The role of Demographics and Psychographics in the relationship between social media Marketing and Brand awareness among smartphone users in Egypt

Abstract

Social media are increasingly finding a place for themselves in all aspects of our lives. Social media are being extensively used as a platform to conduct marketing and advertising activities (Alalwan, 2018).However, there is always a challenge in how organizations can figure out the results of social media marketing (Costa, Borges-Tiago & Tiago, 2018). Therefore, this study aimed to determine the effect of social media marketing on brand awareness among smartphone users in Egypt, moreover, to identify the effect of demographics and psychographics on this relationship. Ex-post facto design has been chosen to achieve the research objectives. A questionnaire has been designed and a cluster sample consisting of 502 smartphone users have been surveyed. Results showed that social media marketing significantly affects brand awareness, moreover, smartphone users' age, income, and education significantly affect this relationship. Finally, smartphone users' psychographics significantly affected this relationship