Since 2014
The Impact of Using Social Media for Advertising Appliances on Consumer Behaviour
Journal of Marketing and HR
View Archive Info| Field | Value | |
| ISSN |
2455-2178 |
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| Authentication Code |
dc |
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| Title Statement |
The Impact of Using Social Media for Advertising Appliances on Consumer Behaviour |
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| Added Entry - Uncontrolled Name |
Robertson, Jean Pierre Francois Abatan, Omotayo Mancosa Graduate School of Business, 16 Samora Machel St, Durban Mancosa Graduate School of Business, 16 Samora Machel St, Durban |
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| Summary, etc. |
The small appliance industry in South Africa offers consumers a wide range of appliances, models and brands. Understanding the consumer and shopper trends is still in its infancy stage within this segment of the market. This study focuses on investigating the use of effective online engagement and the ability to understand how online interaction changes consumers’ behaviour among an appliance brand’s customers which constitute the sample of the study. How the group can understand the full route to market and best make use of segments for engagement was also investigated. A survey was conducted where questionnaire was administrated via the group’s page on Facebook and consisted of opinion-based questions on the perception of Facebook as a medium to influence consumer behaviour. The results of the survey revealed that potential consumers who use Facebook do engage with appliance brands and manufactures, and they admit that engaging with them on Facebook influences their behaviour around appliances. |
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| Publication, Distribution, Etc. |
Scitech Research Organisation |
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| Electronic Location and Access |
application/pdf http://scitecresearch.com/journals/index.php/jmhr/article/view/1159 |
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| Data Source Entry |
Journal of Marketing and HR; Vol 5: JMHR |
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| Language Note |
eng |
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| Terms Governing Use and Reproduction Note |
##submission.copyrightStatement## |
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