Master of Arts in Strategic Communication - Kampala Campus

Permanent URI for this collectionhttps://hdl.handle.net/20.500.11951/1195

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Browsing Master of Arts in Strategic Communication - Kampala Campus by Author "Lorna Mwebaza"

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    Social Media and Brand Promotion: Contributions, Capabilities, and Challenges: A Case of Top Delivery Companies in Uganda.
    (Uganda Christian University, 2025-05-12) Lorna Mwebaza
    The purpose of the study was to examine the contribution of social media on brand promotion among top delivery companies in Uganda. Additionally, the study explored the relationship between social media and brand promotion—its contributions, capabilities, and challenges— using a case study of Jumia Uganda, Glovo Uganda, and Kikuubo Online. A qualitative approach based on hermeneutic tradition was adopted, using semi-structured interviews with purposively selected key informants. Key informants were selected based on the following criteria: Inclusion ( professionals directly involved in social media management and brand promotion but excluding staff not involved in branding or marketing). The Honeycomb theory of communication was used to explain how social media is used to promote brands using the seven building blocks. A thematic data analysis technique was used to find important themes that emerged from the coded data. These themes were then analyzed to draw findings. Through the interviews with the selected key informants and with insight from the reviewed literature guided by the theory, the study was then able to present its findings on the contribution of social media on brand promotion among the selected top delivery companies in Uganda. The significance of this study was to explain the multifaceted impact of social media on brand promotion, encompassing its contributions, competencies, and potential challenges encountered by businesses while employing social media strategies for brand enhancement. Key findings revealed that social media plays a crucial role in increasing brand visibility, enhancing customer interaction, and building brand identity. The findings also highlighted the importance of developing social media competencies, creating engaging content, and effectively managing challenges such as algorithm changes and negative feedback.