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There has been a significant increase in research around Corporate Social Responsibility (CSR) in the sport management context and it has been argued that CSR outcomes have marketing implications. Despite this increase, there is a gap in identifying the influence that CSR initiatives have on marketing performance within a professional sport management context. Moreover, the South African sport industry is rapidly professionalising with a need for the application of business management practices to the unique sport industry. This study explored the relationship between CSR and the marketing performance of selected professional sport organisations across South Africa. Six organisations were selected, representative of the three major professional sport codes in the country, namely cricket, rugby and soccer. Following a qualitative research approach, key personnel at the organisations were purposefully selected for in-depth interviews. Thematic analysis was conducted and the following core themes emerged: marketing objectives; income/revenue growth; marketing share; and CSR initiatives. The study proposed a set of criteria to assess the influence of CSR on marketing performance, which included: tickets and sales; brand loyalty; brand perception; media coverage; and sponsorship. The study clarifies the relationship between CSR and marketing performance in the South African professional sport environment and presents policy and practice-based recommendations based on these findings.
Talent Moyo; Brendon Knott; Rodney Duffett. Exploring the relationship between corporate social responsibility and the marketing performance of professional sport organisations in South Africa. Sport in Society 2021, 1 -19.
AMA StyleTalent Moyo, Brendon Knott, Rodney Duffett. Exploring the relationship between corporate social responsibility and the marketing performance of professional sport organisations in South Africa. Sport in Society. 2021; ():1-19.
Chicago/Turabian StyleTalent Moyo; Brendon Knott; Rodney Duffett. 2021. "Exploring the relationship between corporate social responsibility and the marketing performance of professional sport organisations in South Africa." Sport in Society , no. : 1-19.
The continued growth for both smartphone usage and mobile applications (apps) innovations has resulted in businesses realizing the potential of this growth in usage. Hence, the study investigates the antecedents of customer satisfaction due the usage of mobile commerce (m-commerce) applications (MCA) by Millennial consumers in South Africa. The conceptual model antecedents were derived from the extended Technology Acceptance Model (TAM). The research made use of self-administered questionnaires to take a cross section of Millennial MCA users in South Africa. The sample comprised of nearly 5500 respondents and the data was analyzed via structural equation and generalized linear modeling. The results revealed that trust, social influence, and innovativeness positively influenced perceived usefulness; perceived enjoyment, mobility, and involvement positively influenced perceived ease of use; and perceived usefulness and perceived ease of use were positive antecedents of customer satisfaction. Several usage and demographic characteristics were also found to have a positive effect on customer satisfaction. It is important for businesses to improve customer experience and satisfaction via MCA to facilitate a positive satisfaction and social influence among young technologically savvy consumers.
Atandile Ngubelanga; Rodney Duffett. Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective. Sustainability 2021, 13, 5973 .
AMA StyleAtandile Ngubelanga, Rodney Duffett. Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective. Sustainability. 2021; 13 (11):5973.
Chicago/Turabian StyleAtandile Ngubelanga; Rodney Duffett. 2021. "Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective." Sustainability 13, no. 11: 5973.
Coloured people's entrepreneurial efforts in South Africa are mostly survivalist. Although most of the selected suburb's youth have high entrepreneurial intentions, most do not become successful entrepreneurs. We are hoping to understand why people think this. Indisputable are the inadequacy of entrepreneurial education and training, a heavily skewed distribution of resources, a lack of mentorship, minimal support from parents, and a cultural upbringing in opposition to entrepreneurship. This study's objective was to gain insight into the cultural and educational limitations on entrepreneurial development and the entrepreneurial intentions of the selected suburb's youth. This paper employed quantitative and qualitative research methodologies. The quantitative data was collected from 470 youths through a survey questionnaire. Ten personal interviews were conducted within the qualitative ambit and served to validate the quantitative tool's results. The quantitative data was analysed using SPSS software, and the qualitative data was analysed by identifying common themes in relation to the quantitative findings. The study revealed a low level of tertiary education, a family orientated culture and a high level of entrepreneurial intention. The findings further revealed that many parents do not run their businesses, which indicated that most of the youth do not stem from entrepreneurially oriented households. The researchers recommend that business incubators be established within the suburb and that schools within the community should partner with the private sector and governmental structures, such as the Department of Trade and Industry (DTI), The National Youth Development Agency (NYDA), and Small Enterprise Finance Agency (SEFA) in order to expose youth to the practical application of entrepreneurship.
