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Leveraging social media marketing in healthcare-based non-profit organisations: insights from the technology acceptance model
No full textThis study seeks to identify the variables that both positively and negatively
influence the usage of social media marketing (SMM) by South African healthcarebased
non-profit organisations (HB NPOs) based on the Technology Acceptance
Model (TAM). Social media has emerged as a key tool for fostering dialogue
between HB NPOs and their stakeholders in South Africa. A majority of NPOs
agree that marketing is essential for raising funds and awareness, yet
comparatively few partake extensively in new digital marketing activities. Based on
the researcher's expertise (judgemental sampling), the study selected thirteen
respondents (marketing and/or social media managers, coordinators, and
directors) to participate. The study used a qualitative approach through semistructured
interviews to understand the perspectives of HB NPOs and their use of
social media marketing (SMM). The interviews were transcribed and analysed
using ATLAS.ti. The study elucidates motivational variables influencing the actual
usage of SMM via the integration of the TAM and considers aspects like external
variables, perceived usefulness, perceived ease of use, and behavioural intention
within an HB NPO context. The research affirms the importance of the use of SMM
for the sustainability and promotion of HB NPOs (increased awareness, donation
appeals, community relationships, cost-effective platform to raise funds, powerful
images and patient stories lead to brand emotions and positive image), but also
reveals a number of negative influences that impede the usage of SMM by HB
NPOs (lack of government support, corporate sponsors, time, understanding,
capacity, resources, and a small donor pool). Practically, SMM presents an
opportunity for HB NPOs to allocate necessary resources toward its strategic use
as a communication approach, enabling them to take advantage of the beneficial
and sustainable influences. Theoretically, this investigation supports the
foundational principles of the TAM and adds to it from a qualitative perspective by
highlighting the sustainable and negative influences of external factors, perceived
usefulness and ease of use, and behavioural intentions based on SMM usage by
HB NPOs. The study enhances understanding of digital marketing, broad NPO
management, and the organisational behaviour of HB NPOs in a developing nation
context via the TAM framework
The role of brand awareness and trust on purchase intent in Google shopping ads and demographic factor influences among Millennials and Generation Z
No full textThe proliferation of technology has given rise to novel marketing channels such
as pay-per-click campaigns, social media advertising, and search engine
optimisation. Google Shopping Ads is a format of Google Ads that enables ecommerce
companies to promote their products directly in Google search results.
The establishment of brand awareness and trust is a pivotal aspect of Google
Shopping Ads, as it empowers enterprises to construct and market their brand
within the consciousness of potential clientele, but there is a need for further
research among young consumers. Millennials and Generation Z are more
technologically advanced compared to older cohorts; digital and mobile
technology and communications significantly influence their online shopping
behaviour through their engagement with interactive marketing. Hence, the study
investigates the effect of brand awareness and trust on purchase intent due to
Google Shopping Ads among Millennials and Generation Z in South Africa, as
well as the influence of Google Shopping Ads usage and demographic variables
on purchase intent. The study employed a quantitative method and snowball
sampling to collect data via an online questionnaire (self-administered) and
survey, which resulted in the completion of 1 667 questionnaires. SPSS was
used to analyse the data via confirmatory factor analysis and a generalised linear
model. Significant findings revealed that brand awareness and trust showed a
favourable association with purchase intent owing to Google Shopping Ads. A
number of Google Shopping Ads usage (greater number of years, high
frequency, and higher number of hours) and demographics (older age groups
and lower education levels) variables were found to have a positive influence on
purchase intent. Marketers could use keywords to efficiently identify audiences
that display interest in products and services. Marketers should ensure that the
Google Shopping Ads product and price information are analogous to their
website plugins to mitigate differences, thereby fostering trust and promoting
purchase intent. Hence, this study could assist marketers in understanding their
target audience and delivering tailored messages using search engine platforms
such as Google Shopping Ads, which could improve business performance and
sustainability. Future studies could investigate alternative forms of sponsored
search advertising and examine longitudinal and experimental methodologies for
quantitative data collection
Stakeholder engagement framework to improve public housing delivery: a Stellenbosch case study
No full textBackground: Inadequate housing in South Africa emanates from the apartheid regime’s legacy of injustice. The post-apartheid government developed a constitution to address this legacy. However, insufficient stakeholder engagement by municipalities remains a pervasive issue, contributing to the failure to meet community expectations in delivering adequate housing units.
