School of Business Sciences (ETDs)

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Two Perspectives Study of the 4Ps of Brand Leadership for two African Brands: Effect of Employee Customer Oriented Behaviours and Brand Admiration
(University of the Witwatersrand, Johannesburg, 2024) Olumide-Ojo, Nkiru Juliet; Duh, Helen Inseng
A Brand leader is viewed in four dimensions of being relatively superior in the marketplace (brand quality), provides relatively high financial value compared to costs (brand value), is relatively open to new ideas and solutions (innovativeness) and has high brand awareness, preference and consumption (popularity). Being a brand leader brings a myriad of both financial and non-financial benefits, such as customer and employee brand admiration, profitability, and market share. Dangote and DSTV are consistently ranked as two of the top admired and brand leaders in Africa, but research is yet to be conducted as to the varied determinants of the brand admiration and leadership. Considering that African brand leaders are diverse in terms of the person and people behind the brand, segments they serve, the product and services that they offer and the place/country of origin, this study develops and tests these aspects into 4Ps of brand leadership (person, people, product and place). Guided by the social exchange, social identity, and brand-specific leadership theories, this study integrated ideas from Aaker et al. (2012), Park et al. (2016) [for product factors], and elements of the models of Adehn et al. (2016) [for place factors], Tuan (2012) [for person factors], Löhndorf and Diamantopoulos (2014) [for people factors] and Chiu and Cho (2021) [for the four dimensions of brand leadership] to examine the product, people, person and place (4Ps) factors impacting brand admiration and resultant brand leadership of Dangote and DSTV brands. An integrated conceptual model was developed that was to be tested in two perspectives. The person factors (brand specific transactional and transformational leadership) and the people factors (employee-brand fit, employee brand knowledge, employee brand belief, employee brand congruent behaviour, perceived organizational support and organisational identification) were hypothesised to first impact employee customer-oriented behaviour before influencing the four dimensions of brand leadership through brand admiration. The product factors (enabling, enticing and enriching benefits, warmth and competence) and place factors (product and service availability, basic country image, product-country image, category-country image) were hypothesised to impact brand admiration and in turn influence the four dimensions of brand leadership. A positivism philosophy with quantitative methods was used for data collection and analyses and to test the employee and customer models. After assessing and confirming measurement model for reliability and validity, a partial least square structural equation modelling (PLS-SEM) with SMART-PLS V4 was used to test the models and hypotheses considering the multi-variate nature of the relationships. The results showed that for Dangote employees, only perceived organisational support (people factor) significantly impacted employee customer-oriented behaviour. Because of low Dangote employee sample size (i.e., 143), most of the relationships were not significant. For DSTV, and with a higher employee sample size (i.e., 169), four people factors (i.e., employee-brand fit, employee brand knowledge, employee brand belief, and perceived organizational support) and one person factor (i.e., transactional leadership) significantly impacted employee customer-oriented behaviour). Additionally, and for only DSTV employees, brand admiration significantly impacted all four dimensions of brand leadership. In v terms of Dangote customers, brand admiration was influenced by only functional product factors of brand competence and enabling factors and place factors of product and services availability and product country image. Dangote customers brand admiration significantly impacted all four dimensions of brand leadership. For DSTV customers the 4Ps that significantly influenced admiration were person factors (customer appreciation of brand-specific transactional leadership); people factors (customer appreciation of employee customer-oriented behaviour); product factors (brand warmth, enabling and enriching benefits) and place factors (product and service availability, basic country image, and category-country image). DSTV customers brand admiration also significantly impacted all four dimensions of brand leadership of brand quality, value, popularity and innovativeness. Multigroup analyses conducted should that there were some significant differences in how some 4Ps factors impacted brand leadership though brand admiration from customers perspective and not employee perspective. The customer perspective model of Dangote explained 73% of changes in brand admiration, 23.8 % of brand innovativeness, 23.1% of brand popularity, 42.9% of brand quality and 12.2% of brand value. Conversely, the customer perspective model of DSTV explained 88.1% of brand admiration, 62.5% of brand innovativeness, 31.4 % brand popularity, 48.8% of brand quality and 45.4% of brand value. The explanatory powers of the employee models were weak probably because of the low sample size and the many constructs deleted from further analyses. This study makes theoretical and practical contributions. Theoretically it makes interdisciplinary contributions into the fields of brand management, human resource management and consumer behaviour. It develops the first 4Ps of brand leadership by demonstrating the pathway through which brand leadership can be gained from employee and customer perspectives and through employee customer-oriented behaviour and brand admiration. The 4Ps and the integrated models can be used to identify determinants of brand admiration and leadership for other leading brands in Africa, emerging economies and developed countries. Practically the managers of leading brands can get insights into important people, person, product and place factors that can drive brand admiration and leadership. For example, and for employee perspective, it was found that perceived organizational support is important for both Dangote and DSTV if employee customer-oriented behaviour (ECOB) is to be achieved. ECOB is a good determinant of customer brand admiration and resultant brand leadership, especially shown in the case of DSTV. In the customer perspective, enabling benefit and product and services availability which are all functional product and place factors are common and important factors if brand admiration and resultant brand leadership are to be achieved.
