The use of social media marketing in telecommunication business: an exploratory study of Econet Wireless Zimbabwe Limited
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Authors
Makwara, Patience Tsitsi
Issue Date
2020-02
Type
Dissertation
Language
en
Keywords
Digital marketing , Social media , Social media channels , Social media marketing , Telecommunications industry , Research process , Econet Wireless Zimbabwe Limited , Qualitative research , Judgement sampling , In-depth interviews , Exploratory research , Facebook , Blogs , Twitter , Instagram
Alternative Title
Abstract
The study focused on the use of social media marketing in the telecommunication
business in Zimbabwe, as it has received limited attention in the literature available to
date. The study aimed to explore the use of social media marketing in a
telecommunications business- Econet Wireless Zimbabwe Limited. The study took on an
exploratory research design which was qualitative in nature. A case study approach was
applied with Econet Wireless Zimbabwe Limited as focus of being studied. Econet
Wireless Zimbabwe Limited was chosen because it is the market leader in the
telecommunications industry which has adopted the use of social media marketing in its
business. Data collection was done through in-depth interviews with judgement sampling
being used to choose the participants for the interviews. The data collected was analysed
using thematic analysis. It was found that Econet Wireless Limited is using social media
marketing to communicate with its customers, for their brand to be visible. They also use
it because it is an inexpensive way to promote their business with a possibility to reach a
large number of people in a short space of time.