Digital Marketing Tools and Brand Awareness

Evidence from Digitally Aware Youth in the Lifestyle Product Market

Abstract

Purpose: The purpose of this study is to examine the relationship between digital marketing tools and brand awareness among digitally aware youth in the lifestyle product market. Drawing on Keller’s and Aaker’s brand equity frameworks, brand awareness is conceptualised as consumers’ ability to recognise and recall a brand within a product category. The study investigates content marketing, retargeting, and social media marketing as key determinants of brand awareness.

Design/methods/approach: Primary data were collected from the survey of 128 respondents in Kathmandu Metropolitan City using a structured questionnaire adapted from validated scales. A descriptive and relational research design was employed to analyse the associations between the selected digital marketing tools and brand awareness.

Findings: Findings revealed that content marketing, retargeting, and social media marketing are positively and significantly associated with brand awareness among urban youth.

Implications: The findings indicate that marketers should use an integrated digital strategy—prioritising social media, leveraging informative content, applying retargeting selectively, and emphasising brand reputation and product uniqueness—to effectively build brand awareness, especially for small businesses in Kathmandu.

Originality/value: The study contributes empirical evidence from an emerging market context and provides practical insights for marketers seeking to enhance brand visibility among digitally engaged young consumers.

JEL Classification: M31, M37, O33