Abstract:
This proposed research is a small-scale qualitative study that explored the world of
digital media specifically social media. Social media was looked at in-depth with
regards to how brands can utilise this media platform to engage and interact with their
consumers. The South African retail brand, Woolworths, was analysed in terms of their
social media strategy. Woolworths was analysed because of their strong online
strategies.
With the advancement of technology within the past few years, digital media has grown
a lot and is sometimes preferred over traditional media, such as newspapers and
magazines. Since digital media has advanced, social media platforms have been
getting stronger every year. A lot of South African are using different types of social
media platforms, therefore it is imperative that South African brands keep up to date
with current trends and focus part of their marketing strategies on social media. This
also includes brands being able to interact with their customers through social media.
This proposed research topic is relevant both to brands and consumers, because
social media plays a very big role in today’s age. Many people are using social media,
so in order for companies to boost their brand recognition and build and foster
relationships with their customers, they need to connect with them in an efficient way.
This interpretivistic study analysed customers from Woolworths, with regards to their
opinions and thoughts about brands interacting with their customers on social media.
Information for this proposed research was obtained from questionnaires from twenty
participants in the Umhlanga area. From the data collected, it was noted that
consumers felt that social media is very important in today’s society and that many of
the participants were attracted to the Woolworths social media pages, because of their
interesting content and quick responses to consumers.
