whether they have the desired effect on the consumer. Occasionally, some social
media advertisements simply fail, as social media advertising is inherently slightly different from
traditional advertising channels (Dehghani et al., 2019). Advertising value is the subjective
opinion of consumers about how useful and successful an advert is. When it is possible to
measure how advertisements are perceived by consumers, insights can be gained into the
effectiveness and overall success of an advertisement (Ducoffe, 1995). Ducoffe’s advertising
value model is often used in literature to solve this measurement issue.

Social media has rapidly gained popularity in recent years. Social media is an important social
media platform that was launched on October 6, 2010. With the Social media application, users
take photos or videos of special moments in their lives and share them with their followers (Hu
et al., 2014). About 100 million photos and videos are shared every day on this platform which
attracts more and more users. After Facebook bought Social media for $1 billion in 2012, Social
media has grown and changed significantly. The number of users rose from 80 million in 2012 to
2 billion in 2022 (Statista, 2022). Brands are expected to spend $10 billion on Social media
Advertising in 2022 (Kusumasondjaja, 2019).Consumers are often exposed to new services,
products and new brands (Sirkeci, 2018). With the increase in digital marketing, consumer
perceptions have also changed (Bhagat, 2021). After all, advertisements are about creating
perceptions. Through such efforts, companies want consumers to perceive their brands
differently than other brands. This is possible through advertising, especially in marketing
communication (Ercis, 2016). It is possible to define social media as social platforms where
users share their information, manners, areas of interest through the internet or mobile systems.

These social platforms generally include chat rooms, discussion forums, location based services,
social network services, social guides, social bookmarking, social reputation networks, weblogs,
blogs, podcasts, video-casts, wiki’s, and applications such as Facebook and Twitter (Eréz and
Dogdubay, 2014). Social media advertising is a form of digital advertising where advertisers pay
to reach their target audiences on platforms like Facebook, Instagram, TikTok, and LinkedIn. It
allows businesses to promote content and engage with potential customers effectively. Key
aspects include:

 Ad Formats: Various formats that blend naturally into users’ feeds.

 Paid Reach: The number of people who see your ads is referred to as your "paid reach".
 Strategy: It involves running paid advertisements to attract interested leads and drive
traffic to your business.

Companies make it easier for their brands to reach target markets through ad channels in social
media and aim to become more permanent by increasing their brand-consumer interactions (Dib
and Alhaddad, 2015). Factors that are effective in companies preferring social media
advertisements can generally be listed under four main titles. These are (Todi, 2008):

i. Opportunity to access mass audiences through social media,

ii. Comparatively lower levels of cost compared to traditional advertisement practices,
iii. Creation of advertisement strategies according to features of target audiences,
iv. Further increase in the time spent by consumers online.

2.1.2 CONCEPT OF BRAND AWARENESS

Brand awareness refers to the level of consumer recognition, acceptance, and recall of a brand in
any case (Perreault et al., 2013). According to Aaker (1991) brand awareness is “the ability of a
potential buyer to recognize or recall that a brand is a member of a certain product category”.
Keller (2009) has stated that brand awareness is about track or crowd power in consumers’
memories that reflect consumers' ability to remember or recognize a brand in different
conditions. Brand awareness reduces the time and risk that consumers will spend searching for
the product that they will buy (Verbeke et al., 2005). In this respect, consumers are expected to
choose the brand that they have information. Aaker (1996) has stated that brand awareness
consists of four levels: brand recognition, brand recall, top of the mind brand and dominant
brand. Brand recognition is associated with brand familiarity of the consumer while brand recall
is the thinking the brand at first when a range of product is introduced (Farjam, 2015). Being a
brand that comes to mind at first refers to becoming the most aware of brand in product category.
The level of brand dominance refers to the level at which the brand replaces the product category
(Aaker, 1996).

What is Top of Mind?

