Social Enterprise as a PR Tactic for Brand Reputation

Abstract

The study aims to understand the effect of social enterprise (SE) practice in an organizations’ brand reputation. In order to determine SE’s influence, surveys, online and onground, were given to 66 undergraduate public health students to gain insight from consumers. The surveys were done by purposive sampling and respondents were classified by age and economic background. There were three parts in the survey where students were inquired about their exposure to SEs, their advocacies and social values, and perspective on social impact’s influence on brand reputation. Results showed that people were generally in favour of SEs’ social value, advocacies, and social impact translated in their products or services. All three aspects of SE, social value, social advocacy, and social impact, were highly correlated to one another. The study showed that SEs have a positive influence on brand reputation in terms of promoting SEs’ purpose and receiving public approval.