A study of using different social media platforms to promote different intended brand images

Abstract

Social media marketing has long become an integral part of organizations’ brand communication strategy. Firms use multiple social media platforms to serve a variety of different objectives regarding brand marketing including brand image promotion. However, social media platforms are different in multiple respects of their nature, characteristics, user base, and so on. Therefore, it is important to acknowledge differences between social media channels and apply them properly to promote brand image more effectively. The motive of this thesis is to understand how SMEs in Vietnam use multiple social media platforms differently to communicate the intended brand image(s) as well as the effects that each channel generates on brand image. Using these findings, the study is expected to contribute to the existing study and provide practical implications on how social media platforms could be used differently to promote different brand images.

To realize the goal of this study, qualitative research with abductive reasoning was adopted employing the semi-structured interview technique. Three interviews with local marketing specialists coming from different business sectors were conducted to collect data on the sub and main research questions to reach a conclusion on the study subject. The research concluded that different social media platforms should not be treated the same when promoting the intended brand image(s). Facebook is the most effective to approach audiences between 25 and 40s. It offers the highest effectiveness and positive influences on brand image. Facebook is also appropriate to promote various brands’ desired attributes. TikTok is the best channel to reach Gen Z. The platform is most effective to communicate fun, dynamic, and similar brand values but the impacts on brands are mixed. Brands are not active on Instagram as they are on the other two social media sites. It offers the least obvious effects on brand image compared to TikTok and Facebook.