Negotiating the line between information and panic: a case study of vanguard’s coverage of the ebola outbreak in Nigeria
- Authors: Akingbade, Olutobi Elijah
- Date: 2017
- Subjects: Digital media -- Marketing , Marketing -- Technological innovations , Internet marketing , Carbonated beverages -- Marketing , Coca Cola (Trademark) -- Marketing , Social media -- Economic aspects , Soft drink industry -- Internet marketing , Health behavior in adolescence , Advertising -- Carbonated beverages , Obesity in adolescence , Drinking behavior
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/5903 , vital:20986
- Description: This study titled ‘Negotiating the line between information and panic: A case study of Vanguard’s coverage of the Ebola Outbreak in Nigeria’ investigates and evaluates Vanguard’s coverage of the 2014 Ebola Virus Disease (EVD) outbreak in Nigeria. This study was conducted to understand how Vanguard negotiated the line between the dissemination of actual EVD information and the possibility of creating panic and fear during the coverage of the outbreak. Using qualitative content analysis and interview embedded within a qualitative research design, the study was carried out against the backdrop of relevant literature that asserts that the mass media is an important carrier, prime mover and producer of tensions, anxieties, fears and panics while the print media specifically is argued to have as part of its history the business of irrational fear mongering and the creation of panic about social problems. Vanguard, rated as one of the ten largest newspapers in Nigeria, was purposively selected for this study. Vanguard did substantial reporting and dissemination of the 2014 EVD outbreak and it was possible to draw on the availability and accessibility of the electronic archives of the EVD articles. Using the theory of moral panic, the normative theories of the media and theories about essential constituents of journalism culture as a theoretical framework, the study reveals that Vanguard’s coverage of the 2014 EVD outbreak was challenging and more demanding compared to coverage of previous outbreaks of viral diseases in Nigeria by the print medium. The study shows that lack of sufficient understanding of the science that underlies EVD, the initial exclusion of the media from the national response to contain the outbreak, and the lack of sufficient proactive measures by government and the print medium were powerful factors in how the epidemic was reported. The study also shows an interesting dimension in Vanguard’s early and latter coverage of the EVD outbreak while it lasted in Nigeria. This dimension reveals a high number of EVD articles with the propensity to inspire fear and panic in the early days of the coverage compared to EVD articles with the propensity to douse fear and panic in the early and latter days of the outbreak. The study shows that while the challenges encountered stem from Ebola’s mode of transmission, lack of scientific and medically proven cure and early coverage amidst uncertainties, the inherent tensions and anxieties that characterised the outbreak coupled with Vanguard’s fire brigade approach led to the relatively high number of EVD articles with the propensity to inspire fear and panic. The study recommends the mass media’s inclusion in national responses to epidemics and ongoing training for health journalists to update their knowledge base about emerging and infectious diseases. The study also recommends for further study a reception analysis to enhance the socio-cultural understanding of how the EVD articles were received.
