Social media and brand image: a longitudinal study of Eastern Cape universities
- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
- Full Text:
- Date Issued: 2020
- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
- Full Text:
- Date Issued: 2020
Personal branding through social networking
- Authors: Wait, John-Pierre
- Date: 2019
- Subjects: Branding (Marketing) -- South Africa
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: http://hdl.handle.net/10948/42440 , vital:36660
- Description: This study explores people’s insights of personal branding by means of social networking. The continuously increasing competitive marketplace is creating a situation where people find it difficult to stand out from their peers. Personal branding affords the opportunity for people to be noticeable in competitive environments. This study used a qualitative research method employing two phases. The semi-structured personal interviews using a semi-structured interview schedule was conducted in the first phase, while the content analysis using criterion schedules analysing participants’ Facebook and LinkedIn social networks was done in phase two. The results of phase one of the study revealed that the majority of participants did not know what a personal brand was, but they believed they possessed a personal brand. Phase two of the study revealed that only a few participants had a coherently perceived personal brand and presented personal brands on both Facebook and LinkedIn. Phase two of the study also revealed that the majority of participants more prominently presented the skills necessary for the future work environment on Facebook rather than LinkedIn. In conclusion, the findings showed that most participants did not actively manage their personal brands across multiple social networking sites. They also did not effectively present the necessary skills for the future work environment on their social networking profiles.
- Full Text:
- Date Issued: 2019
- Authors: Wait, John-Pierre
- Date: 2019
- Subjects: Branding (Marketing) -- South Africa
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: http://hdl.handle.net/10948/42440 , vital:36660
- Description: This study explores people’s insights of personal branding by means of social networking. The continuously increasing competitive marketplace is creating a situation where people find it difficult to stand out from their peers. Personal branding affords the opportunity for people to be noticeable in competitive environments. This study used a qualitative research method employing two phases. The semi-structured personal interviews using a semi-structured interview schedule was conducted in the first phase, while the content analysis using criterion schedules analysing participants’ Facebook and LinkedIn social networks was done in phase two. The results of phase one of the study revealed that the majority of participants did not know what a personal brand was, but they believed they possessed a personal brand. Phase two of the study revealed that only a few participants had a coherently perceived personal brand and presented personal brands on both Facebook and LinkedIn. Phase two of the study also revealed that the majority of participants more prominently presented the skills necessary for the future work environment on Facebook rather than LinkedIn. In conclusion, the findings showed that most participants did not actively manage their personal brands across multiple social networking sites. They also did not effectively present the necessary skills for the future work environment on their social networking profiles.
- Full Text:
- Date Issued: 2019
A study of the identification and awareness level of students towards the Eastcape Midlands FET college brand
- Authors: Pienaar, Alicia Nicole
- Date: 2015
- Subjects: Branding (Marketing) -- South Africa , Education, Higher -- South Africa Corporate culture -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3125 , vital:20401
- Description: Since 1994, South Africa has been revamping its higher education system as part of a broader national reform movement aimed at overcoming the inequities and divisions caused by the now obsolete apartheid regime (Sedgwick, 2004). This treatise firstly describes and then explores if students identify themselves with the EMC corporate identity. Thereafter, it firstly explores and then describes the corporate identity awareness level of EMC students. An exploratory-descriptive research design was used. The researcher used two types of data. One was secondary data and the other one was primary data. The former were collected by means of an extensive review of the related literature. The latter were obtained by means of online questionnaires. The level of brand awareness among students is considered to be low. There is a need to improve the corporate identity awareness level of these strategic stakeholders for the future success of the college. This treatise concentrated on the parent brand (EMC). Furthermore, the sampling has been limited to students studying at EMC (Uitenhage campuses). It is important to explore the corporate brand awareness level of the students. It is also essential to discover if students identify themselves with the EMC brand.
