International Journal of Research in Business and Social Science (2147- 4478)
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Evaluating the effectiveness of social media advertising strategies across different demographics and platforms
Get PDFThis paper aims to evaluate the effects of demographic targeting, platform selection, and engagement metrics on the effectiveness of social media advertising campaigns. In this paper, it is also aimed to provide a comprehensive understanding of how these factors influence conversion outcomes. We employed a hybrid analytics method combining ANOVA, correlation, and regression analysis to examine patterns of user engagement and ad performance. A dataset of 200,235 ad campaign records conducted in the United States was analyzed to assess variations across gender, age groups, and platforms.
The main findings of the study demonstrate that (i) women consistently exhibited higher conversion rates compared to men, highlighting the potential of gender-specific content strategies; (ii) users aged 35–44 achieved the highest engagement, suggesting that middle-aged audiences may be more responsive to targeted campaigns; and finally, (iii) among platforms, Instagram led in conversion performance, while Facebook showed comparable engagement rates, and both significantly outperformed other platforms in terms of overall impact. Click-through rate was found to be moderately correlated with conversions, whereas impressions showed weak returns, indicating diminishing value at higher exposure levels. These results underscore the importance of optimizing both message and delivery channel to specific audience segments.This study contributes to digital marketing literature by integrating demographic variables, engagement indicators, and platform performance into a unified model. The insights derived offer practical implications for businesses and advertisers aiming to enhance return on investment and optimize campaign strategies in a fast-paced, digitally driven advertising landscape
The influence of hybrid working model on employee performance with the mediation of remote management and effective monitoring: study at PT PLN (Persero)
Get PDFThis study aims to examine the impact of the hybrid working model on employee performance with the mediation of Remote Management and Effective Monitoring. Using a quantitative approach and a questionnaire, this research emphasizes how PT PLN (Persero) management manages distributed teams to work and perform effectively. The total population consists of 673 employees of PT PLN (Persero) across three divisions that implement the hybrid working model. The data analysis technique used is SEM (Structural Equation Modeling) PLS. The results indicate that the hybrid working model has a positive and significant effect on employee performance. The findings also show that remote management positively and significantly influences employee performance. In contrast, effective monitoring has a positive but insignificant impact on employee performance. The study\u27s implications are expected to contribute to the improvement and refinement of the hybrid working model implementation within PT PLN (Persero)
Study of internal and external factors influencing the choice of multi-banking relationships among SMEs in Senegal: an approach using multinomial logistic regression
Get PDFSMEs (Small and Medium Enterprises) play a critical role in Senegal\u27s economy. Some SMEs choose to work with only one bank (monobanking), while others engage with multiple banks (multibanking). This study aims to examine both internal and external determinants that influence SMEs\u27 decision to opt for multibanking. Using data collected from 105 SME managers in Senegal, the research employs multinomial logistic regression which shows that internal factors such as the size of the SME, its maturity, and the manager\u27s experience, significantly drive multibanking, while external factors, such as the quality of banking services, negatively influence this decision. Knowledge of these factors could help to improve the bank-SME relationship, resulting in a win-win situation that better meets the needs of SMEs and increases the loyalty of the main bank\u27s customers. This could contribute to better performance for both players
Determinants of bank deposits under changing economic conditions in South Africa
Get PDFThis study assesses the determinants of bank deposit flows under changing economic conditions by applying the dynamic panel two-step generalized methods of moments technique to annual observations covering 2007 to 2022 of 12 commercial banks in South Africa. The analysis revealed past deposit flow, profitability, bank size, and capital adequacy ratio as constituting a set of bank-specific variables with a positive predictive influence on deposit flows. At the same time, expenditure drives an adverse impact on deposits. These dynamics posit important implications for efficiency in bank expenditure management to sustain the inflow of depositors’ flows. Also, the results show the existence of a positive relationship between the unemployment rate and deposit flow, which is unexpected in practice, as an increase in joblessness in the country implies a decline in the financial capacity of the population to contribute to bank saving portfolios. However, the unexpected interaction between unemployment and deposit flow in this context can be explained by the adaptive principles of market interactions as the relationship between financial variables is unlikely to be the same under different economic conditions. Moreover, the analysis shows a positive effect of the economic condition on deposit flows which implies that an increase in national productivity exerts an impressive on the flow of depositors\u27 funds to the banks based on market expansion and rapid growth momentum. Based on the findings, strategies to ensure the sustenance of a conducive macroeconomic environment should be reinforced by policymakers as the dynamics of bank deposit flows are linked to the direction of the current economic condition