- Full Text:
- Date Issued: 2017
- Authors: Akingbade, Olutobi Elijah
- Date: 2017
- Subjects: Digital media -- Marketing , Marketing -- Technological innovations , Internet marketing , Carbonated beverages -- Marketing , Coca Cola (Trademark) -- Marketing , Social media -- Economic aspects , Soft drink industry -- Internet marketing , Health behavior in adolescence , Advertising -- Carbonated beverages , Obesity in adolescence , Drinking behavior
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/5903 , vital:20986
- Description: This study titled ‘Negotiating the line between information and panic: A case study of Vanguard’s coverage of the Ebola Outbreak in Nigeria’ investigates and evaluates Vanguard’s coverage of the 2014 Ebola Virus Disease (EVD) outbreak in Nigeria. This study was conducted to understand how Vanguard negotiated the line between the dissemination of actual EVD information and the possibility of creating panic and fear during the coverage of the outbreak. Using qualitative content analysis and interview embedded within a qualitative research design, the study was carried out against the backdrop of relevant literature that asserts that the mass media is an important carrier, prime mover and producer of tensions, anxieties, fears and panics while the print media specifically is argued to have as part of its history the business of irrational fear mongering and the creation of panic about social problems. Vanguard, rated as one of the ten largest newspapers in Nigeria, was purposively selected for this study. Vanguard did substantial reporting and dissemination of the 2014 EVD outbreak and it was possible to draw on the availability and accessibility of the electronic archives of the EVD articles. Using the theory of moral panic, the normative theories of the media and theories about essential constituents of journalism culture as a theoretical framework, the study reveals that Vanguard’s coverage of the 2014 EVD outbreak was challenging and more demanding compared to coverage of previous outbreaks of viral diseases in Nigeria by the print medium. The study shows that lack of sufficient understanding of the science that underlies EVD, the initial exclusion of the media from the national response to contain the outbreak, and the lack of sufficient proactive measures by government and the print medium were powerful factors in how the epidemic was reported. The study also shows an interesting dimension in Vanguard’s early and latter coverage of the EVD outbreak while it lasted in Nigeria. This dimension reveals a high number of EVD articles with the propensity to inspire fear and panic in the early days of the coverage compared to EVD articles with the propensity to douse fear and panic in the early and latter days of the outbreak. The study shows that while the challenges encountered stem from Ebola’s mode of transmission, lack of scientific and medically proven cure and early coverage amidst uncertainties, the inherent tensions and anxieties that characterised the outbreak coupled with Vanguard’s fire brigade approach led to the relatively high number of EVD articles with the propensity to inspire fear and panic. The study recommends the mass media’s inclusion in national responses to epidemics and ongoing training for health journalists to update their knowledge base about emerging and infectious diseases. The study also recommends for further study a reception analysis to enhance the socio-cultural understanding of how the EVD articles were received.
- Full Text:
- Date Issued: 2017
An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty
- Authors: Purohit, Ashish
- Date: 2015
- Subjects: Social media -- Economic aspects , Banks and banking -- Internet marketing -- South Africa , Bank marketing -- South Africa , Brand loyalty -- South Africa , Branding (Marketing) -- South Africa , Structural equation modeling
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1157 , http://hdl.handle.net/10962/d1018920
- Description: The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.
- Full Text:
- Date Issued: 2015
- Authors: Purohit, Ashish
- Date: 2015
- Subjects: Social media -- Economic aspects , Banks and banking -- Internet marketing -- South Africa , Bank marketing -- South Africa , Brand loyalty -- South Africa , Branding (Marketing) -- South Africa , Structural equation modeling
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1157 , http://hdl.handle.net/10962/d1018920
- Description: The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.
- Full Text:
- Date Issued: 2015
Evaluating social media participation for successful marketing and communication by selected private game reserves, Eastern Cape, South Africa
- Authors: Booth, Tara
- Date: 2013
- Subjects: Social media -- Economic aspects , Online social networks -- Economic aspects , Game reserves -- South Africa -- Eastern Cape -- Marketing , Internet marketing -- Economic aspects , Social media -- Marketing , Tourism -- Marketing , Communication in management
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:843 , http://hdl.handle.net/10962/d1015692
- Description: Social media has become one of the defining features of the technological advances known as Web 2.0. As social media has increased in popularity, so businesses are expected to participate. Social media platforms enable businesses to widely broadcast a message as well as interact directly with individual customers. Customers are also able to interact directly with one another and share information and reviews about products and services offered. This suits the tourism industry particularly well. Internationally, research has shown that individuals use social media and other online tools to research potential holiday destinations. In addition social media is used during travel to share snapshots and commentary as well as after travel, through reviews and recommendations on platforms such as TripAdvisor. However, few studies have investigated how tourism destinations use social media to attract new clients and retain existing clients. Very little research has been done on tourism and social media in South Africa despite the importance of this industry to Gross Domestic Product (GDP). This study focused on four-star establishments within the photographic wildlife tourism industry in the Eastern Cape of South Africa. An initial survey of social media participation was carried out within the framework set out by Chan and Guillet (2011); this was then followed up with interviews with selected managers. Results showed that, in general, Private Game Reserves (PGRs) had embraced social media as a communication and