- Full Text:
- Date Issued: 2015
- Authors: Pienaar, Alicia Nicole
- Date: 2015
- Subjects: Branding (Marketing) -- South Africa , Education, Higher -- South Africa Corporate culture -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3125 , vital:20401
- Description: Since 1994, South Africa has been revamping its higher education system as part of a broader national reform movement aimed at overcoming the inequities and divisions caused by the now obsolete apartheid regime (Sedgwick, 2004). This treatise firstly describes and then explores if students identify themselves with the EMC corporate identity. Thereafter, it firstly explores and then describes the corporate identity awareness level of EMC students. An exploratory-descriptive research design was used. The researcher used two types of data. One was secondary data and the other one was primary data. The former were collected by means of an extensive review of the related literature. The latter were obtained by means of online questionnaires. The level of brand awareness among students is considered to be low. There is a need to improve the corporate identity awareness level of these strategic stakeholders for the future success of the college. This treatise concentrated on the parent brand (EMC). Furthermore, the sampling has been limited to students studying at EMC (Uitenhage campuses). It is important to explore the corporate brand awareness level of the students. It is also essential to discover if students identify themselves with the EMC brand.
- Full Text:
- Date Issued: 2015
An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks
- Authors: Gwatiringa, Tsitsi
- Date: 2015
- Subjects: Digital storytelling -- South Africa , Branding (Marketing) -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/7533 , vital:21799
- Description: Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
- Full Text:
- Date Issued: 2015
- Authors: Gwatiringa, Tsitsi
- Date: 2015
- Subjects: Digital storytelling -- South Africa , Branding (Marketing) -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/7533 , vital:21799
- Description: Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
- Full Text:
- Date Issued: 2015
An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty
- Authors: Purohit, Ashish
- Date: 2015
- Subjects: Social media -- Economic aspects , Banks and banking -- Internet marketing -- South Africa , Bank marketing -- South Africa , Brand loyalty -- South Africa , Branding (Marketing) -- South Africa , Structural equation modeling
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1157 , http://hdl.handle.net/10962/d1018920
- Description: The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.
- Full Text:
- Date Issued: 2015
- Authors: Purohit, Ashish
- Date: 2015
- Subjects: Social media -- Economic aspects , Banks and banking -- Internet marketing -- South Africa , Bank marketing -- South Africa , Brand loyalty -- South Africa , Branding (Marketing) -- South Africa , Structural equation modeling
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1157 , http://hdl.handle.net/10962/d1018920
- Description: The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.
- Full Text:
- Date Issued: 2015
Woolworths Holdings Limited's (WHL) strategic business positioning in the South African clothing and food industry
- Authors: Kuhn, Ralph Ulrich
- Date: 2014
- Subjects: Retail trade -- South Africa , Branding (Marketing) -- South Africa , Food industry and trade -- South Africa , Consumer behavior -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/7793 , vital:24286
- Description: The South African food and clothing retail industry is highly sophisticated and dominated by a few large competitors. The market is unique and has been shaped by abnormal political influences that have created a polarised society. The market holds a high potential owing to the burgeoning young middle class that is also attracting global attention. This necessitates an increase in economies of scale through expansion and acquisition strategies. Woolworths Holdings Limited has experienced significant growth in tough trading conditions whilst many competitors have lost ground. The Woolworths’ brand is primarily aimed at the high-income groupings but also appeals to the burgeoning middle class with their private-label products. The clothing and food divisions also provide a unique appeal that concentrates on the strong brand name to cater to the polarised nature of the market. The Woolworths Holding Limited (WHL) business model aims to offer superior quality at a lower cost than competitors which competitors find difficult to imitate. The apparent paradox is solved through tightly-knit supplier relationships and a culture demanding continuous improvement. The company is uniquely positioned to service the Living Standards Measure (LSM) 8-10 niche market whilst improving efficiencies. The company drives its competitive advantage over competitors through the key competencies of a reputable brand name, a strong sustainability programme, a strong operation and supply chain network, all of which are crucially-supported by superior and innovative technology utilisation. The study analysed the strategic brand positioning with a focus on the introduction of the supermarket concept. The study indicated that the supermarket concept was a reaction from WHL to consumer’s requirements for a one-stop shop aimed at increasing existing customers’ basket spend and drawing similar new clients. An increase in spend is potentially lucrative to WHL, and the strategy is a viable option as long as the company remains focussed on the core principles of the business model.
