The Role of Social Media in the Marketing Communication Mix: Practices of Restaurants in Addis Ababa
No Thumbnail Available
Date
2016-05
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
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
Description
Keywords
Social Media Marketing, Social Media, Marketing Communication Mix