文章基本信息

标题：THE EFFECTIVENESS OF SOCIAL MEDIA IN ENHANCING THE MARKET PRESENCE OF ABSA BANK IN SOUTH AFRICA
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作者：Priya Maharaj ; Richard Cowden ; Anis Mahomed Karodia (PhD) 等
期刊名称：Arabian Journal of Business and Management Review
电子版ISSN：2223-5833
出版年度：2015
卷号：4
期号：11
页码：7
出版社：Sohar University, Oman and American University of Kuwait
摘要：The research study was aimed at measuring the effectiveness of social media in enhancing themarket presence of Absa Bank in South Africa. The study was conducted with Absa’sMarketing and Communications teams. The objective of the study was to understand Absa’scurrent social media platforms, how customers are engaged, content use on these socialmedia platforms and how it has contributed to Absa’s business and marketing planning.