Efficacy of Facebook Fans: Can They Influence Perception of the Brand?

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 increases 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.