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Social Media Marketing in Creating Brand Awareness and Brand Trust

Small as well as big businesses these days are largely making use of social media platforms to enhance their visibility and to promote their brands/products/services. By interacting more with people, the marketers can easily
 create brand awareness and establish brand identity, which gradually can help gain trust in the brand. Two hypotheses were formulated to examine the impact of social media marketing on brand awareness and brand trust. One of the most popular social
 networking sites, Facebook, and two most popular e-commerce brands Amazon and Flipkart were considered to study the effect. Data was gathered from 394 students/research scholars from the University of Jammu, using a well-structured questionnaire,
 employing convenience sampling. Data analysis was done using statistical tools like percentages, correlation, regression etc. Results signify that though social media platforms serve as a major tool in creating awareness and building trust, these
 cannot solitarily help develop and grow a business.