The impact of social media on the marketing strategies of South African businesses

2013 ◽  
Author(s):  
Michelle Dateling ◽  
Geoffrey Bick
Keyword(s):  
Social Media ◽  
South African ◽  
Marketing Strategies ◽  
The Impact

PENGARUH SOSIAL MEDIA TERHADAP BRAND AWARENESS AMARIS HOTEL

2020 ◽  
Vol 14 (02) ◽  
pp. 53-61
Author(s):  
Sofiani Sofiani
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Correlation Method ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Use Of Social Media ◽  
The Impact

Social media has became one of the marketing strategies by most of the companies to deliver their brands, products and services to customer. Apart from the advantages of the use of social media for companies, it is becoming difficult for companies to raise awareness for their brand beause of the competition. The aim of this research is to determine the impact of social media on brand awareness of Amaris Hotel. The results of this research obtained from questionnaires that had been distributed to the respondents in Jakarta and processed with correlation method. The results shows that social media gives quite big and positive impact on building and estabilishing brand awareness of AYANA Amaris Hotel for 41,5%, and Instagram gives the biggest impact on brand awareness of Amaris Hotel. The level of brand awareness of Amaris Hotel has reached the highest level, Top of Mind level. Keywords: Social Media, Brand Awareness, Marketing, Amaris Hotel

scholarly journals Social media marketing and business competitiveness: evidence from South African tourism SMMEs

2017 ◽  
Vol 15 (2) ◽  
pp. 411-423 ◽  
Author(s):  
Patient Rambe
Keyword(s):  
Social Media ◽  
South African ◽  
Tourism Industry ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Competitive Strategies ◽  
Media Technologies ◽  
Business Competitiveness ◽  
Medium Enterprises ◽  
The Impact

The increasing prominence of social media marketing in advancing the global reach and visibility of products and services is ideal for the South African tourism industry, which depends on local and international visitors for leveraging its business activities and competitiveness. However, what remains under-explored in tourism literature is the depth of integration of social media marketing into the competitive strategies of emerging tourism small, micro and medium enterprises (SMMEs). To address this grey area, this study explored the extent to which tourism SMMEs utilize social media technologies (SMTs) to extend their market share and the implications thereof for the competitiveness of their business operations. Drawing on a quantitative approach, a survey was conducted on 234 tourism SMMEs’ owner/managers in the Free State province of South Africa to establish the impact of social media marketing on the competitiveness of their businesses. Evidence suggests that tourism SMMEs employed social media marketing predominantly for online marketing of their products/services, promoting their products/services, attracting existing customers, and sometimes, for integrating it into their marketing strategies. Results of correlation analysis revealed that social media marketing is positively and significantly related to the competitiveness of tourism SMMEs. The recommendations for leveraging the integration of social media marketing into the competitive strategy of the small business are provided.

Branded Content on Social Media

2017 ◽  
pp. 118-131
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Vital Part ◽  
Long Run ◽  
Social Media Platforms ◽  
Marketing Tool ◽  
The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

scholarly journals The Impact Of Viral Marketing On Corporate Brand Reputation

2014 ◽  
Vol 13 (2) ◽  
pp. 213 ◽  
Author(s):  
Lawrence Mpele Lekhanya
Keyword(s):  
South African ◽  
Sampling Method ◽  
Small Sample ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Corporate Brand ◽  
Brand Reputation ◽  
Negative Comments ◽  
The Impact ◽  
Quantitative Nature

This paper reports on the impact of viral marketing on corporate brand reputation. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of corporate branding of South African companies. The study was conducted in four South African provinces. The sample consisted of 75 companies, selected using a stratified sampling method, with respondents completing a five-point Likert scale questionnaire with the assistance of an interviewer. The results revealed that the majority of respondents were either neutral or disagreed that people make positive comments about their companies via viral marketing. The paper will benefit company managers, marketing managers, company owners, and all affiliated stakeholders in emphasizing a new way to consider future viral marketing strategies, understanding its impact on corporate brand reputation, and how to manage negative comments pertaining to corporate brand reputation. Most work on viral marketing has concentrated on viral marketing campaigns, with little emphasis on the impact of viral marketing on corporate brand reputation. The findings are limited by the studys exploratory, quantitative nature and small sample. Generalizing should be done with care and further research with larger samples and consideration of other provinces is therefore recommended.

scholarly journals What drives Web 2.0 adoption in South African civil society organisations

2014 ◽  
Vol 16 (1) ◽  
Author(s):  
Kiru Pillay ◽  
Manoj S. Maharaj
Keyword(s):  
Social Media ◽  
Civil Society ◽  
Web 2.0 ◽  
South African ◽  
Civil Society Organisations ◽  
Internal Reasons ◽  
Media Services ◽  
American Elections ◽  
The Impact ◽  
External Reasons