The expression top of mind refers to the first brand that spontaneously comes to mind to users
when asked about a specific sector. Being a reference brand is very important in the work of
branding and notoriety, although it does not ensure the acquisition as there is the influence of
other factors such as price, quality, accessibility, etc. The main advantage for companies that
manage to be top of mind of consumers is that their messages reach their target audience more
easily and sometimes it is enough for them to do brand reinforcement work to remain a
reference. The popularity of some of these brands is so great that we came to use their name to
directly name the product. This is the case, for example, of Coca-Cola, Kleenex or Rimmel.
Companies make enormous time efforts to stand out among their competitors and reach the top
of mind. In addition, this is not a lifetime position so once you reach the top, the work to stay is
just as difficult or more. In some cases this concept has become a metric, calculated as the
percentage of consumers for whom a brand is a reference in their mind.

Below the top of mind there is another category, assisted notoriety, which refers to those brands
whose name we do not remember spontaneously but that we immediately link to the sector to
which they belong as soon as they mention their name. In contrast to the concept of Top Of
Mind, many brands prefer to bet on the MOT (Moment OF truth), which advocates providing
value for the customer at the right time. ([Link], 2025)

What is Brand Dominance?

Brand dominance is when one brand rules over others in its market. You see it everywhere, from
tech giants to soda companies. It’s like being the king of the hill in your neighborhood.
Customers think of that brand first, and others follow along. A dominant brand effortlessly
stands out among competition, capturing the attention and trust of consumers with your
compelling offerings and consistent quality. You achieve it by building a reputation for
trustworthiness and reliability that resonates with your audience. Therefore, it is more than just
being top of mind; it’s about owning your market. The goal is to surpass competitors and earn
unwavering loyalty, establishing your brand as the go-to choice for consumers. In other words,
brand dominance requires more than just market share or revenue it’s about shaping perceptions
and building strong emotional connections with your customers. Think about iconic brands like
Apple or Nike. It’s not just about their products; it’s about the lifestyle, the values, and the
identity they represent. You're not just buying a phone or a pair of shoes; you're buying into a
whole world of aspiration and belonging. When you dominate a market, you become
synonymous with excellence and trust. Customers don’t just choose you; they choose you
repeatedly because they believe in what you stand for. That’s the ultimate power of brand
dominance: creating a tribe of loyal followers who wouldn’t dream of going anywhere else. It is
a never-ending adventure that requires continuous evolution and adaptation. You need to deliver
on your promises time and again. To stay ahead of the curve, you must anticipate market shifts
and embrace innovation to maintain your competitive edge.

Investing in research, development, and strategic marketing initiatives reinforces your brand’s
dominance and solidifies your position as an industry leader. Ultimately, brand dominance is
more than just transactions — it’s about forging lasting connections with your customers and
crafting a memorable impact that sets you apart from the competition.

Brand awareness is defined as the power of qualities such as the name, symbol and logo of a
brand that are created in the minds of consumers in order for them to define and remember a
brand (Keller, 1993). Another definition defines it as the skill of a brand to be selected among
product categories given to consumers in order for them to remember it. Brand awareness is
defined as two-dimensional. These are assessed as the skills of consumers to recognize and
remember a brand (Hoeffler et al., 2002). Brand recognition is defined as consumers being able
to distinguish a brand because they have previously seen or heard about it. Brand recall is for a
brand to be remembered first when a product is needed in order to satisfy certain needs. As a
result, as a component of brand recognition and brand recall, brand awareness defines brand
loyalty as the main element to simplify consumer choice and has a positive impact on purchasing
tendencies of consumers by undertaking quite an important role in terms of brand image (Vural

2016).

2.1.3 BRAND IMAGE

Brand image is the perception that is created in the minds of consumers as a result of various
communications in the form of a meaningfully organized series of association. Brand image is
defined as how a brand is perceived by consumers in respect of the benefits or characteristics it
offers (Keller, 1993). In a similar definition, brand image was defined as “a holistic picture in the
minds of consumers in relation to the brand”. Brand image is said to encourage consumers to
purchasing the brand when it has a positive opinion in the consumers mind and abstain from
buying the brand when the opinion is negative.

