Electronic Theses and Dissertations (Masters/MBA)

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

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Subject: search.filters.subject.Millennials

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    The diffusion of digital technology among Millennials and Gen X in the South African Aviation Industry
    (University of the Witwatersrand, Johannesburg, 2023) Kgodane, Kabelo; Magida, Ayanda
    As digital technology continues to shape the aviation industry, it remains unclear how millennials and gen x help or hinder the diffusion of digital technology in the workplace to improve usage and shape the passenger digital technologies in the industry. This study examines the impact of millennials and gen x on the diffusion of digital technology in the South African Aviation Industry. A qualitative approach was adopted, and 12 participants were purposively selected and interviewed (with an equal representation of millennials and gen x). The participants were asked questions relating to their role as contributors to passenger digital technologies in the industry and as passengers (consumers of passenger digital technologies). The data was analysed thematically using an inductive and deductive approach to capture the rich responses. Rogers’ Diffusion of Innovations theory underpinned this study and also informed the interviews and analysis of the data. The findings were in-depth insights that showed the two generational cohorts’ meaningful contributions in the workplace. Overall, the study found that millennials and gen x share similarities in their attitudes about the advantages and concerns of using passenger digital technologies in the workplace and showed differences in the challenges and disadvantages of using the technologies as passengers. Age, the social system, communication channels, and the role of time were found to play a big role in the diffusion process. The theoretical framework was useful in structuring the interviews and analysing the data collected using themes that emerged from the data and the framework. The findings indicated that the two generational cohorts belong to two important adopter category groups, which help the workplace diffusion process. This study contributes valuable insights that enrich the existing body of knowledge in the South African Aviation Industry. There are not many contributions related to the diffusion and usage of digital technology in the South African Aviation industry and in those that exist researchers use quantitative approaches to collect data. This study however illustrated the importance of using qualitative methodology in analysing the insights from the participants which provided a deeper
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    The impact of the coaching preferences and perceptions of South African millennial leaders on the success of leadership coaching
    (2022) Moodley, Lashan
    According to Stats South Africa, the majority of the leadership roles within the South African labour market falls within the millennial age group. It is therefore critical that businesses adapt and adjust their current development policies and procedures according to the needs of this generational group to ensure successful development and succession interventions. Coaching has only recently been used as a tool in the development of leaders. This study therefore looks at the preferences and perceptions of the millennial leader towards coaching and the impact this has on leadership coaching success. The generational diversity amongst managers, coaches and the millennial leader may contribute to the misunderstanding and a disconnect when it comes to the use of coaching as a tool to develop the millennial leader. It is therefore pivotal that coaches and managers understand the millennials’ perception and preference with regards to leadership coaching to assist in promoting successful coaching interventions. Both the concept of preference and perception is broad and therefore this study concentrates on the preference of how a millennial leader wishes to be coached, and the perception of the millennial leader regarding the characteristics of a coach in terms of the guidance offered, integrity of the coach and the relationship shared with the coachee. The findings of this study will therefore help both managers and coaches to adapt their approach when it comes to interacting and doing business with this generation of leaders. This was a quantitative cross-sectional study that was conducted amongst individuals born between 1981 and 1996 (i.e., the millennial generation). Primary data was collected with a sample size of 382 to identify behaviour and trends of the millennial leader towards coaching. In this study, all factors, except for the millennials’ perception regarding the relationship they share with the coach, had a positive influence on leadership coaching success. This finding is in direct conflict to the belief that the relationship shared with ii the coach is pivotal for coaching success. The study sought to provide guidance to both managers and coaches on how to approach the millennial leader when it came to adopting coaching as a leadership development tool. As a result of the findings of this study, a coaching model was developed and recommended to address the needs of the millennial leader. The study therefore aimed to contribute to the limited literature available on the millennial coachee and to assist businesses on adapting their approaches when dealing with this cohort of the workforce.
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    Brand humanisation: the impact of brand personality on customer loyalty - a Nike case study
    (2021) Mngadi, Lethinjabulo
