IMPACT OF DIGITAL MARKETING

COMMUNICATIONAL TOOLS ON
BRAND AWARENESS

By

Habiba Asad

A thesis submitted in partial fulfillment of the requirements for the degree

of BS in Business Administration to Karachi University Business School
(KUBS) at Karachi University

Karachi, Pakistan
JANUARY, 2018
 Acknowledgements

All praises and thanks are for Almighty Allah who is the sources of all knowledge and
wisdom endowed to mankind and to the humanity as a whole. I would particularly like
to thanks Mr. Zia Uddin Siddiqui (Course Advisor) for many insights he provided me
throughout this Final Year Project report. Discussion with him proved most helpful. In
the end, I express my deep appreciation to all the people who share their experience
and knowledge with me.
 Table of Contents

S.NO. DESCRIPTION PAGE NO.

1. Acknowledgement…………………………………………….
2. List of Tables………………………………………………….
3. List of Figures………………………………………………….
4. Executive Summary…………………………………………….
5. Chapter 1: Introduction…………………………………………
1.1. Background……………………………………………..
1.2. Problem Statement…………………….............................
1.3. Purpose of the Study………………………………………
1.4. Significance of the Study…………...................................
1.5. Limitation of the Study……………………………………
1.6. Objectives of the Study…………………………………...
1.7. Research Hypothesis……………………..........................
6. Chapter 2: Literature Review……………………………………
2.1. Digital Marketing Communicational Tools……………..
2.1.1. Interactive…………………………………………..
2.1.2. Digital………………………………………………
2.2. Digital Environment……………………………………...
2.3. Digital Content…………………………………………...
2.4. Classification of DMCT composed by Digital
Content………………………………………………………..
2.4.1. Paid Digital Content………………………………...
2.4.2. Proactive Digital Content…………………………...
2.5. Brand Awareness………………………………………..
2.5.1. Brand Recognition…………………………………
2.5.2. Brand Recall………………………………………..
2.5.3. Top of Mind…………………………………………
2.5.4. Brand Name Dominance…………………………...
2.6. Digital Marketing Communicational Tools and Brand
Awareness…………………………………………………….
2.7. Benefits of utilizing Digital marketing Communicational
Tools for Brand awareness……………………………………
2.7.1. Increased Brand Recognition………………………
2.7.2. Improved Brand Loyalty……………………………
2.7.3. More Opportunities to Convert…………………….
2.7.4. Higher Conversion Rates…………………………..
 2.7.5. Higher Brand Authority………………....................
2.7.6. Increase Inbound Traffic……………………………
2.7.7. Decreased Marketing Cost……………....................
2.7.8. Better Search Engine Raking……….......................
2.7.9. Richer Customer Experience…................................
2.7.10. Improved Customer Insight…………....................
7. Chapter 3: Research Methodology…………………………….
3.1. Research Design…………………………………………
3.1.1.Research Philosophy……………………………….
3.1.2.Research Approach……………………………………
3.1.3.Research Strategy………………………………….
3.1.4.Research Time Horizon……………………………
3.1.5.Research Procedure……………………………….
3.2. Research Structure…………………………………….
3.2.1. Research Objectives………………………………
3.2.2. Statement of the Problem…………………………
3.2.3. Research Variables……………………………….
3.2.4. Conceptual Framework ………………………….
3.2.5. Hypothesis……………………………...……
3.3. Data Collection………………………………………..
3.3.1. Primary Data………………………………………
3.3.2. Secondary Data……………………………………
3.4. Research Tools and Techniques………………………
3.4.1.Justification for selected Tools and Techniques….
3.4.2.Target Population…………………………………
3.4.3.Sample Size……………………………………….
3.4.4.Methods of Sampling and Its Justification ……….
8. Chapter 4: Data Presentation, Interpretation and Analysis…….
Table 4.1…………………………………………………….
Table 4.2 ……………………………………………………
Table 4.3…………………………………………………….
Table 4.4…………………………………………………….
Table 4.5 ……………………………………………………
Table 4.6……………………………………………………..
Table 4.7…………………………………………………….
Table 4.8 …………………………………………………….
Table 4.9…………………………………………………….
 Table 4.10……………………………………………………
Table 4.11……………………………………………………
Table 4.12……………………………………………………
Table 4.13……………………………………………………
Table 4.14 …………………………………………………..
Table 4.15……………………………………………………
9. Chapter 5: Findings and Conclusion……………………….
10. References………………………………………………….
11. Appendix…………………………………………………...

List of Tables

S.NO. TABLE(S) PAGE NO.

1. Table 4.1: Frequency distribution of the respondents as for their
age group………………………………………………………..
2. Table 4.2: Frequency distribution of the respondents as for their
..…………………………………………………………gender

3. Table 4.3: Frequency distribution of the respondents as for their

occupation………………………………………………………

4. Table 4.4: Frequency distribution of the respondents as for their

income………………………………………………………….

5. Table 4.5: Frequency distribution of the respondents regarding

their use of digital marketing communicational tools………….

6. Table 4.6: Frequency distribution of respondents regarding

their perception about ads on digital
tools………………………

7. Table 4.7: frequency distribution of respondents regarding their

favorite digital tool……………………………………………..

8. Table 4.8: Frequency distribution of respondents regarding

their purchase decision …………………………………………

9. Table 4.9: Frequency distribution of respondents regarding

their desire factor to like a brand……………………………….

10. Table 4.10: frequency distribution of respondents regarding

their preference for digital advertisements……………………...

11. Table 4.11: Frequency of distribution of respondents regarding

their preference of brand activities on digital networks………...

12. Table 4.12: Frequency distribution of respondents regarding

their preference about motivational factors…………………….

13. Table 4.13: Frequency of distribution of respondents regarding

brand recognition and digital presence………………………….

14. Table 4.14: Frequency of distribution of respondents regarding

Benefits of Digital Presence ………………………………….

15. Table 4.15: Frequency of distribution of respondents regarding

excess digital advertisement……………………………………

List of Figures
S.NO. FIGURE(S) PAGE NO.
1. Figure 4.1: Distribution of respondents with respect to their age
group…………………………………………………………….

2. .……Figure 4.2: Distribution of respondents as for their gender

3. Figure 4.3: Distribution of respondents as for their occupation...

4. Figure 4.4: Distribution of respondents as for their income……

5. Figure 4.5: Distribution of respondents regarding their use of

digital marketing communicational tools……………………….

6. Figure 4.6: Distribution of respondents regarding their

perception about ads on digital tools…………………………..

7. Figure 4.7: Distribution of respondents regarding their favorite

digital tool………………………………………………………

8. Figure 4.8: Distribution of respondents regarding their purchase

decision…………………………………………………………..

9. Figure 4.9: Distribution of respondents regarding their desire

factor to like a brand ……………………………………………

10. Figure 4.10: distribution of respondents regarding their

preference for digital advertisements…………………………..

11. Figure 4.11: Distribution of respondents regarding their

preference of brand activities on digital networks………………

12. Figure 4.12: Distribution of respondents regarding their

preference about motivational factors…………………………..

13. Figure 4.13: Distribution of respondents regarding brand

recognition and digital presence………………………………..

