Influence of digital marketing activities on brand awareness in Zimbabwean polytechnics
- Authors: Bhebe, Bekimpilo
- Date: 2023-12
- Subjects: Internet marketing , Industrial marketing , Digital media , Brand name products Brand choice
- Language: English
- Type: Doctoral theses , text
- Identifier: http://hdl.handle.net/10948/65545 , vital:74186
- Description: The heightened competition for skilled students, capable staff, and government funding has spurred Zimbabwean higher education institutions to engage in competitive efforts. Due to the intense competition in the higher education sector, higher education institutions have become more market-oriented than before. Furthermore, the increased offering of online programmes by higher education institutions during the COVID-19 pandemic period has increased the bargaining power of students. Higher education institutions have therefore taken initiatives to promote their institutions through various interactive digital marketing activities. Digital marketing activities have brought about innovative changes and opportunities for higher education marketers. Higher education marketers, specifically university marketers, are taking advantage of the opportunity to market their institutions through digital marketing activities, thereby gaining a competitive advantage over other institutions of higher education such as polytechnics. There is, therefore, a need for polytechnics to effectively utilise digital marketing activities such as websites, text messaging, social media marketing and email marketing for brand awareness purposes so that they gain a competitive advantage over other institutions of higher learning. The study aimed to empirically evaluate the influence of digital marketing activities on brand awareness of Zimbabwe polytechnics and to propose a model that can be adopted by Zimbabwean polytechnics in an attempt to enhance their brand awareness. As such, a conceptual model was constructed from the literature review to investigate the relationship between digital marketing activities (independent variable) and brand awareness (dependent variable). Based on the comprehensive literature review, four digital marketing activities (website, text messaging, social media marketing and email marketing) were identified in the Zimbabwean polytechnic context. The study further identified the digital marketing activities sub-factors that were adopted in the development of a customised measuring instrument that was used to evaluate the influence of digital marketing activities on brand awareness of Zimbabwean polytechnics. These sub-factors included web design, navigation, interactivity and relevance for website; personalisation, interactivity, timeliness and reliability for text messaging; interactivity, sharing of content, advocacy and credibility for social media marketing and personalisation, interest, informativeness, interactivity and efficiency for email marketing. Furthermore, five hypotheses were formulated and three hypotheses were supported while two hypotheses were rejected. The positivist paradigm, the descriptive research design and the quantitative approach were used in the current study. The study‟s target population consisted of the registered student population of the two Zimbabwean polytechnics in the Midlands province, in the Applied Sciences, Commerce and Engineering divisions. The respondents were selected using non-probability sampling, specifically convenience sampling. Data was collected through an email survey, whereby a web-based self-administered questionnaire was distributed to the Applied Sciences, Commerce and Engineering students with assistance from the Information Technology Departments of the two polytechnics. The measuring instrument consisted of three sections with section A having nominal scales to gather demographic data from respondents. Section B consisted of scaled items that measured the influence of digital marketing activities, while section C measured brand awareness focussing on the three levels of brand awareness. A total of 500 completed questionnaires were received from the two polytechnics. Out of the 500 completed questionnaires, a total of 492 questionnaires had usable responses. Therefore, the current study had a response rate of 98.4%. The study further used descriptive statistics and inferential statistics to interpret the data. The descriptive statistics utilised included frequency measures of central tendency and measures of dispersion or variation. Regarding inferential statistics, the study utilised the CFA, Pearson‟s correlation coefficient, regression analysis, p-value independent sample t-test, ANOVAs and the Welch Robust test, Tukey HSD test, the Games-Howell test and the Cohen‟s d tests. The findings of the study revealed a significant relationship and a strong correlation between digital marketing activities and brand awareness. Regarding website use and brand awareness, a significant relationship and a moderate correlation were determined. The results further revealed an insignificant relationship but a moderate correlation between text messaging and brand awareness. The empirical results also revealed a significant relationship and a strong correlation between social media marketing and brand awareness. Finally, an insignificant relationship and a moderate correlation were revealed between email marketing and brand awareness in the current study. Based on the empirical results, this study gave recommendations to polytechnic marketers. Under the website use items, the study revealed that the respondents had a less positive experience with the web design of the polytechnics' websites. It was recommended that polytechnic marketers should take pragmatic steps to enhance their polytechnic web designs so that students can take note of the college information on well-organised polytechnic websites. The study also found that the respondents felt the need to experience more personalisation and timeliness of the polytechnics' text messaging. Therefore the