Assessing the effectiveness of digital and social media marketing in grocery retail: Insights from SPAR in Durban

The rapid development of digital technologies has significantly transformed the grocery retail industry, allowing retailers to utilize digital and social media platforms to enhance customer engagement, increase brand visibility, and drive sales growth. This study assesses the effectiveness of SPAR’s digital and social media marketing strategies in Durban, South Africa. Guided by the Technology Acceptance Model (TAM), the research employed a quantitative methodology, analyzing survey data collected from 278 customers at the South Beach Super Spar. Reliability analysis indicated a high level of internal consistency (Cronbach’s Alpha = 0.883). Non-parametric statistical tests, including the Kruskal-Wallis H and Mann–Whitney U tests, were used to evaluate customer perceptions of various digital channels. The results indicate that social media is the most effective platform for SPAR, with 58.4% of respondents identifying it as their primary mode of engagement. Participants overwhelmingly agreed that SPAR's social media channels effectively promote offers; however, perceptions of the mobile app and WhatsApp marketing strategies were mixed and showed significant variation among user groups. These findings underscore the importance of social media in increasing brand awareness and customer engagement, while also highlighting potential areas for enhancing the usability and impact of SPAR’s mobile application and WhatsApp marketing efforts. This study offers valuable guidance for grocery retailers aiming to strengthen customer engagement in competitive urban environments such as Durban by providing insights into digital marketing performance in emerging markets.