Brand awareness is a reflection of a brand’s concrete indicators such as name, sign, symbol, and
slogan, while the brand image is brand's position in the consumer's mind beyond these signs.
Iversen and Hem (2008) have stated that the brand image represents consumers’ personal
symbolism consisting of all the definitions and evaluations related to the brand. Keller
(2009:143) has defined brand image as "consumer perceptions of and preferences for a brand, as
reflected in various types of brand associations held in consumers’ memory." The brand image
contains information and ideas that a consumer has about the different products of the brand and
the features of the product (Lee et al., 2011). The mental image that consumers have about a
brand has formed as a result of marketing communication, consumption experience and social
effects (Riezebos, 2003: 63). The effect of these factors on consumers’ minds influence
consumers attitude towards brand and trust (Yang et al., 2011) and the effect of brand messages
on consumers’ mind (Selnes, 1993).
2.1.4 BRAND ATTITUDE

One of the broadest definitions of attitude is the consistent tendency of positive or negative
behavior that is learned in relation to any object (Schiffman 2007, 238). Attitude towards a brand
can also be defined as a general assessment of a consumer in relation to a brand. Brand attitude
consists of constant, positive or negative general assessment and effective behavior in relation to
a brand that are defined as a certain measurement of brand preference. The attitude can impact
behavior and vice versa. Attitude of consumers towards a brand is assessed as the most important
determinant in decisions of purchasing power.

2.1.5 BRAND LOYALTY

The concept of brand loyalty is defined as the faith of the consumer in the brand. The fact that
consumers detect deterministic aspects of a brand and are affected by them results in an increase
in the loyalty towards that brand. Brand loyalty is defined as a deep loyalty of consumers
towards constantly buying a specific brand despite the marketing effort that could impact their
purchasing decisions. Brand loyalty is an important marketing tool for companies and brands in
order to establish long-term consumer relations in the highly competitive market conditions of
our times. Companies and brands attach importance to retaining customers as much as acquiring
them in the marketing environment of our present day where marketing is far beyond product
orientation.

The positive effect of loyal customers on business performance (Lee et al., 2003) in competitive
markets of our age (Anderson and Mittal, 2000; Perreault et al., 2013:19), in the condition where
the cost of acquiring new customers is higher than retaining current customers (Lee et al., 2003;
Kumar et al., 2011; Keisidou et al., 2013) are gradually increasing the significance of customer
loyalty. Customer loyalty is the commitment of a customer to repurchase a firm's products and
services, despite all actions of competitor businesses and to commit to become a client of that
business on a regular basis in the future (Dick and Basu, 1994; Oliver, 1999). In parallel, brand
loyalty is a repurchase behavior that reflects a conscious decision when the consumer continues
to purchase the same brand (Solomon, 2011: 646). Schiffman et al. (2010: 468) have expressed
brand loyalty as consumers who prefer to purchase or purchase the same brand consistently in a
particular product or service category.
Purchasing the same brand by customers shows the behavioral aspect of loyalty (Lam et al.,
2004; Jones and Taylor, 2007). Reichheld and Schefter (2000) have stated that customers who
demonstrate behavioral loyalty to a brand are skilled for acquiring new customers beyond they
have low price sensitivity and they purchase more. Positive sharing about the brand by
customers, recommending the brand to the potential customers and encouraging them to
purchase it can be listed as attitudinal aspect of the loyalty. Bloemer et al. (1999) have stated that
loyalty also has a cognitive aspect as well as being the first to come to mind and price tolerance.
Behavioral loyalty to the brand provides direct income to the business, while altitudinal and
cognitive loyalty enhances the tendency to give reliable recommendations to people in their
environment and plays a crucial role in catching new customers. In this respect, brand loyalty is a
significant non-material asset for businesses (Moisescu, 2014; Jiang and Zhang, 2016).