polytechnic marketers were advised to personalise their text messages each time that they send them to students enabling them to build long-lasting relationships with students. Regarding the timeliness of text messaging, the polytechnic marketers were advised to send text messages to students at the right time when they need the information so that the disseminated information is readily accepted by the students. The polytechnic marketers were also advised to provide up-to-date polytechnic information on their social media pages after the respondents indicated the need to experience more sharing of content on the colleges' social media pages through the provision of up-to-date information. Lastly, the empirical results revealed that the respondents felt the need to experience more personalisation and the provision of interesting content through polytechnic email marketing. Therefore the Zimbabwean polytechnic marketers were strongly recommended to personalise the students' emails to motivate students to engage with them personally. The polytechnic marketers were further recommended to include interesting content in students' emails so that they draw the students' attention to polytechnic information in their emails. The study made the following important contributions. Firstly, the study made contributions to theory, literature, knowledge, society and marketing practitioners within the context of digital marketing activities and brand awareness in Zimbabwean polytechnics. Secondly, the current study provided the measuring instrument and a model that adds to scholarly work and provides a basis for future research in the marketing of Zimbabwean polytechnics. Thirdly, the study will assist in the enhancement of brand awareness of Zimbabwean polytechnics, enabling them to attract academically gifted students who will become productive workers, self-reliant entrepreneurs and responsible citizens. Lastly, the model will also provide a basis for future reference for polytechnic marketers in their marketing efforts for competitive advantage purposes. The current study had limitations that comprised uneven sample distribution, the adoption of limited social media variables and the exclusion of external stakeholders from the current study. Finally, the study made recommendations for future areas of study. , Thesis (PhD) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2023
- Full Text:
- Date Issued: 2023-12
Negotiating the line between information and panic: a case study of vanguard’s coverage of the ebola outbreak in Nigeria
- Authors: Akingbade, Olutobi Elijah
- Date: 2017
- Subjects: Digital media -- Marketing , Marketing -- Technological innovations , Internet marketing , Carbonated beverages -- Marketing , Coca Cola (Trademark) -- Marketing , Social media -- Economic aspects , Soft drink industry -- Internet marketing , Health behavior in adolescence , Advertising -- Carbonated beverages , Obesity in adolescence , Drinking behavior
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10962/5903 , vital:20986
- Description: This study titled ‘Negotiating the line between information and panic: A case study of Vanguard’s coverage of the Ebola Outbreak in Nigeria’ investigates and evaluates Vanguard’s coverage of the 2014 Ebola Virus Disease (EVD) outbreak in Nigeria. This study was conducted to understand how Vanguard negotiated the line between the dissemination of actual EVD information and the possibility of creating panic and fear during the coverage of the outbreak. Using qualitative content analysis and interview embedded within a qualitative research design, the study was carried out against the backdrop of relevant literature that asserts that the mass media is an important carrier, prime mover and producer of tensions, anxieties, fears and panics while the print media specifically is argued to have as part of its history the business of irrational fear mongering and the creation of panic about social problems. Vanguard, rated as one of the ten largest newspapers in Nigeria, was purposively selected for this study. Vanguard did substantial reporting and dissemination of the 2014 EVD outbreak and it was possible to draw on the availability and accessibility of the electronic archives of the EVD articles. Using the theory of moral panic, the normative theories of the media and theories about essential constituents of journalism culture as a theoretical framework, the study reveals that Vanguard’s coverage of the 2014 EVD outbreak was challenging and more demanding compared to coverage of previous outbreaks of viral diseases in Nigeria by the print medium. The study shows that lack of sufficient understanding of the science that underlies EVD, the initial exclusion of the media from the national response to contain the outbreak, and the lack of sufficient proactive measures by government and the print medium were powerful factors in how the epidemic was reported. The study also shows an interesting dimension in Vanguard’s early and latter coverage of the EVD outbreak while it lasted in Nigeria. This dimension reveals a high number of EVD articles with the propensity to inspire fear and panic in the early days of the coverage compared to EVD articles with the propensity to douse fear and panic in the early and latter days of the outbreak. The study shows that while the challenges encountered stem from Ebola’s mode of transmission, lack of scientific and medically proven cure and early coverage amidst uncertainties, the inherent tensions and anxieties that characterised the outbreak coupled with Vanguard’s fire brigade approach led to the relatively high number of EVD articles with the propensity to inspire fear and panic. The study recommends the mass media’s inclusion in national responses to epidemics and ongoing training for health journalists to update their knowledge base about emerging and infectious diseases. The study also recommends for further study a reception analysis to enhance the socio-cultural understanding of how the EVD articles were received.
