Electronic Theses and Dissertations (Masters/MBA)

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

Browse

Filters

2023 - 20242

Settings

Subject: search.filters.subject.POPIA

Search Results

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Awareness of cookie deprecation and implications for digital marketing strategies in South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Pillat, Celeste
    The phasing out of third-party cookie tracking in response to regulation to protect personal information, poses a challenge to Digital Marketers and personalised communication to customers. The paradox between privacy and personalisation is a new concept and as such the purpose of this study was to understand whether Digital Marketers are aware of cookie deprecation, the impact on Digital Marketing strategies and the approach to personalisation. An explorative qualitative design was chosen for the research, employing phenomenological methodology. The sample comprised of digital marketers, analysts, and media specialists for diverse perspectives. Data was analysed using interpretative phenomenological analysis, with thematic network analysis helping to find connections in data. The findings suggest that while Digital Marketers are aware of cookie deprecation, many are unaware of the possible impact on their strategies, or how to approach changes. Change was about a common theme with a pervasive undertone of anxiety. Digital maturity was an important factor for evaluating technological change, with gaps in future ready skills identified. The implications of cookie deprecation were extensive, surfacing a heavy reliance on first-party CRM data at the core for personalisation in strategies. Further implications include the ad-tech ecosystem needing to adopt innovative alternate methods of tracking which also impacts publishers, measurement and tracking. Regulation impacts companies and the need to ensure data collection is compliant. The importance of privacy in digital marketing strategies remains crucial as change is constant
  • Thumbnail Image
    Item
    The impact of the Protection of Personal Information Act on online consumers’ privacy concerns
    (University of the Witwatersrand, Johannesburg, 2023) Mosakoa, Panki Patrick
    Globally, consumer privacy remains a major concern when shopping online and merchants are collecting and using personal information. However, many nations have been responding with personal data protection laws to protect individuals’ human rights to privacy. In South Africa, the government introduced the Protection of Personal Information Act (POPIA) in 2013 and fully enacted in July 2020. This study aimed to investigate the impact of POPIA on online shoppers' privacy concerns by examining consumer privacy concerns before and after POPIA was introduced and also determine the extent to which knowledge of POPIA has influenced online privacy concerns. A quantitative methodology using descriptive statistics and hypothesis testing was adopted to guide the analysis of data collected from a random sample drawn from students of one South African university using a pre-designed questionnaire. The results support the hypothesis that online shoppers' privacy concerns have not changed before and after the POPIA enactment. The descriptive statistics revealed that online shoppers lack knowledge of POPIA and still have concerns about the safety of their personal information, credit card and identity information theft, and impostor online organisations. With increased data breaches and deliberate information disclosure, these concerns prevent consumers from shopping online because of personal information safety fears. It is recommended that policymakers introduce more awareness campaigns and case laws of the legislation to the public. Organisations can invest more in employee training and development initiatives on POPIA regulations, POPIA compliance on internal systems, and online platforms to sensitise staff and minimise possible litigation