Browsing by Department "Marketing"

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    A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa
    (1979) Wigram, Nigel Francis; Brice, H
    [ page 3-5, 3-8, A7-11, 2 missing] This thesis presents a method of gauging advertising effectiveness through the measurement of changes in purchasing patterns caused by the controlled exposure to advertisements. The concept is not entirely new, but it is thought that this is the first time that a practical system has been designed and tested. Certainly it is new to the insurance industry in South Africa. In order to provide a framework within which to measure advertising effectiveness, the thesis proposes certain models of the way in which advertising works for the insurance industry. Although these models provide the basis for the empirical studies, they are not essential to the proposed methodology. Advertising effectiveness can, however, only be measured against agreed objectives and implies a defined scale of values. Those objectives and, values must in their turn be absolutely relevant to the true purpose of the advertisement. It is suggested that in certain other measurement systems relevance is forced to yield to expediency. Essentially the method requires that advertising messages are dispatched by direct mail to random samples drawn from a list which effectively represents the total universe of the target market.
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    The adoption of lean techniques to optimise the on-shelf availability of products and drive business performance in the food industry: a South African manufacturing and retail case study
    (2013) Domingo, Tony Mendes; Chivaka, Richard
    The degree of sustaining business performance, while maintaining competitive costs, satisfied consumers and customers has become more difficult and harder to achieve. To date, both retailers and manufacturers are economically challenged as they enter into a new age and era that is characterised by a restructuring of the supply and demand known today, the one in which the consumer demand chain will both lead and direct all organisational processes. The greatest challenge in manufacturing and retail supply chains today continue to be the inconsistency of product availability. Both retailers and their manufacturers frequently find themselves in positions where they either have too much stock of specific stock-keeping units (SKUs) or insufficient stock levels of a particular SKU, Steve (2010). Retailers and their suppliers both seek to avoid the costly out-of-stock (OOS) situations, which result in lost revenue opportunity for both parties. OOS can also damage shopper loyalty as frustrated consumers might seek out alternative retailers for the same merchandise, while on the other hand suppliers' brand loyalty can be impacted if a competitor's product is substituted instead. It remains true that the two pillars of business, namely demand and supply, still rule. Traditionally, putting supply before demand, with its implied precedence, was the correct approach to apply, but in today's business environment, there is a major shift taking place, predominantly driven by the cycles in globalisation that would be faster than in the traditional way, oversupply in the fast -moving consumer goods industry, a parallel loss of pricing power, consumers with a twenty-four hours access to precise pricing information, which terminates the power of information scarcity, and shorter product life cycles. The global economic crash that represented a global economic storm led many organisations to rethink the manner in which organisations are led. A consensus exists among many authors and commentators that the emerging economic order has imposed changes to the very way companies are doing business.
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    Analysing the loyalty levels displayed by football fans: A case study on Cape Town City Football Club
    (2017) Desai, Muhammed; Chigada, Joe
    According to conventional wisdom, football fans exhibit perpetual loyalty to the clubs that they choose to support. These prevailing beliefs are largely the product of the fanaticism and intense partisanship that fans display. However, in South Africa, the reality is that the majority of the football teams are either failing to harness this loyalty, or that the loyalty levels that their fans display, contradict conventional wisdom. Due to the important role that these fans play in revenue generation, there is a need for leadership at these clubs to better understand this lucrative market. The objective of this study was to establish whether the loyalty levels displayed by fans in South Africa correspond with, or contradict, conventional wisdom. The limited understanding of the matter within a South African context means that clubs lack the required understanding of their respective fan bases. This creates a situation, which stifles the efficacy of management to implement positive changes. This study was anchored in the model of Stewart and Smith (2007) of sport fans' motivations. There are three core dimensions distinguished by the model. These relate to psychological, socio-cultural and social motives, all of which facilitate the process of an individual becoming a fan; and then subsequently remaining loyal. A qualitative research approach was used to collect the data for this study. An interview guide was used to collect the information from the fans and the top management of Cape Town City Football Club through face-to-face interviews. Each interview was recorded with the aid of a voice recorder and all the data collected were then transcribed. The findings from the study show that fans demonstrate more support to Cape Town City Football Club when the team is winning, as opposed to when it is going through a rough patch. Conclusively, the lack of understanding of fans in football clubs means that it is difficult to communicate in an all-inclusive way, considering that not all fans are the same. Based on the findings, the study suggests that leadership at South African football clubs should allow for open dialogues to be created, in which the issues can be discussed; so that practices implemented would better serve the target population.