2.2 THEORETICAL FRAMEWORK

A theoretical framework is a conceptual model that outlines the relationships between variables,
assumptions, and theories that guide research. It serves as a foundation for understanding a
particular phenomenon or problem, helps researchers design and conduct their research, and
analyze and interpret their findings.

2.2.1 SOCIAL MEDIA MARKETING ACTIVITIES

Social media is the online environment where people with common interests come together to
share their thoughts, comments and ideas (Weber, 2007: 4). The use of these online
communication platforms based on the usage of the Internet and mobile-based technologies in
marketing actions by businesses is critical in two aspects. The first is the effect that consumers
have on their products and brands and the share they create on other consumers (Chen et al.,
2011). Research has shown that social media influences the intention of trust and purchasing and
facilitates sharing of knowledge and experience among consumers (Hajli, 2013). Many
businesses use online interactions among their users by encouraging their customers to share
their purchases (So et al., 2017) with simple clicks using their chosen social media channel.

Second, social media is utilized by businesses as a platform through in which direct marketing
actions are carried out. In this sense, social media is pushing the boundaries of time and space in
the interactions of businesses with potential consumers and promoting the feeling of closeness
(Mersey et al., 2010). By means of social media tools, businesses have an opportunity to
advertise product and brand promotions, promotions and advertisements at low cost to their
customers and receive feedback from them (Hanna et al., 2011). In their research, Tsimonis and
Dimitriadis (2014) have found that social media is at the center of today's business strategy and
popularity of social media, cost-cutting measures and activities of competitors on social media
motivate marketers to carry out social media marketing activities. It is only possible for social
media to have a functional role in the marketing actions of businesses with framing, defining and
applying marketing activities in an effective way on social media. One of the leading
classifications of social media marketing activities has been carried out by Kim and Ko (2012).
Kim and Ko (2012) have categorized social media marketing activities for luxurious brands as
entertainment, interaction, trendiness, customization, and word of mouth communication.
Koivulehto (2017) has added the purchase intention to these components. Seo and Park (2018)
have defined social media marketing activities in airline Entertainment is a crucial component
that encourages participant behavior and the continuity of follow-up, which creates positive
emotions/feelings about the brand in the minds of followers on social media (Kang, 2005). Even
if the reasons for using social media differ, individuals emphasize that the content which arouses
the attention of them who finds the content amusing and pleasing (Manthiou et al., 2013). In this
respect, with providing entertaining shares, businesses should encourage liking and sharing of
large number of individuals and be able to turn it into advantage (Schivinski, 2015). Social
media is becoming the newest and up-to-date source of information for customers (Hamid et al.,
2016) because information is simultaneously shared in real time on the social media. Unlike
traditional mass communication channels, social media facilitate the interaction, content sharing
and collaboration of businesses with their customers (Wang, 2012). By utilizing social media as
interactive communication between business and customer, it is possible to obtain requests and
needs of customers, their opinions and suggestions on the product and brand in real time
(Vukasovic, 2013). Trendiness as another component of social media marketing activities means
introducing the latest/current information on products for customers (Godey et al., 2016). The
advertising as a component refers to advertising and promotional campaigns that businesses have
made through social media to increase sales and develop customer portfolio. Findings (Duffett,
2017) on the effects of social media advertisings on perceptions and awareness of the customers
have shown that advertising is one of the significant part of social media marketing activities
(Mangold et al., 2009). The customization as a component is the act of creating a customer
satisfaction based on the contact of the business with individual users (Seo et al., 2018).
Businesses on the social media can transfer the uniqueness of the product and brand to the
customers by means of peer to peer communication. And they can deal with their individual
problems and can be influential on product and brand preferences by making touches that will
make them feel important.

