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

Hakizimana Phanuel
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Hakizimana Phanuel: Adventist University of Central Africa, P. O. Box 2461, Kigali, Rwanda

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 2412-2418

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.

Date: 2024
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