HOW SOCIAL MEDIA TOOLS INFLUENCE BRAND IMAGE AND BUYING BEHAVIOUR IN THE SOUTH AFRICAN FOOD RETAIL INDUSTRY

Abstract

Given the importance of a business being able to create a positive brand image and positively influence customer buying behaviour, there is a lack of research on the role that social media tools can play in this regard. Research studies have focussed on determining the advantages of using social media tools, however, the impact of social media tools specifically on businesses? brand image and customer buying behaviour has not been investigated. In addition, this has not been researched in the context of food retailers. The South African food retail industry is an important contributor to this developing country?s economy. However, Gross Domestic Product growth and sales growth in the South African food retail industry are stagnating. Therefore, the primary objective of this study is to investigate the influence of social media tools on brand image and customer buying behaviour in the food retail industry. A questionnaire was used in an empirical investigation to gather the responses of 180 customers in Nelson Mandela Bay, South Africa. The questionnaires were subjected to various statistical analyses and significant relationships were found among the independent (Official websites, Facebook and Twitter), intervening (Brand image) and dependent (Customer buying behaviour) variables. This study?s recommendations could assist South African food retailers to use social media tools in ways to ensure a positive brand image, and to positively influence customers? buying behaviour. This may lead to more successful food retailers and ultimately contribute positively to the South African economy.