The role of social media in the marketing communication mix: a case study of South African banks

The advent of Social Media has brought in skepticism, experimentation and possible misuse of Social Media and traditional marketing communication. This study thus, aims to identify the position of Social Media in the Marketing Communication Mix, the challenges and opportunities presented by Social Media and how Social Media can be effectively implemented in organizations. An exploratory mixed research method is used. This is done through using a case study of the South African Banking Industry, herein referred to as South African Banks. From the case study, the researcher uses 29 purposively selected employees within 6 South African banks. These employees are managers and directors who have direct involvement with Social Media. 68 conveniently selected customers of South African Banks are used as a source of information together with 6 Social Media experts which were selected using judgmental and snow ball sampling. Data collection instruments used in the study are electronic questionnaires for banks and customers and telephonic interviews for Social Media experts. Findings indicate that Social Media is not the sixth element in the Marketing Communication Mix but it should be integrated in the Marketing Communication Mix with each of the elements. The research proposes an integration of the Social Media department with every unit in the organization to enable unified messages to be sent to the customers.

Grantor dc:publisher.institution

University of Zululand

Year dc:date.issued

2013

Author dc:creator

• Chikandiwa, Sarah Tsitsi

Advisors dc:contributor.advisor

• Contogiannis, E.
• Heeralal, S.

• Social Media
• Marketing Communication Mix

Licence

• https://devspace.unizulu.ac.za/bitstreams/327514db-0bea-496e-8e62-7b73096cd59e/download