Faculty of Commerce, Law and Management (ETDs)

Permanent URI for this communityhttps://hdl.handle.net/10539/37778

Browse

Has files: YesSubject: search.filters.subject.Digital marketing

Search Results

Now showing 1 - 7 of 7
  • Thumbnail Image
    Item
    The effects of COVID 19 on consumer mobile and online purchase behaviour
    (University of the Witwatersrand, Johannesburg, 2023) Chanetsa, Edphan Peter; Saini, Yvonne K.
    There obtains an acute paucity of research on the how Covid-19 impacted consumer online and mobile application purchase behaviour in South Africa. Much of the work done on the impact of the pandemic on consumer behaviour has primarily focused on one aspect: online purchase behaviour. This study sought to assess the effects of the restrictions of the novel Covid-19 virus on consumer mobile and online purchase behaviour. The main objective was to understand the impact of Covid-19 related restrictions on mobile application purchase intention in grocery shopping. Similarly, the study also sought to understand the impact of Covid-19 related restrictions on online (desktop/laptop) purchase intention in grocery shopping. An online survey was conducted wherein 345 responses were obtained. The study employed a mixed methodology approach with the primary analysis being done quantitatively employing path analysis to establish the existence of causal links between Covid-19 restrictions and consumer behaviour in terms of both direction and magnitude. Regression analysis was further carried out to corroborate the findings of the path analysis. The qualitative aspect of the analysis was primarily employed to buttress the results of the quantitative analysis. The results showed that Covid-19 had a significant and positive impact on mobile and online consumer behaviour in South Africa. The advent of the pandemic caused an increase in the uptake of alternative means of making grocery purchases. Specifically, the institution of Covid-19 restrictions produced a substitution effect wherein digital purchase platforms were preferred to in-store purchases of groceries. Consequently, all the hypotheses developed by the study proved to be robust as they were confirmed by the results
  • Thumbnail Image
    Item
    The impact on brand product sales of transitions from traditional to digital marketing solutions
    (University of the Witwatersrand, Johannesburg, 2023) Sekati, Moseki
    A 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
  • Thumbnail Image
    Item
    Digital marketing as a survival strategy of small businesses in Gauteng, South Africa
    (University of the Witwatersrand, Johannesburg, 2022) Khumbule, Lungile; Galawe- Msimang, Jabulile
    Small businesses are critical to the South African economy as they employ over 50% of the labour force. Yet, in South Africa, most businesses fail within five to seven years of operating. There are multiple challenges that affect small businesses, including financial resources, marketing, innovation and others. Using digital marketing allows businesses to reach wider markets; therefore, small businesses can benefit from the effectiveness of digital marketing. The objective of the study is to explore the perceptions of owners and managers of small businesses regarding the effectiveness of digital marketing, and to examine digital marketing strategies that are essential for survival in small businesses. The research was qualitative research, with data collected through interviews with small business owners, executives, and digital marketing directors. The participants were recruited via an incubation company. There were eight (8) participants in the study. The key finding of the study is that there is a perception that digital marketing is effective for small businesses despite the challenges they face, such as a lack of skills, financial resources, legislative and government related challenges. The study found that social media could be key to survival, and the social media tools that were commonly mentioned in this context are Facebook and WhatsApp. Small businesses can use free or cost-effective methods of digital marketing to increase their brand awareness and sales. Small businesses should find creative ways to do cost-effective marketing and take advantage of any free courses offered online or by SEDA. The findings of this study contribute to the knowledge of how small business can survive
  • Thumbnail Image
    Item
    The use of digital marketing for sales growth in women-owned small, medium and micro-enterprises in South Africa
    (2022-03) Mthethwa, Pumza
    Women are an important part of the entrepreneurial economy. In the 4th industrial revolution, incorporating the latest available tools was an important part of growth and business sustainability. The purpose of this study is to understand the digital marketing usage by women-owned SMMEs in South Africa. The research method utilised was interviews using a convenience sample from 15 participants. The participants were drawn from women-owned businesses and comprised of business owners and employees responsible for marketing within the organisation. The findings show that women-owned SMMEs are aware of and do use some of the available digital platforms. However, their knowledge of how to fully leverage these platforms and take advantage of them is limited. The study highlighted that there are challenges faced by the WO businesses in leveraging digital marketing in their businesses this can be attributed to a deeply entrenched inequality in society or from the fact that women entrepreneurs start off from a worse of position versus men. Interestingly the digital world reflects what happens in the real world. Recommendations include an establishment of a woman representation body that will represent women-owned SMMEs in the public and private sectors, training that will provide easy to implement measures and quantifiable outcomes for SMMEs to use in their strategies or in cases of outsourcing digital marketing implementation to a third party
  • Thumbnail Image
    Item
    Exploring the relationship between digital marketing and brand equity
    (2022) Kalima, Killiana C
    In the study, digital marketing was examined in relation to brand equity. The focus was on specific social media platforms that can be used as platforms for online digital marketing. Brand awareness and brand image, two constructs of brand equity, were examined in the study. In the quantitative research approach, convenience sampling was employed. An online survey was conducted among students at the University of the Witwatersrand. 263 samples were assessed and analysed using SPSS software. As a result of the study, the link between digital marketing and brand equity was confirmed. Facebook, Twitter, Instagram, and YouTube have positive correlations with brand equity, as measured by social media brand awareness, which improves brand image. In order to increase brand visibility, organizations should consider using social networking sites to execute digital marketing campaigns for brand awareness. Other geographical regions can be used to duplicate the study.
  • Thumbnail Image
    Item
    Exploring digital marketing maturity drivers in SMEs in South Africa
    (2021) Korff, Erna
    The main objective of the study was to explore key drivers for digital marketing maturity in SMEs in South Africa, and to create a framework to investigate levels of maturity. The sub-objectives of this study were to investigate the constraints that impede digital marketing maturity and explore the perceived effects of digital marketing maturity on business performance in SMEs. In creating a framework to explore digital marketing maturity in SMEs, this study drew from Westerman’s digital maturity framework (Westerman et al., 2014) and incorporated commercial digital marketing maturity models to ensure sufficient digital marketing elements are covered in the framework. The literature review covered digital transformation and maturity theories and models. The review included models to determine digital marketing maturity and elements and capabilities required to reach maturity. The propositions developed from the literature review were further explored through a qualitative research study. The data was collected through eight in-depth semi-structured personal interviews with SME business owners. The quantitative research study confirmed that digital marketing elements impacting digital marketing maturity were: leadership and strategy, customer experience design, customer interaction and communication, business analytics, and intelligence. Indications were that digital marketing maturity levels in SMEs in SA were low; leadership, ownership, and vision were identified as a major challenge; as well as availability of dedicated and knowledgeable resources. Following the analysis and findings, a framework was recommended for SMEs to develop and implement, which would increase digital marketing maturity level and result in quantifiable business performance
  • Thumbnail Image
    Item
    The misalignment of sales and marketing in the digital age: the case of South African small and medium-sized enterprises
    (2020) Armstrong, Richard
    Conceptually the two functions, sales and marketing are closely aligned. In reality, however, there is a tendency for misalignment to develop. This study investigated the misalignment between sales and marketing in small and medium-sized enterprises (SMMEs) in South Africa within the context of the age of digital business. A survey was used to interrogate the extent, nature and causes of such misalignment. This in turn allowed for the support for potential solutions to be measured. The study found that a high degree of misalignment exists between sales and marketing in South African SMMEs. The evidence suggests that such misalignment relates, either directly, or indirectly to ‘lead management’. Potential solutions to the issue were suggested and were overwhelmingly supported by the sample.