Background: The impact and consequences of social media adoption on society are only just being realised and studied in detail; consequently, there is no universal agreement as to the reasons for the adoption of these services. Even understanding why some social media services are popular remains to some extent elusive. The practical use of Web 2.0 does not provide any answers either with, for example, a noticeable difference in the way social media was strategically used by Barack Obama and Mitch Romney in the lead-up to the 2009 American elections. However, recent studies that have focused on social media adoption within specific sectors have begun to shed some light on these emerging adoption patterns; two studies in particular are illustrative: a 2012 study on the newspaper sector and a study on social media adoption and e-government.Objectives: This study investigates why South African civil society organisations (CSOs) adopt Web 2.0 services and the perceived and actual benefits of such adoption.Method: A survey questionnaire was sent to 1712 South African CSOs listed in the Prodder database to explore why certain social media services were adopted and the perceived benefits thereof.Results: Internal reasons for the adoption of social media services by South African CSOs coalesce around organisational visibility and access to information. External reasons focus on organisations needing to become more relevant and more connected to like-minded organisations and initiatives.Conclusion: The pervasiveness of Web 2.0 technologies makes it inevitable that CSOs will have to restructure themselves to remain relevant.

scholarly journals The impact of social media on recruitment: Are you LinkedIn?

2018 ◽  
Vol 16 ◽  
Author(s):  
Tanja Koch ◽  
Charlene Gerber ◽  
Jeremias J. De Klerk
Keyword(s):  
South Africa ◽  
Social Media ◽  
South African ◽  
Structured Interviews ◽  
Recruitment Process ◽  
Wide Range ◽  
Managerial Implications ◽  
Social Media Tools ◽  
Use Of Social Media ◽  
The Impact

Orientation: With many organisations vying for the same talent, it is important to ensure that the correct methods are utilised in identifying and attracting the best talent to an organisation.Research purpose: This research investigates the impact of social media on the recruitment process in South Africa.Motivation for the study: As the competition for qualified talent increases, organisations need to understand where to focus their resources to attract the best talent possible. The use of social media is growing daily and its use in the recruitment process seems to have grown exponentially.Research design, approach and method: The sample comprised 12 recruiters, spanning a wide range of industries in South Africa. Semi-structured interviews were conducted and a thematic analysis was utilised to identify themes and subthemes.Main findings: Despite still utilising some traditional methods of recruiting, South African recruiters follow their international counterparts, with LinkedIn being central to their respective recruitment processes. The use of Twitter and Facebook for recruitment was found to be substantially lower in South Africa than elsewhere. Without following a focused approach, the volume of work that emanates from using social media may overwhelm a recruiter.Practical and managerial implications: Recruiters cannot execute effective recruitment without applying social media tools such as LinkedIn. However, training in the optimal use of social media is essential.Contribution: This study indicates that LinkedIn has a major impact on recruitment in South Africa, but that social media is not a panacea for recruitment issues.

scholarly journals ROLE OF SOCIAL MEDIA IN MARKETING OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) PRODUCT DURING COVID 19 PANDEMIC

2020 ◽  
Vol 1 (2) ◽  
pp. 239-249
Author(s):  
Arifah Hidayati ◽  
Melvi Yansi
Keyword(s):  
Social Media ◽  
Small And Medium Enterprises ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Good Prospect ◽  
Medium Enterprises ◽  
The Impact ◽  
Online Buying ◽  
Insight Into

This study aims to explain how the role of social media in marketing MSME products during the Covid 19 pandemic in DKI Jakarta. This research method is qualitative by using phenomenological predictions. The results of this study explain that MSMEs are more dominant in using the TikTok, Instagram, Facebook, and WhatsApp applications in promoting their products because they are easier to implement and can attract more consumer interest through interesting videos and photos. Therefore, social media provides a good prospect for increasing the sales of MSME products in DKI Jakarta which is experiencing the impact of the COVID-19 pandemic. This is because the digital marketing system provides an online buying and selling platform, in order to facilitate the ordering and purchasing process. So that consumers can interact with MSME owners to make transactions directly. The results of this study suggest that MSME have to understand and add insight into the importance of digital marketing strategies to support the sustainability of MSME businesses. Digital marketing is an opportunity that can be developed to achieve maximum business benefits during the COVID-19 pandemic.

Marketing Strategies of Films in Bollywood Industry

2020 ◽  
pp. 314-325
Author(s):  
Ipsita Barat
Keyword(s):  
Social Media ◽  
Paradigm Shift ◽  
Film Industry ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Principal Character ◽  
Hindi Cinema ◽  
The Impact ◽  
Hindi Film ◽  
New Millennium

This chapter examines the paradigm shift in the domain of marketing and promotion of Hindi cinema in the new millennium. The post-millennium Hindi film industry has resorted to the multimedia marketing of films with the incorporation of digital and social media marketing platforms as one of the key marketing strategies of contemporary Hindi cinema. Furthermore, in the modern scenario, release strategies such as saturated release and shorter release window have also become commonplace. The chapter elucidates on the impact of such practices on the narratives of Hindi cinema. It thereby considers the prevalence of high-concept style as the principal character is the trait of contemporary Bollywood cinema.

Sign in / Sign up

Export Citation Format

Share Document