Impact of Social Media on the Brand Image of Small and Medium Enterprises

By Project Professional Ghana

Chapter 2

The fast changing business environment and tough 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 the small and medium enterprises or business environment operates. Small and Medium Enterprises are able 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 increase their worthiness, cultivate strategic partnerships and increase their contact with customers and suppliers and also consumer attitudes and decision making. Therefore, the study investigates the impact of social media on the brand image of Small and Medium Enterprises.

This chapter explores the concept and classification of Small and Medium Enterprises (SMEs), examining their unique features and significance to economic development. It highlights the differences between SMEs and large enterprises. The chapter also discusses social media its types, relevance to SMEs, and impact on brand image. Additionally, it analyzes the benefits and challenges social media presents to SMEs, emphasizing how effective use can enhance brand identity and visibility.