- Full Text:
- Date Issued: 2017
Social media tools influencing customer purchasing behaviour in the retail environment
- Authors: Scholtz, Reynardt
- Date: 2014
- Subjects: Internet marketing , Social media -- Marketing , Branding (Marketing)
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:9330 , http://hdl.handle.net/10948/d1021055
- Description: Given the importance of a business being able to create a positive brand image in the minds of customers and influencing customer purchasing behaviour, there is a lack of attention given to the research of the role that social media tools can play in the success of retailers. Numerous research studies have focussed on determining the advantages of and impact that social media tools can have on the success of businesses, however, the impact of social media tools on the creation of a positive brand image, and influencing customer purchasing behaviour is less evident. Thus, the primary objective of this study is to investigate the influence of social media tools on the brand image of retailers and how it affects customer purchasing behaviour. A full literature review was conducted on the retail environment and its importance, as well as on social media as a marketing communication tool. Thereafter, independent variables (Official websites, Facebook and Twitter) were identified as possibly influencing the intervening variable (Brand image) and dependent variable (Customer purchasing behaviour). Three independent variables were selected and used to construct a hypothetical model and research hypothesis. The purpose of these independent variables was to determine whether the use of social media tools could lead to a positive brand image and ultimately improve customer purchasing behaviour. An empirical investigation was undertaken to be able to establish the influence of social media tools on the brand image and customer purchasing behaviour of retail customers. The measuring instrument used for this study, a questionnaire, was constructed from secondary literature sources. The convenience sampling technique was used to identify respondents. The usable questionnaires that were gathered from respondents were examined through statistical analyses. Exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients were used to confirm the validity and reliability of the measuring instrument. Descriptive statistics, as part of the data analyses, were calculated to summarise and allow interpretation of the sample data. Furthermore, Pearson’s Product Moment Correlations were calculated to determine correlations among variables used in this study. Multiple regression analysis was the primary statistical procedure used for testing the significance of relationships hypothesised between the independent, intervening and dependent variables of this study. The empirical investigation was concluded by a the calculation of a t-test and Analysis of Variance (ANOVA), for the purpose of determining the influence of selected demographic variables on respondents’ perceptions with regard to the independent, intervening and dependent variables. In addition, post-hoc Tukey tests were conducted to determine significant differences among individual mean scores, and the degree of practical significance was determined by calculated Cohen’s d values. Based on the results of the empirical investigation, significant relationships were found among the independent variables (Official websites, Facebook and Twitter), the intervening variable (Brand image) and the dependent variable (Customer purchasing behaviour). The empirical investigation revealed that the age of respondents has a significant impact on how their image of a brand and purchasing behaviour are influenced by retailers’ use of social media tools. This study has made a contribution to the shortage of literature on the impact of social media tools on retailers. The hypothetical model developed for this study assisted in understanding the impact that retailers’ use of social media tools have on the brand image of retailers and customers’ purchasing behaviour. As a result, this study provides recommendations and suggestions for retailers to ensure a positive brand image in the minds of customers, and to ultimately use social media tools to positively influence the purchasing behaviour of customers.
