Management

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Attitudes and perceptions of mobile advertising among rural youth in the Limpopo Province.
(2017) Nebaimoro, Madzanga Precious.; Arbee, Aradhna.
Mobile advertising, a form of advertising that targets people using mobile devices such as cell phones and tablets, has opened a platform for advertisers to communicate with their target markets at any given time and location. The mobile market continues to multiply in South Africa, and devices are continuously becoming more technologically advanced, resulting in more sophisticated advertising vehicles and mobile users. In addition, mobile advertising has been referred to as one of the best means to communicate with the youth. This study explores the attitudes and perceptions of youth in rural communities towards mobile advertising. As such, it addresses a gap in the literature on youth and mobile advertising, which tends to focus on youth in more urban contexts. The study focuses on the following types of mobile advertising: SMSs, video advertising, mobile web banner advertising and app advertising. An exploratory qualitative study was conducted, involving a sample of 38 participants. Six focus group sessions were conducted in Thohoyandou and Turfloop. The study used the ARF Model (that is, vehicle exposure, advertising attentiveness, advertising communication, advertising persuasion, and advertising response) and the ABC model of attitudes (that is, affect, behaviour, and cognition) to develop the research instrument, and then additionally used the Ducoffe Extended Model (that is, informativeness, entertainment, credibility, and irritation) to guide the analysis of the collected data. The following are the main findings of this study:  The majority of participants show low responsiveness towards mobile advertising; however, some welcome mobile advertising. Most participants find mobile advertising ‘annoying’ or ‘irritating’, mainly because they feel that the content advertised to them is not always relevant, has poor timing and invades their privacy. Other participants are happy receiving mobile adverts if the content is relevant, informative, helpful, creative and entertaining. Participants generally appear to have negative overall attitudes towards SMS advertising in particular, again largely due to irrelevant content. Video, mobile web banner and app advertising receive mixed reactions. Implications and recommendations are provided, for marketers and future researchers.
Exploring the role of pedagogical practices in the brand identity formation of selected Gambian universities.
(2022) Ikonne, Ozioma.; Arbee, Aradhna.
This study sought to facilitate insight into the potential role of pedagogy in the brand identity formation of higher education institutions (HEIs), through a study of selected HEIs in The Gambia. Specifically, the study sought to address the following research question: What role do pedagogical practices play in building the brand identity of selected universities in The Gambia? The study was underpinned by an interpretivist philosophy and the intra-paradigm qualitative mixed method of data collection (O'Reilly, Kiyimba & Drewett 2020). This facilitated a preliminary analysis of the contents of institutional documents and social media postings. This was followed by telephonic and virtually mediated in-depth interviews in which the interactionist interpretations, recollections, experiences, and opinions of 54 participants (students and staff) were explored on the themes of institutional brand management practices, institutional pedagogical practices, institutional brand identity, and the links between pedagogical practices and institutional brand identity. The study used the Corporate Brand Identity Matrix (Urde 2013) as a supporting framework of analysis. The findings indicate that the HEIs recognise the emerging trend of competition in Gambia’s higher education sector as a consequence of government’s liberalisation policy. However, there is no evidence of the majority of them responding to emerging competition using strategic marketing and branding. The evidence suggests that the HEIs use hardly differentiated, production-style portfolios of academic courses to pursue largely unengaged students, prospective students and other stakeholders. Further findings indicate that academic staff use a narrow variety of pedagogical approaches, with the teacher centered, lecturing method emerging as dominant. This insight emerged against the background of the evidence which indicates a link between pedagogy policy and practices and stakeholder impressions. A synthesis of these findings culminated in the emergence of the pedagogy-based higher education brand identity matrix (P-HEBIM), which this study proposes as a novel framework for the branding of HEIs. Drawing on this, the study sets out a practitioner guide for the use of the P-HEBIM, making specific recommedations for the brand management roles of different HE stakeholders in The Gambia.
Factors influencing coupon redemption rates among shoppers in the Durban area.
(2017) Dube, Portia Noluthando.; Arbee, Aradhna.
