Masters Graduate looks at Brand Engagement of Facebook
Ms Mathabo Duma graduated with her Masters in Arts at the University of KwaZulu-Natal for research that explored the engagement of students with brands on social media platforms.
Duma’s aim was to find out if students engage with brands on social media platforms, mainly Facebook as the primary platform, and which were the popular brands they were engaging with.
‘It was interesting to find out that there was a shift in the engagement of brands on Facebook to engaging with those particular brands on other platforms such as Instagram. I believe my research will help or assist marketers in finding the gap in society, especially with how the world is changing and to recognise the move away from using Facebook to integrating other platforms such as Instagram,’ said Duma.
She thanked her family, friends and supervisor for their support. ‘They were helpful with regards to finding different resources, proof-reading my work and always pushing me to be the best, especially in hard times. If it wasn’t for them, I wouldn’t be where I am today, a master’s graduate.’
Duma advised other students to work hard. ‘Energy, determination and time-management are key, otherwise you will not finish on time. Make your research your baby. Consultation with your supervisor is very important.’
Words: Melissa Mungroo