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Digital Marketing and Brand Awareness in Media Agencies in Rwanda. Case Study: Buy & Sell Company Ltd

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  • Hakizimana Phanuel

    (Adventist University of Central Africa, P. O. Box 2461, Kigali, Rwanda)

Abstract

This study examines the impact of digital marketing on brand awareness within Rwanda’s media agencies, focusing on Buy & Sell Company Ltd. The research specifically explores the effects of email promotion, social media marketing, and search engine promotion on brand recognition, perceived quality, and brand loyalty. Using a descriptive research design and regression analysis, the study analyzes data from 100 customers. The findings reveal that digital marketing significantly contributes to brand awareness, with a 98.3% impact, and positively influences brand recognition, perceived quality, and brand loyalty, with contributions of 96.6%, 96.9%, and 97.2%, respectively. The study concludes that digital marketing has a strong, positive effect on brand awareness and recommends enhancing digital marketing strategies to further build trust and customer satisfaction.

Suggested Citation

  • Hakizimana Phanuel, 2024. "Digital Marketing and Brand Awareness in Media Agencies in Rwanda. Case Study: Buy & Sell Company Ltd," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 2412-2418, September.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:9:p:2412-2418
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