全部 标题 作者
关键词 摘要

OALib Journal期刊
ISSN: 2333-9721
费用:99美元

查看量下载量

Research on the Social Media Marketing Strategy Improvement of Unitel in Angola in the Digital Marketing Era

DOI: 10.4236/oalib.1113602, PP. 1-20

Subject Areas: Marketing, Marketing Theory and Applications

Keywords: Social Media, Digital Marketing, Angola, Unitel, Customer Engagement

Full-Text   Cite this paper   Add to My Lib

Abstract

Based on the growing dynamics of digital marketing, this research examines the social media marketing strategies of Unitel, the number one telecommunications provider in Angola. The objective of the study is to determine areas of improvement in the online presence and the customer interaction of Unitel. Using a mixed-methods approach, a structured questionnaire was delivered to 150 Unitel customers aged 18 - 45 in urban Angola to collect both quantitative and qualitative data regarding customer satisfaction, brand awareness, and customer engagement with the social media platforms (Facebook, Instagram, TikTok, and Twitter) of Unitel. Data analysis covered both descriptive and inferential statistics, such as chi-square tests to establish relationships among variables. The findings show that though Unitel has a strong social media presence, its marketing strategy is fragmented, and there is a lack of personalization and inconsistent customer support. More precisely, customers were dissatisfied with the price transparency, product personalization, and relevance of promotional content. The study defines strategic issues at the 4Ps of marketing (Price, Product, Place, and Promotion) and provides actionable recommendations on improving Unitel’s social media marketing strategy using targeted pricing, personalized product offerings, more effective geo-targeting, and the production of engaging content.

Cite this paper

Nolato, Z. I. C. and Zhang, L. (2025). Research on the Social Media Marketing Strategy Improvement of Unitel in Angola in the Digital Marketing Era. Open Access Library Journal, 12, e3602. doi: http://dx.doi.org/10.4236/oalib.1113602.