- Full Text:
- Date Issued: 2014
Online marketing of commercial and industrial properties and services in a small business
- Authors: Jansen van Rensburg, Charmaine
- Date: 2013
- Subjects: Internet marketing , Real estate management -- South Africa -- Marketing , Online information services -- Marketing , Business planning
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9328 , http://hdl.handle.net/10948/d1020988
- Description: In view of the factors influencing and the steps in the design of a Website, building a successful Website will vary from business to business. This study investigates what is required from a small commercial and industrial property and services business to take their business online and create an effective Website. The environment of the property market reflected the role that government plays in the property industry and also the role of the private sector. Marketing in the real estate context indicated that if real estate agents have access to the right type of information, not only can they add value to their own organizations, but they can also capitalize on the same information to create added value for their clients. The elements of the marketing management process include four steps, namely to gather information, to set marketing goals and plan strategy, to organize and implement marketing strategy and to control the marketing activities. Marketing in the online environment showed that the Marketing Mix includes personalisation, privacy, customer services, community, site, security and sales promotion. The principles of online marketing revealed the important role of the customer and customer relationships. An investigation into the difference between e-commerce and online marketing made it clear that online marketing is one component of e-commerce. This study critically analysed the available literature in order to suggest a proposed framework of what should be included in the Website of a small commercial and industrial property and services business. In order to successfully research online marketing of commercial and industrial properties and services in a small business, a basic but thorough understanding of online marketing principles and Website content are important. In this study a qualitative research approach was followed where secondary sources were critically evaluated to design the required framework. Thereafter three Websites of marketing of commercial and industrial properties and services were content analysed to see whether anything else should be added to the framework. This would assist in taking a small business in commercial and industrial properties and services online. The framework suggests that the Website homepage content should include: Business overview/information Products/services What’s new Search Employment opportunities Interactive feedback Customer service/ assistance Index/directory Financial facts Links to other sites Online business services/utilities Guest book Frequently Asked Questions Messages from CEO A purposeful sample of three Websites was then content analysed so as to provide the information necessary to reach the objectives of the study. The following Websites were included in the content analysis: Broll, which operates as a national agency with international associations. The firm renders services (Estate Agency) and does not own property. Bruce McWilliams Industries Pty Ltd is operative in Port Elizabeth, Uitenhage and surrounds. It is a family business that owns property, which it develops and markets itself. Seeff is a national agency. It renders services (estate agency) and does not own property. Lastly, a narrative of a small commercial and industrial property and services business was created by means of document analysis of a specific business. The researcher was allowed to study the documents and diaries of the business in order to provide a narrative for this business. This narrative can be used as part of the envisaged Website for the business.
- Full Text:
- Date Issued: 2013
Valuation of internet-based businesses
- Authors: Krüger, Janine
- Date: 2013
- Subjects: Electronic commerce , Internet marketing -- Evaluation , New business enterprises , Internet marketing , Retail trade -- Computer network resources , Teleshopping , Consumer behavior
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:9280 , http://hdl.handle.net/10948/d1008187 , Electronic commerce , Internet marketing -- Evaluation , New business enterprises , Internet marketing , Retail trade -- Computer network resources , Teleshopping , Consumer behavior
- Description: This study investigates the valuation of Internet-based businesses. In particular the influence of the implementation of an e-business strategy on the value of a business by focussing on its financial performance, will be determined. Although the valuation of businesses in general has been researched extensively, research on the valuation of Internet-based businesses produced contradictory findings. No consensus could be reached regarding the most appropriate valuation approach to be used. Some research findings indicated that the discounted cash flow approach was the most appropriate while others stipulated that a new valuation approach should be developed. Many authors state that the move to include an e-business strategy is natural, and that businesses cannot afford not to include some form of e-business strategy. Previous research has also shown that by including an e-business strategy, it is possible to improve efficiency of the business and ultimately increase profitability. However, there was no emphasis on how the e-business strategy will influence the business valuation. In order to establish whether an e-business strategy will create value for a business, an empirical investigation was undertaken.