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    Attitudes towards church retailing in Cape Town, South Africa
    (2016) Bundwini, Nqobile; Lappeman, James R
    Religion and commerce are two concepts which give rise to divergent views when associated with each other. Nevertheless, churches are increasingly making use of commercial methods such as marketing and retailing for a vast array of purposes including fundraising, connecting with their congregation and keeping abreast of social, technological and economical changes. As such, the Christian retail industry is a booming industry which cannot be ignored. It is common practice for businesses to investigate various aspects of their target consumers in order to align their efforts to meet the consumers' needs. Likewise, it is necessary that churches that engage in retailing conduct a thorough analysis of their target market. Furthermore, church retailers should consider the peculiar nature of their consumers, which may be influenced not only by their short-term, product-based needs but by their long-term, spiritual needs as well. This research is important as individuals who view the retailing of certain products by churches negatively are unlikely to purchase from church retailers, and may even be unlikely to consider attending the churches that retail those products. In addition, this research will provide church retailers with insight into their consumers, enabling them to structure their retailing efforts more effectively. This study investigates the attitudes of church members toward church retailing, as well as attitudes towards various types of church retail products. A series of 26 in-depth interviews were conducted for this study, resulting in each individual expressing antithetical attitudes towards the broad concept of church retailing, with more distinct positive and negative attitudes emerging following further enquiry about particular product types. Generally, attitudes were more positive towards products perceived to be more authentic with regards to the religious mission of the church, and more negative toward products they perceive to stray from it. Furthermore, attitudes towards church retailing were influenced by what individuals perceive to be the churches' reasons for retailing, as well as the individuals or communities benefiting from the proceeds thereof. The principle inference emerging from this study is that the attitudes of church retail consumers are essential as they largely influence their likelihood to purchase and, in turn, the success of church retailers.
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    Evaluating the influence of corporate social responsibility on brand reputation in the mining industry: a case study of Exxaro's Grootegeluk mine
    (2021) Mashego, Sendra Dimakatso; Madinga, Nkosivile; Chigada, Joel
    Corporate Social Responsibility (CSR) is now playing an imperative role in South Africa and globally, especially in the mining sector. This industry is expected to make profits while contributing towards a better society. Despite the industry‘s significant contribution to the economy, it also has a negative impact socially and environmentally. Over the past decades the mining sector has been seen as not mindful of its immediate stakeholders. Communities in close proximity to mines do not trust mining companies due to perceptions that mining companies fail to consider the environment within which they operate. Communities are often left with the impression that mines have simply degraded the environment without contributing to sustainable local development such as such as poverty, health, infrastructure, education and unemployment. The reputation of mining companies thus has declined, resulting in economic losses. Mining companies still interpret CSR as an environmental stewardship rather than a model for improving alignment with its stakeholders, as well as enhancing and building brand reputation. The purpose of this study is to evaluate the impact of CSR on the mining industry's brand reputation. The study links the CSR efforts of Exxaro‘s Grootegeluk Mine and their ability to enhance the mine‘s reputation in areas of operation. Exxaro is among the top five coal producers in South Africa. The Grootegeluk Coal Mine is an open cast coal mine in Lephalale, Limpopo. A quantitative research methodology was applied using a face to face structured self-administered questionnaire to collect primary data from a sample of 330 participants. Descriptive statistical analysis was conducted with a view to condense the sample composition. The non-probability sampling was deemed appropriate for this study, particularly, the simple random sampling. Regression analysis was deemed suitable to for this study. The collected data was analysed using SPSS version 26.0. Research results have shown that CSR has a favourable association with brand reputation. The study found that community members are more aware of the mine‘s economic responsibility in relation to other dimensions of CSR. This finding implies that the community is more in-tune with aspects that have a direct bearing on their livelihood and are more inclined to seek opportunities and initiatives that improve their overall standard of living. Overall, the findings show that organisations that invest in socially responsible behaviour have higher levels of perceived reputation among the society. Philanthropic initiatives should be developed with the involvement of community members to ensure that their real needs will be determined. Poorly developed community projects do not benefit the mine or the community. The mines should look into sourcing the majority of its staff from the local community. In addition, mining organizations should look into aggressively training local community members who do not possess the required skills necessary for employment within the mining sector. Furthermore, communities should be made aware of all CSR initiatives which are relevant to them through community engagement initiatives because this action will lead to attitude and behaviour changes towards the mine. Previous studies have focused mainly on how CSR initiatives contribute to brand value, customer satisfaction, brand attitude, customer retention, and customer loyalty, and on the relationship between CSR and organization performance. This study highlights the importance of CSR measures on organizational reputation and advises policymakers, the mining industry and scholars.
