The Utilisation of Social Media Platforms for Brand Image and Market Position Development Among SMEs

Abstract

The compelling perspectives on brand image and market position are anchored to social media’s role as a marketing platform. The utilisation of social media has enormous influence in numerous business sectors, which according to Jokinen, is linked to the amount of time spent by the target market. Integrating search engine optimisation in marketing strategies such as a website increases organic traffic for market visibility. This chapter explores the relationship between the role and influence of social media in establishing brand image and market position development of SMEs. Social media is emerging and playing a substantial role in every aspect of marketing, particularly for brand imaging and market position development. Social media have undoubtedly created avenues for sharing products, which have allowed Multinationals companies to see and account for effects shared, especially with the unprecedented growth of marketing efforts and initiatives that target online customers.