Impact of online marketing activities on brand awareness: Case of industrial kitchen equipment company
1 Faculty of Business Management, Hanoi University of Industry, Vietnam.
2 Department of Financial and Accounting, Hanoi University of Industry, Vietnam.
Review Article
World Journal of Advanced Research and Reviews, 2024, 22(03), 757–766
Article DOI: 10.30574/wjarr.2024.22.3.1768
Publication history:
Received on 02 May 2024; revised on 11 June 2024; accepted on 14 June 2024
Abstract:
Online marketing is becoming increasingly urgent for businesses in the modern business environment, providing businesses with many important benefits. Online platforms allow for two-way interaction, helping businesses build strong relationships with customers and increase brand awareness. The research is based on the AIDA model theoretical framework, RACE aims to study the impact of online marketing activities on customer brand awareness. From there, it implies for businesses to improve policies, enhance online marketing activities, increase brand awareness of Ha Yen industrial kitchens, and contribute to promoting their purchase intentions. The research framework was conducted through an overview of research on the impact of online marketing activities on brand awareness. Combining two qualitative research methods, the authors conducted quantitative research through questionnaires, and the collected data was analyzed via SPSS 26. The results of the study clarify the impact of online marketing activities on brand awareness.
Keywords:
Online marketing; Brand awareness; SEO; Email marketing; Social media
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0