Management Sciences and Quantitative Methods Commons^™

Social Media Marketing Communications Effect On Attitudes Among Millennials In South Africa, Rodney G. Duffett Mr, Myles Wakeham Dr

The African Journal of Information Systems

Online interpersonal interaction and communication has become an important aspect of social activities, especially among Millennials (young adults). However, the African continent has the lowest Internet access across the globe, but the development and rapid adoption of mobile technology has led to a major increase in the usage of Internet and new online Information and Communications Technology (ICT) channels, which are collectively referred to as social media. Social media platforms have become an integral part of everyday life and marketing communications via these digital channels has become one of the latest trends in South Africa (SA). The most commonly used …