A study of the identification and awareness level of students towards the Eastcape Midlands FET college brand
- Authors: Pienaar, Alicia Nicole
- Date: 2015
- Subjects: Branding (Marketing) -- South Africa , Education, Higher -- South Africa Corporate culture -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3125 , vital:20401
- Description: Since 1994, South Africa has been revamping its higher education system as part of a broader national reform movement aimed at overcoming the inequities and divisions caused by the now obsolete apartheid regime (Sedgwick, 2004). This treatise firstly describes and then explores if students identify themselves with the EMC corporate identity. Thereafter, it firstly explores and then describes the corporate identity awareness level of EMC students. An exploratory-descriptive research design was used. The researcher used two types of data. One was secondary data and the other one was primary data. The former were collected by means of an extensive review of the related literature. The latter were obtained by means of online questionnaires. The level of brand awareness among students is considered to be low. There is a need to improve the corporate identity awareness level of these strategic stakeholders for the future success of the college. This treatise concentrated on the parent brand (EMC). Furthermore, the sampling has been limited to students studying at EMC (Uitenhage campuses). It is important to explore the corporate brand awareness level of the students. It is also essential to discover if students identify themselves with the EMC brand.
- Full Text:
- Date Issued: 2015
- Authors: Pienaar, Alicia Nicole
- Date: 2015
- Subjects: Branding (Marketing) -- South Africa , Education, Higher -- South Africa Corporate culture -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/3125 , vital:20401
- Description: Since 1994, South Africa has been revamping its higher education system as part of a broader national reform movement aimed at overcoming the inequities and divisions caused by the now obsolete apartheid regime (Sedgwick, 2004). This treatise firstly describes and then explores if students identify themselves with the EMC corporate identity. Thereafter, it firstly explores and then describes the corporate identity awareness level of EMC students. An exploratory-descriptive research design was used. The researcher used two types of data. One was secondary data and the other one was primary data. The former were collected by means of an extensive review of the related literature. The latter were obtained by means of online questionnaires. The level of brand awareness among students is considered to be low. There is a need to improve the corporate identity awareness level of these strategic stakeholders for the future success of the college. This treatise concentrated on the parent brand (EMC). Furthermore, the sampling has been limited to students studying at EMC (Uitenhage campuses). It is important to explore the corporate brand awareness level of the students. It is also essential to discover if students identify themselves with the EMC brand.
- Full Text:
- Date Issued: 2015
An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks
- Authors: Gwatiringa, Tsitsi
- Date: 2015
- Subjects: Digital storytelling -- South Africa , Branding (Marketing) -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/7533 , vital:21799
- Description: Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
- Full Text:
- Date Issued: 2015
- Authors: Gwatiringa, Tsitsi
- Date: 2015
- Subjects: Digital storytelling -- South Africa , Branding (Marketing) -- South Africa , Social media -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: http://hdl.handle.net/10948/7533 , vital:21799
- Description: Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
- Full Text:
- Date Issued: 2015
An investigation of the use of social media news releases to create dialogue around brands
- Authors: Barnard, Marieka Helen
- Date: 2010
- Subjects: Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8389 , http://hdl.handle.net/10948/1264 , Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Description: This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.
- Full Text:
- Date Issued: 2010
- Authors: Barnard, Marieka Helen
- Date: 2010
- Subjects: Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8389 , http://hdl.handle.net/10948/1264 , Social marketing -- South Africa , Social media -- South Africa -- Marketing , Branding (Marketing) -- South Africa , Brand name products -- South Africa
- Description: This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.
- Full Text:
- Date Issued: 2010
- «
- ‹
- 1
- ›
- »