Supply Chain Resilience and Carbon-Neutral Supply Chain Performance: Examining the Mediating and Moderating Role of Information Sharing Capability
(University of the Witwatersrand, Johannesburg, 2024) Nyamvura, Elliot
his study investigates the impact of supply chain resilience (SCR) on carbon-neutral supply chain performance (SCP), focusing on the mediating and moderating roles of information-sharing capabilities. Conducted within the food manufacturing and retail sectors, the research highlights how SCR, characterised by preparedness, alertness, and agility, is crucial for sustaining operations and achieving carbon neutrality amidst disruptions. The findings underscore that robust information-sharing capabilities enhance the effectiveness of SCR, enabling organisations to better manage disruptions, reduce inefficiencies, and lower carbon emissions. By fostering collaboration and communication among supply chain partners, firms can optimise logistics, engage suppliers in sustainable practices, and enhance overall environmental performance. This study provides empirical evidence supporting the integration of SCR and information-sharing capabilities as strategic tools to achieve carbon-neutral goals. The insights gained offer valuable implications for policymakers and business leaders aiming to balance economic growth with environmental sustainability. The research contributes to the existing literature by providing a comprehensive framework that underscores the importance of SCR and information sharing in achieving sustainable supply chain practices. It also suggests that adopting a holistic approach that includes these factors is critical for businesses transitioning to a low-carbon economy.
Growth effects of human capital and innovation in small and medium sized South African firms before and after the Covid-19 pandemic
(University of the Witwatersrand, Johannesburg, 2024) Maingehama, Francisca Nyasha; Callaghan, Chris
This thesis examines the growth of small and medium-sized enterprises (SMEs) in South Africa before and after the COVID-19 pandemic. The COVID-19 pandemic introduced new challenges, which makes this research relevant for contemporary issues in firm growth. The problem addressed in this study was the need to understand how various factors, such as human capital, innovation, entrepreneurial orientation and motivation, affect SME growth. Previous research has focused mainly on organisational-level determinants without considering how these factors interact in a post-COVID-19 context. This gap is particularly relevant in South Africa, where SMEs face high failure rates despite efforts to support entrepreneurship. The study filled this gap by exploring the specific growth dynamics of SMEs in this contemporary and challenging context. Several key research questions guided the study and aimed to achieve two main objectives. The study used a two-phase methodology. First (Phase 1), it systematically reviewed the literature to synthesise knowledge on human capital, innovation, and firm growth before the COVID-19 pandemic. The systematic literature review analysed 206 articles published between 2000 and 2020 using descriptive statistics, bibliometric analysis, and content analysis to synthesise pre-pandemic research. Secondly (Phase 2), it developed and tested a theoretical model to understand the relationship between human capital, innovation, entrepreneurial orientation, motivation and SME growth in South Africa post- pandemic. In this phase, primary data was collected using a structured questionnaire with 497 responses from small firm owner-managers and analysed using Smart PLS (version 3.2.9). This research adopted a positivist philosophy, focussing on empirical patterns and causal relationships. Key findings indicated that innovation mediates the relationships between entrepreneurial orientation, human capital, and the growth of SMEs. Human capital has a direct impact on firm growth in the post-pandemic context. At the same time, motivation significantly mediated the link between entrepreneurial orientation and growth, though its effect on the human capital-growth relationship was less pronounced. This study advances knowledge by providing a detailed analysis of SME growth determinants in a post-pandemic context, offering a customised theoretical model for South African SMEs. This study also has practical implications, providing insight for SMEs and policymakers to enhance innovation capabilities and adapt strategies to post-pandemic challenges. Future research could explore the long-term ii impacts of COVID-19 on firm growth, the role of additional contextual variables, and comparative studies in different regions or sectors.
