{"title":"Readiness of transformation of the out-of-home advertising industry towards the 4th Industrial Revolution","authors":"Seleka Katlego, Letaba Petrus","doi":"10.5897/ajmm2023.0722","DOIUrl":"https://doi.org/10.5897/ajmm2023.0722","url":null,"abstract":"The shift to the 4 th Industrial Revolution (4IR) is said to have potential to increase productivity and improve the quality of life. In the context of the Out-of-Home (OOH) advertising industry, the 4IR era is characterised by using emerging technologies to provide targeted advertising. Without the shift, the industry runs the risk of losing out on revenue growth prospects that are brought about by the adoption of emerging technologies such as Internet of Things (IoT), big data, machine learning and advanced real imaging technology. The aim of the study was to investigate and highlight the main actors, state of play and constraints of the South African OOH industry in relation to the shift towards the 4IR era. Coupled with the use of a technology adoption model, a customised framework was developed on how a South African OOH advertising organisation could go about transitioning towards the 4IR. The successful outcome of the research project would increase the body of knowledge of 4IR transformation strategies in an industry in which limited research has been done. The theory covered applies not only to the OOH advertising industry but could be beneficial to other industries through its contribution to the technology adoption theory.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129769857","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Criticality of change leadership to business survival in a VUCA environment: A case study of Zimbabwe Stock Exchange-listed companies in the COVID-19-affected trading period of March - December 2020","authors":"Elton Mwinga, J. Mwenje","doi":"10.5897/ajmm2021.0686","DOIUrl":"https://doi.org/10.5897/ajmm2021.0686","url":null,"abstract":"This study evaluated the criticality of change leadership to business survival in a volatile, uncertain, complex, and ambiguous (VUCA) environment, focusing on Zimbabwe Stock Exchange (ZSE)-listed companies in the COVID-19-affected trading period of March to December 2020. As 21st-century VUCA environments are putting business survival under growing pressure, the study sought to verify how much change leadership could mitigate VUCA’s adverse impacts on viability. SPSS v.20 bivariate analysis was used to tes t the study’s alternative hypothesis and establish a correlation between the change leadership aspects of vision, understanding, clarity, and agility and business survival in a VUCA environment. Theoretical and empirical literature noted broad consensus on leadership’s importance for organizational change initiative success, especially in turbulent environments. A mixed-methods approach was used as the study was qualitative and quantitative. The study found that change leadership practice was common in ZSE companies during the studied COVID-19 period and most change and change leadership interventions were very feasible. It also found that the interventions were largely inevitable and significantly effective and that change leadership is crucial to business survival in a VUCA environment. Further, other factors besides change leadership were found significant for ZSE firms’ survival in the era. It was suggested that corporate sector resilience initiatives be established in order to empower local businesses to survive growing VUCA pressures, which could help to boost potential local and foreign corporate investor confidence. Further, creating inclusive business change leadership educational awareness forums and/or institutions can help to capacitate local businesses to survive inevitable future VUCA episodes.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129387772","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Edward Martey, Kingsford Adenutsi, George Dominic Kofi Mante, G. Siaw, Asabia Ruth Addo
{"title":"Sales promotion tools, customer emotions and consumer buying responses in Ghana","authors":"Edward Martey, Kingsford Adenutsi, George Dominic Kofi Mante, G. Siaw, Asabia Ruth Addo","doi":"10.5897/ajmm2020.0659","DOIUrl":"https://doi.org/10.5897/ajmm2020.0659","url":null,"abstract":"Sales promotion is used by various organizations to encourage buying response among their customers. Although it is an effective tool in marketing, few studies have been conducted on sales promotion on buying response using customer emotions as a mediating factor. To fill these gap, the study pursued the formation of a model that explains how sales promotion links to customers' emotions and buying responses in Ghana. The model was validated by conducting a survey with a convenience sampling technique on 664 customers. The data collected were processed using a structural equation modeling approach. The result shows that a bonus pack, coupons, sample, price discount, and rebate have a relation with customer buying response. All the tools have an indirect relationship with the customer buying response except for the bonus pack. Besides, there is a relationship between sales promotion tools and customer emotion, and customer emotions have a strong relationship with customer buying response. The study suggested that managers must create new value for their product to build an emotional connection with the product.