Examining the effect of social media sharing of SMEs on brand positioning from the perspective of consumers who use social media

In the study, a five-dimensional scale was developed to examine the effect of SMEs' social media sharing on brand positioning through consumer perception, and questions were asked to 227 people. The scale evaluates the impact of SMEs' social media sharing on brand positioning, brand trust, brand value proposition, brand personality, consumers' opinions on self-expression and social interaction. Consumers' perspective on the brand trust of SMEs' social media sharing was researched according to gender. Depending on the time spent by consumers on social media, the effect of SMEs' social media sharing on brand positioning was examined. The data obtained in line with the research model was tested with statistical analysis. As a result of the analysis, it was seen that the differentiated features of the product or service attracted the attention of consumers in SMEs' social media sharing. It was concluded that although the majority of consumers stated that social media sharing contents were clear and understandable, they were undecided about whether the contents were honest. The research shows that consumers care more about the brand's value proposition and emotional benefits than the functional benefits of the brands they follow on social media. When SMEs' perspective on the brand trust dimension of social media content is examined according to gender, it is seen that gender difference is not a distinguishing feature in terms of whether the content is clear and understandable or not. When consumers are considered according to the time they spend on social media, it is concluded that consumers who spend 3-6 hours a day on social media interact with the brand in many areas depending on brand positioning principles. Despite this, no significant relationship was found between the time spent by consumers on social media and the brand positioning of SMEs through social media.