Abstract:
The research work consists of three main parts, with four chapters that’s the introduction
and conceptual part of social media networking. The introduction part explain what social
media is about or the definition of social media and the marketing effort that is surrounded
and connected to social media networking including the benefits in which users get in using
the network, and the effort and impact that social media network has. The first chapter also
explain and described what African marketing is about and it conceptual meaning of African
marketing, how investment is evaluated in African marketing, I ended the first chapter with
how African food manufacturers uses social media networking.
The next part of the Thesis, is the empirical part and the theoretical research which gives
information and understanding of the literature review on what social media marketing is
about and its definition as well as its benefits to customers and sellers at large, and what
marketing mix is about and how buyers and sellers respond to the market and it ends with
customer behavior and customer relationship.
The empirical research dealt with the research methodology. The research questionnaires,
research problem, research strategy, and it end with the research questionnaires results as well
as conclusions. I then concluded with how the respondent of the questionnaire responded to
the research questionnaires. The last chapter conclude with the research background on what
the thesis aim and ambition of the of the researcher has in mind, the problem discussion of the
thesis work, the scope of the thesis work, the abstract which explain the strategy and how the
research was contracted and it finishes with recommendation, references and conclusion of
the writers.
My Aim and ambition of this thesis is to present a strategy on how food manufacturers
can use social media in their marketing communication. I also explain the issues of social
media marketing in which the marketer needs to target the right and potential clients and
customers, in other to get detailed information and clear answers from respondents for the
consumers. The main objective of this thesis work is to understand and have a broad idea and
knowledge about the benefit of social media networks channels to businesses and organization in Africa. To know the important of social media network to customers and
consumers as well as the benefits that they get in buying a product online. To know and
understand why companies in Africa like to use social media channels in selling their
products to consumers. In my research, I realized that social media help most businesses in
Africa to get their targeting and potential audiences through the use of online social media
channels such as e-bay, Facebook, skycanners websites, e-dreams website ( which most
people uses it to buy their flight ticket).