Effect of reputation and social media on the financial performance of SMEs – a comparison between selected business sectors

Abstract

Research background: The growing popularity of social media increased its significance as a tool for enhancing corporate reputation. However, SMEs are less engaged in social media than large companies. For this reason, numerous SMEs miss the benefits they could derive from using the potential of social media and fail to optimize their reputation management strategies. Furthermore, substantial diversity among SMEs in their social media engagement practices is evident. Consequently, it is crucial to investigate this problem and identify SME owners' and managers’ perceptions of reputation and social media in specific business sectors. Purpose of the article: The aim of this study is to examine and quantify the effect of the importance of corporate reputations and social media on financial performance. Methods: The questionnaire was completed by 864 SMEs engaged in business activities within one of the following sectors: manufacturing, trade, services, and construction. Subjective perceptions of owners and managers of small and medium enterprises (SMEs) were analyzed. Data collection was conducted in the four Central European countries in the years 2022-2023. The statistical hypotheses were verified using correlation analysis and linear regression modelling. Analytical software IBM SPSS Statistics no. 28 was used in the statistical evaluation of the research data set. Findings & Value added: The corporate reputation of companies is a significant factor, which has a positive effect on the acceptable profit of a company in the business sector of manufacturing, trade, construction, and services. The strongest effect is present in the sector of construction. Social media is an important factor with a positive effect on the perception of a sufficient profit of a company by each business sector except construction. The strongest effect is present in the sector of manufacturing.  Corporate reputation was found to be insignificant for the perception of the ability to pay obligations (solvency) in the manufacturing sector. This effect is stronger in the construction sector in comparison to the trade and services sectors.