marketing platform; despite concerns raised about the lack of control over content as well as poor understanding of the influence social media might have on the bottom line. TripAdvisor, Facebook and Twitter were the most commonly used platforms due to management familiarity with the platform and their ease of use. Few lodges utilised blogs or content sites such as YouTube and management cited time commitments associated with this type of platform as a reason for non-participation. However, although most PGRs or lodges had a profile on social media, this did not always mean active participation. Frequently, lodges began updating but gradually stopped after a few months. It was noted however that only one of the lodges interviewed retained an individual whose sole responsibility was social media; generally lodges did not feel that a dedicated person was necessary. This may result in a lack of time available on the part of the individual responsible or simply be a case of not understanding the platform or how to use it effectively. However, none of the PGRs with poor social media participation responded to interview requests and therefore it was not possible to determine the reasons for their poor participation. Among those lodges that actively participated, most succeed in retaining fans and followers through consistent posting of relevant and interesting content as well as customised responses that encouraged fans or followers’ interaction. However, there did not appear to be any evidence of using social media to learn about fans and followers in order to better customise the lodge offerings. This may not be necessary in this type of industry as PGRs sell a specific product and have a limited ability to customise offerings. In addition, there may be other sources of market information which lodges prefer to use. Special offers, competitions and promotions had limited success on social media. Generally, lodges used social media to promote links to a dedicated competition or promotions page. In conclusion, the managers interviewed felt strongly that social media had made a measureable impact on the tourism industry and was a channel that was here to stay. Further research around the best practice and most effective use will enable PGRs to develop and maintain effective strategies for social media participation.
- Full Text:
- Date Issued: 2013
- Authors: Booth, Tara
- Date: 2013
- Subjects: Social media -- Economic aspects , Online social networks -- Economic aspects , Game reserves -- South Africa -- Eastern Cape -- Marketing , Internet marketing -- Economic aspects , Social media -- Marketing , Tourism -- Marketing , Communication in management
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:843 , http://hdl.handle.net/10962/d1015692
- Description: Social media has become one of the defining features of the technological advances known as Web 2.0. As social media has increased in popularity, so businesses are expected to participate. Social media platforms enable businesses to widely broadcast a message as well as interact directly with individual customers. Customers are also able to interact directly with one another and share information and reviews about products and services offered. This suits the tourism industry particularly well. Internationally, research has shown that individuals use social media and other online tools to research potential holiday destinations. In addition social media is used during travel to share snapshots and commentary as well as after travel, through reviews and recommendations on platforms such as TripAdvisor. However, few studies have investigated how tourism destinations use social media to attract new clients and retain existing clients. Very little research has been done on tourism and social media in South Africa despite the importance of this industry to Gross Domestic Product (GDP). This study focused on four-star establishments within the photographic wildlife tourism industry in the Eastern Cape of South Africa. An initial survey of social media participation was carried out within the framework set out by Chan and Guillet (2011); this was then followed up with interviews with selected managers. Results showed that, in general, Private Game Reserves (PGRs) had embraced social media as a communication and marketing platform; despite concerns raised about the lack of control over content as well as poor understanding of the influence social media might have on the bottom line. TripAdvisor, Facebook and Twitter were the most commonly used platforms due to management familiarity with the platform and their ease of use. Few lodges utilised blogs or content sites such as YouTube and management cited time commitments associated with this type of platform as a reason for non-participation. However, although most PGRs or lodges had a profile on social media, this did not always mean active participation. Frequently, lodges began updating but gradually stopped after a few months. It was noted however that only one of the lodges interviewed retained an individual whose sole responsibility was social media; generally lodges did not feel that a dedicated person was necessary. This may result in a lack of time available on the part of the individual responsible or simply be a case of not understanding the platform or how to use it effectively. However, none of the PGRs with poor social media participation responded to interview requests and therefore it was not possible to determine the reasons for their poor participation. Among those lodges that actively participated, most succeed in retaining fans and followers through consistent posting of relevant and interesting content as well as customised responses that encouraged fans or followers’ interaction. However, there did not appear to be any evidence of using social media to learn about fans and followers in order to better customise the lodge offerings. This may not be necessary in this type of industry as PGRs sell a specific product and have a limited ability to customise offerings. In addition, there may be other sources of market information which lodges prefer to use. Special offers, competitions and promotions had limited success on social media. Generally, lodges used social media to promote links to a dedicated competition or promotions page. In conclusion, the managers interviewed felt strongly that social media had made a measureable impact on the tourism industry and was a channel that was here to stay. Further research around the best practice and most effective use will enable PGRs to develop and maintain effective strategies for social media participation.
