The Impact of Social Media promotion on Brand Image An Applied study on Small and Micro Enterprises in Egypt | ||
| المجلة العلمية للبحوث والدراسات التجارية | ||
| Volume 39, Issue 1, March 2025, Pages 1685-1715 PDF (468.94 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/sjrbs.2025.349241.1857 | ||
| Author | ||
| آيه عاطف عبد الغني علي* | ||
| كلية التجارة جامعه حلوان | ||
| Abstract | ||
| This study aims to explore the impact of social media promotion through its dimensions (engagement, advertising and Publicity) on Brand Image (quality, reputation, trust and visual identity) using perceived value as a mediating variable. In this study employs quantitative approach, utilizing a questionnaire method administered to both employees and consumers of small and micro businesses. For the first sample, the research ultimately included 460 observations of consumers in the first sample, For the second sample, the research adhered to the original sample size of 384. It targeted employees from small and micro businesses across 12 companies. It is helped by using the JASP program. The data was categorized using the five Likert scale, with an average weight. Finally, the Findings of the study support the importance of social media in online branding as it is revealed that social media promotion have a positive impact on brand image. in addition to that there is minor differences between consumers and employee's perspective. but both accept that the social media promotion has significant impact on brand image. | ||
| Keywords | ||
| Social media promotion; Brand image; Perceived value | ||
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