Determinants of Corporate Social Innovation in South Africa’s Commercial Banking Sector
(University of the Witwatersrand, Johannesburg, 2024) Larbi, Lee; Venter, Rob
This study is situated within the realm of Social Innovation (SI), specifically focusing on Corporate Social Innovation (CSIn) within the South African commercial banking sector. Addressing a significant gap in the understanding of the determinants of CSIn within this context, the study draws upon Institutional Theory and Social Capital Theory to extend theoretical insights in the domain of SI. While traditional Corporate Social Responsibility (CSR) practices often view social and environmental issues as external to core business strategy, the concept of Creating Shared Value (CSV) has emerged, emphasising the creation of economic value while addressing societal challenges. Employing a sequential mixed methods approach, the study first administered a seven-point Likert scale questionnaire to 219 CSR professionals within commercial banks in South Africa. Subsequently, semi-structured interviews were conducted with 14 CSR senior managers and leaders to deepen the findings. Path analysis and Confirmatory Factor Analysis (CFA) were used for quantitative analysis, revealing positive and significant relationships between management support, transformational leadership, and internal social capital with CSIn in South African commercial banks. Furthermore, the study found that internal social capital mediates the relationship between transformational leadership and CSIn, and that transformational leadership mediates the relationship between management support and CSIn, as well as social proactiveness and CSIn in South African commercial banks. The qualitative phase of the study involved thematic analysis of interview data to complement the quantitative findings. Methodological triangulation was employed to enhance the validity of the iii results. Given the underdeveloped and empirically lacking literature on CSIn, particularly in the commercial banking industry, this study makes a substantial contribution by identifying key determinants and enriching the theoretical understanding through empirical insights. It underscores the importance of social innovative behaviours within banks in addressing societal challenges, fostering a culture of social innovation that contributes not only to meeting Environmental, Social, and Governance (ESG) targets but also brings numerous implicit benefits.
Fostering the retention of talented and skilled employees by understanding the motivators of employee turnover intention from a South African SMME perspective
(University of the Witwatersrand, Johannesburg, 2024) Edayi, Juliet; Venter, Robert
Current small, micro and medium-sized enterprises (SMMEs) are concerned about understanding the preliminary factors that prompt employees to leave their organisation (i.e., labour turnover intention) rather than to wait, only to be left to deal with the disruptive and costly consequences of actual employee turnover. The extant literature has widely provided evidence to justify that employee turnover is very destructive and presents many costs for organisations due to its counterproductive nature. South African small and micro businesses constantly endure high rates of employee turnover as other businesses (especially big companies) are frequently poaching highly skilled workers. This burden has made it increasingly challenging for SMMEs to keep, particularly highly skilled and high-performing employees, whose talents are highly sought after and are paramount to their firm’s overall success and sustainability. Therefore, this study was conducted from an SMME context so as to equip small and micro business employers with fresh insights on how proactively adjust their employee retention strategies and foster their continued survival and long-term growth. Moreover, the South African labour market has a limited number of high-performing and brilliant employees who eventually become assets to the business once hired, thus creating a need to retain such talented personnel. The shortage of skilled labour coupled with the high costs of attracting, hiring and training new employees proffers a compelling need for scholars to actively direct their research attention to unravelling this phenomenon of labour turnover intention. Research outputs will positively equip SMME practitioners with the relevant and proven information for them to devise well-informed retention strategies before employees’ intention to quit the organisation manifests itself into an actual turnover. This study sought to achieve a meaningful understanding of the interplay between the complex relationships that exist between the selected variables and to establish how this comprehension can aid SMME practitioners in effectively reducing employee turnover rate to a reasonable proportion. For this study to establish this ultimate goal, an empirical investigation was done amongst employees in selected SMMEs in Gauteng province of South Africa. A conceptual framework that depicted all the relationships was developed and several hypotheses were formulated based on the evidence from the extant literature. This study utilised a cross-sectional research design through a quantitative-based method. A structured questionnaire was formulated and was administered in-person, and additionally distributed via emails. Data was gathered through non-probability convenience sampling, whereby 338 valid responses were received from employees across the selected SMMEs in Gauteng. iv Descriptive statistics (e.g., item analysis, Cronbach’s alpha computation) and bivariate correlation analysis were analysed using SPSS v 28 and inferential statistics were analysed through Structural Equation Modeling was undertaken using AMOS v 28. While the findings of this study corroborated the outcomes that were submitted by earlier scholars, some fresh and exciting directions in the associations between specific variables were established. This study eventually submitted a unique conceptual model that depicts the validated interactions between the study variables. It is believed that the confirmed associations detailed in the conceptual model will be used as guidelines for small and micro business practitioners to meaningfully and effectively manage employee turnover intentions while simultaneously fostering the retention of talented and high-performing workers. This investigation concluded by recommending that a similar study must be replicated using a mixed-method approach that applies probability sampling and longitudinal research design so as to address the methodological shortcomings that characterised this study.