- Full Text:
- Date Issued: 2013
A framework for the governance of social media in the workplace
- Authors: Scharneck, Justin William
- Date: 2012
- Subjects: Social media -- Law and legislation , Social media -- Economic aspects , Work environment , Online social networks
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8861 , http://hdl.handle.net/10948/d1020180
- Description: Social media is fast becoming an ever-increasingly significant part of the world of business and a phenomenon which cannot be evaded. The advent of social media in the workplace compels organisations to acclimatise to the transformation emanating from employees‟ adoption of these technologies (Hanaki & Casella, 2008). Approximately seventy percent of organisations do not have a social media governance framework in place (Fink et al., 2011). Social media governance in organisations is very disjointed; companies have varying stances as to social media strategy, the risks, benefits and business use of social media (Thompson et al., 2011). The growth of social media and its use in the business environment will see a more standardised approach to social media governance (Thompson et al., 2011). Being at the forefront of technology development in Africa, and in certain areas, globally (Government of the Republic of South Africa, 2012), places added emphasis on IT organisations in South Africa to set the standard as it relates to social media governance. The diversity and depth of the human and technology resources within these organisations, creates an environment conducive to establishing and pioneering sound social media governance structures. The treatise consists of a study on the governance of social media and the successive development of two frameworks; an integrated framework for the governance of social media in the workplace, as well as integrated framework for a social media policy within an IT organisation. These frameworks are empirically evaluated amongst employees, within the context of Information Technology (IT) organisations, in South Africa. Several recommendations are proposed by the author in relation to the adoption of the proposed frameworks.
- Full Text:
- Date Issued: 2012
- Authors: Scharneck, Justin William
- Date: 2012
- Subjects: Social media -- Law and legislation , Social media -- Economic aspects , Work environment , Online social networks
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8861 , http://hdl.handle.net/10948/d1020180
- Description: Social media is fast becoming an ever-increasingly significant part of the world of business and a phenomenon which cannot be evaded. The advent of social media in the workplace compels organisations to acclimatise to the transformation emanating from employees‟ adoption of these technologies (Hanaki & Casella, 2008). Approximately seventy percent of organisations do not have a social media governance framework in place (Fink et al., 2011). Social media governance in organisations is very disjointed; companies have varying stances as to social media strategy, the risks, benefits and business use of social media (Thompson et al., 2011). The growth of social media and its use in the business environment will see a more standardised approach to social media governance (Thompson et al., 2011). Being at the forefront of technology development in Africa, and in certain areas, globally (Government of the Republic of South Africa, 2012), places added emphasis on IT organisations in South Africa to set the standard as it relates to social media governance. The diversity and depth of the human and technology resources within these organisations, creates an environment conducive to establishing and pioneering sound social media governance structures. The treatise consists of a study on the governance of social media and the successive development of two frameworks; an integrated framework for the governance of social media in the workplace, as well as integrated framework for a social media policy within an IT organisation. These frameworks are empirically evaluated amongst employees, within the context of Information Technology (IT) organisations, in South Africa. Several recommendations are proposed by the author in relation to the adoption of the proposed frameworks.