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    Evaluating the influence of corporate social responsibility on brand reputation in the mining industry: a case study of Exxaro's Grootegeluk mine
    (2021) Mashego, Sendra Dimakatso; Madinga, Nkosivile; Chigada, Joel
    Corporate Social Responsibility (CSR) is now playing an imperative role in South Africa and globally, especially in the mining sector. This industry is expected to make profits while contributing towards a better society. Despite the industry‘s significant contribution to the economy, it also has a negative impact socially and environmentally. Over the past decades the mining sector has been seen as not mindful of its immediate stakeholders. Communities in close proximity to mines do not trust mining companies due to perceptions that mining companies fail to consider the environment within which they operate. Communities are often left with the impression that mines have simply degraded the environment without contributing to sustainable local development such as such as poverty, health, infrastructure, education and unemployment. The reputation of mining companies thus has declined, resulting in economic losses. Mining companies still interpret CSR as an environmental stewardship rather than a model for improving alignment with its stakeholders, as well as enhancing and building brand reputation. The purpose of this study is to evaluate the impact of CSR on the mining industry's brand reputation. The study links the CSR efforts of Exxaro‘s Grootegeluk Mine and their ability to enhance the mine‘s reputation in areas of operation. Exxaro is among the top five coal producers in South Africa. The Grootegeluk Coal Mine is an open cast coal mine in Lephalale, Limpopo. A quantitative research methodology was applied using a face to face structured self-administered questionnaire to collect primary data from a sample of 330 participants. Descriptive statistical analysis was conducted with a view to condense the sample composition. The non-probability sampling was deemed appropriate for this study, particularly, the simple random sampling. Regression analysis was deemed suitable to for this study. The collected data was analysed using SPSS version 26.0. Research results have shown that CSR has a favourable association with brand reputation. The study found that community members are more aware of the mine‘s economic responsibility in relation to other dimensions of CSR. This finding implies that the community is more in-tune with aspects that have a direct bearing on their livelihood and are more inclined to seek opportunities and initiatives that improve their overall standard of living. Overall, the findings show that organisations that invest in socially responsible behaviour have higher levels of perceived reputation among the society. Philanthropic initiatives should be developed with the involvement of community members to ensure that their real needs will be determined. Poorly developed community projects do not benefit the mine or the community. The mines should look into sourcing the majority of its staff from the local community. In addition, mining organizations should look into aggressively training local community members who do not possess the required skills necessary for employment within the mining sector. Furthermore, communities should be made aware of all CSR initiatives which are relevant to them through community engagement initiatives because this action will lead to attitude and behaviour changes towards the mine. Previous studies have focused mainly on how CSR initiatives contribute to brand value, customer satisfaction, brand attitude, customer retention, and customer loyalty, and on the relationship between CSR and organization performance. This study highlights the importance of CSR measures on organizational reputation and advises policymakers, the mining industry and scholars.
