Social media and marketing effectiveness in selected bottling Companies in Kampala, Uganda
| dc.contributor.author | Uwineza, Ninette | |
| dc.date.accessioned | 2019-08-30T12:35:22Z | |
| dc.date.available | 2019-08-30T12:35:22Z | |
| dc.date.issued | 2019-05 | |
| dc.description | A thesis submitted to the college of economics and management in partial fulfillment of the requirement of the award of the masters degree in business administration of Kampala International University | en_US |
| dc.description.abstract | The social media platforms such as Facebook, Twitter, and YouTube have become very instrumental in enhancing the marketing capabilities of several bottling companies in Uganda. However, there is no academic documentation of whether these bottling companies such as Century Bottling Company Limited or Crown Bottling Company Limited (Pepsi) assesses marketing effectiveness of social media as their choicest tool in marketing. This study investigated whether using social media as a marketing tool promotes marketing effectiveness in terms of advertising effectiveness, promotional effectiveness and brand awareness for century bottling company limited and crown bottling company limited (Pepsi), Kampala. The following objectives guided the study: i) to determine the effect of Facebook as a social media platform on marketing effectiveness of selected bottling companies in Kampala; ii) to establish the effect of Twitter as a social media platform on marketing effectiveness of selected bottling companies in Kampala; and iii) to determine the effect of YouTube as a social media platform on marketing effectiveness of selected bottling companies in Kampala. This study used cross-sectional design. The target population was 354 employees and the sample size was computed at 188 respondents, however, 161 of the respondents participated in the study. The main research instruments included questionnaires and interview. Data was analyzed using frequency and percentage tables, mean and standard deviations, and linear regression and multiple regression analysis. The results revealed that Facebook platform has a significant effect on marketing effectiveness (R2=0.217, p=0.000). Furthermore, the results revealed that Twitter platform has a significant effect on marketing effectiveness (R2=0.630, p=0.000). Similarly, the results indicated that YouTube platform has a significant effect on marketing effectiveness (R2=0.276, p=0.000). Lastly, the study revealed that social media platforms have a significant effect on marketing effectiveness (R2=0.502, p=0.000). The study concluded: Facebook platform has a significant effect on marketing effectiveness; Twitter platform has a significant effect on marketing effectiveness; and YouTube platform has a significant effect on marketing effectiveness, The study made the following recommendations: the management of the bottling companies should make use of Facebook Analytics so as to provide more in-depth information about the consumers who like the page and how they interact with the content that the brand provides; they use the FAST strategy which is: focused, adaptive, strategic, and tuned in, if they must succeed on Twitter, and they should as well make sure they make customers feel special by offering exclusive content, special discounts, sneak previews of upcoming projects and competitions that will deepen the relationship between the brand and consumers. The new knowledge added in this study is that the use of social media platforms specifically Facebook, Twitter and YouTube among bottling companies is an effective marketing tool that is cheap and yet its performance is undisputed compared to the main stream media. | en_US |
| dc.identifier.uri | http://hdl.handle.net/20.500.12306/2008 | |
| dc.language.iso | en | en_US |
| dc.publisher | Kampala International University | en_US |
| dc.subject | Social media | en_US |
| dc.subject | Marketing effectiveness | en_US |
| dc.subject | Bottling Companies | en_US |
| dc.title | Social media and marketing effectiveness in selected bottling Companies in Kampala, Uganda | en_US |
| dc.type | Thesis | en_US |