Social media as a marketing communication strategy among health-related non-profit organisations in the Western Cape, South Africa

Abstract

South African non-profit organisations (NPOs), like those around the globe, are facing significant funding challenges due to declining financial resources, COVID-19 after-effects, and increased competition among NPOs. As a result, NPOs are struggling to keep up with their funding needs, and a funding crisis has been looming in the non-profit sector since the 2008 global economic crisis. NPOs need marketing and, more so, social media marketing to ensure their sustainability, as it is well-documented that marketing in general is essential for the success of any organisation, be it non-profit or for-profit. The goal of this dissertation was to determine the use of social media as a marketing communication (marketing communication) strategy among health-related NPOs in South Africa (Western Cape). A literature review was conducted to examine the size and scope of the NPO sector, social media marketing, the need for social media marketing, the important role social media plays in marketing health-related NPOs, and the funding challenges of health-related NPOs. The researcher identified 13 marketing professionals with experience in working with or for NPOs for this dissertation. A qualitative approach was used to establish the perception of social media as a marketing communication strategy. Semi-structured, virtual, in-depth interviews were conducted with the respondents to gather data on their views on social media as a marketing communication strategy. The results of the dissertation confirmed that social media marketing is indispensable for health-related NPOs, and that the identified marketing principles that are linked to sustainability of an organisation are essential for their success, i.e., social media and the sustainability of an organisation are inextricably linked, if implemented correctly. It also became evident that health-related NPOs should become more market-oriented and implement marketing strategies to increase their income and fulfil their missions. From the participants' responses, it was also apparent that a lack of social media marketing expertise, as well as inadequate leadership and management skills, are prevalent in the health-related NPO sector. The dissertation therefore advises enhancing health-related NPOs' leadership, management and social media marketing capabilities. Future research could explore NPO leadership accountability, establish a framework for market-oriented organisations and investigate marketing principles to devise non-profit marketing strategies. Further research is also suggested regarding more innovative business models for NPOs to ensure sustainability. The dissertation also made a connection between the Technology Acceptance Model (TAM) and the motivation for utilising social media as a marketing communication strategy. It considered external variables, such as positive and negative influences, perceived ease of use, perceived usefulness, behavioural intention and factors promoting the actual use of social media within an NPO setting.

The five major themes elucidated in the dissertation that reflect the key findings include: the role of social media marketing in enhancing the sustainability of health-related NPOs; the importance of market orientation and the implementation of marketing strategies within the health-related NPO sector; the necessity for improved leadership, management, and social media expertise among health-related NPOs; the connection between the Technology Acceptance Model (TAM) and the adoption of social media as a marketing communication strategy; and notably, the examination of the exacerbated funding challenges faced by health-related NPOs in the aftermath of the COVID-19 pandemic. Overall, this dissertation advances knowledge and awareness of the relationship between South Africa's non-profit sector and social media marketing. Its contribution to the TAM and expansion of the body of knowledge on consumer behaviour, NPOs and digital marketing in South Africa has significant theoretical and practical significance. The dissertation highlights the importance of social media marketing for the sustainability of NPOs in South Africa and provides insights into the essential social media principles and findings required for their success. The dissertation's findings have practical implications for NPOs, marketing managers and policymakers and may aid in developing effective social media marketing strategies that could help NPOs overcome funding challenges and ensure their long-term sustainability.