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Faculty of Management Sciences

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Start date: 2020Subject: search.filters.subject.Marketing

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    Investigating the nexus of corporate social responsibility and marketing performance in a medium-sized clothing manufacturing enterprise in South Africa
    (Bussecon International Academy, 2024-07-27) Maome, Itumeleng Judith; Zondo, Robert Walter Dumisani
    Organisations all over the world are increasingly adopting Corporate Social Responsibility (CSR) as a strategic tool, not only for improving their brand image but also in making a meaningful contribution to the welfare of society. This trend includes incorporating socially responsible aspects into marketing strategies, resulting in goods and services that benefit the community at large. Small and Medium Enterprises (SMEs) play an important role in this framework as they contribute significantly to both social and economic growth. Using a quantitative methodology, this study examined the experiences of a manufacturing organisation in the eThekwini District Municipality of KwaZulu-Natal that has included CSR into its marketing strategies. The analysis employed the Ordinary Least Squares (OLS) method, with data evaluated using the Statistical Package for the Social Sciences (SPSS). This study collected and analysed pre- and post-CSR implementation quarterly data on sales performance and customer retention. The empirical findings offer a multifaceted picture of the impact of CSR on marketing performance. There appears to be a substantial relationship between customer retention rates and marketing performance following CSR implementation. Interestingly, the study discovered an inverse association between sales volumes and marketing performance, implying that a rise in sales does not always result in improved marketing results for the organisation in question. This unexpected consequence shows the intricate interplay between CSR programmes and marketing outcomes, providing useful insights for businesses, particularly those in the South African manufacturing sector that are attempting to negotiate the complexities of CSR-driven marketing strategies. This study contributes to a better understanding of how CSR efforts can be strategically integrated with marketing goals to promote both social and business success.
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    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.
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    Factors influencing entrepreneurial intention : a case of students in a South African University
    (2020-01-01) Nsahlai, Veritas Kiyven; Zogli, Luther-King Junior; Lawa, Emmanuel; Dlamini, Bongani Innocent
    Entrepreneurship has been globally adopted as a strategic approach in facilitating economic participation among youth. On an individual level, entrepreneurship affords young people their independence and autonomy to pursue their dreams. The main purpose of this study was to investigate the factors that motivate youth entrepreneurial intention amongst students in a South African university. Using a cross-sectional design with a quantitative structured questionnaire, a sample of 247 students was interviewed and the collected data was analysed with Principal component analysis. The results showed four major factors that influence students' entrepreneurial intentions. These factors include the quest to create sustainable employment, the need for independence and self-development, the quest to use one's knowledge and search for financial security and finally to take risks and challenge oneself.