TITLE:
Research on the Social Media Marketing Strategy Improvement of Unitel in Angola in the Digital Marketing Era
AUTHORS:
Zeferson Isaias Caita Nolato, Lei Zhang
KEYWORDS:
Social Media, Digital Marketing, Angola, Unitel, Customer Engagement
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.6,
June
27,
2025
ABSTRACT: Based on the growing dynamics of digital marketing, this research examines the social media marketing strategies of Unitel, the number one telecommunications provider in Angola. The objective of the study is to determine areas of improvement in the online presence and the customer interaction of Unitel. Using a mixed-methods approach, a structured questionnaire was delivered to 150 Unitel customers aged 18 - 45 in urban Angola to collect both quantitative and qualitative data regarding customer satisfaction, brand awareness, and customer engagement with the social media platforms (Facebook, Instagram, TikTok, and Twitter) of Unitel. Data analysis covered both descriptive and inferential statistics, such as chi-square tests to establish relationships among variables. The findings show that though Unitel has a strong social media presence, its marketing strategy is fragmented, and there is a lack of personalization and inconsistent customer support. More precisely, customers were dissatisfied with the price transparency, product personalization, and relevance of promotional content. The study defines strategic issues at the 4Ps of marketing (Price, Product, Place, and Promotion) and provides actionable recommendations on improving Unitel’s social media marketing strategy using targeted pricing, personalized product offerings, more effective geo-targeting, and the production of engaging content.