A Qualitative Assessment of Social Media Advertising Platform Usage among South African Beauty Industry SMMEs: Perceived Benefits and Challenges
Atuweni Jawadu
Business Management, Nelson Mandela University, Gqeberha (Port Elizabeth), South Africa.
Ayanda Pamella Deliwe *
Applied Management, Administration and Ethical Leadership Department, University of Fort Hare, East London, South Africa.
Sinaye Akhumzi Mtimba
Business Management, Nelson Mandela University, Gqeberha (Port Elizabeth), South Africa.
*Author to whom correspondence should be addressed.
Abstract
Numerous SMMEs struggle to adapt in the ever-changing environment owing to resource limitations, resistance to change, and a lack of agility. Rigid structures, inadequate skills and a lack of knowledge further hinder adaptation. To succeed, SMMEs must invest in technology, personnel, and processes to respond promptly to changes. This study assesses the use of social media advertising platforms within the context of small and medium-sized enterprises (SMMEs) and their marketing strategies. The study employed qualitative methods, including interviews, to collect in-depth data and assess the use of social media advertising platforms. Two key themes emerged: social media platforms and consumer interests and attention. Participants highlighted the diverse ways in which social media is leveraged to engage consumers, with platforms like TikTok and Instagram proving particularly effective in connecting with younger individuals, such as Generation Z and Millennials, who increasingly influence purchasing decisions. Social media marketing (SMM) improves brand awareness and customer engagement, with TikTok’s focus on authenticity and WhatsApp’s facilitation of direct communication being particularly impactful. The research underscores the importance of leveraging trending elements to capture attention and engaging content to sustain interest. The study recommends that SMMEs adopt a strategic approach to social media marketing by creating authentic, engaging content, particularly on platforms like TikTok, Instagram, and underutilised ones like Twitter, Snapchat, Pinterest, and LinkedIn. Furthermore, integrating the AIDA model, capturing attention, generating interest, fostering desire, and prompting action can enhance engagement and drive sales. By incorporating these strategies, businesses can optimise their digital presence, increase visibility, and build stronger consumer relationships, ultimately adapting to the dynamic digital marketing landscape.
Keywords: Social media, advertising, small and medium-sized enterprises (SMMEs)