- Full Text:
- Date Issued: 2013
Facebook as a tool for social customer relationship marketing
- Authors: Puffett, Lauren
- Date: 2012
- Subjects: Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8415 , http://hdl.handle.net/10948/d1012083 , Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Description: This study aimed to provide public relations professions with insight into the use of Social Customer Relationship Marketing as a marketing 2.0 tool which delivers the potential to elicit the opportunity for organisations to monitor, engage and manage conversations and relationships through Facebook. Drawing on literature from the fields such as new media, public relations, social customer relationship marketing, and public relations, a qualitative content analysis of case studies of selected organisations was conducted including 10 South African organisations that have incorporated Facebook into their Social Customer Relationship Marketing strategies. The content analysis was conducted to determine the amount of communications taking place on each fan page in order to support the data and provide additional insight into the research question, primary data was collected through two survey questionnaires of, firstly, social media users who subscribe to an organisation‘s Facebook page and, secondly, a survey conducted among the social organisations. Surveys were conducted to firstly determine the social organisations interactions with Facebook as secondly, to determine the social media users‘ interactions with the Facebook. The study found that the majority of the organisations under study in the content analysis successfully elicited user generated conversations about the brand, through content that was advocated by the organisations Facebook administrator. It is also evident as seen in the minority of organisations that these platforms are only likely to elicit consumer- driven dialogue on Facebook if the platform is managed effectively through initiated daily conversations about the brand. The continuous involvement by the administrator in encouraging conversations was necessary, as well as response to all wall posts by the social customer, participation in all conversations by providing accurate information to customers and potential customers about the brand. Conclusions from the survey questionnaires among the social identified the social customers need to be communicated with pro-actively by an organisations who can provide, through collaborative conversations, information pertaining to the brand in real time conversation, while the survey among the social organisation concluded the need for an organisation to not only create a social media footprint, but to allow for a space in which through conversation with the social customer, conversations can turn into relationships.
- Full Text:
- Date Issued: 2012
The use of social media for marketing and communication purpose in institutions of higher learning
- Authors: Mangolothi, Brightness
- Date: 2012
- Subjects: Branding (Marketing) , Social media , Online social networks , Internet marketing , Education, Higher
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8821 , http://hdl.handle.net/10948/d1019698
- Description: Social media have become a widely used tool to communicate with the orgnisations stakeholders. Institutions of higher learning are also venturing into this new way of marketing and communication. This study intended to determine how South African institutions of higher learning are using social media for marketing and communication purposes. Firstly, a literature study was conducted to gain an understanding on how social media are used. Further an empirical study was conducted, which consisted of two phases. The first phase was a case study on NMMU and Stellenbosch University. Structured-interviews, focus groups and observation were used to collect data from the cases. The collected data were then used to construct a questionnaire that was used for a survey. The survey was distributed to all 23 universities, 50 public FET colleges and the 200 private FET college. 92 institutions responded to the survey. The findings prove that there are various opportuntities and challenges in using social media although it should be stressed that the opportunities outweigh the threats. There is no visible difference between colleges social media implementation in relation to institutions of higher learning. Most institutions use more than one social media tool. Facebook is the most widely used social media followed by Twitter, YouTube and LinkedIn. Flickr, MXit, Google+ and Blog are the least used social media. The observations of the NMMU and Stellenbosch University show that these two institutions are striving to engage with their target audiences. Although the institutions are using social media, some of the concerns are that institutions are not measuring their social media use. For those who are measuring, most depend on the free measurement tools which focus only on the quantitative measure. The governance of the social media use is none existent. Most respondents stated that they do not have a policy or guidelines informing social media management. Most of the respondents felt that they want to use more social media tools in future although some of the challenges alluded to were lack of capacity, human resources and budget.