References

[1]  Punjabi, M.P., Aruna, V., Prasadh, R.R., et al. (2024) Navigating the New Wave; Unveiling the Transformation Effects of Social Media on Digital Marketing in the Emerging Era. Journal of Informatics Education and Research, 4, 35-41. https://doi.org/10.52783/jier.v4i1.516
[2]  Makaya, W.F., Nwachukwu, C. and Hieu, V.M. (2021) Strategies and Tech-niques for the Internationalization of Non-Dominant Firms: A Qualitative Study. International Journal of Innovative Re-search and Scientific Studies, 4, 291-298. https://doi.org/10.53894/ijirss.v4i4.299
[3]  Slimani, K., Khoulji, S., Mortreau, A. and Kerkeb, M.L. (2023) From Tradition to Innovation: The Telecommunications Metamorphosis with AI and Advanced Technologies. Journal of Autonomous Intelligence, 7, 1-11. https://doi.org/10.32629/jai.v7i1.1099
[4]  O’Regan, T. (2021) Re-Reading personal Influence in an Age of Social Media. Continuum, 35, 437-454. https://doi.org/10.1080/10304312.2021.1902156
[5]  Andrew Dana, O. (2022) How Social Media Changes Today’s Marketing Strategies. International Journal of Innovative Research and Growth, 5, 725-736.
[6]  Murshed, N.A. (2020) How Social Media Changes Today’s Marketing Strategies. International Journal of Innovative Science and Research Technol-ogy, 5, 725-736. https://doi.org/10.38124/ijisrt20sep218
[7]  Umboh, I.A. and Aryanto, V.D.W. (2023) Digital Market-ing Development Model through Digital Literacy Mediation to Improve SME’s Performance. Media Ekonomi dan Manajemen, 38, 94-108. https://doi.org/10.56444/mem.v38i1.3315
[8]  Susano, A. (2024) The Role of Digital Literacy in Optimizing Social Media for MSMEs in the Digital Economy Era. Jurnal Kabar Masyarakat, 2, 167-175. https://doi.org/10.54066/jkb.v2i3.2302
[9]  Meena, M.E. and Geng, J. (2022) Dynamic Competition in Telecommunica-tions: A Systematic Literature Review. Sage Open, 12, 1-10. https://doi.org/10.1177/21582440221094609
[10]  Fer-nandes, C.P. (2021) International Expansion Plan of Progest Angola. ISCTE-Instituto Universitario de Lisboa (Portu-gal).
[11]  Orre, A. and Rønning, H. (2022) Media from the Atlantic to the Indian Ocean, Communication Systems in Portu-guese-Speaking Africa. In: Media Ownership in Africa in the Digital Age, Routledge, 69-96. https://doi.org/10.4324/9781003111924-6
[12]  Ngure, E.W. (2024) Strategies Employed by Airtel Networks Kenya for Customer Retention. University of Nairobi.
[13]  Arisar, M.M.K., Lian, J.N. and Jokhio, S.H. (2024) Business Approaches Pathways towards Strategic Market Capture in Telecommunication Industry. Access Journal—Access to Science, Business, Innovation in the Digital Economy, 5, 222-247. https://doi.org/10.46656/access.2024.5.2(3)
[14]  Tamirat, S. and Zewd-ie, S. (2024) Digital Marketing in Developing and Emerging Economies: A Systematic Review of Introductory Phase Fea-tures. International Journal of Marketing, Communication and New Media, 11, 48-67.
[15]  Pricopoaia, O. and Susanu, I. (2022) The Impact of Using Social Media Platforms in Business Promotion. Proceedings of the International Management Conference, Bucharest, 3-4 November 2022, 3-4.
[16]  Kalinová, E. and Kovaříková, H. (2023) Using Social Networks in Business. SHS Web of Conferences, 160, Article 01013. https://doi.org/10.1051/shsconf/202316001013
[17]  Sulaiman, A.A.M. (2022) The Impact of Digital Marketing and Customer Relationship Management in Achieving Customer’s Loyalty (An Analytical Study of Unilever Makassar). Universitas Hasanuddin.
[18]  Santos, é. and Halkias, D. (2021) Diffusion of Innovations and Labor Market Challenges: A Multiple Case Study from Angola. Journal of Enterprising Communities: People and Places in the Global Economy, 15, 204-227.
[19]  Cangondo, G., Pombo, N., Souza-Pereira, L., Ouhbi, S. and Silva, B. (2022) Computer Science Education in Angola: The Key Challenges. 2022 IEEE Global Engineering Education Conference (EDUCON), Tunis, 28-31 March 2022, 139-147. https://doi.org/10.1109/educon52537.2022.9766392
[20]  Prakosos, R.D.Y., Ukar, K. and Astutik, W.S. (2024) Strategic Significance: Unveiling the Dominant Role of Social Media as a Primary Marketing Tool in Digital Business Strategies. Journal of Contemporary Administration and Management, 2, 363-370. https://doi.org/10.61100/adman.v2i1.137
[21]  Ebrahim, R.S. (2019) The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty. Journal of Relationship Marketing, 19, 287-308. https://doi.org/10.1080/15332667.2019.1705742
[22]  Hammer, P. (2024) A Contemporary Cross-Sectional Insight into the Usage and Relevance of Facebook, Instagram, YouTube, and TikTok as Platforms for Marketing Consumption among Generations X, Y, and Z within the Socio-Cultural Sphere of Graz. FH CAMPUS 02 (CAMPUS 02 Fachhochschule der Wirtschaft).
[23]  Chathuranga, B.T.K., Jayarathne, P. and Jayawickrama, W.D.C. (2020) Book Review: Marketing 3.0: From Products to Customers to the Human Spirit by Philip Kotler, Herman Kartajaya and Iwan Setiawan.
