Title

The Impact of Social Media Marketing on a Brand for Entrepreneurial Business

Date of Award

6-3-2014

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Victoria Harben

Keywords

social media marketing; social media; marketing; brand awareness; brand equity; consumer trust

Abstract

Now more than ever entrepreneurial businesses are using social media as a means for marketing their brand. Research proves that for most entrepreneurial businesses, the effective use of social media marketing creates brand awareness, builds brand equity, and leads to consumer trust. This occurs while keeping costs low for an entrepreneurial business especially with the assistance of a start-up manual. As a result, entrepreneurial businesses that remain active and post regularly to their social media sites can increase their bottom line using social media marketing. This study discusses current research in the field of social media marketing while providing a start-up manual to assist entrepreneurial businesses in setting up and managing these sites effectively.

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