The Effectiveness of Advertising Through the Social Media in Gauteng

24653 Words May 22nd, 2015 99 Pages
The effectiveness of advertising through the social media in Gauteng


Thirushen Naidoo

Dissertation submitted in partial fulfilment of the requirements for the degree Master of Business Administration at the
Potchefstroom Campus of the
North-West University

Supervisor: Prof. C.A. Bischoff
November 2011



Lord Ganesha, thank you for removing all obstacles in my path to complete this dissertation. I would like to take this opportunity to express my heart-felt gratitude towards a number of very special people whose contribution, support and understanding were essential for the completion of this study. I would like to thank my father Geghia, mother Lavina and two brothers
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The current idea is to try and build customised relationships with future clients from a young age, by developing a relationship that complies with their requirements which social media has made a possibility. This study attempts to investigate the effectiveness of advertising through social media, focusing on the social media medium of Facebook to determine the key correlations and factors that affect the effectiveness of advertisements on Facebook. The target audience utilised is based in the geographical region of Gauteng.

A survey was circulated via email to everyday consumers (n=189).Their attitude towards the brand used in the survey, as well as their loyalty to brand, were explored. Descriptive statistics and correlations revealed that many factors actually influence one‟s attitude to a brand and the actual effectiveness of the advertisement. Some trends of interest that were found were the fact that brands that have achieved a strong market presence, automatically attain the attention of consumers in the advertisements. The use of models correlated to the thought processes of consumers also played a role in determining how advertisements are actually perceived. There are four particular constituents that contribute to advertising effectiveness on Facebook, namely brand engagement, brand attitude, brand image and consumer engagement. In conclusion, for advertisements to be effective on
Facebook, a brand must be established and have a strong

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