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Theoretical Guidelines for Social Media Marketing Communication

Charmaine du Plessis
University of South Africa
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Theoretical Guidelines for Social Media Marketing Communication. (2022). Communicare: Journal for Communication Studies in Africa, 29(1), 1-20. https://doi.org/10.36615/jcsa.v29i1.1668
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  • Submited: October 16, 2022
  • Published: October 17, 2022

Abstract

Social media (user-generated content) create many innovative opportunities for those organisations
that realise that electronic word of mouth (eWOM) can be powerful in an online environment. eWOM
is now considered to provide an organisation’s online marketing communication with a competitive
edge since consumers know and trust their friends’ recommendations regarding products and
services. Social media provide organisations with an opportunity to create consumer experiences
for consumers by making available social media tools. Organisations are interested in brand
online communities because of their ability also to build brand equity and product differentiation
in the long term. Although organisations realise the huge potential of social media for eWOM and
establishing an organisation’s brand, there are no clear theoretical guidelines for social media
marketing communication. This article proposes theoretical guidelines in terms of which social
media marketing communication can be considered. These guidelines are evaluated by means of
a case study of a recent social media marketing communication campaign in South Africa.

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How to Cite
Theoretical Guidelines for Social Media Marketing Communication. (2022). Communicare: Journal for Communication Studies in Africa, 29(1), 1-20. https://doi.org/10.36615/jcsa.v29i1.1668

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