14. Figure 4.14: Distribution of respondents regarding Benefits of

Digital Presence…………………………………………………

15. Figure 4.15: Distribution of respondents regarding excess

digital
advertisement……………………………………………………
 Executive Summary

The technology has been emerged as a basic tool these days in the world and is
being used in most of the fields to attain the desired goals. The gift of the
technology is internet and modern use of it through many people communicates and
socializes together.

The shape of marking has been changed after the rise of the concept of digital
marketing. Brand awareness is known as the first step of marketing and the shape of
marketing changed after the arrival of the scope of digital marketing.
Communicational tools (Facebook, Twitter, Instagram, LinkedIn, etc.) used to
market any product or service called digital marketing communicational tools. This
research combines both the concepts i.e. digital marketing communicational tools

and brand awareness.

Although, this has been properly used by the business organizations and enterprises
to create brand awareness among people, attain their target market and gain the
revenue. Digital marketing is the basic tool to be utilizing by the enterprises and
attain the businesses. This research has been conducted to attain the complete
picture of the digital marketing tools that are being used and how it can help in
brand awareness. This has been observed that the uses of digital marking tools are
increasing day by day and it is very important to know how it can be beneficiary for
a band. There is a great impact of digital marketing communicational tools on brand
awareness. Digital presence, online promotions of services or products, Google ads,
SEO, attracts people towards the brand, increase the insight of people about a brand,
and help them to take a purchase decision. It plays a key role to achieve and attain
the desired volume of the market.

Chapter 1: Introduction

The growth and pervasive utilization of internet technologies have changed the way
societies communicate with each other both in the professional and daily life.
Emergence of new communicational tools is an essential indicator of this
transformation.
The new communicational tools are known as “Digital Marketing Communication
Tools” which are emerging with the growth of internet technologies. When we think
about these digital communication tools, the names that come in our brain are Twitter,
Instagram, Facebook, and related social networking tools which utilized on virtual
platforms and online for example microblogs, search engines, and websites.

This growth of internet technology allows the utilization of digital communicational

tools in the process of marketing. The justification of this is that in difference with
traditional communicational tools, digital communicational tools are more popular and
becoming a worldwide channel for marketing through which organizations can directly
communicate with their target market, rapidly, and continuously. In the marketing
process, digital communicational tools become essential because it allows producers
and consumers to interact.

Brand awareness is a first and most essential step of the marketing process. In the
process of “brand awareness,” companies using digital marketing tools for the efficient
results. It observed that the majority of the organizations have their accounts of
Twitter, Instagram, Facebook and websites on the subject of their organizations and
products. They also use SMS, MMS, emails, and parallel digital communicational
tools to be in touch with the consumers and noticed that through this, they mainly
distribute information about new products, projects, plans, product launch and through
this they can reply to any criticism and interpretations.

1.1: Background

After the arrival of new communicational tools, the previous obtainable

communicational tools nowadays called traditional communicational tools. Audio
(radio), visual (television and cinema), and printed (journals, newspapers, etc.) are the
previous available communicational tools known as traditional. A mainly considerable
aspect of the alteration in the approach communicational tools utilized is the evolution
of users, who evolutes from a passive participant to an active one by accessing the
content of communicational tools. Users who employ digital communicational tools
can't be satisfied with only watching or reading the content offered to them, but to a
certain extent, they interface with the content provided by submit their views and
criticism and share the content with other users if they want to.

There is a perception that by using digital communicational tools, the accessibility of

information become more easy and quick and can provide help to the companies to
create brand awareness. This quick and easy medium enables users to exchange
information of a brand over the internet and make communication more efficient by
limiting the cost and time. Through the digital communicational tools, the result of
brand awareness process would be positively different which help marketer to develop
brand awareness in the user's mind as needed.

1.2: Problem Statement

An organization have to examine and use digital marketing tools to discover how it
works to create brand awareness, how users will react to the marketing strategies, they
need to analyze that when, where, what, and how consumers use digital marketing
tools, they also need to rectify those factors which leads a brand more popular and
push the consumers to know more about their brand.

1.3: Purpose of study

The main purpose of this research is to identify the core impact of digital
communicational tools on brand awareness. The aim to conduct this research is to
investigate the trends of using digital marketing tools and the impact level of digital
marketing tools to generate brand awareness. The study will also come across to figure
out the highest used digital communicational tool which should be focused more by the
marketer to create brand awareness. The study recognizes the variables and steps
which lead to the effective brand awareness.

1.4: Significance of study

Digital communicational tools are essential because it makes it possible for one person
to communicate with hundreds or even thousands of other people about products,
companies, and brands. It helps us to interact with producers and consumers at the
same time. Digital communicational tools allow analyzing the trends, needs of users,
remarks, and feedbacks which help to create brand awareness among consumers.
Digital communicational tools increase the level of brand awareness among the users
through sharing of information and perception of a particular brand which pushes the
users to know more about their brand result in effective brand awareness.

1.5: Limitation of study

 The sample size is limited which fallout inaccuracy in a result.

 Time limitation.
 Consumer's refusal to respond.
 Research is mostly conducted in Karachi.
 Lack of awareness towards digital communicational tools.

1.6: Objectives of study

 To analyze the level of Brand Awareness through digital communicational

tools among the Social Media Users.
 Digital communicational tools or variables which are responsible in creating
brand awareness among the users.
 How the level of Brand Awareness effects the purchasing decision of the users.
 To identify the highest used digital communicational tool among all for the
brand awareness.

1.7: Research Hypothesis

Ho: There is significant impact of digital communicational tools on brand awareness.

H1: There is no significant impact of digital communicational tools on brand

awareness.
Ho: There is significant impact of selection of digital communicational tool on brand
awareness.

H2: There is no significant impact of selection of digital communicational tool on

brand awareness.

Chapter 2: Literature Review

2.1. Digital Marketing Communicational Tools

The shape of marketing changed after the arrival of Digital marketing, and this comes
to happen because it creates platforms that empower users to share and produce
content. Digital Marketing, build a new side of a way to communicate with an
incredibly restricted group of users in the same old process of traditional marketing.
Because of Digital marketing, platforms of the virtual environment are no longer to
communicate with the particular user group; more precisely it becomes channels that
communicate with a wider group. Digital marketing can also define as a way to reach
individuals and organizations with unique qualities at any location worldwide in a rapid
way.

In other words, Digital marketing can describe as sharing the specific content
generated as per the consumer groups, by utilizing steps in the digital media, to
develop brand awareness at the right times by utilizing global networks. There are
two important features of digital marketing; firstly digital marketing should be
Interactive and secondly digital.

2.1.1. Interactive

Being interactive, digital marketing can be explained as providing information

to possible consumer and answer to new questions and communicate with the
consumers by connecting them in a process. In this respect, the interaction
between company/brand and consumers is a two-way process (Winer, 2009).

2.1.2. Digital

Being digital, the qualities of a new environs matters where marketing is

involved. In digital media values are dependent, in other words, this shifts
according to the user's qualities, content and a manner to use the tool (Eaton
and Bawden 1991; Freiden vd., 1998; Rowley 2002).

2.2. Digital Environment

Digital environments are the communicational tools utilized in the process of

digital marketing. These environments originated to trigger interaction and
communication between organizations and individuals over the internet to market
product/service. Communicational tools which used in the process of digital
marketing are known as "digital marketing communicational tools," and the
content created for the process of digital marketing is known as "digital content."

2.3. Digital Content

Koiso-Kantilla originated the definition of digital content as given below:

"Digital content are bit based information transfer objects distributed through
electronic channels" (Koiso-Kantilla, 2004).

