Abstract:
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ABSTRACT
Social media marketing has become the most preferred advertisement method in the wake of
internet development. Business outlets have realized the use of online platforms to promote
their services and products. This study investigated the effect of social media marketing
strategies on brand awareness of the natural hair brands operating in Arusha City-Tanzania. To
achieve this, primary data were collected using semi-structured questionnaires. The
questionnaires were physically administered to a sample of 155 customers who are served by
the selected brands. Data was analyzed through frequencies, percentages, mean, standard
deviations, and regression analysis. The study identified social media marketing activities,
including posting educational content, providing information about prices of products, posting
information about product delivery, advertising about natural hair products, and providing
information about business offices of natural hair brands, and sharing product reviews. The
study findings showed that social media marketing positively affects brand cognition by
providing information about the prices of products, the contact information of natural hair brands,
and the business locations of natural hair brands. Moreover, social media marketing has an
effect on brand cognitive by facilitating customers understand how to use products and gain
information about natural hair products and services. The findings also showed that social
media marketing has a positive effect on brands affective through influencing them to like
products posted on social media, influencing them to develop interest in purchasing products,
establishing emotional connections with brands, developing trust towards brands, and
connecting with like-minded consumers. The study findings showed that respondents confirmed
that social media marketing has effect on brand conative through buying products and services
from natural hair brands, influencing behavior changes in consuming hair products, influencing
loyalty to natural hair brands, influencing purchasing decisions, influencing response to call to
action in purchasing natural hair products
