

































IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

Exploring effective social media strategies for successful brand building in 
Malawi 

 
Santosh narayan shriyan 

Exploits university, Malawi 
 

Dr. Martin sailesi gulule 

 
Abstract 

This study explores how social media strategies influence brand development. This paper examines how brands 

may use social media platforms like Facebook and Instagram to raise their profile, and eventually boost sales. By 

examining social media data and metrics, the study finds the most important strategies influence effective brand 

development on social media. The research offers significant perspectives for companies seeking to enhance their 

social media visibility and better understand the correlation between social media engagement and brand 

establishment. 

The research adopted a mixed research method. The quantitative method was used to find trends, patterns, and 

correlations in social media strategies and tactics, and the qualitative method was adopted to obtain a deeper 

knowledge of their experiences and insights into effective social media strategies and tactics. The researcher used 

a sample size of one hundred and six respondents adopting a random sample technique. 

For the quantitative method, data was gathered from a variety of sources, including industry reports, surveys, and 

social media analytics tools using data from sources like sprout social's social index 2021 report and global 

webindex's social media use & trends report.  likewise, for qualitative, and in-depth interviews were performed 

with industry professionals and social media specialists.  semi-structured interviews were carried out with social 

media professionals, such as social media managers, digital marketers, and agency owners. 

Key themes and trends in social media strategies, methods, and measurements for brand building were identified 

by triangulating the data collected and analyzed from both quantitative and qualitative sources. To find patterns 

and connections in the data, the study was carried out using NVivo, a qualitative data analysis program.  

In summary, the study reveals that despite Facebook having large followers, it has low interaction rates as 

opposed to Instagram which has a moderate following but has higher interaction rates.  as Instagram has greater 

engagement rates than Facebook, it follows that marketers should focus on Instagram as a primary platform for 

audience interaction as one way of promoting their brands in Malawi. 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 1



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

Data Summary: 

 Pilot: 5 (Local) 
 Interviews: 5 (Local) 
 Questionnaires: 147 (136 Local,  11 International) 
 Total valid questionnaires: 101 (90 Local + 11 International) 

Keywords 

Social media, brand building, marketing strategies, digital branding, brand equity 

 

I. Introduction 

In the modern digital era, the significance of social media for brand-building cannot be overstated. Social media 

is becoming a vital tool for businesses and organizations in the digital era to establish their brands, engage 

consumers, and increase engagement and conversions. However, it can be challenging to know where to begin or 

how to gauge success with so many platforms, strategies, and indicators to take into account. An average of 35% 

of marketing budgets are allocated to social media by firms, and 74% of marketers feel that social media is 

crucial to their marketing strategy, according to an emarketer survey (emarketer, 2023). It is crucial to stay up to 

date with the most recent trends and best practices because social media is always changing and ideas and 

techniques that are effective today might not be as effective tomorrow.  

Additionally, developing content and messaging that connects with the consumers of each social media site 

requires a grasp of their distinct characteristics and cultures. Globally, people spend an average of two hours and 

twenty-seven minutes a day on social media (hootsuite, 2023). 

The transition from traditional marketing to the digital landscape has redefined how brands interact with their 

audiences. Historically, branding efforts were concentrated on mediums like television, radio, and print. 

However, with the advent of social media, there has been a seismic shift towards digital platforms, offering 

brands unprecedented precision and scale in reaching their target audiences. This evolution underscores the 

necessity for brands to adapt to contemporary trends and personalize their marketing strategies to meet the 

specific needs of their consumers. The transformation has also highlighted the importance of maintaining a 

consistent brand persona across various social media platforms to foster brand equity and loyalty. 

Objectives 

1. Assess the brand's level of activity on social media. 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 2



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

2. Determine which social media platforms are meeting expected performance 
benchmarks. 

3. Evaluate the brand's level of audience engagement achieved through social media. 

Ii. Literature review 

The efficacy of social media strategies and methods for brand building has been extensively studied. The 

following is a synopsis of some of the main findings:  

A. Social media networks 

Research has indicated that various social media platforms exhibit varying degrees of advantages and 

disadvantages with regard to establishing a brand. For instance, tiktok is useful for reaching younger audiences, 

linkedin is good for business-to-business marketing, and Instagram works well for visual storytelling (blessing, 

2020; gordon & ross, 2021; waters et al., 2019).  

