The Global Web Index estimated that in 2018, a little uganda email list 439482 contact leads more than 50% of consumers researched products on social media.[35] Businesses often rely on individuals portraying their products in a positive light on social media, and may adapt their marketing strategy to target people with large social media followings in order to generate such comments.[36] In this manner, businesses can use consumers to advertise their products or services, decreasing the cost for the company.
Brand awarenessMain article: Brand awarenessOne of the key objectives of modern digital marketing is to raise brand awareness, the extent to which customers and the public are familiar with and recognize a particular brand.Enhancing brand awareness is important in digital marketing, and marketing in general, because of its impact on brand perception and consumer decision-making. According to the 2015 essay, "Impact of Brand on Consumer Behavior":"Brand awareness, as one of the fundamental dimensions of brand equity, is often considered to be a prerequisite of consumers’ buying decision, as it represents the main factor for including a brand in the consideration set.
