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An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks
- Authors: Gwatiringa, Tsitsi
- Date: 2015
- Subjects: Digital storytelling -- South Africa , Branding (Marketing) -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/7533 , vital:21799
- Description: Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
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- Authors: Gwatiringa, Tsitsi
- Date: 2015
- Subjects: Digital storytelling -- South Africa , Branding (Marketing) -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/7533 , vital:21799
- Description: Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
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Investigating the relationship between the social phenomenon of Facebook and narcissistic socio-cultural tendencies
- Authors: Zdanow, Carla
- Date: 2011
- Subjects: Facebook (Electronic resource) , Narcissism , Self , Culture , Online social networks -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8377 , http://hdl.handle.net/10948/1445 , Facebook (Electronic resource) , Narcissism , Self , Culture , Online social networks -- South Africa , Social media -- South Africa
- Description: Narcissism is increasingly being regarded as one of the biggest socio-cultural problems of the contemporary era. Indeed, recent studies by Baldwin and Stroman (2007) and Buffardi and Campbell (2008), among others, have advanced that new media technologies – in particular social networking websites – have significantly exacerbated the rise and spread of narcissism in contemporary society. Based on this premise, namely that social media provide the perfect platform for the promotion of self-infatuation, this research project will provide a critical analysis of the potential influence of social media in the development of a widespread narcissistic socio-cultural condition. In this regard, claims that increasingly consumerist, individualist and media-saturated societies are nurturing a culture of extreme narcissism, vanity and entitlement, will be examined in relation to an increase in the use of consumerorientated new media technologies. In particular, by examining the structural components of the popular social networking site, Facebook, this treatise will highlight the connection between the use of this form of new media and the engenderment of an acutely consumerist and narcissistic subjectivity – namely, commodity narcissism. That is, by examining the growth of narcissism from the 1940s through to the new millennium, the role of the media, and most recently new media technologies, in the promotion of commodity narcissism will be examined as factors of particular significance in the formation of contemporary subjectivity. In relation to this, the impact of commodity narcissism on the perpetuation and propagation of capitalist isolation, alienation and insecurity will be investigated with a view to exploring the potential impact of such narcissism on the efficacy of the democratic process. Finally, some remedial measures, which co-opt rather than negate such social media, will be proposed.
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- Authors: Zdanow, Carla
- Date: 2011
- Subjects: Facebook (Electronic resource) , Narcissism , Self , Culture , Online social networks -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8377 , http://hdl.handle.net/10948/1445 , Facebook (Electronic resource) , Narcissism , Self , Culture , Online social networks -- South Africa , Social media -- South Africa
- Description: Narcissism is increasingly being regarded as one of the biggest socio-cultural problems of the contemporary era. Indeed, recent studies by Baldwin and Stroman (2007) and Buffardi and Campbell (2008), among others, have advanced that new media technologies – in particular social networking websites – have significantly exacerbated the rise and spread of narcissism in contemporary society. Based on this premise, namely that social media provide the perfect platform for the promotion of self-infatuation, this research project will provide a critical analysis of the potential influence of social media in the development of a widespread narcissistic socio-cultural condition. In this regard, claims that increasingly consumerist, individualist and media-saturated societies are nurturing a culture of extreme narcissism, vanity and entitlement, will be examined in relation to an increase in the use of consumerorientated new media technologies. In particular, by examining the structural components of the popular social networking site, Facebook, this treatise will highlight the connection between the use of this form of new media and the engenderment of an acutely consumerist and narcissistic subjectivity – namely, commodity narcissism. That is, by examining the growth of narcissism from the 1940s through to the new millennium, the role of the media, and most recently new media technologies, in the promotion of commodity narcissism will be examined as factors of particular significance in the formation of contemporary subjectivity. In relation to this, the impact of commodity narcissism on the perpetuation and propagation of capitalist isolation, alienation and insecurity will be investigated with a view to exploring the potential impact of such narcissism on the efficacy of the democratic process. Finally, some remedial measures, which co-opt rather than negate such social media, will be proposed.
