Please use this identifier to cite or link to this item: http://hdl.handle.net/11189/5127
Title: Social media marketing communications effects on attitudes among millennials in South Africa
Authors: Duffett, Rodney Graeme 
Wakeham, Myles 
Keywords: Social media marketing communications;Hierarchy response model attitude;South Africa;facebook;mxit;millennials
Issue Date: 2016
Publisher: Kennesaw State University
Source: Rodney, G. and Wakeham Dr, M., 2016. Social media marketing communcations effects on attitudes among millennials in South Afica. The African Journal of Information Systems, 8(3), p.2.
Abstract: Online interpersonal interaction and communication has become an important aspect of social activities, especially among Millennials (young adults). However, the African continent has the lowest Internet access across the globe, but the development and rapid adoption of mobile technology has led to a major increase in the usage of Internet and new online Information and Communications Technology (ICT) channels, which are collectively referred to as social media. Social media platforms have become an integral part of everyday life and marketing communications via these digital channels has become one of the latest trends in South Africa (SA). The most commonly used social medium in the world is Facebook, whereas Mxit is the largest locally established online ICT conduit. However, not much is known about Millennials’ attitudes towards social media as an advertising medium. Therefore, several surveys were used to investigate the effect of social media (Facebook and Mxit) marketing communications have on each of the hierarchy response model attitude stages among Millennials in SA. The results confirm that social media marketing communications have a significant influence on all of the hierarchy response model attitude stages, but on a declining degree as South African Millennials progress to the higher stages. Furthermore, the findings also reveal that several online usage and demographic characteristics have a significant influence on attitudes towards these new interactive ICT conduits.
URI: http://hdl.handle.net/11189/5127
Appears in Collections:BUS - Journal Articles (not DHET subsidised)
Dr. Rodney Graeme Duffett

Show full item record

Page view(s)

101
Last Week
0
Last month
2
checked on Oct 22, 2018

Download(s)

59
checked on Oct 22, 2018

Google ScholarTM

Check


This item is licensed under a Creative Commons License Creative Commons