3. Electronic Theses and Dissertations (ETDs) - All submissions

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    Challenges and opportunities of social media marketing in the South African petroleum industry
    (2016) Bako, Bongi
    Despite the continued popularity of social media (SM) platforms globally, limited research on their challenges and opportunities has been done in the South African (SA) petroleum industry context. A semi-automated qualitative study was conducted with the objective of gathering data from the five largest petroleum companies in SA through semi-structured interviews using a purposive sample to ascertain these challenges and opportunities. The data were gathered; pre-tested, transcribed, and then analysed using NVivo 11 software. The research findings of this study show that the key challenges marketing practitioners encounter in SA include the lack of leadership buy-in as well as the absence of risk of mitigation plans when participating on the dialogue medium. The key opportunities include real-time customer engagement, ease of market development, data access, data mining, and wider customer reach. Based on the findings, a framework for implementing SM strategies in the SA petroleum industry context is proposed to help marketers in mitigating the failure risk of SM campaigns contributing positively to their bottom line. Recommendations obtained from participants include implementation of processes and procedures for customer engagement through social media, exploitation of strategy partners who are already active in social media, and the development of content strategies. Limitations are highlighted and future research areas that can be used by the petroleum industry and contribute to the body of knowledge are recommended. Key words: Integrated marketing communication, petroleum, promotional mix, social media, South Africa.
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    Oil as a diplomatic weapon: the strategies and politics of breaking dependency on energy needs by middle level developing countries with technological capacity
    (1997) Calela-Rodrigues, Jose Julio
    Faced with the potential threat of oil embargoes imposed by producer countries for political reasons, the consumer countries reacted by creating different alternatives which granted them some energy independence and security of supply by using alternative products and technologies available in their own countrles, Can a middle level developing country break out of the cycle of dependency in the area of energy? This dissertation investigates the strategy developed and implemented by South Africa between 1973 and 1993, which invested heavily in the generation of fuel extracted from coal in order to rescue its country from crisis and support it through critical periods of history.
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