{"id":{"repo_id":"cape-town","oai_identifier":"oai:open.uct.ac.za:11427/5645"},"canonical_url":"https://search.dev.ndltd.org/etd/cape-town/oai:open.uct.ac.za:11427/5645","repository":{"repo_id":"cape-town","name":"University of Cape Town","base_url":"https://open.uct.ac.za/oai/request"},"display":{"title":"Engaging customers and the public profile via social networking and micro-blogging websites","abstract":"Online social networks and micro-blogs are becoming increasingly important to organisationswithin the marketing process enabling business to conduct marketing research, marketingcommunications and customer service. There remains paucity in the body of knowledge as tohow organisations in South Africa are using specific social media technologies to conductsocial media marketing. This research report takes a specific focus on the micro-blogging andsocial networking phenomena and addresses the problem: What are the differences betweenorganisations utilizing social networking and those utilizing micro-blogging, to conductmarket research, marketing communications and deal with customer complaints in SouthAfrica?A review of the literature informed the research study that organisations use a variety of toolsand techniques in researching customers on social media platforms. Micro-blogging andsocial networking services were found to be valid channels for organisations to communicatemarketing information as well as deal with customer complaints due to product/serviceproblems. The study design allowed the collected data to be quantitatively analysedmeasuring independence between organisations using micro-blogging and social networkingservices within the marketing process.","abstract_html":"Online social networks and micro-blogs are becoming increasingly important to organisationswithin the marketing process enabling business to conduct marketing research, marketingcommunications and customer service. There remains paucity in the body of knowledge as tohow organisations in South Africa are using specific social media technologies to conductsocial media marketing. This research report takes a specific focus on the micro-blogging andsocial networking phenomena and addresses the problem: What are the differences betweenorganisations utilizing social networking and those utilizing micro-blogging, to conductmarket research, marketing communications and deal with customer complaints in SouthAfrica?A review of the literature informed the research study that organisations use a variety of toolsand techniques in researching customers on social media platforms. Micro-blogging andsocial networking services were found to be valid channels for organisations to communicatemarketing information as well as deal with customer complaints due to product/serviceproblems. The study design allowed the collected data to be quantitatively analysedmeasuring independence between organisations using micro-blogging and social networkingservices within the marketing process.","abstract_has_math":false,"creators":["Joshua, Garth Robin-Carl"],"institution":"Department of Information Systems","degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":["Cloete, Eric"],"committee_chairs":[],"committee_members":[],"year":2013,"date_issued":"2013","date_published":"2013","updated_at":"2026-07-22T22:22:41Z","subjects":[],"languages":["eng"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/11427/5645","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Cloete, Eric"]},{"key":"dc:creator","label":"Author","values":["Joshua, Garth Robin-Carl"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2014-07-31T12:16:59Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2014-07-31T12:16:59Z"]},{"key":"dc:date.issued","label":"Date","values":["2013"]},{"key":"dc:publisher.department","label":"Dc Publisher Department","values":["Department of Information Systems"]},{"key":"dc:publisher.institution","label":"Dc Publisher Institution","values":["University of Cape Town"]},{"key":"dc:type","label":"Dc Type","values":["Master Thesis"]},{"key":"dc:type.qualificationlevel","label":"Dc Type Qualificationlevel","values":["Masters"]},{"key":"dc:type.qualificationname","label":"Dc Type Qualificationname","values":["MCom"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["eng"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/11427/5645"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Includes abstract.","Includes bibliographical references."]},{"key":"dc:description.abstract","label":"Abstract","values":["Online social networks and micro-blogs are becoming increasingly important to organisationswithin the marketing process enabling business to conduct marketing research, marketingcommunications and customer service. There remains paucity in the body of knowledge as tohow organisations in South Africa are using specific social media technologies to conductsocial media marketing. This research report takes a specific focus on the micro-blogging andsocial networking phenomena and addresses the problem: What are the differences betweenorganisations utilizing social networking and those utilizing micro-blogging, to conductmarket research, marketing communications and deal with customer complaints in SouthAfrica?A review of the literature informed the research study that organisations use a variety of toolsand techniques in researching customers on social media platforms. Micro-blogging andsocial networking services were found to be valid channels for organisations to communicatemarketing information as well as deal with customer complaints due to product/serviceproblems. The study design allowed the collected data to be quantitatively analysedmeasuring independence between organisations using micro-blogging and social networkingservices within the marketing process."]},{"key":"dc:title","label":"Title","values":["Engaging customers and the public profile via social networking and micro-blogging websites"]}]}],"canonical_facts":{"dc:contributor.advisor":["Cloete, Eric"],"dc:creator":["Joshua, Garth Robin-Carl"],"dc:date.accessioned":["2014-07-31T12:16:59Z"],"dc:date.available":["2014-07-31T12:16:59Z"],"dc:date.issued":["2013"],"dc:description":["Includes abstract.","Includes bibliographical references."],"dc:description.abstract":["Online social networks and micro-blogs are becoming increasingly important to organisationswithin the marketing process enabling business to conduct marketing research, marketingcommunications and customer service. There remains paucity in the body of knowledge as tohow organisations in South Africa are using specific social media technologies to conductsocial media marketing. This research report takes a specific focus on the micro-blogging andsocial networking phenomena and addresses the problem: What are the differences betweenorganisations utilizing social networking and those utilizing micro-blogging, to conductmarket research, marketing communications and deal with customer complaints in SouthAfrica?A review of the literature informed the research study that organisations use a variety of toolsand techniques in researching customers on social media platforms. Micro-blogging andsocial networking services were found to be valid channels for organisations to communicatemarketing information as well as deal with customer complaints due to product/serviceproblems. 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