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Investigating the radical democratic potential of social media use by new social movements in South Africa
- Authors: Zdanow, Carla
- Date: 2015
- Subjects: Social media -- South Africa , Social movements -- South Africa , Neoliberalism -- South Africa
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10948/4310 , vital:20583
- Description: Since its inception, the internet ‒ and in particular Web 2.0 ‒ have been valorized as potentially revolutionary democratic spaces. Despite the emergence of concerns over the progressively neoliberal orientation and narcissistic effects of the internet, evidence of the radical democratic potential of this media has received considerable attention. This thesis is orientated around both an exploration of such evidence, and a consideration of its relevance for South Africa. In this regard, the thesis commences with an exploration of the neoliberal underpinnings of the internet and the growing translation of dominant neoliberal discourses into the online practices of mainstream liberal democratic politics. Focus then shifts toward the mounting influence of alternative radical democratic positions online, through an investigation of the virtual manifestations of deliberative, autonomous, and agonistic approaches to radical democracy. And following an examination of the online political practices of selected recent global social movements, the primacy of agonism in online expressions of radical democracy is advanced. In turn, resonances and dissonances between the online activity and practices of such global social movements, and the use of the internet and social media by well-known South African new social movements, are explored. Finally, this thesis concludes by recommending a fourfold new media approach through which the agonistic radical democratic potential of the internet can be realized more fully by the new social movements of South Africa.
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- Authors: Zdanow, Carla
- Date: 2015
- Subjects: Social media -- South Africa , Social movements -- South Africa , Neoliberalism -- South Africa
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: http://hdl.handle.net/10948/4310 , vital:20583
- Description: Since its inception, the internet ‒ and in particular Web 2.0 ‒ have been valorized as potentially revolutionary democratic spaces. Despite the emergence of concerns over the progressively neoliberal orientation and narcissistic effects of the internet, evidence of the radical democratic potential of this media has received considerable attention. This thesis is orientated around both an exploration of such evidence, and a consideration of its relevance for South Africa. In this regard, the thesis commences with an exploration of the neoliberal underpinnings of the internet and the growing translation of dominant neoliberal discourses into the online practices of mainstream liberal democratic politics. Focus then shifts toward the mounting influence of alternative radical democratic positions online, through an investigation of the virtual manifestations of deliberative, autonomous, and agonistic approaches to radical democracy. And following an examination of the online political practices of selected recent global social movements, the primacy of agonism in online expressions of radical democracy is advanced. In turn, resonances and dissonances between the online activity and practices of such global social movements, and the use of the internet and social media by well-known South African new social movements, are explored. Finally, this thesis concludes by recommending a fourfold new media approach through which the agonistic radical democratic potential of the internet can be realized more fully by the new social movements of South Africa.
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An investigation into the role of social media in the 2014 South African general election
- Authors: Numa, Esethu
- Date: 2015
- Subjects: Social media -- South Africa , Communication in politics -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/5271 , vital:20833
- Description: The citizens of a state make sense of political parties from what is communicated about the parties as well as how that message is communicated. The use of social media, as a campaign communication vehicle, by political parties and voters is increasing, which brings rise to the need to examine the role of social media in South African politics. This study, which is a necessary exploration of political communication in South Africa, particularly on social media post-1994, looks at the scope of political communication on social media pre and post the 2014 elections in South Africa. Through a content analysis, this study analyses the communication messages of political parties on Twitter and the public‟s response to those messages. Furthermore, drawing from the theories of Framing and Agenda setting, this study explores how issues are framed on social media as well as the agenda setting role of social media. The study also identifies the issues that present themselves in political communication through social media in South Africa, and proposes ways in which the political parties could campaign more compellingly and effectively on social media.
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- Authors: Numa, Esethu
- Date: 2015
- Subjects: Social media -- South Africa , Communication in politics -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/5271 , vital:20833
- Description: The citizens of a state make sense of political parties from what is communicated about the parties as well as how that message is communicated. The use of social media, as a campaign communication vehicle, by political parties and voters is increasing, which brings rise to the need to examine the role of social media in South African politics. This study, which is a necessary exploration of political communication in South Africa, particularly on social media post-1994, looks at the scope of political communication on social media pre and post the 2014 elections in South Africa. Through a content analysis, this study analyses the communication messages of political parties on Twitter and the public‟s response to those messages. Furthermore, drawing from the theories of Framing and Agenda setting, this study explores how issues are framed on social media as well as the agenda setting role of social media. The study also identifies the issues that present themselves in political communication through social media in South Africa, and proposes ways in which the political parties could campaign more compellingly and effectively on social media.