There are a number of different sales promotion strategies that marketers employ in an attempt to appeal to consumers and encourage them to buy. In recent years, couponing has emerged as a pop culture phenomenon in some parts of the world. However, many questions remain unanswered concerning the factors that influence coupon redemption rates among shoppers. Research shows a significant amount of low coupon redemption in South Africa, but no substantial research has thus far revealed an in-depth understanding of why this might be so. This study seeks to explore the reasons for low FMCG coupon redemption, as well as potential strategies to address this problem, with specific focus on consumers in the Durban area. Most existing research on the use of coupons explores sales promotion, with coupons investigated only briefly and superficially; such research has tended to focus on the advantages and disadvantages of coupon use. This study aimed to determine the extent to which shoppers in Durban use coupons when purchasing FMCG goods. It also sought to explore what factors encourage and discourage FMCG coupon redemption among the Durban shoppers. Lastly, it aimed to understand how FMCG coupon redemption rates among this group can be increased. In terms of the research methodology, taking an angle of qualitative exploratory study was relevant in order to gain initial insights into an area about which not much is already known. The study was conducted in Durban and the target population comprised both males and females aged 20 years to 50 years. Purposive sampling was used to select participants. A sample of 36 Durban residents participated in one of four focus group discussions. Guba’s model of trustworthiness was used to assess the rigour of the study. Data (audio recordings/transcripts) was analysed via qualitative content analysis. The main findings of the study include that the monetary value of coupons is a key factor influencing coupon redemption. Convenience (in terms of the types of coupons offered, the method of distribution and ease of redemption) is another important factor; participants indicated that in-store instant coupons are attractive for these reasons. Participants also prefer coupons for products that they purchase often, and not on brands that they do not already purchase. In particular, many are not willing to try other brands of personal care products, even with the added incentive of a coupon.
Factors influencing the usage of multivitamin supplements in the greater Durban area: implications for marketing.
(2022) Ahmed Suleman, Mohamed Yaseen.; Arbee, Aradhna.
The South African market for vitamin supplements (VS) is due to reach 7,021 million South African Rand (ZAR) by 2026. Lifestyle diseases and active lifestyle trends drive this growth. Poor dietary practices are a great concern in developing countries such as South Africa (SA) and have the potential to cause long-lasting diseases and high public health spending. Multivitamin supplements (MVS) help address these issues; however, literature on the factors influencing the usage of MVS amongst South African consumers is lacking. Current studies reveal that other factors not considered in the existing research could be crucial influences on the usage of dietary supplements (DS). The theory of planned behaviour (TPB) framed this study and addressed the gap in knowledge by exploring the beliefs of South African MVS users and non-users towards MVS usage, their perceived health status and the value they place on health. Additionally, unlike many previous studies on DS, this study focused exclusively on the MVS subcategory and did not limit its focus to university students or females only. The study followed a descriptive research design that adopted a quantitative approach. Using the mall intercept technique, a convenience sample of 385 participants aged 18 years and over was selected from shopping malls in the greater Durban area. Self-administered online questionnaires were utilised to gather data on respondents’ multivitamin usage patterns and the factors influencing such usage. The main findings of the study indicate that MVS users had lifestyle characteristics associated with health. MVS user groups placed a high value on health; however, non-users tended to have a slightly higher perceived health status than users. Overall, users had stronger behavioural beliefs towards MVS consumption than non-users; however, both user groups showed positive attitude scores toward MVS consumption. Doctors were the only subjective norm to exert positive social pressure on users and nonusers to consume MVS. Non-users were more price-sensitive when picking an advanced MVS than users. Both user groups preferred a gender- and lifestyle-specific MVS.
The Fourth Industrial Revolution's influence on marketing communications: perspectives of practitioners in Gauteng, South Africa.
(2021) Sussmann, Nomonde Patience.; Arbee, Aradhna.
