Browsing by Author "Botha, E"

Now showing 1 - 3 of 3
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    How sociable? An exploratory study of university brand visibility in social media
    (APM, 2011) Botha, E; Farshid, M; Pitt, L
    Social media has changed both the way in which organizations and their brands interact with their customers and the way in which business gets done. Brands are attempting to utilize social media to reach existing customers, gain new ones and build or maintain credibility and reputation. More importantly, brands need to measure their visibility in the most popular social media relative to that of competitors. This study describes a tool for collecting brand visibility information by looking at the visibility of various South African university brands and their relative positioning from a social media perspective. Correspondence analysis is then used to portray the various university brands in a multi-dimensional space so that they can be contrasted with each other in terms of their visibility in social media. The findings indicate that South African university brands are not distinctly positioned in social media and that none of them seems to currently have a concerted strategy for engaging its stakeholders in a particular social media. This means that there are both opportunities for those who manage these brands, and also threats to these institutions for taking a laissez fair attitude to social media in these times when social media are coming to dominate the Internet in particular and media in general.
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    The impact of personality and self-efficacy on customer revenge behaviour
    (2013) Eksteen, Annelie; Botha, E
    Betrayed customers are increasingly seeking ways to restore fairness. One way to do this is through customer revenge. Customer revenge behaviour has become an increasingly important topic in marketing research, especially with the far reaching impact that online complaining (a form of indirect revenge) has. Revenge behaviour usually takes place after a service failure and a failed attempt at service recovery, and is an attempt to redress an interpersonal offence by committing an aggressive action against a perceived offender. This is done to 1) get even with the company, 2) restore a moral balance, or 3) is sometimes justified by customers as a moral obligation to restore the balance between the customer and the firm. There are two forms of revenge behaviour: direct and indirect revenge. Direct revenge consists of marketplace aggression and vindictive complaining, and indirect revenge consists of negative word-of-mouth and online complaints. This study expands and tests a comprehensive model of customer revenge behaviour (adapted from Gregoire, Laufer & Tripp, 2010) within a service environment. Revenge behaviour is usually an attempt to redress an interpersonal offence by committing an aggressive action against a perceived offender (Bechwati & Morrin, 2003; McCullough et al., 2001; Zourrig et al., 2009). Previous models of customer revenge behaviour assumes that all customers go through certain phases towards a desire for revenge and then, possibly, actual revenge behaviour. This study attempts to show that some customers are more likely to enact revenge than others. First, the key role that customers’ personality type plays in the development of a desire for revenge is investigated. Personality type can be described as a combination of characteristics that makes up an individuals’ character (McCullough et al., 2001). Two personality types (derived from the Big Five personality types) that are hypothesised as being more inclined to developing a desire for revenge: agreeableness and conscientiousness, where customers who have low levels of agreeableness and low levels of conscientiousness are more inclined to develop a desire for revenge.
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    Social influence of siblings and friends in generation Y's development of risk preferences
    (2014) Montandon, Andrew; Botha, E
    Social influence can impact various characteristic of individual, including their beliefs, attitude and ultimately their behaviour. Social Marketing is an activity primarily concerned with identifying and modifying socially undesirable behaviours in a given population group. Adolescents typically receive the greatest amount of attention as they are highly prone to engaging in risky behaviour such as binge drinking, smoking and other dangerous activities.