Practices for digital brand innovation by social media based brand communities in South Africa – a case study of the City of Johannesburg Twitter account
- Authors: Banda, Abednico
- Date: 2018
- Subjects: Digital media - South Africa , Technology transfer - Economic aspects , Internet marketing - South Africa
- Language: English
- Type: Masters (Thesis)
- Identifier: http://ujcontent.uj.ac.za8080/10210/367436 , http://hdl.handle.net/10210/271281 , uj:28849
- Description: M.A. (Strategic Communication) , Abstract: The increasing popularity of social media platforms creates brand communities on social media to be unique. Social media based brand communities are characterised by the collaboration between members who typically engage with one another when discussing their favourite brands on social media platforms. Concepts such as brand innovation and brand value are respectively not communicated in the conventional one-way process from management to passive consumers, but are rather actively co-created by members of a brand community on a social network. Research in various contexts has identified value-creating practices and brand innovation mechanisms that co-create brand innovation as a result of ongoing engagements in brand communities. Considering the above mentioned research, it is worth investigating to what extent these value-creating practises and brand innovation mechanisms may be evident in a social media based brand community in South Africa. Of specific interest to this study were the value-creating practices of the social media based brand community for the City of Johannesburg (COJ) on Twitter in order to establish how brand innovation is co-created. The aim was to establish how digital brand innovation is co-created in social media based brand communities for COJ Twitter account. Literature within the Twitter based brand communities as part of social media based brand communities is not abundant, thus this research aimed to contribute to filling this gap. Two sets of samples were drawn namely; tweets and an in-depth semi-structured interview. Only tweets engaging with the COJ Twitter handle on 16 June 2017 were selected for the sample. The tweets were further categorised into COJ tweets and COJ Twitter account mentions. The COJ social media team were included in the sample as having adequate knowledge about the research problem in order to confirm findings. To collect data, tweets were downloaded and saved into a spreadsheet and a semi-structured in-depth interview was recorded using an audible voice recorder, and then transcribed. Themes were derived from the literature review. However, new themes emerged. These themes revealed some of the value-creating practices and brand innovation mechanisms expressed in the COJ Twitter based brand community. The findings concluded that the identified collaborative value-creating practices expressed in the COJ Twitter based brand community co-create digital brand innovation. Moreover, the identified brand innovation mechanisms and value-creating practises are interlinked and work together in co-creating digital brand innovation. Recommendations for future studies of this nature include a need to measure or calculate the impact of co-creation of digital brand innovation; meaning some quantitative research must be included for further research. The study also recommends the strategic communication industry, specifically brand management, to utilise continuous professional development, education and training in order for practitioners to keep up with emerging industry trends and practices such as social media based brand communities.
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- Authors: Banda, Abednico
- Date: 2018
- Subjects: Digital media - South Africa , Technology transfer - Economic aspects , Internet marketing - South Africa
- Language: English
- Type: Masters (Thesis)
- Identifier: http://ujcontent.uj.ac.za8080/10210/367436 , http://hdl.handle.net/10210/271281 , uj:28849
- Description: M.A. (Strategic Communication) , Abstract: The increasing popularity of social media platforms creates brand communities on social media to be unique. Social media based brand communities are characterised by the collaboration between members who typically engage with one another when discussing their favourite brands on social media platforms. Concepts such as brand innovation and brand value are respectively not communicated in the conventional one-way process from management to passive consumers, but are rather actively co-created by members of a brand community on a social network. Research in various contexts has identified value-creating practices and brand innovation mechanisms that co-create brand innovation as a result of ongoing engagements in brand communities. Considering the above mentioned research, it is worth investigating to what extent these value-creating practises and brand innovation mechanisms may be evident in a social media based brand community in South Africa. Of specific interest to this study were the value-creating practices of the social media based brand community for the City of Johannesburg (COJ) on Twitter in order to establish how brand innovation is co-created. The aim was to establish how digital brand innovation is co-created in social media based brand communities for COJ Twitter account. Literature within the Twitter based brand communities as part of social media based brand communities is not abundant, thus this research aimed to contribute to filling this gap. Two sets of samples were drawn namely; tweets and an in-depth semi-structured interview. Only tweets engaging with the COJ Twitter handle on 16 June 2017 were selected for the sample. The tweets were further categorised into COJ tweets and COJ Twitter account mentions. The COJ social media team were included in the sample as having adequate knowledge about the research problem in order to confirm findings. To collect data, tweets were downloaded and saved into a spreadsheet and a semi-structured in-depth interview was recorded using an audible voice recorder, and then transcribed. Themes were derived from the literature review. However, new themes emerged. These themes revealed some of the value-creating practices and brand innovation mechanisms expressed in the COJ Twitter based brand community. The findings concluded that the identified collaborative value-creating practices expressed in the COJ Twitter based brand community co-create digital brand innovation. Moreover, the identified brand innovation mechanisms and value-creating practises are interlinked and work together in co-creating digital brand innovation. Recommendations for future studies of this nature include a need to measure or calculate the impact of co-creation of digital brand innovation; meaning some quantitative research must be included for further research. The study also recommends the strategic communication industry, specifically brand management, to utilise continuous professional development, education and training in order for practitioners to keep up with emerging industry trends and practices such as social media based brand communities.