    Purpose – The purpose of this research is to investigate the impact of brand humanisation through brand personality on brand loyalty among the South African youth consumers. Design/methodology/approach – the quantitative research method by means of an online questionnaire distributed through social media and online database was used to collect the data from a total of 200 Millennials. The sample was selected through purposive non-probability sampling. The Structural Equation model (SEM) analysis technique was used to test the hypotheses. Findings – The study aimed to investigate the relationship between brand personality and the mediating influence of brand awareness, brand engagement, brand perception and brand perception which few studies have explored in one study. Evidently, the findings do indicate that brand personality has a direct effect on brand loyalty, of which brand loyalty has a positive significance on purchase intention, making the main research purpose true. Furthermore, in the complexity of further proving a positive relationship between brand personality and customer loyalty, brand engagement and brand resonance as mediating variables are also supportive. This means that brand awareness and brand perception are the only two mediating variables that are disproved in this research. Research limitations/implications – This study contributes to literature on South African Millennial consumers, clothing apparel marketing and global emerging markets. The major gaps and weaknesses identified in the field of brand humanisation and brand loyalty in the literature review stage of this research are summarised as a lack of empirical research on the impact of brand humanisation through brand personality on brand loyalty in the South African context, and a lack of studies from emerging markets. Originality/value – The key practical contributions of this research study was to provide adequate literature and data to enable marketing practitioners to see the importance of brand humanisation, its impact on brand loyalty and utilising brand humanisation tools in their brand strategies to increase brand loyalty. Furthermore, to provide insight into the Nike brand and how Nike can, through understanding the importance of a strong brand personality, positively leverage off their brand personality-based campaigns to increase customer purchase intentions and customer loyalty
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    The role of electronic word-of-mouth on customer-based brand equity and purchase intention by Millennials in South African
    (2020) Kgonare, Boitumelo
    This paper examines the effects of negative electronic word of mouth (eWOM) performed on social network sites towards customer-based brand equity and ultimately, the effect this may have on purchase intention by South African Millennials in the specific industry of telecommunications. Customer-based brand equity is a widely referred marketing concept used as insight in understanding customer value and the relevance of brands in the marketplace. As organisations embark on building strong brand equity, ultimately it is the customer that decides how significant the brand is to them and gauges the success of the brand. The main variables of the study that make up customer-based brand equity are brand loyalty, perceived quality, brand awareness and the strength of brand association outlined by (Aaker, 1991; Keller, 1993). This study embarked on testing the unfavourable situation of negative electronic word of mouth shared on social network sites and the impact on the antecedents of customer-based brand equity which would evidently discourage purchase intention. The exponential growth and adoption of social network sites as we embrace the digital era has offered marketers an opportunity to advertise their brands online and to engage their target audience with a more relevant, instantaneous content. This study focused specifically on Millennials, a generational cohort of wide interest in marketing and business in general, because of their sheer size in South Africa and their purchasing power, a cohort that is highly invested in brands and is the driving force of social media adoption (Rodney & Wakeham, 2016). The study also focuses on the telecommunications industry and the top mobile carrier brands (Vodacom, MTN, Cell C & Telkom) that possess the strongest brand equity in the market according to (BrandSA, 2017). The research methodology adopted an online cross-sectional survey where they completed a questionnaire adapted from previous studies was used. The results of the empirical study supported some of the hypothesised statements, however dispelled two of the constructs. The findings are that negative electronic word of mouth has detrimental effects on brand loyalty, perceived quality and ultimately, purchase intention. However, the results did not hold the same premise in that negative word of mouth had a negligible impact on the strength of brand association that Millennials hold towards telecommunication brands. ii The managerial implications of this study is for telecommunication companies to proactively monitor and track negative eWOM diligently by investing in the technology and social media tools that allow this level of tracking; this data builds invaluable customer insights that will allow them to implement mitigating brand marketing campaigns to regain trust with Millennials and reinstate the brand loyalty levels and tainted perceived quality. Through this, they will be able to continue to dominate brand resonance amongst Millennials who need this service. The theoretical implications are the addition to the study of negative electronic word of mouth which is underdeveloped in South Africa, albeit the growing adoption of social network sites, and the impact these have on the broad construct of customer-based brand equity reflecting a negative relationship. The study further contributes to the study of purchase intention, however it is extended because we look at the negative impact of the spread of negative eWOM towards brand loyalty, perceived quality, brand awareness and the brand association.