Browsing by Subject "Film and media"
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- ItemOpen AccessConstructing brand loyalty via social networks(2014) Struben, Sarah-Annique; Irwin, RonaldIdentifying the construction of brand loyalty via social networks requires an analysis of the information sharing of a product or brand amongst a social network, therefore indicating the strength of the brand loyalty members of a social network not only have towards a brand, but also promote to other members of the same social network. This exchange of information amongst social network members is called ‘homophily’, where “similarity breeds connection” (McPherson, 2001, p.415). In order to determine the strength of brand loyalty amongst a social network, a qualitative study was performed on a sample of consumers from the ‘digital age’ generation (Castells, 2010, p.xviii), examining the extent of information exchange via social media as well as via the social networks. In addition to this a minor case study was conducted where participants were asked a serious of questions that pertained to a specific brand, that of Woolworths. This was done in order to determine the strength of the brand loyalty they had for a particular brand that may then be theoretically applied on a general scale. As a result the strength of their brand loyalty was determined, indicating whether or not brand loyalty can be constructed via social networks. On the whole it can be determined that social networks play a strong role in the development of brand loyalty, particularly as it pertains to the current digital generation. Keywords: Social Network, Habitus, Purchase Behaviour, Networked Society, Brand Loyalty, Consumer satisfaction, Homophily, Brand Trustworthiness
- ItemOpen AccessEverything I am not: Discovering who I am(2023) Gubangxa, Sivenkosi; Kabwe, Beverly; Fleishman MarkMy research explores the decolonisation of the self by excavating what emerges when the black African woman works to transcend traumatic memory to renew and heal. I suggest that traumatic memory be likened to a scar or a wound on the body. I, a contemporary black South African woman, seek to heal from the wound created by dominant structures of oppression such as slavery, colonialism, patriarchy, and apartheid. I am prompted by the work of black African feminist, Namanzi Choongo Mweene Chinyama (2017), as to how traumatic memory enters our consciousness to distort our understanding of self. I advocate for a process of decolonising which endeavours to break away from structures that inhibited black African women's liberation, denying them their cultural ideologies. Decolonising the self asks us to repossess, take back and re-imagine ourselves by invoking connections to ourselves, our bodies, our ancestors, the land, and others to cultivate inherent knowledge. I use my lived experience to demonstrate how the cultural apparatus of 19th-century racism is still actively created in South African society and globally today. Aspects of this apparatus are the negative stereotypical constructions and myths used to devalue and create ideas of inadequacy in black women to maintain dominance over them. I employ a black African feminist perspective as a framework which encourages placing black women's experiences at the centre of the inquiry. Using a mixed autoethnographic and Practice as Research (PaR) methodology, my research re- imagines representations of black African female experience in South Africa. Thus, it seeks to probe deeper into how implying certain subversions of authoritative hegemonic frames by disturbing accepted social categories and given constructs, creates alternative spaces for the assertion of black African women. I attempt to deconstruct, disturb, and reject normative categorisations to re-construct them, re-claiming, re-imagining, representing, re-discovering, re-shaping and re-membering in the present as a vital part of reclaiming the power of self- definition and healing. Keywords: Black African Women, Trauma, Healing, Decolonisation, Practice as Research, Autoethnography