Video, visuals, photo, and text included in the digital content, this is created for
digital communicational tools like SMS, social networking sites, and websites. The
main or key features of digital content are that content can be reproduced,
regenerate, and change as needed. It can be distributed immediately, updated
immediately, and can be transformed and change form (Koiso-Kantilla, 2004).

2.4. Classification of digital communicational tools

composed by digital content

With the help of digital content, digital marketing communicational tools are
composed. According to Varnali (2003), these can be classified below two titles:

2.4.1. Marketing communicational tools that produce paid digital content.

2.4.2. Marketing communicational tools that produce proactive digital content.

2.4.1. Marketing Digital Tools That Produce Paid Content

It can define as communicational channels where sharing of content is

controlled and usually for a certain fee. Same as traditional marketing tools
(journal, newspaper, radio, and television), in marketing communicational
tools that produce paid digital content, marketers rented a particular area or
space on a digital environment for a settled fee and period. The relevant
content according to a product or service is used for marketing on that area
(Varnali, 2003).

The examples of marketing communicational tools that can produce paid

content include in-app advertisement, search engine advertisement, micro-
websites, sponsorships, banners, Corporate websites, MMS, SMS, EMS, and
IVR.

Corporate Web

Company official showcase on a digital environment is called corporate

websites (Varnali, 2003). The corporate website plays a role of media
where the most authentic content about a company, brand, or product is
available, which creates a corporate identity for a brand. Digital content on
websites is the corporate identity of a company vision and mission, product
and services, company, history, and communication information.

MMS, SMS, and EMS, IVR

These are the digital marketing communicational tools under the

infrastructure of mobile communication. MMS, SMS, and EMS are
included in short message services with various characteristics composed
of voice records, text, and visuals. ). IVR is a kind of automated voice call
system (Varnali, 2003)

Banner

In this type of marketing, by paying a certain fee or any deal (barter type)
digital content is a link set on the website which can push the users to some
other website, (Varnali, 2003).

Sponsorship
 Here a brand name of a company is displayed on another digital
environment (to which the company sponsors of) in a banner format.

Search Engine Advertisements and in Application Advertisements

Here content related to the brand is displayed on a rented ad space in the

application like sponsorship or a search engine like Google, Yandex,
Yahoo, etc. in a banner format.

2.4.2. Marketing Communication Tools that Produce Proactive Digital

Content

It's become possible to create proactive digital content with the help of web
2.0. The digital marketing idea arose after the launch of web 2.0 that allow
contemporary information sharing two-way rather than one-way (Altindal,
2013).

Digital marketing tools that produce proactive digital content can define as an
interaction between consumers and companies relatively high than digital
marketing tools that produce paid content. By using these tools, users can post
or share their uncensored suggestions, comments, and criticism about a
particular issue. This is the reason for what it is necessary to inspect and
managed that proactive content on digital environment continuously. Managing
and inspection, needed regarding both responding to the queries and checking
inappropriate comments of the users.

Digital marketing communicational tools that produce proactive content are

social media networks (Facebook, Twitter, Youtube, Instagram, and LinkedIn)
and paid keywords like SEO, Search Engine Optimization.

SEO (Search Engine Optimization)

SEO is also known as Paid Keywords. This can define as giving a certain
payment to let the word or words related to the business and the brand to
 get a high-ranking position. As an example, on a search engine, a user
search for any company and the name of the competitor company appears
on the top of the list on a search page. This seen as a leading marketing
strategy applied to manipulate the users.

Facebook

It is a social networking site where companies can communicate with their

consumers and can share videos, Information, photos associated with their
brand. Consumers firstly like the company's Facebook page and then can
comment on the posts presented and can share published content and pages
to their friends.

Twitter

It is a social networking site where messages of 140 characters are allowed

to send; these messages are called tweets. On Twitter users also read
messages from the people they follow. In the world of internet, it is a
simple tracking mechanism which is getting complicated day by day, and
because of that, it becomes one of the popular digital marketing
communicational tools. Companies can take help of Twitter to create brand
awareness by getting their target market efficiently.

Instagram

Instagram is also a social networking site where people can connect with
each other. It is mainly a platform where people share their photos and
videos with their followers and can see photos and videos of their
followings. On Instagram followers can also comment on photos and
videos and can share these photos too.

The flow of digital content on digital media (Google+) and social networking
tools (Twitter, Facebook, Instagram, etc.) Is very interactive and fast that’s
why it is essential for the companies to track the content continuously to create
brand awareness. Digital marketing communicational tools have two sites to
notice. On the one site, fast spreading of proactive digital content has a
 significant impact on the process of brand awareness, and on the other site, it
also creates uncontrolled content due to which it may produce negative
consequences for the branding process. So, content should be controlled and
managed well continuously (Varnali, 2003).

For the corporate identity of any company, it is important to manage, monitor,

and control proactive content.

2.5.Brand Awareness (The First Step of Marketing)

Recognition of the brand becomes possible by creating brand awareness in the market.
If a customer can perceive the social position that the brand guarantees and symbolic
content that the particular brand represents, and can separate the particular brand from
other comparable brands in the market than it is called brand recognition. In like
manner, the impact of a brand on the customer's mind can characterize as brand
awareness (Aaker, 1996, s.7).

Brand awareness can characterize as a component that constitutes the essential step of
occurrence of communication between the consumers and organizations, and it also
needs to occur before every single other step in that procedure (Rossiter, Percy, 1987).
In this sense, the consumer has affected by the brand awareness which considered as a
fundamental component that creates the brand preference of the consumer. There is no
purchasing decision if there is no brand awareness (Baldauf, Cravens, Binder, 2003,
s.223).

The objective of brand awareness is to have first communication with the purchaser
and to guarantee that the brand dependably stays on the agenda of the customer after
the first contact if we consider that various alternatives in the market meet a
comparative need of a purchaser.

Brand awareness does not intend just to know the brand name or to have seen it
sometime recently, but it also implies that consumer can relate the similar
connotations, name and logo in his/her mind (Yildirim, 2010).
Brand awareness can have a wide range from the emotion of suspiciously knowing a
brand to believe that the brand is an only product in a particular category, there are
distinctive levels of brand awareness (Aaker, 2007). A pyramid is proposed by Aaker
to determine the level of brand awareness (Aaker, 1996).

There are four levels of brand awareness, mentioned below:

• Brand Recognition

• Brand Recall

• Top of Mind

• Brand Name Dominance

2.5.1. Brand Recognition

"Brand recognition" is the principal level in the pyramid of brand awareness. The
underlying focus of the organizations is to guarantee that their brand is recognized
by the decided target group. The idea of recognition of brand awareness is that a
consumer knows about presence of the particular brand and can differentiate that
brand from the other brand in a similar item class, created to satisfy a similar
function (Kasli, 2011).

2.5.2. Brand Recall

"Brand recall" is a second level of the pyramid of brand awareness. Brand recall
implies that when a category of the product such brand has a place with is
specified, first brand that the customer recalls (Aaker, 1996).

2.5.3. Top of Mind

''top of mind" is a third level of brand awareness pyramid. A level that guarantees
when there is a need, among other brand, just a single brand can satisfy that
 capacity is recalled by the consumer. To be the primary brand that the buyer recalls
in a particular item class implies the level of awareness is very high. As needs be, it
is essential for the organizations to position their brand as a favored one (Aaker,
1996).