Examining the role of economic growth on poverty reduction and income inequality in South Africa: Evidence from linear and nonlinear approach
Get PDFSince the conclusion of apartheid in 1994, South Africa has witnessed notable economic growth; however, poverty and income inequality continue to be widespread issues. Despite economic growth, poverty and income inequality remain prevalent, with millions of South Africans living below the poverty line and encountering substantial obstacles to economic opportunities. This research examines the connections among economic growth, poverty alleviation, and income inequality in South Africa, utilising data from 1993 to 2023. This study employs various econometric models, specifically Vector Error Correction (VECM), Autoregressive Distributed Lag (ARDL), and Generalised Method of Moments (GMM), to examine the relationships among economic growth, poverty reduction, and income inequality in South Africa. The findings indicate that economic growth has a positive effect on poverty reduction, while simultaneously exerting a negative influence on income inequality. The research indicates that employment and access to electricity are essential determinants in alleviating poverty and income inequality. This study recommends that policymakers prioritise investments in education, job training, and infrastructure development, especially in rural areas, to foster inclusive economic growth and mitigate poverty and income inequality. Policymakers should enact measures to enhance electricity access and foster employment opportunities within the formal sector
Exploring the impact of parental engagement on academic achievement in South African primary schools: A qualitative case study
Get PDFThe main aim of this study was to explore the impact of parental engagement on learner achievement in primary schools. A case study was used as a qualitative research design. Data were gathered through semi-structured in-depth interviews. The data collected through interviews was systematically analyzed using thematic analysis, a qualitative method that involves identifying, analyzing, and interpreting patterns or themes within the data. The key findings of the study highlight the concept of parental engagement, the role of parents in helping children with homework, parent-teacher communications, and parent-teacher partnership as aspects of the impact of parental engagement. The findings further indicate that working parents are less interested in their children’s education due to work responsibilities and a lack of time, which proved to be a difficulty for parental engagement. The findings suggest that effective parental engagement can be positively impacted by a strong parental-teacher relationship. However, implementing parental engagement presents several difficulties that, if specifically handled, could enhance parental engagement for the benefit of the learners
The impact of digital footprint on interview invitation rate and perceived cultural fit: An integrative review
Get PDFThe ongoing digitization of professional interactions has significantly altered how employers evaluate candidates throughout the hiring process, with digital footprints emerging as a crucial factor in recruitment decisions. This integrative literature review investigates the influence of digital footprints on two essential recruitment outcomes: interview invitation rates and perceived cultural fit. Digital footprints, which encompass social media activity, professional profiles, and online interactions, provide employers with valuable insights into a candidate\u27s qualifications, personality traits, and cultural alignment. Research indicates that candidates with well-managed digital profiles, particularly on platforms such as LinkedIn, tend to receive a higher number of interview invitations, whereas adverse online content can negatively impact job prospects. Furthermore, employers are increasingly leveraging digital footprints to gauge cultural fit by analysing online behavior, shared content, and social media interactions to assess alignment with organizational values. However, the reliance on digital footprints raises ethical concerns, including privacy issues, unconscious bias, and discrimination, as employers may unconsciously favour candidates who share similar personal or political views. The review underscores the necessity for standardized ethical guidelines in digital screening practices to ensure fair and unbiased hiring decisions. Additionally, job seekers are encouraged to proactively manage their online presence, curating content that accurately represents their professional identity. Employers should strive to balance efficiency with fairness by implementing transparent digital screening policies to mitigate bias risks. This study contributes to both academic discourse and practical approaches for digital hiring, emphasizing the importance of ethical frameworks and systematic evaluations in the digital recruitment process. Future research should investigate cross-cultural variations in digital screening practices and the implications of artificial intelligence in automating digital footprint assessments. Ensuring fairness and transparency in digital hiring practices will be essential for fostering equitable employment opportunities in the digital era
