Small but Smart: Qualitative Content Analysis of Successful Thai Small and Medium Enterprises’ Brand Communication on Social Media
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Abstract
Aiming to explore effective social media message strategies for small and medium enterprises’ (SMEs) brand communication, a qualitative content analysis was conducted to enrich each strategy’s details and expand the horizon of social media content analysis mostly used the quantitative methodology. Thematically analyzed, all 3,147 Facebook posts during 2015-2017 of eight awarded Thai SMEs yielded 19 subcategories of content strategies reflecting three SMEs’ brand communication practices: presenting brand identity; practicing brand-related marketing activities; plus leveraging secondary associations.
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