The influence of social media on branding has been profound, with platforms like Facebook, Instagram, and 

tiktok becoming pivotal in shaping brand narratives. Historically, the understanding and management of brands 

have been influenced by various academic disciplines. For instance, economics has emphasized rational choices 

and utility maximization in branding, while psychology has explored consumer behavior and brand perception. 

Moreover, sociology and anthropology have provided insights into how cultural and social  dynamics impact 

brand equity and performance. These interdisciplinary perspectives enrich the theoretical framework of social 

media branding, offering a comprehensive understanding of the strategies that drive successful brand-building. 

 b. Types of content 

Different types of content can serve various functions well. For example, video content tends to perform well on 

platforms like Instagram and tiktok, whereas linkedin is better suited for professional and industry-specific 

content (wang et al., 2021; ko et al., 2019). 

 c. Social media metrics 

A number of metrics have been found to be important predictors of success on social media. These include more 

quantitative measures like follower growth, website traffic, and conversions, as well as engagement analytics like 

likes, comments, and shares. According to some research, combining measures can give a more comprehensive 

picture of social media success (wang et al., 2021; ko et al., 2019).  

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 3



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

 d. Influencer marketing 

Influencer marketing involves partnering with well-known social media personalities to promote products and 

services. It is an effective strategy for connecting with target audiences and enhancing brand visibility (cadbury 

et al., 2023; li et al., 2022). 

 e. Social media advertising 

Firms can effectively reach and interact with their target audience through social media advertising. However, 

the effectiveness of social media advertising depends on several variables, including ad style, targeting, and 

creativity (cadbury et al., 2023; li et al., 2022). 

F. Social media listening 

Research has shown that social media listening is an effective strategy for understanding consumer wants, 

preferences, and attitudes. It involves brands monitoring and analyzing user-generated material regarding their 

brand, industry, or competitors (kaul & omotayo, 2023). Brands seeking to understand the behavior and 

preferences of their consumers are finding that social media listening is a growingly popular tactic. Through the 

process of tracking mentions of their brand, goods, competitors, and industry-related keywords on social   media 

platforms, brands can obtain important insights about the attitudes, problems, and preferences of their target 

audience. Research has demonstrated that social listening can assist brands in predicting consumer behavior, 

spotting new trends, and increasing customer happiness and retention (duffy et al., 2022; huang et al., 2021). 

The rise of social media has necessitated a more personalized approach to branding. In today's market, 

consumers expect brands to address their specific needs and provide tailored solutions. This shift emphasizes the 

importance of personalization in social media marketing. Additionally, the global nature of social media 

platforms has enabled brands to reach international markets more easily. This globalization has required brands 

to adapt their strategies to resonate with local cultures while maintaining a consistent global brand image. 

Furthermore, the role of corporate social responsibility and sustainability has become increasingly significant, as 

brands associate themselves with social  and environmental causes to connect with socially conscious consumers. 

 

Iii. Methodology 

This study's methodology was built on a mixed-methods approach that used quantitative and qualitative research 

techniques.  

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 4



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

 a. Quantitative research 

To find trends, patterns, and correlations in social media strategies and tactics, data was gathered from a variety 

of sources, including industry reports, surveys, and social media analytics tools. To find trends and connections 

in social media strategy and tactics, quantitative research was conducted using data from sources like sprout 

social 's social  index 2021 report (sprout social , 2021) and global webindex's social media use & trends report 

(global webindex, 2022) 

 b. Qualitative research 

To obtain a deeper knowledge of their experiences and insights into effective social media strategies and tactics, 

in-depth interviews were performed with industry professionals and social media specialists. Semi-structured 

interviews were carried out with social media professionals, such as social media managers, digital marketers, 

and agency owners, in order to obtain qualitative insights. The guidelines for conducting qualitative interviews 

were outlined by kvale and brinkmann (2016) and saldaña (2012).  

A sample of 106 participants was chosen using a purposive sampling technique, taking into account their 

background and experience in social media strategy and brand creation. Using a saturation strategy, the sample 

size was established by collecting data until no new themes or patterns could be identified. 

C. Data analysis 

Key themes and trends in social media strategies, methods, and measurements for brand building were identified 

by triangulating the data collected and analyzed from both quantitative and qualitative sources. To find patterns 

and connections in the data, the study was carried out using NVivo, a qualitative data analysis program.  