- Full Text:
- Date Issued: 2012
Impact of internet marketing on the profitability of the hospitality sector in the Eastern Cape Province, South Africa
- Authors: Matikiti, Rosemary
- Date: 2011
- Subjects: Internet marketing , Internet advertising , Hospitality industry -- South Africa -- Eastern Cape , Investment analysis -- South Africa -- Eastern Cape , Tourism -- South Africa -- Eastern Cape , Advertising -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , M Com (Business Management)
- Identifier: vital:11314 , http://hdl.handle.net/10353/570 , Internet marketing , Internet advertising , Hospitality industry -- South Africa -- Eastern Cape , Investment analysis -- South Africa -- Eastern Cape , Tourism -- South Africa -- Eastern Cape , Advertising -- South Africa -- Eastern Cape
- Description: The application of internet marketing techniques has been widespread in the hospitality sector worldwide, with many hotels crafting websites for marketing purposes. However, there is still a debate and speculation on the impact of internet marketing on business performance and profitability. Given the well-recognised value of internet marketing in the hospitality and tourism industry, this study sought to examine the impact of internet marketing on the profitability of the hospitality sector in South Africa and to establish factors which influence internet marketing usage. In order to achieve these objectives, a perceptual survey was conducted in graded hotels and lodges in the Eastern Cape province of South Africa. Multiple linear regression analysis and hierarchical regression analysis were used to determine the relationship between internet marketing and business profitability as well as the relationship between organisational and environmental factors and internet marketing usage. Based on the findings of this study, it is concluded that the use of internet marketing can positively influence business profitability. It is also concluded that internet marketing experience moderates the relationship between internet marketing usage and business profitability. The results also indicate that factors such as technological competence, managerial support, level of star grading and alliances significantly influence internet marketing usage. Thus, from the findings of this study, it was concluded that hotels and lodges can enhance their profitability through internet marketing usage.
- Full Text:
- Date Issued: 2011
A model for user requirements elicitation specific to users in rural areas
- Authors: Isabirye, Naomi
- Date: 2009
- Subjects: Internet marketing , Electronic commerce , Land reform -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape , Information resources management
- Language: English
- Type: Thesis , Masters , MCom (Information Systems)
- Identifier: vital:11130 , http://hdl.handle.net/10353/145 , Internet marketing , Electronic commerce , Land reform -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape , Information resources management
- Description: Dwesa is a rural town situated in South Africa's Eastern Cape Province that has been selected as a testing site for an e-commerce project to address some of the challenges faced by the community. These challenges include difficulties stemming from poverty, poor access to public services, unemployment and low levels of literacy. The Siyakhula Living Lab project’s aim is to develop an e-commerce platform that will 'connect' the residents with the necessary access to services and markets by providing them with the necessary tools that can help in alleviating some of their challenges. In order for the project to achieve its objectives, a deeper understanding into the needs of the prospective users is required. User requirements elicitation deals with the process of interacting with the prospective users to understand and document their needs. This research aims at evaluating existing requirements elicitation techniques and methodologies in the context of rural information technology implementations. The primary objective is to develop a model for user requirements elicitation in Dwesa. Many requirements elicitation techniques and frameworks exist, but few have been evaluated in the context of rural software implementations. Requirements elicitation techniques should not be applied simply as steps to gather information. Instead this research project proposes a model that can be applied to assimilate the contribution of knowledge regarding the stakeholders, problem and solution characteristics, and other characteristics into the software development process for the effective elicitation of requirements.
- Full Text:
- Date Issued: 2009
Exploring attitudes towards banner advertising on the world wide web
- Authors: Krige, Philip
- Date: 2008
- Subjects: Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8705 , http://hdl.handle.net/10948/997 , Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Description: The purpose of the study was to assess the effectiveness of banner advertising on the World Wide Web, as well as to explore and analyse the attitudes and behaviours of internet users towards banner advertising. The research objective was to determine, why people do not click on banners and to find ways in which advertisers can make banner advertisements appeal to consumers more effectively. Outcomes of the research suggested which features advertisers should avoid when developing clickable banners. An extensive literature review was carried out in order to highlight important aspects of historic research. The analysis conducted on this topic indicated that a gap exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To address the above questions, peoples’ attitudes towards banner and other Internet advertising were investigated through focus group interviews and surveys. The findings suggest that the main reason for the ignorance surrounding clickable banners was the low involvement between the product or service being advertised and the viewer’s interests. Other reasons included the high annoyance level of banner advertising and the threat of viruses that some banners may pose. Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content. Other important findings included: • The majority of people are indifferent towards banners, • People with less than three years of Internet experience tend to click more than people with more than three years of Internet experience, • Females showed more “clickable behaviour” than males, • People are more likely to click on banners which present interesting information, are bright and animated or promote catchy phrases for the surfer, • People prefer to see banners located on the top of the page or on the right side of the page, • Pop-ups are the most noticeable and are possibly the route cause of what triggers people to become annoyed or dislike banner ads, Findings of this research have high social value. If advertisers would take into account the results of the current study, they would be able to create more effective banners, which could effectively be redirected to the appropriate target market. This will enable them to cut their costs. Furthermore, online users would enjoy a more polite and friendly online environment, where their interests will be taken into account, which would diminish the current gap between customers and advertisers.
