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The identification of criteria for the optimal use of Facebook pages for marketing purposes in South Africa : an exploratory study

The development of non-traditional communication channels in recent years has progressively created a world more digital, networked and interlaced by a myriad of communication tools than ever before. With Facebook being the most prevalent social network, this study aims to guide local organisations to use Facebook optimally to communicate with their customers. The study strives to incorporate the latest ideas about social media marketing in the relevant literature with the opinions of local social media marketing experts. The generally ineffective use of Facebook as a communication channel by small, inexperienced organisations is seen as a justification for identifying a set of criteria to guide organisations in using Facebook pages as a driver of communication. The empirical phase of the research produced a list of seven guidelines on the optimal use of Facebook pages for marketing purposes, which might assist South African companies in developing their marketing strategies. / Business Management / M. Com. (Business Management)

Identiferoai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:unisa/oai:umkn-dsp01.int.unisa.ac.za:10500/19907
Date04 1900
CreatorsBarnard, Sune Mari
ContributorsBothma, Neels, Cant, M. C. (Michael Colin), 1957-
Source SetsSouth African National ETD Portal
LanguageEnglish
Detected LanguageEnglish
TypeDissertation
Format1 online resource (xii, 162 leaves) : illustrations (some color)

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