Abstract:
Using a qualitative single case study methodology, this research studied the effect that a Facebook
page has on friends of the brand. The problem under investigation is the lack of understanding effects
social media sites like Facebook has on the perception of the brand by the user. The data collected
suggests that the use of Facebook by a SME does help maintain and in some cases increase
the perception of the brand in the positive. The analysis of the data additionally shows this effect
on brand perception is based on the drivers of a) connectivity, b) change of perception, c) internal
value, d) goodwill, and e) the decision process. Interview participants indicate the importance Facebook
has as a marketing communication tool. The findings from the research suggest that Facebook
use by SMEs is an important component of an integrated approach to marketing communications
when considering the perception of the brand. This research also raises important questions
as to what significance Facebook use by SMEs has over other traditional marketing communication
methods when creating, communicating, and delivering a message of value.
