Social media within global logistics providers : perceptions from the generation X cohort

Abstract

The rise of social media has significantly impacted organisations by providing the opportunity to market goods/services more cost effectively to a wider audience. It however appears that social media is not integrated into organisational strategy. Furthermore, employees from the Generation X cohort might show resistance to adopting social media as a marketing tool. This study investigates social media use in two global logistics providers, specifically seen from the perspective of Generation X employees. An exploratory research design was followed by means of conducting a multiple-case study in the logistics sector. Data were collected by means of self-administered questionnaires. The adapted instrument, utilising a Likert-scale, measured perceptions of social media usage in terms of ease of use, usefulness, intention to use, actual use and integration with corporate strategy. Results indicate Generation X employees perceive social media as a useful marketing tool, perceive social media as easy to use and indicated high intent to use social media. A lack of real social media strategies and lack of integration into corporate strategy was indicated. This paper also provides recommendations to enhance the benefits and effectiveness of social media usage.