INFLUENCE OF SOCIAL MEDIA MARKETING ON BRAND EQUITY OF BEVERAGE MANUFACTURING COMPANIES IN NAIROBI COUNTY

Purpose of the Study: This study examined the influence of social media marketing on brand equity among beverage manufacturing companies in Nairobi County. It sought to establish the extent to which social media activities, including engagement, reach, follower growth, and conversion metrics, contribute to enhancing brand awareness, loyalty, and associations. Methodology: The research adopted a cross-sectional descriptive design targeting alcoholic beverage manufacturing firms in Nairobi County. Data were collected from 95 respondents drawn from 12 firms using stratified random sampling. Semi-structured questionnaires were administered, and data analyzed using descriptive statistics, Pearson correlation, and regression analysis techniques. Findings: The study established a strong positive relationship between social media marketing and brand equity, with Pearson correlation results showing a significant coefficient of r = 0.864 (p < 0.01). Social media marketing emerged as the strongest predictor of brand equity in the multiple regression model (β = 0.346, p < 0.001). Bivariate regression analysis indicated that social media marketing accounted for 74.7% of the variation in brand equity (R² = 0.747). Respondents strongly agreed that engagement metrics, reach and impressions, follower growth, and conversion indicators were effective measures of social media performance influencing consumer perceptions and brand value. Conclusion: The study concludes that social media marketing significantly enhances brand equity in beverage manufacturing companies within Nairobi County. Firms adopting integrated, interactive, and targeted social media strategies are more likely to strengthen brand awareness, loyalty, and positive brand associations, ultimately improving competitiveness and long-term market performance.