The Impact of Social Media-Based Marketing on the Turnover of Retailers Based in Polokwane, South Africa

Abstract

The purpose of this study is to establish the impact of social network-based marketing on the turnover of retailers in the Polokwane area of Limpopo Province South Africa. Primarily the study tests three hypothesis related to digital marketing. The study adopted the quantitative research design, utilising self-complete, likert scale questionnaires to generate the relevant quantitative data. The data from the questionnaires was analysed using frequency diagrams and hypothesis tested by determining averages and standard deviations. Critically, the study found that social media networks as a form of digital marketing had a positive impact on the turnover of retailers in Polokwane. Further-more, it was found that the majority of the retailers who participated in the study utilised social networks in one form or another as a digital marketing tool and viewed it as a viable marketing approach. Ultimately, this paper recommends that retailers who have not integrated social media as part of their integrated marketing communications strategy do so in order to strengthen their online brand presence given the positive impact of digital marketing tools on turnover. More-so as a result of this study, the paper recommends that retailers in Polokwane continue to utilise social networks in their marketing efforts.

DOI: 10.5901/mjss.2014.v5n9p307