[24]  Elf, P., Werner, A. and Black, S. (2022) Advancing the Circular Economy through Dynamic Capabilities and Extended Customer Engagement: Insights from Small Sustainable Fashion Enterprises in the UK. Business Strategy and the Environment, 31, 2682-2699. https://doi.org/10.1002/bse.2999
[25]  Jeswani, D.R. (2023) The Role and Importance of Social Media Marketing in Brand Building. Irish Interdisciplinary Journal of Science & Research, 7, 1-9. https://doi.org/10.46759/iijsr.2023.7401
[26]  Chyrak, I., Koziuk, V., Siskos, E. and Darvidou, K. (2024) Comprehensive Framework for Social Media Marketing (SMM) Strategy for Effective Business Activity. Socio-Economic Relations in the Digi-tal Society, 4, 39-58. https://doi.org/10.55643/ser.4.54.2024.584
[27]  Asomugha, G. and Eze, C. (2024) The Impact of Leadership Strategies on Crisis Management: Assessing the Implications for Digital Marketing in the Telecommunication Industry of Norway Post-Pandemic. UIS.
[28]  Darvidou, K. (2024) Omnichannel Marketing in the Digital Age: Creating Consistent, Personalized and Connected Customer Experiences. Technium Business and Management, 10, 34-54. https://doi.org/10.47577/business.v10i.11903
[29]  Oumaima, J. and Lamari, S. (2024) Customer Experience in the Digi-tal Transformation Era: Insights on Personalization, Digital Marketing, and Customer Relationship Management. Interna-tional Journal of Economics, Management and Finance, 3, 52-69.
[30]  Rahman, J., Raihan, A., Tanchangya, T. and Ridwan, M. (2024) Optimizing the Digital Marketing Landscape: A Comprehensive Exploration of Artificial Intelligence (AI) Tech-nologies, Applications, Advantages, and Challenges. Frontiers of Finance, 2, 6549. https://doi.org/10.59429/ff.v2i2.6549
[31]  Joel, O.S., Oyewole, A.T., Odunaiya, O.G. and Soyombo, O.T. (2024) The Im-pact of Digital Transformation on Business Development Strategies: Trends, Challenges, and Opportunities Analyzed. World Journal of Advanced Research and Reviews, 21, 617-624. https://doi.org/10.30574/wjarr.2024.21.3.0706
[32]  Gyamfi, R.A. (2023) Adoption of Social Media by Small-Scale Businesses—A Case Study of Obuasi Central Market. University of Ed-ucation Winneba.
[33]  Abdou, A., Mahdid, F.Z. and Khodri, R. (2024) The Growing Importance of Influencer Marketing as a New Tool for Promotion on Social Media. International Journal of Professional Business Review, 9, e5147. https://doi.org/10.26668/businessreview/2024.v9i11.5147
[34]  Freberg, K., Smith, B.G. and Silva, L. (2022) How In-fluencers Influence: Conceptualizing the Influencer Map for Marketing. In: The SAGE Handbook of Social Media Marketing, Sage Publications Ltd, 233-244. https://doi.org/10.4135/9781529782493.n14
[35]  Aliedani, O., Yasory, T.H. and Ansa-ri, M. (2024) Identification of Effective Activities and Strategies for the Development of Electronic Marketing in Social Media to Improve the Brand Value of Telecommunications Companies. Migration Letters, 21, 739-761.
[36]  Enke, N. and Borch-ers, N.S. (2021) Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. In: Social Media Influencers in Strategic Communication, Routledge, 7-23. https://doi.org/10.4324/9781003181286-2
[37]  Potter, K., Olaoye, F. and Doris, L. (2024) Analyzing the Effectiveness of Personalized Marketing Strategies in Improving Customer Engagement and Loyalty.
[38]  Maclaran, P., Parsons, E., Chat-zidakis, A. and Ashman, R. (2023) Contemporary Issues in Marketing and Consumer Behaviour. 3rd Edition, Routledge. https://doi.org/10.4324/9781003201151
[39]  Parrilli, D.M. (2025) Informational Privacy for Service Design: An Ethical Framework for Designing Privacy-Oriented Services. Springer.
[40]  Florido-Benítez, L. (2024) Digital Channels Improve Promotion and Communication Campaigns. In: Airport Marketing Strategies, Emerald Publishing Limited, 109-154. https://doi.org/10.1108/978-1-83608-082-420241007
[41]  Salawu, A. and Oyesomi, K. (2024) Introduction. In: Mar-keting Communication in African Languages, Routledge, 1-7. https://doi.org/10.4324/9781003517382-1
[42]  Radonji, D. and Reuben, J.M. (2019) Influence of Human Resource Development and ICT Policy on Organizational Performance of Telecommunications Service Providers in Kenya: A Case Study of Unitel Services Limited.
[43]  Radonji, D.O. (2018) Influ-ence of Information Communication Technology on Organizational Performance of Telecommunication Service Providers in Kenya: A Case Study of Unitel Services Limited. MUA.
[44]  Baburajan, V., de Abreu e Silva, J. and Pereira, F.C. (2022) Open vs Closed-Ended Questions in Attitudinal Surveys—Comparing, Combining, and Interpreting Using Natural Language Processing. Transportation Research Part C: Emerging Technologies, 137, Article 103589. https://doi.org/10.1016/j.trc.2022.103589
[45]  Bujang, M.A., Omar, E.D., Foo, D.H.P. and Hon, Y.K. (2024) Sample Size Determination for Conducting a Pilot Study to Assess Reliability of a Questionnaire. Restorative Dentistry & Endodontics, 49, e3. https://doi.org/10.5395/rde.2024.49.e3

Full-Text


Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133