Building Brand Identity Through Social Media Platform during Covid-19 Pandemic

Building a substantial brand identity value has become key issue for many companies' reputation. In previous years, the majority of studies focused on consumer's perspective towards organizations’ equity value. Thus, this study expanded earlier research by offering more in-depth exploration and understanding organizations' how they develop their through social media platforms. A qualitative approach using semi-structured interviews was employed to explore small medium enterprise (SME) food beverage service industry. Interviews were conducted with independent truck businesses in Kuala Lumpur, Malaysia. This yielded results that showed respondents' interest building Creating perception is recognized its customers an essential activity (FT) owners communicate digitally.