South African perspectives on Philoxenia and its effects on social cohesion with African immigrants
Get PDFThis paper aims to explore perspective of South Africans on the effects of philoxenia on social cohesion between South Africans and African immigrants. The researchers employed exploratory research design, qualitative research methods and document analysis as well as in-depth interviews to solicit data. The work employed Philoxenia as a conceptual framework as well as positive and negative contact theories as tools of analysis. The findings indicate that South African perspectives on philoxenia is that, there exists “an ethic of hospitality toward foreign nationals”. This underscores the multifaceted nature of social cohesion within multicultural urban settings. While a number of South Africans in metropolitan areas, exhibit inclusive attitudes that facilitate positive intercultural relations, such experiences are not homogenous. They are not rooted in sustained emotional connection and fall short of fostering genuine. Compounding this challenge, the paper reveals that, manifestations of xenophobia, Afrophobia, and colour-blind xenophobia persist, often undermine the socio-cultural integration of African immigrants. The researchers recommend that, there is a need for a multi-level, collaborative approach to promoting a more deeply rooted form of philoxenia to address both the symbolic and material dimensions of social cohesion. Therefore, there are positive implications for African unity inspired by Philoxenia, while xenophobia, Afrophobia, and colour-blind xenophobia have negative spinoffs
The influence of strategic flexibility on green business performance mediated by eco innovation and green manufacturing
Get PDFThe study aims to examine and analyze the role of strategic flexibility on green business performance with eco innovation and green manufacturing as mediating variables. This research adopts a quantitative approach with a purposive sampling technique. The object of the study is manufacturing companies in East Java that are registered under the PROPER program. A total of 136 respondents participated in this study. Data were collected using a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research results show that strategic flexibility significantly influences green business performance, strategic flexibility has a significant effect on eco innovation, strategic flexibility significantly affects green manufacturing, eco innovation and green manufacturing positively influence green business performance, and eco innovation and green manufacturing partially mediate the effect of strategic flexibility on green business performance. The importance of green business performance lies in its ability to support long-term environmental and economic sustainability through innovation and operational transformation. Companies with greater flexibility are more likely to adopt green practices and respond to dynamic environmental changes effectively. This research makes a theoretical contribution by supporting the Resource-Based View (RBV), which highlights the importance of internal resources and capabilities in achieving sustainability goals. Practically, the study provides insights for companies to strengthen strategic adaptability and promote innovation-driven environmental practices
Effects of staff development training on self-rated performance: a case of selected South African companies
Get PDFA subtle inherent contest exists between supervisors and subordinates during performance appraisal sessions. Examining the moderating effect of training on employees\u27 self-appraisal to foster curiosity. This study seeks to analyse the value proposition of self-appraisal in the context of 360-degree organisational performance. A self-appraisal was conducted among a random sample of employees from five companies in South Africa. The research employs a positivist paradigm, utilising a deductive approach characterised by quantitative methods. It incorporates a longitudinal study and a pre-post quasi-experimental survey design to gather data from a randomly sampled population of 526 participants. Utilising diverse multivariate statistical methods, such as analysis of variance (ANOVA) and correlation and regression modelling, for data analysis. This study illustrates that training improves self-efficacy, learning outcomes, and performance. Additionally, it highlights the integrity of self-appraisals in the post-training context, with 66% of participants favouring self-rated performance over supervisor assessments due to perceived bias. This paper offers insights for both practitioners and scholars, highlighting how a strong culture of human capital development (T&D) enhances self-efficacy and predicts positive organisational behaviours and optimal performance.