Browsing by Author "Ferreira, Caitlin"

Now showing 1 - 3 of 3
  • Thumbnail Image
    Item
    Open Access
    Social media performance of user generated content and its relationship with conspicuous consumption: through the lens of the expectation confirmation theory
    (2016) Ferreira, Caitlin; Botha, Elsamari
    Early theories of conspicuous consumption proposed a framework in which individuals attempt to imitate the consumption patterns of others that maintain a higher social status. This results in individuals ostentatiously displaying their consumption patterns in order to reinforce their social status. The advent of social media has provided individuals with a new platform on which to display their conspicuous consumption. All consumption now has the possibility to become conspicuous consumption, displayed to a large network of friends and followers online. When individuals post content on social networking sites (SNSs), referred to as user-generated content, they hold some initial expectations regarding the response that their content will receive. This response (for example Likes and Comments on Facebook) is referred to as Social Media Performance in the current research. While research has been conducted, albeit minimal research, into measuring the performance of brand-generated content, no academic research has considered the perceived performance evaluation of individual user-generated content. Previous research has identified a link between online performance, referred to as Social Media Performance in the current research, and conspicuous consumption. This link has however been suggested to be moderated by three variables, selfesteem, social media usage and emotion, tested separately as positive and negative affect. The current research sought to evaluate the moderating influences that selfesteem, social media usage and emotion exerted on the relationship between Social Media Performance and conspicuous consumption. This was done through the lens of the Expectation Confirmation Theory (ECT), as Social Media Performance is posited to follow an Expectation Confirmation Theory framework, in which SNS users are either satisfied or dissatisfied depending on their subjective evaluation of performance. A conclusive, causal research design was implemented; making use of a nonprobability sampling technique that achieved a sample size of 282 respondents. The target population consisted of young adults, between the ages of 18 and 29 years, due to the adoption of SNS usage amongst this age cohort. The results found a negative correlation to exist between self-esteem and conspicuous consumption and a positive correlation to exist between social media usage and conspicuous consumption. Furthermore, self-esteem, social media usage and negative affect were found to moderate the relationship between Social Media Performance and conspicuous consumption. In particular, in the presence of negative Social Media Performance, higher levels of social media usage and lower levels of negative affect exerted a greater influence on this relationship. Whereas in the presence of positive Social Media Performance, lower levels of self-esteem and higher levels of negative affect exert a greater influence on this relationship. This research has also confirmed the positive relationship between social media usage and conspicuous consumption.
  • No Thumbnail Available
    Item
    Open Access
    The Impact of Green Supply Chain Management Practices on Consumer Behaviour: An Amazon Ltd Case Study in France
    (2024) Sakala, Kaluba; Ferreira, Caitlin
    As environmental concerns continue to expand in relevance, businesses must shift their focus towards sustainability in their operations. Green supply chain management (GSCM) is a central strategy that seeks to diminish the environmental impact of procurement, manufacturing, transportation, and waste management. Despite this, there is a paucity of research exploring the connection between GSCM practices and consumer behaviour. This study addresses the gap by investigating the link between GSCM practices and consumer behaviour, with a specific emphasis on Amazon, a multinational retail company based in France. The theory of planned behaviour (TPB) is utilised as a conceptual framework, aiding in analysing the factors that drive consumer purchase decisions. The study adopted a qualitative methodology, conducting interviews with 15 environmentally conscious Amazon customers. Findings highlight that while consumers prioritise sustainability, other factors such as price, product availability, and convenience greatly influence their purchasing decisions. A significant discovery was the influence of knowledge and attitudes on consumer behaviour towards GSCM. The study also identified notable variations in consumers' understanding and perception of Amazon's GSCM practices. Consumer scepticism about Amazon's sustainability efforts was found to influence their purchasing decisions. By prioritising sustainability, companies can fulfil the demand for environmentally friendly products and influence consumer choices. However, it's important to acknowledge the limitations of this study, which primarily focuses on Amazon in France and may not be fully generalisable to other industries, geographical locations, and consumer demographics. Future research should delve into the impact of GSCM practices on consumer behaviour in a variety of contexts to provide a more comprehensive understanding. This study contributes to a more environmentally conscious future by understanding the factors that influence consumer decisions and addressing the challenges of implementing GSCM practices.
  • Thumbnail Image
    Item
    Open Access
    Usage of Twitter by state-owned enterprises to communicate with customers: A case of Transnet South Africa
    (2020) Mello, Tsebiso Lisbeth; Ferreira, Caitlin
    Social media is proving to be a critical factor for firms moving towards digital marketing strategies. Substantial economic advantage is gained when companies make use of social media platforms such as Twitter to modernise their businesses and start interactive communication with their target market. Social media can have a great impact on the efficiency and performance of state-owned enterprises, which are often plagued by information irregularities that compromise information disclosure and lower the standards of accountability within the state-owned enterprises. Without social media, customers are often unable to evaluate the product and services that the state-owned enterprise is offering before making an offer. An interpretivist research paradigm was adopted and informed this study which applied a mono qualitative research methodology. Sample elements were selected using non-probability purposive and convenience sampling techniques. Data was gathered through a pre-designed interview guide with open-ended questions from the research site. In addition, the case study research design was used in this study. All interview transcriptions were recorded with the aid of a voice recorder and exported to NVivo 11 for cleaning and coding, resulting in emerging themes. Thematic data analysis was performed on the data sets, allowing a detailed discussion of each theme in line with research objectives. The study established that adopting and using social media was the appropriate strategy for firms. Firms, especially state-owned enterprises, reached a larger audience. In addition, the study established that the quality of content uploaded and shared on social media should be of very high quality to project a positive image of the organisation. Appointing dedicated senior personnel to manage the social media strategy enhanced the effectiveness of social media. The study recommended that further research be conducted on other types of social media to allow organisations a wider selection of choices. The study indicated that employees were compelled to use Twitter; thus, a policy shift in the use of social media required managers to put in place Information Communications Technology and Privacy and Security Policies. In order to educate everyone in the organisation, management had to ensure that its policies did not infringe on human rights.