Samsung Electronics entered the mobile device market on the back of their successes in other
markets for electronic devices. The mobile device space in South Africa was dominated by
Nokia and Blackberry and in a short space of time Samsung stormed into a tie for the top spot
alongside Blackberry with a market share of 23%. In 2013 Samsung’s market share dropped 5%,
moving down to 18%, placing them second to Blackberry as they entered 2014. Samsung’s IMC
strategy for their mobile devices has been consistent and well-thought throughout the years.
The influence of WOM suggests a greater need for Samsung to determine the effectiveness of
WOM as part of their IMC strategy for mobile devices in South Africa. It is important for
Samsung to understand how WOM shapes South African consumer purchasing decisions, what
causes WOM, and what types of marketing are available to drive WOM for their mobile devices
in South Africa. This study therefore attempts to investigate WOM as advertising tool in an IMC
campaign, with a focus on Samsung and the South African market for mobile devices.