Research Projects Faculty of Humanities

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Browsing Research Projects Faculty of Humanities by Subject "Advertising"

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    The perceived impact of social media advertising on the online purchasing intention of Telecommunication Consumers in Gauteng
    (The IIE, 2020) Joseph, Brogan Kairo
    With the digital age vastly progressing, many companies including the South African telecommunications company ‘Rain’ are utilising social media platforms such as Facebook and Instagram to advertise their products and services to obtain a greater target market and profit. The aim of this study understands the extent to how ‘Rain’ social media advertisements influence its consumers intention to purchase its products online. The study used the theory of planned behaviour to understand how consumers interpret and process the information in ‘Rains’ social media advertisements to understand the perceived impact it has on the consumers purchasing intention. Semi-structured interviews were conducted online with five participants (all of whom are Rain consumers). The responses were analysed using thematic analysis whereby six key themes were identified. It was found that other factors added to the perceived influences of online purchasing intention such as word-of-mouth and online safety and television advertisements seem to have a greater influence on the consumers purchasing intention than social media advertisements, differing from the previous literature. The results suggest that Rain’s social media advertisements is not a perceived influence of consumers online purchasing decisions as other forms of communication outweigh social media advertising.
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    The role of social media at Pegasus Steel South Africa, and the steel industry
    (The IIE, 2020) Hardy, Christine
    This research report is focused on the role of social media at Pegasus Steel, South Africa and the steel industry. The reasoning for this chosen topic is for the fact that there is a gap in the knowledge of what the role of social media is in the steel industry. It is important with the development in times that all businesses adapt to social media as a lot of companies are introducing it for the fact that it covers a wide range of audience for advertising purposes. The data collection method used was semi-structured interviews because it was best suited for qualitative data collection. The problem that the student encountered while doing the research was that the interviews were to take place during the Covid-19 outbreak. Thereafter, the student needed to change the way in which data was being collected. Therefore, the student’s approach was adapting to the change and using the online platform, Microsoft teams to do the interviews, as this is the channel that Pegasus Steel employees preferred most. The most significant findings were that the role of social media is of importance for predominately marketing and advertising.