Crafting a South African Brew: a study of South African craft breweries and their marketing strategies

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dc.contributor.advisorGlenn, Ian Een_ZA
dc.contributor.authorGreen, Lauren Graceen_ZA
dc.date.accessioned2015-08-10T06:45:50Z
dc.date.available2015-08-10T06:45:50Z
dc.date.issued2015en_ZA
dc.descriptionIncludes bibliographical references.en_ZA
dc.description.abstractIn recent years South Africa has seen the formation of a nascent craft beer industry, with scores of small, independently owned breweries appearing in all corners of the country. Given this growth this descriptive study aims to provide an account of the marketing strategies used within the industry. This study used method and data triangulation, involving both qualitative and quantitative research approaches . Consecutive sampling of all active South African craft breweries was us ed, in order to give a holistic and accurate account (where n=86) . Data was analysed through qualitative content analysis of surveys administered to 24 craft brewers. Furthermore, social media data from the Facebook and Twitter pages of the 86 breweries was analysed quantitatively and through inferential statistics. This aimed at determining whether there were relationships between social media activity and audience size and engagement. The results of this research suggest that craft breweries in South Africa rely heavily on below - the - line and direct marketing tactics. The social media analysis also showed significant positive correlations between brewery -driven activity and audience size as well as engagement.en_ZA
dc.identifier.apacitationGreen, L. G. (2015). <i>Crafting a South African Brew: a study of South African craft breweries and their marketing strategies</i>. (Thesis). University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies. Retrieved from http://hdl.handle.net/11427/13682en_ZA
dc.identifier.chicagocitationGreen, Lauren Grace. <i>"Crafting a South African Brew: a study of South African craft breweries and their marketing strategies."</i> Thesis., University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2015. http://hdl.handle.net/11427/13682en_ZA
dc.identifier.citationGreen, L. 2015. Crafting a South African Brew: a study of South African craft breweries and their marketing strategies. University of Cape Town.en_ZA
dc.identifier.ris TY - Thesis / Dissertation AU - Green, Lauren Grace AB - In recent years South Africa has seen the formation of a nascent craft beer industry, with scores of small, independently owned breweries appearing in all corners of the country. Given this growth this descriptive study aims to provide an account of the marketing strategies used within the industry. This study used method and data triangulation, involving both qualitative and quantitative research approaches . Consecutive sampling of all active South African craft breweries was us ed, in order to give a holistic and accurate account (where n=86) . Data was analysed through qualitative content analysis of surveys administered to 24 craft brewers. Furthermore, social media data from the Facebook and Twitter pages of the 86 breweries was analysed quantitatively and through inferential statistics. This aimed at determining whether there were relationships between social media activity and audience size and engagement. The results of this research suggest that craft breweries in South Africa rely heavily on below - the - line and direct marketing tactics. The social media analysis also showed significant positive correlations between brewery -driven activity and audience size as well as engagement. DA - 2015 DB - OpenUCT DP - University of Cape Town LK - https://open.uct.ac.za PB - University of Cape Town PY - 2015 T1 - Crafting a South African Brew: a study of South African craft breweries and their marketing strategies TI - Crafting a South African Brew: a study of South African craft breweries and their marketing strategies UR - http://hdl.handle.net/11427/13682 ER - en_ZA
dc.identifier.urihttp://hdl.handle.net/11427/13682
dc.identifier.vancouvercitationGreen LG. Crafting a South African Brew: a study of South African craft breweries and their marketing strategies. [Thesis]. University of Cape Town ,Faculty of Humanities ,Centre for Film and Media Studies, 2015 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/13682en_ZA
dc.language.isoengen_ZA
dc.publisher.departmentCentre for Film and Media Studiesen_ZA
dc.publisher.facultyFaculty of Humanitiesen_ZA
dc.publisher.institutionUniversity of Cape Town
dc.subject.otherMedia, Theory and Practiceen_ZA
dc.titleCrafting a South African Brew: a study of South African craft breweries and their marketing strategiesen_ZA
dc.typeMaster Thesis
dc.type.qualificationlevelMasters
dc.type.qualificationnameMAen_ZA
uct.type.filetypeText
uct.type.filetypeImage
uct.type.publicationResearchen_ZA
uct.type.resourceThesisen_ZA
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