Theses and dissertations (Management Sciences)
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Item The use of Instagram as a communication tool in the Durban fashion industry(2023) Ngcobo, Thandeka; Madondo, ElvisOver the years, social media has become an imperative platform in the fashion industry for testing new marketing strategies and monitoring trends. There are thousands of luxury and high street fashion brands around the world that are present online. Despite the fact that fashion brands have unilaterally set their polished brand images through traditional media such as television channels and magazines, social media serves as a very powerful tool for promoting and sharing fashion information to both industry and people (Ha, Kwon, Cha and Joo 2017:418). Undeniably, Instagram is not only used as any other social media platform, but also as a marketing tool for local fashion brands. There are numerous phenomena of Instagram marketing. However, there is still a lack of clarification as to why these phenomena occurred. The aim of this study was to determine the use of Instagram as a communication tool in the Durban Fashion industry. The primary objective of the research was to examine the influence of Instagram as a communication tool in the Durban Fashion industry. The study followed a quantitative research method in order to accomplish the set objectives. Non-probability sampling was used in recruiting participants. Purposive sampling technique was utilised to generate the sample population. Fashion brand owners in Durban who use Instagram as a communication tool were the population targeted by this study. The researcher was able to get a 91.5% response rate as 119 questionnaires out of 130 were collected. The study used the Statistical Package for the Social Sciences (SPSS) version 24.0 for Windows to analyse the data. The study revealed that Instagram is an effective communication tool that fashion business owners can benefit from, if used strategically. Furthermore, the findings revealed that Instagram is giving fashion business owners a platform to showcase their best offerings; communicate with their target audience; and increase brand awareness. One of the recommendations was that fashion businesses who are not using Instagram as a communication tool to start using this social media platform. Communication through the use of pictures and videos seems to be a new strategy for marketing. The study also recommended that it is important for fashion owners to prioritise engagement with their target audience on Instagram in order to build friendly relationships and increase the number of followers.Item Adoption of business intelligence by micro-small apparel businesses in the great eThekwini region(2023-08) Mavutha, Winiswa; Corbishley, Karen; Kamwendo, AndrewThe increasing pressure of costs in the Small Medium Micro Enterprise (SMME) sector produces the need to continually improve management efficiency. This requires the use of different approaches, methods and tools. One method is the use of a digital business analytical tools, such as those related to business intelligence (BI). BI assists businesses with the analysis of information to make better decisions to improve business performance. The objective of this study was to determine factors influencing the adoption of BI in micro-small apparel retail businesses in the eThekwini region. This was a cross sectional study conducted among 161 apparel business owners who were selected using non-probability purposive sampling. Data was collected using an anonymous questionnaire. Multiple linear regression was conducted to determine the influencing factors for business intelligence adoption. The conceptual framework used for this study was the technology-organisation-environment (TOE) framework. The results from this study found that the factors that significantly influence the adoption of BI in micro-small apparel businesses in the eThekwini region are perceived relative advantage, organisational readiness, management support and organisational data environment. The results of this study have also indicated that there are not sufficient government incentives offered for technological innovations such as BI , particularly for micro-small businesses. While there are a number of government funding opportunities and business support mechanisms, the respondents indicated that government incentives do not support the adoption of BI and all the factors needed to be considered during the adoption process. The adoption and use of BI in the South African context could contribute greatly to the country’s GDP and generally create growth opportunities for South African SMMEs in the global market. Government support for such an initiative would help decrease the high unemployment rate in South Africa as more jobs would be created around the country through these projects.Item The business strategy development among SMME's in the KwaZulu-Natal clothing manufacturing sector(2006) Laljit, Carmen RochelleOne of the major problems facing SMME’s in the South African clothing industry is the surge of clothing imported particularly from China, which negatively impacts on the ability of local firms to survive in business. Despite this challenge within the volatile business environment some SMME’s within the clothing industry have been resilient and have remained in business. This survey focused on the existing business strategies of SMME’s within the clothing manufacturing sector of Kwa-Zulu Natal. The main aim of the research was to establish the underlying factors of competitive advantage of SMME’s and to determine the strategic action taken by businesses in order to combat the impact of the sale of imported clothing in South Africa. In addition, an evaluation of the success of these strategic choices was carried out so that future business strategies for SMME’s can be developed to ensure sustainable competitive advantage.