- Full Text:
- Date Issued: 2014
- Authors: Kuhn, Ralph Ulrich
- Date: 2014
- Subjects: Retail trade -- South Africa , Branding (Marketing) -- South Africa , Food industry and trade -- South Africa , Consumer behavior -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/7793 , vital:24286
- Description: The South African food and clothing retail industry is highly sophisticated and dominated by a few large competitors. The market is unique and has been shaped by abnormal political influences that have created a polarised society. The market holds a high potential owing to the burgeoning young middle class that is also attracting global attention. This necessitates an increase in economies of scale through expansion and acquisition strategies. Woolworths Holdings Limited has experienced significant growth in tough trading conditions whilst many competitors have lost ground. The Woolworths’ brand is primarily aimed at the high-income groupings but also appeals to the burgeoning middle class with their private-label products. The clothing and food divisions also provide a unique appeal that concentrates on the strong brand name to cater to the polarised nature of the market. The Woolworths Holding Limited (WHL) business model aims to offer superior quality at a lower cost than competitors which competitors find difficult to imitate. The apparent paradox is solved through tightly-knit supplier relationships and a culture demanding continuous improvement. The company is uniquely positioned to service the Living Standards Measure (LSM) 8-10 niche market whilst improving efficiencies. The company drives its competitive advantage over competitors through the key competencies of a reputable brand name, a strong sustainability programme, a strong operation and supply chain network, all of which are crucially-supported by superior and innovative technology utilisation. The study analysed the strategic brand positioning with a focus on the introduction of the supermarket concept. The study indicated that the supermarket concept was a reaction from WHL to consumer’s requirements for a one-stop shop aimed at increasing existing customers’ basket spend and drawing similar new clients. An increase in spend is potentially lucrative to WHL, and the strategy is a viable option as long as the company remains focussed on the core principles of the business model.
- Full Text:
- Date Issued: 2014
A framework for the implementation of social media marketing strategies in political campaigning
- Authors: Ayankoya, Kayode A
- Date: 2013
- Subjects: Online social networks -- Political aspects -- South Africa , Social networks -- South Africa , Campaign management -- South Africa , Branding (Marketing) -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8850 , http://hdl.handle.net/10948/d1020118
- Description: The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define social relationships based on the actors, the ties that exist and the flow of resources among them. This is made possible by social networking sites and other Internet enabled services that allow friends to meet, connect and interact. Social media allow for individuals, groups or organisations to build their social network of friends and followers. It also facilitates the formation of communities with common interest. Social media facilitate the creation and exchange of content such as text messages, images, audio and video formats among individuals or communities that share a common interest or belong to the same social network. Social capital theorists suggest that the ties that exist in social interaction like on social media have the ability to create benefit for the actors in the networks. This provides the foundation to study the benefits that individuals and organisations can obtain from social media. The opportunity to target and communicate directly with the target market and potential customer qualifies social media as a valuable marketing tool and an important component of the integrated marketing communication. As a marketing communication tool, social media introduces a completely new paradigm into marketing communications. Therefore marketing professionals and academics are continuously seeking how to take advantage of social media for different industries. In the field of politics, the use of marketing concepts to engage voters and drive collective participation in political processes has become critical due to stiff competition. The use of social media for political campaigning and engagement could be beneficial, but politicians and political organisations are not taking full advantage of the concept. Previous studies show that organisations are aware of the opportunities that social media could provide for their organisations. However, they are reluctant because they are faced with the problems of lack of information on how to implement social media for business purposes. This treatise investigates the approach and critical success factors for the use of social media for political campaigning and engagement. To evaluate the conceptual framework that was suggested by this study based on the literature review and case studies, an empirical study was conducted among the members of the Democratic Alliance in the Eastern Cape. A survey was conducted among the members of the Democratic Alliance in the Eastern Cape using a questionnaire and 92 responses were received. The questionnaire measured the respondents’ social media usage, level of political engagement, perception on the use of social media for political engagement and the level of political activities on social media. Also, hypotheses were tested to examine the assumption that there might be an association between the respondents’ gender, population group and level of political activities on social media. The findings of this study indicate that a structured approach, a strong emphasis of engaging followers socially and micro-targeting are critical to effective implementation of social media for political campaigning and engagement. Other factors include the direct involvement of leadership, listening and encouragement of user generated contents. This study concludes that political organisations can use social media to establish multi-levelled social networks that provide access to their target audience and also reach potential audience through their friends. This social connectedness can then be translated into political social capital for campaign and engagement purposes.
