Eagerness of Brand Awareness among Female Consumers in the Digital Age of Saudi Arabia

Abstract

Digital age has led to a drastic change in the field of marketing. Branding of products and services
is of vital importance to the companies through the digital channels considering its wider range and reach
of the audience. Brand awareness symbolizes how acquainted your target audience is with your brand and
how well they will recognize it. This study investigates the eagerness of female consumers towards brand
awareness in Saudi Arabia through the technological advancement in digital channels. This is a
quantitative study conducted using questionnaire survey through google forms in the regions of Riyadh &
Eastern Province. Around 200 females participated in the survey. The results of this research study
confirm the uprising trend in usage of social media among the females and its impact on brand awareness
and purchase decisions. These research results will be useful for companies to improve their social media
marketing strategies and enhance the brand awareness.