Perception of Innoson Vehicle’s Brand Awareness on Social Media Platform among Residents of Abuja, Nigeria

Abstract

The study underscores the perception of Innoson vehicles brand awareness on social media platforms among residents of Abuja in Nigeria, with a view to examining perception of the brand visibility of Innoson vehicles on social media among Abuja residents, the perception on whether Innoson Vehicle’s messages communicates its brand awareness on social media, and perception on the extent to which Innoson Vehicle utilise social media platforms in communicating its brand awareness. It surveyed and purposively sampled Abuja residents in Nigeria, who are ardent followers of Innoson Vehicle on social media, using cross sectional design. The findings of the study revealed that Innoson’s brand is more visible on Facebook and Twitter than on Instagram, YouTube and WhatsApp. It further found that Innoson Vehicle’s brand awareness messages hardly express the true essence/personality of its brand. The study concludes that while people majorly get to know about Innoson vehicles on Twitter and Facebook, it showed a low visibility rate on YouTube, WhatsApp and Instagram. It further concludes among others that Innoson Vehicle’s messages are not compelling and emotionally appealing enough on social media, its messages do not communicate its brand awareness on social media as it should. It recommends that Innoson Vehicle should strengthen and expand its brand visibility more on YouTube, Instagram, and WhatsApp, where its brand’s visibility is found to be low, and that Innoson should invest efforts in crafting compelling and emotionally appealing messages that will effectively communicate its brand awareness social media.