The use of Social Media and Marketing Analytics to improve Marketing Decision Making in Independent Apparel Retailers in Gauteng Townships

Abstract

sis. The findings reveal that township-based independent retailers predominantly utilise Facebook and Instagram as their primary marketing channels. Social media platforms facilitate direct customer interaction, enabling retailers to attract and engage customers through inquiries, polls, product showcases, and customer service interactions, thereby nurturing new leads. This study aims to enrich the field of marketing management by elucidating the effective utilisation of social media and marketing analytics by independent retailers in township settings. The insights garnered hold potential value for policymakers in devising training policies that incorporate practical social media and marketing analytics tools, empowering township-based retailers to navigate the competitive landscape more adeptly.