Nashwin Davids; Robertson Tengeh; Rodney Duffett. The influence of culture on the development of youth entrepreneurs in a selected suburb in Cape Town. EUREKA: Social and Humanities 2021, 24 -37.
AMA StyleNashwin Davids, Robertson Tengeh, Rodney Duffett. The influence of culture on the development of youth entrepreneurs in a selected suburb in Cape Town. EUREKA: Social and Humanities. 2021; (2):24-37.
Chicago/Turabian StyleNashwin Davids; Robertson Tengeh; Rodney Duffett. 2021. "The influence of culture on the development of youth entrepreneurs in a selected suburb in Cape Town." EUREKA: Social and Humanities , no. 2: 24-37.
YouTube (YT) is the largest online video digital channel with more than 2 billion users, and over a billion hours of YT videos are viewed every day, particularly among young consumers. YT has become a massive marketing communication platform, which serves as a medium to target the lucrative Generation Z cohort (first born in the late 1990s), and influence this generation’s infamously unpredictable purchase decision process. The main aim of this paper was to consider the effect of YouTube marketing communication (YMC) on the traditional and non-traditional attitudinal associations of response hierarchy models. A multi-stage sample technique was used and 3750 high school and college learners (aged 13–18 years old) were surveyed via self-administered questionnaires in South Africa. Structural equation modelling was utilised to consider the hypothesised attitudinal associations. The research determined that YMC had a positive influence on the hypothesised attitudinal associations, and young consumers who used YT for fewer years, logged on more frequently, spent shorter time periods on the platform, viewed higher numbers of commercials, aged 13–14 years old, and from the White population group exhibited the most positive attitudinal responses. Hence, organisations should review their strategies in order to develop more sustainable YMC owing to the heterogeneity evident among young African consumers.
Rodney Duffett. The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers. Sustainability 2020, 12, 5075 .
AMA StyleRodney Duffett. The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers. Sustainability. 2020; 12 (12):5075.
Chicago/Turabian StyleRodney Duffett. 2020. "The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers." Sustainability 12, no. 12: 5075.
As the sporting industry has become more professionalised, there have been an increased number of studies focused on corporate social responsibility (CSR) engagement within this sector. However, with unique aspects of professional sport organisations and limited studies on this in developing market contexts, this paper reports on a study that aimed to investigate the impact of environmental factors and stakeholders that have an impact on sustainable CSR engagement in the South African professional sport industry. Following an interpretivist philosophy, this study adopted a qualitative research approach to collect the primary data. Key stakeholders were strategically selected from six South African professional sport organisations and ten in-depth interviews were conducted. This inquiry revealed that several internal and external environmental factors influence sustainable CSR engagement by professional sport organisations, namely, (1) internal objectives, funds, people and resources and (2) external uncontrollable factors, economy, and community awareness. The study also found that corporate partnerships, non-corporate partnerships and targeted communities were the main stakeholder types involved in CSR activities. The study, therefore, expands the understanding of CSR engagement within the professional sport industry in South Africa, also contributing to CSR practice and policy within this sector by proposing the engagement in more sustainable CSR initiatives.
Talent Moyo; Rodney Duffett; Brendon Knott. Environmental Factors and Stakeholders Influence on Professional Sport Organisations Engagement in Sustainable Corporate Social Responsibility: A South African Perspective. Sustainability 2020, 12, 4504 .
AMA StyleTalent Moyo, Rodney Duffett, Brendon Knott. Environmental Factors and Stakeholders Influence on Professional Sport Organisations Engagement in Sustainable Corporate Social Responsibility: A South African Perspective. Sustainability. 2020; 12 (11):4504.
