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

Date of Award


Document Type

Capstone Project


Organiz. & Prof. Communication

Degree Name

Master of Professional Studies


Organiz & Prof Communication


Victoria Harben


Social media, Marketing, Brand awareness, Brand equity, Consumer trust


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.

Publication Statement

Copyright is held by the author. Permanently suppressed.

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