Researching the use and impact of social media marketing in small businesses is therefore an important and timely concern. This study therefore addressed the gap of limited existing research on the use of social media marketing by small businesses in South Africa.
Introduction
Background to the study
On this premise, companies and organizations can take advantage of social media to create value. This study explores the role of social media marketing in the small business context in the remote area of eMkhondo.
Research problem
Many businesses have now moved to where the people are – ie social media – to do business. The research undertaken aimed to address this gap by exploring the use, benefits and challenges of social media marketing among small businesses in eMkhondo.
Research questions
Research objectives
Methodology
The interview data was supplemented with analysis of the participating companies' social media sites to provide additional insight into their social media marketing efforts. The type of sampling used was purposive sampling, where the researcher used her judgment and discretion to select the members of the sample.
Significance of the study
Delimitation of study
Structure of the dissertation
The researcher uses various sources (such as journal articles, research reports and books) to provide a solid theoretical foundation related to the research. The final chapter summarizes the main findings of the study in relation to the research objectives of the study.
Conclusion
This chapter has briefly introduced the research topic, central concepts, research questions and objectives, as well as the research methodology and methods used. The third chapter discusses and justifies the methodology used by the researcher in dealing with the research problem.
Introduction
Small businesses
Small businesses defined
Cox (2012) notes that small businesses in the United States of America (US) are defined as those with fewer than 500 employees. Van Scheers (2016) refers to the South African National Small Businesses Act of 1996, which defines small businesses in South Africa as those with fewer than 50 employees.
Significance of small businesses
South Africa's government has raised the status of small businesses in the country by providing a budget of R1 billion. in 2017 for the development of small businesses (Groepe 2017). The Minister of Small Business Development in South Africa, Lindiwe Zulu, estimated that there were 2.8 million small businesses in the country and acknowledged that 57% of the country's employment is created by these businesses (Zulu 2017).
The social media concept
Social media characteristics
Authors such as Doyle, Sammon and Neville (2015), Odhiambo (2012) and Kaplan and Haenlein (2010) have all highlighted similar characteristics of social media. Before the advent of social media marketing, social interaction between customers and businesses was limited (Sashi 2012).
Classification of social media
According to Vaananen (2015), the social community zone refers to social media networks, which mainly focus on the relationships between users. Finally, the social trading zone includes networks that help users enjoy online buying and selling in the comfort of their homes.
Social media platforms
- YouTube
- Flickr
According to the South African Social Media Landscape 2018 report compiled by World Wide Worx and Ornico, Facebook dominates the social media arena in South Africa with 16 million users (Patricios & Goldstuck 2018). The South African Social Media Landscape 2018 report shows that 72% of major brands use LinkedIn, and 35% use it for advertising (Patricios & Goldstuck 2018).
Social media marketing
- Social media marketing benefits and contributions
- Relationships
- Customer engagement cycle
- Interaction
- Retention
- Advocacy
- Challenges of social media marketing
- Lack of resources
- Poor management and marketing skills
- Technology
- Measuring social media
- Social media marketing effectiveness
- Social media measurement
- Social media marketing adoption
Social media marketing provides a platform for customers to be active participants in the company's offerings (Sashi 2012). The barriers to successful implementation of social media marketing vary from one organization to the next.
Guidelines for implementing social media marketing
- Choosing an appropriate platform
- Assigning governance responsibility
- Identifying value metrics
- Making social media readily accessible
- Managing risks
To reflect on business goals, metrics must be identified to measure the effectiveness of social media marketing efforts. Social media sites should be used in such a way that they appeal to all groups of customers (Smith 2011).
Theoretical foundations of social media
- Social Exchange theory
- Resources
- Trust
- Costs versus rewards/benefits
- Reciprocity and interdependence
- Long-term relationships
Through the use of social media sites such as blogs and YouTube, there is active video sharing of more than 10 million subscribers, where participants can choose to comment and support such videos (Hamound 2016). To extend and perpetuate the relationship, it all depends on the content of the businesses posted to the customers through the social media sites.
Conclusion
The theory also applies to social media from a marketing perspective because it reveals the key human factors involved in forming mutually beneficial relationships. Most businesses today apply (SET) theory to provide enhanced services and make their customers happy (Pan & Crotts 2014).
Introduction
Research design
35 could help explain this relatively new phenomenon, as a deeper and more concrete insight focused on the environment of small businesses in eMkhonda could be discovered in the research. The interviews give a clear picture of the participants' position on the issue of social media marketing in their companies.
Research approach
Although some critics argue that exploratory research generates qualitative information and interpretation, which is subject to bias, the researcher strongly believes that it is appropriate for an investigation that provides insight into a problem for which limited information currently exists (Creswell 2003). It is easily modified and adapted to the prevailing situation and is more flexible than quantitative research as it allows for greater spontaneity and can be easily adapted by the researcher and participants (Atieno 2009).