2.5.4. Brand Name Dominance

''Brand name dominance'' is the highest level of the brand awareness. At the point
when the groups of consumer are made a request to name the brands in a particular
item class, and all individuals in the gathering give the name of a similar single
brand, this is called brand name dominance.

In this regard, it is conceivable to state that the levels of brand awareness characterize
the relationship of the brand with the customer. At the end of the day, brand awareness
level brings up how much the symbolic meaning that the brand speaks to and the social
position that is guarantees is internalized and recognized by the customers.

How well or precisely the brand represent the symbolic meaning and societal position
it promises is internalized and recognized by the consumers, that much the likelihood
of that brand being favored by purchasers increase.

Creating brand awareness is the first and vital step of the marketing communication
according to the each division in the market. As of late, every division began to
appreciate interest in digital marketing tools keeping in mind the end goal to make
brand awareness. Since digital marketing communicational tools consolidate customers
during the time spent making brand awareness as dynamic players, not as passive ones
and empower consumers and producers to cooperate with each other.

2.6. Digital Marketing Communication Tools and Brand

Awareness
Depending upon the view of the utilization that began changing in the late twentieth
century, a distinction is shape and substance of marketing strategies is found in the
market. In each division marketing perspective turn out to be more proficient than ever
before has created and utilization of various marketing communicational methods have
begun.

Variables of marketing and in addition customer online-posting behavior are diverse at

the early and develop phases of Internet utilization. In the beginning phase of
purchaser consumer Internet use, price is negatively corresponded with the inclination
to post a review (Yubo Chena, Scott Fayb and Qi Wang).

Past research has set up the advantages of branding for organizations. Different tools
including the internet and other technologies can be utilized to help brands (Nina
Michaelidou, Nikoletta Theofania Siamagka,George Christodoulides)

Connections between marketing variables and customer posting behavior, for example,
product quality and price —and finds how these connections advance as the Internet
and consumer review websites attract more acknowledgment. However, the connection
amongst the quantity of online consumer reviews and price shifts to a U-shape as
consumer Internet utilization increases.

Since quite a while ago, the branding literature has perceived the power of storytelling
to give importance to the brand. Marketers have utilized storytelling to upgrade
connections of consumers with brands. In storytelling for a brand, the story and its
creation, content, and diffusion are the brand owner's domain and the consumer
fundamentally an audience.

2.7. Benefits of using Digital Marketing Communicational

Tools For Brand Awareness

There is a tremendous potential in digital marketing communication to expand sales of

a business. However, a lack of understanding of digital marketing communication can
create a difficulty to accomplish those outcomes. There are some points mentioned
below to clear that how digital marketing communication tools can enhance your
business (Jayson Demers, 2014):

2.7.1. Increased Brand Recognition

It is important to increase the brand's visibility and syndicate the content in every
given opportunity. Digital marketing communication tools are simply new
channels for brand’s content and voice. This is essential since it makes a brand
simpler and more available for new customers, and makes a brand more
recognizable and familiar for existing customers. For instance, a continuous
Twitter user could find out about an organization out of the blue simply after
stumbling it in a newsfeed. Or on the other hand, after seeing presence of brand on
different networks a detached customer may turn out to be better familiar with a
brand.

2.7.2.Improved Brand Loyalty 

As indicated by a report published by Texas Tech University, brands who engage

on social media channels have more loyal customers. According to the conclusion
of that report, "Organizations should get benefits from the social media tools which
give them a connection with their group of audience. An open and strategic digital
marketing design could demonstrate compelling in transforming consumers into
brand loyal consumers." Another examination published by Convince&Convert
found that 53% of Americans are more loyal towards brands that follow brands on
social media (digital tools).

2.7.3. More Opportunities to Convert 

Each time when digital marketing tools are utilized another stage is created and it
is an opportunity to convert. When a brand create these opportunities they will all
the while approach old customers, recent customers , and new customers, and
you'll have the capacity to communicate with everyone of them. Each picture, blog
post, video or shared comment is a chance for somebody to respond, and each
response could prompt a website visit, and in the long run a conversion. Only one
out of every odd connection with your brand brings about a transformation. Every
positive interaction improves the probability of a conversion. The quantities of
opportunities by digital communicational tools are huge regardless of whether
click-through rates are low.

2.7.4. Higher Conversion Rates

Utilization of digital marketing communicational tools brings about higher

conversion rates in a couple of distinct ways. The most important component is
humanization; a brands turns out to be more humanized by collaborating in digital
networks. Digital marketing communicational tools are places where brands can
act like individuals do, and this is esssential because individuals like working with
other individuals; not with organizations.

Digital marketing has a 100% higher lead close rate comparing outbound
marketing. a higher number of digital marketing communicational tools users has a
tendency to enhance believability and trust in a brand. In that capacity, making an
audience in social media can enhance conversion rates on your current traffic.

2.7.5. Higher Brand Authority 

Daily connection with customers demonstrates a good faith for different customers.
Individuals utilize digital marketing communicational tools when they go to
compliment a service or product and when they post a brand name, new audience
will see and start to follow a brand for updates. The more individuals that are
discussing a brand on digital environment, the more authoritative and valuable a brand
will appear to new customer.

2.7.6. Increased Inbound Traffic 

An inbound traffic is limited to individuals already familiar with a brand and people
searching for keywords you at currently rank for, without social media. Each social
media profile a brand includes is another way driving back to a website. Each part of
content a brand syndicate on those profiles is another opportunity for another guest.
The more inbound traffic a brand can produce by the quality of content on social
media, and more traffic implies more conversions and more leads.
2.7.7. Decreased Marketing Costs 

As per Hubspot, 84% of marketers found that six hours of effort are sufficient to
produce increased traffic per every week. Six hours isn't a big investment for a
channel, for instance as big as social media. To build up a content and syndication
strategy, only one hour daily is enough for a brand. Indeed, even paid promoting
through Facebook and Twitter is cheap relatively (contingent upon a brand's
objectives, obviously).

2.7.8. Better Search Engine Rankings 

SEO is the most ideal approach to catch traffic from search engines, yet the
requirements for success are continually evolving. Daily post a blog, convey links
indicating back a webpage, and ensure optimized title labels and Meta depictions is
not sufficient. Utilizing digital marketing communicational tools could go about as a
"brand signal" to search engines that a brand is authentic, trustworthy, and reliable.

2.7.9. Richer Customer Experiences 

Digital marketing communicational tools are communicational channels like telephone

calls or email. A brand can create an opportunity by utilizing these tools which lead
their customers enjoy the levels of customer services and enhance a connection
with customers. For instance, if a customer complains about product on Facebook,
organization can instantly address the comment, apologize openly, and make a
move to influence it to right. Or, an organization can express gratitude toward them
and suggest more products if a customer compliments. It's a way to tells customers that
organization thinks about them.

2.7.10. Improved Customer Insights

Digital marketing communicational tools give a chance to increase profitable data

about what customer's needs and interest and their behavior, through social
listening. For instance, to perceive what individuals think about a brand, an
organization can monitor customer comments directly. A brand can divide a
content syndication lists based on topic and observe which kinds of content create
the most interest and afterward deliver a greater amount of that kind of content. By
 utilizing different digital marketing communicational tools, a brand can measure
conversions based on various advertisements posted and locate an ideal blend to
create more income.

