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The Effectiveness of Advertising Through the Social Media in Gauteng


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The effectiveness of advertising through the social media in Gauteng


Thirushen Naidoo

Dissertation submitted in partial fulfilment of the requirements for the degree Master of Business Administration at the
Potchefstroom Campus of the
North-West University

Supervisor: Prof. C.A. Bischoff
November 2011



Lord Ganesha, thank you for removing all obstacles in my path to complete this dissertation. I would like to take this opportunity to express my heart-felt gratitude towards a number of very special people whose contribution, support and understanding were essential for the completion of this study. I would like to thank my father Geghia, mother Lavina and two brothers Shalendra and Rishendra for the tremendous support through these past three years .To Orisha, a very special thank you for the belief and encouragement you provided me with during this period of studies. Having people like you in my life has made all of this possible. My heart goes out to each and every one of you.

To Prof. Christo Bisschoff, thank you for the guidance, wisdom and encouragement throughout the study. You have made this a truly enjoyable experience.
“Om Namah Shivaya “


In this day and age, with the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative business strategies. Social media marketing has become a norm for most companies. The process of marketing is used through social media sites like Twitter, Facebook and YouTube. By utilising the social aspect of the web, social media marketing is able to connect and interact on a much more personalised and dynamic level than through traditional marketing.

The target audience is a

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