Impact of social media use on brand awareness: an applied study on Jordanian banks that uses Facebook

Abstract

The study aimed to examine the impact of the social media use on brand awareness, the importance of this research stems from the importance of branding and brand awareness in today ever-changing world. The research focuses on the effectiveness of using social media to build brand awareness in Jordanian banks. A descriptive analytical methodology approach was adopted; a questionnaire was used and distributed to consumers using Facebook bank page. After data were analysed and hypothesis tested it has been found that the use of social media has a positive impact on brand awareness, brand recognition, brand recall, brand top-of-mind and brand dominance. Based on the findings of the research recommendations include: marketing department in Jordanian banks sector should build social media marketing strategy that allows more interaction with customer, enhance the knowledge about social media, assign employees to update content and stay in touch with the clients on bank page.