Influence of digital marketing activities on brand awareness in Zimbabwean polytechnics

Bhebe, Bekimpilo

Title: Influence of digital marketing activities on brand awareness in Zimbabwean polytechnics
Creator: Bhebe, Bekimpilo
Subject: Internet marketing
Subject: Industrial marketing
Subject: Digital media
Subject: Brand name products Brand choice
Date Issued: 2023-12
Date: 2023-12
Type: Doctoral theses
Type: text
Identifier: http://hdl.handle.net/10948/65545
Identifier: 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.
Description: Thesis (PhD) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2023
Format: computer
Format: online resource
Format: application/pdf
Format: 1 online resource (xxviii, 400 pages)
Format: pdf
Publisher: Nelson Mandela University
Publisher: Faculty of Business and Economic Sciences
Language: English
Rights: Nelson Mandela University
Rights: All Rights Reserved
Rights: Open Access

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