Electronic Theses and Dissertations (Masters/MBA)

Permanent URI for this collectionhttps://hdl.handle.net/10539/37942

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    The influence of social media marketing on brand loyalty in the South African retail sector
    (University of the Witwatersrand, Johannesburg, 2024) Hansjee, Anashree; Ochara, Nixon
    In the contemporary landscape, characterized by the burgeoning influence of social media, this research aims to rigorously examine the effects of social media marketing activities on brand loyalty within the grocery retail sector of South Africa. The study extends beyond a simple analysis of this relationship by exploring the critical function of brand trust as a mediating variable between social media marketing efforts and the development of brand loyalty. From a methodological perspective, the research utilized online surveys conducted via the Qualtrics platform to collect data, focusing on capturing the intricate dynamics that shape consumer perceptions in social media. The target demographic was comprised of individuals who follow leading grocery retailers in South Africa on social media platforms. The study adopted a comprehensive analytical approach, employing descriptive statistics, correlation analysis, confirmatory factor analysis, and structural equation modeling for multiple regression analysis. This multifaceted methodology facilitated a thorough examination of the identified variables. Key findings underscore the significant role of brand trust in bridging the impact of social media marketing on brand loyalty. Additionally, the research identified that certain aspects of social media marketing are more influential in shaping brand loyalty than others. By concentrating on the interplay between social media, brand trust, and brand loyalty, the research provides a deeper insight into the intricate network of factors influencing consumer perceptions in South Africa's grocery retail sector. The insights garnered from this study are intended to benefit both academic circles and industry practitioners, offering them valuable knowledge and practical strategies to enhance brand loyalty through effective social media marketing initiatives
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    The mediating role of brand trust in the formation of brand loyalty within the South African retail banking sector
    (2021) Taoana, Mokgadi Cleopatra
    South Africa’s banking industry is a key strategic economic sector experiencing significant transformational changes that have been influenced by technological advancements, the influx of new entrants in the industry that traditionally had high barriers to entry, and rising expectations from service providers to deliver satisfying experiences to consumers. It is against this background that this study sought to investigate brand loyalty development within the South African retail banking industry by focussing on the effects that satisfaction, brand relationship quality (BRQ), customer advocacy, and brand trust have on brand loyalty. The premise of this study rests on the theoretical foundations of the social exchange theory and interpersonal relationship theory, both of which have been identified to explain brand loyalty. The study replicated the service loyalty measurement scale adapted by El-Manstrly and Harrison (2013) from Oliver (1997) four loyalty phases. A quantitative methodology using a convenience sampling approach in the form of online surveys was employed for the study with a total of 351 responses. To validate the measurement and structural equation modelling (SEM), Confirmatory Factor Analysis (CFA) was used. Five out of the eight hypotheses were supported by the data, indicating the direct positive relationships between satisfaction, customer advocacy, brand trust, and brand loyalty. The results indicate that brand trust does not mediate the relationships between BRQ and brand loyalty and customer advocacy and brand loyalty. This study provides marketing professionals in the retail banking sector of South Africa with insights into key drivers of brand loyalty development within retail banking