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Social media in tourism : establishing factors influencing attitudes towards the usage of social networking sites for trip organisation
- Matikiti, Rosemary, Mpinganjira, Mercy, Roberts-Lombard, Mornay
- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2017
- Subjects: Tourism - Marketing - South Africa , Tourism - Social aspects - South Africa , Social media , Internet marketing - South Africa , Hospitality industry - Social aspects - South Africa
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/226848 , uj:22946 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M. 2017. Social media in tourism : establishing factors influencing attitudes towards the usage of social networking sites for trip organisation.
- Description: Abstract: The main aim of this study was to determine the attitude towards the use of social networking sites for trip organisation and its precursors. Problem investigated: Tourism organisations and destination policy makers need to understand factors that influence tourist use of social networking sites for trip organisation in order for them to be able to effectively utilise social networking sites. Methodology: The methodological approach followed was exploratory and quantitative in nature. Data was collected from a total of 340 respondents using a structured questionnaire. Structural equation modelling through the use of Partial Least Squares was for data analysis. Findings and Implications: The results show that attitude towards the use of social networking sites for trip organisation is affected by perceived benefits, subjective norm and perceived behavioural control, with perceived usefulness having the greatest influence. The implication is that managers of tourism organisations need to ensure that their sites are informative, easy to use, and able to safeguard users’ online privacy if they are to attract more and loyal users to their sites. Value of the research: Very little research in the South African context exists with specific reference to how social networking sites are being utilised for trip organisation. This article contributes by unravelling factors which influence the usage of social networking sites for trip organisation. Conclusion: Perceived usefulness measured by functional benefits and social benefits is the key factor which influences attitude towards the use social networking sites for trip organisation. It is the responsibility of destination marketers to provide all the necessary or valuable information on their social networking site accounts, in order to encourage travellers to use social networking sites.
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- Authors: Matikiti, Rosemary , Mpinganjira, Mercy , Roberts-Lombard, Mornay
- Date: 2017
- Subjects: Tourism - Marketing - South Africa , Tourism - Social aspects - South Africa , Social media , Internet marketing - South Africa , Hospitality industry - Social aspects - South Africa
- Language: English
- Type: Article
- Identifier: http://hdl.handle.net/10210/226848 , uj:22946 , Citation: Matikiti, R., Mpinganjira, M. & Roberts-Lombard, M. 2017. Social media in tourism : establishing factors influencing attitudes towards the usage of social networking sites for trip organisation.
- Description: Abstract: The main aim of this study was to determine the attitude towards the use of social networking sites for trip organisation and its precursors. Problem investigated: Tourism organisations and destination policy makers need to understand factors that influence tourist use of social networking sites for trip organisation in order for them to be able to effectively utilise social networking sites. Methodology: The methodological approach followed was exploratory and quantitative in nature. Data was collected from a total of 340 respondents using a structured questionnaire. Structural equation modelling through the use of Partial Least Squares was for data analysis. Findings and Implications: The results show that attitude towards the use of social networking sites for trip organisation is affected by perceived benefits, subjective norm and perceived behavioural control, with perceived usefulness having the greatest influence. The implication is that managers of tourism organisations need to ensure that their sites are informative, easy to use, and able to safeguard users’ online privacy if they are to attract more and loyal users to their sites. Value of the research: Very little research in the South African context exists with specific reference to how social networking sites are being utilised for trip organisation. This article contributes by unravelling factors which influence the usage of social networking sites for trip organisation. Conclusion: Perceived usefulness measured by functional benefits and social benefits is the key factor which influences attitude towards the use social networking sites for trip organisation. It is the responsibility of destination marketers to provide all the necessary or valuable information on their social networking site accounts, in order to encourage travellers to use social networking sites.
