Abstract
In South Africa, telecommunication companies have been spearheading the big data phenomenon by adopting wireless access technologies. These technologies and networked sensors that are physically embedded on devices such as smart phones, computers and laptops that are connected to digital networks have increased the amount of data generated by South African telecommunication companies. Despite being custodians of large sums of data telecommunication companies seem to be facing persistent communication challenges. The overall aim of this study was to explore Big Data use for strategic communication at selected South African telecommunication companies. The study explored the extent to which South African telecommunication companies use big data for intentional, deliberate and purposive communication to reach their set goals in non-linear relationships and complex interactions that evolve dynamically over time. The qualitative research approach was adopted to answer questions around what, why and how communication professionals use big data by soliciting individual strategic communication practitioners’ opinions, experiences and feelings on using big data at their respective telecommunication companies...
M.A. (Strategic Communication)