4. Electronic Theses and Dissertations (ETDs) - Faculties submissions
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Item The influence of social media marketing on brand loyalty in the South African retail sector(University of the Witwatersrand, Johannesburg, 2024) Hansjee, Anashree; Ochara, NixonIn the contemporary landscape, characterized by the burgeoning influence of social media, this research aims to rigorously examine the effects of social media marketing activities on brand loyalty within the grocery retail sector of South Africa. The study extends beyond a simple analysis of this relationship by exploring the critical function of brand trust as a mediating variable between social media marketing efforts and the development of brand loyalty. From a methodological perspective, the research utilized online surveys conducted via the Qualtrics platform to collect data, focusing on capturing the intricate dynamics that shape consumer perceptions in social media. The target demographic was comprised of individuals who follow leading grocery retailers in South Africa on social media platforms. The study adopted a comprehensive analytical approach, employing descriptive statistics, correlation analysis, confirmatory factor analysis, and structural equation modeling for multiple regression analysis. This multifaceted methodology facilitated a thorough examination of the identified variables. Key findings underscore the significant role of brand trust in bridging the impact of social media marketing on brand loyalty. Additionally, the research identified that certain aspects of social media marketing are more influential in shaping brand loyalty than others. By concentrating on the interplay between social media, brand trust, and brand loyalty, the research provides a deeper insight into the intricate network of factors influencing consumer perceptions in South Africa's grocery retail sector. The insights garnered from this study are intended to benefit both academic circles and industry practitioners, offering them valuable knowledge and practical strategies to enhance brand loyalty through effective social media marketing initiativesItem The internal factors that influence incremental technological innovation in a South African organisation(University of the Witwatersrand, Johannesburg, 2024) Gobind, Dhiyaksha; Magida, AyandaIn today’s fast-changing digital world, technological innovation is necessary for organisations to ensure long-term sustainability and market success. In large, complex organisations, numerous factors influence the success or failure of innovation. These factors can be categorised as technological, organisational, and environmental. This study explored the internal factors that influence incremental technological innovation in an organisation. Organisation X forms part of a federated business model and, as a result, has a shared technology platform. The study applied qualitative research methods with an interpretive paradigm that helped to evaluate the human experience and the understanding they attach to it. A purposive sampling method was applied using the researcher’s professional network to interview 12 participants at various management levels in the organisation. While there was a predetermined interview guide, the instrument format offered flexibility to explore the topics. The primary data collection method was in the form of online interviews on a cloud-based collaboration software. The data was analysed using the thematic analysis approach, and the results highlighted an interplay of the themes as they were interdependent. After applying the factors explored by the study within the technological, organisational, and environmental contexts, the research findings revealed significant areas that required focus and optimisation. The results indicated that organisational culture, processes, and leadership styles significantly influence technological innovation. The research provides practical recommendations to solve for the gaps and inefficiencies revealed by the study. These valuable recommendations include setting up Centres of Excellence, defining Proof of Concept strategies and reconfiguring project teams working on the latest technology innovationsItem The assessment of cart stacking as a response to free delivery thresholds within South Africa's e-commerce(University of the Witwatersrand, Johannesburg, 2024) Girard, Gia; Lee, GregoryThis study explores the phenomenon of cart stacking within South Africa's e- commerce landscape, particularly in response to free delivery thresholds set by online retailers. The study delves into whether the allure of free shipping prompts consumers to alter their purchasing behaviour and basket size to meet the minimum spend required for free delivery. It aims to identify the demographic profile of cart stackers, the types of items they add to their carts, and the underlying motivations for their actions, including factors like cross-selling, up-selling, and habitual buying patterns. Despite the abundance of research on cart abandonment and free delivery incentives, there's a notable lack of studies focusing on cart stacking from a South African perspective. Given the burgeoning e-commerce market in South Africa, projected at a growth rate of 9.04%, in 2024 (Statista, 2024) understanding cart stacking behaviours is crucial for retailers looking to optimize revenue and profit margins. The research employs a mixed-method approach, incorporating both qualitative and quantitative analyses to offer a comprehensive view of the drivers behind cart stacking. The research employs a mixed-method approach, incorporating both qualitative and quantitative analyses to offer a comprehensive view of the drivers behind cart stacking. The quantitative results gathered results from 600 respondents, via an electronic survey. The qualitative interviews comprised of 9 in depth interviews, where respondents were frequent shoppers with a high level of income, the qualitative research was done to support the