Title: THE IMPACT OF SOCIAL MEDIA ON BRAND IMAGE IN SMALL SCALE ENTERPRISES. A CASE STUDY OF NEW JUABEN SOUTH MUNICIPAL

By Project Professional Ghana

Full: Chapter 1 to 5

With the fast-changing business environment and hard global competition, small and medium enterprises are finding it difficult to function at optimum level. Today, social media has become the new phenomenon that has changed how small and medium enterprises or business environment operates”. Small and Medium Enterprises are ready to “gain access to resources that were otherwise not available to them. The introduction of social media in small and medium provides the direct tools to extend their worthiness, cultivate strategic partnerships and increase their contact with customers and suppliers and also consumer attitudes and decisions. Therefore, the study investigates the “impact of social media on the brand image of Small and Medium Enterprises”. To realize the target of the study, a purposive sampling technique was wont to select from the targeted population. Closed-ended questionnaires are going to be distributed to get primary data information from the respondents. The analysis of the info is going to be supported quantitative research method and descriptive statistics using SPSS software application. The findings of this study revealed that “small and medium enterprises use social media applications as a marketing tool for the branding and marketing of their products”. However, the character and structure of their small and medium enterprises affect the recruiting of professionals to handle social media platforms of the business. Finally, the researcher recommended that the necessity for future studies be conducted on the research topic to supply small and medium enterprises with more information and knowledge on how social media affect their brand image.