Research Reports: Vega School of Brand Leadership

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Browsing Research Reports: Vega School of Brand Leadership by Subject "Advertisements"

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    The influence of social media celebrity endorsements on Varsity College students.
    (The IIE, 2020) Hooper, Gina
    There is a limited understanding on the influence of social media celebrity endorsements, and their impact on student’s perceptions and overall buying behaviour, and that is the research and real-world problem that this study aimed to solve. According to Nirmala, Akila and Mahalaxmi (2017) celebrity endorsements are a popular method of persuading consumers as they act as influential icons that people look up to. This study can provide value for a range of different brands within the South African market. The theoretical framework upon which this study is based is McCracken's (1989) meaning transfer model. Qualitative questionnaires were utilised to conduct the research as they allowed the researcher to gather in-depth information on students' perceptions and experiences. Ten students were given the questionnaire and their responses assisted in answering the research questions and solving the research problem. The major key finding from the research is that social media celebrity endorsements are in fact an influential tool that is used to create awareness of the brand being advertised. Therefore it was found that social media celebrity endorsements have an overall positive influence on students attitudes, perceptions and buying behaviour.
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    Investigating the determinants behind advertisement-avoidance on social networking sites by Generation Z students in Durban, South Africa.
    (The IIE, 2020) Richards, Tamsin
    This study is a qualitative exploration of the factors that cause Generation Z individuals in Durban, South Africa, to avoid advertisements on social networking sites. Generation Z includes those born between 1996 and 2012 and delineates the most technologically advanced generation of individuals. Growing up surrounded by technology, these individuals have unprecedented capacities to avoid advertisements on social networking sites – which is problematic for marketers trying to target them. This study uncovered the determinants responsible for causing Generation Z to avoid advertisements on social networking sites, through the use of secondary research and a questionnaire – which allowed for an in-depth exploration of participants’ subjective determinants of advertisement-avoidance. It was concluded that goal impediment, scepticism, privacy concerns, advertisement clutter, pop-up, video- and engagement advertisements are relevant determinants that cause advertisement-avoidance among Generation Z. The reason that these determinants cause advertisement-avoidance is due to their great tendency to evoke negative emotions and perceptions among Generation Z individuals who engage with them. People’s attitudes towards advertisements are pivotal mediators in determining whether or not they engage with an advertisement – hence in determining an advertisement’s effectiveness. Recommendations have been made, in efforts to further reduce the gaps in this under researched phenomenon.
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    TOWARDS A NEW THEORETICAL FRAMEWORK OF MULTICULTURAL MARKETING IN SOUTH AFRICA: A Thematic Analysis of SABC 1 Prime Time
    (The IIE, 2019) Hathorn, Oliver
    Multicultural Marketing is not a well understood field in South Africa, despite being a highly diverse society. This study has established a new framework from which to understand multicultural marketing though an analysis of advertisements found on SABC 1 during peak viewing hours. Broad multicultural themes were established through reviewing the literature on the topic and a thematic analysis of the advertisements which aired on SABC was undertaken. The thematic analysis allowed the researcher to compare and contrast themes from the literature to themes which appeared in the adverting. It was found that multicultural elements exist heavily within the South African advertising communications, but it was other filmic elements which distinguished those which simply existed on the multicultural spectrum and the advertisements which were definitively multicultural. This resulted in the creation of the Multicultural Spectrum Model, in order to highlight fluidity of multicultural marketing and depart from the compartmentalised structure of international literature.