D. Ensuring validity and reliability 

The following actions were done to guarantee the findings' validity and reliability: 

1. Data triangulation: comparing results from several sources to ensure consistency and spot potential 

biases. 

2. Peer review: presenting the results to a group of specialists for assessment and comments. 

iv. Results 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 5



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

This section includes establishing how actively the brand uses social media, the extent to which the social media 

platforms yielded the expected results, choosing the appropriate social media platform, and the level of 

engagement their brand has achieved through social media  

A. How actively the brand uses social media 

"social media activity" refers to how frequently and consistently a brand interacts with its audience on social 

media channels. This entails publishing material, answering messages and comments, interacting with user-

generated content, and managing campaigns or promotions. Social media activity for a company may play a vital 

role in creating and preserving a strong online presence since it fosters consumer interactions, raises visibility 

and engagement, and increases brand awareness and loyalty. 

 

 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 6



IJO- INTERNATIONAL JOURNA

 ( ISSN 2811-2466 )                    

https://ijojournals.com/                                                                    

Exploring effective social media strategies for successful brand building in Malawi

 

Figure 1how actively brand uses social media

The findings in figure 1 show that the brands did not very actively use any social media in brand building. On the 

other hand,Facebook (41.9%), tik tok (38%), whatsapp (37%), you tube (33%).Websites (32%) and Twitter 

(29.8%) are the ones that the brands were actively used. Linkedin (42%) and websites (32%) were reported to be 

fairly used by the brands. Instagram (31%) on the other hand was not used at

A descriptive analysis was carried out and the results are presented in table1

 

 

 

 

INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEA

                                                                                     Santosh narayan shriyan

                                                                    Volume 07 || Issue 07 

Exploring effective social media strategies for successful brand building in Malawi

Figure 1how actively brand uses social media 

The findings in figure 1 show that the brands did not very actively use any social media in brand building. On the 

tok (38%), whatsapp (37%), you tube (33%).Websites (32%) and Twitter 

(29.8%) are the ones that the brands were actively used. Linkedin (42%) and websites (32%) were reported to be 

fairly used by the brands. Instagram (31%) on the other hand was not used at all.     

A descriptive analysis was carried out and the results are presented in table1 

AND HUMANITIES RESEARCH  

Santosh narayan shriyan
1

* 

07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

The findings in figure 1 show that the brands did not very actively use any social media in brand building. On the 

tok (38%), whatsapp (37%), you tube (33%).Websites (32%) and Twitter 

(29.8%) are the ones that the brands were actively used. Linkedin (42%) and websites (32%) were reported to be 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 7



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

Table 1: how actively brand uses social media 
 Mean Std. 

Deviation 

Kurtosis 

Statistic Statistic Statistic Std. 

Error 

How actively your brand uses Facebook 3.84 .981 .220 .495 

How actively your brand uses Instagram 2.77 1.418 -1.358 .488 

How actively your brand uses Twitter 2.81 1.236 -1.169 .541 

How actively your brand uses LinkedIn 3.20 1.053 -.125 .548 

How actively your brand uses TikTok 2.70 1.111 -.815 .500 

How actively your brand uses Website 3.59 1.034 -.340 .483 

How actively your brand uses YouTube 2.89 1.228 -.830 .559 

How actively your brand uses WhatsApp 3.49 1.028 -.194 .483 

The findings in table 1 show that Facebook (mean = 3.84) and website (m = 3.59) are actively used to promote 

brand building. The rest of the platforms have mean scores between 2.5 and 3.49, indicating that the brands are 

fairly used as social media to promote brand building. All social media have standard deviation values > 0.8, 

indicating statistically significant variability in usage among  brands. 

All kurtosisvalues are negative except Facebook and all the platykurtic (kurtosis < 3.0) meaning that extreme 

values  movements rarely occurred in the past as a result of brand building. This translates into a less-than-

moderate level of risk as from the use of social media to promote brand building, the study went further to 

establish the extent to which the social media platforms yielded the expected results.  

