ASSESSMENT OF THE EFFECT OF ADVERTISING AWARENESS ON BRAND EQUITY ON SOCIAL MEDIA (A STUDY OF ABRAHAM ADESANYA POLYTECHNIC)
Abstract
This study sought to examine the effect of advertising awareness on brand equity on social media, focusing specifically on Abraham Adesanya Polytechnic (AAPOLY). Guided by four distinct research objectives, the study delved into effect of advertising awareness on brand equity on social media, focusing specifically on Abraham Adesanya Polytechnic (AAPOLY), using The Elaboration Likelihood Model (ELM) and The Social Identity Theory. The research design employed was the Survey Research Design, with data collected through a structured questionnaire. The sampling technique used was Voluntary Sampling, and the sample size was determined to be Three Hundred and Sixty-Eight (368) using the Survey Monkey Sample Size Calculator based on a population of 8,455. The study found out among others that, diverse associations participants made with the institution's brand image, ranging from modern and innovative to trustworthy and reliable, emphasize the multifaceted effects of advertising strategies. The study however recommended among others that, Abraham Adesanya Polytechnic should strategically develops personalized content to align with the preferences and interests of their target audience.
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