Theses and dissertations (Management Sciences)

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E-consumer awareness of digital consumerism concerning free data resource exploitation
(2024-05) Serubugo, Ayub; Penceliah, Darry
The ubiquity of digital technology with powerful smart equipment has transformed digital marketing, paving the way for digital consumerism. Electronic consumer data is being freely exploited at an exponential rate through constant company surveillance for the purpose of predicting profits. E-consumer online behavioural data is progressively becoming a valuable asset for precise, granular online targeting. However, e-consumers are oblivious to the fact that their digital traces are being monitored in the process of navigating the internet. Additionally, e-consumers are unaware that their autonomy is being eroded by unfair, capitalistic digital surveillance and profiling technology. The aim of the study is to assess e-consumers awareness of the influence of digital consumerism on free data resource exploitation. A cross-sectional mixed method research design using a validated Likert-type scale questionnaire survey was administered to a non-probability convenience sample of 400 respondents. Thereafter, interviews were conducted using purposive sampling of participants until sufficient data was collected based on the point of saturation. The saturation point was reached after interviewing 20 participants. Online survey data was analysed by SPSS 28 computer software for descriptive and inferential statistics and AMOS was administered for structural equation modelling (SEM). The data from the interviews was analysed using NVivo pattern matching and content analysis. The results reveal that while some e-consumers are aware of free data exploitation, most e-consumers do not notice that their online behavioural data is being harvested and exploited by online retailers. The findings may assist digitalised companies to initiate loyalty programmes by compensating e-consumer data resource input. Further studies should be undertaken to explore the remediation models for free data exploitation. A remediation strategy by online retailers to recognise e-consumers data input is paramount with the current, rapid growth of digitalisation in today’s data-driven economy. A cross-sectional mixed method research design using a validated Likert-type scale questionnaire survey was administered to a non-probability convenience sample of 400 respondents. Thereafter, interviews were conducted using purposive sampling of participants until sufficient data was collected based on the point of saturation. The saturation point was reached after interviewing 20 participants. Online survey data was analysed by SPSS 28 computer software for descriptive and inferential statistics and Amos was administered for structural equation modelling (SEM). The data from the interviews was analysed using NVivo pattern matching and content analysis. The results reveal that while some e-consumers are aware of free data exploitation, most e-consumers do not notice that their online behavioural data is being harvested and exploited by online retailers. The findings may assist digitalised companies to initiate loyalty programmes by compensating e-consumer data resource input. Further studies should be undertaken to explore the remediation models for free data exploitation. A remediation strategy by online retailers to recognise e-consumers data input is paramount with the current, rapid growth of digitalisation in today’s data-driven economy.
The role of digital marketing in the sustainability of the formal retail sector in Flagstaff
(2024-03) Noqazo, Zizipho; Madondo, Elvis
Marketing is a fundamental part of any retail business as it is the means of promoting products and services to the target market (Grönholm 2012). Digital marketing has transformed retailers’ marketing strategies significantly. Online marketing channels are undeniablyoneof the most advanced digital technologies to be used in marketing, which makes it essential for retailers to incorporate these strategies into their businesses. The internet and its rapid technological developments have provided retailers with numerous tools for online marketing, such as email marketing, social media, pay-per- click, search engine optimisation, pop-ups and so forth. While many rural South African businesses are starting to adopt these marketing tools in their businesses, the role of digital marketing in the sustainability of the formal retail sector in the rural areas of South Africa (SA) has not been explored fully. The aim of this study was to explore the role of digital marketing in sustaining retail businesses in Flagstaff, while the primary objective of the research is to identify and describe the role of digital marketing in retail businesses in rural areas. According to Bala and Verma (2018), digital marketing is the greatest platform to transform a product into a brand and has the potential to increase sales tremendously, provided that businesses have knowledge and understanding of how to apply it properly. The study adopted a mixed research method in order to achieve the set objectives. This study followed the probability sampling method in recruiting participants. Random sampling was the probability sampling method employed to generate the sample for this study. Retailers operating in Flagstaff and members of the public (customers) were the two populations targeted for this research. The study used a structured self administered questionnaire consisting of 20 items to collect quantitative data from retailers. Focus group discussions were also conducted with members of the public to gather qualitative data. The researcher adopted the census method, whereby all 52 stores in Flagstaff took part in the study. The sample for the focus group interviews comprised of thirty (30) participants that were allocated into six groupsof 5 participants in each group. The study used version 27.0 of the Statistical Package for the Social Sciences (SPSS) to analyse quantitative data, and thematic analysis was used to analyse qualitative data. According to the study's findings,retailersutilise a variety of digital marketing methods, including social mediamarketing, email marketing, andmobile marketing, to exchange information, contact with customers, send them sales pitches and other marketing materials, and interact with them online. Retailers claimed that digital marketing had introduced novel ways to conductonline business,such as onlineshopping.However, this activity is connected to a numberof difficulties in rural areas, which hasprevented many retailers from offering it as a substitute