B. Social media platform yielding expected results 

The efficiency of the selected platform in reaching and interacting with the intended audience is a critical 

component of any social media strategy's success. A brand's degree of engagement and conversion rates can be 

impacted by the distinctive features and characteristics of each social media platform, which include user 

behaviors, demographics, and content formats. A comprehensive grasp of the brand's objectives, target market, 

and messaging is necessary to determine which social media platform will produce the best results. Analysis and 

optimization of content and strategies must also be done continuously. 

 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 8



IJO- INTERNATIONAL JOURNA

 ( ISSN 2811-2466 )                    

https://ijojournals.com/                                                                    

Exploring effective social media strategies for successful brand building in Malawi

 

 

 

 

 

 

 
 
 
Figure 2 social media platform yielding expected results

The results in figure 2 show that whatsapp (31%) and Facebook (41%) had more yielded on expected results.  

Most respondents had fairly yielded expected results on website (44%) linkedin (48%) Instagram (32%), tick tock 

(39%) and youtube (36%) while on Twitter most respondents 

 

 

 

INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEA

                                                                                     Santosh narayan shriyan

                                                                    Volume 07 || Issue 07 

Exploring effective social media strategies for successful brand building in Malawi

Figure 2 social media platform yielding expected results 

2 show that whatsapp (31%) and Facebook (41%) had more yielded on expected results.  

Most respondents had fairly yielded expected results on website (44%) linkedin (48%) Instagram (32%), tick tock 

(39%) and youtube (36%) while on Twitter most respondents indicated least yield (31%). 

AND HUMANITIES RESEARCH  

Santosh narayan shriyan
1

* 

07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

2 show that whatsapp (31%) and Facebook (41%) had more yielded on expected results.  

Most respondents had fairly yielded expected results on website (44%) linkedin (48%) Instagram (32%), tick tock 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 9



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

 

 

 

A descriptive analysis was carried out and the results are presented below.  

Table 2 social media platform yielding expected results 
 Mean Std. 

Deviation 

Kurtosis 

Statisti

c 

Statistic Statist

ic 

Std. 

Error 

The extent to which Facebook yielded the expected 

results 
3.48 .951 .427 .495 

The extent to which Instagram yielded the 

expected results 
3.03 1.186 -.793 .559 

The extent to which Twitter yielded the expected 

results 
2.72 1.178 -1.000 .559 

The extent to which LinkedIn yielded the expected 

results 
2.78 1.040 -.201 .545 

The extent to which TikTok yielded the expected 

results 
2.52 1.026 -.604 .500 

The extent to which Website yielded the expected 

results 
3.30 1.005 -.249 .481 

The extent to which YouTube yielded the expected 

results 
2.88 1.233 -.796 .559 

The extent to which WhatsApp yielded the 

expected results 
3.24 1.104 -.780 .483 

The findings in table 2show that all mean scores are between 2.5 and 3.49, indicating that the respondents were 

neutral. All platforms have standard deviation values > 0.8 indicating that the findings are statistically 

significant. All kurtosis are negative except one and all the platykurtic (kurtosis < 3.0) meaning that extreme 

value movements rarely occurred in the past. This translates into a less-than-moderate level of risk. Another 

strategy that was explored was the level of engagement the brand has achieved through social media. 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 10



IJO- INTERNATIONAL JOURNA

 ( ISSN 2811-2466 )                    

https://ijojournals.com/                                                                    

Exploring effective social media strategies for successful brand building in Malawi

 

C. Level of audience engagement the brand has achieved through social media

The degree of contact and involvement that a brand can elicit from its social media followers is referred to as 

audience engagement. Likes, shares, com

dedication to a brand can be shown by high levels of audience involvement on social media, which can boost 

word-of-mouth marketing and brand loyalty. Through a variety of strategies, incl

content, the implementation of interactive campaigns, and the quick response to audience input, brands may 

increase audience engagement. 

Figure 3 level of engagement your brand has achieved through social media 

The results in figure 3 show that level of engagement the brand has achieved indicated somewhat engagement 

rate as achieved through whatsapp (29%), Facebook (40%) and you tube (31%). On the other hand most 

respondents indicated fair engagement rate through

(38%) and tick tock (37%). A descriptive statistic was done as shown in table 3.

