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Research Publications (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/217

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2014 - 20152

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    The impact of social media within the sporting industry
    (Business Perspectives, 2015) Hussain, Sameera Banu
    Public Relations within the sporting industry should play a vital role towards an organization’s key publics, the relationships developed and the overall organizational image that the sport organization portrays. Ultimately public relations are responsible for creating and maintaining a mutually favorable relationship amongst an organization and its key publics. Based on this premise, it can therefore be said that public relations within the sporting industry serve as a management function which involves the managing of communication, reputation and relationships that determine the success or failure of that sport organization. The role of public relations within sporting organizations have acquired considerable significance in the new media era. Hence, making the job of a public relations professional equally easy and difficult in terms of understanding social media, how publics use it and how to connect with their key publics. Therefore this study set out to assess the impact of social media communication tools within the sporting industry. A quantitative descriptive methodology was employed for this study. The results of the study indicated that although social media are used as a communication tool, other social media platforms should be included in the sport organizations communication strategy.
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    The role of integrated marketing communications in enhancement of SMEs growth in South Africa
    (IFRD, 2014-04) Lekhanya, Lawrence Mpele
    The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.