Faculty of Commerce, Law and Management (ETDs)

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    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
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    Management Practices for Digital Influencer Marketing
    (University of the Witwatersrand, Johannesburg, 2021) Kajee, Ahmed; Beder, Laurence
    This research report highlights the growth of Digital Influencer marketing on social media, and how consumers interaction and engagement with brands are changing as a result. Through qualitative research with 17 Digital Influencer experts and practitioners in South Africa from various marketing disciplines, this study sheds light on best practices for this emerging marketing field. In South Africa, consumer attention and media consumption are increasingly becoming digitally centric, and the use of online channels for marketing continues to grow exponentially. This has implications for brand building, advertising, and marketing management. This research reports on how the traditional marketing and consumer behaviour paradigms have shifted from uni-directional static advertising, towards bi-directional digital engagement using Digital Influencer Marketing (DIM). As a growing field, the research found that although DIM as a marketing tactic is increasingly effective in meeting business objectives in modern day digital marketing environments, there is a lack of knowledge and shared best practices amongst marketing practitioners. The research finds that despite DIM growing and being strategically important in all the marketing environments that have been researched, most organisations are conducting DIM on a “best-effort” basis with limited cross functional co-ordination or strategic planning. Due to a lack of knowledge about the field, there is also relatively little action being taken by organisations to meet the growing demand by putting in place the requisite skills and apabilities to better manage influencer marketing initiatives. Aspects highlighted in this research such as Influencer Performance, Payment, Brand Safety, Campaign Management, Creative Control, Organisational Capabilities, and Risks associated with DIM are discussed and reported on, providing marketing practitioners with practical insights into this emerging marketing field. A key recommendation emanating out of this research is that DIM is not the responsibility of any specific marketing function, for it to be successful, cross-functional expertise, integration, and management is required
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    Factors influencing the adoption of m-commerce platforms by individuals in South African townships
    (University of the Witwatersrand, Johannesburg, 2022) Mashishi, Mogau; Primus, Mpho
    Since the COVID-19 pandemic outbreak in 2020, there has been an increase in the adoption of e- commerce (electronic commerce) from which m-commerce (mobile commerce) was born. M- commerce is the use of a mobile phone to purchase goods and services. M-commerce is flexible because it is easily accessible and convenient. In addition, the rise of smartphones and internet availability has also contributed to the increase in m-commerce. The South African digital economy has developed drastically over the past years due to infrastructure development, including internet connectivity. The majority of the South African population resides in townships and rural areas and contributes significantly to the economy. Internet accessibility advancement in townships has led to more consumers purchasing goods and services online in the comfort of their homes. The study researched m-commerce adoption in South African townships by determining the factors that affect m-commerce adoption in South African townships. The study only focused on two townships in Johannesburg: Soweto and Tembisa. A conceptual research model based on the following factors from the UTAUT2 technology model: performance expectancy, hedonic motivation, and facilitating conditions, with social media and trust as two additional constructs. A digital online survey was used to collect respondents’ data was analysed quantitatively using SPSS. The findings of the study are discussed in detail, including testing the hypotheses formulated. Firstly, the results indicated that social media and perceived security have a significant, positive effect on the trust of South African township residents to adopt m-commerce platforms. Secondly, performance expectancy, hedonic motivation, trust, and facilitating conditions positively affect the intention of South African township residents to adopt m-commerce; however, trust and facilitating conditions were insignificant.
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    Effects of Digital Activism on Brand Awareness and Image
    (University of the Witwatersrand, Johannesburg, 2022) Malambo, Nachanza; Anning, Thomas Dorson
    The purpose of this research paper is to explore the impact that digital activism has on brands in South Africa. Digital activism, commonly known by social media users as cancel culture, has gained momentum with social media audiences; using the network effects of popular platforms such as Twitter, YouTube, Facebook and Instagram to discipline users, brands and celebrities that may have erred or offended users. As brands observe the increase of hours spent on social media, they are likely to increase their presence on the platforms of choice either for digital advertising and marketing communication purposes or to connect with potential audiences. They may be caught up in incidents of digital activism as has been seen with brands such as H&M, Dove, Tresemme and Clicks in recent years in South Africa. This paper begins by unearthing the roots of digital activism in political sciences disciplines and explores how the brand management theories of brand image and brand awareness are affected by this activity. The research problem explores the fact that traditional marketers have concentrated on the positive brand building elements of brand equity, with attention given to the awareness and image that brands are able to conjure in the minds of consumers; without much focus on the negative elements of brand avoidance, hate, and aversion, which can be outcome of digital activism. The research objectives were firstly to investigate the impact that social media activity has on brands as it has been shown that an increase of social media usage among individuals would increase the interaction that brands have with their intended target audience and members of the community. Secondly, the study sought to investigate the impact that digital activism has on brand awareness as one of the gaps to be studied is on the negative impact that digital activism or cancel culture may have on brand awareness. Thirdly, the researchers examined the impact of digital activism on brand avoidance, as a deliberate effort to avoid the brand either online or physically. Lastly, the study seeks to investigate the impact that digital activism has on a brands image, on whether this is reduced or increased in the light of increased mentions, trends, or appearances on popular social media platforms
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    A theoretical analysis of how the enhancement of social media utilization can improve customer experience in South African retail banks
    (University of the Witwatersrand, Johannesburg, 2020) Rapitsi, Lebohang