for traditional shopping.As a result, there is little use of online shopping in Flagstaff retail businesses. Consumer feedback indicates that retailers' use of SMS communication, Facebook, and emails to convey information about sales pitches and promotions has inspired and encouraged customers to make purchases from particular retailers. However, participants have stressed that they prefer hearing from retailers through traditional channels sincethey are simpler to access because they have trouble getting information on digital platforms. The study recommends that rural retailers should integrate digital marketing into their marketing activities, which will increase awareness of the brand; reach a wider audience; aid in keeping up with trends and staying ahead of the competition; and maintain their presence on social media platforms. The study suggests that further research be conducted on the impact of specific online marketing tools in order to allow retailers to focus on online channels that align with their brand to generate profitable results for the business
The implication of social media marketing on the sustainability of SMEs in Accra Ghana
(2023) Hayford, Amegbe; Zungu, Nkululeko PraiseGod; Asamoah, Emmanuel Selase
Social media is a nascent technological tool that impacts organizations today. The impact varies from large to small organizations and developed and developing country contexts. The present study advances insight by investigating the implication of social media marketing on small and medium enterprise (SME) sustainability in Accra, using an exploratory, sequential, mixed methods strategy. The study commenced with the qualitative phase, interviewing 16 SMEs in Accra from different industries, as classified by the Ghana Investment and Promotion Council. The findings from the qualitative phase formed the basis for the quantitative phase, which surveyed 234 SMEs to participate in the study. The qualitative data were analysed with NVivo, while SmartPLS was employed for the quantitative data. Findings from the qualitative and quantitative phases reveal support for organisational and entrepreneurial factors influencing the adoption decision of SMEs in Accra. However, the study did not find support for two qualitative phase technological factors (complexity and perceived cost) and one environmental factor (institutional pressure). Furthermore, support for social media adoption and financial marketing performance were revealed as non-financial marketing performance in both study phases, while financial marketing performance was found to also support environmental and social sustainability. This study's originality lies in the use of a sequential mixed methods approach, to extend Technology, Organization and Environment theory in examining marketing performance outcomes and sustainability. Moreover, the inclusion of an additional factor to test social media adoption among SMEs and developing a conceptual framework to explore and test these relationships, differentiates this study. Theoretically, the study contributes to the existing knowledge, demonstrating the factors influencing SMEs' social media adoption, how this translates into non-financial marketing performance of SMEs and would lead to their sustainable performance. Based on the overall findings, the study also develops a conceptual framework that can serve as a foundation upon which future studies could be conducted. Practically, the findings would also benefit SME owners/managers on advantages of social media use in their organizations and to develop a proper implementation strategy. For policymakers who oversee SME activities, this study would provide the avenue for policy formulation on how SMEs can take advantage of social media in their organization to enable them to become competitive and remain sustainable.
Influence of social media on consumer behaviour : a focus on Savanna Dry cider customers in the Durban Central Business District in KwaZulu-Natal
(2023) Shozi, Thobile; Agbenyegah, Albert Tchey
The popularity of online tools and the advent of social media are critical to modern day business as they assist with the advertising and marketing of products and services. Through social media, consumer behaviour and attitudes towards certain products, companies and organisations are changed based on what other consumers say about those products, services or organisations; hence, social media remains a powerful advertising mechanism (Scholz and Smith, 2019). Organisations that market what they offer through contemporary means and methods like social media increase their competitive advantage over those that use traditional advertising and marketing methods such as billboards, newspapers and magazines. This quantitative research investigated the influence of social media on consumer behaviour focusing on Savanna Dry Cider customers in the Durban Central Business District CBD KwaZulu-Natal. The study used the simple random sampling method to select 120 participants (60 each) from two different liquor shops, Liberty Liquors and Tops North Beach in the Durban CBD. The study gathered its primary data through self-administered questionnaires. The data was processed and coded using Microsoft Excel spread sheets. Thereafter, it was entered into SPSS 27 software and analysed using descriptive statistics and inferential statistics. The findings of the study include that Facebook was the most popular online platform used by consumers of SDC, especially ones within the age range of 18 to 25 years. The SDC consumers’ purchasing behaviour was influenced by reviews and information that other consumers presented online pertaining to product, thus this is an important marketing tool. The SDC’s social online platform presence influences the buying decisions of most of its consumers. Evidently, SDC is successfully taking advantage of its social media platform to influence, mostly consumers between 18 to 40 years, to purchase the product. The study concludes that social media influences the behaviour of Savanna Dry Cider consumers in the Durban CBD, KwaZulu-Natal Province. The study further concluded that most people, especially young people between the ages of 18 and 25 years, are swayed to buy or consume Savanna Dry Ciders based on the reviews and comments of other consumers about the product. The findings also concluded that negative reviews of the product deter people from buying it while positive reviews make them want to purchase it more often. The study recommended that Savanna Dry Cider should launch an aggressive social media campaign to market its brand, as this will ensure that many people know about it and change their perceptions.