- Full Text:
- Date Issued: 2013
- Authors: Ayankoya, Kayode A
- Date: 2013
- Subjects: Online social networks -- Political aspects -- South Africa , Social networks -- South Africa , Campaign management -- South Africa , Branding (Marketing) -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8850 , http://hdl.handle.net/10948/d1020118
- Description: The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define social relationships based on the actors, the ties that exist and the flow of resources among them. This is made possible by social networking sites and other Internet enabled services that allow friends to meet, connect and interact. Social media allow for individuals, groups or organisations to build their social network of friends and followers. It also facilitates the formation of communities with common interest. Social media facilitate the creation and exchange of content such as text messages, images, audio and video formats among individuals or communities that share a common interest or belong to the same social network. Social capital theorists suggest that the ties that exist in social interaction like on social media have the ability to create benefit for the actors in the networks. This provides the foundation to study the benefits that individuals and organisations can obtain from social media. The opportunity to target and communicate directly with the target market and potential customer qualifies social media as a valuable marketing tool and an important component of the integrated marketing communication. As a marketing communication tool, social media introduces a completely new paradigm into marketing communications. Therefore marketing professionals and academics are continuously seeking how to take advantage of social media for different industries. In the field of politics, the use of marketing concepts to engage voters and drive collective participation in political processes has become critical due to stiff competition. The use of social media for political campaigning and engagement could be beneficial, but politicians and political organisations are not taking full advantage of the concept. Previous studies show that organisations are aware of the opportunities that social media could provide for their organisations. However, they are reluctant because they are faced with the problems of lack of information on how to implement social media for business purposes. This treatise investigates the approach and critical success factors for the use of social media for political campaigning and engagement. To evaluate the conceptual framework that was suggested by this study based on the literature review and case studies, an empirical study was conducted among the members of the Democratic Alliance in the Eastern Cape. A survey was conducted among the members of the Democratic Alliance in the Eastern Cape using a questionnaire and 92 responses were received. The questionnaire measured the respondents’ social media usage, level of political engagement, perception on the use of social media for political engagement and the level of political activities on social media. Also, hypotheses were tested to examine the assumption that there might be an association between the respondents’ gender, population group and level of political activities on social media. The findings of this study indicate that a structured approach, a strong emphasis of engaging followers socially and micro-targeting are critical to effective implementation of social media for political campaigning and engagement. Other factors include the direct involvement of leadership, listening and encouragement of user generated contents. This study concludes that political organisations can use social media to establish multi-levelled social networks that provide access to their target audience and also reach potential audience through their friends. This social connectedness can then be translated into political social capital for campaign and engagement purposes.
