Investigating the Impact of Digital Marketing on Brand Awareness

Abstract

The progress in information technology has significantly impacted the implementation of marketing strategies in the industry, resulting in the emergence of many platforms and techniques to enhance consumer brand recognition. Commonly employed in diverse industries within our rapidly advancing technology, digital marketing tactics encompass search engine advertising, social media marketing, content marketing, and email marketing. This article offers a comprehensive examination of the correlation between different digital marketing methods and brand awareness. Considering this, the research methodology employed in this study is correlation and regression, and the main dataset utilized consisted of information collected from 115 digital media consumers. The data was assessed using the SPSS 29. The notion underwent testing, and the findings unveiled a substantial and favorable correlation between digital marketing and brand awareness. The study can be extended by incorporating data from diverse age groups, geographic areas, and more digital marketing tactics that were not explored in this particular study.