Browsing by Author "Simeneh, Alemayehu"

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    The Role of Social Media in the Marketing Communication Mix: Practices of Restaurants in Addis Ababa
    (Addis Ababa University, 2016-05) Simeneh, Alemayehu; Negi, Rakshit (PhD)
    Different approaches and experimentation of Social Media and traditional marketing communication has been observed in Social Media Practices of some restaurants in Addis Ababa. This study thus, intends to identify the position of Social Media in the Marketing Communication Mix, the challenges and opportunities presented by Social Media and how Social Media can be effectively implemented in organizations. A description mixed research method is used. This is done through using a survey study of the Restaurants in Addis Ababa. From study, the researcher uses 30 managers from 30 restaurants, which were selected using purposive sampling. Data collection instruments used in the study is questionnaires and Observation. Findings indicate that Social Media is neither an additional element in the Marketing Communication Mix nor it has replaced the traditional mix elements but it should be integrated in the Marketing Communication Mix with each of the elements