Abstract: This study focused on examining and understanding the factors that influence the adoption of social media marketing among Namibia Stock Exchanged Listed Companies. The paper undertook an exploratory research design and a qualitative research approach to collect data from a target population of 38 companies of Namibia Stock Exchanged Listed Companies through interviews via zoom meetings, telephonic conversation and emails. It was discovered that companies understand what is social media marketing and its potential with regards to brand image, customer awareness and ease of customer and prospect reach. As per participants interviews, factors such as brand awareness, customer care, customer´s feedback, competitive advantage, financial return in the form of growth in sales, where some of the benefits that social media marketing has brought to their business so that for some companies a social media marketing manager is being taken into consideration as a permanent position. On the other hand, irrespective of what some companies might know about social media marketing, its usage is not part of their marketing strategic objectives. The fear to go through the hurdles of employing new technologies, organisational influences (top management), the competitive environment in which companies operate have a strong influence on the adoption of social media marketing.
Keywords: Social Media Marketing, Customer to Customer, Social Networking Sites, Business to Business, Electronic Word of Mouth, Namibia Asset Management Limited, Alpha Namibia Industries Renewable Energy Power Limited, Paratus Namibia Holdings Limited.
Title: EXPLORING THE ADOPTION OF SOCIAL MEDIA MARKETING AMONG NAMIBIA STOCK EXCHANGE LISTED COMPANIES
Author: Ms. Viola Karungu Unengu, Mr. Elisdanio Marcelino Colombo, Dr. Bernardus Franco Maseke
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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