Social media facilitates connections among individuals and the exchange of views. Visual and video content on social media serves as an effective means of entertainment akin to television, hence acquiring significant relevance in the marketing domain. Many firms are increasingly interested in engaging with their clients through social media and advertising their products across various social media platforms. This study examined the function of social media in generating brand awareness among users and sought to determine if the degree of brand awareness affects customers' purchase intentions. The findings suggest that the creative material shared by companies, the pre/post-purchase help they give online, user engagement, brand perception, and brand offers might incentivize users to engage with brands on social media and enhance brand recognition. The degree of brand awareness can affect customers' buying intentions.

Social media marketing, Brand awareness, Brand building, Customer interaction with brands.