Aim: This study aims to develop a general stakeholder engagement framework to improve the delivery of public housing projects at the local government level.
Setting: Individuals involved in or affected by public housing projects in Stellenbosch Municipality
Methods: A qualitative research approach was adopted, using semi-structured interviews and focus group discussions. A sample of 30 participants (Ward councillors, Traditional leaders, Project managers, Human Settlement staff and Beneficiary committee members) was purposefully selected; ATLAS.ti software was used to analyse the data.
Results: Key findings from the study highlight insufficient public input, poor communication and political polarisation as key factors contributing to the delivery challenges of public housing projects at the local government level.
Conclusion: The framework highlights the importance of proactive feedback integration and collaboration in overcoming challenges, contributing to more effective and inclusive housing delivery in South Africa.
Contribution: This study proposes a stakeholder engagement framework for the proactive integration of feedback from those affected by housing project delivery, addressing challenges in South African public housing. It emphasises collaboration and systematic involvement throughout the project lifecycle to improve outcomes, efficiency, and community satisfaction
The influence of emoji digital marketing and demographic factors on Generation Z’s purchase intention decisions
No full textPeople's online interactions with one another have changed dramatically over the
years. As digital technologies advanced, digital communications became an
essential part of our daily lives, resulting in the development of new language
forms such as emojis. Marketers have begun to use emoji digital marketing
(EDM) to simulate digital interaction and purchase intention, especially among
young customers. People refer to the Generation Z cohort as mobile prodigies
due to their affinity for the digital world and their ability to express themselves
through emojis. There is negligible research about emojis in South Africa,
particularly considering the impact of emoji utilisation through digital marketing
platforms. Accordingly, the study used the Technology Acceptance Model (TAM)
to explore the effect of EDM on Generation Z's purchase intention through
perceived ease of use and usefulness, as well as the impact of Generation Z’s
emoji usage and demographic factors on purchase intention. This study
employed linear regression (quantitative) analysis to examine the hypotheses,
specifically following the descriptive research approach. This study utilised a nonprobability
sampling strategy that involved snowball sampling. The study used a
self-administered questionnaire to gather data and assess the effect of EDM on
purchase intention among a sample of 754 young consumers. The study found
that perceived usefulness and perceived ease of use had a positive influence on
purchase intention due to EDM, as well as various demographics (gender) and
EDM usage (emoji usage frequency, emoji brand message engagement, online
usage hours, and digital spending) factors. Marketers can incorporate emojis into
engaging subject lines and distribute them through various digital applications.
