COM3706
Assignment 3 Semester 1 2025
Unique #:
Due Date: March 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, TABLE OF CONTENTS
1. INTRODUCTION ................................................................................................... 4
2. RESEARCH PROBLEM STATEMENT/MAIN ISSUE ............................................ 4
3. SUBPROBLEMS.................................................................................................... 5
3.1. Theme Identification ........................................................................................ 5
3.2. Audience Sentiment......................................................................................... 5
3.3. Engagement Metrics ........................................................................................ 5
3.4. Interactive Feature ........................................................................................... 5
3.5. Content Strategy and Audience Retention ....................................................... 5
4. LITERATURE REVIEW ......................................................................................... 6
4.1 Social Media as an Audience Engagement Tool .............................................. 6
4.2 Real-Time Interaction and Feedback ................................................................ 6
4.3 Diversifying Content and Audience Segments .................................................. 7
4.4 Challenges and Opportunities .......................................................................... 7
5. THEORETICAL FRAMEWORK ............................................................................. 8
5.1 History and Key Scholars ................................................................................. 8
5.2 Definition ........................................................................................................... 8
5.3 Key Tenets ....................................................................................................... 8
5.4 Arguments ........................................................................................................ 8
6. RESEARCH DESIGN ............................................................................................ 9
6.1 Characteristics of Qualitative and Quantitative Research ................................. 9
6.2 Mixed-Methods Justification ............................................................................. 9
6.3 Data Collection Method and Process.............................................................. 10
6.4 Target and Accessible Population .................................................................. 10
6.5 Sample Size and Unit of Analysis ................................................................... 10
6.6 Data Analysis Method ..................................................................................... 10
7.1 Statistical Analysis of Audience Engagement (Subproblem 3: Engagement
Metrics) ................................................................................................................. 11
7.3 How Audiences Respond to SAfm‘s Posts (Subproblem 2: Audience
Sentiment) ............................................................................................................ 12
7.5 Dominant Themes on SAfm‘s Facebook Page (Subproblem 1: Theme
Identification) ........................................................................................................ 12
7.6 Content That Engages the Audience Most (Subproblem 5: Content Strategy
and Audience Retention) ...................................................................................... 13
7.7 Investigating Optimal Use of Social Media (Subproblem 4: Interactive
Features) .............................................................................................................. 14
Varsity Cube 2024 +27 81 278 3372
Assignment 3 Semester 1 2025
Unique #:
Due Date: March 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, TABLE OF CONTENTS
1. INTRODUCTION ................................................................................................... 4
2. RESEARCH PROBLEM STATEMENT/MAIN ISSUE ............................................ 4
3. SUBPROBLEMS.................................................................................................... 5
3.1. Theme Identification ........................................................................................ 5
3.2. Audience Sentiment......................................................................................... 5
3.3. Engagement Metrics ........................................................................................ 5
3.4. Interactive Feature ........................................................................................... 5
3.5. Content Strategy and Audience Retention ....................................................... 5
4. LITERATURE REVIEW ......................................................................................... 6
4.1 Social Media as an Audience Engagement Tool .............................................. 6
4.2 Real-Time Interaction and Feedback ................................................................ 6
4.3 Diversifying Content and Audience Segments .................................................. 7
4.4 Challenges and Opportunities .......................................................................... 7
5. THEORETICAL FRAMEWORK ............................................................................. 8
5.1 History and Key Scholars ................................................................................. 8
5.2 Definition ........................................................................................................... 8
5.3 Key Tenets ....................................................................................................... 8
5.4 Arguments ........................................................................................................ 8
6. RESEARCH DESIGN ............................................................................................ 9
6.1 Characteristics of Qualitative and Quantitative Research ................................. 9
6.2 Mixed-Methods Justification ............................................................................. 9
6.3 Data Collection Method and Process.............................................................. 10
6.4 Target and Accessible Population .................................................................. 10
6.5 Sample Size and Unit of Analysis ................................................................... 10
6.6 Data Analysis Method ..................................................................................... 10
7.1 Statistical Analysis of Audience Engagement (Subproblem 3: Engagement
Metrics) ................................................................................................................. 11
7.3 How Audiences Respond to SAfm‘s Posts (Subproblem 2: Audience
Sentiment) ............................................................................................................ 12
7.5 Dominant Themes on SAfm‘s Facebook Page (Subproblem 1: Theme
Identification) ........................................................................................................ 12
7.6 Content That Engages the Audience Most (Subproblem 5: Content Strategy
and Audience Retention) ...................................................................................... 13
7.7 Investigating Optimal Use of Social Media (Subproblem 4: Interactive
Features) .............................................................................................................. 14
Varsity Cube 2024 +27 81 278 3372