- Full Text:
- Date Issued: 2008
Implementing a robust, cost effective, e-commerce platform for a disadvantaged community of the Eastern Cape, South Africa
- Authors: Njeje, Sicelo Given
- Date: 2008
- Subjects: Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Language: English
- Type: Thesis , Masters , MSc (Computer Science)
- Identifier: vital:11373 , http://hdl.handle.net/10353/75 , Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Description: The development of electronic commerce (e-commerce) is the most visible business use of the World Wide Web. The primary goal of an e-commerce site is to sell goods and services online. This project deals with developing an e-commerce platform for marginalized communities of the Eastern Cape region, South Africa. An online “shopping mall” to support the marketing of art and crafts from disadvantaged communities is presented, with Linux-Apache-MySQL-PHP (LAMP) as the development environment. Free and Open Source Software has been chosen to develop the virtual shopping mall system because the use of Open Source allows easy localization and extensions to the system developed and long term sustainability, as the source code is available. Also, it might start a “virtuous” circle, whereby young members of the communities hosting art and craft makers become involved in maintenance, and then production, of software systems. One important design constraint from the e-commerce platform presented in this thesis is the possibility for the art and craft makers to manage their shops directly, from the initial loading of their wares to the day-to-day maintenance, such as changes of price or items. The user requirement elicitation and initial field testing were conducted in Dwesa, an area on the wild coast, South Africa. The system currently comprising two shops is live at the time of writing this thesis at www.dwesa.com.
- Full Text:
- Date Issued: 2008
An examination of internet usage patterns by mature travellers
- Authors: Correia, Sérgio Barradas
- Date: 2007
- Subjects: Tourism -- Marketing , Internet marketing , Internet users , Older people -- Travel , Older consumers -- Travel
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1194 , http://hdl.handle.net/10962/d1008182 , Tourism -- Marketing , Internet marketing , Internet users , Older people -- Travel , Older consumers -- Travel
- Description: The tourism industry has been identified as the industry with the most potential to create jobs and contribute largely to economic growth. In order to live up to this potential, tourism businesses need to create tourism products for potential tourists which need to be promoted successfully through a number of mediums. The use of the Internet as a medium for promoting and selling tourism products is increasing, however, in order for tourism businesses to successfully promote the tourism product through the Internet, they have to understand the needs and wants of their current and potential target markets. One segment of the tourism market that has come under increasing attention is the mature traveller market. This market is defined as travellers who are 50 years of age and older. Generally, the mature traveller market is viewed as a small homogenous group of old consumers with little or no spending power. However, evidence suggests that this market is comprised of an increasing number of diverse people, who use the Internet and like to spend on tourism products. Therefore, this research will examine differences between Internet users and Internet non-users in the mature traveller market. Specific attention will be paid to investigate differences in demographic, socioeconomic, Internet use and travel-related characteristics. The identification of these characteristics will enable a profile to be d~veloped for each group, which can be used by tourism businesses to effectively promote tourism products over the Internet to the mature market In order to collect data from potential respondents, a questionnaire which was used in a similar study conducted in the US was used. Data was collected using a convenience sample of Internet users and Internet non-users from the Eastern Cape and Gauteng provinces of South Africa. Cronbach alpha and factor analysis were used to assess the reliability and validity of the research instrument and measurement scales. In order to test whether differences did exist between the two groups the Chi-square and t-test statistics were used. Finally in order to examine which factors where influential in differentiating between Internet users and Internet non-users discriminant analysis was employed. The findings in the present study suggest that there are significant differences in demographics, socioeconomic, Internet use and travel-related characteristics between Internet users and Internet non-users in the mature market. By understanding the differences between Internet users and Internet non-users, tourism businesses can identify marketing strategies that appeal to mature travellers who use the Internet and to those do not, by utilising information gathered from Internet users and Internet non-users demographic, socio-economic and travel-related characteristics.