The use of social media on corporate reputation: a case study of the Durban University of Technology (DUT)
(2023) Maboee, Lerato Relebohile; Naidoo, Povendran; Rawjee, Veena Parboo
Corporates invest heavily in enhancing their corporate reputation through several platforms (Li and Bernoff 2015: 56) such as social media, television advertisements and print media, which are often used to promote the corporate image (McIntyre 2014: 5). According to Barker (2014: 184), the importance of social media in organisations is to create and maintain a positive desired image, brand and reputation because of the possibility of building an interactive relationship with an unlimited number of stakeholders, business partners and employees. It is therefore evident that social media is growing daily, and more people are becoming a part of it. Siapera (2013: 255) adds that the importance of social media in the organisation includes the sharing of ideas and building relationships with stakeholders and audiences through social media platforms and increasing the organisation’s visibility. The aim of this study was to assess how the Durban University of Technology (DUT) uses social media platforms in building and maintaining a positive corporate reputation, and how they engage actively with their target audience. A mixed research methodology was adopted to achieve the set objectives. The sample population consisted of 197 participants, which included academic and administrative staff as well as students at DUT. The staff were assessed through interview questions and the students were assessed via survey questionnaires. Data was analysed using the Statistical Package for the Social Sciences (SPSS) version 25.0. The findings revealed that social media plays an important role for organisations as a vital tool to build and maintain corporate reputation online, as well as communicating effectively and actively with various target audiences. Social media is considered by organisations, both public and private, as a strategic tool for competitive advantages (Predmore 2014: 115). Social media is generally used by various types of organisations for many different business purposes, for example to influence the industry, engage with their various customers, and manage brand image among stakeholders in a cost-effective way (Predmore 2014: 115). Many organisations use social media as a strategic tool for communication and marketing purposes (Predmore 2014: 116), and for sharing newsworthy information to their target audience and stakeholders (Dreher 2014: 345). The study recommended that organisations should prioritise investing in social media platforms. Another recommendation was that organisations must communicate effectively and actively with their audiences online.
Adoption of social media for effective marketing by micro-hospitality businesses in KwaZulu-Natal, South Africa
(2022) Nkosana, Tenson; Mnguni, Erasmus M.; Skinner, Jane Phyllida
The rise in popularity of social media as a marketing instrument has fundamentally changed the way in which small to medium enterprises, and small hospitality businesses in particular, interact with their clientele, especially in marketing their products and services. These small hospitality establishments (formal accommodation, guest accommodation, game lodges, events centres, restaurants and support services) have been influenced by social media and are compelled to adopt these platforms for effective marketing to keep pace with modern dynamics in tourist behaviour. The literature indicates that social media marketing in general has gained significant momentum across all sectors, with micro-hospitality establishments having embraced it fully in more economically developed countries. Although prior studies indicate that social media, with a particular reference to travel review sites such as TripAdvisor, are now regarded as the major sources of reliable travel information for tourists, as well as influencing their decisionmaking processes, evidence from the literature shows that there is limited industry-specific research into the adoption and utilisation of social media for marketing regarding small hospitality establishments in the context of a less economically developed country, and this is at a time when these establishments are struggling to survive and to regain their market share due to recent and ongoing travel restrictions. Research in this area is limited. This research was conducted to address this gap. The main aim of this study was to determine the effectiveness of social media as a marketing strategy taking small hospitality establishments in KwaZulu-Natal, South Africa as a case study. To achieve this, a review of literature provided insights into social media adoption for marketing, backed by relevant theoretical frameworks and specifically the unified theory of acceptance and use of technology 2 (UTAUT2). For data collection, both electronic and hand-delivered questionnaires were distributed to micro-hospitality establishments in KZN. Telephonic and live interviews as well as observations were also conducted with fifteen small hospitality establishments. A total of 70 respondents we engaged for this study through interviews, observations and questionnaires. The results from the study revealed that although social media marketing has been adopted extensively by small hospitality establishments in KZN, its effectiveness as a marketing strategy is not uniform across establishments and cannot be generalized. Empirical results further revealed that these establishments were not being systematic in the utilization of social media marketing, that other marketing strategies were sometimes as effective in this context and that some were failing to optimise the opportunities that exist. The major challenges highlighted by most small hospitality establishments were: lack of adequate funding, lack of specialized human resources, and the difficulty of measuring the actual impact of social media adoption. The conclusion drawn from the above empirical evidence and from the literature is that social media marketing is not an all-round