Chicago/Turabian StyleTalent Moyo; Rodney Duffett; Brendon Knott. 2020. "Environmental Factors and Stakeholders Influence on Professional Sport Organisations Engagement in Sustainable Corporate Social Responsibility: A South African Perspective." Sustainability 12, no. 11: 4504.
The primary purposes of this study are to consider the influence of YouTube marketing communication (YMC) on awareness and knowledge among Generation (Gen) Y cohort respondents in South Africa (SA) and Romania (RO) and to establish if country, demographic, and usage (independent) variables have an effect on this cognitive attitudinal association. Multistage sampling was employed, and a survey was conducted among 400 respondents in SA and 400 respondents in RO. Structural equation modelling was used to investigate the hypothesized associations. The findings confirm that awareness had a favorable influence on knowledge for the total sample, SA and RO. The results also show that awareness displayed a significantly larger positive effect on knowledge among Romanian Gen Y in comparison with South African Gen Y. This study confirms that age (demographic variable) and access, usage length, log‐on frequency, log‐on duration, and advertisement viewership numbers (usage variables) have a significant effect on cognitive attitudinal responses due to YMC among Gen Y in SA and RO. Organizations should consider adapting YMC strategies to stimulate awareness, which will stimulate favorable knowledge attitudinal responses, as well as consider the aforementioned demographic and usage variables when targeting the infamously unpredictable Gen Y due to the positive cognitive attitudinal association in developing countries.
Rodney Graeme Duffett; Tudor Edu; Iliuta Costel Negricea. YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania. The Electronic Journal of Information Systems in Developing Countries 2019, 85, e12094 .
AMA StyleRodney Graeme Duffett, Tudor Edu, Iliuta Costel Negricea. YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania. The Electronic Journal of Information Systems in Developing Countries. 2019; 85 (5):e12094.
Chicago/Turabian StyleRodney Graeme Duffett; Tudor Edu; Iliuta Costel Negricea. 2019. "YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania." The Electronic Journal of Information Systems in Developing Countries 85, no. 5: e12094.
The omnipresent role of online information and communication technology (ICT) channels in the lives of Millennial consumers is universally recognised in industry and academia. The persistent usage of ICT platforms such as social media, especially digital video sharing conduits (e.g., YouTube), among the Millennial cohort has become an important marketing communication platform for organisations to reach this evasive target market. The extensive use of YouTube has generated billions of dollars in marketing communication income, but there is limited academic inquiry in terms of in developing economies, particularly regarding the effect of online usage and demographic factors among Millennials. This paper examines the effect of YouTube marketing communication on affective (attitudinal) responses, meaning brand liking and the impact on brand preference, among Millennials in two developing economies, Romania and South Africa, as well as the influence of usage and demographic factors on the affective (attitudinal) association. A survey was conducted among 400 Romanian and 400 South African respondents, and the hypothesised associations were evaluated via structural equation modelling (SEM) and multigroup SEM. The results of this paper reveal a favourable connection between brand liking and brand preference as a result of YouTube marketing communication, making a notable contribution to the limited YouTube inquiry on attitude-to-advertising theory in developing economies regarding brands in general and sustainable offers in particular. A number of the online usage and demographic factors were also found to have an effect on the brand liking and preference association, supporting in the reduction of the academic–practitioner gap, and assisting organisations in better understanding Millennials in the development of effective marketing communication campaigns on video sharing platforms.
Rodney Duffett; Dana-Mihaela Petroșanu; Iliuta-Costel Negricea; Tudor Edu. Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania. Sustainability 2019, 11, 604 .
AMA StyleRodney Duffett, Dana-Mihaela Petroșanu, Iliuta-Costel Negricea, Tudor Edu. Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania. Sustainability. 2019; 11 (3):604.
Chicago/Turabian StyleRodney Duffett; Dana-Mihaela Petroșanu; Iliuta-Costel Negricea; Tudor Edu. 2019. "Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania." Sustainability 11, no. 3: 604.