Chapter 3
Research Methodology

3.1. Research Design

Primary and secondary, both kinds of data are collected in this research. The main
propose of collecting primary and secondary data is to evaluate the research problem
more analytically. Secondary data is collected from internet, articles, blogs, and
journals. Primary data is collected by questionnaire.

3.1.1.Research Philosophy

The way how we see the research is called the research philosophy. It's also help
to explain the research approaches during collecting and evaluating the data. In
this research, positivism is applied as a research philosophy. It can be define as
when a researcher want to find a truth behind a problem and o solve it. In this
research the objective is to know the why and how digital marketing
communication tools can affect the process of branding.

3.1.2.Research Approach

Before conducting the research, the concept should be clear that in which way the
research will be approached. In this research, the questionnaire is floated and
after the positive input of people is collected the output is generated by the help
of software.

3.1.3.Research Strategy

Research strategy on this research is divided in three stages. In first stage the
secondary data is collected by the mean of different articles, blogs, internet, and
journals about the topic. In second stage questionnaire is created by using the
data collected in first stage and distributed to the population to get the primary
data. In third stage, the output collected in the second stage is analyzed
statistically.

3.1.4.Research Time Horizon

This research takes around 6 months to complete as it is a cross-sectional

research.

3.1.5.Research Procedure
 Secondary data is collected by different sources like articles, internet, blogs and
journal.
In order to collect the primary data, questionnaire is formed and distributed to
the population and collect the responses.
Collected data is put in to the software called SPSS for further processing.
Finally the date is illuminate and result can be drawn.

3.2.Research Structure

Research structure represents that how the research constructed. What are the
objectives behind the research, what are the variables, framework, and problem
statement of the research.

3.2.1. Research Objective

The research objective of my study is to identify the impact of Digital

Communicational Tools on Branding. What steps should be taken by the
marketers to enhance the process of branding with the help of provided Digital
Communicational Tools and which tools are more effective to create brand
recognition.

3.2.2. Statement of the Problem

Statement of the problem is to analyze the impact of of Digital Communicational

Tools on Branding and also need to rectify those factors which lead a brand more
popular and push the consumers to know more about a brand.

3.2.3. Research Variables

Independent Variables =digital marketing communicational tools

Dependent Variables = brand awareness

3.2.4. Conceptual Framework

 Facebook

Use of digital marketing

Twitter communicational tools Brand
Awareness
Instagram

Other

3.2.5. Hypothesis

Alternative Hypothesis (AH)

There is significant impact of digital communicational tools on brand awareness.

Alternative Hypothesis (AH)

There is significant impact of selection of digital communicational tool on brand

awareness.

3.3. Data Collection

Both methods of collecting data are used to achieve the research objectives and to
answer the research questions.

3.3.1.Primary Data

Survey: The strategy of research is survey because this research needs the data
from the viewpoint of consumer. Survey in the form of questionnaire is utilized
in this research. The collected data from survey is more rigid than the interviews.
They are chosen to collect the ideas from a large population. In a survey each
respondent is asked to answer a set of questions related to the research.

Methods of Spreading the Questionnaires: Online questionnaire were used

because the topic of this research deals with the digital marketing
communicational tools. Google spreadsheet, a free service website were used for
the survey and permit the respondents to participate in the survey online.
Questionnaire distributed to participants through emailing them. Questionnaire
also distributed through facebook and whatsapp. The participants could open the
link and directly take them to the questionnaire. To participate in a survey, it was
necessary that respondent must have the experience of using digital marketing
communicational tools like facebook, instagram, twitter etc. This limited the
responses and lowers the participation rate; however, this condition is important
because of the topic of the research. After that by the help of Google spreadsheet,
the results were taken into an excel document.

Components of the Questionnaire: Since my research was on the impact of

digital marketing communicational tools, online data collecting method were
chosen and the questionnaire was also created online. There were15 questions in
my questionnaire.

In the first part of the questionnaire, demographical questions were asked which
includes monthly income, occupation, education, age, gender. The participants
were those who use digital communicational tools to gather the data which
demonstrate its impact on brand awareness. Participants were asked that how
often they use digital networks. Additionally, many statements were given to the
respondents regarding their attitude towards the digital marketing
communicational tools and its possible impact on the brand awareness.
Moreover, selective ranking questions, closed-ended questions and open-ended
questions were asked to the respondents.

Questionnaire form can be found in appendix 1.

3.3.2.Secondary data

In my research, secondary data is collected to get insight about the topic.

Secondary data is collected from books, articles, journals, etc. secondary data for
 this research was mainly gathered from the Google Scholar website
(http://scholar.google.com), source for many articles on different topics.

3.4. Research Tools And Techniques

In this report, the research tools are used in order to make the research more reliable
and accurate in results.

3.4.1.Justification for selected Tools and Techniques

Software called SPSS is used for data handling, analyzing and compilation.

3.4.2.Target Population

The population of Karachi is targeted only, due to the demographics.

Targeted Population are the people aged around 18-45 plus. The Reason to
target this age group is because the digital communicational tools utilizing
population starts from 18-25 and went up to 45 plus.

3.4.3.Sample Size

In my research, convenient sampling is used because this research is mainly

towards general public. The sample size of this research is of 100 to 150.

3.4.4.Methods of Sampling and Its Justification

In accordance with available resources, sampling method is used of convenient

sampling. The main reason is due to the diverse environment and the restriction
of limited time is also a barrier.

Chapter 4
Data Presentation, Interpretation and Analysis
Demographic Variables:
Data about demographic variables of the respondents are collected from the initial
questions of the questionnaire and demonstrated by the tables and graphs below.

Age Analysis:

In this research, a questionnaire was allowed to fill by the respondents whose age is 18
and above.

Figure 4.1: Distribution of respondents with respect to their age group

 Table 4.1: Frequency distribution of the respondents as for their age group

Age of Respondents
Valid Cumulative
  Frequency Percent Percent Percent
Valid betwee
n 18 to 48 48.0 48.0 48.0
25
betwee
n 25 to 33 33.0 33.0 81.0
35
betwee
n 35 to 14 14.0 14.0 95.0
45
45 or
5 5.0 5.0 100.0
more
Total
100 100.0 100.0  

Interpretation: Four categories of age groups are utilized in this survey. The majority
of respondents who fill the questionnaire were belong to the category 18 to 25 which
means most of the respondents are of youth 48% secondly were the people from age
group of 25 to 35 who are 33% on third were belong to the category 35 to 45 are in
.percent of 14% and 5% were more than 45 who filled the questionnaire

:Gender Analysis

In gender analysis we look at the respondent's gender as demographic characteristics

.and its influence

Figure 4.2: Distribution of respondents as for their gender

Table 4.2: Frequency distribution of the respondents as for their gender

Gender of Respondents
Valid Cumulative
  Frequency Percent Percent Percent
Valid male 53 53.0 53.0 53.0
female 47 47.0 47.0 100.0
Total 100 100.0 100.0  

Interpretation: Table 4.2 shows that out of 100%, the questionnaire of this research
was filled by 53% of male and 47% of female. In this research, male respondents were
.slightly higher than female respondents

Occupation Analysis:
In occupation analysis we look at the respondent's occupation and analyze their impact.

