3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item Mobile marketing as an antecedent of creating brand awareness in South Africa(2019) Lamola, Medupi JohnThe use of social networking sites as enablers of engagement between people is growing as more people are getting access to technology. Researchers in developed countries have studied how people engage on social networking sites and the role played by brands in that engagement (Hollebeek, Glynn & Brodie, 2014). A lot still needs to be uncovered in emerging markets like South Africa to bridge the knowledge gap that exists. The aim of this study was to investigate if mobile marketing was an antecedent of creating brand awareness in South Africa. It fills a gap in emerging markets that showed apathy by brands and marketers alike in adopting social networking sites as strategic business tools, hoping this technology would disappear (Maduku, Mpinganjira, Mercy, 2016). The variables of user experience and social media usage were examined to see if they influenced online consumer engagement. Online consumer engagement was studied to determine if it had any influence on brand awareness. An online survey was conducted using Qualtrics software to collect data from 223 respondents through convenience sampling method. A quantitative analysis of collected data was statistically examined by running multiple linear regression, studying correlation between variables, analysing variance and observing coefficients as well as using graphs to plot the results. The results revealed that mobile marketing was indeed an antecedent of creating brand awareness. The study proved that user experience and social media usage had an influence on online consumer engagement respectively, and so did online consumer engagement on brand awareness, thus supporting the findings by Hollebeek et al,.(2014). It is recommended that marketers should leverage mobile marketing and other opportunities brought by social networking sites to create brand awareness. Future research should consider the influence that other elements of digital marketing such as social media management, search engine optimisation, online advertising, etc. have on brand as well as on engagement (Hollebeek, Glynn & Brodie, 2014; Tsai & Men, 2013; Yoo Donthu & Lee, 2000). Researcher should study other available social networking sites in emerging markets such as MySpace, WeChat, Tumblr, etc. to observe online consumer engagement and brand awareness in those networking sites (Hollebeek et al, 2014; Pfeil, Arjan, & Zaphiris, 2009). Researchers should also conduct qualitative research with social networking sites users to explore the perceptions of different age groups. Keywords: Social networking sites, mobile marketing, social media marketing, user experience, social media usage, online consumer engagement, brand, brand awareness, digital marketing, emerging marketsItem An investigation into the influence of mobile marketing on consumers(2016) Makhoba, Melusi MaxwellOver the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this literature is to provide a comprehensive framework intended to guide research efforts focusing on mobile marketing via SMS/MMS as well as to aid practitioners in their quest to achieve mobile marketing success. The literature is built around brand equity and awareness and whether this form of direct marketing enhances the brand. It begins with a brief background to the research situation. Mobile marketing is also defined and the researcher also looks at mobile marketing in South Africa. The researcher also outlines mobile marketing from marketing communications mix perspective and provides a comprehensive overview of the benefit of mobile marketing. The literature concludes with a detailed description of, what’s in it for companies, along with speed and simplicity of this form of direct marketing.Item Perceived mobile interactivity influence on usability and mobile marketing acceptance in the informal hair-care business(2016) Zulu, Valencia MelissaThe African hair-care business has become a multibillion-dollar industry, stretching from India to china attracting global retailers such as Unilever and L’Oréal. The African hair-care market will continue to grow, especially in the informal sector where it is said to employ about 1.5 people per business on permanent basis. In order for small businesses’ performance to improve in emerging markets, especially in the informal sector, improving their marketing skills is quite essential. Mobile marketing is cost effective and can be utilised to benefit both marketing practitioners and consumers. This is imperative in the informal hair-care industry, where businesses generally lack financial resources and therefore do not have a budget to spend on marketing and advertising. The mobile phone therefore becomes an important marketing channel to reach customers and increase profitability in informal hair-care businesses, yet there has not been much academic research conducted on this and little is known about the factors that might influence mobile marketing acceptance. The purpose of this study is therefore to bridge the gap by investigating perceived mobile interactivity influence on usability and mobile marketing acceptance in the informal hair-care industry in South Africa. A quantitative study was conducted using a sample of 312 informal hair-care business operators in the Johannesburg area. Given the nature of the informal sector, a nonprobability sampling method, known as convenience sampling, was used for data collection. For analysing and interpreting data, Structural Equation Modelling (SEM) approach was utilised. The study findings indicate that perceived interactivity dimensions (control, responsiveness and nonverbal information) have a positive effect on mobile phone usability and lead to mobile marketing acceptance. However, the findings showed a negative relation between perceived personalisation and mobile phone usability. This study aims to contribute to mobile marketing literature, be of benefit to Small, Medium and Micro-sized Enterprises (SMMEs) policy makers and add value to the field of marketing. Key words: perceived control, perceived responsiveness, nonverbal information, perceived personalisation, mobile phone usability, mobile marketing acceptanceItem The impact of mobile banking on the bottom of the pyramid consumers in South Africa(2017) Tshabalala, ThobileMenstrual Hygiene Management is a process of keeping clean by girls and women through washing, changing and disposal of sanitary protection during their monthly periods. When schools provide a conducive environment for girls to manage their menses, girls become empowered and confident to participate in education without fear and embarrassment. Lasi High school in Mpolonjeni constituency is a rural school in low income settings whose girls like many girls in the area have to manage their monthly menstruation. The purpose of this study is to explore the experiences and practices of rural school girls in Mpolonjeni community in managing their menses. A qualitative exploratory and descriptive study was undertaken through focus group discussions. The researcher managed to purposively select a sample of two focus groups with ten participants, each, three teachers and the Deputy Head Teacher. The study finding reveals that girls experience a number of challenges when managing their menses in the school setting which the school administration is not entirely aware of. Some of the issues raised by the girls can be addressed without unreasonable costs implications but through empathy and general support. The study recommends a further investigation for Education and school policies that will enhance enabling school environments to support girls in managing menstruation at school.