quantitative results in a two phased research design , allowing for further richness in the findings. The research examines how cart stacking aligns with various customer decision-making processes and how internal and external factors influence these behaviours. The study examines how cart stacking aligns with various customer decision-making processes and how internal and external factors influence these behaviours. Expanding on existing literature and exploring South African e-commerce customers' nuanced behaviours, this study aims to shed light on the strategic implications of free delivery thresholds and the factors influencing cart stacking. It also considers the potential impact of these behaviours on e-commerce practices, offering iii | P a g e recommendations for retailers to better cater to the needs of their customers and encourage more strategic purchasing decisionsItem The barriers to Adoption of a Cashless Economy in South African Informal Markets: consumers’ perspective(University of the Witwatersrand, Johannesburg, 2024) Gandamipfa, Lutendo Nndwakhulu; Magida, AyandaThis study aims to enhance the Unified Theory of Adoption and Use of Technology (UTAUT2) by integrating security and privacy concerns associated with cashless payments (CLP). The research investigates impediments to adopting cashless payments in the informal sector among South African consumers. Data was collected through an online survey administered to South African informal sector customers using a quantitative approach. Four hundred and seventeen participants contributed, yielding three hundred and twenty-five usable responses for testing the research hypotheses. Structural Equation Modelling (SEM) via Analysis of Moment Structures (AMOS) was applied for data analysis. The findings reveal that Perceived Trust (PT) and Perceived Risk (PR) exert the most significant influence on the adoption of cashless payments. Social Influence (SI) also demonstrates a statistically significant impact on this adoption. Conversely, Performance Expectancy (PE), Effort Expectancy (EE), Price Value (PV), and Habit (Ht) exhibit statistically insignificant associations with this adoption. To create a more comprehensive model for determining cashless payment adoption in the informal sector, the researchers modified UTAUT2 by incorporating consumers' perceived trust and risk. Notably, there is limited research on adopting cashless payments within the context of the informal sector. The research findings hold implications for policymakers, banks, and fintech companies, offering insights into the factors contributing to the sluggish adoption of CLPs in the informal sector. This understanding can guide the design of appropriate solutions to address consumer concerns regarding using CLPs in the informal sector, facilitating a successful transition towards a cashless economyItem The use of short-form videos in business-related educational content: A cross platform study(University of the Witwatersrand, Johannesburg, 2024) Eddie, Natasha; Dorson, Thomas AnningFrom TikTok to YouTube Shorts, it is evident that short videos have dominated social media platforms. Moreover, these bite-sized videos have become a valuable learning tool offering easily digestible information. This study investigated the intention-to-follow and psychological responses to business-related educational short videos, addressing the critical need to optimise these videos amidst shrinking attention spans and declining engagement rates. Drawing upon the Elaboration Likelihood Model (ELM) and the Uses and Gratification Theory (U&G), this research explored both video factors (camera angle, humour, video attractiveness and narrative) and content creator factors (presenter attractiveness, perceived credibility and emotional contagion) influencing the viewers' response to short-form video. Using a quantitative approach, the study employed a self-completion online questionnaire with a sample size of 298 participants. Each participant viewed one of four short videos, featuring distinct content, humour and camera angle. Analysis was conducted using Structural Equation Modelling (SEM) in Jamovi statistical software. The study revealed that humour, narrative and emotional contagion contributed to forming an emotional connection with viewers (hedonic response), while video attractiveness, narrative, and perceived credibility led to a rational response (utilitarian response). Moreover, humour, narrative, and perceived credibility influenced the building of followers. Notably, emotional and rational responses jointly contributed to intention-to-follow, highlighting the importance of both perspectives for follower growth in this context. This research contributes to the existing literature by shedding light on the factors driving engagement with business-related educational short videos from an emerging market perspective, emphasising platform-specific differences that need to be considered when adapting content. Practical recommendations offer valuable insights for universities and business content creators, facilitating the creation of more effective business educational contentItem The role of the Kgetlengrivier Citizens Group on the administration of water services(University of the Witwatersrand, Johannesburg, 2024) Eckard, Lourensa; Pillay, PundyItem Professional Identity of Public Sector Monitoring and Evaluation Practitioners(University of the Witwatersrand, Johannesburg, 2024) Desta, Meseret Daniel; Kithau-Kiwekete, AngelitaThe study sought to explore and map the qualitatively different ways M&E practitioners conceptualise their professional identity in the context of the public sector. The inquiry and its findings were contextualised by taking into account experiences of M&E professionals related to the institutional, managerial and administrative settings of their respective organisations as well as their views on the current status and professionalisation journey of M&E in South Africa. This helped to identify different factors that