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A social media model for public participation in a South African municipality
- Authors: Fashoro, Ifeoluwapo
- Date: 2018
- Subjects: Information technology -- Social aspects -- South Africa , Social media -- South Africa , Political participation -- Technological innovations -- South Africa , Municipal government -- South Africa -- Citizen participation
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: http://hdl.handle.net/10948/29851 , vital:30786
- Description: Social media have become the preferred method of communication for individuals, organisations and even governments. These technologies have become ingrained in our everyday lives and have changed the way we communicate, collaborate are informed of recent happenings around the world. Social media websites are reported to be the most popular around the world. In the government sphere, social media is purported as a technology that will revolutionise citizen participation, service delivery and government-citizen interactions. Accordingly, governments around the world are steadily implementing social media in a bid to meet citizens’ demand for immediate and constant access to information, as well as increased opportunities to participate in government. Public participation has become an important focus area for government which could be used to effectively engage citizens and foster citizen trust. The United Nation’s E-government survey reports the presence of 125 countries on social media platforms. Despite the increased use of social media by governments, consensus among researchers is that governments need guidance on how to use social media effectively to achieve the potential benefits proposed by these technologies. Many social media adoptions by governments have been deemed as experimental; no formal action plan was designed, and many government employees are expected to learn social media use on-the-job. The aim of this research was to investigate and propose a social media model for public participation to leverage the opportunities provided by social media and present an effective and structured approach towards public participation. The research was designed as a mixed methods research using a case study based in the Eastern Cape Province of South Africa. The research involved a survey of citizens in the selected municipality based on the Uses and Gratifications Theory, interviews with employees responsible for social media in said municipality and a contents analysis of the existing social media pages of the municipality. The model was developed from the findings of the survey, interviews and existing literature. The implementation of the model was done in the Nelson Mandela Bay Municipality. The municipality appointed a social media champion responsible for obtaining support from top management and politicians within the municipality. Additional staff were added to the social media team and formal social media training was provided to the team. An official social media strategy was drafted and at the time of writing, needed to be approved by top management. The proposed model was operationalised within the Nelson Mandela Bay Municipality. This research makes several contributions to the E-government and social media fields in South Africa. The major contribution is the provision of guidance for South African municipalities to implement and use social media in an effective manner to achieve public participation. The research provided a phased approach to social media implementation that eliminates ad hoc experimentation and ensures the municipality’s social media activities are effective. The development of the model was based on the characteristics of the municipality and its citizens derived from the interviews and survey carried out. There are five phases in the model; Initialisation, Setup, Organisation, Institutionalisation and Maintenance. The model can be thought of as a guideline, and as such municipalities should adapt the implementation of the model to fit their organisational characteristics. The social media model will assist municipalities to determine the resources, tools and tactics to enable them to implement social media effectively, which will result in an improved engagement and participation process with citizens, and thereby foster trust.
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- Authors: Fashoro, Ifeoluwapo
- Date: 2018
- Subjects: Information technology -- Social aspects -- South Africa , Social media -- South Africa , Political participation -- Technological innovations -- South Africa , Municipal government -- South Africa -- Citizen participation
- Language: English
- Type: Thesis , Doctoral , DPhil
- Identifier: http://hdl.handle.net/10948/29851 , vital:30786
- Description: Social media have become the preferred method of communication for individuals, organisations and even governments. These technologies have become ingrained in our everyday lives and have changed the way we communicate, collaborate are informed of recent happenings around the world. Social media websites are reported to be the most popular around the world. In the government sphere, social media is purported as a technology that will revolutionise citizen participation, service delivery and government-citizen interactions. Accordingly, governments around the world are steadily implementing social media in a bid to meet citizens’ demand for immediate and constant access to information, as well as increased opportunities to participate in government. Public participation has become an important focus area for government which could be used to effectively engage citizens and foster citizen trust. The United Nation’s E-government survey reports the presence of 125 countries on social media platforms. Despite the increased use of social media by governments, consensus among researchers is that governments need guidance on how to use social media effectively to achieve the potential benefits proposed by these technologies. Many social media adoptions by governments have been deemed as experimental; no formal action plan was designed, and many government employees are expected to learn social media use on-the-job. The aim of this research was to investigate and propose a social media model