Figure 4.3: Distribution of respondents as for their occupation

Table 4.3: Frequency distribution of the respondents as for their occupation

Occupation of Respondents
Valid Cumulative
  Frequency Percent Percent Percent
Valid student 44.9 44.9 44.9 44.9
employed 35.6 35.6 35.6 80.5
self-
employed 15.3 15.3 15.3 95.8

a home
maker 3.4 3.4 3.4 99.2

other 0.8 0.8 0.8 100.0

Total 100 100.0 100.0  

Interpretation: A majority of respondents were composed of students, 44.9% of the

respondents were students. 35.6% of the respondents were employed and 15.3% of the
respondents were self-employed. Additionally, 3.4% of the respondents were home
makers and 0.8% of the respondents were incorporate in other occupations.

Income Analysis:
In income analysis we look at income of the respondents because the earning of an
individual can affect their spending and make it easy to analyze their use of digital
marketing communicational tools and their perception about brands.

Figure 4.4: Distribution of respondents as for their income

Table 4.4: Frequency distribution of the respondents as for their income

Income
Valid Cumulative
  Frequency Percent Percent Percent
Valid 5000 to
25000 44 44.0 44.0 44.0

25000 to
45000 25 25.0 25.0 69.0

45000 to
65000 13 13.0 13.0 82.0

65000 or
more 18 18.0 18.0 100.0

Total
100 100.0 100.0  

Interpretation: For this research, questionnaire carries four categories of income.

Respondents who lie in the income level of 5000 to 25000 are 44%. Secondly, the
respondents whose income level is 25000 to 45000 are 25% on third 18% are the
respondents whose income level is more than 65000. Lastly, 13% are the respondents
whose income level is 45000 to 65000.

Usage of Digital Networks:

In this question we analyse that how many and how often people use digital marketing
communication tools.

Figure 4.5: Distribution of respondents regarding their use of digital marketing

communicational tools

Table 4.5: Frequency distribution of the respondents regarding their use of digital
marketing communicational tools

Use_digital_network
Valid
Frequency Percent Percent Cumulative Percent
Vali regularly 62 62.0 62.0 62.0
d
oftenly 18 18.0 18.0 80.0
occasionall
y 17 17.0 17.0 97.0
don't use 3 3.0 3.0 100.0

100 100.0 100.0  

Total
Interpretation: Table 4.5 demonstrates that in the frequency of use of digital
marketing communication tools there is variation. In this question four categories were
used (regularly, often, occasionally, don’t use) to analyse how often people use digital
tools. According to the observation, more respondents are those who use digital
marketing communication tools regularly (62%). 18% respondents are those who use
these tools oftenly, 17% respondents are those who use occasionally and 3%
respondents are those who don’t use digital marketing communication tools. We can
conclude that currently, the majority of the population is using digital marketing
communication tools.

An advertisement on digital tools attracts:

In this question, we analyzed that does advertisements on digital marketing

communication tools attracts the people.

Figure 4.6: Distribution of respondents regarding their perception about ads on

digital tools
Table 4.6: Frequency distribution of respondents regarding their perception
about ads on digital tools

Digital_networks_attracts
Valid
  Frequency Percent Percent Cumulative Percent
Valid strongly
agree 38 38.0 38.0 38.0

agree 51 51.0 51.0 89.0

neutral 9 9.0 9.0 98.0
disagree 1 1.0 1.0 99.0
strongly
disagree 1 1.0 1.0 100.0

100 100.0 100.0  

Total

Interpretation: Table 4.6 demonstrates the result regarding the perception of

respondents about advertisements on digital marketing communication tools. In this
question, there were five options to choose (strongly agree, agree, neutral, disagree,
and strongly disagree). It can observe that 51% respondents chose the option "agree"
which indicates that majority of population perceived that advertising on digital
marketing communication tools can give benefits to a brand. 38% respondents chose
the option "strongly agree", 9% respondents are those who chose the option "neutral",
1% respondents chose the option "disagree", and 1% is those who chose "strongly
disagree". We can conclude that majority of the population is agree to the statement
that advertisements on digital marketing communication tools attract people towards
brands.

Most used digital tool:

In this question, we analyzed that according to the population which digital marketing
communication tool used the most.
Figure 4.7: Distribution of respondents regarding their favorite digital tool

Table 4.7: frequency distribution of respondents regarding their favorite digital

tool

Used_digital_tool
Valid Cumulative
  Frequency Percent Percent Percent
Valid facebook 54.7 54.7 54.7 54.7
twitter 8.8 8.8 8.8 63.5
linkedIn 10.1 10.1 10.1 73.6
instagram 24.3 24.3 24.3 97.9
other 2.1 2.1 2.1 100.0

100 100.0 100.0  

Total
Interpretation: Table 4.7 demonstrates the result regarding the most used digital
marketing communicational tool. In this question, there were five options of digital
marketing communicational tools (Facebook, Twitter, LinkedIn, Instagram, and
others). According to the research, Facebook is the most favorite digital marketing
communicational tool as 54.7% respondents chose Facebook as their favorite digital
network. 24.3% respondents chose Instagram as their most favorite digital marketing
communicational tool. 8.8% respondents chose Twitter as their favorite. 10.1%
respondents chose LinkedIn as a most used digital marketing communicational tool,
and only 2.1% chose other digital marketing communicational tools (Snapchat and
Whatsapp). We can conclude that Facebook is a preferable digital marketing
communicational tool to create brand awareness.

Purchase decision:

In this question, we analyzed that do people take purchase decision after going through
advertisements on digital marketing communicational tools.

Figure 4.8: Distribution of respondents regarding their purchase decision

Table 4.8: Frequency distribution of respondents regarding their purchase

decision

Purchase_decision_digital_add
 Valid
  Frequency Percent Percent Cumulative Percent
Valid strongly
agree 33 33.0 33.0 33.0

agree 47 47.0 47.0 80.0

neutral 17 17.0 17.0 97.0
disagree 3 3.0 3.0 100.0

100 100.0 100.0  

Total

Interpretation: Table 4.8 demonstrates that do people take purchase decision after
going through advertisements on digital marketing communicational tools. In this
question, there were five options to choose (strongly agree, agree, neutral, disagree,
and strongly disagree). 47% respondents chose an option "agree" which indicates that
they do take purchase decision after going through advertisements on digital marketing
communicational tools. 33% respondents chose an option "strongly agree." 17%
respondents chose neutral. Only 3% respondents chose an option "disagree," and no
one chose an option "strongly disagree." We can conclude that yes people do take
purchase decision after going through advertisements on digital marketing
communicational tools.

A Factor to Like a Brand:

In this question, we analyzed that what are the factors by which people rate or like a
particular brand.

Figure 4.9: Distribution of respondents regarding their desire factor to like a

brand
Table 4.9: Frequency distribution of respondents regarding their desire factor to
like a brand

Like_brand
Valid Cumulative
  Frequency Percent Percent Percent
Valid digital
presence 39.7 39.7 39.7 39.7

brand
image 37.5 37.5 37.5 77.2
affiliation
with 8.1 8.1 8.1 85.3
celebrity
words of
mouth 14.7 14.7 14.7 100.0
Total 100 100.0 100.0  
Interpretation: Table 4.9 demonstrates that which factor among the given options is
the most wanted by the people to like a particular brand. In this question, there were
four options to choose (digital presence, brand image, affiliation with celebrity, and
words of mouth). 39.7% respondents chose an option "digital presence" which
indicates that brand presence on digital marketing communicational tools is the most
wanted factor to make a brand likable. 37.5% respondents chose an option "brand
image" which indicates that second most wanted factor is image of a brand. 14.7%
respondents chose an option "words of mouth," and 8.1% respondents chose an option
"affiliation with celebrity." We can conclude that a good digital presence can make a
brand most favorite than other brands.