influence the construction and deconstruction as well as the reconstruction of Professional Identity of M&E practitioners in the sector. In addition, the investigation also looked into how Monitoring and Evaluation practitioners navigate the political and institutional context of the Public Sector and engage in the process of (re) examining their professional identities. The investigation employed a phenomenographic approach to identify, categorise and logically construct an outcome space that presents the qualitatively different ways M & E practitioners perceive their Professional Identity. Nine purposely selected M&E practitioners from the public sector participated in this qualitative study. Data was collected through interviews using a questionnaire composed of both semi-structured and open-ended questions. The phenomenographic analysis revealed four categories of descriptions that depict how M&E practitioners perceive their Professional Identity in a continuum. These categories, hierarchically arranged from least to most sophisticated are Curators of Development Data, Auxiliary to Programme Management, Patron of Accountability and Democracy, and Champions of Development and TransformationItem The use of 4IR technology in accelerating net zero transition in the South African mining industry(University of the Witwatersrand, Johannesburg, 2024) Belur, Ramaprasad Deepak; Lee, Gregory JohnThis quantitative study aimed to assess the impact of fourth industrial revolution (4IR) technology adoption on the ability of South African mining companies to accelerate their transition to net zero, focusing specifically on the reduction of greenhouse gas (GHG) emissions. There has been an urgent need to research the nature of association, and if so, the impact of such association between rate of adoption of 4IR technology's ability to accelerate net zero transition, given the new challenges in the South African mining sector in the wake of the phase 2 carbon tax regime. Through a comprehensive survey, desktop analysis and subsequent statistical analysis involving multiple mining entities across South Africa, this study investigated the direct and indirect relationships between 4IR technology maturity and the efficacy of GHG emission reduction strategies, thereby accelerating net zero transition. The study revealed a complex relationship between 4IR maturity and GHG emissions, moderated by organisations' access to financial and skill resources. Contrary to expectations, no significant direct indirect linear relationship was found between aspects of 4IR maturity and GHG emissions. The research suggests a moderate, statistically insignificant negative association, which becomes more pronounced and statistically significant when considering organisations' financial status and employee size. The study was conducted using a cross-sectional method using a non- experimental approach and focused on establishing the corelation between two key variables namely, 4IR maturity and acceleration of net zero transition through GHG reduction. The causality of these two variables was not investigated. The study was undertaken by choosing a sample which was representative of the JSE listed mining companies. Hence extended population of global mining organisation needs to consider specific regional considerations before generalising the findings. iii By emphasising the crucial relationship between technological innovation and climate change mitigation, these findings not only advance our understanding of technology's role in environmental sustainability within the mining sector, but also provide useful information to industry stakeholders, policymakers, and sustainability strategists. This work offers a fundamental structure for subsequent investigations and tactical planning with the objective of harnessing 4IR developments to promote a more ecologically conscious and sustainable mining sector in South AfricaItem 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, NixonIn 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 sectorItem Dynamics of digital servitisation transformation in earthmoving equipment dealerships(University of the Witwatersrand, Johannesburg, 2024) Darko, Simon Yaw Osei; Alagbaoso, ManessahIn the rapidly evolving earthmoving equipment industry, this study investigates the challenges and opportunities stemming from digital servitization transformation. As conventional dealership models face disruption from digital technologies, the necessity for adaptation to maintain competitiveness becomes evident. This research seeks to address the gaps in understanding regarding the transformation process and the implications of digital servitisation within this industry context. Drawing upon a conceptual framework that integrates principles of digital transformation and servitisation, the study examines the critical stages of transformation and the pivotal role of leadership. Qualitative methods, including interviews with 9 senior managers and executives from two earthmoving equipment dealerships, were employed to capture insights into the transformation journey, challenges encountered, and the leadership dynamics driving the process. Key findings underscore the multifaceted nature of digital servitization transformation, emphasizing the importance of strategic alignment, IT transformation, process digitization, organizational change, customer service innovation through artificial intelligence and machine learning and leadership adaptability. The research offers a structured framework to assist industry practitioners in effectively navigating the transformation journey. In conclusion, this study emphasizes the imperative for earthmoving equipment dealerships to embrace digital servitization as a strategic imperative for long-term viability. By providing actionable insights and guidance, the research advocates for proactive adaptation to capitalize on the opportunities presented by digital technologies, thereby ensuring sustainable growth and competitiveness in the digital era