- Full Text:
- Date Issued: 2007
How the internet supports the consumer decision process: the case study of McCarthy Call-a-Car
- Authors: Limbada, Suhayl
- Date: 2006
- Subjects: McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1171 , http://hdl.handle.net/10962/d1002787 , McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Description: This thesis aims to provide a better understanding of the ways in which the Internet supports the consumer decision process of potential customers in an online car retail environment. The thesis is mainly focused on how this can be done in South Africa. A case study approach was adopted in investigating the case of McCarthy Call-a-Car. Interviews were carried out with McCarthy Call-a-Car employees and documents and the Call-a-Car website, were analysed. It was revealed that Call-a-Car focuses on using the Internet to support customers in the pre-purchase phase only. The purchase and post-purchase phases are carried out offline at its dealership network and Club McCarthy respectively. The findings showed that Call-a-Car views the Internet as a marketing tool that provides convenience to customers searching for product information in the pre-purchase phase. The interviews revealed that due to Call-a-Car's strategy, as well as practical problems of selling online, the customer will still have to visit a dealership to conclude a purchase and for post-purchase support. From this research it appears that there are three main issues arising out of Call-a-Car's usage of the Internet in the customer buying process: firstly, the research revealed that instead of cutting out the middle-man, the Internet has created new types of intermediaries called "cybermediaries" and that Call-a-Car is one such intermediary. Secondly, it was revealed that trust is crucial in the online environment and that Call-a-Car builds trust through branding. Thirdly, the Internet has not affected prices online, despite theoretical estimations that the Internet would induce lower prices. The main recommendations for future research are empirical studies to investigate if the cybermediary model is unique to the car industry and whether this business model could be applied to other look and feel industries such as real estate. Future studies could also investigate the mechanics of trust-building and brand-building in the online environment and finally, studies from the customer perspective considering what Internet tools the customer would like to see online to support them during their buying decision process.
- Full Text:
- Date Issued: 2006
The use of strategies to promote and market products and services online as well the use of customer relationship management to attract and retain customers
- Authors: Cohen, Howard
- Date: 2003
- Subjects: Internet marketing , Customer relations -- Management , Consumer satisfaction , Customer loyalty
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10862 , http://hdl.handle.net/10948/270 , Internet marketing , Customer relations -- Management , Consumer satisfaction , Customer loyalty
- Description: The Internet has provided marketing with many new tools and given old tools new or improved meanings. The Net poses tremendous challenges for scholars in many lines of research, from usability studies and consumer behaviour research to marketing and advertising research. Because the World Wide Web (the Web) presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are being transformed, as they are often difficult to implement in their present form. This means that in many cases these marketing activities have to be reconstructed in forms more appropriate for the new medium. A lot of technological changes have affected the marketing environment of today. Companies must adapt to these changes in order to improve their marketing strategies. This has, among other things, resulted in an emphasis on relationship marketing. The purpose of this thesis is to explore what strategies are used in practice by companies in order to market and promote their products and services by using their Web sites as well as to build effective Customer Relationship Management (CRM). In order to fulfil the research purpose, interviews were conducted at a number of companies (medium and large), and questionnaires were mailed to various companies in the motor retail industry. The result shows that a company can use traditional as well as online marketing and promotion strategies when conducting business. This can also help companies to gain better relations with their customers. The different marketing and promotion strategies are useful for attracting new business as well as maintaining and stimulating existing relations. The research problem addressed in this study was to determine the factors that are effective in marketing and promoting of Web sites as well as the methods used in building CRM.
- Full Text:
- Date Issued: 2003