Social media and brand image: a longitudinal study of Eastern Cape universities
- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
- Full Text:
- Date Issued: 2020
- Authors: Mnqeta, Lusanda
- Date: 2020
- Subjects: Multivariate analysis -- Graphic methods , Branding (Marketing) -- South Africa , Chernoff faces , Social media -- South Africa , Universities and colleges -- South Africa -- Marketing , Universities and colleges -- South Africa -- Marketing -- Case studies
- Language: English
- Type: text , Thesis , Masters , MBA
- Identifier: http://hdl.handle.net/10962/143959 , vital:38298
- Description: It is important for Higher Education Institutions to have marketing strategies that focus on understanding the customer needs in the 21st century. The rapid growth of the internet and the Web 2.0 have led individuals and organisations into applying social media as a branding and communication tool. Hence this study focused on comparing the influence of social media on four Eastern Cape universities in relation to social media metrics and visually demonstrated through the computer-generated human face, the Chernoff faces. Using diary and literature study, the study adopted a case study research design. The researcher sampled four universities using a purposeful sampling technique. Chernoff faces were used to enhance the ability of the reader to immediately understand significant occurrences based on social media metric indicators. To demonstrate multivariate data, the faces brought an original method of expressing complex data as opposed to traditional methods. The study found that Brand management and Resource-Based Theory (RBT) plays a pivotal role in social media marketing as this can lead to organisations having a competitive advantage. The study recommended that strategies to utilise social media as a resource should be put in place to lead to competitive advantage, as suggested by the Resource-based theory. The study concluded that various social media factors can influence the brand image of universities, positively (going to buy) and negatively (never going to buy). Both positive and negative purchase intent are found to be an influential indicator on the brand as they are affected by customer satisfaction.
- Full Text:
- Date Issued: 2020
Sexual attraction and mating compatibility between Thaumatotibia leucotreta populations and implications for semiochemical dependent technologies
- Authors: Upfold, Jennifer Kate
- Date: 2020
- Subjects: Cryptophlebia leucotreta -- South Africa , Cryptophlebia leucotreta -- Reproduction , Citrus -- Disease and pests -- Control -- South Africa , Insect sterilization -- South Africa , Pheromones , Pheromone traps
- Language: English
- Type: text , Thesis , Masters , MSc
- Identifier: http://hdl.handle.net/10962/148526 , vital:38747
- Description: False codling moth (FCM), Thaumatotibia leucotreta (Meyrick), is the most important pest for the cultivation of citrus in South Africa. False codling moth is indigenous to southern Africa and is a regulated pest of many international markets for phytosanitary concerns. Considerable research efforts have been invested in the past decades to develop semiochemcial technologies, such as monitoring with sex pheromones, attract-and-kill, mating disruption and the sterile insect technique. One of the potential obstacles identified with semiochemical control is the differences in the ratio of the compounds comprising the sex pheromone at different geographical locations, resulting in what is known as regional attraction. This has been identified in FCM populations from three different countries, however, regional attraction within South African FCM populations was unknown. Therefore, the study assessed the genetic integrity of five laboratory-reared FCM populations originating from geographically isolated populations in South Africa using the AFLP technique in order to assess regional attractiveness within the country. The results found isolated populations from Addo, Citrusdal, Marble Hall, Nelspruit and a fifth group found to be closely related to Addo and Citrusdal called the ‘Old’ colony. These five genetically isolated populations as well as a population from Xsit (Pty) Ltd, used for the sterile insect technique (SIT), were used in regional attractiveness trials. Males were significantly (P = <0.05) more attracted to females originating from the same population. No significant attraction could be determined from the sterile males, as the recapture rates in the trap were too low. Furthermore, regional attractiveness was assessed through choice/ no-choice mating compatibility trials. Significant sexual isolation (ISI) occurred between mating combinations Addo × Nelspruit (ISI = 0,13; t2 = 6.23; p = 0.02), Addo × Marble Hall (ISI = 0,11; t2 = 4.72; p = 0.04), Citrusdal × Nelspruit (ISI = 0,11; t2 = 4.95; p = 0.04), and Citrusdal × Marble Hall (ISI = 0,12; t2 = 4.31; p = 0.04). In these combinations, Addo and Citrusdal males were found to have outcompeted Nelspruit and Marble Hall males for more mating events. Significant sexual isolation was also recorded for Sterile × Marble Hall (ISI = 0.12; t2 = 4.98; p =0.01) and Sterile × Citrusdal (ISI = 0.13; t2 = 3.96; p = 0.01) populations. The male relative performance index was significant in both combinations, indicating that non-sterile laboratory males outcompeted the sterile males in these two combinations. When given no choice, evaluated as spermatophore transfer/ female/ 48h, all males (including sterile) were successful in transferring spermatophores to all FCM populations, with no significant differences. These results indicate that there may be incipient pre-isolation mechanisms affected by local natural selection, resulting in localised sexual attraction via differences in the sex pheromone ratios. These findings provide important information for semiochemical technologies and the implication of these results with regard to monitoring with sex pheromones, attract-and-kill, mating disruption and sterile insect technique are discussed.