THE DAGMAR MODEL

Russell Colley created DAGMAR - which stands for “Defining Advertising Goals for Measured
Advertising Results”, to measure objectives at each stage of communication. He created this for
the Association of National Advertisers. DAGMAR helps in identifying the objectives of
advertising and focuses to measure the results of an advertising campaign.

2.3 EMPIRICAL REVIEW

In Bilgin Y. (2018), on the research titled The Effect Of Social Media Marketing Activities
On Brand Awareness, Brand Image And Brand Loyalty, the research examined at the effect
of social media marketing activities on brand awareness, brand image and brand loyalty. In
addition, it has been aimed to analyze the effect of brand awareness and brand image on brand
loyalty in this research. The population of the research consists of the consumers who actively
follow five brands with the highest social score according to the Marketing Turkey social media
brand performance data on social media communication channels such as Facebook, Twitter and
Instagram. In this research, quantitative method has been used and research data has been
obtained via online questionnaires shared on social media from 547 brand followers with
applying convenience sampling method. The obtained data have been analyzed by structural
equation modeling (SEM). As a result of the analysis, social media marketing activities have
been found as effective factors on brand image and brand loyalty, besides it has been determined
that the most obvious effect seen on brand awareness. In addition, it has been found out that
brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the
research, it has been achieved that the brand awareness has a limited effect on the brand image.
The research concluded that in today's information age, social media has become an integral part
of daily life as a communication channel in which consumers reflect their consumption habits,
preferences, opinions, likes and experiences in their own eyes and interact with other users. This
widespread communication area where consumers interact with each other and with other users,
offer significant opportunities for product and brand communication actions, such as cost, time
and ease of reaching large consumer masses. For this purpose, many businesses create their own
brand profiles on social media communication channels and develop activities that will engage
consumers with content sharing such as online product information, discounts, advertisements
and promotions. This research has been conducted to determine whether marketing activities on
social media are effective in consumers’ brand awareness, brand image perceptions and brand
loyalty.

When the components that form social media marketing activities are examined, the most
significant social media marketing activities are found out as customization and entertainment.
Social media marketing activities which have been valued as the lowest by the consumers are
trendiness and interaction. It can be considered that components such as trendiness and
interaction have been attached importance at a low level by the consumers, since these
components are regarded as requisites of social media communication. These results have
indicated that businesses that intend to establish and maintain a successful brand communication
on social media attach importance to individual communication with customers and paying strict
attention to content sharing about the brand with considering being interesting and entertaining
rather than regarding currentness, advertisement, and content of promotion. In researches
conducted by Kim and Ko (2012) and Seo and Park (2018), it has been revealed that
entertainment is a significant component of social media marketing activities. However, the
finding claimed by Seo and Park (2018) has pointed out that trendiness is the most considered
component for the consumers in social media marketing activities the result obtained in this
research has differed from this finding.

Analysis results have shown that social media marketing activities have a significant effect on
consumers' brand awareness, brand image and brand loyalty. This result has been complied with
the results of the researches conducted by Godey et al. (2006), Kim and Ko (2012), Duffett
(2017) and Seo and Park (2018).
Furthermore, the effect that social media marketing activities have on customers is mostly
appears in brand awareness. In other words, social media marketing activities are significant
awareness tools in terms of reminding consumers and staying in their minds. Nevertheless,
findings have shown that brand awareness does not reflect on brand image and brand loyalty that
perceived by the consumers who are at similar level. The limited effect of brand awareness on
the brand image has obviously established this result. Beyond this, it has been determined that
the level of effect is lower in the research, although brand awareness and brand image are
significant for consumers’ brand loyalty.

