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Title:
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THE FACTORS INFLUENCING APPLYING SOCIAL MEDIA FOR MARKETING |
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Author(s):
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Magdeline Moche and Tiko Iyamu |
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ISBN:
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978-989-8704-62 |
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Editors:
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Paula Miranda and Pedro Isaías |
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Year:
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2024 |
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Edition:
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Single |
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Keywords:
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Activity Theory, Marketing, Social Media, South African Bank |
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Type:
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Short |
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First Page:
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345 |
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Last Page:
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349 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The adoption and use of social media for marketing by South African banks encounter challenges primarily because the
influencing factors are not known, empirically. This study aims to examine the factors influencing the use of social media
for marketing in a South African bank. Qualitative methods were employed, involving the case study approach and
semi-structured interviews. A South African bank was selected using a set of criteria. The findings reveal several critical
factors, including Awareness, Interactive, Operationalisation, Governance, and Security. The influencing factors have
significant implications for both the bank and its employees, in improving the efficiency and effectiveness of marketing
using social media. However, the implementation of such a system would require addressing challenges related to a
framework. |
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