Engaging customers and the public profile via social networking and micro-blogging websites
Master Thesis
2013
Permanent link to this Item
Authors
Supervisors
Journal Title
Link to Journal
Journal ISSN
Volume Title
Publisher
Publisher
University of Cape Town
Department
Faculty
License
Series
Abstract
Online social networks and micro-blogs are becoming increasingly important to organisationswithin the marketing process enabling business to conduct marketing research, marketingcommunications and customer service. There remains paucity in the body of knowledge as tohow organisations in South Africa are using specific social media technologies to conductsocial media marketing. This research report takes a specific focus on the micro-blogging andsocial networking phenomena and addresses the problem: What are the differences betweenorganisations utilizing social networking and those utilizing micro-blogging, to conductmarket research, marketing communications and deal with customer complaints in SouthAfrica?A review of the literature informed the research study that organisations use a variety of toolsand techniques in researching customers on social media platforms. Micro-blogging andsocial networking services were found to be valid channels for organisations to communicatemarketing information as well as deal with customer complaints due to product/serviceproblems. The study design allowed the collected data to be quantitatively analysedmeasuring independence between organisations using micro-blogging and social networkingservices within the marketing process.
Description
Includes abstract.
Includes bibliographical references.
Keywords
Reference:
Joshua, G. 2013. Engaging customers and the public profile via social networking and micro-blogging websites. University of Cape Town.