Challenges and opportunities of social media marketing in the South African petroleum industry

dc.contributor.authorBako, Bongi
dc.date.accessioned2018-01-18T08:58:14Z
dc.date.available2018-01-18T08:58:14Z
dc.date.issued2016
dc.descriptionA research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing, 2016en_ZA
dc.description.abstractDespite 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.en_ZA
dc.description.librarianGR2018en_ZA
dc.format.extentOnline resource (xv, 124 leaves)
dc.identifier.citationBako, Bongi (2016) Challenges and opportunities of social media marketing in the South African petroleum industry, University of the Witwatersrand, Johannesburg, <http://hdl.handle.net/10539/23714>
dc.identifier.urihttp://hdl.handle.net/10539/23714
dc.language.isoenen_ZA
dc.subject.lcshSocial media--South Africa
dc.subject.lcshInternet marketing--South Africa
dc.subject.lcshPetroleum industry and trade--South Africa
dc.titleChallenges and opportunities of social media marketing in the South African petroleum industryen_ZA
dc.typeThesisen_ZA
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