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 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 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 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 Factors Influencing Digital Banking Adoption: An Empirical Study in South Africa(University of the Witwatersrand, Johannesburg, 2023) Bvuma, Shaun Amukelani; Ligaraba, NeoPurpose Various factors influence banking customers to adopt digital banking, also known as online banking or e-banking. This study sought to determine which factors influence continuous intention to use online banking among individuals over the age of 45 in South Africa Design/methodology The study employed a quantitative approach. A convenience sampling method was used from a total of 256 participants who reside in South Africa. The participants were aged between 45 and 65 years, who had used online banking within the past 6 months completed an online questionnaire. The data was analysed using SPSS 28 and Structural Equation Modelling AMOS 28. Findings All the hypotheses were significant, with perceived ease of use, perceived usefulness and convenience having the strongest relationship on continuous intention to use online banking. This is an interesting finding amongst the 45 – 55 year old generational cohort, showing that technology and convenience play a major role in this age segment. Practical Implications The findings show that favourable banking conditions need to be in place, especially for Generation X (45-55 years) customers, who were the majority of participants. The findings could better assist marketing managers in the banking industry with developing strategies for this generational cohort. Originality/value The findings of the current study add value to the body of knowledge on online banking usage amongst the elderly population, especially because it involves online consumer behaviourItem Investigating the determinants of Digital Financial Inclusion in South Africa(University of the Witwatersrand, Johannesburg, 2023) Betha, Tshegofatso; Ndlovu, C.Digital Financial Inclusion has emerged as a prominent global agenda, necessitating an exploration of the transformative influence of technology on financial service accessibility. Previous research has attempted to uncover the true factors that impact Digital Financial Inclusion, however, there is further opportunity to better understand the underlying factors. To contribute to the body of knowledge, this study seeks to uncover factors of successful Digital Financial Inclusion that may contribute towards the implementation of key strategies. To achieve this goal, the study employs a multidimensional financial inclusion framework that explores the impact of access, barriers, and usage on Digital Financial Inclusion. Additionally, it expands the framework to include digital readiness and financial literacy, enhancing the depth of the investigation. Utilising a quantitative approach, data for the study was obtained through a self- administered online survey, yielding 231 valid responses for analysis. The Structural Equation Model (SEM) was used to investigate the relationship between user readiness, financial literacy, barriers, access, usage, and Digital Financial Inclusion. The findings indicate insufficient statistical evidence to suggest a significant relationship between user readiness, access and barriers, and Digital Financial Inclusion. However, the study underscores that financial literacy and usage have a positive and significant influence on Digital Financial Inclusion. To enhance Digital Financial Inclusion, financial literacy and usage should be leveraged as key drivers for adoption. Additionally, policy makers, financial service providers and technology developers need to focus on targeted interventions, and inclusive regulatory frameworksItem The role of organisational culture in adopting digital platforms in South African banks(University of the Witwatersrand, Johannesburg, 2024) Barnes, LeRoy Curtis; Ochara,NixonThe advancement and pervasiveness of digital technologies are causing significant disruptions in the banking industry’s market definitions, operations, and business models, resulting in a surge in digital transformation in the banking sector in the past decade. This research contributes to the existing literature by evaluating the organisational culture of South African banks and examining how it promotes or hinders the adoption of digital platforms. This research explored how organisational culture influences the adoption of digital platforms within South African banking institutions. Twelve attributes were used as variables to describe digital organisational culture alongside the technology-organisation-environment (TOE) framework. The study uses a quantitative approach to validate theory and examine variable interrelations. The study collected responses from 127 South African banking sector employees using non-probability convenience sampling. A Likert scale questionnaire with 17 questions captured respondents’ feedback on digital organisational culture and digital platform adoption. Reliability and descriptive statistical analysis, Shapiro-Wilk test Factor analysis, Regression analysis, Correlation analysis (Spearman’s Rho), Mann-Whitney U test, and Kruskal-Wallis test were employed to analyse the data. The study found that digital organisational culture positively influences digital platform adoption in the banking sector. The factors within digital organisational culture that have a significant influence are cross-functional teams, digital skills, and start-up mentality. However, mutual decision-making was found to have a significant negative influence on adoption. The Mann-Whitney U test suggests no significant differences in digital platform adoption between traditional and digital banks. The test also suggests no significant differences in the perceptions of digital culture factors between traditional and digital banks, except for failure culture. The Kruskal-Wallis test results indicate no significant differences in the iii distribution of most variables tested across organisational roles, except for cross- functional teams. The study underscores the crucial importance of collaborative, agile, and innovative cultures within banking organisations, as observed through the significant roles of cross-functional teams and the positive correlation of start-up mentality. The study also highlights the need for ongoing investment in digital skills development and the strategic repositioning of IT departments to support digital transformation objectives effectively. Moreover, the strong positive correlation between customer integration and digital platform adoption emphasises the crucial role of customer-centric approaches in the digital transformation process.Item Impact of Covid-19 on Economic Indicators of Globalization: Evidence from Emerging and Developing Economies(University of the Witwatersrand, Johannesburg, 2023) Ashimosi, Gina Achitsa; Alovokpinhou, Sedjro AaronThis study analyzed the impact that the iCOVID-19 pandemic has on two important economic indicators of globalization, namely: bilateral trade flows and Foreign direct investment. This thesis used the trade gravity model, estimated using the Poisson Pseudo Maximum likelihood (PPML), to look at the influence of COVID-19 cases and death counts on bilateral trade. For foreign direct investment, this paper used a panel data analysis to establish the influence of iCOVID-19 cases and death counts have on FDI. The study finds a negative relationship between bilateral trade and iCOVID-19 cases and death counts for both country of origin and destination country. trade agreements, official language, contiguity and GDP have a positive influence on bilateral trade for both trading partners. When estimations are done using foreign direct investment (FDI) as dependent variable, real GDP is positively associated with FDI flows, the exchange rate is positive but to significant, while unemployment is negative but not significant as well. The 2020 dummy variable is negative and significant, thus FDI flows were adversely affected during that year compare to other years. consequently, the study found that the iCOVID-19 pandemic has had a significant impact on the two most important economic indicators of globalization international trade and FDI. some of the recommendations are that there should be a reduction in tariffs among countries to foster bilateral trade and i also diversification of commodities so that a country does not just rely ion one commodity as that would impact them negatively in a pandemic.