Physique brand identity persuasiveness in social media message content

Abstract

This study focuses on how Malaysian micro SMEs, in this case, food truck (FT) businesses, could digitally utilize social media as an effective branding tool for their products and services and create significant customer value to survive in the local competitive market. It is crucial for Malaysian SMEs (food truck, FT) operators to convince their customers through social media message content, specifically on what is being posted on their social media page. Thus, we examined the different aspects of persuasive message content taking place on social media. A qualitative approach using semi-structured interviews was employed to explore the SME food and beverage service industry. In addition, interviews were conducted with independent food truck founders and owners in Kuala Lumpur, Malaysia. This study yielded results that showed respondents' interest in physique brand identity persuasion in social media platforms. Creating an excellent physique brand identity persuasion recognized by its customers through social media has become an important activity for food truck (FT) owners to communicate their brand digitally.