- Full Text:
- Date Issued: 2012
A guide for using online social media and social networking activities for SMME's
- Authors: Morley, Charmaine Joan
- Date: 2012
- Subjects: Electronic commerce , Social media -- Economic aspects , Customer relations , Online social networks
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8873 , http://hdl/handle.net/10948/d1020350
- Description: Social media is playing an increasingly important role in people’s lives and is becoming a part of most organisations’ business models. Businesses cannot ignore this phenomenon due to the increasing influx of Generation Y employees in their businesses and the Generation Y consumers who are going to buy their products and services in the future. Social media is changing the way that marketing is being conducted, in a positive way. It is changing from businesses focusing on selling products or services to customers, to businesses building relationships with customers and adding value to their lives through their products and services. This phenomenon was the base for this study. The research problem was identified as follows: SMME business owners do not understand the importance and impact of social media on their businesses. Sub-problems were identified as: defining social media and networking, describing the importance of this, which strategies are currently being used in business, how it compares to traditional networking, how this is used in recruitment strategies and what are the disadvantages of social media and networking. The research problem and sub-problems were addressed in a literature study and an empirical study. The literature study included information on SMME businesses, their importance in our economy and how social media can help them. The empirical study was done using SMME’s registered with the George Business Chamber. A questionnaire was designed and distributed to the owners of the businesses by email. The answers were analysed and collated on a spreadsheet which were presented in graph and diagram format. Social media and networking are becoming an integral part of businesses especially small businesses. They specifically have an important role to play in creating economic wealth and creating employment. SMME’s are faced with a lot of challenges which make it difficult for them to become successful and sustainable. Social media can play a role in overcoming a lot of these challenges by helping SMME’s with marketing, customer engagement, relationship building, recruitment, and finding valuable information, experience and partners. Social media also has disadvantages which include: virus attacks, risk of confidential information leaking and so forth, but these can easily be managed by social media polices and rules. A bigger risk lies in the fact that if a business owner ignores the existence of social media, this can lead to conversations by consumers about this business being ignored and not responded to. Another big risk for SMME’s is the fact they are at a competitive disadvantage by ignoring this new technology. This was clear from the empirical results in this study which stated that 53 percent of the businesses surveyed, were aware their competitors are using social media. The empirical results indicated a very low use of social media activities among the SMME’s surveyed but showed potential as the SMME’s understood the importance of social media and were eager to implement strategies in their businesses. The reasons offered for not using social media included the fact that it was difficult to measure its worth in time and money, advice is needed from experts and so forth. Social media and networking are not quick or cheap methods for businesses to advertise and sell their products or services. They are tools to be used over time, in order to engage with customers and build relationships. Consumers and customers expect value for their money and if they find this from a business, they will gladly share it with others. On the other hand, if they do not find value for money it could have a negative impact on the business. SMME’s must not try to replace their current marketing strategy with social networking activities. They should integrate it slowly into their current business models and search for unique ways in which it could improve the relationship with their current customers and find new customers. It should help them to either showcase their existing value added products or services, or improve it if it is not worth selling. Small businesses now have the platform to compete.
- Full Text:
- Date Issued: 2012
- Authors: Morley, Charmaine Joan
- Date: 2012
- Subjects: Electronic commerce , Social media -- Economic aspects , Customer relations , Online social networks
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8873 , http://hdl/handle.net/10948/d1020350
- Description: Social media is playing an increasingly important role in people’s lives and is becoming a part of most organisations’ business models. Businesses cannot ignore this phenomenon due to the increasing influx of Generation Y employees in their businesses and the Generation Y consumers who are going to buy their products and services in the future. Social media is changing the way that marketing is being conducted, in a positive way. It is changing from businesses focusing on selling products or services to customers, to businesses building relationships with customers and adding value to their lives through their products and services. This phenomenon was the base for this study. The research problem was identified as follows: SMME business owners do not understand the importance and impact of social media on their businesses. Sub-problems were identified as: defining social media and networking, describing the importance of this, which strategies are currently being used in business, how it compares to traditional networking, how this is used in recruitment strategies and what are the disadvantages of social media and networking. The research problem and sub-problems were addressed in a literature study and an empirical study. The literature study included information on SMME businesses, their importance in our economy and how social media can help them. The empirical study was done using SMME’s registered with the George Business Chamber. A questionnaire was designed and distributed to the owners of the businesses by email. The answers were analysed and collated on a spreadsheet which were presented in graph and diagram format. Social media and networking are becoming an integral part of businesses especially small businesses. They specifically have an important role to play in creating economic wealth and creating employment. SMME’s are faced with a lot of challenges which make it difficult for them to become successful and sustainable. Social media can play a role in overcoming a lot of these challenges by helping SMME’s with marketing, customer