for public participation to leverage the opportunities provided by social media and present an effective and structured approach towards public participation. The research was designed as a mixed methods research using a case study based in the Eastern Cape Province of South Africa. The research involved a survey of citizens in the selected municipality based on the Uses and Gratifications Theory, interviews with employees responsible for social media in said municipality and a contents analysis of the existing social media pages of the municipality. The model was developed from the findings of the survey, interviews and existing literature. The implementation of the model was done in the Nelson Mandela Bay Municipality. The municipality appointed a social media champion responsible for obtaining support from top management and politicians within the municipality. Additional staff were added to the social media team and formal social media training was provided to the team. An official social media strategy was drafted and at the time of writing, needed to be approved by top management. The proposed model was operationalised within the Nelson Mandela Bay Municipality. This research makes several contributions to the E-government and social media fields in South Africa. The major contribution is the provision of guidance for South African municipalities to implement and use social media in an effective manner to achieve public participation. The research provided a phased approach to social media implementation that eliminates ad hoc experimentation and ensures the municipality’s social media activities are effective. The development of the model was based on the characteristics of the municipality and its citizens derived from the interviews and survey carried out. There are five phases in the model; Initialisation, Setup, Organisation, Institutionalisation and Maintenance. The model can be thought of as a guideline, and as such municipalities should adapt the implementation of the model to fit their organisational characteristics. The social media model will assist municipalities to determine the resources, tools and tactics to enable them to implement social media effectively, which will result in an improved engagement and participation process with citizens, and thereby foster trust.
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The use of Facebook and Twitter in sports public relations in the 2012 Olympics
- Authors: Cash, Carol-Anne
- Date: 2013
- Subjects: Sports journalism -- South Africa , Social media -- South Africa , Communication -- Social aspects -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8370 , http://hdl.handle.net/10948/d1020640
- Description: The purpose of this study was to provide professionals practising sports public relations in South Africa with insight into the use of social media platforms Facebook and Twitter. The secondary data from this study was drawn from the fields of communications, public relations, new media, social media, sport and marketing. South African Paralympic swimmers Kevin Paul and Shireen Sapiro were selected as the case studies and their Facebook and Twitter sites were analysed. The data was analysed leading up to, during and after the 2012 London Olympics and Paralympics. Content analysis using quantitative and qualitative data was utilized to conduct this study. During the period 27 July to 30 September 2012, the study was able to evaluate data by identifying the reach, frequency, interaction of the stakeholders and the positive or negative impact social media had on these athletes. The study established that there were correlations between the secondary and primary research that was undertaken. The findings revealed that social media platforms Facebook and Twitter can be useful tools to communicate with stakeholders. Social media can also create support for the athletes, create two-way interaction, create unity and enhance reputation. It was identified that social media could only be effective if it enticed stakeholders to engage with the brand and create two-way communication. Immediate feedback by responding to comments as soon as possible to build and maintain relationships with stakeholders is essential. This can be done through comprehensive planning, monitoring and proactively seeking ways to satisfy stakeholder needs.
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- Authors: Cash, Carol-Anne
- Date: 2013
- Subjects: Sports journalism -- South Africa , Social media -- South Africa , Communication -- Social aspects -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8370 , http://hdl.handle.net/10948/d1020640
- Description: The purpose of this study was to provide professionals practising sports public relations in South Africa with insight into the use of social media platforms Facebook and Twitter. The secondary data from this study was drawn from the fields of communications, public relations, new media, social media, sport and marketing. South African Paralympic swimmers Kevin Paul and Shireen Sapiro were selected as the case studies and their Facebook and Twitter sites were analysed. The data was analysed leading up to, during and after the 2012 London Olympics and Paralympics. Content analysis using quantitative and qualitative data was utilized to conduct this study. During the period 27 July to 30 September 2012, the study was able to evaluate data by identifying the reach, frequency, interaction of the stakeholders and the positive or negative impact social media had on these athletes. The study established that there were correlations between the secondary and primary research that was undertaken. The findings revealed that social media platforms Facebook and Twitter can be useful tools to communicate with stakeholders. Social media can also create support for the athletes, create two-way interaction, create unity and enhance reputation. It was identified that social media could only be effective if it enticed stakeholders to engage with the brand and create two-way communication. Immediate feedback by responding to comments as soon as possible to build and maintain relationships with stakeholders is essential. This can be done through comprehensive planning, monitoring and proactively seeking ways to satisfy stakeholder needs.