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115238400","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Artificial Intelligence (AI) applications in on-line shopping in India","authors":"Begum Ersoy Ayse","doi":"10.5897/ajmm2021.0696","DOIUrl":"https://doi.org/10.5897/ajmm2021.0696","url":null,"abstract":"Retailing in India has attracted many global players and has reached nearly 350 Billion USD according to KPMG in 2010. While the retail environment is experiencing a significant growth, Indian consumer tastes and preferences are also changing rapidly forcing retailers to grow in numbers and formats. Technological advances and expansion of internet have also paved the way for electronic retail channels. India, as an emerging economy, offers substantial opportunities for e-retailers. In addition, Internet shopping offering more flexibility, interactivity, customization and low risk during the pandemic reached remarkable popularity in the country. Particularly since the outbreak of Covid-19, major on-line sellers have been attracting more and more customers. In the light of growing on line shopping, retailers have embraced a variety of technologies to engage their customers during their on-line shopping experience. Artificial intelligence is an area which clearly facilitates this for the retailers. In this study, the aim is to better understand how use of artificial intelligence tools during on-line shopping leads to customer satisfaction and loyalty. The intent is to provide recommendations on the most effective Artificial Intelligence tools to use for decision makers at companies and retailers. The scope of the study is artificial intelligence tools used in-on line retail in India.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"295 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121408688","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Aemro Worku, Haile Shitahun, Y. Mebrate, Adino Andaregie
{"title":"Assessing the attitude towards mobile marketing among university students","authors":"Aemro Worku, Haile Shitahun, Y. Mebrate, Adino Andaregie","doi":"10.5897/ajmm2019.0629","DOIUrl":"https://doi.org/10.5897/ajmm2019.0629","url":null,"abstract":"The study was initiated to assess the attitude towards mobile marketing among students of Bahir Dar University, Ethiopia. The objective of the study is to evaluate whether the university students have accepted Mobile/SMS advertising positively and to understand the issues students experienced and the thoughts they perceived from educational perspective considering different factors affecting their attitude towards Mobile/SMS advertising. Data were collected from 98 students using convenience sampling method. The major results of the study indicated students do not have a strong positive attitude towards mobile advertising and they believe that it has a negative factor on quality of education. The study recommended the mobile marketers to properly segment their customers in order to stop irrelevant messages being sent and ethio–telecom to start to apply permission-marketing in order to protect its customers from disturbance. \u0000 \u0000 \u0000 \u0000 Key words: Mobile advertising, mobile marketing, permission marketing, Bahir Dar University.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125476569","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Satisfaction and retention strategies for Nigerian Generation Y customers","authors":"Edmund Ehichioya Otaigbe, Christopher Beehner","doi":"10.5897/AJMM2019.0608","DOIUrl":"https://doi.org/10.5897/AJMM2019.0608","url":null,"abstract":"Firms in the service industry have experienced a 15 to 30% drop in customer satisfaction ratings estimated at $10 billion annually due to the unpredictable tendencies of Generation Y customers, also known as Millennials. Researchers project that the population size, spending power and inconsistent behavioral pattern of this generational cohort might determine how customers will relate to service providers in the future. The purpose of this multiple case study was to explore the customer satisfaction strategies business leaders use to retain Generation Y customers in Nigeria. The target population consisted of 3 business leaders from the service industry in Akwa Ibom State, Nigeria, who have successfully retained Generation Y customers. The theory of customer satisfaction management system served as the study’s conceptual framework. Data collection was through semistructured interviews and the company’s archived documents. Patterns were identified through data familiarization, data coding, and theme development and revision. Interpretations were subjected to methodological triangulation and member checking to ensure the trustworthiness of the findings. The themes that emerged from the study were: Positive brand image creation, social media as an enabler, and quality service and timely delivery. \u0000 \u0000 \u0000 \u0000 Key words: Generation Y, customer satisfaction, loyalty, retention, engagement, millennial.