The aim of this paper is to ascertain the usage of price comparisons and avoidance of impulse purchases regarding in-store food-buying practices among consumers who reside in low, middle and high socio-economic status (SES) regions. The article will also focus on the effect of shopping characteristics and socio-demographic factors on in-store food-buying practices. A quantitative consumer intercept survey was conducted among 400 low, 400 middle and 400 high SES region consumers in retail stores. Statistical analysis of in-store food-buying practices was conducted via a generalised linear model analysis of variables, utilising the Wald’s Chi-square statistic distribution. Consumers who live in the low SES region exhibited the largest price comparison usage tendency, whereas the high SES region consumers showed the highest predisposition to make impulse purchases. Several shopping characteristics and socio-demographic factors resulted in significant associations in terms of price comparisons and the avoidance of impulse purchases. Food manufacturers, marketers and retailers should consider implementing the study’s primary results in their marketing activities among consumers in the different SES regions. Additionally, shopping characteristics and socio-demographic factors of in-store food-buying practices require further research to add to the limited theoretical discourse.
Rodney Graeme Duffett; Crystal Foster. The Influence of Shopping Characteristics and Socio-Demographic Factors on Selected In-Store Buying Practices in Different Socio-Economic Regions. Southern African Business Review 2018, 22, 30 .
AMA StyleRodney Graeme Duffett, Crystal Foster. The Influence of Shopping Characteristics and Socio-Demographic Factors on Selected In-Store Buying Practices in Different Socio-Economic Regions. Southern African Business Review. 2018; 22 ():30.
Chicago/Turabian StyleRodney Graeme Duffett; Crystal Foster. 2018. "The Influence of Shopping Characteristics and Socio-Demographic Factors on Selected In-Store Buying Practices in Different Socio-Economic Regions." Southern African Business Review 22, no. : 30.
The study focuses on green competitive advantage from a multi-dimensional perspective, investigating the impact of green marketing tools and company descriptive variables on these dimensions. The data were collected from small, medium and micro enterprises (SMME) from Western Cape/South Africa, an area marked by long-term water consumption restrictions. A qualitative approach was considered for variable tailoring to the SMMEs’ peculiarities, followed by a quantitative study, employing a sample of 237 companies, for testing each competitive advantage dimension against the established green marketing tools and company descriptive variables using logistic regressions. Each competitiveness variable was explained by at least one green marketing tool. Donating money and/or allocating time for environmental purposes explained three dependent variables, while selling biodegradable/recycled/refurbished products had an inverse relationship with two of them. Business type and number of operational years had a significant impact on three dimensions. This study enriches the literature by using green competitive advantage dimensions and not a latent factor, analyzing the impact of company descriptive variables as explanatory variables and prompting green strategies for small and medium businesses. The model could be improved by tests in other geographic areas, including green distribution and price variables and other descriptive factors (turnover, responsible investment and internationalization).
Rodney Duffett; Tudor Edu; Norbert Haydam; Iliuta-Costel Negricea; Rodica Zaharia. A Multi-Dimensional Approach of Green Marketing Competitive Advantage: A Perspective of Small Medium and Micro Enterprises from Western Cape, South Africa. Sustainability 2018, 10, 3764 .
AMA StyleRodney Duffett, Tudor Edu, Norbert Haydam, Iliuta-Costel Negricea, Rodica Zaharia. A Multi-Dimensional Approach of Green Marketing Competitive Advantage: A Perspective of Small Medium and Micro Enterprises from Western Cape, South Africa. Sustainability. 2018; 10 (10):3764.
Chicago/Turabian StyleRodney Duffett; Tudor Edu; Norbert Haydam; Iliuta-Costel Negricea; Rodica Zaharia. 2018. "A Multi-Dimensional Approach of Green Marketing Competitive Advantage: A Perspective of Small Medium and Micro Enterprises from Western Cape, South Africa." Sustainability 10, no. 10: 3764.
