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

By Project Professional Ghana

Chapter 4

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”.

This chapter presents and analyzes the data collected from respondents to provide insights into the study. It begins with an overview of respondents’ background information, including gender, age, educational qualifications, work experience, and the nature of their SMEs. It then presents responses related to the role, benefits, and challenges of social media use in SMEs. Finally, the chapter offers data analysis through reliability and validity tests to ensure the accuracy and consistency of the findings.