Abstract
Using a qualitative single case study methodology, this research studied the effect that a Facebook page has on friends of the brand. The problem under investigation is the lack of understanding effects social media sites like Facebook has on the perception of the brand by the user. The data collected suggests that the use of Facebook by a SME does help maintain and in some cases increase 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. 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.
Highlights
Since the new millennium, the function of marketing has not changed, but the tools used to create, communicate, and deliver a message of value have
Data from the review of The Place’s internal documents and Facebook page observations were used for both analysis and development of interview questions that yielded the third set of data from participant answers
As the interview questions and correlating responses from the participants [along with data from the internal document and observations] are related to the categorical themes drawn from the research sub-questions, the analysis is proportional to those five categories of connectivity, change of perception, internal value, goodwill, and decision process
Summary
The function of marketing has not changed, but the tools used to create, communicate, and deliver a message of value have. Of particular interest among marketers is the use of social media portals like Facebook as a new communication tool. To date scholarship has not caught up effectively to investigate the varying implications that Facebook has for both marketing theory and practice [1]-[4]. Little research exists that examines the effect Facebook has on the perception of the brand in small to medium size enterprises (SMEs). If the intention of using capital and human resource to develop and maintain a Facebook site is part of an overall marketing strategy, a better understanding of this new and developing phe-. (2014) Efficacy of Facebook Fans: Can They Influence Perception of the Brand?.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