Mobile banking apps curation: Assessing the factors that influence mobile banking’s continuous use amongst Millennials and Generation Z
(University of the Witwatersrand, Johannesburg, 2024) Mashishi, Neo; Zulu, Melissa
The proliferation of mobile banking platforms and the widespread use of intelligent devices like smartphones and tablets have caused a paradigm change in the banking industry in recent times. Millennials and Generation Z (Gen Z), dubbed the "digital natives," make up most of these service consumers. Millennials and Gen Z are increasingly using mobile banking apps, which has transformed how financial services are delivered. Nevertheless, despite being widely adopted, banks need help to ensure the continuous use of these apps to sustain a devoted and loyal consumer base while competing in the market. This study, therefore, investigates the factors influencing Millennials and Gen Z's continuous use of mobile banking applications. Five theoretical frameworks have been adopted to direct the research inquiry: Computers As A Social Actor (CASA), Expectation Confirmation Theory (ECT-IS), Social Response Theory (SRT), Task Technology Fit (TTF), and the Unified Theory of Acceptance and Use of Technology (UTAUT). The study adopted these frameworks based on their theoretical and empirical applicability and ability to provide perspectives into the variables impacting Millennials and Gen Z's continuous use of mobile banking apps. The study employed SPSS (Statistical Package for the Social Sciences) for the analysis of descriptive statistics. To validate the theoretical model and investigate the interactions between variables, Partial Least Squares Structural Equation Modelling (PLS-SEM). PLS-SEM, Smart PLS software was used to assess the validity and reliability of the constructs as well as the strength and importance of the proposed paths in the structural model was made possible by the PLS-SEM methodology. This provided an overview of the dataset and made it possible to do a thorough analysis by outlining important features like means, frequencies, and standard deviations. The research used quota sampling for a sample size of 505 participants. The study's conclusions indicate that there is a substantial correlation among perceived anthropomorphism, expectation confirmation, service quality of mobile applications, mobile banking app satisfaction, technology fit, and consistent usage of mobile banking apps. The study’s goal is to advance our understanding of the field of banking and financial services marketing. The banking sector can apply the findings and insights to differentiate its offerings from its competitors and gain a competitive edge while potentially boosting profitability.
The use of Social Media and Marketing Analytics to improve Marketing Decision Making in Independent Apparel Retailers in Gauteng Townships
(University of the Witwatersrand, Johannesburg, 2024) Masia, Willie Shemane; Zulu, Melissa
sis. The findings reveal that township-based independent retailers predominantly utilise Facebook and Instagram as their primary marketing channels. Social media platforms facilitate direct customer interaction, enabling retailers to attract and engage customers through inquiries, polls, product showcases, and customer service interactions, thereby nurturing new leads. This study aims to enrich the field of marketing management by elucidating the effective utilisation of social media and marketing analytics by independent retailers in township settings. The insights garnered hold potential value for policymakers in devising training policies that incorporate practical social media and marketing analytics tools, empowering township-based retailers to navigate the competitive landscape more adeptly.