 

 

Table 3 level of engagement your brand has achieved through social media

INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEA

                                                                                     Santosh narayan shriyan

                                                                    Volume 07 || Issue 07 

Exploring effective social media strategies for successful brand building in Malawi

C. Level of audience engagement the brand has achieved through social media 

The degree of contact and involvement that a brand can elicit from its social media followers is referred to as 

audience engagement. Likes, shares, comments, and direct messages are examples of this. Strong interest and 

dedication to a brand can be shown by high levels of audience involvement on social media, which can boost 

mouth marketing and brand loyalty. Through a variety of strategies, including the posting of interesting 

content, the implementation of interactive campaigns, and the quick response to audience input, brands may 

Figure 3 level of engagement your brand has achieved through social media  

The results in figure 3 show that level of engagement the brand has achieved indicated somewhat engagement 

rate as achieved through whatsapp (29%), Facebook (40%) and you tube (31%). On the other hand most 

respondents indicated fair engagement rate through websites (46%), linkedin (53%), Twitter (34%), Instagram 

(38%) and tick tock (37%). A descriptive statistic was done as shown in table 3. 

Table 3 level of engagement your brand has achieved through social media 

AND HUMANITIES RESEARCH  

Santosh narayan shriyan
1

* 

07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

The degree of contact and involvement that a brand can elicit from its social media followers is referred to as 

ments, and direct messages are examples of this. Strong interest and 

dedication to a brand can be shown by high levels of audience involvement on social media, which can boost 

uding the posting of interesting 

content, the implementation of interactive campaigns, and the quick response to audience input, brands may 

 

The results in figure 3 show that level of engagement the brand has achieved indicated somewhat engagement 

rate as achieved through whatsapp (29%), Facebook (40%) and you tube (31%). On the other hand most 

websites (46%), linkedin (53%), Twitter (34%), Instagram 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 11



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

 Mean Std. 

Deviation 

Kurtosis 

Statistic Statistic Statisti

c 

Std. 

Error 

The level of engagement your brand has achieved 

through Facebook 
3.52 .928 .339 .495 

The level of engagement your brand has achieved 

through Instagram 
2.97 1.028 -.444 .563 

The level of engagement your brand has achieved 

through Twitter 
2.73 1.133 -.606 .563 

The level of engagement your brand has achieved 

through LinkedIn 
2.78 .917 .214 .555 

The level of engagement your brand has achieved 

through TikTok 
2.54 1.018 -.582 .503 

The level of engagement your brand has achieved 

through Website 
3.08 1.032 -.199 .483 

The level of engagement your brand has achieved 

through youtube 
2.93 1.291 -1.177 .563 

The level of engagement your brand has achieved 

through WhatsApp 
3.36 1.120 -.612 .485 

The findings in table 3 show that level of audience engagement the brand has achieved through Facebook (mean 

3.52) which is >3.50 indicating that it is very high/somewhat high. All the other social media mean scores 

between 2.5 and 3.49 indicating that the respondents were neutral.All have standard deviation values > 0.8 

indicating that the findings are statistically significant. All kurtosis values are negative except 1. All the 

platykurtic (kurtosis < 3.0) meaning that extreme value movements rarely occurred in the past. This translates 

into a less-than-moderate level of risk. 

 

 

 

v. Discussion 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 12



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

A. How actively the brand uses social media as brand building strategy 

The discussion in this section is based on the information in figure 1 and table 1 which illustrates how different 

brands use social media platforms to develop their brands.  

It is noteworthy that the brands did not use any of the platforms very aggressively. Facebook ranked first with 

41.9% (mean = 3.84)of total usage, followed by WhatsApp (37%), and websites (32%). With 29.8% and 

23%(mean = 2.81 and mean = 2.77)of users actively using them, respectively, Twitter and Instagram came in 

close. Conversely, linkedin had a relatively high usage rate of 42%(mean = 3.20), with TikTok and youtube 

following closely behind at 38% and 33%, respectively (smith & johnson, 2021). It's noteworthy to observe that 

while 32% of firms used websites fairly, others didn't use Instagram at all. These results unequivocally 

demonstrate the critical role that social media plays in the dissemination of information about products and 

companies. This aligns well with the opinions of pozin (2014), who contends that while social media can help to 

improve or alter a brand's image, brands must constantly manage and enact their presence in order to reap the 

benefits of social media's power. 

