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2023 | OriginalPaper | Chapter

Organizing for Social Media Marketing: A Case of Conglomerates in Mauritius

Author : Swaleha Peeroo

Published in: Proceedings of the 6th International Conference on Advance Computing and Intelligent Engineering

Publisher: Springer Nature Singapore

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Abstract

Conglomerates in Mauritius are leveraging social media as a marketing tool. However, studies on the implementation of social media marketing by companies are limited. This paper aims to explore the internal organization of businesses in Mauritius to use social media as a strategic marketing tool. A qualitative research design has been developed to gather data from Chief Communication Officers and Chief Marketing Officers of major conglomerates in Mauritius. Semi-structured interviews were conducted. This study shows that conglomerates either manage their social media marketing in-house or they hire an agency to manage their social media accounts. To guide behaviors of employees, all conglomerates have developed a social media policy. Social media marketing requires specific skills and competencies and has given rise to new job descriptions. This study adds to the body of knowledge of social media marketing by providing insights about the approaches conglomerates have adopted to leverage social media.

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previous chapter “Cultivating” Social Skills and Competence Through Digital Drama: A Case Study at Université des Mascareignes (Mauritius)

next chapter The Transformation in Higher Education: From Face-to-Face to Online Distance Learning and Ultimately to Blended Mode: A Case Study at the University of Mascareignes (UdM), Mauritius

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Title: Organizing for Social Media Marketing: A Case of Conglomerates in Mauritius
Author: Swaleha Peeroo
Publisher: Springer Nature Singapore
Book: Proceedings of the 6th International Conference on Advance Computing and Intelligent Engineering
Print ISBN: 978-981-19-2224-4

Electronic ISBN: 978-981-19-2225-1

Copyright Year: 2023
DOI: https://doi.org/10.1007/978-981-19-2225-1_47

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