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    Exploring factors influencing Black South African Millennials when considering African Ankara fashion
    (2016) Mbumbwa, Tendai; Chigada, Joel
    The cyclical evolution of fashion has been based on the designs and styles composed in the fashion capitals of the world. Novelty and expression have been determinants of leading fashion. African fashion portrays both these elements through the vibrant fabric and culturally inspired pieces of clothing. With Western fashion dominating South African shopping centres, whether the younger and significant black South African Millennial (BSAM) cohort members ascribe any value to African fabric fashion is a matter of interest. The objective of this study is to explore, investigate and ascertain what factors BSAMs consider to be influential in their consideration of AFF. The adoption of fashion is a behaviour, which is preceded by a consumer holding the intention to so act; the intention to adopt fashion is influenced and altered by multiple different factors; AFF is arguably "new" fashion to the target population, based on the dominance of first-world fashion in the country; thus it is of interest to see what factors BSAMs consider to be influential when considering AFF. The data for this interpretivist study was collected through the use of a qualitative research methodology. The data were analysed manually. The theoretical framework and the literature review showed that the Theory of Planned Behaviour (TPB) was the basic theory for the study. This model was modified in line with the objectives of this study. Five factors structure the model, namely: attitude, social values (normative variables), fashion involvement, country-of-origin (COO) effect and consumer ethnocentrism (CE) (all perceived control variables). The generation, which is entering the working world and whose fashion selection is increasingly coming under their own control, desire to buy the fashion at affordable prices. Companies that target the cohort should recognise the pride, which the cohort holds in being African. Their pride must be recognised and acknowledged, and even supported; in order to appeal to this generation. Musical celebrities should be used in marketing campaigns; and the social media should be a channel utilised; since much interest in the medium has been shown by the findings of this study.
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    Exploring the factors affecting employee motivation to be innovative on product development: A case study for Woolworths South Africa
    (2021) Truter, Tessa; Mathews, Ozayr
    The global business industry is greatly affected by revolutionised human knowledge that requires a continued understanding of human preferences, needs and wants. Motivation to innovate must be understood when marketers aim for business success. Business success is seen in customer satisfaction and employee performance. The starting point for success is the miraculous ideas of employees. These ideas can be anything from the creation of a product or service to the execution of that product or service. Exploring the factors affecting the motivation to innovate on product development may lead marketers to business success by increased profitability, a bigger customer base, and retaining motivated skilled employees with the ability to innovate. This research is based on the South African multinational retailer Woolworths, with the focus on food and design packaging. A qualitative research approach was followed where data was collected from 11 participants using semi-structured individual face-to-face in-depth interviews and structured questionnaires. This study followed a manual thematic approach in an inductive manner. The needs of the participants in this study were categorised into three sections: Need for power, need for achievement and need for affiliation. This study also introduced McClelland's extended needs, and the motive for self-expression stood out among the cohort, confirming their creative skills. With the aid of individual components, domain-relevant skills, intrinsic task motivation and creativity stimulants, the study was able to link the presence of creativity to motivation and innovation. It confirmed that once the creativity intersection combines with organisational components there is a motivational synergy that produces innovation. The results of the study further indicated that internal motivation factors had a greater impact than external factors. As per organisational components, business values were shown to have an influence on the development of a product design. Legislation policies were deemed beneficial to forced creative thinking, yet it was also regarded as a limitation that can be improved through creative flexibility. Other factors that emerged were organisational socialisation, aligned stakeholder communication, sufficient market research, and respecting the emergence of seasonal trends. Future research should explore ways of improving organisational components that act as external influences on individual creative thinking. Moreover, future research should explore how effective training can help stakeholders learn and acquire the rights needs together with the continuous support from the business.
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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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    An investigation into brand loyalty, and the case for house brands in the emergent township market
    (2000) Oakenfull, Catherine; Simpson, John
    Includes bibliographies.
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    An investigation into international tourists' perceptions of Cape Town as a holiday destination : one destination - an unforgettable experience
    (2003) Prayag, Girish
    The fundamental product in tourism is the destination experience. Despite Cape Town offering a unique experience, the destination lacks a dear and positive brand images that persuade international tourists to visit. Currently, it cannot be ascertained how international travellers perceive brand Cape Town. As such it is felt that a significant number of tourists are being forsaken. Thus, it is imperative that research be conducted in order to gain a greater understanding of the brand, thereby enabling Cape Town to be positioned in a manner that lives up to tourists' expectations. In April 2001, the Joint Marketing Initiative was created to align the marketing efforts of the various destination-marketing organisations responsible for marketing the province of Western Cape and the city of cape Town both internationally and domestically. This is necessary to achieve consistency in image and message communication. This investigation is one of many commissioned by the Cape Metropolitan Tourism to improve stakeholders' understanding of brand Cape Town.
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    Managing service quality by managing the service encounter : a case study of commercial banks in South Africa
    (2001) Govender, Krishna K; Brice, H; Radford, J
    This research examined the influence of two socialization strategies, namely Formal and Informal, on the participants in the service encounter; more specifically on service quality. A mail survey by means of self administered questionnaires was conducted among a matched sample of 210 front-line employees and 1050 customers in three major commercial banks with national branch networks in South Africa.