It is an interesting and remarkable result that profound effect of social media marketing activities
on brand awareness does not reflect on the brand image and brand loyalty. It has been thought
that the reason behind that the consumers follow the brands that they are already familiar with on
social media. In other words, as consumers follow a brand in the social media, they create brand-
related content, or share their experiences and it means that they reflect brand image and brand
loyalty in their minds. Moreover, since consumers have a certain image in their minds or follow
brands that they are loyal, social media marketing activities may not be effective enough to
create a positive brand image and brand loyalty in consumers’ minds. In this respect, it has
proposed that social media marketing activities should be considered as activities that support the
brand value and social media marketing activities should be integrated to traditional brand
communication studies by businesses which plan to start up social media marketing activities.
The results of this research have been obtained from consumers who follow five brands from
five different sectors with the highest social score as of January 2018 on Facebook, Twitter and
Instagram according to social media brand performance data of Marketing Turkey.

In researches that will be carried out, reflections of social media marketing activities of the
brands belong to similar product groups on the consumers can be focused on. Furthermore, the
effects of interactions of consumers about a product group or a brand that exist (independently of
business) on brand awareness, brand image, and brand loyalty on social media can be examined.
In addition, the researches that will be conducted can include social media channels such as
WhatsApp, Google+, YouTube, and LinkedIn thus, the effect of social media on consumers’ .
brand preferences can be studied on a wide scale. Bulut et al. (2019) revealed that due to the
more effective use of social media tools and the further advancement of the internet, marketing
efforts of brands have nowadays become more personal, fun, attractive and social. This study
analyzes the impact of social media advertisement awareness on brand awareness, brand image,
brand attitude and brand loyalty. Participants of the study consisted of 390 students currently
enrolled at Van Yiiziincii Yil University. The research model and hypothesis built for the
purpose of the study were tested with structural equation modelling. Results of the analyses
concluded that social media advertisement awareness has an impact on brand awareness, brand
awareness has an impact on brand image, brand image has an impact on brand attitude and
brand attitude has an impact on brand loyalty.

The study that was conducted in order to analyze the impacts of social media advertisement
awareness on brand awareness, brand image, brand attitude and brand loyalty variable of
university students, correlations among social media advertising awareness and brand attitude,
brand image, brand awareness and brand image and brand attitude; brand attitude and brand
loyalty were tested through a structural equating model. It was seen that the model established as
per the research was strongly supported. Results and recommendations of the research are given
below; While a positive and meaningful correlation was found between social media
advertisement awareness and brand awareness, a meaningful correlation was not found between
social media advertisement awareness and brand image.

It was concluded that social media advertisement practices of brands were an effective factor in
establishing brand awareness. Nyekwere [Link] (2013), Elaydi (2018), Akbar and Ozgiil (2018)
reached similar results in explaining this relation between social media advertisement awareness
and brand awareness. However, the negative relation between social media advertisement
awareness and brand image differs from the study of Bilgin (2018). While a positive and
meaningful correlation was found between brand awareness and brand image, a meaningful
correlation was not found between brand awareness and brand attitude.

According to these results, increase in the awareness towards a brand meaningfully impacts the
image of a brand. It is understood that communication activities like promotion, advertisement
etc. of brands that aim to increase awareness in social media channels not only impact the
increase in awareness but also aid the establishment of a strong brand image. As in the studies of
Karam and Saydam (2015), Mudzakkir and Nutfarida(2015), Aberdeen [Link] (2016), the
meaningful relation between brand awareness and brand image shows similarity in this study.
However, relation between brand awareness and brand attitude was not meaningful as it was
anticipated. In this regard, these studies differ from studies of Macdonald and Sharp (2000),
Seamon [Link] (1983), Foroudi (2019) and Jung and Seock(2016). A positive and meaningful
correlation was found between brand image and brand attitude. Accordingly, increase in brand
image positively impacts attitudes towards a brand. This positive relation between brand image
and brand attitude is seen in studies of Chao and Liao (2016) and Ranjbarian et al. (2013). A
positive and meaningful correlation was found between brand attitude and brand loyalty.
According to these results, power of attitudes towards a brand increases loyalty of consumers to
the said brand. This relation is similar to studies of Liu et al, 2011, Emari et al. (2012), Yildiz,
(2013). It is observed that companies that utilize advertisement campaigns in their social media
channels by considering results of this research obtain significant privileges in creating
awareness towards their brands, along with strengthening their brand image and ensuring
positivity with regards to the attitude and loyalty towards their brands. Thus, it is recommended
for brands to exert more effective efforts in social media channel marketing to ensure easier
access especially to young consumers in the advancing world of technology.

