Demographic influences that affect brand liking due to MXit advertising amongst learners at Malibu High Schoo

Abstract

MXit has the greatest level of growth for a mobile social network in the world (MXit, 2013). These kinds of membership figures has drawn exposure to eager advertisers to utilise the social network for marketing directly to the consumer, no matter where they are, at any time of the day on their mobile phones. Questions have risen as to the relevance of social networking sites as a practical form of advertising, and whether or not advertisers gain justice from their frugal attempts to target their consumers with the use of this medium. MXit has approximately 50 million registered users worldwide, of which 10 million South Africans are subscribers (MXit, 2013). There is a limited amount of information available about MXit usage amongst teenagers and, in particular, how efficiently marketing communications are directed towards them. The research investigation commenced with the distribution of 400 questionnaires amongst learners at Malibu High School to determine which demographic factors of MXit contributes to the liking of brands advertised on the social network. Therefore, the objective of this study is to determine the effectiveness of MXit advertising, if it does in fact evoke liking and ultimately increase sales, and whether demographics played a role.