engagement, relationship building, recruitment, and finding valuable information, experience and partners. Social media also has disadvantages which include: virus attacks, risk of confidential information leaking and so forth, but these can easily be managed by social media polices and rules. A bigger risk lies in the fact that if a business owner ignores the existence of social media, this can lead to conversations by consumers about this business being ignored and not responded to. Another big risk for SMME’s is the fact they are at a competitive disadvantage by ignoring this new technology. This was clear from the empirical results in this study which stated that 53 percent of the businesses surveyed, were aware their competitors are using social media. The empirical results indicated a very low use of social media activities among the SMME’s surveyed but showed potential as the SMME’s understood the importance of social media and were eager to implement strategies in their businesses. The reasons offered for not using social media included the fact that it was difficult to measure its worth in time and money, advice is needed from experts and so forth. Social media and networking are not quick or cheap methods for businesses to advertise and sell their products or services. They are tools to be used over time, in order to engage with customers and build relationships. Consumers and customers expect value for their money and if they find this from a business, they will gladly share it with others. On the other hand, if they do not find value for money it could have a negative impact on the business. SMME’s must not try to replace their current marketing strategy with social networking activities. They should integrate it slowly into their current business models and search for unique ways in which it could improve the relationship with their current customers and find new customers. It should help them to either showcase their existing value added products or services, or improve it if it is not worth selling. Small businesses now have the platform to compete.
- Full Text:
- Date Issued: 2012
Social media reviews to investigate restaurant dinning experiences
- Authors: Van Achterbergh, Leon
- Subjects: Hospitality industry -- Social aspects , Restaurants -- Social aspects , Social media -- Economic aspects , Consumers -- Research
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:9349 , http://hdl.handle.net/10948/d1021126
- Description: Restaurateurs often assume that customers' online reviews of their dining experiences are a reflection of their dining preferences. This study finds this assumption not to be true. Online written reviews do not explain diners’ preferred dining experiences. In this study post-experience reactions captured in reviews are shown to be contextually different to established dining preferences. Results show online reviews to be most important in facilitating customer dining expectations, but not influencing customers’ preferences in dining experiences. Evidence gathered during the secondary research shows that in general, social media has become the great marketing equaliser in commerce. In the dining industry, restaurants cannot solely rely on traditional media in the initial attraction and retention of dining customers. Continuous interaction between the business and customers is increasingly necessary for restaurateurs to remain competitive and in-touch with customers’ needs. This study concentrates its research area on the post-experience evaluation phase as found on review websites, like TripAdvisor. TripAdvisor has especially become a popular means to perpetuate word-of-mouth opinions of dining experiences among prospective customers. Research shows clear evidence of the importance of other's online opinions in the consumer decision-making process. The main variables of the study, namely customer experiences, restaurant dining and social media, are theoretically explored within the disciplines of service management and customer behaviour. These theories have laid a sound foundation for the subsequent research methods followed. The main purpose of the study was using social media reviews from TripAdvisor to investigate dining experiences in the restaurant industry. The outcomes desired were: firstly to advise the restaurant industry about superior customer practices, secondly emphasising the importance for industry of social media use in the dining experience, and thirdly rendering clarification on the experience perceptions of customers about factors that might lead to ‘delight’ and ‘frustration’. This research centralises the constructs of delight and frustration factors, which are typically extremely emotional dining experiences for the customer, that have the common element of surprise. Methodologically, the research required two phases: firstly, the qualitative analysis of online user-generated content by content analysis. The global sample consisted of seven international cities, which included the best, worst and average-rated TripAdvisor restaurant reviews. The content analysis produced the theoretical base for the dining perception variables used in the empirical survey. In the second phase of the study, the global surveys administered resulted in measuring the general public’s perceptions of the delight and frustration factors of dining experiences. Subsequently, the research process required various quantitative data analyses to reach substantial results with inferences. The results and interpreted findings achieved were twofold: Firstly, from the content analysis: customers regard service quality as relatively unimportant in relation to the holistic dining experience. Customers regarded food and beverage quality as crucial in the dining experience. Value for money increasingly becomes an issue as customers become more frustrated, more so than when the dining was generally experienced as pleasant. Secondly, from the empirical data: mood and aesthetics are essential, especially when diners chose between their favourite restaurants. Further results show managing the service basics for restaurants is essential; this included welcoming, professional, attentive and friendly service. Service consistency has also proven to be imperative in customers’ perceptions. Results further show that different nationalities could perceive food quality and service reliability differently. In addition, men and women could perceive food quality, mood and aesthetics, and value for money differently. This study recommends various findings to the restaurant industry: most importantly that the post-experience reviews are contextually different to customers’ dining preferences. The factor determining the reputation of a restaurant is food quality and not so much service quality. Value for money should be associated with a specific service or product feature for it to be of meaningful consequence to the restaurateur.