Purpose The purpose of this paper is to determine whether there is a difference in the development of shopping lists and use of advertisements as pre-store food-buying practices in terms of planned shopping by South African consumers who dwell in different socio-economic status (SES) areas. The paper also considers the influence of shopper and socio-demographic characteristics on pre-store food-buying practices in a developing country. Design/methodology/approach A self-administered questionnaire was used to survey 1 200 consumers in retail stores in low, middle and high SES areas in South Africa. A generalised linear model was employed for the statistical analysis of pre-store food-buying practices within the SES area groups in a developing country. Findings South African consumers that reside in high SES area displayed the largest of shopping list development, while consumers who dwell in low SES areas showed the highest incidence of advertisement usage. Several shopper and socio-demographic characteristics were also found to have an influence on pre-store food-buying practices in different SES areas in South Africa. Research limitations/implications A qualitative approach would offer a deeper understanding of consumers’ pre-store food shopping predispositions as opposed to the quantitative approach, which was adopted for this study. A longitudinal design would also provide a more extensive representation of pre-store food shopping practices over a longer time frame than cross-sectional research. The survey was conducted on Saturdays, whereas consumers who shop during the week may have different shopping and socio-demographic characteristics. Practical implications Astute food brands, marketers and grocery stores could use the findings of this study to assist with their marketing efforts that they direct at consumers in different SES areas in South Africa and other developing countries. Social implications The findings of this study may assist consumers in developing countries, especially those who reside in low SES areas, with food-buying strategies to reduce food costs, make wiser purchase decisions and reduce shopping. Originality/value No study (to the best of the researchers’ knowledge) has considered shopping list development and use of advertisements’ pre-store food-buying practices in different SES areas in a developing country. Furthermore, there is a dearth of research analysing shopper and socio-demographic characteristics in relation to pre-store food-buying practices among different SES areas in developing and developed countries.
Rodney Graeme Duffett; Crystal Foster. Shopping list development and use of advertisements’ pre-store food-buying practices within different socio-economic status areas in South Africa. British Food Journal 2017, 119, 2880 -2902.
AMA StyleRodney Graeme Duffett, Crystal Foster. Shopping list development and use of advertisements’ pre-store food-buying practices within different socio-economic status areas in South Africa. British Food Journal. 2017; 119 (12):2880-2902.
Chicago/Turabian StyleRodney Graeme Duffett; Crystal Foster. 2017. "Shopping list development and use of advertisements’ pre-store food-buying practices within different socio-economic status areas in South Africa." British Food Journal 119, no. 12: 2880-2902.
The purpose of this paper is to determine consumer perceptions toward sugar content of fruit juice (FJ) products in South Africa amid the current sugar tax debate. The paper also ascertains how and if consumption patterns and socio-demographic factors are associated with consumer perceptions toward FJ sugar content. A cross-sectional study was conducted via structured self-administered questionnaires, which were disseminated on a face-to-face basis. Over 7600 consumers aged 16–66+ years in suburbs, townships, and informal settlements were surveyed in South Africa. The data were analyzed through the application of a generalized linear model. Half of the respondents agreed that FJ products were high in sugar. Furthermore, several consumption and socio-demographic factors had a varied influence on consumers’ perceptions toward FJ products. This study provides marketers and retailers with new insight regarding the marketing of FJ products in a developing country amid the sugar tax debate.
Rodney Graeme Duffett. Consumer perceptions toward sugar content of fruit juice products in a developing country. Journal of Food Products Marketing 2017, 24, 745 -760.
AMA StyleRodney Graeme Duffett. Consumer perceptions toward sugar content of fruit juice products in a developing country. Journal of Food Products Marketing. 2017; 24 (6):745-760.
Chicago/Turabian StyleRodney Graeme Duffett. 2017. "Consumer perceptions toward sugar content of fruit juice products in a developing country." Journal of Food Products Marketing 24, no. 6: 745-760.