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    Managing service quality by managing the service encounter : the effects of organizational socialization strategies
    (1998) Govender, Krishna K; Brice, H; Radford, E J
    This research was undertaken primarily to develop a conceptual model of service quality showing the Organizational Socialization-Service Quality linkage. Two organizational socialization strategies, namely, Formal and Informal socialization were conceptualized to influence the participants in the service encounter (the service customer and service employee), and the customers' perception of service quality. Since the literature suggested that a number of variables mediate or intervene in the organizational socialization-service quality linkage, the following variables were also included in the conceptual model, namely, organizational climate, role ambiguity and role conflict.
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    A profile of international participants of the 2004 Cape Argus Pick 'n Pay Cycle Tour
    (2005) Shaffie, Rushan; George, Richard
    Sport tourism is a niche market within the broad field of tourism in South Africa. The tourism industry of this country is relatively young in terms of development when compared to European and American countries as a result of the retardation caused by apartheid. While the leisure tourist market in South Africa continues to be researched extensively, the niche Special Interest Tourism (SIT) markets, particularly that of sport tourism, are being overlooked to a great extent and continue the struggle to reach the levels of similar, developed markets. Many other aspects of the sport tourism industry of South Africa require research, to provide the knowledge that will help the country position itself adequately and capitalise on this market. This Includes investigation into SA as a host destination of events, profiling the international sport tourists who visit SA as well as the domestic sport tourists that travel to sporting events within the country. The Cape Argus Pick 'n Pay Cycle Tour (CAPPCT) is a world-renowned event and satisfies the criteria of the definition of a hallmark event i.e. "Major one-time or recurring events of limited duration, developed primarily to enhance the awareness, appeal and profitability of a tourism destination in the short and/or long term. Such events rely for their success on uniqueness, status or timely significance to create interest and attract attention". Consequently, this event was selected as the ideal event on which to investigate the above-mentioned aspects. Sport tourists' choices are influenced by many intrinsic and extrinsic factors. These intrinsic factors include the inherent needs and motivations that drive the individual. The widely used Needs hierarchy depicts the order in which an individual's needs are satisfied. One begins with the lower-order needs such as nutrition, shelter, security, which are followed by higher-order needs such as social acceptance, status and self-actualisation. The notion is that as lower order needs are satisfied, higher order needs that are more associated with the ego than the body, take precedence and become more important. In addition one's identity and how one seeks to define it are of great importance. Many spectators and players define themselves by the sports that they play and the teams that they support (and identify with), to a great extent. An external factor such as sub-cultural membership provides the individual with a different set of benefits and ultimately fulfills higher level needs far more effectively.
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    Quantifying the Impact of Message Framing on Consumer Attitudes Towards the Consumption of Meat Products in Cape Town: A Consumer Neuroscience Approach
    (2021) Zunckel, Caitlin; Pillay, Pragasen; Rosenstein, David; Drummond, Mark
    Is it more effective to evoke negative emotions in social advertisements than positive emotions? This study compared positive and negative message framing strategies in social marketing advertisements that aimed to encourage a reduction in meat consumption. This project explored how each strategy influences consumers' attitudes toward the recommended behaviour and investigated the role of emotional and attentional responses to each message framing strategy. The purpose of this research was to determine whether negatively framed messages are more effective than positively framed messages in influencing consumers' attitudes, emotions, and attention. The motivation of the study was to provide formative research for the design of social marketing interventions to effectively influence consumers' attitudes towards advertised causes with the use of message framing, and to advance theoretical understanding of how consumers respond to social marketing interventions. Furthermore, this research attempted to resolve differences between results obtained in previous framing research in the social marketing context. This study uniquely proposed the use of cutting-edge consumer neuroscience techniques to develop a clearer understanding of consumers' emotional and attentional responses to social marketing advertisements. The results were presented from a mixed-method approach, which combined quantitative and qualitative research methods. An experiment was conducted by using two social marketing print advertisements aimed at encouraging a reduction in meat consumption, by highlighting the impact of consuming meat products on animal welfare. Respondents involved in the experiment viewed an advertisement that was either positively framed or negatively framed. The research applied self-reporting methods, as well as consumer neuroscience methods, including facial coding, galvanic skin response (GSR), and eye-tracking, to explore the proposed research framework. The combination of these methods allowed the collection of data on attitudinal, emotional, and attentional responses. The results of this research demonstrated that negatively framed advertisements are more effective in changing consumers' attitudes towards reducing meat consumption than positively framed advertisements. Thus, messages aimed at encouraging a reduction in consumption should highlight the negative consequences of participating in certain behaviours. Neither emotion nor attention were found to mediate the relationship between message framing and attitude. However, positively framed advertisements elicit significantly higher levels of emotional valence; and negatively framed advertisements elicit significantly higher levels of disgust and attention. Social marketers should, therefore, leverage these feelings of disgust; and they should implement negative framing strategies to increase the attention paid to an advertisement. However, educational social marketing interventions should be considered, in combination with negative message framing, to effectively influence consumers' attitudes towards social issues. These findings have provided research for better developing message framing strategies for the communication of sustainable consumption. Furthermore, these strategies contributed to the existing social marketing literature by addressing the lack of information on marketing efforts aimed at reducing meat consumption. This research also filled important gaps in the literature regarding positive versus negative message framing strategies, and social marketing interventions can now be implemented with an increased understanding of how consumers respond to different message framing strategies.
