Author(s) :

Deborah C. Haule , Joshua Mwakujonga.

Volume/Issue :

Abstract :

The study assessed the influence of social media marketing in enhancing brand awareness in Tanzania basing on a case of CRBD Bank. Specifically, the researcher intended to determine social media platforms and contents preferred by the customers, find out the influence of social media engagement in enhancing brand awareness, explore the barriers and challenges preventing effective social media marketing and brand awareness by using the Customer-Based Brand Equity (CBBE) theory. An explanatory research design with a mixed-methods approach was used. The study sample involved 200 respondents, obtained through purposive sampling techniques. Data was collected through a structured questionnaire and interview guide. The quantitative data were analyzed through descriptive statistics and multiple linear regression analysis. The qualitative data were analyzed using content analysis. The findings have shown that Facebook and Instagram are the most preferred platforms to connect with CRDB bank, with entertaining, informative and promotional content most effective in attracting the user's attention. Regression results indicated that active engagement forms such as commenting, subscribing, and sharing significantly enhance brand awareness, whereas passive actions like “likes” showed no significant effect. Major challenges identified include a lack of attractive content, overly promotional messaging, poor customer interaction, inconsistent posting frequency, and limited platform reach. The study concludes that CRDB can strengthen brand awareness by bringing diverse content, prioritizing interactive engagement and expanding its presence across different platforms. Results contribute to academic literature on digital marketing in Tanzania's financial sector and provide practical insight to institutions aimed at customizing brand visibility and social media strategies for customer connections. Keywords: Social Media Marketing, Brand Awareness, Customer-Based Brand Equity (CBBE) Theory, Social Media Engagement, Content Strategy.

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