- Full Text:
- Date Issued: 2013
An investigation into the organisational attributes of an employer of choice: a South African automotive industry perspective
- Authors: Poonoosamy, Sareesha
- Date: 2013
- Subjects: Corporate image -- South Africa , Employee motivation -- South Africa , Automobile industry and trade -- South Africa , Personnel management -- South Africa , Branding (Marketing) -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/21615 , vital:29717
- Description: The automotive industry in South Africa is now more than ever before, facing a new era of intense international competition and as a means to survive; organisations are continuously searching for ways to increase their competitiveness. To this end, recent approaches have focussed on the role that people perform in bringing about competitive advantage and has resulted in greater emphasis being placed on the attraction as well as retention of the right people to achieve organisational success. However, developing trends such as changes in the supply of workers, expectations of new generations and a more diverse population have pressurised organisations to institutionalise a dynamic solution. This has placed greater imperative on becoming an employer of choice - those organisations that can differentiate their human resource practices from the competition in order to attract, develop and retain the people they need. The research problem that was addressed in this study is to identify and investigate the organisational attributes of an employer of choice. A comprehensive literature review was executed to review the various definitions, trends impacting as well as the significance of the status - employer of choice. Furthermore strategies for becoming an employer of choice were evaluated and prominent employer of choice attributes identified from the literature. The researcher has also found that a significant number of authors have suggested employer branding as a key strategy in the effort to become an employer of choice. The concept of employer branding was therefore extensively explored in this study. An empirical study was conducted after the appropriate measuring instrument was developed. The purpose of the measuring instrument was to validate the literature findings, identify the rank importance of the identified attributes and to evaluate the extent to which these factors are provided for in the organisation. A sample consisting of 110 employees were selected to participate in the survey via a random sampling method and a response rate of 89% or 98 employees was obtained. The major findings indicated that the sample group agreed that the prominent attributes in literature are important attributes of an employer of choice. Overall the majority of the sample group does not regard the organisation as an employer of choice and while some of the attributes were present in the organisation, others had serious shortcomings. The literature findings together with the empirical study findings resulted in the development of a strategic model to serve as a guide in determining the initiatives the organisation should embark upon to become an employer of choice.
- Full Text:
- Date Issued: 2013
- Authors: Poonoosamy, Sareesha
- Date: 2013
- Subjects: Corporate image -- South Africa , Employee motivation -- South Africa , Automobile industry and trade -- South Africa , Personnel management -- South Africa , Branding (Marketing) -- South Africa
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10948/21615 , vital:29717
- Description: The automotive industry in South Africa is now more than ever before, facing a new era of intense international competition and as a means to survive; organisations are continuously searching for ways to increase their competitiveness. To this end, recent approaches have focussed on the role that people perform in bringing about competitive advantage and has resulted in greater emphasis being placed on the attraction as well as retention of the right people to achieve organisational success. However, developing trends such as changes in the supply of workers, expectations of new generations and a more diverse population have pressurised organisations to institutionalise a dynamic solution. This has placed greater imperative on becoming an employer of choice - those organisations that can differentiate their human resource practices from the competition in order to attract, develop and retain the people they need. The research problem that was addressed in this study is to identify and investigate the organisational attributes of an employer of choice. A comprehensive literature review was executed to review the various definitions, trends impacting as well as the significance of the status - employer of choice. Furthermore strategies for becoming an employer of choice were evaluated and prominent employer of choice attributes identified from the literature. The researcher has also found that a significant number of authors have suggested employer branding as a key strategy in the effort to become an employer of choice. The concept of employer branding was therefore extensively explored in this study. An empirical study was conducted after the appropriate measuring instrument was developed. The purpose of the measuring instrument was to validate the literature findings, identify the rank importance of the identified attributes and to evaluate the extent to which these factors are provided for in the organisation. A sample consisting of 110 employees were selected to participate in the survey via a random sampling method and a response rate of 89% or 98 employees was obtained. The major findings indicated that the sample group agreed that the prominent attributes in literature are important attributes of an employer of choice. Overall the majority of the sample group does not regard the organisation as an employer of choice and while some of the attributes were present in the organisation, others had serious shortcomings. The literature findings together with the empirical study findings resulted in the development of a strategic model to serve as a guide in determining the initiatives the organisation should embark upon to become an employer of choice.
- Full Text:
- Date Issued: 2013
An investigation of the use of social media news releases to create dialogue around brands
- Authors: Barnard, Marieka Helen
- Date: 2010
- Subjects: Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8389 , http://hdl.handle.net/10948/1264 , Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Description: This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.
- Full Text:
- Date Issued: 2010
- Authors: Barnard, Marieka Helen
- Date: 2010
- Subjects: Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8389 , http://hdl.handle.net/10948/1264 , Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Description: This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.
- Full Text:
- Date Issued: 2010
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