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The extent of e-retail in South Africa
- Authors: Diamond, Kevin Joel
- Date: 2014-02-05
- Subjects: Internet marketing - South Africa , Electronic commerce - South Africa
- Type: Thesis
- Identifier: uj:3636 , http://hdl.handle.net/10210/9013
- Description: M.B.A. , There is much contemporary writing on electronic commerce, although the amount of academic literature is limited. Most of the survey data and literature available is conducted in the USA and Europe and information on electronic commerce in South Africa is severely limited (Benjamin, 1999:1). This would indicate that data specific to e-retailing would be difficult to source. Electronic commerce has experienced very fast development in recent years following a slow start with its inception in the 1960s, when the first attempts at integration between trading partners took place. The value of electronic commerce transactions internationally was expected to reach US$300 billion by the year 2000 (Bacchetta, Low, Mattoo, Schuknecht, Wager, and Wehrens, 1998). South Africa is expected to follow a similar development trend. As at early 1998, 80% to 89% ofthe revenue from electronic commerce came from business-to-business transactions, while the reaming 11% came from business-to-consumer (Benjamin, 1999:1). Technological change is one of the many strategic issues facing retailers and organisations alike. The high costs of the technology, the scale of implementation and commitment required affects the organisation and its interactions within the Industry (Kieser, 1999:4). The use of technology for data transfer is no longer simply a competitive advantage but is becoming standard practice (Benjamin, 1999:34) The choice to study e-retail (business to consumer) as opposed to business-tobusiness is based on the premise that although business to business is deemed to currently have a significantly larger impact on organisations, organisations are ultimately going to sell to customers via the internet, the end product of electronic...
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- Authors: Diamond, Kevin Joel
- Date: 2014-02-05
- Subjects: Internet marketing - South Africa , Electronic commerce - South Africa
- Type: Thesis
- Identifier: uj:3636 , http://hdl.handle.net/10210/9013
- Description: M.B.A. , There is much contemporary writing on electronic commerce, although the amount of academic literature is limited. Most of the survey data and literature available is conducted in the USA and Europe and information on electronic commerce in South Africa is severely limited (Benjamin, 1999:1). This would indicate that data specific to e-retailing would be difficult to source. Electronic commerce has experienced very fast development in recent years following a slow start with its inception in the 1960s, when the first attempts at integration between trading partners took place. The value of electronic commerce transactions internationally was expected to reach US$300 billion by the year 2000 (Bacchetta, Low, Mattoo, Schuknecht, Wager, and Wehrens, 1998). South Africa is expected to follow a similar development trend. As at early 1998, 80% to 89% ofthe revenue from electronic commerce came from business-to-business transactions, while the reaming 11% came from business-to-consumer (Benjamin, 1999:1). Technological change is one of the many strategic issues facing retailers and organisations alike. The high costs of the technology, the scale of implementation and commitment required affects the organisation and its interactions within the Industry (Kieser, 1999:4). The use of technology for data transfer is no longer simply a competitive advantage but is becoming standard practice (Benjamin, 1999:34) The choice to study e-retail (business to consumer) as opposed to business-tobusiness is based on the premise that although business to business is deemed to currently have a significantly larger impact on organisations, organisations are ultimately going to sell to customers via the internet, the end product of electronic...
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Use of social media big data by South African retailers to support marketing decisions
- Authors: Mahlangu, Patrick
- Date: 2017
- Subjects: Marketing - South Africa - Management , Internet marketing - South Africa , Marketing - South Africa , Social media - Marketing
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/262537 , uj:27717
- Description: M.Com. (Business Management) , Abstract: 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.
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- Authors: Mahlangu, Patrick
- Date: 2017
- Subjects: Marketing - South Africa - Management , Internet marketing - South Africa , Marketing - South Africa , Social media - Marketing
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/262537 , uj:27717
- Description: M.Com. (Business Management) , Abstract: 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.
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