Research setting/context
Target population
Sample and size
For example, Carter (2012) in the United Kingdom (2012) used a sample of six owner/managers to explore social media strategies used by small businesses. Gujral, Rauzela, and Chuch (2016) used a sample of five small businesses in Braamfontein, South Africa, to investigate online marketing in SMEs.
Sampling method
- Purposive sampling
- Snowball sampling
Cox (2012) conducted a case study of a small business in the US that was recognized as successful in its use of social media. 39 sampling technique helped the researcher find small businesses that use social media for marketing purposes, for the study.
Recruitment of participants
Informed consent
Data collection methods
Interviews
The interviews therefore enabled the researcher to gain insight into the use of social media marketing by small businesses. Through in-depth interviews, the researcher has the opportunity for intensive interaction with the participant.
Analysis of social media sites
To address this issue, the study used pseudonyms for the companies when presenting the findings, and individual participants were not named.
Research instruments
Interview schedule
Schedule for analysis of social media sites
Data analysis methods
Content analysis
Thematic analysis
Data quality/trustworthiness
- Credibility
- Dependability
- Transferability
- Confirmability
Credibility is demonstrated through data collection and through the way the researcher selects the participants who take part in the research. The researcher has outlined in detail the research techniques and processes used in the study to facilitate reliability.
Ethical considerations
Conclusion
Introduction
Profile of participants
Findings from interviews
Business background
As can be seen in Table 4.2, businesses with fewer years in operation indicated that they tend to use more social media marketing activities compared to those with more than 10 years of existence. Maybe our social media contributes about 30%, because we are still very involved in the local newspaper" (Business 1 - in business for 10 years).
Usage of social media marketing
49 It appears that the companies with more years in business were the ones that used social media marketing the least, and vice versa. One participant indicated that he had a negative attitude towards his company's use of social media.
Social media platforms used
This may help explain why all of the participants in this study use Facebook as a social media marketing tool. Social media sites like Instagram, LinkedIn and Twitter are too advanced for me” (Business 4).
Content posted on social media
We post pictures of products ... we also advertise our special offers like hampers to our customers” (Business 4). In summary, the responses of the participants revealed that Facebook was mainly used to give information about the businesses' products and to post pictures about their products, as seen in Table 4.3 above.
Person responsible for social media marketing in business
The study looked at the role of social media marketing in small businesses in eMkhondo.
Frequency of posting on social media sites
Followers connected to social media site
To check the existing/potential customer base of the businesses, the participants were asked about the number of followers linked to their social media sites. However, having large numbers of followers on social media does not necessarily mean the success of the business.
Benefits of social media
However, those who may appear as followers of businesses on social media do not necessarily convert into customers. This actually presents a serious problem for businesses in terms of measuring the effectiveness of their social media efforts.
Measuring social media marketing
Ewing (2009) pointed out that measuring social media marketing remains a tremendous challenge if companies do not know the appropriate metrics to use. In addition to the difficulty of measuring social media marketing results, there are many other challenges to using social media marketing in small businesses.
Challenges of social media marketing
Another participant strongly believed that time was a major challenge for successful implementation of social media marketing. Network problems in some parts of Mkhondo were also highlighted as challenges to using social media marketing.
Solutions to challenges posed by social media marketing
62 In addition, to overcome the challenges, another participant suggested that small business managers/owners should hire experts who know how to properly implement social media marketing. To summarize the findings related to proposed solutions to social media challenges, participants indicated that companies should: be flexible and willing to learn how to use new social media sites; integrate social media with other communication tools; hire special expertise to manage their social media accounts; and finally, be proactive in keeping up with the changes on social media.
Strategies for avoiding social media marketing pitfalls
To explore the benefits and contribution made by social media marketing to these small businesses. The literature review (Chapter Two) has also shown the tremendous contribution and benefits of social media marketing.
Findings from analysis of participants’ social media sites
Conclusion
Based on participant responses, it appears that social media is changing the way these businesses connect with their customers as they improve their communication and marketing strategies. Challenges such as lack of expertise in social media marketing and failure to measure the success of social media marketing efforts prevent businesses from achieving their desired results.
Introduction
Sashi (2012) explained that the benefits of social media marketing help small businesses compete effectively with large organizations.
Findings in relation to research objectives
Recommendations for small businesses
Have a strategy when you start implementing social media marketing that is aligned with business objectives. Marketers should learn to use as many social media sites as possible, such as Twitter, YouTube,.
Recommendations for further research
The study also lacked a comparison between companies that use social media marketing and companies that do not use social media marketing. With such a comparison, the study could further explore the extent to which social media marketing is or is not effective for small businesses.
Contribution
Conclusion
Use, barriers and measurement of social media marketing: An exploratory study of small and medium B2B brands. The Use of Social Media Marketing Strategies by Small and Medium Enterprises in the Hospitality Sector in the Cape Metropole, South Africa.
