Electronic Theses and Dissertations (Masters/MBA)

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    The effects of COVID 19 on consumer mobile and online purchase behaviour
    (University of the Witwatersrand, Johannesburg, 2023) Chanetsa, Edphan Peter; Saini, Yvonne K.
    There obtains an acute paucity of research on the how Covid-19 impacted consumer online and mobile application purchase behaviour in South Africa. Much of the work done on the impact of the pandemic on consumer behaviour has primarily focused on one aspect: online purchase behaviour. This study sought to assess the effects of the restrictions of the novel Covid-19 virus on consumer mobile and online purchase behaviour. The main objective was to understand the impact of Covid-19 related restrictions on mobile application purchase intention in grocery shopping. Similarly, the study also sought to understand the impact of Covid-19 related restrictions on online (desktop/laptop) purchase intention in grocery shopping. An online survey was conducted wherein 345 responses were obtained. The study employed a mixed methodology approach with the primary analysis being done quantitatively employing path analysis to establish the existence of causal links between Covid-19 restrictions and consumer behaviour in terms of both direction and magnitude. Regression analysis was further carried out to corroborate the findings of the path analysis. The qualitative aspect of the analysis was primarily employed to buttress the results of the quantitative analysis. The results showed that Covid-19 had a significant and positive impact on mobile and online consumer behaviour in South Africa. The advent of the pandemic caused an increase in the uptake of alternative means of making grocery purchases. Specifically, the institution of Covid-19 restrictions produced a substitution effect wherein digital purchase platforms were preferred to in-store purchases of groceries. Consequently, all the hypotheses developed by the study proved to be robust as they were confirmed by the results
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    Purchase intention of South African youth and alcohol advertising through social media influencers
    (University of the Witwatersrand, Johannesburg, 2024) Mdlalose, Sikhanyiso; Dorson Anning, Thomas
    Purpose: The study aims to investigate the purchase intention of South African youth between ages 18 to 25 and alcohol advertising through social media influencers. Theoretical approach: The conceptual model of the study draws inspiration and synergies from the elaboration likelihood model theory, source credibility theory, social learning theory and source internalisation and source identification theories, based on previous persuasion and influencer marketing literature. Design/methodology/analysis: The study employs a quantitative research design, utilising self-administered questionnaires in the form of online survey as primary method of data collection. The study population consists of individuals between the ages of 18 to 25 who have internet access and active on social media. The study analysis is dominated by descriptive tests and multiple linear regression models to test given hypotheses. Findings: A total of 346 respondents data collected, the study affirmed positive correlation between social media influencers and purchase intent from alcohol advertising. It revealed that when people identify with influencers, they become attracted to them, they trust them more, and are more included to purchase advertised products, particularly alcohol in this study. Additionally, internalisation enhances trust and positive responses to advertisements. However, while influencer match-up affects purchase intention, influencer trustworthiness, attractiveness, and expertise seem to have less impact. Nonetheless, younger demographics tend to trust and identify with influencers, significantly influencing their product purchase decisions. Practical implications: Authorities must relook the adequacy of alcohol advertising regulations and practices in protecting impressionable youths from SMI advertising. It is also important to educate the youths that SMI advertising may not mirror true life realities and should be emulated with care or not be emulated at all. Originality/value: The study contributes to SMI marketing literature, within the context of alcohol advertising as well as youth in South Africa. There is lack of literature providing context of social media influencers and alcohol advertising in South Africa and Africa
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    Consumer Attitudes towards Mobile Marketing in South Africa
    (University of the Witswatersrand, Johannesburg, 2020) Payne, Colleen; Saini, Yvonne Kabeya
    Consumer attitudes towards mobile marketing is a relatively new and unexplored phenomenon in South Africa. However, a dearth of research on consumer acceptance towards mobile marketing in South Africa exists. Although studies have been shown in countries such as Turkey, not much has been done in South Africa in relation to consumer attitudes towards mobile marketing. The purpose of this study was to explore how consumer attitudes, such as irritation, credibility and personalisation affect the consumers’ purchase intent on mobile marketing. The demographics of the respondents consisted of more participating females which comprised 53% and 47% males, which indicates that the sample was generally gender balanced. The research philosophy and research design of this study followed a positivism approach which was analysed through a quantitative method using Correlation and Regression Analysis. An on-line questionnaire was sent out on Google Forms to 300 participants, of which 203 participants responded to the survey and the responses collected were exported to Microsoft Excel and then imported into a statistical package, namely IBM SPSS. The research results showed that there is a significant relationship between the variables such as credibility, irritation and personalisation. This relationship leads to a positive decision-making pattern for a consumer’s intention to purchase. Companies need to find more targeted and creative methods to better reach their consumers through mobile marketing efforts as part of their mobile marketing strategy
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    The effects of psychosocial factors on healthy lifestyle choices: the moderating role of normative beliefs and health consciousness
    (2020) Mokgethi, Kgaiso
    Noncommunicable diseases (NCDs) negatively impact people's lives worldwide, particularly in developing economies, and South Africa is no exception. Consumers' lifestyle decisions, which necessarily impact their well-being, play a significant role in NCDs. As a result, this study is predominantly driven by the health industry. This research supports the marketing fraternity in understanding the significant variables that influence consumer behaviour in relation to healthy lifestyles. The researcher has observed that health-oriented brands play a minimal role than brands that promote activities such as consuming fast foods, alcohol, and smoking. The purpose of this study was to investigate how key psychosocial factors influence lifestyle choices. The focus is on healthy living choices amongst South Africans. The key factors of this study include identity-based motivations, self-efficacy, consumer attitude, and consumer knowledge. In addition, the susceptibility to normative influence and health consciousness serves as interaction factors and the link between consumers’ healthy lifestyle attitudes and purchase intentions. An online survey questionnaire was conducted, and the data was collected through social media platforms, with a total of 493 respondents. The study tested seven hypotheses using Structural Equation Modelling. The research results confirmed that five out of the seven hypotheses were significant. The study results indicate that self-efficacy, a favourable attitude, and identity-based motivation have a significant relationship with healthy lifestyle choices. Knowledge was found to be insignificant. Previous studies confirm that for knowledge to have a significant relationship, it needs to be paired with appropriate interventions. The study also indicated that normative beliefs positively influenced consumer lifestyle choices and purchase intentions, whereas health iii consciousness as a moderating factor was insignificant. The findings will significantly contribute to the literature and theoretical knowledge on healthy lifestyle choices within an emerging market