Electronic Theses and Dissertations (Masters/MBA)

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

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    Online Advertising and Consumer Engagement for low and high involvement purchase decisions
    (University of the Witwatersrand, Johannesburg, 2024) Mhlaba, Nontuthuko Emelda; Saini, Yvonne K
    This research studies the relationship between online banner advertising, consumer engagement dimensions and low and high involvement purchase decisions. Advertising influences customer engagement (Daven and Sari, 2021), and consumer engagement for online banner advertisements is expressed differently depending on purchase context i.e. high and low involvement products. Marketers use a similar approach to advertise low and high involvement products online, without differentiating how affective and cognitive dimensions of engagement influence consumer purchase decisions for low and high involvement products. Using the elaboration likelihood model, the study proposes that online advertising and consumer engagement dimensions, specifically the cognitive and affective dimensions, affect low and high involvement purchase decisions significantly. A self-administered survey designed on Qualtrics was distributed via online channels such as WhatsApp, LinkedIn, Facebook, and Instagram. Using a random snowball sampling method, a total of 305 responses were collected. The study tested 8 hypotheses and data from the study was analysed using structural equation modelling on SPSS. The results of the study indicate that online banner advertising has a significant relationship with cognitive and affective consumer engagement for high and low involvement products. The results also reveal that cognitive and affective consumer engagement has a positive relationship with both low and high involvement purchase decisions. The study confirms that dimensions of engagement do influence online advertising outcomes as well as purchase decisions for low and high involvement products. This study contributes to theoretical literature on online advertising and dimensions of consumer engagement in low and high involvement purchase contexts, the study also has practical implication in that it broadens marketers’ awareness of cognitive and affective engagement influences on high and low involvement purchase decisions, specifically for online banner adverts.
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    The impact of social media marketing on perceptions of brand knowledge : The case of the government employees’ pension fund (GEPF)
    (University of the Witwatersrand, Johannesburg, 2023) Dandala, Gcinasonke; Chalombe, Nakuze
    The goal of the research was to examine the effect of social media marketing activities on brand knowledge, defined as brand awareness and brand image (Keller, 1993).The social media activities selected as independent variables for this purpose were firm generated content (FGC) and consumer engagement (CE). The study was conducted within the context of the Government Employees Pension Fund (GEPF), Africa’s largest pension fund by assets under management. The population of the research was comprised of GEPF clients defined as members, pensioners and beneficiaries all of whom have a direct interest in the communication activities of the GEPF. The clients were required to have personal accounts on the social media platforms of Facebook and/or Twitter in order to be part of the study. The quantitative research method was used, with research data obtained via an online questionnaire shared on two carefully identified private Facebook groups. A total of 188 followers from the groups fully completed the survey. Multiple regression analysis using SPSS was then used to analyse the collected data. The results of the study confirmed that the social media marketing activities of firm generated content and consumer engagement have a significant and positive effect on the attributes of brand awareness and brand image. Furthermore, the study indicated that consumer engagement has a more significant impact on the variables than firm generated content. The study enhances the gaps in research regarding the impact of social media activities on brand knowledge as articulated by Zahoor and Qureshi (2017) that there is still considerable scope to quantify the relationships between social media marketing and the dimensions that comprise customer-based brand equity.