IMPACT OF SOCIAL MEDIA MARKETING ON BRAND VISIBILITY AND CUSTOMER ENGAGEMENT

Abstract

Building brand visibility is one of the ways to create a sustainable competitive advantage in businesses. This study examined the impact of social media marketing on the brand visibility and customer engagement of selected aerated drinks, in Lagos, Nigeria. One hundred and sixty-five staff of the selected aerated drink company were sampled and data was collected with a structured questionnaire. Multiple regression was applied for data analysis. Findings shows that social media marketing positively affects brand visibility and customer engagement of the product. Constant enhancing and refining of social media marketing strategies was recommended to maximize brand visibility and customer engagement.