The role of social media in the marketing communication mix: a case study of South African banks

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dc.contributor.advisorContogiannis, E.
dc.contributor.advisorHeeralal, S.
dc.contributor.authorChikandiwa, Sarah Tsitsi
dc.date.accessioned2013-09-11T10:48:49Z
dc.date.available2013-09-11T10:48:49Z
dc.date.issued2013
dc.descriptionSubmitted in fulfillment for the degree of Master of Commerce in the Department of Business Management in the Faculty of Commerce, Administration & Law at the University of Zululand, South Africa, 2013.en_US
dc.description.abstractThe advent of Social Media has brought in skepticism, experimentation and possible misuse of Social Media and traditional marketing communication. This study thus, aims to identify the position of Social Media in the Marketing Communication Mix, the challenges and opportunities presented by Social Media and how Social Media can be effectively implemented in organizations. An exploratory mixed research method is used. This is done through using a case study of the South African Banking Industry, herein referred to as South African Banks. From the case study, the researcher uses 29 purposively selected employees within 6 South African banks. These employees are managers and directors who have direct involvement with Social Media. 68 conveniently selected customers of South African Banks are used as a source of information together with 6 Social Media experts which were selected using judgmental and snow ball sampling. Data collection instruments used in the study are electronic questionnaires for banks and customers and telephonic interviews for Social Media experts. Findings indicate that Social Media is not the sixth element in the Marketing Communication Mix but it should be integrated in the Marketing Communication Mix with each of the elements. The research proposes an integration of the Social Media department with every unit in the organization to enable unified messages to be sent to the customers.en_US
dc.identifier.urihttps://hdl.handle.net/10530/1237
dc.language.isoenen_US
dc.publisherUniversity of Zululanden_US
dc.subjectSocial Mediaen_US
dc.subjectMarketing Communication Mixen_US
dc.titleThe role of social media in the marketing communication mix: a case study of South African banksen_US
dc.typeThesisen_US
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