Abstract—Social media is a phenomenon that has drawn a lot of attention both to companies and individuals interacting on the networking landscape. Social media has changed the traditional communication between brands and consumers and enabled consumer to make positive as well as negative influence on brand equity. Therefore, it is important for companies to know, how to manage communicate in social media seeking to build brand equity by building the brand awareness and positive image for brand. The essence of this study is to research how a company can seize the moment of using social media networks to create brand equity and also explore its challenges to draw the attention of those companies venturing into social media networks to increase brand awareness and brand image. In recent days, internet advertising has taken new forms which have more advantages over the traditional mediums like print media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and social. Awareness which include both of recall and recognition become the first step for any move toward a successful market strategy. The Main purpose of this study is to show the role of awareness at social media on the brand equity throw advertising awareness, the conceptual model illustrates the impact of advertising awareness on brand equity and its dimensions. In order to accomplish the objectives proposed, a model reflecting the effect of advertising awareness on brand equity, the model is tested by structural equations modeling and the sample is 273 students, the finding show that advertising awareness has an effect on both brand awareness and brand image. Also advertising awareness has effects on brand equity. The study finding can be used by mobiles market to increasing brand equity.

Index Terms—Advertising awareness, brand awareness, brand image, brand equity.

Abdullah Awad Alhaddad is with the Marketing and International Trade Department, Higher Institute of Business Administration (HIBA), Damascus, Syria.

Cite: Abdullah Awad Alhaddad, " The Effect of Advertising Awareness on Brand Equity in Social Media," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 5, no. 2, pp. 73-84, 2015.