In a study carried out by Ibrahim et al. (2024), the aim of the research is to examine how
consumer perceptions of social media advertisements affect advertising value and brand
awareness. With a rapid increase in the number of social media users over the last ten years, a
new advertising domain has become available for companies. Brands that manage social media
well in their advertising strategies can quickly influence consumer decision-making and create
awareness. However, in social media advertising, which is different from traditional advertising,
creating content should be produced and this content should be perceived in a short time by
consumers. To achieve this, it is necessary to build rapport with consumers and to present
correctly what they wish to see in advertisements by creating awareness. In view of the
increasing importance of social media advertising, the study examines how consumer
perceptions of Instagram advertisements affect advertising value and brand awareness. This
study was conducted with Generation Y consumers on the basis of their Instagram habits, a
popular social media app. For this purpose, surveys were held with 665 participants who use
Instagram. The collected data were analyzed using structural equation modeling. According to
the analysis results, Y-generation’s perceptions of Instagram advertisements have both a positive
and negative impact on advertising value and brand awareness and brand associations.

The research carried out by Yusuf (2018) The aim of the research was to examine the effect of
social media marketing activities on brand awareness, brand image and brand loyalty. In
addition, it has been aimed to analyze the effect of brand awareness and brand image on brand
loyalty in this research. The population of the research consists of the consumers who actively
follow five brands with the highest social score according to the Marketing Turkey social media
brand performance data on social media communication channels such as Facebook, Twitter and
Instagram. In this research, quantitative method has been used and research data has been
obtained via online questionnaires shared on social media from 547 brand followers with
applying convenience sampling method. The obtained data have been analyzed by structural
equation modeling (SEM). As a result of the analysis, social media marketing activities have
been found as effective factors on brand image and brand loyalty, besides it has been determined
that the most obvious effect seen on brand awareness. In addition, it has been found out that
brand awareness and brand image have a significant effect on brand loyalty. Furthermore, in the
research, it has been achieved that the brand awareness has a limited effect on the brand image.

The research concluded that in today's information age, social media has become an integral part
of daily life as a communication channel in which consumers reflect their consumption habits,
preferences, opinions, likes and experiences in their own eyes and interact with other users. This
widespread communication area where consumers interact with each other and with other users,
offer significant opportunities for product and brand communication actions, such as cost, time
and ease of reaching large consumer masses. For this purpose, many businesses create their own
brand profiles on social media communication channels and develop activities that will engage
consumers with content sharing such as online product information, discounts, advertisements
and promotions. This research has been conducted to determine whether marketing activities on
social media are effective in consumers’ brand awareness, brand image perceptions and brand
loyalty. When the components that form social media marketing activities are examined, the
most significant social media marketing activities are found out as customization and
entertainment.
Social media marketing activities which have been valued as the lowest by the consumers are
trendiness and interaction. It can be considered that components such as trendiness and
interaction have been attached importance at a low level by the consumers, since these
components are regarded as requisites of social media communication. These results have
indicated that businesses that intend to establish and maintain a successful brand communication
on social media attach importance to individual communication with customers and paying strict
attention to content sharing about the brand with considering being interesting and entertaining
rather than regarding currentness, advertisement, and content of promotion. In researches
conducted by Kim and Ko (2012) and Seo and Park (2018), it has been revealed that
entertainment is a significant component of social media marketing activities. However, the
finding claimed by Seo and Park (2018) has pointed out that trendiness is the most considered
component for the consumers in social media marketing activities the result obtained in this
research has differed from this finding. Analysis results have shown that social media marketing
activities have a significant effect on consumers' brand awareness, brand image and brand
loyalty. This result has been complied with the results of the researches conducted by Godey et
al. (2006), Kim and Ko (2012), Duffett (2017) and Seo and Park (2018).

