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Influence of digital marketing activities on brand awareness in Zimbabwean polytechnics
Get PDFThe 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, 202
The influence of website use on brand awareness and its sub factors: A Zimbabwean polytechnics perspective
Get PDFThe increased digital acumen among students has necessitated institutions to adopt digital marketing platforms such as websites to enhance brand awareness for competitive advantage purposes. The study therefore investigated the influence of website use on brand awareness and its sub-factors in the Zimbabwean polytechnic context. The study adopted the positivist paradigm, a descriptive research design and is quantitative in nature. A self-administered online questionnaire was used to collect primary data and through convenience sampling, 492 valid and reliable responses were collected. The collected data was analysed using descriptive analysis and inferential statistics. The empirical results indicated a statistically significant relationship between website use and brand awareness, specifically when looking at the brand awareness sub-factors of top-of-mind and brand recall in the context of Zimbabwean polytechnics. However, a statistically insignificant relationship was noted between website use and brand recognition. The study proposed contributions to polytechnic marketers on website use to enhance brand awareness for their institutions to ensure competitive advantage. The empirically tested model provides a basis for future research in the marketing of polytechnics
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Examining factors inhibiting solar systems adoption mediated by consumer confusion on green consumption in Bulawayo
Get PDFGreen marketing is a philosophy better understood and practised in developed economies. In developing countries, the concept is not fully understood and faces significant challenges that hinder its strategic implementation and the adoption of innovations by organisations and consumers. The study was motivated by the urge to examine the impact of the repressing factors encountered by solar systems consumers in Zimbabwe as they try to adopt green innovation. Similarity consumer confusion, and ambiguity are examined as mediating variables. A quantitative sample of 306 was drawn using random sampling of household numbers. A further sample of 12 was used for the qualitative survey. The explanatory sequential mixed methods design was applied. The research hypotheses were tested using structural equation modeling - SmartPLS, while qualitative data were processed using the reflexive thematic approach in NVivo version 12. The study established that the exorbitant cost of solar systems in Zimbabwe was one of the significant repressing factors. Additionally, greenwashing and green myopia were found to have a profound negative impact on the green marketing philosophy as they are proven antecedents of consumer confusion militating against the adoption of solar systems. The study recommended the facilitation of local production of solar systems and the introduction of subsidies on high-quality solar systems to ease the burden on consumers
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
koamabayili/VECTRON-author-checklist: VECTRON author checklist
No full textWe have done our best to complete the author checklist relating to the use of animals in the hut study. Note that the objective for the hut study was to evaluate the IRS treatment applications for residual efficacy against Anopheles mosquitoes, including the local An. coluzzii mosquito population. Cows were only used to attract mosquitoes into the huts and no tests were carried out directly on the cows. The author checklist is intended for use with studies where experiments are carried out on animals, which is why we have had such difficulty in completing this for the hut study, as many of the questions do not relate to how the cows were used
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