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    South African Rooibos industry : opportunities and constraints with special reference to the German consumer market
    (2004) Gress, Tobias; Brice, Helen
    Over the last decade a South African product, namely Rooibos, has conquered the German consumer market. It initially started as a small trend amongst health conscious people, developing into a staple product, to being difficult nowadays to imaging Rooibos not being available for sale. As Rooibos gained popularity on the extremely competitive German food market, marketing strategies had to change accordingly. To reach the mass market, it was necessary to market Rooibos at the discounters and supermarkets, important for the German grocery industry. Advertising also played an important role as through TV and pring media many consumers can be approached and therefore product awareness increased.
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    A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa
    (1979) Wigram, Nigel Francis
    This thesis presents a method of gauging advertising effectiveness through the measurement of changes in purchasing patterns caused by the controlled exposure to advertisements. The concept is not entirely new, but it is thought that this is the first time that a practical system has been designed and tested. Certainly it is new to the insurance industry in South Africa. In order to provide a framework within which to measure advertising effectiveness, the thesis proposes certain models of the way in which advertising works for the insurance industry. Although these models provide the basis for the empirical studies, they are not essential to the proposed methodology. Advertising effectiveness can, however, only be measured against agreed objectives and implies a defined scale of values. Those objectives and, values must in their turn be absolutely relevant to the true purpose of the advertisement. It is suggested that in certain other measurement systems relevance is forced to yield to expediency. Essentially the method requires that advertising messages are dispatched by direct mail to random samples drawn from a list which effectively represents the total universe of the target market.
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    The effect of sponsorship disclosure on consumers perception of source credibility and the likelihood to recommend organic hair care products
    (2021) Dube, Priscilla Fungai; Mototo, Lebogang; Pillay, Pragasen
    Influencer marketing has made its way to the forefront of online marketing due to the rapid expansion and usage of social media platforms. Despite the increased adoption of influencer marketing, the effect of sponsorship disclosure on source credibility remains under-researched in academia. This study aimed to address this research gap in two parts. Firstly, by evaluating the characteristics and significance of social media influencers. Secondly, by investigating the effect of sponsorship disclosure on consumers perception of source credibility and the likelihood to recommend organic hair care products. The selected social media platform for this study was Instagram, due to its growing popularity and increased usage by influencers. The hair care retail business as a proven multi-billion dollar industry, set itself as a valuable industry for the purposes of this study. The research methodology involved the collection of primary data from existing literature on influencer marketing strategies and social media influencers. Ohanian's Source Credibility model was found to be of relevance to the research objectives, therefore, it was used a theoretical framework for the study. Secondary data was collected by exploring the relationships between sponsorship disclosure, source credibility and electronic word-of-mouth marketing. Quantitative data was collected through a structured questionnaire which was issued online to University of Cape Town students. To ensure that the research contributed to existing academic literature, the target population chosen for the study was the Generation Z. The data collected was analysed using inferential statistical methods in order to test the hypotheses. A structural equation model was used to analyse the relationship between variables and the results indicated that all hypotheses were found to be supported, depicting that sponsorship disclosure has an impact on perceived source credibility. Additionally, the results indicated that respondents were more likely to participate in word-of-mouth recommendations for products endorsed by influencers that they regarded to be credible. The overall research findings provide valuable insights on consumer perception towards the credibility of social media influencers. This information can be used in marketing practice to aid marketers to develop appropriate strategies for sponsored influencer marketing campaigns. Furthermore, this study contributes to academia by adding empirical data to the existing body of literature on influencer marketing.
