3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item The effect of social media advertising on brand image of motor vehicles in South Africa(2018) Hoeanat, RethabileThe automotive industry has experienced immense pressure as a result of global factors - inflation, competition, technology and political factors. Changing trends in consumer expectations have put the automobile industry under increasing pressure with more choices available. The practise of using Social Media Advertising by organisations and clients has revolutionalised the advertising and business landscape as it might be the most cost-effective way that organisations can promote their goods and services in the future. The marketing environment has evolved and marketers need to keep up and find innovative, cost effective ways to build brands. The main aim of this research was to examine the effects of Social Media Advertising on Brand Image of motor cars in South Africa. The study was grounded using 2 theories , AIDA (Attention, Interest, Desire, Action) and DAGMAR models. Social media involved the use of Facebook, Twitter, Instagram and Linkedin social media platforms. The study introduced the Keller Model of Brand Knowledge and investigated the relationship between Social Media Advertising, Brand Image, Types of Brand Associations, Benefits (Functional, Symbolic and Experiential) and Attitudes. The research design entails a quantitative approach and involves a cross sectional study design. The sample (N = 254) comprises owners and drivers of motor vehicles. A snowball sampling technique was used in selecting the final sample for the current study. This method was the most practical and feasible to arrive at the selected sample. The data involved a 2 phased approach. This study emphasises the use of Social Media Advertising in brand building strategies, particularly through social media platforms - Facebook, Twitter, Instagram and LinkedIn. The findings also suggest that through social media platforms consumers’ attitudes are influenced towards advertising, brands and intentions in forwarding messages to other users. The conclusions of this study have implications for brand managers. The study reveals practical value because it demonstrates that social media activities do have a positive effect on brands because they are supportive of the buying process.Item Strategic alignment of information technology and business(2016) Coetze, Maarten Jacobus PetrusThe importance of information technology (IT) strategic alignment with organisational goals is considered and discussed. Internal and external factors that affect this alignment are identified. A method to strategically align business and IT is developed. A case study methodology was used, which relied on both quantitative and qualitative methods. The focus of the case study is the School of Mechanical, Industrial and Aeronautical Engineering, University of the Witwatersrand, Johannesburg, South Africa. The research identified current IT alignment barriers and the special requirements of this domain by conducting interviews, using questionnaires and focusing on relevant strategic documentation. Data from the case-study environment was used to identify strengths, weaknesses, opportunities and threats. The researcher identified a lack of commitment on the part of management both within the School and in the broader University to the University’s strategic objectives as the main obstacle to IT and business strategic alignment. A revised IT strategic plan is developed for the School.