Faculty of Commerce, Law and Management (ETDs)

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

Browse

Filters

20232

Settings

Has files: YesSubject: search.filters.subject.Generation Y

Search Results

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Postmodernism, Postmodern marketing, and the consumption behaviours of Millennials and Generation Z in South Africa
    (University of the Witwatersrand, Johannesburg, 2023) Mkhonto, Zonke Mbali; Saini, Yvonne Kabeya
    There is an insufficient degree of research-related exploration and analysis in the postmodern marketing field or sphere in the context of consumer behaviours of the Generation Y (Millennials) and Generation Z in South Africa. Accordingly, this study explores the integration of and its application to postmodern marketing strategies, and also analyses the influences of these strategies on the consumption habits and behaviours of the Generation Y and Generation Z youth cohorts. In its focus on contributin towards the resolution of these research-related gaps, the study explored and analysed the application of postmodernism in respect of the principles or constructs of hyperreality, fragmentation, and reversals of production and consumption. These principles were then examined and integrated with postmodern marketing approaches such as the gamification, omnichannel, user-generated content, and experiential marketing strategies for broader understanding of the nature and impact of the identified consumption behaviours of the Millennials and Generation Z in South Africa. The methodology entailed a quantitative methodological approach since it is objective, systematic, more efficient and further amenable to testing of hypotheses. A self- administered online questionnaire designed by the researcher was utilised for data collection and as reference framework for statistical data analysis. The findings supported all the developed hypotheses, and further revealed, amongst others, that a positive and significant relationship between all constructs concerning the nature and impact of the identified consumption behaviours of the Millennials and Generation Z in South Africa. Notwithstanding these findings, the study supports and recommends further research (future studies) in the adoption and application of the omnichannel marketing strategy, which seemed to display the most dynamism in the context of correlation analysis and path modelling more than the other postmodern marketing constructs
  • Thumbnail Image
    Item
    Learning Transfer among Generation Y Entrepreneurs in the South African Manufacturing Sector
    (University of the Witwatersrand, Johannesburg, 2023) Raliphada, Nditsheni J.; Carmichael ,, Terri
    South Africa has one of the highest levels of unemployment in the world, and youth entrepreneurship is viewed as one of the interventions that can help with job creation and reduce unemployment. This study aimed to understand how learning transfer occurs among Generation Y Entrepreneurs in the South African manufacturing sector. The study followed the Glaserian classical grounded theory methodology. Data was collected through direct interviews (3) and from pre-recorded interviews (27) accessed online. Data was analysed until the theory emerged, observing the principles of constant comparison, theoretical sampling and saturation. The study found that GYEs core concern is “staying afloat” linked to the survival and sustainability of their business enterprises. “Relating” emerged as the core category; learning transfer among GYE occurs primarily through relationships. This study proposes Relational Learning Transfer Theory to account for how GYEs acquire and transfer learning, navigate their environments, respond to their primary concern of staying afloat, and strategise to outsmart the competition. Relational Learning Transfer Theory is a processual theory that recognises internal factors, such as the self, and external factors, such as support structures and the environment. The study also proposes a relational learning transfer matrix and model as contributions to learning transfer. Methodologically, a new coding approach was developed and used in the study as a contribution to grounded theory and qualitative research. The method codes data for actions, conditions, attitudes and consequences (ACAC). The study’s findings provide guidance to GY entrepreneurs to build and enhance their relationships with stakeholders to sustain their enterprises. Academics and practitioners can utilise the theory, matrix, and model to enhance the entrepreneurship curriculum. Policymakers should utilise the findings in this study to direct their policies and strategies to create a conducive environment for entrepreneurial endeavour amongst South African youth.