The identification of criteria for the optimal use of Facebook pages for marketing purposes in South Africa : an exploratory study
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Authors
Barnard, Sune Mari
Issue Date
2015-04
Type
Dissertation
Language
en
Keywords
Facebook , Pages , Social media , Integrated marketing communications , Marketing activities , Communication channels , Card-sorting exercise , Cluster analysis
Alternative Title
Abstract
The development of non-traditional communication channels in recent years has progressively created a world more digital, networked and interlaced by a myriad of communication tools than ever before. With Facebook being the most prevalent social network, this study aims to guide local organisations to use Facebook optimally to communicate with their customers. The study strives to incorporate the latest ideas about social media marketing in the relevant literature with the opinions of local social media marketing experts. The generally ineffective use of Facebook as a communication channel by small, inexperienced organisations is seen as a justification for identifying a set of criteria to guide organisations in using Facebook pages as a driver of communication. The empirical phase of the research produced a list of seven guidelines on the optimal use of Facebook pages for marketing purposes, which might assist South African companies in developing their marketing strategies.
Description
Citation
Barnard, Sune Mari (2015) The identification of criteria for the optimal use of Facebook pages for marketing purposes in South Africa : an exploratory study, University of South Africa, Pretoria, <http://hdl.handle.net/10500/19907>