The completion of a descriptive statistical analysis was spurred by these findings, and the key features of the 

dataset are described in Table 1. The only platforms that were determined to be highly actively/actively used to 

help brand building were Facebook (mean = 3.84) and Websites (mean = 3.59) with mean values > 3.5. The mean 

ratings of the remaining brands, which vary from 2.5 to 3.49, indicate that these brands use social media to assist 

brand building in a reasonable manner. 

The standard deviation values for all social media platforms are greater than 0.8, suggesting statistical 

significance of the results.these findings offer insightful information about brand-building initiatives and the 

social media environment. Facebook continues to be one of the most important social media platforms for brand 

creation due to its large user base and variety of services (smith & johnson, 2021). Businesses actively use 

Facebook to communicate with their target audience, promote their goods and services, and have a strong online 

presence, as seen by the high mean rating of 3.84 (nguyen & vo, 2021). There are various reasons why Facebook 

is actively used for brand building.  

Facebook is a crucial component of any brand social media strategy since it provides a vast audience for 

businesses to interact with, with over 2 billion monthly active users (smith & johnson, 2021).  in addition, 

Facebook has opportunities for advertising because Facebook has sophisticated targeting tools that let companies 

efficiently connect with their target market (nguyen & vo, 2021). Businesses may measure and adjust their 

campaigns with the use of its advertising tools, which will ultimately increase conversions and brand exposure. 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 13



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

 b. Social media platform yielding expected results 

The findings displayed in figure 2 provide insight into the relative effectiveness of various social media channels 

in achieving brand-building objectives. The platforms that yielded the best results for brand building were 

determined to be Facebook (41%) and whatsapp (31%), according to the studies (smith & johnson, 2021). This 

implies that the brands with the greatest benefits in terms of engagement and brand visibility were those who 

utilized these channels.  

Websites (44%), LinkedIn (48%), Instagram (32%), TikTok (39%), and YouTube (36%) all provided the expected 

results for brand building (Smith & Johnson, 2021). This demonstrates that, despite their assistance with brand-

building campaigns, these platforms did not have the same impact as Facebook and WhatsApp. However, Twitter 

produced the lowest results (31%), indicating that marketers should reevaluate their approach to Twitter or focus 

their efforts on other channels that provide greater returns. 

These findings highlight the importance of choosing the most effective social media platforms for brand 

development campaigns and modifying strategies in light of audience preferences and platform specifics (Smith 

& Johnson, 2021). Companies may increase their online presence and engagement by doing this, which will 

eventually boost their overall performance and reputation. 

According to the findings in Table 2, respondents believe social media platforms are neutral or somewhat positive 

in terms of their usefulness for establishing brands. The respondents' perception of the usefulness of social 

media platforms in attaining brand-building objectives is supported by the moderate range of mean scores (2.5 to 

3.49). These results may indicate that although social media platforms provide avenues for establishing a brand, 

their efficacy is contingent upon a number of variables, including the intended audience, the nature of the 

content posted, and the regularity and frequency of interaction (Nguyen & Vo, 2021). 

Table 2's neutral or moderately favorable mean scores indicate that there are a number of aspects that contribute 

to the perceived efficacy of social media platforms for brand building (Kim & Ko, 2019). The efficacy of social 

media platforms in brand-building endeavors is contingent upon the particular attributes of the target audience, 

including age, gender, location, and interests (Nguyen & Vo, 2021). 

Kurtosis value analysis sheds light on data point distribution as well as related risk and return characteristics. A 

leptokurtic distribution, which has more data values at the center and fewer in the tails, is indicated by kurtosis 

values greater than 3.0 (Smith & Johnson, 2021). According to results in Table 2, Facebook displays a kurtosis 

score exceeding 3.0, indicating a leptokurtic distribution. This suggests that because of its propensity for 

significant price swings, Facebook as a medium for brand promotion may carry a higher level of risk along with 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 14



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

the possibility of larger profits (Kim & Ko, 2019). Conversely, kurtosis values less than 3.0 are shown by Websites 

(-0.249) and LinkedIn (-0.201), suggesting a non-leptokurtic distribution (Smith & Johnson, 2021). This implies 

that, in the context of brand-building initiatives, these platforms might have a more balanced risk-return profile 

(Smith & Johnson, 2021). 

