The use of social media marketing in telecommunication business: an exploratory study of Econet Wireless Zimbabwe Limited

• Main Author: Makwara, Patience Tsitsi
• Other Authors: Wessels, C.
• Format: Others
• Language: en
• Published: 2021
• Subjects: Digital marketing; Social media; Social media channels; Social media marketing; Telecommunications industry; Research process; Econet Wireless Zimbabwe Limited; Qualitative research; Judgement sampling; In-depth interviews; Exploratory research; Facebook; Blogs; Twitter; Instagram; 659.144096891; Internet marketing > Zimbabwe; Social media > Zimbabwe > Marketing; Social media > Zimbabwe > Zimbabwe; Online social networks > Zimbabwe > Economic aspects
• Online Access: http://hdl.handle.net/10500/27111

The study focused on the use of social media marketing in the telecommunication business in Zimbabwe, as it has received limited attention in the literature available to date. The study aimed to explore the use of social media marketing in a telecommunications business- Econet Wireless Zimbabwe Limited. The study took on an exploratory research design which was qualitative in nature. A case study approach was applied with Econet Wireless Zimbabwe Limited as focus of being studied. Econet Wireless Zimbabwe Limited was chosen because it is the market leader in the telecommunications industry which has adopted the use of social media marketing in its business. Data collection was done through in-depth interviews with judgement sampling being used to choose the participants for the interviews. The data collected was analysed using thematic analysis. It was found that Econet Wireless Limited is using social media marketing to communicate with its customers, for their brand to be visible. They also use it because it is an inexpensive way to promote their business with a possibility to reach a large number of people in a short space of time. === Business Management === M. Com. (Business Management)