The tremendous proliferation of social media (such as Facebook) has provided digital information and communications technology (ICT) platforms that enable Generation Z to instantaneously and uninterruptedly interactive one another and the rest of the globe. The primary aim of this research is to investigate the influence of Facebook commercial communications (FCC) on the hierarchy-of-effects model attitude stages amongst Generation Z, and to establish whether several usage (access, usage length, log-on rate, log-on duration and profile update incidence) and demographic (gender, age and population group) factors had an effect on the attitudinal responses. A survey was used to sample over 6 200 teenagers through structured self-administered questionnaires in South Africa (SA). A generalised linear model was utilised for the data analysis. This paper determined that FCC had a positive effect on cognitive, affective and behavioural attitudes amid South African adolescents, which is in correlation with the communications effects pyramid model. This study also makes a notable contribution to attitudinal discourse in emerging nations, where there is a paucity of research on FCC. South African organisations should consider implementing and/or adapting their FCC strategies based on the varying impact of usage and demographic factors, which were disclosed in this study, when targeting the increasingly profitable and technologically savvy, but unpredictable Generation Z.
Rodney Duffett. Influence of Facebook Commercial Communications on Generation Z's Attitudes in South Africa. The Electronic Journal of Information Systems in Developing Countries 2017, 81, 1 -22.
AMA StyleRodney Duffett. Influence of Facebook Commercial Communications on Generation Z's Attitudes in South Africa. The Electronic Journal of Information Systems in Developing Countries. 2017; 81 (1):1-22.
Chicago/Turabian StyleRodney Duffett. 2017. "Influence of Facebook Commercial Communications on Generation Z's Attitudes in South Africa." The Electronic Journal of Information Systems in Developing Countries 81, no. 1: 1-22.
Rodney Graeme Duffett. Consumption patterns and demographic factors influence on fruit juice classifications, health benefits and sugar content perceptions in two Municipal Districts in Cape Town, Western Cape, South Africa. South African Journal of Clinical Nutrition 2017, 31, 20 -28.
AMA StyleRodney Graeme Duffett. Consumption patterns and demographic factors influence on fruit juice classifications, health benefits and sugar content perceptions in two Municipal Districts in Cape Town, Western Cape, South Africa. South African Journal of Clinical Nutrition. 2017; 31 (1):20-28.
Chicago/Turabian StyleRodney Graeme Duffett. 2017. "Consumption patterns and demographic factors influence on fruit juice classifications, health benefits and sugar content perceptions in two Municipal Districts in Cape Town, Western Cape, South Africa." South African Journal of Clinical Nutrition 31, no. 1: 20-28.
Purpose This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South Africa. The study also considers the impact of a number of additional factors such as usage (access, length of usage, log-on frequency, log-on duration and profile update incidence) and demographic (gender, age and population group) variables on young consumers’ attitudes toward social media marketing communications. Design/methodology/approach A survey was used via three self-administered questionnaires, which were distributed to over 13,000 learners in the age range of 13-18 years (Generation Z cohort) at colleges and high schools in South Africa. A generalized linear model was used for statistical data analysis. Findings The study ascertained that social media marketing communications had a positive on each attitude component among adolescents, but on a declining scale, which correlates to the purchase funnel. The results also revealed that teenagers who used social media for long time periods; updated their profiles frequently and were from the Colored and Black population groups, displayed the most favorable attitudinal responses to social media marketing communications. Research limitations/implications Social media was collectively analyzed and did not consider the number of different social media types, which could be examined individually. This investigation only considered the Generation Z cohort, but other cohorts to attitudes toward social media marketing communications could also be assessed. Practical implications Companies and their brands should consider using and/or adapting their strategies based on the declining impact of social media marketing communications on the hierarchical attitude stages among young consumers and the divergent influence on usage and demographic variables when targeting the lucrative and technologically advanced, but capricious, Generation Z consumers. Originality/value This research established that social media marketing communications had a favorable influence on cognitive, affective and behavioral attitude components among young consumers, but on a declining scale, which is in congruence with the purchase funnel model. This investigation also makes an important contribution to attitudinal research in developing countries, where there is a lack of research in social media marketing communications.
Rodney Duffett. Influence of social media marketing communications on young consumers’ attitudes. Young Consumers 2017, 18, 19 -39.
AMA StyleRodney Duffett. Influence of social media marketing communications on young consumers’ attitudes. Young Consumers. 2017; 18 (1):19-39.
Chicago/Turabian StyleRodney Duffett. 2017. "Influence of social media marketing communications on young consumers’ attitudes." Young Consumers 18, no. 1: 19-39.
