Brand Awareness and Promotion in Social Networks Based on the Example of a Lithuanian Supermarket Chain

Abstract

With the rapid spread of technology, consumers spend most of their free time on computers, smartphones, and social networks. It is becoming increasingly difficult for businesses to reach the consumer directly, and more and more businesses are reorganizing all or part of the electronic space. This process was particularly evident during the COVID-19 pandemic. Merchants are discovering ever new ways to present their goods and services. Thus, the changing needs of the user also change the means of promotion. However, the question constantly arises, what factors influence one or another consumer's choice, what increases the brand awareness, how to promote it most effectively on social networks?
 We carried out a systematic and comparative analysis of the concepts published in the scientific literature, a study of the brand, brand awareness, brand promotion concepts, and factors increasing brand awareness.
 The article aims to identify the factors that increase brand awareness and, based on the results of the Eye-tracking system research, to make suggestions for increasing brand awareness on social networks.
 Research methods: a systematic and comparative analysis of concepts and methods published in the scientific literature, statistical processing, expert survey, research of the Eye-tracking system, multicriteria evaluation