Abstract:

Social media are an integral part of modern society, especially in the context of the use of mobile devices. Family businesses are slowly beginning to perceive the necessity of using social media to promote and further develop their activities. Moreover, social media provide family businesses with information about customers. What is family businesses’ brand positioning? It is the creation of a place in consumers’ mind which will be a collection of benefits derived by consumers and which will allow for building a lasting and credible brand position in their consciousness. The proper placement of the brand in the basket of consumer needs, which will reflect the efforts of family businesses to gain a market position, can be considered as success. The aim of the paper is to verify the research hypothesis referring to the still low awareness of family businesses concerning the use of social media to build their brand in the framework of the study conducted on the basis of in-depth interviews with a standardised list of required information (n=30).