THE EFFECTS OF TRADITIONAL AND SOCIAL MEDIA ON BRAND AWARENESS: A CASE STUDY OF COCA-COLA IN MWANZA, TANZANIA
This study explores the influence of traditional and social media channels on brand awareness, focusing specifically on Coca-Cola in Mwanza, Tanzania. The primary objectives are to examine the relationship between exposure to traditional media (such as television, radio, and print) and brand awareness, and to analyze the effect of social media engagement on consumer perception and recognition of Coca-Cola. Employing a quantitative research design, a structured survey was distributed to a random sample of 385 consumers in Mwanza, achieving a 73% response rate. Statistical analysis, including correlation and regression, reveals a significant impact of both traditional and social media on brand awareness. Findings indicate that while traditional media remains effective, social media engagement has emerged as a potent force in shaping consumer perceptions. This study contributes to understanding media effects on brand awareness within the Tanzanian context, offering insights for strategic marketing approaches in emerging markets. Practical implications highlight the need for Coca-Cola and similar brands to balance traditional advertising with robust social media engagement strategies to optimize brand recognition.
Keywords: Traditional media, social media, brand awareness.
