The Influence of Sources of Social Media Communication on Building Brand Equity in Small Medium Enterprises in Kenya: A Case of Dotsavvy Limited

Abstract

The purpose of this study was to establish the influence of sources of social media communication in building brand equity at Dotsavvy Limited. The objectives were to identify the sources of social media communication used at Dotsavvy Limited, to establish how the sources of social media communication influence the building of brand equity at Dotsavvy Limited and to identify the challenges faced in using the sources of social media communication at Dotsavvy Limited. The study used descriptive approach research design to analyze and interpret data. Data collected was derived from a sample size of 10% of the social media sites followers used at Dotsavvy Limited which were: 89 Facebook followers, 126 LinkedIn followers, 62 Twitter followers, and 32 followers from Dotsavvy website blog. The study established the sources of social media communication mostly used was Facebook with 50% of 308 respondents, while 25% of the respondents use Dotsavvy website blog. The study also established that the two sources of social media communication with the most influence in building brand equity at Dotsavvy were Facebook at 50% and the website blog at 25%. The study concluded that social media communication sources have influence on the building of brand equity with a majority influence from Facebook and the website blog. The findings of the study show that Dotsavvy should increase their brand presence on its least used social media communication sources should increase their marketing content and interactions with their social media followers through creative and strategic marketing campaigns. This will increase Dotsavvy’s brand equity across their social media communication sources which are Twitter and LinkedIn.