1,721,037 research outputs found
Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials
No full textThe purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intention-to-purchase and purchase perceptions.
Design/methodology/approach
Quantitative research was conducted by means of a survey among a sample of over 3,500 respondents via self-administered structured questionnaires in SA. A generalised linear model was used to analyse the data.
Findings
The results confirm that advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in SA. The usage characteristics, log on duration and profile update incidence, as well as the demographic influence of ethnic orientation also resulted in more favourable perceptions of Facebook advertising.
Research limitations/implications
Research on Facebook advertising was only conducted in SA, whereas other emerging countries warrant further investigation to establish if they share the slight positive sentiment towards intention-to-purchase and purchase. This inquiry only provides a “snap shot” of behavioural attitudes, usage and demographic factors towards social media advertising, whereas future research could consider the development of cognitive, affective and behavioural attitudes towards Facebook advertising by employing longitudinal and qualitative research designs
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe 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
Full text link“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
Full text linkWe 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
Black Economic Empowerment in the Cape Peninsula advertising industry: A multiple case study approach
No full textBlack Economic Empowerment (BEE) endevours to enable Black people in South Africa (SA), to make a notable contribution to the economy by irrevocably changing the racial profile of ownership and employment echelons of all organisations in SA (SA DTI 2004: 4–5). The transformation process in SA has been a long and difficult one, with the government slowly promulgating BEE legislation. The South African advertising industry has been criticised for its sluggish empowerment progress, which led to two parliamentary hearings in the early 2000s to scrutinise accusations of racial discrimination and slow transformation advancement. The Association for Communication and Advertising has been a dominant driving force of transformation within the advertising industry, but there have been few studies that have successfully examined BEE progress within this industry in recent times. Therefore, the chief objective of this study was to investigate transformation progress made by advertising agencies in the Cape Peninsula, as well as the challenges and benefits that result from employing BEE procedures in terms of Broad-Based Black Economic Empowerment ownership and Employment Equity. The abovementioned was comprehensively investigated by using a multiple case study approach and by interviewing the top twelve traditional full-service advertising agencies in the Cape Peninsula. The advertising industry has employed a multitude of innovative BEE strategies to facilitate transformation progress and to address a number of inherent problems. Consequently the recommendations of this study would be useful to the national advertising industry, other sectors and government to assist in streamlining the SA transformation process
Mxit marketing communications’ influence on liking and preference among Gen Y
No full textThe advent of digital and social media has resulted in noteworthy changes in the advertising and marketing environment, which have required companies to approach young consumers in a different manner. Gen Y (young adults) consumers are dependent on the Internet, social
network sites, instant messaging and mobile devices to search, organise and transmit information, as well as for entertainment purposes. Marketers are, therefore, compelled to communicate with these digital savvy consumers on social platforms, which they frequent on
a regular basis. While organisations have constructed social network profiles and buy online advertising space to promote their brands, many still do not fully comprehend how to successfully integrate social media into their marketing communication strategies. Research
on social media marketing communications and the perceptions of users are somewhat limited in a developing country such as South Africa. Mxit is a large social network site in South Africa that mainly uses a mobile platform for users to text each other at a low cost.
The inquiry’s main aim was to ascertain Gen Y’s affective attitudinal responses to Mxit marketing communications. The survey design was utilised to sample 1 185 Gen Y participants. These Gen Y respondents demonstrated positive perceptions to Mxit marketing communications in terms of liking and preference hierarchy response levels with several
usage and demographic characteristics also having a noteworthy impact. This research serves as a clear indication that marketers should commence or continue to use Mxit as an effective online marketing communication tool, and makes contributions in terms of the
application of cohort and attitude theories in the context of Gen Y respondents’ attitudes towards SNA in a developing nation.
Keywords: Mxit, mobile socia
Consumer attitudes towards the health benefits of 100% fruit juice in South Africa
No full textThe health effects of 100% fruit juice have received widespread attention from both scientific and public forums. However, much of this literature has placed emphasis on the possible negative health risks of consuming pure (100%) fruit juice (PFJ). This research aims to explore South African consumers’ attitudes towards the health benefits of PFJ, as well as determine if various consumption and socio-demographic factors have an association with consumers’ attitudes. The study included 7 640 fruit juice consumers from cross-sectional research conducted in South Africa by means of a survey. The data was examined via a generalised linear model, which employed analysis of variance via Wald’s Chi-square statistic distribution. A majority of participants were in agreement that PFJ held a number of health benefits. Heavy PFJ consumers and those that purchased fruit juice with the greatest frequency perceived more favourable health benefits than consumers who purchased and consumed PFJ with lower regularity. Female consumers who completed higher education levels; were of the Black population group; and came from high income groups displayed favourable attitudes regarding PFJ health benefits. The research shows that consumers have positive attitudes towards the health benefits of 100% fruit juice regardless of the ubiquitous negative press. However, several consumption (drinking and purchase incidence; time-of-day; and reasons for consumption) and socio-demographic (gender, education level and population group) variables had either positive or negative associations with consumers’ attitudes
Consumer attitudes towards the health benefits of 100% fruit juice in South Africa
No full textThe health effects of 100% fruit juice have received widespread attention from both scientific and public forums. However, much of this literature has placed emphasis on the possible negative health risks of consuming pure (100%) fruit juice (PFJ). This research aims to explore South African consumers’ attitudes towards the health benefits of PFJ, as well as determine if various consumption and socio-demographic factors have an association with consumers’ attitudes. The study included 7 640 fruit juice consumers from cross-sectional research conducted in South Africa by means of a survey. The data was examined via a generalised linear model, which employed analysis of variance via Wald’s Chi-square statistic distribution. A majority of participants were in agreement that PFJ held a number of health benefits. Heavy PFJ consumers and those that purchased fruit juice with the greatest frequency perceived more favourable health benefits than consumers who purchased and consumed PFJ with lower regularity. Female consumers who completed higher education levels; were of the Black population group; and came from high income groups displayed favourable attitudes regarding PFJ health benefits. The research shows that consumers have positive attitudes towards the health benefits of 100% fruit juice regardless of the ubiquitous negative press. However, several consumption (drinking and purchase incidence; time-of-day; and reasons for consumption) and socio-demographic (gender, education level and population group) variables had either positive or negative associations with consumers’ attitudes
The influence of Mxit advertising on purchase intentions and purchase amid Generation Y
No full textGeneration Y is the first high-tech generation and is completely dependent on mobile devices and social media to complete various daily tasks, since these individuals have grown up in an epoch of rapid technological innovation and development. Social media’s escalation in popularity has been noticed by organisations who desire to find
new ways to reach young online communities. Mxit is a social network site in South Africa that allows marketing
managers to communicate with consumers via a number of marketing communication options.
A steady flow of literature has emerged on social media as a marketing communication tool over the past five years, primarily from first-world countries, academic research has not kept pace within South Africa. Hence, the primary objective of this investigation was to establish Generation Y’s purchase intentions and purchase sentiment towards Mxit advertising.
A survey method was utilised to collect 1 228 self-administered questionnaires from Generation Y respondents. Mxit advertising was confirmed to have relatively positive behavioural responses and several demographic and usage variables also had a significant effect. This study has added to the relatively small pool of data to assist
academics and practitioners to understand the influence of Mxit advertising on South Africa’s youth
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