Social Media Marketing's Impact on Debenhams' Brand Awareness

This dissertation investigates the benefits of social media marketing in enhancing brand awareness, focusing on the case of Debenhams. The research employs both primary and secondary data collection methods, including positivism philosophy, a deductive approach, questionnaires, and quantitative research to achieve its aims and objectives. The study examines the impact of social media marketing on Debenhams' brand awareness, the conceptual framework of social media marketing, and the benefits of increased brand awareness on sales performance. Findings indicate that social media marketing has significantly improved Debenhams' brand reputation by increasing its customer base, providing a competitive edge, and boosting sales and profitability. The literature review covers the definition and importance of social media marketing in the context of Debenhams, its impact on brand awareness, and the advantages of increased brand awareness in terms of sales performance. The dissertation concludes that effective social media marketing strategies are crucial for Debenhams to maintain and improve its market position.