Digital Advertisements:

In this question, we analyzed that according to people how much important is to

publish digital advertisements.

Figure 4.10: distribution of respondents regarding their preference for digital

advertisements
Table 4.10: frequency distribution of respondents regarding their preference for
digital advertisements

Digital_ad_for_brand
Valid
  Frequency Percent Percent Cumulative Percent
Valid very
important 57 57.0 57.0 57.0

important 33 33.0 33.0 90.0

neutral 7 7.0 7.0 97.0
somtimes 3 3.0 3.0 100.0
Total 100 100.0 100.0  

Interpretation: Table 4.10 demonstrates the importance of advertising a brand on

digital marketing communicational tools. In this question, there were five option to
choose (very important, important, neutral, sometimes, and not important). 57%
respondents chose an option "very important" which indicates that advertisements on
digital tools are beneficiary. 33% respondents chose an option "important." 7%
respondents chose an option "neutral". 3% respondents chose an option "sometimes,"
and no one chose "not important". We can conclude that advertising a brand on digital
marketing communicational tools is very important.
Brand Activities on Digital Networks:

In this question, we analyzed that should brands promote their brand activities on
digital marketing communicational tools.

Figure 4.11: Distribution of respondents regarding their preference of brand

activities on digital networks

Table 4.11: Frequency of distribution of respondents regarding their preference

of brand activities on digital networks

Promotion_digital_networks
Frequenc Valid
  y Percent Percent Cumulative Percent
Valid strongly
agree 51 51.0 51.0 51.0

agree 42 42.0 42.0 93.0

neutral 5 5.0 5.0 98.0
disagree 2 2.0 2.0 100.0

100 100.0 100.0  

Total
Interpretation: Table 4.11 demonstrates that companies should promote their brands
on digital marketing communicational tools. In this question, there were five options to
choose (strongly agree, agree, neutral, disagree, and strongly disagree). 51%
respondents chose an option "strongly agree" which indicates that companies should
promote their brands on digital marketing communicational tools. 42% respondents
chose an option "agree." 5% respondents chose neutral. Only 2% respondents chose an
option "disagree," and no one chose an option "strongly disagree." We can conclude
that yes companies should promote their brands on digital marketing communicational
tools; it is beneficiary for a brand.

Motivational Factors to Like a Brand:

In this question, we analyzed that given specific factors are how much important to
motivate people to like a particular brand.

Figure 4.12: Distribution of respondents regarding their preference about

motivational factors

Table 4.12: Frequency distribution of respondents regarding their preference

about motivational factors

motivational factors to like a brand (Receive discounts)

 Valid
  Frequency Percent Percent Cumulative Percent
Valid most
important 77 77.0 77.0 77.0

least
important 17 17.0 17.0 94.0
not
important 6 6.0 6.0 100.0
Total 100 100.0 100.0  
motivational factors to like a brand (information about brand
activities)
Valid
  Frequency Percent Percent Cumulative Percent
Valid most
important 48 48.0 48.0 48.0

least
important 38 38.0 38.0 86.0

not
important 14 14.0 14.0 100.0

Total 100 100.0 100.0  

motivational factors to like a brand (brand updates and future
extention)
Valid
  Frequency Percent Percent Cumulative Percent
Valid most
important 73 73.0 73.0 73.0

least
important 21 21.0 21.0 94.0
not
important 6 6.0 6.0 100.0
Total 100 100.0 100.0  
motivational factors to like a brand (To interact)
Valid
  Frequency Percent Percent Cumulative Percent
Valid most
important 61 61.0 61.0 61.0

least
important 32 32.0 32.0 93.0
not
important 7 7.0 7.0 100.0
Total 100 100.0 100.0  

Interpretation: Table 4.12 demonstrates that which factors motivate people to like a
particular brand and how much important they are. In this question, there were four
factors given (receive discounts, informed about company activities, updates on brands
and future extension, and to interact), respondents were allowed to chose an option
(most important, least important, not important) to show how much important each of
the factor.
Receive Discounts: 77% respondents chose an option ''most important" which indicates
that according to the majority of the population, receiving discounts is the most
important factor to get motivated to like a brand. 17% respondents chose an option
"least important" and 6% respondents chose "not important".

Information about brand activities: 48% respondents chose an option ''most important"
which indicates that according to the majority of the population, information about
brand activities is the most important factor to get motivated to like a brand. 38%
respondents chose an option "least important" and 14% respondents chose "not
important".

Updates on brands and future extensions: 73% respondents chose an option ''most
important" which indicates that according to the majority of the population, updates on
brands and future extensions is the most important factor to get motivated to like a
brand. 21% respondents chose an option "least important" and 6% respondents chose
"not important".

To interact: 61% respondents chose an option ''most important" which indicates that
according to the majority of the population, interaction with a brand is the most
important factor to get motivated to like a brand. 32% respondents chose an option
"least important" and 7% respondents chose "not important".

Brand Recognition by Digital presence:

In this question, we analyzed that is digital presence can create brand recognition and
how much it is important.

Figure 4.13: Distribution of respondents regarding brand recognition and digital

presence
Table 4.13: Frequency of distribution of respondents regarding brand recognition
and digital presence

Brand_recognition
Valid
  Frequency Percent Percent Cumulative Percent
Valid strongly
agree 45 45.0 45.0 45.0

agree 46 46.0 46.0 91.0

neutral 7 7.0 7.0 98.0
disagree 2 2.0 2.0 100.0

100 100.0 100.0  

Total

Interpretation: Table 4.13 demonstrates that digital presence of a brand on digital

marketing communicational tools helps in creating brand recognition. In this question,
there were five options to choose (strongly agree, agree, neutral, disagree, and strongly
disagree). 46% respondents chose an option "agree" which indicates that digital
presence is very important for brand recognition. 45% respondents chose an option
"strongly agree." 7% respondents chose neutral. Only 2% respondents chose an option
"disagree," and no one chose an option "strongly disagree." We can conclude that yes
digital presence is very important for brand recognition; it is beneficiary for a brand.

Benefits of Digital Presence:

In this question, we analyzed that what is most wanted or important benefit of brand's
digital presence.

Figure 4.14: Distribution of respondents regarding Benefits of Digital Presence

Table 4.14: Frequency of distribution of respondents regarding Benefits of Digital

Presence

Brand_digital_presence
Valid
  Frequency Percent Percent Cumulative Percent
Valid stock
update 20.9 20.9 20.9 20.9

pricing
update 34.5 34.5 34.5 55.4

discount
offers 42.6 42.6 42.6 98.0

no benefit 2.0 2.0 2.0 100.0

100 100.0 100.0  

Total

Interpretation: Table 4.14 demonstrates that which benefit from brand's digital
presence among the given options is the most wanted by the consumers. In this
question, there were four options to choose (stock update, pricing update, discounts
offers, and no benefits). 42.6% respondents chose an option "discounts offers" which
indicates that discounts offers is most wanted or important benefit for a consumer.
34% respondents chose an option "pricing update" which indicates that second most
wanted benefit pricing update. 20.9% respondents chose an option "stock update" and
2% respondents chose an option "no benefit". We can conclude that providing
discounts offers and update customers with prices can be beneficiary for a brand.