Furthermore, the effect that social media marketing activities have on customers is mostly
appears in brand awareness. In other words, social media marketing activities are significant
awareness tools in terms of reminding consumers and staying in their minds. Nevertheless,
findings have shown that brand awareness does not reflect on brand image and brand loyalty that
perceived by the consumers who are at similar level. The limited effect of brand awareness on
the brand image has obviously established this result. Beyond this, it has been determined that
the level of effect is lower in the research, although brand awareness and brand image are
significant for consumers’ brand loyalty. It is an interesting and remarkable result that profound
effect of social media marketing activities on brand awareness does not reflect on the brand
image and brand loyalty. It has been thought that the reason behind that the consumers follow the
brands that they are already familiar with on social media. In other words, as consumers follow a
brand in the social media, they create brand- related content, or share their experiences and it
means that they reflect brand image and brand loyalty in their minds. Moreover, since consumers
have a certain image in their minds or follow brands that they are loyal, social media marketing
activities may not be effective enough to. create a positive brand image and brand loyalty in
consumers’ minds. In this respect, it has proposed that social media marketing activities should
be considered as activities that support the brand value and social media marketing activities
should be integrated to traditional brand communication studies by businesses which plan to start
up social media marketing activities.
 CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.0 PREAMBLE
3.1 RESEARCH DESIGN

The choice of any research method to be used in any study depends on the objectives of the study
and/or the nature of the problem under investigation. Research design according to Ozo, Odo,
Ani and Ugwu (2007:173) as the analyzing the data necessary to help solve the problems at
hand, such that the difference between the cost of obtaining various levels of accuracy and the
expected value of the information associated with each level of accuracy is maximized. In
Ogbuoshi (2006:144) research design is an outline or scheme that serve as a useful guide to the
researcher in his/her efforts to generate data for his/her study. While in kotler and keller
(2006:98) designing a research plan calls for decisions on the data sources, research approaches,
research instruments, sampling plan and contact methods. Therefore, this study would adopt,
survey method which according to Udeze (2005:76) involves asking respondents through
administering of questionnaire in a research exercise like this, and such respondents must have
had experience in the phenomenon under study.

3.2 POPULATION OF THE STUDY

Population in research means the totality of the objective of study in a giving location (Ozo, et al
2007:179). The idea of determining the population is to give the research focus. The population
of the study must be clearly defined and identified. Three hundred (300) Glovo customers in
Yabatech will form the population of this study.

3.5 METHOD OF DATA COLLECTION

3.5.1 QUESTIONNAIRE
Kotler (2005:133) states that a questionnaire consists of a set of questions presented to
respondents while Ogbuoshi (2006:119) say the questionnaire is a useful tool in getting the
feelings, beliefs, experiences or activities of respondents. The questionnaires are carefully
designed using simple vocabulary administered to respondents. Ti s is a closed ended questions
(with alternative options) that is concise, brief and precise so as to obtain the needed information
for this study.
3.6 VALIDATION OF RESEARCH INSTRUMENT

Designing the research instruments is one of the most important exercise involved in a research
instruments that is said to be a formularized schedule for obtaining and providing specified and
relevant information with tolerable accuracy and completeness (Ozo et al 2007:198) certain
techniques were incorporated into the questionnaire to test its validity in respect of the research
instruments that were used in the response elicited.

3.7 RELIABILITY OF THE INSTRUMENT

The reliability of the instrument was determined by testing the questionnaire in two occasions to
the same respondents and paring the two questionnaires completed by each respondent. The
responses were compared and found to be highly consistent. This showing that the instrument
was reliable.