How Digital Marketing Tools Influence Brand Awareness

Abstract

Purpose: This study aims to examine the relationship between digital marketing tools and brand awareness among digitally engaged or aware youth in the lifestyle product market. Grounded in Keller’s and Aaker’s brand equity frameworks, the study investigates the influence of content marketing, retargeting, and social media marketing on brand awareness. Design/methodology/approach: This study employs a survey research design and collects 128 responses from urban youth in Kathmandu Metropolitan City. Data were analysed using SPSS 23.v. Findings: Findings revealed that content marketing, retargeting, and social media marketing significantly influence brand awareness among the urban youth. Implications: The findings imply that marketers should use an integrated digital strategy (i.e., prioritising social media, leveraging informative content, applying retargeting selectively, and emphasising brand reputation and product uniqueness) to effectively build brand awareness. Originality/value: This study extends the literature on digital branding by providing empirical evidence from an emerging market context, offering context-specific insights into the factors that strengthen brand visibility among digitally engaged young consumers and informing more effective marketing strategies. JEL Classification: M31, M37, O33