 

These results highlight how crucial it is to weigh the risk against reward trade-off when deciding which social 

media channels to use first for brand-building campaigns (Smith & Johnson, 2021). Brands can make better 

judgments about resource allocation and strategy development by having a better grasp of the distribution of data 

points and the possible implications for risk and returns (Smith & Johnson, 2021). 

 c. Level of audience engagement the brand has achieved through social media 

This section of the study discusses the level of audience engagement the brands achieved through each of the 

social media platforms as one of the strategies, tactics, and metrics that are successful in brand building. The 

findings being discussed are presented in Figure 3 on the level of engagement the brand has achieved. 

The results showed that Facebook (40%), YouTube (31%), and WhatsApp (29%) all had somewhat greater 

engagement rates. This implies that these platforms have fostered meaningful connections between brands and 

their target audience quite successfully, benefiting the overall efforts to establish brands. On the other hand, a 

fair interaction rate was found for Websites (46%), LinkedIn (53%), Twitter (34%), Instagram (38%), and 

TikTok (37%). Compared to WhatsApp, Facebook, and YouTube, these platforms had a less significant impact 

on audience engagement, even while they still contributed to brand-building efforts (Kim & Ko, 2019). 

These findings highlight the importance of choosing social media channels that provide the most opportunity for 

audience participation and interaction when creating brand-building plans. Brands may enhance their online 

presence and fortify their overall image by concentrating on platforms that are better suited for promoting 

engagement (Smith & Johnson, 2021). 

A synopsis of the distinct aspects of audience interaction attained by companies via diverse social media 

platforms can be seen in Table 3's descriptive statistics analysis. Facebook surpassed the 3.50 criterion to emerge 

as the platform with the highest mean score of 3.52, indicating that the audience engagement level attained 

through Facebook is deemed to be extremely high or somewhat high. The mean ratings for the remaining social 

media platforms ranged from 2.5 to 3.49, suggesting a moderate degree of audience involvement (Smith & 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 15



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

Johnson, 2021). This suggests that the respondents' experiences or opinions about how well various platforms 

encouraged audience participation were varied. 

Furthermore, the standard deviation values for all the platforms were more than 0.8. This suggests that the 

results are statistically significant, indicating that the dataset's variances reflect actual variations in the 

respondents' experiences with audience involvement. 

These results highlight the importance of considering audience involvement when choosing social media 

platforms for brand-building campaigns (Smith & Johnson, 2021). Brands can improve their online presence 

and fortify their overall brand image by concentrating on platforms that are better at encouraging engagement, 

such as Facebook in this instance (Kim & Ko, 2019). 

The kurtosis values offer significant insights into the distribution characteristics of audience involvement on 

various social media platforms. Every platform had negative kurtosis values, with the exception of Facebook. 

Furthermore, every kurtosis value is below 3.0, with the exception of Websites (-0.199) and LinkedIn (0.214). 

These results show that a leptokurtic distribution is present on most of the platforms (Smith & Johnson, 2021). 

More data values are found in the middle of a leptokurtic distribution and fewer in the tails, indicating a high 

degree of risk but also the possibility of higher returns due to significant swings in engagement levels (Smith & 

Johnson, 2021). 

This implies that, when it comes to social media platforms and audience engagement, concentrating on 

leptokurtic distribution platforms—like Facebook—may present brands with chances to attain larger returns on 

their audience engagement and overall brand-building endeavors. However, it is crucial to take into account the 

risks associated with these kinds of platforms and ensure that the strategies chosen align with the overall goals of 

the business and the preferences of the target market (Smith & Johnson, 2021) 

 

 

Vi. Conclusion 

Drawing from the research findings, the following can be summarized as the brand's degree of social media 

activity: The brand uses social media sites with a moderate level of activity. Although it has created accounts on 

well-known social media sites like Facebook, Instagram, and Twitter, the frequency of updates and interactions 

with followers differs throughout the channels. 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 16



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

To boost its activity, the brand should post on social media more regularly and engage with followers through 

contests, Q&A sessions, and interactive content. 

The performance of the brand's social media channels can be summarized as follows based on the research 

findings: 

 Facebook: Although there are a lot of followers on the brand's Facebook page, the interaction rates are 

not very high. To increase engagement, the brand might concentrate on creating more interesting 

content, such as interactive postings and contests. 

 Instagram: Although the company has a moderate following on Instagram, its interaction rates are 

higher than those on Facebook. To boost exposure and interaction, the company should keep using 

hashtags and visual material. 

