Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
Web marketing : South African marketers’ perceptions of social media, its impact and future role
Dissertation (MBA)--University of Pretoria, 2010.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Published: |
University of Pretoria
2013
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613538512535552 |
|---|---|
| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2008, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23230 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:37:44.604Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23230 Web marketing : South African marketers’ perceptions of social media, its impact and future role Kleyn, Nicola upetd@up.sc.za Patricios, Oresti UCTD Internet marketing Dissertation (MBA)--University of Pretoria, 2010. Consumers’ attitudes are changing toward brands, and their acceptance of traditional “push” advertising has diminished. Social media has created and connected a network of consumers who can easily collaborate with one another. This collaboration and constant conversation between customers builds trust within the network which, in turn, can create opportunities for brands but could also affect their reputation. This descriptive study seeks to understand whether South African marketers perceive social media as a threat to their brands and, if so, how they are engaging with their consumers. It also tries to identify whether they will increase collaboration and the use of social networks in the future. A web survey was sent out to advertising, media and PR agencies as well as to people working for a company that advertises its own products or services. This survey was done to determine what impact social media has on the brand or company; how marketers are embracing social media, and whether marketers feel that that they will spend more time on planning for social media in the future. It was found that marketers have embraced social media and have determined the opportunities that this channel has to offer. They have not established the threats that can be made to the reputation of the brand. Marketers have agreed that more time will be spent on social media in the future. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T14:48:49Z 2010-06-02 2013-09-06T14:48:49Z 2009-04-01 2010-06-02 2010-03-16 Dissertation Patricios, O 2008, South African marketers’ perceptions of social media, its impact and future role, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23230 > G10/77/ag http://hdl.handle.net/2263/23230 http://upetd.up.ac.za/thesis/available/etd-03162010-124648/ © 2008, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Internet marketing Web marketing : South African marketers’ perceptions of social media, its impact and future role |
| title | Web marketing : South African marketers’ perceptions of social media, its impact and future role |
| title_full | Web marketing : South African marketers’ perceptions of social media, its impact and future role |
| title_fullStr | Web marketing : South African marketers’ perceptions of social media, its impact and future role |
| title_full_unstemmed | Web marketing : South African marketers’ perceptions of social media, its impact and future role |
| title_short | Web marketing : South African marketers’ perceptions of social media, its impact and future role |
| title_sort | web marketing south african marketers perceptions of social media its impact and future role |
| topic | UCTD Internet marketing |
| url | http://hdl.handle.net/2263/23230 http://upetd.up.ac.za/thesis/available/etd-03162010-124648/ |