Purpose – The 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. Practical implications – Organisations and managers should consider that their existing Facebook advertising strategies may only have a limited effect on intention-to-purchase and purchase in SA. However, certain usage characteristics, namely the more time spent logged on to Facebook and the greater frequency of profile update incidence, as well as the demographic variable, namely black and coloured Millennials, resulted in more favourable behavioural attitudes towards Facebook advertising. Hence, organisations and managers should be prepared to alter or adapt their Facebook advertising tactics accordingly when targeting the notoriously fickle Millennials. Originality/value – This investigation found that Facebook advertising has a nominal positive influence on behavioural attitudes among Millennials, which is in congruence with the communications of the effect pyramid model that was established through traditional advertising research. This paper also makes a noteworthy contribution to attitudinal research in emerging countries where there is a dearth of research in social media advertising.
Rodney Duffett. Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research 2015, 25, 498 -526.
AMA StyleRodney Duffett. Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research. 2015; 25 (4):498-526.
Chicago/Turabian StyleRodney Duffett. 2015. "Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials." Internet Research 25, no. 4: 498-526.
The ubiquitous role of technology in the lives of Generation (Gen) Y consumers is commonly recognized in scholarly circles, as well as the pervasive use of interactive and social media among younger consumers, which is significant for marketers from an advertising perspective. Widespread usage of social media such as Facebook is generating billions of dollars in advertising revenue, however, little is known about the attitudes of consumers towards advertising on this conduit in developing countries, especially in terms of the effect of various usage characteristics and demographic factors. This study investigates the influence of Facebook advertising on affective attitudes amongst Gen Y in South Africa (SA). The findings of the inquiry revealed a generally positive predisposition towards Facebook advertising vis-à-vis affective attitudes, which makes a noteworthy contribution to the limited social media research on hierarchy response theory in developing countries. This investigation should also assist companies and their brands to understand what makes Gen Y like and develop a preference for their products that are promoted on Facebook, as well as the impact of various usage and demographics variables, thereby abetting the development and implementation of more effective marketing communications on this vast digital interactive medium in South Africa.
Rodney G Duffett. Effect of Gen Y's Affective Attitudes Towards Facebook Marketing Communications in South Africa. The Electronic Journal of Information Systems in Developing Countries 2015, 68, 1 -27.
AMA StyleRodney G Duffett. Effect of Gen Y's Affective Attitudes Towards Facebook Marketing Communications in South Africa. The Electronic Journal of Information Systems in Developing Countries. 2015; 68 (1):1-27.
Chicago/Turabian StyleRodney G Duffett. 2015. "Effect of Gen Y's Affective Attitudes Towards Facebook Marketing Communications in South Africa." The Electronic Journal of Information Systems in Developing Countries 68, no. 1: 1-27.
Social media has irrevocably transformed the manner in which society communicates and has altered perceptions and attitudes. The proliferation of Facebook usage has connected consumers to each other, to marketers and to brands in a manner that is as inventive, and has altered the world as we know it. However, research on Facebook is still in its infancy in an emerging country such as South Africa. Generation Y is a significant consumer group and, consequently, their attitudes towards social media advertising are of significant importance to marketers. This has triggered the question whether the largest social medium’s marketing communications effectively reaches young adults in South Africa, and what influence it has on their cognitive attitudes, which leads to their buying behavior. The results suggest that Facebook advertising has a favorable effect on the awareness and knowledge hierarchy-of-effects model levels amongst Generation Y in South Africa. The research is beneficial to marketers who intend to make use of this powerful conduit to target this vacillating cohort.
Rodney Graeme Duffett. The influence of Facebook advertising on cognitive attitudes amid Generation Y. Electronic Commerce Research 2015, 15, 243 -267.
AMA StyleRodney Graeme Duffett. The influence of Facebook advertising on cognitive attitudes amid Generation Y. Electronic Commerce Research. 2015; 15 (2):243-267.
Chicago/Turabian StyleRodney Graeme Duffett. 2015. "The influence of Facebook advertising on cognitive attitudes amid Generation Y." Electronic Commerce Research 15, no. 2: 243-267.