The Impact of Using Social Media for Advertising Appliances on Consumer Behaviour

Jean Pierre Francois Robertson; Omotayo Abatan

Jean Pierre Francois Robertson Mancosa Graduate School of Business, 16 Samora Machel St, Durban
Omotayo Abatan Mancosa Graduate School of Business, 16 Samora Machel St, Durban

Keywords: Small appliance industry, online engagement behaviour, consumer behaviour

Abstract

The small appliance industry in South Africa offers consumers a wide range of appliances, models and brands. Understanding the consumer and shopper trends is still in its infancy stage within this segment of the market. This study focuses on investigating the use of effective online engagement and the ability to understand how online interaction changes consumers’ behaviour among an appliance brand’s customers which constitute the sample of the study. How the group can understand the full route to market and best make use of segments for engagement was also investigated. A survey was conducted where questionnaire was administrated via the group’s page on Facebook and consisted of opinion-based questions on the perception of Facebook as a medium to influence consumer behaviour. The results of the survey revealed that potential consumers who use Facebook do engage with appliance brands and manufactures, and they admit that engaging with them on Facebook influences their behaviour around appliances.

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