This method may assist organizations in distinguishing themselves from the
competition, attracting attention, and enhancing their PI and digital expenditure. This study makes a noteworthy contribution to the expanding realm of EDM
research by offering novel insights and enhancing comprehension of TAM
attitudes towards and utilisation of emojis, and as the effect of EDM usage and
demographic factors. Future research can reduce this study's limitations by using
longitudinal research, different product categories and industries, structural
equation modelling, and various countries and cohorts
Social media marketing in nonprofessional rugby clubs: a qualitative viewpoint using the technology acceptance model
No full textSocial media has transformed the interactions among fans, clubs, and athletes,
providing evidence of its increasing significance in sport. The growing
professionalisation of sport has led to the increased adoption of business
practices and marketing. However, not all sport organisations are considered
professional, and many may lag in the adoption of such applications. Rugby’s
growth internationally demonstrates the sport’s ability to inspire and engage a
global audience in a professional rugby context. There are a limited number of
studies that investigate social media marketing (SMM) by rugby teams, but
several do focus on professional rugby. Hence, this study investigates Western
Province Super League (WPSL) rugby clubs (amateur sport teams) SMM usage
in terms of channels, external factors, determinants, behavioural intentions, and
age by WPSL rugby determinants and behavioural intentions. The Technology
Acceptance Model (TAM) serves as the theoretical underpinning, which responds
to the need for further research on non-professional sport organisations. The
study used a qualitative approach via cross-sectional and multiple-case study
design and utilised twelve semi-structured interviews as the primary data
collection technique. The researchers adopted an inductive approach and utilised
ATLAS.ti (a qualitative data analysis package) to formulate themes and codes for
subsequent analysis. This study found that brand exposure and awareness,
relationship building, sponsorship attractiveness, community participation/
engagement, information sharing, and others were the primary drivers and
advantages of SMM usage. Findings also revealed positive SMM behavioural
intentions that included community relationships, greater reach, family feeling,
player portfolio enhancement, an important contact point, and membership
growth. The rugby clubs believed that employing SMM added substantial value to
their marketing efforts. From a practical standpoint, rugby club social media
coordinators could enhance fan engagement and relationship management by
providing graphic updates (photos and video footage) about players and teams,
creating blogs, organising competitions, establishing video channels, and
overseeing community activities. From a theoretical perspective, the study adds
to the limited qualitative research on the TAM, especially in a sport and digital
marketing context. The study furthers knowledge of SMM, non-professional
sport, and organisational behaviour in the context of WPSL rugby clubs in South
Africa
Actinobacteria diversity associated with marine sediments and a wetland system, Agulhas‑South Africa
No full textBackground
South Africa is known for its great biodiversity. The Agulhas Plain represents one such unique environment where low-gradient topography has resulted in extensive wetland formation. It is fed by two major river systems, bringing in brackish, alkaline water. It has been exposed to major marine transgression and regression events, and harbours great Fynbos diversity as well as a Mediterranean-type climate, thereby creating unique ecosystems. It is therefore surprising that little is known about the bacterial diversity associated with the Agulhas Plain and associated marine ecosystems.
Methods
In this study, we focused on the actinobacterial diversity (Phylum Actinomycetota) associated with an emerging peatland on the Agulhas Plain (SF; Areas 1–3) and a marine site (ANP; Ocean, Rocky, Dry) located 10 km away from SF. A combined metataxanomics and isolation approach was taken to evaluate the actinobacterial diversity of the sampling sites and to determine the effect of environmental physicochemical parameters on these populations. Various genome analyses were performed on an Sva0096 marine bin to gain insight into its ecological role.
Results
Metataxanomics showed that the two sites shared defined major taxa, including Blastococcus, Geodermatophilus, Microbacterium, Mycobacterium, Nocardioides, Streptomyces, and the Sva0996 marine group. Analysis of the biosynthetic potential of an Sva0996 marine bin134 (obtained from GenBank) provided insights into the potential ecological role of this group of bacteria in both the marine and terrestrial environments. Higher actinobacterial diversity (Shannon index > 5) was observed for Areas 2 and 3 (SF), as well as the ANP Dry samples. The actinobacterial population composition was found to be driven by salinity, pH, Mn, and Ca, with certain areas of SF exhibiting similar (and even higher) salinity (SF: 70–100 Ω vs. ANP: 100–160 Ω) and lower pH levels (SF: 6.3-8.0 vs. ANP: 8.6–8.9) to that of the marine environment.
Conclusion
This snapshot study has provided some insights into the actinobacterial diversity of the two sites studied. Analysis of an Sva0096 marine bin134 provided further insights into the potential ability of the Sva0096 marine group to survive in a unique terrestrial environment that is periodically exposed to environmental pressures that mimic the marine environment
Risky conclusions regarding shrinking rhino horns
No full textAbstract
1. Image-based analyses from an online repository on rhino horns asserted that
declines in size over time could be the consequence of poaching and hunting.
