The effectiveness of social media marketing strategies among microbreweries: a perceptual analysis

Abstract

Craft beer has taken a large interest within the liquor market in South Africa, hence there are microbreweries targeting this niche market and the competition is on the rise. The craft beer market is unique and requires different marketing to mass-produced beer, social media marketing has been on the rise and suites the user demographics of the craft beer drinker. With this study, the researcher will analyse the perceptions of the micro-brewers as to whether they perceive social media marketing techniques to be successful. The data collection methods used in this research study were unstructured interviews one-one-one with the microbrewery owner, questionnaires which were distributed to the microbrewery employees for feedback and various case studies. The types of data analysis that has been utilized in this study are thematic analysis, content analysis and framework analysis - charts will be utilized to create a visual representation of the data as well as mapping and interpretation. The recommendations for the microbrewery provided by the were the following: 􀀁Adopt a social media marketing strategy plan 􀀁Have a dedicated employee focusing on content creation and management of social media applications 􀀁Microbrewery owners to gain a deeper understanding of social media and acquire the skills to be able to market effectively 􀀁Make use of multiple social media applications 􀀁Staff should be more involved and have an understanding of the business social media footprint

The findings will assist brewers who are not yet informed of social media marketing and assist those who will enter the market in the future. This research will also assist future procedures and decisions with planning and implementing more superior marketing strategies with a focus on social media. The study found that microbreweries have a positive perception of social media marketing and that the major benefit of it is low costs. The research also concluded that Facebook is the most effective social media platform and that microbreweries prefer social media marketing in comparison to traditional marketing strategies.