Faculty of Commerce, Law and Management (ETDs)

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    Influence of Social Media Marketing Capabilities on Business Performance: The Case Study of the Non-Life Insurance Products in South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Datadin, Sanjeev; Ochara, Nixon
    In an evolving digital business landscape, the strategic utilisation of social media has become a vital competitive advantage for attracting customers and enhancing business performance. This study investigates the effectiveness of social media capabilities in pricing, product development, communication, planning, and implementation on business performance. The primary objective of this research is to determine the specific social media marketing capabilities that significantly influence business performance within the non-life insurance sector in South Africa. Employing a quantitative research approach, an online survey questionnaire was utilised to collect data, which was analysed through regression, structural equation modelling, and partial least squares structural equation modelling. Key statistical findings reveal that innovative pricing strategies (p-value = 0.001), product development (p-value = 0.028), planning (p-value = 0.046), and implementation capabilities (p-value = 0.004) positively influence business performance. However, social media marketing communication capability showed no significant impact (p-value = 0.978). Key findings unveil that innovative pricing strategies, product development, planning, and implementation capabilities positively influence business performance. Confirmatory Factor Analysis reinforces the interconnected nature of these capabilities, emphasising their collective and holistic impact on each other and the overall business performance. As non-life insurers navigate the highly competitive and evolving digital landscape in South Africa, a practical understanding of contextual factors shaping the effectiveness of social media marketing becomes imperative for growth and sustained competitiveness. The implications of these findings are significant, providing insurers with actionable insights to optimise their marketing strategies for enhanced performance. This research contributes to both theoretical and iii empirical knowledge by highlighting the critical factors that drive business success in the South African non-life insurance sector
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    The influence of marketing technology on the organisational design of marketing functions in South African banks
    (University of the Witwatersrand, Johannesburg, 2022) Chabalala, Tlangelani; Dorson, Thomas
    The increasing use of marketing technologies in understanding customers and interacting with customers or potential customers has significantly benefitted organisations. These types of technology disruptions are forcing marketing functions to change how they operate. Organisations are faced with the challenges of integrating these technologies into marketing functions and ensuring that they are effectively used. This qualitative study was aimed at understanding the influence of marketing technologies on the design of marketing functions of banking organisations within South Africa. Highlight the challenges and benefits of marketing technologies and suggest recommendations for the effective use of marketing technologies. The study reviewed literature related to understanding the integration of IT into Marketing, new-age technologies and their impact on marketing, and the shift in marketing functions. The study collected data by interviewing 10 senior marketing professionals working within the banking sector. The findings of the study indicate that marketing technologies have introduced new skills and roles within marketing functions. Requiring marketers to upskill themselves in areas such as data analysis and tech-savvy. Marketing technologies had led to a change in marketing function structures and play an important role as input to how marketing functions are designed in banking organisations