The usage of social media as a marketing tool in two Southern African countries

Rosemary Matikiti, Martinette Kruger and Melville Saayman

Development Southern Africa, 2016, vol. 33, issue 5, 740-755

Abstract: This research provides empirical evidence for the usage of social media in the marketing of accommodation establishments in two Southern African countries. The usage of social networks in the accommodation sector of these two countries has received little attention in hospitality research. The study finds that social media is used very differently by marketers in the two countries. Marketers of accommodation establishments need to be aware of such differences and not assume that all countries use these media in the same way. The study provides evidence on how social media is utilised by accommodation establishments from a developing country perspective. Its findings are useful not only to marketers but also to researchers in the field of social media marketing, especially in the Southern African region.

Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/0376835X.2016.1204228 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:deveza:v:33:y:2016:i:5:p:740-755

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/CDSA20

DOI: 10.1080/0376835X.2016.1204228

Access Statistics for this article

Development Southern Africa is currently edited by Marie Kirsten

More articles in Development Southern Africa from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().