    Purpose: The banking industry has seen a rapid shift with the emergence of digital banks and non-direct competitors, as a result banks have responded with increased focus on the use of technology in efforts to defend market share. There is currently a lack of empirical evidence which relates to how the enhancement of social media usage by South African retail banks can improve customer experience. The purpose of this study is to examine empirical evidence to support the predictor effects of customer perception, service quality, customer satisfaction, with the aim of enhancing customer experience in retail banks by utilizing social media platforms. Design/Methodology/ Approach: The empirical study was of a quantitative nature, whereby factors pertaining to customer perceptions, service quality, customer satisfaction and customer experience were assessed accordingly. The sample consisted of 62 respondents from the various retail banks in South African. Various statistical tests were initiated in order to understand the relationships between the abovementioned variables. Findings: The results from the study indicate a positive relationship between customer satisfaction as a predictor of customer experience on social media platforms. The findings also suggest although there may be associations between service quality and customer perceptions with customer experience, they are however not significant. Implications: It is critical for retail banks to continue to seek innovative ways to improve customer experience. The benefit of utilizing social media platforms is that it allows for banks to establish valuable interactions with customers whilst leveraging information in order to understand the needs of their customers
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    The perceived impact of social media influencers on consumer purchase intention in South Africa
    (University of the Witwatersrand, Johannesburg, 2023) Mmolotsane, Judith Mantombi; Quaye, Emmanuel
    This research evaluates followers perception of social media influencers (SMIs) impact, effective characteristics SMIs may use to influence consumer purchase intention in South Africa, and if follower age has moderating impact on the informative quality and attractiveness of SMIs. This study used convenience sampling and an online survey. A sample of 186 responses was examined using Smart PLS to conduct Confirmatory factor analysis. The targeted population was active social media users in South Africa, active on at least one social media platform, and are followers of least one SMI. The most popular platforms for following SMIs are Instagram and Facebook. 80% of respondents use social media more than five times per week. The findings of this research supported that SMI informative quality, expertise, and attractiveness positively impact consumer purchase intention.. However, this was inconsistent with this study and their finding did not hold in the South African context. Findings show that the quality of the information and attractiveness are positively influenced by a followers’ ages, especially for younger followers who have little to no life experience to draw upon when making a purchase. SMIs should be part of their digital marketing strategies to increase consumer awareness and market share retention.
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    Social media posts and memes: a South African perspective on the intersection of copyright law, internet use and privacy
    (University of the Witwatersrand, Johannesburg, 2023-07) Mpipa, Simamkele Kuhle; Andanda, Pamela
    This research report is a reflection on the intersection of social media, privacy, dignity, and copyright law. With a click of a button, social media platforms, and the Internet at large, reveal personal information belonging to millions of individuals around the world, the digital environment has changed life as we once knew it. Legal scholars and legal practitioners must now face the novel legal issues which have been brought about the digital age. Due to the law’s reactive nature, privacy and data protection have been put at the forefront of new legislation. The subject of this paper is not data protection, rather this paper analyses the common law protection of privacy and copyright law in South Africa within the context of social media. In light of the changes brought about by the digital age, the position that I put forward in this paper is: to effectively address the challenges created by the digital environment, we must strive to adopt innovative and creative ways to use existing law rather than create new law. The paper discusses how internet memes can be harmful to the privacy and dignity of the individuals whose works they are derived from. I also examine the common law protection of privacy within this context and whether it is appropriate for addressing related issues in the digital age. Lastly, I put forward remedies in copyright law, particularly the protection of moral rights of an author, as a possible recourse that can be used by authors whose works have been made into internet memes
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    Social media content moderation and limitations on freedom of expression: the role of the state
    (University of the Witwatersrand, Johannesburg, 2022-10-30) Davis, Tara; Badeva-Bright, Franziska Sucker an Mariya
    Social media platforms are an important space for the exercise of freedom of expression. However, their operation poses a concomitant risk to the right. The right is both protected by and undermined by content moderation - a mechanism that enables platforms to determine the bounds of permissible speech, and what expression to highlight or suppress. This has significant implications for the right to freedom of expression but has been left largely to the private sector to regulate. This raises important questions about the role of the state in protecting and enabling the right to freedom of expression online. In this paper I discuss the need for content moderation, how it operates and the ways in which it undermines the right to freedom of expression in South Africa. I further explore the role of the state and analyses South Africa’s current regulatory response. In so doing, I contend that South Africa’s approach does not adequately respect, protect and promote the right to freedom of expression
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    Factors influencing the adoption of Instagram as a social commerce channel by SA consumers.
    (University of the Witswatersrand, Johannesburg, 2023) Girdharilall, Michelle; Chalomba, Nakuze
    The increasing popularity of social media has led to the rise of social commerce in South Africa. Consumers are welcoming these new modes of shopping as they offer more convenience than traditional electronic commerce methods. This research will seek to identify the factors which influence consumers to use Instagram social commerce. These insights are key to small businesses to attract and retain consumers on Instagram. This research is composed of fifteen qualitative interviews with purposely selected participants who have had experience using Instagram social commerce. The effect of Experience Quality, Perceived Easiness, Social Influence and Privacy Concerns were explored on consumers' trust and use of Instagram social commerce. Trust theory, Trust theory for social commerce and the Theory of Planned Behavior were used as foundations for this research. The results revealed that Experience Quality, Perceived Easiness, Social Influence and Privacy Concerns affected consumers' trust in Instagram social commerce. This research allowed us to probe into the details around these factors and identify relevant recommendations for businesses to succeed with Instagram social commerce.
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    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.