strategy for effective marketing particularly for small establishments in a rural setting who are competing with hotel chains and franchises in urban areas. It is however the most significant marketing tool. It was therefore concluded that a combination of social media marketing, star grading and other informal means of assuring service quality, along with a clear marketing strategy adapted to the needs of the individual establishment, could provide the optimal matrix for effective marketing of small hospitality establishments in the context of a developing country. This study contributed in two ways: firstly, the research addresses the gap identified in the literature by providing evidence on the relative effectiveness of social media for marketing by small hospitality establishments in the context of a less economically developed country and, secondly, a social media marketing framework was proposed based on the evidence of shortcomings in marketing strategies by this group, highlighted by this study.
The role of the internet in the promotion of bed and breakfast and guesthouses in Mthatha
(2019-12) Velelo, Luleka; Rampersad, Renitha
The study investigated the role of the internet in the promotion of Bed and Breakfast as well as Guest houses establishments in Mthatha. These establishments are an important sector in the hospitality industry in South Africa and due to a number of developmental projects in Mthatha over the last decade, there has been a rapid increase in such businesses especially in the upmarket suburbs of the town. This increase in the number of establishments has resulted in increased competition for business. The internet has radically altered today ‘s media landscape and presents the hospitality industry with new opportunities to promote their companies. It also enables hospitality industry managers to find out what people need, what content they are looking for, and how one’s company can help them. The nature of the study was exploratory, and fulfilled the purpose of the study using a qualitative research method. The theoretical approach applied in this research was the evalue model. Thematic analysis was used to analyse the data. The study revealed that the hospitality sector can benefit greatly if they use the internet strategically to achieve growth.
The influence of social media marketing on Durban consumers' choice of brands
(2018) Ntobaki, Paballo Patience; Moodley, Padhma
Social media has eternally changed the purchasing cycle of consumers. Instead of merely making a purchase, today shoppers have added two vital rudiments that come prior and post purchase in the buying the process. By use of blog posts, review, forums and tweets, today consumers conduct online research on brands that they have an interest of purchasing and opinions posted by other consumers have an immense power to influence their decisions (Agresta, Bough and Miletsky 2010:32). This creates a measuring tool that can be utilised to direct efforts towards real time. Taking note of what users are saying in social media and engaging in their discussions is a great way of influencing these discussions. Social media is mostly if not wholly characterised by ratings, comments, reviews, and other features that are found on website that indicates what users think of the content being discussed (Evans and Bratton 2012:38). The aim of this study is to determine the influence of social media marketing on Durban consumers’ choice of brands, while the primary objective is to determine the degree to which social media marketing influences consumers’ decision making when selecting a brand. According to TNNG (2013) above 60% of traffic on the internet created by the African continent comes from South Africa. A method of study adopted by this research to achieve the set objectives was quantitative in nature. Convenience and purposive sampling were two non-probability sampling techniques employed to recruit participants in this study. All Durban consumers above the age of 18 who are active social media users were the population targeted by this study. 88% response rate was achieved as only 400 questionnaires out of 450 were collected. The study used a structured self-administered questionnaire which consisted of 45 items to gather primary data. Both descriptive and inferential statistics were utilised in this study. Data was analysed using Statistical Package for Social Sciences (SPSS) version 24.0. The outcomes of this research advocate that social media is a very powerful communication tool that can be used to influence consumers’ decisions when selecting a brand. All users emphasised that they are active on computer generated platforms of which Facebook is the most used network among Durban consumers. Literature reviewed in this study indicates that social media plays a significant part in the way users learn, explore, and share brand information. Generally, reviews and product ratings produced by users are the most favoured information sources among consumers in social media (Nielsen 2011). Consumers point out that social media is very important to them as it creates brand awareness which they make use of when making a purchase decision. Consumers in this study indicated that the more aware they became of a brand via social media, the more they would want to buy the brand and vice versa. Conversations about certain brands on social media create awareness about those brands among consumers (Liu and Lopez 2016). The study recommended that brands should incorporate promotional activities, contests and competitions on its social media brand page posts to increase traffic and excitement among consumers. Another recommendation was that marketers should identify a personality that will represent a brand well in social media, giving it a vital feel that will entice the target audience. The study also recommended further research on the influence of opinion leaders on consumers’ choice of brands, the influence of specific social media channels and the influence of social media on specific age groups to give broader insight of social media marketing to marketers and brand managers.
