Wits Business School (ETDs)
Permanent URI for this communityhttps://hdl.handle.net/10539/37941
Browse
2 results
Search Results
Item Evaluating the factors that influence news preferences on digital platforms(University of the Witwatersrand, Johannesburg, 2024) Khumalo, Zama Xolile; Mosala, ThaboThe ‘always connected’ nature of digital media means that reaching and connecting with consumers is more difficult than ever. Evaluating the factors that South African consumers use for news preferences is important, as these will provide new media organisations with insights on how consumers navigate, manage, and process the infinite news content that is aggressively vying for their attention on digital platforms. The Uses and gratifications (U&G) theory is a powerful media-use framework to decipher consumer motivation for media preference. Recent adaptations of U&G theory describe three critical dimensions namely, content, social and process. A confirmatory factor analysis was used to examine whether the measures of the three constructs are consistent in the South African news mediated context. The study found content and process factors as the most significant when making news preferences. Whilst social gratifications factors as least influential to consumers.Item The impact on brand product sales of transitions from traditional to digital marketing solutions(University of the Witwatersrand, Johannesburg, 2023) Sekati, MosekiA lot of FMCG companies have been investing money in marketing activities with the aim of improving their business sales turnover, and this has been seen in both traditional marketing and digital marketing. However, literature show that there has been lack of knowledge on which strategy, digital or traditional, to invest in and what their benefits are. This study serves to address the identified research gap with regards to FMCG companies in South Africa. The main objective of this study is to investigate the positive effect of investment, implementation and understanding of digital marketing on financial performance. This study engages a quantitative research approach and collection of data through a research questionnaire that was constructed to answer the research questions. A causal design with a purposive sampling technique was used to collect data from a sample size 100 participants. The data was analysed using SPSS. The research findings had 4 out of 5 the hypotheses that were found to be significant, and another 6 th additional hypothesis that was computed. These hypotheses proved that investment in digital marketing; implementation and utilization of digital marketing have a positive impact on financial performance; and utilization of traditional marketing has a positive impact on financial performance. The 6 th computed hypothesis test showed that financial performance has an impact on preference for digital marketing. Companies in the FMCG and students in marketing can benefit from the finding of this study. This study makes recommendations for future research for understanding or knowledge of digital marketing, and what other important operations are a benefit of digital marketing