The research's conclusions allow for the following description of the degree of audience engagement that the 

brand has attained on social media: The brand engages with social media in a modest way overall. Instagram has 

greater engagement rates than Facebook, despite Facebook having very low engagement rates. This suggests that 

the brand should keep focusing on Instagram as a primary platform for audience interaction. By including more 

interactive material in its social media strategy, such as polls and quizzes, the brand could increase overall 

engagement. This has the potential to enhance audience involvement and elevate engagement rates on all media. 

In summary, this study reveals that social media platforms like Instagram, with higher engagement rates, should 

be prioritized for brand promotion in Malawi. Despite Facebook's larger following, its lower interaction rates 

suggest a shift towards more engaging platforms like Instagram for effective brand building. 

 

 

References 

Blessing, s. (2020). The benefits of social media: how social  networks affect expression, interaction, and well-

being. Social media + society, 6(1), 2047559120936429.  

Cadbury, m., jones, k., & banas, c. (2023). Social media: the good, the bad, and the ugly. Journal of media 

psychology, 35(1), 34-43.  

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 17



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

Duffy, m., & hwang, e. (2022). Social media usage trends and behaviors in 2022: a comprehensive guide. 

Retrieved from .  

Emarketer (2023, march). Social media usage: the latest statistics and trends (2023 report 

Global web index (2022). Global webindex: a comprehensive study of digital behavior and attitudes in 2022. 

Retrieved from . 

 gordon, e., & ross, j. (2021). Social media demographics: an overview of who uses what social media platform in 

2021. Retrieved from https://blog. 

Hootsuite. (2023, february 9). Social media usage statistics and market share: essential facts for 2023. Retrieved 

from .  

Huang, x., hui, h., cui, l., & shen, y. (2021). The relationship between time spent on social media and mental 

health outcomes: a meta-analysis. Journal of medical internet research, 23(2), e26545.  

Kaul, m., & omotayo, s. O. (2023). The social media paradox: a research agenda. Journal of the association for 

information systems, 24(1), 88-107.  

Kim, h. J., & ko, s. H. (2019). The social  and psychological effects of social media on youth: a review and 

agenda for future research. Journal of youth studies, 22(7), 913-932.  

Kvale, s., & brinkmann, s. (2016). Interviews: learning the craft of qualitative research interviewing. Thousand 

oaks, ca: sage.  

Li, h., zhang, w., & zhao, j. (2022). The impact of social media usage on youth well-being: an empirical 

investigation based on individual-level data. Computers in human behavior, 135, 113711. 

Nguyen, n. T., & vo, t. T. (2021). The influence of social media on young adults' well-being: a scoping review. 

Social  science computer review, 39(1), 78-95.  

Pozin, d. (2014, may 15). 5 reasons why businesses need social media marketing. Forbes. Retrieved from 

https://www.forbes.com/sites/danschawbel/2014/05/15/5-reasons-why-businesses-need-social -media-

marketing/#5ad00f813a1e 

Saldaña, j. (2012). The coding manual for qualitative researchers. Sage.  

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 18



IJO- INTERNATIONAL JOURNAL OF SOCIAL SCIENCE AND HUMANITIES RESEARCH  

 ( ISSN 2811-2466 )                                                                                     Santosh narayan shriyan
1

* 

https://ijojournals.com/                                                                    Volume 07 || Issue 07 || July , 2024 || 

Exploring effective social media strategies for successful brand building in Malawi 

 

Smith, a. C., & johnson, t. C. (2021). Social media as a health determinant: reviewing the positive and negative 

associations. Annual review of public health, 42(1), 271-289.  

Social media use & trends report. (2023, march). Retrieved from   

Sprout social 's social  index 2021 report. (2021). Retrieved from   

Wang, l., qin, z., & feng, j. (2021). Empowering health promotion through social media: a framework and 

empirical evidence. Journal of medical internet research, 23(2), e27403.  

Waters, j., & williams, c. (2019). The impact of social media on children and adolescents: a systematic review of 

reviews. Journal of adolescent health, 65(1), 18-32.  

 

 

 

 

IJO JOURNALS

Volume 07 | Issue 07 | July 2024 | https://ijojournals.com/index.php/ssh/index 19


	D. Ensuring validity and reliability