- Full Text:
- Date Issued: 2020
- Authors: Upfold, Jennifer Kate
- Date: 2020
- Subjects: Cryptophlebia leucotreta -- South Africa , Cryptophlebia leucotreta -- Reproduction , Citrus -- Disease and pests -- Control -- South Africa , Insect sterilization -- South Africa , Pheromones , Pheromone traps
- Language: English
- Type: text , Thesis , Masters , MSc
- Identifier: http://hdl.handle.net/10962/148526 , vital:38747
- Description: False codling moth (FCM), Thaumatotibia leucotreta (Meyrick), is the most important pest for the cultivation of citrus in South Africa. False codling moth is indigenous to southern Africa and is a regulated pest of many international markets for phytosanitary concerns. Considerable research efforts have been invested in the past decades to develop semiochemcial technologies, such as monitoring with sex pheromones, attract-and-kill, mating disruption and the sterile insect technique. One of the potential obstacles identified with semiochemical control is the differences in the ratio of the compounds comprising the sex pheromone at different geographical locations, resulting in what is known as regional attraction. This has been identified in FCM populations from three different countries, however, regional attraction within South African FCM populations was unknown. Therefore, the study assessed the genetic integrity of five laboratory-reared FCM populations originating from geographically isolated populations in South Africa using the AFLP technique in order to assess regional attractiveness within the country. The results found isolated populations from Addo, Citrusdal, Marble Hall, Nelspruit and a fifth group found to be closely related to Addo and Citrusdal called the ‘Old’ colony. These five genetically isolated populations as well as a population from Xsit (Pty) Ltd, used for the sterile insect technique (SIT), were used in regional attractiveness trials. Males were significantly (P = <0.05) more attracted to females originating from the same population. No significant attraction could be determined from the sterile males, as the recapture rates in the trap were too low. Furthermore, regional attractiveness was assessed through choice/ no-choice mating compatibility trials. Significant sexual isolation (ISI) occurred between mating combinations Addo × Nelspruit (ISI = 0,13; t2 = 6.23; p = 0.02), Addo × Marble Hall (ISI = 0,11; t2 = 4.72; p = 0.04), Citrusdal × Nelspruit (ISI = 0,11; t2 = 4.95; p = 0.04), and Citrusdal × Marble Hall (ISI = 0,12; t2 = 4.31; p = 0.04). In these combinations, Addo and Citrusdal males were found to have outcompeted Nelspruit and Marble Hall males for more mating events. Significant sexual isolation was also recorded for Sterile × Marble Hall (ISI = 0.12; t2 = 4.98; p =0.01) and Sterile × Citrusdal (ISI = 0.13; t2 = 3.96; p = 0.01) populations. The male relative performance index was significant in both combinations, indicating that non-sterile laboratory males outcompeted the sterile males in these two combinations. When given no choice, evaluated as spermatophore transfer/ female/ 48h, all males (including sterile) were successful in transferring spermatophores to all FCM populations, with no significant differences. These results indicate that there may be incipient pre-isolation mechanisms affected by local natural selection, resulting in localised sexual attraction via differences in the sex pheromone ratios. These findings provide important information for semiochemical technologies and the implication of these results with regard to monitoring with sex pheromones, attract-and-kill, mating disruption and sterile insect technique are discussed.
- Full Text:
- Date Issued: 2020
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