Abstract:
Consumers’ attitudes are changing toward brands, and their acceptance of traditional “push” advertising has diminished. Social media has created and connected a network of consumers who can easily collaborate with one another. This collaboration and constant conversation between customers builds trust within the network which, in turn, can create opportunities for brands but could also affect their reputation. This descriptive study seeks to understand whether South African marketers perceive social media as a threat to their brands and, if so, how they are engaging with their consumers. It also tries to identify whether they will increase collaboration and the use of social networks in the future. A web survey was sent out to advertising, media and PR agencies as well as to people working for a company that advertises its own products or services. This survey was done to determine what impact social media has on the brand or company; how marketers are embracing social media, and whether marketers feel that that they will spend more time on planning for social media in the future. It was found that marketers have embraced social media and have determined the opportunities that this channel has to offer. They have not established the threats that can be made to the reputation of the brand. Marketers have agreed that more time will be spent on social media in the future.
