Influence of digital marketing activities on brand awareness in Zimbabwean polytechnics
- Authors: Bhebe, Bekimpilo
- Date: 2023-12
- Subjects: Internet marketing , Industrial marketing , Digital media , Brand name products Brand choice
- Language: English
- Type: Doctoral theses , text
- Identifier: http://hdl.handle.net/10948/65545 , vital:74186
- Description: The 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, 2023
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- Date Issued: 2023-12
Integration of digital media and pedagogy in the twenty first century classroom: a survey of selected high schools in Eastern Cape, South Africa
- Authors: Mhlomi, Yolisa
- Date: 2023-04
- Subjects: Teaching , Digital media , Classroom learning centers
- Language: English
- Type: Doctoral theses , text
- Identifier: http://hdl.handle.net/10353/27369 , vital:66952
- Description: The essence of this thesis was to study the effectiveness of integrating digital media technologies within the pedagogical approaches adopted and implemented in private and public high schools in a comparative manner. The study looked closely at private and public high schools of the Eastern Cape Province, to study the gaps of accessibility to technology by schools. The study identified the Eastern Cape Province as having a problem of poor performance in matric results at the end of each year as compared to other South African provinces. In order to select the relevant sample for the study, the researcher has utilized two secondary schools private and public in Makhanda Grahamstown and one public secondary school in Alice. The pragmatic paradigm was used to inform the study and used the mixed methods approach to data collection. The researcher distributed closed ended questionnaires to the learners in the three selected secondary schools and semi-structured interviews for the principals of the schools. The key findings reveal that the digital media tools are used for the teaching and learning purposes as well as communication to the schools’ stakeholders. The findings also revealed that various online platforms are utilized for teaching and sharing of information. For example, D6 and Ibambisa School Communicator app, WhatsApp groups for learners, Facebook, Instagram and School website for potential stakeholders. Hence, the results of this study should contribute to the field of ICTs and education in the country to solve the problems facing the teaching and learning systems of private and public schools of the Eastern Cape. Most schools (especially the public) do not have access to digital media tools in their classrooms. Thus, they still depend heavily on the textbooks, which may be outdated or not enough for all learners. In response to the issues faced by the Eastern Cape secondary schools and the findings, the researcher has suggested a model named the Digital Media and Pedagogy Integration DMPI Model of Communication. This model will contribute to the body of knowledge by providing advice to the Department of Basic Education on how teachers and learners can utilize digital media tools effectively. Also, the study has recommended that there is a need for provision of computer literacy training for teachers in secondary schools in this digital age. , Thesis (PhD) -- Faculty of Social Sciences and Humanities, 2023
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- Date Issued: 2023-04
Restoring democratic governance in Zimbabwe: a critical investigation of the internet as a possible means of creating new sites of struggle for positive democratic change by Zimbabwean media and activists in Zimbabwe
- Authors: Vennard, Francisca Caroline
- Date: 2002
- Subjects: Zimbabwe -- Politics and government -- 1980- , Internet in publicity , Press and politics -- Zimbabwe , Freedom of the press -- Zimbabwe , Digital media
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:2837 , http://hdl.handle.net/10962/d1003047 , Zimbabwe -- Politics and government -- 1980- , Internet in publicity , Press and politics -- Zimbabwe , Freedom of the press -- Zimbabwe , Digital media
- Description: This thesis is a reaction to the state of utter lawlessness and the abuse of human rights by those in power in Zimbabwe over the past two years and it investigates the possibility of restoring democratic governance in that country by increasing the freedom of expression and media freedom, which is considered to be one of the most valuable elements in advancing democratization. Its aim is to establish the Internet as the best means possible to increasing media freedom and creating new ‘sites of struggle’ for activists in a context where the substantive freedom of expression does not exist. This in turn is shown to advance levels of democracy. To this end, the value of the freedom of expression to media freedom and the value of the latter to increasing levels of democracy is developed and the lack of democracy in Zimbabwe at all levels of society is considered. The Internet is seen to increase the freedoms of speech and association in new and interesting ways and it is discussed in various examples in which it has already been instrumental in evading the censorship of the media and increasing the ability of activists to express themselves freely and to organize more efficiently. Finally, the resources that Internet technology makes available to African journalists and activists are considered along with lessons gleaned from international examples of successful Internet use and it is shown to already be of use to Zimbabwean journalists and activists as they create to new cyberspaces in which they can struggle for positive democratic change in Zimbabwe. The Internet is also shown to have tremendous potential for future use in that country.
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- Date Issued: 2002
An informed community's perception of the impact of digital technology on the credibility of news photography
- Authors: Làzaro, Angelique Maria
- Date: 2000
- Subjects: Photojournalism -- Moral and ethical aspects , Digital media , Photojournalists , Photography -- Digital techniques
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3451 , http://hdl.handle.net/10962/d1002905 , Photojournalism -- Moral and ethical aspects , Digital media , Photojournalists , Photography -- Digital techniques
- Description: South African photojournalists’ perception of digital technology’s impact on the credibility of news photographs is investigated in this study. Digital technology has the capabilities to produce “manipulated” photographs that appear realistic and credible. Credibility is dependent on a variety of factors including codes of realism and codes of production, which fit conventional codes of photographic representation. Manipulation is the act of deviating from accepted codes of photographic representation that may jeopardise the credibility of news photography. This thesis proposes a new theoretical framework that encompasses existing theories of semiotics, ideology, naturalism, realism and credibility. These theories underpin the definitions and discussion on manipulation and credibility. A descriptive survey is used which attempts to discover photojournalists’ views towards credibility. This research draws on qualitative research methods using a largely qualitative questionnaire, which generates both qualitative and quantitative data. The questions are formulated around two case studies of digitally manipulated photographs. The trends and responses in the research data are connected and discussed. The findings of this study are discussed in terms of credibility, awareness of the digital changes, the reason for the changes, the role of a caption, deletion techniques and background changes. The empirical situation is analysed in relation to the theoretical discussions and this study’s theorisation of photographic representation.
