This study investigated the influence of Social Media Marketing (SMM) on brand performance amongst the Small and Medium-sized Enterprises (SMEs) in Zimbabwe’s detergent manufacturing industry, specifically in Harare. Many Zimbabwean detergent SMEs lack effective market strategies and have not fully utilized social media to enhance brand awareness, image, loyalty and overall performance, despite high internet and mobile penetration rates. The research sought to determine how consumer digital interaction affects brand awareness and to explore the relationship between electronic word-of-mouth and brand recognition. Employing a positivist philosophy and quantitative research approach, the study used a survey of 370 participants, with 300 usable questionnaires returned. The data analysis, conducted using SPSS Version 16, revealed a positive influence of consumer digital interaction on brand awareness. The linear regression analysis results demonstrated that there is a positive and significant influence of consumer digital interaction on brand awareness following a positive beta value and a p-value of 0.000 which demonstrated the significance of the positive influence. The paper also found out that there is a positive relationship between electronic word of mouth and brand recognition of SMEs in the detergent manufacturing industry in Harare, Zimbabwe. The paper recommends that detergent SMEs leverage online platforms for advertising to improve brand performance. The future research should investigate the impact of consumer digital interaction and electronic word-of-mouth on the brand performance of larger organizations across various sectors.