The effect of social media advertising on brand image of motor vehicles in South Africa
Date
2018
Authors
Hoeanat, Rethabile
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Abstract
The automotive industry has experienced immense pressure as a result of global factors
- inflation, competition, technology and political factors. Changing trends in consumer
expectations have put the automobile industry under increasing pressure with more
choices available. The practise of using Social Media Advertising by organisations and
clients has revolutionalised the advertising and business landscape as it might be the
most cost-effective way that organisations can promote their goods and services in the
future. The marketing environment has evolved and marketers need to keep up and find
innovative, cost effective ways to build brands. The main aim of this research was to
examine the effects of Social Media Advertising on Brand Image of motor cars in South
Africa. The study was grounded using 2 theories , AIDA (Attention, Interest, Desire,
Action) and DAGMAR models. Social media involved the use of Facebook, Twitter,
Instagram and Linkedin social media platforms. The study introduced the Keller Model
of Brand Knowledge and investigated the relationship between Social Media
Advertising, Brand Image, Types of Brand Associations, Benefits (Functional,
Symbolic and Experiential) and Attitudes. The research design entails a quantitative
approach and involves a cross sectional study design. The sample (N = 254) comprises
owners and drivers of motor vehicles. A snowball sampling technique was used in
selecting the final sample for the current study. This method was the most practical and
feasible to arrive at the selected sample. The data involved a 2 phased approach. This
study emphasises the use of Social Media Advertising in brand building strategies,
particularly through social media platforms - Facebook, Twitter, Instagram and
LinkedIn. The findings also suggest that through social media platforms consumers’
attitudes are influenced towards advertising, brands and intentions in forwarding
messages to other users.
The conclusions of this study have implications for brand managers. The study reveals
practical value because it demonstrates that social media activities do have a positive
effect on brands because they are supportive of the buying process.
Description
A research report
Submitted in partial fulfillment of the requirements for the degree
Master of Management in strategic marketing
In the Faculty of Commerce, Law and Management at
the University of the Witwatersrand
Wits Business School, Johannesburg
March 2018
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Citation
Hoeane, Rethabile, (2018) The impact of social media advertising on brand equity in the Automotive Industry in South Africa, University of the Witwatersrand, Johannesburg, https://hdl.handle.net/10539/26049.