Excess Digital Advertisement:

In this question, we analyzed that is excess amount of advertisements on digital

marketing communicational tools can irritate consumers or not.

Figure 4.15: Distribution of respondents regarding excess digital advertisement

Table 4.15: Frequency of distribution of respondents regarding excess digital

advertisement

Excess_digital_ad
Valid
  Frequency Percent Percent Cumulative Percent
Valid strongly
agree 24 24.0 24.0 24.0
 agree 37 37.0 37.0 61.0
neutral 28 28.0 28.0 89.0
disagree 10 10.0 10.0 99.0
strongly
disagree 1 1.0 1.0 100.0

100 100.0 100.0  

Total

Interpretation: Table 4.15 demonstrates that excess advertisements on digital

marketing communicational tools can irritate the consumers. In this question, there
were five options to choose (strongly agree, agree, neutral, disagree, and strongly
disagree). 37% respondents chose an option "agree." 28% respondents chose an option
"neutral". 24% respondents chose "strongly agree." 10% respondents chose an option
"disagree," and 1% respondents chose an option "strongly disagree." We can conclude
that excess amount of advertisements on digital marketing communicational tools can
irritate consumers.

Regression Test

Regression sum of square = 46.195

Residual sum of square = SSE = 32.714 and

S 2e = .356

ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression 46.195 6 7.699 21.652 .000b
Residual 32.714 92 .356    
Total 78.909 98      
a. Dependent Variable: like_brand
b. Predictors: (Constant), Digital_networks_attracts, motivational factors to like a brand,
Brand_recognition, Promotion_digital_networks, use_digital_network, motivational factors to
like a brand

The significance value is 0.000 which is less than 0.5 (0.000<0.5), it means Ho of
Anova is significant and Ho is rejected.
The descriptive of the variables

Correlations

  like_brand Use_digital_network
like_brand Pearson
Correlation 1 .366**
Sig. (2-
tailed)   .000
N 105 105
Use_digital_networ Pearson
k Correlation .366** 1

Sig. (2-
tailed) .000  

N
105 105

**. Correlation is significant at the 0.01 level (2-tailed).

Model Summary
Std. Change Statistics
Error of
Adjusted the R F Sig. F
R R Estimat Square Chang Chang
Model R Square Square e Change e df1 df2 e
1
.765a .585 .558 .596 .585 21.652 6 92 .000

a. Predictors: (Constant), Digital_networks_attracts,

motivational factors to like a brand,
Brand_recognition,
Promotion_digital_networks,
use_digital_network,
motivational factors to like a brand
  R = 0.765 implies that dependent and independent variables have a strong and
direct relation with each other.
 R- Square = 0.585, this means that 58.5% variation in dependent variable is
explained by the predictors (independent variable) of the model.
 1-R Square = or is the unexplained variation in the dependent variables
due to all.

ANOVAa
Sum of Mean
Model Squares df Square F Sig.
1 Regression 46.195 6 7.699 21.652 .000b
Residual 32.714 92 .356    
Total
78.909 98      

a. Dependent Variable: like_brand

b. Predictors: (Constant), Digital_networks_attracts, motivational factors to like a brand,
Brand_recognition, Promotion_digital_networks, use_digital_network, motivational
factors to like a brand

The value of F- statistic is 21.652 which is very high and the p-value (or the sig value)
is 0.000 which is less than 0.05 (level of significance) this implies that the test of
ANOVA is significant and the model is valid from the given predictors.

Standardi
zed 95.0%
Unstandardize Coefficie Confidence Collinearity
d Coefficients nts Interval for B Statistics
Uppe
r
Std. Lower Boun Toleran
Model B Error Beta t Sig. Bound d ce VIF
1 (Constant) 5.28
2.780   1.899 .006 .024 1.080    
0
motivational factors to
like a brand 8.70 1.35
.700 .089 12.429 .007 .003 .065 .739
0 2

motivational factors to
like a brand 6.00 1.67
2.700 .007 2.225 .002 .015 .172 .596
7 8
 Promotion_digital_networ
ks 3.90 1.37
7.600 .040 0.513 .007 .186 .111 .728
0 4

Brand_recognition 1.50 1.20

7.100 .016 0.211 .001 .156 .126 .827
0 9
use_digital_network
7.89 1.52
2.600 .726 3.035 .000 .595 .943 .657
0 2

Digital_networks_attracts 1.50 1.39

.070 .160 21.429 .046 .003 .296 .717
0 5

1. t-values are calculated by taking the ratio between β and the standard error. (e.g.
5.280/2.780 = 1.899)
2. as far as standard error is increases the t-value is decreases and last-value decreases
the significant value (p-value) will increases and if p-value become more than the
level of significance which is usually 0.05 than the predictor become insignificant or
less important for the model
3. Here the significance value (the p-value) is less than 0.006, 0.007, 0.002, 0.007,
0.001, 0.000, and 0.046 three are less than 0.05 which means that the constant term
as well as the coefficient are significant for model.
4. Standardized Coefficients of Beta: it can be calculated by taking standardized values
of all the predictors and then run the test of regression analysis. In this context,
whatever the value of β be calculated that will be the Standardized Coefficients of
Beta.
5. If there is more than one predictor, Standardized Coefficients of Beta will rank the
importance of the predictors. The bigger value will be more important predictor as
compare to the one which has the smaller value.
6. It shows that 95% confidence Interval which fall between .024 and 1.080. It means
researcher is 95% confident that minimum value for 5.280 may be .024 and
maximum may be 1.080.
7. As in this model which is simple linear regression model where only one predictor
therefore the explanation of tolerance and VIF cannot be explain well. It will
discuss when we discuss multiple regression models.
 Chapter 5
Conclusion

4.1 Conclusion:
This research is conducted to get insight about the relationship of brand awareness and
digital marketing communicational tools. The process of brand awareness is known
very important or as the first step of marketing. There are many digital marketing
communicational tools, but in this research, the focus is on Facebook, Twitter,
Instagram, linkedIn, WhatsApp, and snap chat. Organizations can use these
communicational tools to market any product. The result of this research is that digital
marketing communicational tools can affect the process of brand awareness positively.
According to the observed data of this research, using digital marketing
communicational tools makes the process of brand awareness easy and gives better
results. According to this research, digital marketing communicational tools decrease
the cost of marketing, increase interaction with customers and enable a brand to know
their customers, create brand image better and rapidly, allowing a brand to know the
needs and wants of their customers, etc. these factors directly increases brand
awareness among the people. This research also analyses that Facebook is a most
famous digital network among people which indicates that brands can utilise it for the
process of brand awareness.

In the current scenario, the usage of digital marketing communicational tools ratio is
increasing which can benefit brands by the availability of target audience under the one
assessable roof. It is impacting the brands by providing the platform on which
customers can give reviews and their desires about a product.

Majority of the population use digital marketing communicational tools to gather the
insight about different brands and this leads them to make a purchase decision.
According to this research, there is a tremendous positive impact of the use of digital
marketing communicational tools on brand awareness but also observed that excess
digital presence of a particular brand could create irritation among people (for
example, over advertising on social media).

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Appendix