Abstract:
Understanding the influence of cheaper, smartphone technology on the media consumption of the
mass market of tomorrow is essential for brands interested in building brand loyalty and trust in South
Africa. The study will identify important aspects as to why effective social media engagement is
necessary for brands interested in developing and engaging with the consumers of brand
communities in South Africa. The study aims to provide brands with information on what consumers
are doing with cheaper, smartphone technology, and how this presents an opportunity for brands to
build trust and loyalty with the mass market in a meaningful way.
Previous literature on brand communities, loyalty and trust indicates that the mass market is still
forgotten by brands, due to a lack of understanding into the opinions and needs of this market. Social
media is also highlighted as a keystone area in the building of brand loyalty and trust, as constructive
and meaningful engagement by brands in this space strengthens the brand-consumer relationship.
This study utilised a mixed method research methodology. The collection of quantitative data was
carried out by using Google Forms, in an online survey, distributed across a Facebook forum for
students in the Western Cape. The qualitative data was collect by interviews from the sample.
The most significant insights involve the recommendations that consumers have given to brands.
The insights aim to provide brands that intent to communicate with consumers on social media, with
areas of concern and opportunities for building brand loyalty and trust. A common feature amongst
respondents involved the confirmation that cheaper, smartphone technology will provide increased
accessibility to social media. This places increased importance on the opportunities for brands to
engage with, build loyalty and trust with the mass market of tomorrow.
In conclusion, this study contributes to the body of knowledge on the influence of cheaper
smartphone technology on brand communities’ media consumption in South Africa. The influence of
this in respect to building brand loyalty and trust on social media in South Africa has been an
unexplored topic previously.
