The challenges in employing digital marketing as a tool for improving sales at selected retail stores in the transkei region

During the last decade, the internet has introduced the information age and electronic commerce (e-Commerce) to millions of individuals worldwide, even those living in rural places, thus providing companies with an alternative platform for customer contact than brick-and-mortar stores. Therefore, bu...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:Eureka, Social and Humanities (Online) H. 3; S. 3 - 12
Hauptverfasser: Guzana, Mpumzi, Msosa, Steven Kayambazinthu
Format: Journal Article
Sprache:Englisch
Veröffentlicht: Tallinn Scientific Route OÜ 31.05.2022
Schlagworte:
Challenges
Companies
Consumers
COVID-19
Customers
Developing countries
Digital marketing
Electronic commerce
Internet
LDCs
Legislation
Marketing
Pandemics
Personal information
Privacy
Quality of service
Regions
Research design
Retail stores
Rural areas
Rural communities
Rural poverty
Sales
Sampling
Trade
Transkei
ISSN:2504-5563, 2504-5571
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
Beschreibung
Zusammenfassung:During the last decade, the internet has introduced the information age and electronic commerce (e-Commerce) to millions of individuals worldwide, even those living in rural places, thus providing companies with an alternative platform for customer contact than brick-and-mortar stores. Therefore, businesses must alter their conventional marketing techniques and develop new approaches to engage consumers on the platforms where they want to connect and make purchases. This study assessed the perceived challenges in using Digital Marketing to boost sales at retail stores in the Transkei region. A qualitative and exploratory research design was used to collect data from store managers through face-to-face interviews. A non-probability sampling technique, known as purposive sampling, was employed to identify 14 store managers based on their knowledge of the subject matter. The findings of this study show that several factors, such as government legislation [the Protection of Personal Information (POPI) Act of 2016], which states that customers cannot be contacted without their express consent; customers' perceptions; poor connectivity in rural areas; costs and angry customer responses are some of the retailers'challenges in employing Digital Marketing. This research could assist the management of retail stores to comprehend the company's challenges and facilitate the implementation of Digital Marketing initiatives to improve service quality, especially during this period of the Covid-19 pandemic. This study has contributed to the Digital Marketing literature in developing countries and laid the groundwork for future research.
Bibliographie:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
content type line 14
ISSN:2504-5563
2504-5571
DOI:10.21303/2504-5571.2022.002389