2. We provide reflections on whether the sample was representative enough to
make generalizations, the study adequately accounted for the main sources of
horn-size variation and the statistical methods were adequate to be confident in
the results.
3. The sample had a limited representation, most coming from zoo animals. We
highlight several sources of variance in horn size that such a sample could not
evaluate robustly using linear regressions, both for establishing a proxy for horn
size corrected for size of a rhino and assessing trends over time.
4. Nevertheless, horn poaching continues to be the key threat to rhinos. Addressing
the underlying drivers of poaching and trafficking are key priorities for responsible public debate, policy making and interventions
Generalist southern African temperate forest canopy tree species have distinct pollinator communities partially predicted by floral traits
No full textForest canopies provide important resources for insect communities via flowers. Yet, pollination systems of tall forest trees are poorly studied, resulting from the difficulties in observing pollinator activity at the canopy level and great temporal variation in flower production. In temperate forest canopies of the southern hemisphere, small, whitish and generalist flowers seem to dominate. Here, we observed insect flower visitors, at the canopy level, to four southern Afrotemperate forest tree species bearing small, white to green flowers in a large, indigenous forest. Additionally, we quantified flower traits and collected pollen from representative insect visitors. A total of 105 insect species, from 48 families and 7 orders, were observed visiting flowers. In terms of total flower visits, the generalist Cape honey bee (Apis mellifera capensis) made up ca. 57% of all flower visits. A third of the total observation time covered crepuscular to nocturnal flower visits; yet only 12.68% of total visits took place during this time. Interestingly, despite both trees and insects being largely generalist in their interactions with one another (supported by the presence of conspecific and heterospecific pollen on most flower visitors), some insect species showed strong preferences for specific species of tree, driving dissimilar, interspecific assemblages of flower visitors. The pollinator community disparity may be explained through the unique and dissimilar floral traits for each tree species, both in flower size and in petal reflectance. We conclude that within generalist pollination systems, distinct and non-random mutualisms can develop between different species of plants and a diverse suite of pollinators, and that floral traits could partially predict such interactions
Holding a mirror up to academic development through the HELTASA (un)conferencing methodology
No full textWe, Academic Development (AD) practitioners, question whether AD's objective in South Africa (SA) as a 'liberatory educational and social movement' to enhance educational quality for all students, is effectively pursued. AD practitioners often work on the fringes of the academy, fighting for relevance and legitimacy within an increasingly performative and managerialist academic culture. Despite innovative AD initiatives AD work is criticised for being unresponsive, unreflexive, conformist, and lacking theoretical, scholarly, and critical engagement. We use critical pedagogical praxis, particularly the constructs of critique, reflexivity, power, and self-reflection, to interrogate the continuous tension between AD intention and practice. Through (un)conference methodology, this auto-ethnographic account of individual and collective engagements, using the "holding the mirror up" metaphor, critically questioned the tension and misalignments between the AD mandate and practices. Although in a SA higher education context, this research could be beneficial to HE contexts globally, given the ubiquity of AD work
Real-time energy management system for a hybrid renewable microgrid system
No full textThis paper gives a detailed study for the design and implementation of an energy management system (EMS) for a hybrid renewable microgrid system using real-time software. Microgrids, with their ability to integrate renewable energy sources, face challenges in maintaining stability and reliability. The implemented EMS aimed to maximize the renewable energy sources utilization, including PV and wind power, in conjunction with a battery energy storage system. The objectives of this research included the implementation of an EMS that ensures a reliable and stable operation between the microgrid system and the main grid including the control of charge and discharge of the battery using Typhoon Hardware-in-the-Loop (HIL) software. The simulation results and case studies demonstrated the effectiveness and performance of the developed EMS in managing a hybrid renewable microgrid system. The results also demonstrated that the time of charging was maximized by utilizing a higher power. By doing so, the battery was fully charged in a shorter timeframe. The battery state of charge (SOC) was maintained between the fixed values (20% and 100%) as stated by the algorithm