Abstract
M.Com. (Business Management)
The increasing use of social media is contributing to large, varying amounts data being generated at a very rapid pace. The data is often referred to ‘social media big data’, and can play a significant role in supporting decision-making. In a South African context – particularly in the retail industry – not much is known about the use of social media big data to support decision-making. This study aims to investigate the use of social media big data by South African retailers to support decision-making.
The study used a qualitative research approach, in which 13 retail marketing managers who worked for major South African retailers were interviewed. Purposive non-probability sampling was applied when selecting the retail marketing managers to participate in the study. In-depth interviews were conducted to determine the overall use of social media big data to support marketing decision-making. Thematic analysis was applied to analyse the data collected.
The findings show that big data is still a new concept to South African marketers in the retail sector. Most respondents indicated that they are still in the early stages of using social media big data for decision-making. The areas of marketing for which the respondents have used social media include customer service and dealing with customer complaints, promotions, pricing, and place. The findings also show that social media big data has been earmarked in most of the retail companies as a strategic marketing resource for marketing decision-making. Despite facing major challenges about the optimal use of social media big data, the findings show that retailers are taking various initiatives to make the best use of social media big data, including providing staff with training opportunities.
The significance of the study is that it contributes to the understanding of the use of social media big data by South African retail companies. As the use of social media by customers increases, marketers need to be aware of the benefits generated by social media big data, and what they can do that would best assist them in their marketing decision-making processes.