- Full Text:
- Authors: Van Achterbergh, Leon
- Subjects: Hospitality industry -- Social aspects , Restaurants -- Social aspects , Social media -- Economic aspects , Consumers -- Research
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:9349 , http://hdl.handle.net/10948/d1021126
- Description: Restaurateurs often assume that customers' online reviews of their dining experiences are a reflection of their dining preferences. This study finds this assumption not to be true. Online written reviews do not explain diners’ preferred dining experiences. In this study post-experience reactions captured in reviews are shown to be contextually different to established dining preferences. Results show online reviews to be most important in facilitating customer dining expectations, but not influencing customers’ preferences in dining experiences. Evidence gathered during the secondary research shows that in general, social media has become the great marketing equaliser in commerce. In the dining industry, restaurants cannot solely rely on traditional media in the initial attraction and retention of dining customers. Continuous interaction between the business and customers is increasingly necessary for restaurateurs to remain competitive and in-touch with customers’ needs. This study concentrates its research area on the post-experience evaluation phase as found on review websites, like TripAdvisor. TripAdvisor has especially become a popular means to perpetuate word-of-mouth opinions of dining experiences among prospective customers. Research shows clear evidence of the importance of other's online opinions in the consumer decision-making process. The main variables of the study, namely customer experiences, restaurant dining and social media, are theoretically explored within the disciplines of service management and customer behaviour. These theories have laid a sound foundation for the subsequent research methods followed. The main purpose of the study was using social media reviews from TripAdvisor to investigate dining experiences in the restaurant industry. The outcomes desired were: firstly to advise the restaurant industry about superior customer practices, secondly emphasising the importance for industry of social media use in the dining experience, and thirdly rendering clarification on the experience perceptions of customers about factors that might lead to ‘delight’ and ‘frustration’. This research centralises the constructs of delight and frustration factors, which are typically extremely emotional dining experiences for the customer, that have the common element of surprise. Methodologically, the research required two phases: firstly, the qualitative analysis of online user-generated content by content analysis. The global sample consisted of seven international cities, which included the best, worst and average-rated TripAdvisor restaurant reviews. The content analysis produced the theoretical base for the dining perception variables used in the empirical survey. In the second phase of the study, the global surveys administered resulted in measuring the general public’s perceptions of the delight and frustration factors of dining experiences. Subsequently, the research process required various quantitative data analyses to reach substantial results with inferences. The results and interpreted findings achieved were twofold: Firstly, from the content analysis: customers regard service quality as relatively unimportant in relation to the holistic dining experience. Customers regarded food and beverage quality as crucial in the dining experience. Value for money increasingly becomes an issue as customers become more frustrated, more so than when the dining was generally experienced as pleasant. Secondly, from the empirical data: mood and aesthetics are essential, especially when diners chose between their favourite restaurants. Further results show managing the service basics for restaurants is essential; this included welcoming, professional, attentive and friendly service. Service consistency has also proven to be imperative in customers’ perceptions. Results further show that different nationalities could perceive food quality and service reliability differently. In addition, men and women could perceive food quality, mood and aesthetics, and value for money differently. This study recommends various findings to the restaurant industry: most importantly that the post-experience reviews are contextually different to customers’ dining preferences. The factor determining the reputation of a restaurant is food quality and not so much service quality. Value for money should be associated with a specific service or product feature for it to be of meaningful consequence to the restaurateur.
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