Role of Social Media on Brand Awareness in Private Universities of Bangladesh

Abstract

Social media is considered to be a powerful platform for communication. This platform is very effective and strong network among the people. This platform is not only used for communication but also used to share and exchange knowledge and information among the people. This study aims at investigating the role of social media on the brand awareness of private universities in Bangladesh. Social media was investigated in context of different factors interaction, trendiness, relevant content, consistency, and accessible in multiple devices. The population for this study was students of different private universities. A self-administered questionnaire survey of 476 students using convenience sampling approach was employed to collect data. Quantitative research approach namely factor analysis and multiple regression method were used in the study. The data were analyzed in SPSS 22. The findings reveal social media as significant tool in raising brand awareness among students since all of the social media factors were found to be significant predictors of brand awareness. Among all the factors, accessible in multiple device is found to have the largest role while consistency has the lowest role. Implications of the research were delineated and limitations and future research scope were presented.