Social Media Classifications for Impactful Marketing in Khomas Region, Namibia

Abstract

Simon E. Akpo and Bernadus F Maseke

Marketers need to align their advertising content, consumer profiles, and social media applications for effective advertising, as social media usage and applications are increasing. However, the number and variety of social media applications increased proportionately, providing consumers and marketers with an infinite number of possibilities and causing complexity in the selection process. In order to categorise social media into three groups that marketers can utilise to better effectively target customers during social media marketing efforts, this study used factor analysis. Furthermore, the study recommended new, useful marketing strategies for social media marketers. The research philosophy used in this study was positivist. Specifically, this study used an empirical research methodological technique. The degree of internal consistency between the various assessments was assessed using the Cronbach alpha coefficient to test the reliability of the scales in the research instrument. A pilot study of the research instrument was conducted on a limited sample in order to further guarantee its dependability. To reach a sample of 230 customers, systematic random sampling was used. Data was gathered via a self-administered questionnaire. Regression analysis was performed using Structural Equation Modelling (SEM) to validate the study model. The results showed that there are three different kinds of social media: formal, casual, and entertaining. Both informal and entertainment social media have an impact on formal social media, which is the primary social media platform. Other unofficial social media sites include Facebook, Instagram, Twitter, WhatsApp, and more. Snapchat and YouTube are social media sites for entertainment. Both product and age-related social media marketing may be the subject of future studies. Future research can ascertain the links between product and social media type as well as the associations between age and social media type usage.

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