Efficacy of social media in participant percpetion of brand in small to medium size enterprises

Using a qualitative single case study methodology, this research studied the effect that Facebook has on the user of a small to medium size enterprise (SME). The problem under investigation is lack of understanding that social media sites like Facebook have on the perception of the brand by the user. Facebook friends of the SME, a mid-western restaurant/hospitality business, were interviewed to gain insight into the developing use of Facebook as a marketing communication tool relative to brand perception. The data collected suggests that the use of Facebook by a SME does help maintain and in some cases increases the perception of the brand in the positive. The analysis of the data additionally shows this effect on brand perception is based on the drivers of (a) connectivity, (b) change of perception, (c) internal value, (d) goodwill, and (e) the decision process. Interview participants indicate the importance Facebook has as a marketing communication tool. This is due to its co-creative nature and unique features such as liking, commenting, and sharing both verbally and visually information. The findings from the research suggest that Facebook use by SMEs is an important component of an integrated approach to marketing communications when considering the perception of the brand. This research also raises important questions as to what significance Facebook use by SMEs has over other traditional marketing communication methods when creating, communicating, and delivering a message of value.