Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
Using stakeholder theory to understanding B2B social media usage in South Africa
Mini Dissertation (MBA)--University of Pretoria, 2019.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
University of Pretoria
2020
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613543996588032 |
|---|---|
| access_status_str | Open Access |
| author2 | Carnelley, Jacqui |
| author_browse | Carnelley, Jacqui |
| author_facet | Carnelley, Jacqui |
| collection | Thesis |
| dc_rights_str_mv | © 2020 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 | Mini Dissertation (MBA)--University of Pretoria, 2019. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/74004 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:49.734Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| 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:2263/74004 Using stakeholder theory to understanding B2B social media usage in South Africa Carnelley, Jacqui ichelp@gibs.co.za Barris, Klee UCTD Mini Dissertation (MBA)--University of Pretoria, 2019. The purpose of this study is to understand social media usage in business-to-business (B2B) organisations. The study aims to explore social media elements including social media stakeholders, content, platforms and social media usage itself. A two-case study approach is used to compare two multinational organisations and their social media practices. Interviews were conducted with key managers across organisational functions. In addition, observations and analysis of the organisations’ websites and social media platforms were conducted. The findings results in a conceptual model, illustrating the different social media marketing elements. This study shows that social media is used in B2B organisations to achieve marketing, human resources and sales goals such as advertising, brand awareness, communication, client relationship management, recruitment and sales. The select methodology may limit generalisability, further research is encouraged across different types of industries. The implication for B2B organisational social media use is that social media usage spans across different departments within the organisation. A such a multipurpose, multiplatform strategy should be adopted to achieve outcomes across organisational functions. This research hopefully extends the existing knowledge of social media use in B2B organisations by determining that social media offers B2B organisations a cost-effective , multi-use tool that contributes towards creating a competitive advantage pt2020 Gordon Institute of Business Science (GIBS) MBA 2020-04-06T10:00:16Z 2020-04-06T10:00:16Z 2020/04/01 2019 Mini Dissertation Barris, K 2019, Using stakeholder theory to understanding B2B social media usage in South Africa, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/74004> http://hdl.handle.net/2263/74004 en © 2020 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 Using stakeholder theory to understanding B2B social media usage in South Africa |
| title | Using stakeholder theory to understanding B2B social media usage in South Africa |
| title_full | Using stakeholder theory to understanding B2B social media usage in South Africa |
| title_fullStr | Using stakeholder theory to understanding B2B social media usage in South Africa |
| title_full_unstemmed | Using stakeholder theory to understanding B2B social media usage in South Africa |
| title_short | Using stakeholder theory to understanding B2B social media usage in South Africa |
| title_sort | using stakeholder theory to understanding b2b social media usage in south africa |
| topic | UCTD |
| url | http://hdl.handle.net/2263/74004 |