Social Media Marketing: the Case of Zayride Services
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Date
2019-06
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Addis Ababa University
Abstract
The study aims at examining social media marketing with particular reference to Zayride Service PLC. The study aimed specifically at assessing the perceived benefits of social media marketing in Zayride Services. Both quantitative and qualitative research methods were adopted for the study. Questionnaire, interview and document analysis were used as methods for gathering data.
A questionnaire was administered to 338 selected staff members and customers through a random sampling technique, whereas interview was held with eight marketing managers, software developers, and social media marketers working in the organizations who were selected through simple random sampling. Furthermore, document analysis of the company‟s Facebook and twitter page were made. Mixed method that incorporated both qualitative and quantitative data analysis method was employed to analyze the quantitative and qualitative data. The finding shows that social media marketing helped the organization in advertising their service to customers. Mostly, customers are interested in Facebook in getting the services of the organization. The main challenge in social media marketing of the organization was unable to fit the interest of the customers. Also, unavailability of images and videos in advertising services of the organization is the other challenge. On the basis of the finding the researcher suggested that the company should be open to the customers on social media and also there should be a direct communication with customers on social media. Moreover, vivid photos and videos that attract the attention of the customers in the context of the organization service should be used by the company in advertising their services.
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