Social Media Reels on Brand Awareness and Engagement Among Generation Z

Abstract

This study was conducted to assess how social media reels, as marketing strategy, affects brand awareness and engagement among Gen Z. In particular, the study aimed to determine the socio-demographic profile of the participants; determine the perception of the participants on how social media reels influence their brand awareness in terms of promotion, interactive advertising, and influencer; determine the perception of the participants on how social media reels influence their brand engagement in terms of like, comment, share, views, and followers. This study used a descriptive research design, and data were collected from 150 respondents. The findings indicate that most participants belong to lower-income groups, likely students or young professionals. The findings also revealed that the participants highly perceived that social medial reels significantly influence their brand awareness in terms of promotion, interactive advertising, and influencer. Furthermore, the participants highly perceived that social media reels significantly influence their brand engagement in terms of likes, comments, shares, views, and followers.