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.
Paper presented at the 35th Annual Southern African Transport Conference 4-7 July 2016 "Transport ? a catalyst for socio-economic
growth and development opportunities to improve quality of life", CSIR International Convention Centre, Pretoria, South Africa.