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- Date Issued: 2000
The Factors Influencing the Behavioural Intention of Overweight Adults to Use Wearable Devices for Sustained Health Monitoring
- Authors: Ogundele , Oluwaseyi Caleb
- Date: 20xx
- Subjects: Digital media
- Language: English
- Type: Thesis , Masters , MCom (Information Systems)
- Identifier: http://hdl.handle.net/10353/13903 , vital:39725
- Description: The volume of wearable devices that can be used for sustained health monitoring purposes is continuously growing within the healthcare sector. These devices allow users to track their own activity levels in real time. However, there are factors that may inhibit the behavioural intention to sustain the use of wearable devices for health monitoring in the long term by overweight adults. These factors include privacy concerns, costs of obtaining wearable devices, theft, frequent charging and short battery life of wearable devices and bulkiness of some wearable devices. It is against this backdrop that this study examined the factors influencing the behavioural intention of overweight adults in South Africa to make use of wearable devices for sustained health monitoring. This research made use of the Expectation Confirmation Model (ECM) as the theoretical foundation of the study. In achieving the aim of this study, a qualitative research approach was used. The purposive sampling technique was selected to identify twenty (20) overweight adults (aged 18-59 years) who are using wearable devices in East London, South Africa. Interviews were conducted with the twenty participants to identify the factors that will influence their behavioural intention to make use of wearable devices to monitor their health. Through thematic analysis, data provided by participants was grouped and summarised into relevant themes to answer the main research question. The study developed a framework that identifies the factors influencing behavioural intention of overweight adults to continue using wearable devices for sustained health monitoring. The factors that were identified include confirmation, perceived usefulness and satisfaction of wearable devices for sustained health monitoring. The realisation of weight loss, monitoring of daily activities and calories through the use of wearable devices was found to positively influence the behavioural intention of the users of wearable devices to continue their usage. However, the major factors that may inhibit the continuous usage of wearable devices for sustained health monitoring are privacy concerns, costs of obtaining wearable devices, theft, frequent charging and short battery life of wearable devices and bulkiness of some wearable devices. Based on the findings, the study recommended the following: (1) the wearable device manufacturers should assure the users of their privacy and confidentiality by providing the needed ii | P a g e interfaces for this purpose; (2) the manufacturers of wearable devices should make the devices less bulky so that they can be more portable; (3) South African government should provide security operatives in isolated areas where people are not feeling secure; (4) the manufacturers of wearable devices make the purchase prices of wearable devices more affordable, especially for low income people; and (5) the manufacturers of wearable devices should improve on battery life and quality of wearable devices so that the devices are more time efficient and require less charging of the devices.
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- Date Issued: 20xx
A comparison of the views of South African and American photojournalists to the digital manipulation of news photographs
- Authors: Cass, Taryn May
- Date: 1999
- Subjects: Photojournalists , Photojournalism , Digital media -- Management , Photography -- Digital techniques , Digital media , Photojournalism -- Moral and ethical aspects
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:3420 , http://hdl.handle.net/10962/d1002873 , Photojournalists , Photojournalism , Digital media -- Management , Photography -- Digital techniques , Digital media , Photojournalism -- Moral and ethical aspects
- Description: Digital technology has now become pervasive at most publications in South Africa and in America. Pictures are routinely digitised by publications for ease of handling in the layout process, and this makes it relatively easy to alter or manipulate the pictures using computer software programmes. This thesis attempts to gauge the views of South African photojournalists about the digital manipulation of news photographs, and compare these to the views of American photojournalists. It is based on the hypothesis that South African and American photojournalists have different views of what is acceptable manipulation of news photographs, and that their reasons for this will also be different. This thesis also suggests that the manipulation of news photographs is ethically problematic and can damage the credibility of both the photojournalist and the publication in which the photographs appear. The study involves a comparison of the results from a questionnaire given to South African photojournalists and a similar questionnaire given to American photojournalists. The questionnaires were then supplemented by interviews with six South African photojournalists. The thesis then draws conclusions from the responses to the questionnaires and interviews. These conclusions partially support the initial hypothesis, in that there are some differences between the views of South African and American photojournalists, but, on the whole, these are remarkably similar. Photojournalists do seem to find the manipulation of news photographs to be ethically problematic, but they may find the manipulation of other kinds of images (eg fashion or soft news) to be acceptable. South African photographers also find the manipulation of images by other means (eg different lenses or darkroom techniques) to be more acceptable than Americans do. Although the underlying reasons for these views may differ, maintaining the credibility of the photographer and the publication does seem to be the major issue for avoiding digital manipulation. South African photographers seemed to think that if the photographer had done his or her job well, there would be no need for manipulation, and both groups (but especially the Americans) felt that manipulation could often be equated to lying to the reader, and that this might damage their reputation, and that of their publications.
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- Date Issued: 1999