The role of trust and sustainability on customer-to-customer purchase behaviour of second-hand goods on Facebook Marketplace
(University of the Witwatersrand, Johannesburg, 2024) Buasha, Ngandu Robert; Issock, Paul Issock
Customer-to-customer (C2C) social commerce (S-Commerce) is a growing trend where social networks such as Facebook are evolving beyond their traditional roles to facilitate online transactions, particularly for second-hand goods. A new phenomenon has been observed in S- Commerce which consists of the purchase of second-hand goods. However, the widespread adoption of C2C S-Commerce has been hindered by a lack of trust in the platform used to sell goods and in individual sellers. Several studies have investigated this phenomenon to uncover the antecedents of trust and purchase behaviour on S-Commerce platforms. Despite the growing interest in this field, prior research has overlooked certain dimensions of trust, considering it in most cases to be a single dimension. Therefore, there is a need to investigate trust through a multidimensional lens to understand how different dimensions of trust influence C2C purchase behaviour. Additionally, the role of sustainability of the purchase behaviour of second-hand goods on S-Commerce, specifically the Facebook marketplace has been less investigated. To address these gaps, the current study aims to investigate the role of trust and sustainability on customer-to-customer purchase behaviour of second-hand goods on the Facebook marketplace. To achieve this aim, this study proposes a model that integrates signalling, social network, and social presence theories, trust in both the seller and S-Commerce platform, and sustainable practices of consumers. Additionally, this study investigates the moderation effect of sustainability on the relationship between trust in the seller (TS), trust in the social commerce platform (TSCP), and purchase behaviour (PB), as well as the moderation of the type of goods sought in S-Commerce platform. The current study adopted a positivist philosophy using a quantitative method. A survey was conducted using online and paper-based questionnaires administered to 404 South African Facebook Marketplace users aged between s18 and 65. Data was collected through purposive sampling and analysed using structural equation modelling (SEM), multigroup and moderation analyses in the International Business Machines (IBM) Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) version 29, providing a rigorous test of the proposed model. vii The findings of this study revealed interesting results that enrich the understanding of S- Commerce marketplace in South Africa. Firstly, the results revealed that trust in the seller and the sustainable practices of consumers are the two main direct antecedents of the purchase behaviour of second-hand goods on Facebook Marketplace in South Africa. Secondly, social media instrumental relationships, the social presence of interaction with the seller, and trust in S-Commerce platform influence trust in the seller. Thirdly, the social presence of interaction with the seller and the social presence of others are the main antecedents of trust in social commerce platforms. Trust in S-Commerce platform does not directly influence purchase behaviour on Facebook Marketplace. However, it does extend this trust to the seller, who influences the purchase behaviour of Facebook Marketplace buyers. Furthermore, the results of the moderation analysis reveal that consumers’ sustainable practices moderate the relationship between trust in the seller and the purchase behaviour of second- hand goods on Facebook Marketplace. Lastly, the results of the multigroup analysis indicated that the type of goods sought on S-Commerce platform influences the purchase behaviour of second-hand goods. An interesting insight observed was that consumers on Facebook Marketplace show a preference for durable goods over non-durable goods. They also emphasise the importance of the social presence of the web in building trust in the purchase process. These results contribute to the existing knowledge theoretically and practically, enriching the understanding of S-Commerce environment and the factors that influence the purchase behaviour of second-hand goods on Facebook Marketplace. This study provides significant theoretical contributions by integrating the signalling theory, the social network theory, and the social presence theory to examine their influence on purchase behaviour of second-hand goods on Facebook Marketplace. It further contributes to the literature by exploring trust as a multidimensional concept, examining trust in the seller and trust in the social commerce platform. Additionally, the current study investigates the actual purchase behaviour rather than the intentions, thereby shedding light on the customer purchase behaviour on S-commerce platforms such as Facebook Marketplace. Furthermore, this study reveals the moderation effect of sustainable practices on the relationships between trust in the seller and purchase behaviour, and the moderation of the type of second-hand goods on social commerce platforms. viii Moreover, this study provides several practical implications that can be found in section 6.3.2, including insights for sellers to enhance trust through communication and verification processes. It also provides recommendations for promoting sustainable practices among Facebook Marketplace users to stimulate the circular economy and contribute to environmental conservation efforts. Finally, the current study recommends that Facebook Marketplace administrators implement practical measures to enhance trust in the platform such as identity verification and seller ratings. The originality of this study lies in its unique integration of ST, SNT, and SPT to examine their combined impact on trust, an aspect not explored in previous research. It stands among a limited number of studies that have delved into actual purchase behaviour on S-Commerce, as opposed to focusing solely on purchase intentions. This research further contributes to the academic discourse by shedding light on the influence of sustainability on the purchase behaviour of second-hand goods on S-Commerce platforms. The study's originality is further underscored by its examination of the moderating effects of the types of products sought and the sustainable practices of consumers. This comprehensive approach provides a novel perspective in the field of S-Commerce research.
