Solutions to enhance brand awareness and purchase intention through social media marketing activities in the context of DannyGreen Corporation

Abstract

Brand awareness plays a crucial role in shaping consumer behavior, especially in the context of clean, organic, and healthy food products. For DannyGreen Corporation, enhancing brand awareness performance on social media platforms is a strategic priority, which supports the company’s efforts to launch new product lines and expand its presence in both domestic and international markets. This study examines the impact of social media marketing activities on brand awareness and purchase intention. The research addresses a gap in the literature regarding the relationships among these variables within Vietnam’s food and beverage (F&B) industry, as well as shifts in consumer purchasing behavior. A mixed-methods approach was employed, incorporating desk research, qualitative interviews, and quantitative surveys to examine the influence of social media marketing activity factors on brand awareness and purchase intention, based on 293 valid responses from DannyGreen’s consumers. The findings reaffirm the positive impact of social media marketing activities – particularly ad informativeness, educational content, and customization – on both brand awareness and purchase intention. By emphasizing the strategic value of social media marketing in enhancing brand awareness, this study offers practical implications for F&B businesses aiming to enhance their brand presence through social media platforms.