Browsing by Author "Lappeman, James"

Now showing 1 - 4 of 4
  • Thumbnail Image
    Item
    Open Access
    English-language advertising effectiveness with illiterate or non-English-speaking consumers in the Western and Eastern Cape townships of South Africa
    (2022) Masito, David Mzamo; Lappeman, James
    Consumers globally demand more diversity, equity, and inclusion in the workplace, including in the media content they consume. Language is one of the most important diversity, equity and inclusion factors, cutting across race, gender, sexual orientation and disability. In the South African context, research has ignored the role of language in behavioural intention. Language has been a point of tension and conflict in South Africa for the country's entire colonial history. The apartheid system was particularly involved in shaping where people live (spatial planning), and the modern language ecosystem in South Africa because it was a system of separate development on the grounds of race. In South Africa, language, race and location highly correlate and intersect. Post 1994, everyone has had the right to use the language and participate in the cultural life of their choice and no one who exercises these rights may do so in a manner inconsistent with any provision of the Bill of Rights. These rights extend to capitalism, the buying and selling of goods, and the creation and consumption of advertising content. Within multiple business industries and brands, there is now a major focus on diversity, equity and inclusion, hiring, career progression, retention and producing, and telling diverse and inclusive creative stories. For the content of stories (advertisements) to be diverse and inclusive, the creators (client and agencies) need to become more deliberate, intentional and proactive about unstereotyping users or consumers. They are expected to do this by making sure the content reflects the general population, increasing screen time for all: who they cast, gender representation, director diversity, vernacular, voice, skin tones, race, sexual orientations, people with disabilities, location shoot diversity, and age groups, to mention a few. The primary purpose of this study was to evaluate the effectiveness of English-language advertising to non-English speakers in Western and Eastern Cape townships. The study focuses on television advertising, a form of marketing communication. The television medium in South Africa and the rest of Africa still has the greatest reach and media budget compared to marketing via digital platforms, radio, print, out-of-home, and emailing media. The study identified a number of theoretical frameworks and combined them to develop an integrated theoretical framework. The framework helped the researcher understand the complex nature of television advertising. The study proposed that the language used in an advertisement serves as an attribute and medium of experiences to influence customers' affective responses or intentions to act. A pragmatic philosophical stance was adopted, allowing the collection, analysis and interpretation of qualitative and quantitative data in a single study in three parts. The first sub-study collected and analysed quantitative data, the second involved four focus-group interviews, and the last study involved semi-structured interviews with experts. The development of an integrated theoretical framework is a major contribution of the study. As the first application of the Theory of Planned Behaviour to understand the effects of English-language television advertising on customers living in Western and Eastern Cape townships, the study contributes value to the marketing discipline. It also contributes significantly by combining quantitative advertising testing with traditional qualitative communication-testing methods. Practical implications of the study include a review of the use of the English language as a medium of communication to non-English-speaking consumers or those who speak English as a second or third language.
  • Thumbnail Image
    Item
    Open Access
    Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction
    (2018) Ransome, Kristin; Lappeman, James
    The consumption of meat and meat products has been cited as the most critical area to be addressed if we are to meet a sustainable future diet, regarding the impact on climate change and health. The numerous sustainability concerns that have been raised have stimulated calls to reduce the quantity of meat people in general eat, and have created an on-going global debate among policymakers, academics and practitioners. This research makes use of the Integrative Model of Behavioural Prediction (IMBP) in order to isolate the key determinants of what drives the intentions of middle to upper-income South Africans to engage in a meat-reduced diet (MRD). A two-phase methodology was utilised, by firstly conducting an elicitation study to identify the salient beliefs present in the population, and secondly by conducting a population survey to quantify the cognitive foundation of this behaviour. The empirical results showed that the areas of cognition which most strongly predict whether one intends to engage in an MRD were instrumental attitude, experiential attitude and injunctive norms. This study makes three primary contributions. Firstly, a theoretical contribution, through providing insight into how behavioural themes and beliefs materialise into changes in meat-consumption. Secondly, marketing practitioners can benefit from the insight offered by IMBP, which is valuable as it helps to identify what behavioural shift is required to promote MRDs. Lastly, this study contributes to the methodology utilised when applying the IMBP by applying the model to dietary behaviour, which has received comparatively less attention in the past.
  • Thumbnail Image
    Item
    Open Access
    Monthly expenditure category fluctuations and trade-off in South Africa bottom of the pyramid households
    (2017) Lappeman, James; Chigada, Joel; Pillay, Pragasen
    This exploratory study investigated changes in the allocation of household expenditure between various product or service categories in a sample of South African low-income or 'bottom of the pyramid' (BoP) households. First, the mixed methods research quantified the monthly income and expenditure fluctuations in the sample of households over a period of four months. In addition, study identified and quantified expenditure category trade-offs in the target households. Finally, a qualitative inquiry explained the reasons for the fluctuations and the trade-offs identified in the first two components. The study was based on the existing BoP proposition and specifically focused on BoP consumer decision-making theory. Methodologically, the study was a monthly longitudinal panel over four months. The quantitative component employed a once-off baseline questionnaire to gather household data. The participating households then completed monthly self-complete financial diary questionnaires that recorded both income and expenditure. The qualitative component involved interviews with representatives from the participating households and provided details to explain the underlying causes for changes in monthly expenditure patterns. The study was conducted in four provinces with eighty BoP households participating in the research. The study found significant variation in both household income and expenditure between months. The variation and consequent trade-offs between expenditure categories was caused by calendar-related phenomena (such as the festive season), income shocks, unforeseen expenses and spreading the household budget over multiple months. In addition, large fluctuations in income resulted in a constantly shifting allocation of expenditure to categories that required the most attention at a particular point in time. Informal savings (stokvels) and micro-enterprise expenses also contributed to fluctuations in income and expenditure. This study provides unique insights that fill a vacuum in the current body of academic and industry knowledge for this segment of close to forty million BoP South Africans. No study of this nature has been published in either South African or international journals.
  • Thumbnail Image
    Item
    Open Access
    The impact of culture on trust and purchase intention in social commerce shopping behaviour
    (2018) Esterhuizen, Joanne; Lappeman, James
    Social commerce has evolved through the advancement of web 2.0 technologies, the significant rise of smartphone usage, and the increased popularity of social media platform usage such as social networking sites. Social networking sites have unique social sharing capabilities, which enable consumers to research products and services and make informed shopping decisions based on the trust developed in their online community. Brands acknowledge the importance of building and gaining consumer trust, because trust is a significant determinant for successful online transactions. Trust is equally essential to social commerce success, and is established as a positive influence on purchase intention. Considering the impact of trust on the consumer decision-making journey online, how this trust develops and what moderates this trust are of equal significance to brands and academics. Despite the plentiful research conducted in social commerce, the moderating role of culture on trust in social commerce is questioned, and the uncertainties of its impact within an emerging country is evident through insufficient academic research. The research design used in this study was cross-sectional in nature. Quantitative data were collected from a sample of social commerce users though an online survey administered on a branded Facebook page. Adopting an integrative social commerce framework by Kim and Park (2013) and the national cultural framework of Hofstede, the findings demonstrated a positive relationship between trust and purchase intention, and no moderation of culture on trust. Reinforcing previous academic research on the significance of trust in social commerce – further recommendation is given on the exploration of culture on trust and purchase intention.