Date of Conferral
4-2-2025
Date of Award
April 2025
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Douglas Gilbert
Abstract
Small and medium enterprises (SMEs) must grow their brand awareness to attract and sustain business. This study delves into the social media marketing strategies SME managers use to improve brand awareness. Guided by Aaker’s brand equity model as the conceptual framework, the study was to identify key elements SMEs can leverage to strengthen their social media presence. This qualitative multiple case study across sectors included six participants who were managers of SMEs in Ontario, Canada, who had proven their ability to leverage key elements of social media marketing for brand awareness. Data analysis relied on Yin’s five-step process and the qualitative data analysis tool NVivo was used to organize, transcribe, code, and break out the data thematically. Four major themes emerged from the data, which participants associated with successful social media-driven brand awareness: (a) engagement, (b) visuals, (c) community alignment, and (d) tailored messaging. The key recommendations for SMEs would be to focus on authenticity and community-driven engagement to enhance brand recall, recognition, and top-of-mind awareness that, according to the conceptual framework, will drive brand awareness. The implications for positive social change include the potential for SMEs to enhance brand awareness through social media marketing, thereby contributing to business sustainability and employment opportunities.
Recommended Citation
Shepherd, Margaret Blackburn Kay, "Canadian Small and Medium Enterprises Use of Social Media to Improve Brand Awareness" (2025). Walden Dissertations and Doctoral Studies. 17545.
https://scholarworks.waldenu.edu/dissertations/17545
