4. Electronic Theses and Dissertations (ETDs) - Faculties submissions

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Subject: search.filters.subject.Brand Equity

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    Content Marketing and financial services brand preferences
    (University of the Witwatersrand, Johannesburg, 2024) Sello, Lenyaro Liabilwe; Penman, Neale
    Purpose: This study sought to expand knowledge about content marketing both in academia and the practice of marketing by investigating the role of content marketing in influencing brand preferences in financial services in South Africa. Methodology: Quantitative research methodology was utilised in this study that relied upon non-probability sampling to collect data from 245 participants using a questionnaire. SPSS-29 and SMART-PLS 4.0 software was used for data analysis including multi-group and importance performance matrix analysis. Findings: Content marketing drives brand preferences. This is achieved through the critical mediation role of consumer engagement that leads to heightened brand equity which results in favourable brand preferences. This is in line with previous studies conducted in different industries and geographies on the impact of content marketing to advance business performance. This includes the promotion of brand equity and ultimately favourable consumer choices of purchase intention and brand preferences. The present study also revealed content marketing consumption patterns of financial services consumers and its drivers that influence the outcome variable of brand preferences. Future research: Opportunities exist for future research for both theoretical and practical implications. Firstly, that researchers can study other aspects of financial services to further investigate the impact and role of content marketing on marketing and business strategies. Secondly that in academia, other dimensions of brand equity could be explored in being influenced by content marketing and driving brand preferences.
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    The impact of social media marketing on perceptions of brand knowledge : The case of the government employees’ pension fund (GEPF)
    (University of the Witwatersrand, Johannesburg, 2023) Dandala, Gcinasonke; Chalombe, Nakuze
    The goal of the research was to examine the effect of social media marketing activities on brand knowledge, defined as brand awareness and brand image (Keller, 1993).The social media activities selected as independent variables for this purpose were firm generated content (FGC) and consumer engagement (CE). The study was conducted within the context of the Government Employees Pension Fund (GEPF), Africa’s largest pension fund by assets under management. The population of the research was comprised of GEPF clients defined as members, pensioners and beneficiaries all of whom have a direct interest in the communication activities of the GEPF. The clients were required to have personal accounts on the social media platforms of Facebook and/or Twitter in order to be part of the study. The quantitative research method was used, with research data obtained via an online questionnaire shared on two carefully identified private Facebook groups. A total of 188 followers from the groups fully completed the survey. Multiple regression analysis using SPSS was then used to analyse the collected data. The results of the study confirmed that the social media marketing activities of firm generated content and consumer engagement have a significant and positive effect on the attributes of brand awareness and brand image. Furthermore, the study indicated that consumer engagement has a more significant impact on the variables than firm generated content. The study enhances the gaps in research regarding the impact of social media activities on brand knowledge as articulated by Zahoor and Qureshi (2017) that there is still considerable scope to quantify the relationships between social media marketing and the dimensions that comprise customer-based brand equity.