Assessing the impact of marketing campaigns on water quality in South Africa
Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of the Witwatersrand, Johannesburg
Abstract
This research investigates the effectiveness and impact of marketing campaigns on water quality awareness and their role in attracting customers within the South African context. Utilizing a mixed-methods approach, the study combines quantitative survey results from over 20 respondents across various demographics with qualitative insights from interviews conducted with marketing teams from 20 water companies. The survey aimed to assess public awareness, perceptions, and behaviors regarding water quality following exposure to marketing campaigns, while the interviews sought to understand the strategies, challenges, and successes from the perspective of those designing and implementing these campaigns. Findings indicate a high level of awareness among the public about water quality issues, largely attributed to effective marketing strategies that emphasize educational content, transparency, and community engagement. Despite facing challenges such as public skepticism and budget constraints, marketing teams report successful outcomes in terms of increased engagement, improved public perceptions of water quality, and behavioral changes towards more sustainable water consumption practices. The study also reveals a shift towards digital platforms for campaign delivery, aiming to engage younger demographics and expand the reach of environmental messages. Implications for practice suggest that water companies in South Africa can enhance the impact of their marketing campaigns by focusing on digital innovation, collaborative partnerships, and interactive educational content. The research recommends further exploration into the long-term effects of these marketing efforts on water conservation behaviors and the potential for cross-sectoral collaborations to amplify campaign messages. This study contributes to the growing body of knowledge on environmental marketing and its influence on public attitudes and behaviors regarding water quality, offering valuable insights for policymakers, water industry practitioners, and environmental advocates seeking to
leverage marketing strategies for environmental sustainability and customer attraction in South Africa.
Description
A research report submitted in partial fulfillment of the requirements for the degree of Master of Business Administration to the Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024
Keywords
impact of marketing, water quality awareness
Citation
Maledu, Michael K . (2024). Assessing the impact of marketing campaigns on water quality in South Africa [Master’s dissertation, University of the Witwatersrand, Johannesburg].WireDSpace.https://hdl.handle.net/10539/43772