Factors determining the supply of micro insurance in the South African insurance market
(University of the Witwatersrand, Johannesburg, 2024) Chikumbu, Dudzai Christopher; Mushai, Albert
Access to financial services by low-income households is an important tool for meeting the millennium development goals and development. Micro insurance is a crucial financial service designed to provide affordable and accessible insurance solutions to low-income populations often excluded from traditional insurance markets. However, there is a dearth in literature especially in the South African context, looking at micro insurance from a supply-side perspective. This study sought to explore the factors determining the supply of micro insurance in the South African insurance market. Through the use of a purposive sampling method, 25 business development and market executives from selected insurance service providers participated in the study. Semi-structured interviews were used to gather data and the inductive thematic analysis was used to analyse data. Seven main themes emerged from the data. The study found that among other factors, the decision to supply or not to supply microinsurance in South Africa is mainly influenced by a combination of factors such as the distribution channels, pricing considerations, transaction costs, availability of historical data, and the regulatory framework. The study suggests strategies that leverage market insights, foster innovation, and advocate for supportive policies to expand access to affordable and sustainable microinsurance solutions for low-income populations. This would help in increasing the demand for, and supply of microinsurance in South Africa. The study concluded that while microinsurance holds promise as a tool for promoting financial inclusion in South Africa, its success depends on addressing regulatory framework challenges, the design of the products, balancing affordability and profitability, awareness issues and sustainability challenges. Through the application of a critical perspective and engaging stakeholders across sectors, policymakers, and civil society organisations, insurers can work together to unlock the full potential of microinsurance in improving the lives of low-income communities
Insights derived from information security behaviour of employees in the South African banking industry
(University of the Witwatersrand, Johannesburg, 2024) Dhladhla, Thembi; Moodley, Kebashnee
An increase in malicious, accidental, and intentional information security incidents caused by employees necessitate further research to get insights on how to detect and prevent internal attacks (Ponemon, 2021). The South African banking industry employees either choose to comply or are non-compliant to the principles of the information security policy. It is imperative to understand what factors motivate bank employees to comply and what encourages them to be non-compliant. Additionally, the study sought to understand the impact of the information security behaviour of employees on the bank. To achieve this purpose, a quantitative method was utilised in the form of an online questionnaire which was distributed to 383 bank employees. 223 valid responses were analysed using the IBM SPSS tool. The data analysis was first done by using descriptive statistics. It was followed by conducting Cronbach’s alpha test of reliability or internal consistency of the scale items used. This informs how closely related the questions in the Likert scale is related as a group. Pearson correlation and multiple regression analysis was used to assess the interrelationship between the independent and dependent variables. The researcher coined a hybrid theoretical framework named the Composite Information Security Behaviour Framework (CISB) which consists of Protective Motivation Theory (PMT), Theory of Planned Behaviour (TPB), Deterrence Theory (DT), Reactance Theory (RT) and Techniques of Neutralisation (TN). The CISB framework was able to predict 52% of the information security behaviours of bank employees in contrast to using individual information security behaviour theories on their own to predict compliant and non-compliant security behaviour. Pearson correlation indicated that the Protective Motivation Theory (PMT) and Theory of Planned Behaviour were the information security theories that most influenced positively and significantly the compliant security behaviour of bank employees. This study contributes to the body of knowledge, it explored the information security relationship employees have with information security policies and found the influences on their chosen security behaviour be it compliance or non- compliance. The contribution is to the existing research literature on the underpinning theories which are Techniques of Neutralisation, Reactance Theory, Deterrence Theory, Theory of Planned Behaviour, and Protective Motivation Theory particularly in the South African banking industry. Subsequently, with an improved understanding of the information security behaviours, the bank can implement measures to support and assist their employees with understanding the impact of their information security behaviour and create a mutually beneficial information security ecosystem for the bank and its employees.

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