Role of Social Media Marketing in Building Event Brand Awareness: Rhythm of Kumari vs Rhythm of Kumari 2.0 at Prince Group of Companies, Monday Market

Abstract

This study examines the role of social media marketing in building event brand awareness with reference to the music concert events Rhythm of Kumari and Rhythm of Kumari 2.0 organized by Prince Group of Companies. The research focuses on how digital platforms such as Instagram, Facebook, YouTube, and WhatsApp contribute to increasing audience engagement, visibility, and event recognition. Primary data were collected from 250 respondents using a structured questionnaire, and the data were analyzed using statistical tools such as the Kruskal–Wallis test and Spearman’s correlation. The findings highlight that engaging digital content, consistent social media presence, and targeted promotions significantly enhance audience interest and brand recall. The study concludes that strategic social media marketing plays a crucial role in transforming events into recognizable and trusted entertainment brands.