This research focuses on how prepared marketing communications practitioners are for the influence of the Fourth Industrial Revolution (4IR), with emphasis on the challenges they face and how they attempt to address them. Such issues have received scant attention in research thus far, particularly in South Africa. The study included 10 practitioners drawn from both advertising agencies and client companies, and attempted to answer the following questions: How prepared are practitioners in the marketing communications discipline for the influence of the 4IR? How does the 4IR influence their marketing communications? How have practitioners addressed challenges of the 4IR? It is postulated that in the context of the 4IR (Schwab 2017), marketing communications is impacted by the 4IR through theories of digital communication (Guizzo 2003), innovation diffusion (Daraza 2016) and polymedia (Madianou & Miller 2012). The study adopted an exploratory qualitative approach and where semi-structured in-depth interviews were used to collect data. Data was analysed using thematic content analysis. Four themes were identified in the data, which are: general understanding of the 4IR; advantages of the 4IR; disadvantages of the 4IR; and strategies to address challenges of the 4IR. Overall, findings show that the 4IR was seen as beneficial if it assists marketing communications practitioners to understand the consumer better and provide improved and quicker solutions. Although practitioners felt that jobs might not be severely affected by the 4IR and machines taking over (due to the importance of the human and creative elements in marketing communications), there was agreement that change is a constant, and that recent technologies require marketers to be a step ahead of the curve. The COVID-19 pandemic has thrown an additional challenge for marketers, demonstrating that the future is uncertain and that brands and agencies that have future-proofed themselves for success are likely to survive whatever changes are thrown at them. Some of the recommendations from the study include adapting to the changes, devising clear-cut strategies and maintaining an always-on attitude to cope with the 4IR. Recommendations for future research include understanding the perspectives of practitioners in other provinces.
The influence of marketing communications on the youth's adoption of m-payments in KwaZulu-Natal.
(2018) Jamwa, Cecil Oloo.; Govender, Jeevarathnam Parthasarathy.; Arbee, Aradhna.
There has been poor subscription and usage of m-payments in the recent past in South Africa (RSA), especially with the failure of Vodacom M-Pesa and MTN Mobile Money. Presumably, this is attributed to a lack of knowledge on the functionality and benefits of such services and the fact that ‘cash is king’. This study places integrated marketing communications (IMC) at the centre of the adoption of m-payments, as it plays a key role in informing users on the effect of reducing user uncertainties and risks as knowledge structures are built. The study adopted a survey research design to determine the influence of IMC on the adoption and use of mpayments among the youth in KwaZulu-Natal. The questionnaire utilised in the study adopted scale items from constructs embedded within the Unified Technology Acceptance and Use Theory 2 (UTAUT2) and the communication performance construct, to obtain quantitative data. Quota sampling was used to draw a sample of 383 respondents from three institutions of higher learning located in the cities of Durban and Pietermaritzburg. With a 73% response rate, analysis of the gathered data was carried out using descriptive and inferential techniques. Hypotheses were tested using multiple linear regression, Student’s t Test, exploratory factor analysis, confirmatory factor analysis and structural equation modelling, so as to refine and develop a conceptual model. The structural model was found to have a good fit with all but two hypotheses-linked paths being statistically significant and hence supported. IMC measured in the form of communication performance was found to have a strong direct positive impact on the risk factors (functional risk, social influence, price value and facilitating conditions). Communication performance had the greatest positive impact on price value, suggesting that the youth are a rational user market segment with a need for utilitarian motivation within m-payment purchase or use situations, regardless of gender. This study explored the relationship between IMC and innovation adoption, thereby extending the body of knowledge in a multidisciplinary field of marketing and information technology, producing a model that may be used in probing m-payments use behaviour from a marketing perspective. Key words: Integrated marketing communications, mobile payments, structural equation modelling, technology adoption, youth market.
The role of social media marketing in the small business environment in Emkhondo.
(2018) Moyo, Ileck.; Arbee, Aradhna.