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Social media and brand image: a longitudinal study of Eastern Cape universities
- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
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- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
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A comparative analysis of social media brand image of insurance companies in South Africa: a longitudinal study
- Authors: Gudu, Daniel
- Date: 2020
- Subjects: Social media -- South Africa , Internet marketing -- South Africa , Chernoff faces , Ínsurance companies -- South Africa -- Marketing , Insurance companies -- South Africa -- Case studies , Multivariate analysis -- Graphic methods
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/144277 , vital:38327
- Description: Social media is changing the way business is conducted. Almost five billion videos are watched on YouTube every single day. Social media has an extensive worldwide presence. Out of the total global population of over 7,5 billion people, over 4 billion are internet users. Of these, over 3 billion are active on social media. Social media is very influential in today's decision-making processes. Businesses must integrate social media into their strategies. The purpose of this research was to investigate the use of a novel method, Chernoff Faces, to assess and compare the social media brand images of six insurance companies in South Africa based on social conversation measurement. The intention of research was towards observing existing situations at hand and pointing out the game changers that can provide the industry with a new leap. Social media are multidimensional and understanding them requires tracking different measures simultaneously. Integrating social media into a communication strategy leads to a problem in finding the best way to portray and communicate multivariate data. It is essential to find the best way to represent and transmit the data so that marketing executives can quickly and easily monitor changes in brand images. Previous studies have successfully proved the possibility of using this method to gauge a "snapshot in time." This study took the concept further by closely monitoring the results for a set of brands over a period to account for the dynamic nature of social media. Accordingly, the study was a longitudinal study of 30 days. Data on the insurance companies was collected from Social Mention, a social media search and analysis platform that aggregates user-generated content into a single stream of information. A tool in the statistical software Stata, Chernoff's faces, was used to analyse the results by generating facial expressions to the metrics associated with the social mentions of each of the insurance companies. The resulting facial expressions were then analysed to recognise the more favourable and stable brands and those that need appropriate risk management. Managing Social Media is challenging as managers must always keep it as positive as possible. Brand managers, therefore, need a better tool to gauge the mood in social media conversations due to the fast-changing nature of social media and the importance of social media to business especially insurance.
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- Authors: Gudu, Daniel
- Date: 2020
- Subjects: Social media -- South Africa , Internet marketing -- South Africa , Chernoff faces , Ínsurance companies -- South Africa -- Marketing , Insurance companies -- South Africa -- Case studies , Multivariate analysis -- Graphic methods
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/144277 , vital:38327
- Description: Social media is changing the way business is conducted. Almost five billion videos are watched on YouTube every single day. Social media has an extensive worldwide presence. Out of the total global population of over 7,5 billion people, over 4 billion are internet users. Of these, over 3 billion are active on social media. Social media is very influential in today's decision-making processes. Businesses must integrate social media into their strategies. The purpose of this research was to investigate the use of a novel method, Chernoff Faces, to assess and compare the social media brand images of six insurance companies in South Africa based on social conversation measurement. The intention of research was towards observing existing situations at hand and pointing out the game changers that can provide the industry with a new leap. Social media are multidimensional and understanding them requires tracking different measures simultaneously. Integrating social media into a communication strategy leads to a problem in finding the best way to portray and communicate multivariate data. It is essential to find the best way to represent and transmit the data so that marketing executives can quickly and easily monitor changes in brand images. Previous studies have successfully proved the possibility of using this method to gauge a "snapshot in time." This study took the concept further by closely monitoring the results for a set of brands over a period to account for the dynamic nature of social media. Accordingly, the study was a longitudinal study of 30 days. Data on the insurance companies was collected from Social Mention, a social media search and analysis platform that aggregates user-generated content into a single stream of information. A tool in the statistical software Stata, Chernoff's faces, was used to analyse the results by generating facial expressions to the metrics associated with the social mentions of each of the insurance companies. The resulting facial expressions were then analysed to recognise the more favourable and stable brands and those that need appropriate risk management. Managing Social Media is challenging as managers must always keep it as positive as possible. Brand managers, therefore, need a better tool to gauge the mood in social media conversations due to the fast-changing nature of social media and the importance of social media to business especially insurance.
- Full Text:
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