The impact of digital marketing on international brand awareness of small size tea companies in Nuwara Eliya, Sri Lanka.

Abstract

This thesis explores how digital marketing influences the international brand awareness of small size tea companies in Nuwara Eliya, Sri Lanka. It examines how these companies use digital platforms to communicate their brand identity and reach international markets while having limited resources. The purpose of this study was to examine how various tools, such as company websites, email marketing, social media marketing, and online advertising, contribute to increasing brand visibility, recognition, and perception among international customers.

The theoretical framework is based on the literature on small business internationalization, brand awareness concepts, and digital marketing theory. Data were collected from 64 employees through a questionnaire among the industry stakeholders and two semi-structured interviews conducted with a tea company owner and a manager involved in marketing activities. These methods were used to understand the connection between digital marketing practices and international brand awareness outcomes, such as online presence, consumer interaction, and brand recognition. The data were analyzed with the help of SPSS software.

The findings of the study shows that digital marketing usage positively affect international brand awareness and consumer engagement among small tea companies. Also depending on middlemen negatively affects international brand awareness, while language barriers, limited digital skills and knowledge, and resource limitations make it difficult to adopt digital marketing.

The study concludes that digital marketing is an important tool for small businesses to improve their brand recognition. It is recommended that companies invest in digital marketing training, reduce dependency on middlemen, and get financial and technical support to strengthen their global brand awareness.