Social media content marketing : the case of Facebook in the South African telematics industry

Abstract: Social media have become interwoven with consumers’ everyday lives, altering the traditional ways in which consumers and brands interact. Despite the proliferating development of effective digital content as central to driving brand-consumer engagement, research suggests that there are uncertainties in the perceptions of companies about the value of the content they produce on the one hand, and those of its consumers on the other. This study specifically seeks to uncover this indistinctness by analysing the content that marketing professionals in this industry provide on social media platforms and consumers’ responses to that content..