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    The impact of advertising controllable elements on consumers' attitude towards the advertisement, brand and purchase intention
    (2021) Arshad, Suhaila; Madinga, Nkosivile
    Downstream fuel retailing among the major players in South Africa is highly competitive, and further compounded by the emergence of new players and changing customer orientation under the current price regulation environment. Marketing of fuel by way of expanding geographical coverage and the distribution network is no longer sustainable. Advertising benefits fuel companies by communicating their value proposition for brand differentiation, swaying consumer perception of fuel as a low involvement commodity with no difference in quality, and ultimately influencing their attitudes and behaviour. Fuel companies can take advantage of the advertising elements that have direct bearing – and are within their control – to make impactful advertisements to attract customers. Thus, this study investigates the influence of advertising controllable elements – namely, source and message – on attitude towards the advertisement, as well as attitude towards the brand and subsequently on purchase intention. A sample of 201 respondents was selected using convenience sampling method. The data was collected using an online self-administered questionnaire. Data analysis was performed using the Statistical Package for Social Sciences (SPSS) version 26.0. The relationship between the independent and the dependent variables was then examined using Structural Equation Modelling (SEM) with Analysis of Moment Structures (AMOS) version 26.0. The study findings established that attitude towards the advertisement is positively and significantly influenced by source credibility, source likeability and emotional message. Rational message has a positive impact on attitude towards the advertisement, albeit insignificant. Meanwhile, only source credibility and rational message have positive significant effects on attitude towards the brand. The impact of source likeability on brand attitude although positive, is not significant. Contrariwise, emotional message has neither influence nor significant effect on attitude towards the brand. Moreover, the study findings showed that while attitude towards the advertisement positively influences brand attitude, it does not influence purchase intention. The purchase intention for fuel is nonetheless influenced by attitude towards the brand. This study offers useful insights that can be used to create an impactful fuel advertisement, leveraging on source attributes and message appeals to influence consumers' attitudinal as well as behavioural intention.
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    The role of content marketing on the vehicle insurance industry
    (2020) Gcabashe, Thuso; Pillay, Pragasen; Hirschfelder, Benedikt
    Rapid technological progress has transformed the communication process, specifically the consumption and distribution of information. Through technological progress, the world has become a smaller place by bridging the gap between individuals and bringing them together. From a marketing perceptive, this has resulted in the Internet becoming one of the most significant sources of information for both consumers and marketing practitioners. With immeasurable access to information, consumers specifically have been empowered as they can search for the best and lowest products or services. The objective of this study is to analyse Content Marketing, and explore its application in the vehicle insurance industry in South Africa. This study proposes that Content Marketing, as a marketing trend, impacts the vehicle insurance purchase decision-making process. More precisely, in the South African context, vehicle insurers already make use of firm-generated content (FGC), using an emotional trigger to encourage consumers to purchase insurance. Using a questionnaire, data was collected from 192 insurance consumers residing in South Africa. The study tested ten hypotheses using PLS- SEM and the data was analysed using SmartPLS software. The results indicate that eight of the ten hypotheses are supported. The results also demonstrated that FGC, moderated by the emotional trigger ‘fear', has an impact on the vehicle insurance purchase process. Furthermore, consumers are more receptive to marketing communication through storytelling. Due to the shift from traditional marketing, the ability for organisations to communicate something valuable to consumers presents an opportunity to create a strong brand positioning. MiWay's “Your silence is our signal” online video served as the research object and was used as a practical example for the research participants, exposing them to insurance FGC. Therefore, it is imperative for marketing practitioners to adopt a marketing approach that underlines the importance of content generation and communication that is in line with the organisations overall brand positioning. They need to modify their marketing strategies to incorporate online and social media platforms in order to distribute online content that is both beneficial and relevant to consumers. Based on the insights generated from this study, the research aims to amplify existing scientific literature relating to Content Marketing and to contribute knowledge in the clarification of Content Marketing in the body of knowledge.