Understanding the role that brand communication plays in influencing brand reputation from a consumer perspective against the Urde and Greyser Corporate Brand Identity and Reputation Matrix: Samsung South Africa

Abstract

This explanatory case study investigates the role that Samsung’s Facebook communication plays in influencing brand reputation from a consumer perspective, amongst consumers based in Sandton, Johannesburg. For this study, Samsung’s Facebook content between 1st May 2017 and 31st May 2017 was analysed qualitatively, as the first data collection method. The second method of data collection was in-depth, semi-structured interviews with participants who are Samsung consumers. Both data collection methods were informed by the framework for the study, the Urde and Greyser Corporate Brand Identity and Reputation Matrix, which identifies key contributors to brand reputation. This allowed for a comparison between how Samsung has positioned itself on Facebook and the consumer perception of the communication, against the reputational elements of the framework to assess whether any discrepancies existed between the two perspectives. The study found that from the consumer perspective, Samsung’s Facebook page is positively aligned in terms of communicating differentiation, responsibility, recognisability and trustworthiness. In terms of the reputational element of credibility, participants felt that Samsung could communicate more strongly to match the needs of more technically-inclined consumers. With respect to willingness to support on Facebook, participants felt the brand did not truly encourage two-way communication, and focused rather on product communication. Relevance, deals with the value that the Samsung brand communicates beyond product oriented communication, however not all participants felt that Samsung was achieving this in their Facebook communication. Whilst the researcher concludes that Samsung’s has created a positive brand reputation through Facebook overall, the paper provides possible recommendations to remedy the potential discrepancies found to improve and enhance brand reputation.