Social media marketing has grown rapidly in recent years, with many businesses adopting it as a communication/marketing strategy. However, literature reveals that small businesses’ adoption of social media marketing is very low compared to that of large organisations. Exploring the use and impact of social media marketing within small businesses is therefore a relevant and timely concern. This research sought to ascertain the extent to which small businesses in eMkhondo make use social media marketing, explore the benefits and contribution of social media marketing to these small businesses, and examine the challenges faced by these small businesses in implementing social media marketing. Although social media marketing is a well-researched topic, literature revealed that this research is mainly about large organisations. The use of social media marketing by small businesses is very low; accordingly, knowledge about their current implementation of social media marketing is largely lacking. This study therefore addressed the gap of limited existing research concerning the usage of social media marketing by small businesses in South Africa. The study followed an exploratory design which adopted a qualitative approach, in order to vividly unveil how and why small businesses utilise social media marketing. A sample of six purposively-selected small business owners/managers from eMkhondo participated in this study. In-depth semi-structured interviews were used to collect data about their usage and perceptions of social media marketing in their small businesses. Interviews were supplemented by analysis of the businesses’ social media sites to provide more insight into their social media marketing efforts. Content and thematic analysis were used to analyse the data. The main findings of the study depict that there is low level of social media marketing engagement and adoption among these small businesses, which participants attributed to lack of time and expertise in adopting social media marketing. Participants also acknowledged that social media marketing can be beneficial to their businesses, but that the challenges they face are detrimental to their success. Research revealed that Facebook is the most popular site for social media marketing amongst the participants. Platforms such as Twitter, Instagram and YouTube were regarded by participants as too sophisticated, as they need people with the knowhow to implement them.
Service quality of the online classroom experience in higher education: the influence of lecturer-controlled variables.
(2023) Mokorotlo , Griffith Joseph.; Arbee, Aradhna.
This study attempted to understand what undergraduate students expect and perceive in terms of online lecture service quality, explore the influence of interventions related to lecturer-controlled elements of the classroom experience (i.e. interaction between students and staff, physical evidence and lecture production process) on students’ initial perceptions of online lecture service quality, and propose a model/tool to measure online lecture service quality at the National University of Lesotho (NUL). In adopting an action research case study design and a mixed methods approach, the study addressed the bias in the marketing literature towards purely quantitative investigation of service quality in education. Using a sample of 188 students and 14 staff from NUL, data gathered via multiple methods and in several stages facilitated deep exploration of the quality of the online classroom encounter at NUL. The study emphasised qualitative exploration by soliciting opinions of teaching staff via interviews on interventions they implemented and challenges they faced, and by using focus group discussions to collect data from various categories of students about online lecture service quality. Thematic analysis was used for qualitative data analysis. Based on input solicited during the focus groups and interviews, a modified three dimension SERVQUAL instrument was proposed as a suitable measure of the online classroom experience at NUL. Findings suggest that three main role players in the online teaching and learning activity are lecturers, students and technological infrastructure. Students hold that their learning experiences are impacted as they interact with lecturers and co-act in the lecture production process, while technological infrastructure is vital for the online teaching and learning process. As such, an instrument designed to assess contact lecture service quality cannot be readily used to assess online lecture service quality.
Unhealthy food advertising to South African children through television: a content analysis.
(2022) Bissoon, Tasvir Neeraj.; Arbee, Aradhna.
The extensive advertising of unhealthy foods and beverages has been identified by the World Health Organization as a factor that contributes significantly to childhood obesity. In 2020, one in eight African children were either overweight or obese. The South African government has yet to establish a law that tackles the issue of food advertising to children. This study aimed to determine the extent to which children in South Africa are exposed to unhealthy food advertisements on television, as well as the advertising appeals and promotional strategies used by advertisers of such foods in an effort to appeal to children. Previous South African content analyses have only sampled free-to-air channels whereas this study incorporated one free-to-air channel (SABC 1) and one subscription-based channel (M-Net), thereby including children from different socio-economic backgrounds. This study used a descriptive research design and a mixed methods research approach that was largely qualitative in nature. A total of 41 hours (spread over 14 consecutive days) of television was recorded on M-Net and SABC 1, during popular viewing hours for children. Data was extracted from the recorded television advertisements and analysed using deductive content analysis, to address the research questions about the extent and nature of such advertising. The findings show that 67% of food-related advertisements involved unhealthy foods. Furthermore, fast foods were the most frequently advertised unhealthy food category. Therefore, this study serves as a rationale for the implementation of stronger regulations for food advertising to children in South Africa. This study also revealed that South African children are exposed to more unhealthy foods on free-toair television than on subscription-based television. This indicates that middle-to-low-income households view advertisements for unhealthy foods more regularly than middle-to-high-income households. The findings further indicate that, within unhealthy food advertisements, emotional appeals and jingles or slogans were the most-utilised advertising appeals and promotional strategies.

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