Facebook as a marketing tool to inform South African millennials on social issues
(2017) Mdletshe, Thenjiwe Slindile; Meintjes, Corné
Social networking is the use of dedicated websites and applications to interact with other users sharing interests, activities, backgrounds or real life events. The use of social media has been predominantly reported among young adults, accounting for about 93% of all users. Social networking websites such as Facebook, Twitter and Skype are member based Internet communities that permit users to share views, perceptions and ideologies. Social media influences youth development, most especially among the millennials who invest approximately seven hours per day with media. More so, the social media shapes the millennials perception, ideology and principles. Bearing this in mind, this tool can serve as an effective tool for bringing both social awareness among youths and the society at large. Therefore, this study sought to determine how Facebook can be used as an effective social awareness tool among millennials. The current study focused on Facebook as it has the highest number of subscribers globally, and also due to its wide acceptance among South African Millennials in tertiary intuitions. Questionnaires were distributed to a total of 400 undergraduate students. These included 150 students from the Durban University of Technology, 125 from the Mangosuthu University of Technology; and 125 from the University of KwaZulu-Natal. The study revealed that millennials are digital natives and their lives are basically lived through the internet and technology. Based on the findings the majority of millennials spend between at least two to well over six hours every day on social media. This proves that Facebook as a social network can be used to reach out and provide much needed information to millennials.
The adoption of Internet technology among general practitioners in KwaZulu-Natal
(2008) Jones, Joanne; Raap, Peter John
The pharmaceutical industry is in the midst of a fundamental transformation. Time and cost constraints are forcing marketers to search for new ways to maintain and grow brand awareness. The amount of time that doctors allow for representatives to market their products is becoming less and less and as a result products are not getting the exposure they used to. Organisations that find innovative ways to maintain exposure of their products may gain a competitive advantage over those organisations that rely on traditional marketing methods. The prolific increase in the use of the internet may provide pharmaceutical organisations with a complementary channel to market their products. The objective of this study is to determine the levels of internet technology adoption among general practitioners. The Technology Acceptance Model (TAM) is one of the most influential research models in studies of the determinants of information systems/ information technology (IS/IT) acceptance. In TAM, perceived usefulness and perceived ease of use are hypothesised and empirically supported as fundamental determinants of user acceptance of a given IS/IT. Using TAM, this study sets out to determine general practitioners’ intention to use the internet as a source of pharmaceutical information. The literature review provides an extensive evaluation on the development of TAM and its application in different technologies. Based on these findings, the researcher developed this study to investigate internet technology acceptance in the pharmaceutical industry. Use is made of the descriptive survey method and data is retrieved from a sample of 105 general practitioners in Kwazulu-Natal. The observation is made via the benefit of a questionnaire. The process of sampling is that of convenient sampling. The analysis is quantitative and makes use of statistical analysis appropriate for the data. Analysis of the survey results produces useful insights into the factors influencing internet technology adoption by general practitioners. When analysing the independent variables, respondents were not in strong agreement about the perceived usefulness nor the perceived ease of use of internet technology as a source of pharmaceutical information. However, positive results from the relationships between the independent (perceived usefulness and perceived ease of use) and dependent variables (attitude and intention to use) provide valuable data with which organisations may develop internet-based marketing strategies. Based on the survey findings, recommendations using the Beynon-Davies (2004) Internet Adoption Model are suggested.

Theses and dissertations (Management Sciences)

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