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130404499","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Customers satisfaction and brand loyalty at McDonalds Maroc","authors":"Aymar Raduzzi, J. Massey","doi":"10.5897/AJMM2019.0599","DOIUrl":"https://doi.org/10.5897/AJMM2019.0599","url":null,"abstract":"Customer satisfaction is paramount to businesses success. It has been researched in business and marketing since the 1970s. If customer satisfaction is achieved brand loyalty often results. Because of that, brand loyalty has also been heavily researched in the last few decades. The purpose of the current research was to determine the drivers of customer satisfaction and brand loyalty, as well as examining the relationship between the two. Our investigation examined the effects on the marketing mix (the 7 Ps, including price, promotion, place, etc.) on customer satisfaction and brand loyalty at McDonald’s restaurants in Morocco. A quantitative method was used in the study, with a survey research design. The results of the study indicate that the marketing mix does indeed influence customer satisfaction and brand loyalty. Implications of the findings are beneficial for both scholars and practitioners of marketing and business. \u0000 \u0000 \u0000 \u0000 Key words: McDonald’s, customer satisfaction, brand loyalty, fast food, Morocco, Africa.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"116 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128174402","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
B. Honfoga, Jeremie S. Ohanete, Charles D. Tevi, Christelle O. A. Sedegnan, Max-Regis Ogounchi
{"title":"Assessing food attributes and marketing services of private restaurants on the campus of University of Abomey-Calavi, Benin","authors":"B. Honfoga, Jeremie S. Ohanete, Charles D. Tevi, Christelle O. A. Sedegnan, Max-Regis Ogounchi","doi":"10.5897/AJMM2018.0588","DOIUrl":"https://doi.org/10.5897/AJMM2018.0588","url":null,"abstract":"In Benin Republic (West Africa), the public student restaurant of the University of Abomey-Calavi is being criticized for its irregular and poor service. Therefore, private restaurants have settled on the campus streets to fill the gap. Which food attributes and marketing services do students value most? How do those restaurants compare with the Agro Maquis reference restaurant, which presumably offers modern catering services? The study aims to reveal food marketing services, as critical drivers of food demand in a restaurant. Principal component analysis was carried out to identify types of private restaurants that have settled on the streets of the campus. This was done based on 13 marketing service attributes. The set of restaurants with the prevailing profile was tested for conformity with the reference one. 60% of the private restaurants comply well with cleanness and 70% with attractiveness/prettiness of the place. Also, 90% of the private restaurants addressed the time-saving need of consumers in a satisfactory manner and 60% were found efficient in terms of hygiene. Three main groups of restaurants were revealed. The one mostly represented is the one that takes into account: hygiene, seller and food presentation and packaging, guest care quality, diversity of services and service time. The conformity test shows that the dominant restaurants in the campus streets compare quite well with the Agro-maquis restaurant for most product attributes and marketing services. Outsourcing of catering service to qualified private restaurants in public universities should be implemented, based on track records of attractive marketing services. \u0000 \u0000 \u0000 \u0000 Key words: Food demand, food attributes, marketing services, private restaurants, students, Benin.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"12 6","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132815738","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The determinants and key challenges of financial inclusion in Niger: the case of Orange Money","authors":"Sawadogo Alain","doi":"10.5897/AJMM2018.0580","DOIUrl":"https://doi.org/10.5897/AJMM2018.0580","url":null,"abstract":"This work focuses on the mobile payments used in Africa, a means to help solve the financial inclusion problem on the continent. It builds on the unified theory of acceptance and use of technology (UTAUT). The results of the investigations on a sample of 238 subscribers of Orange Niger show that the facilitating conditions are as decisive as the development of solar batteries and smartphone democratization. Social influence, perceived usefulness and habits have little impact if not at all, and are consistent with the reality of the market. These results will enable telecom operators to refocus their deployment policies of the mobile payment service to enhance the financial inclusion. \u0000 \u0000 \u0000 \u0000 Key words: Financial inclusion, mobile payment, ICT adoption, UTAUT, Africa.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132397045","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Evaluating the impact of brand experiences on customer-based brand equity for tournament \u0000title sponsors","authors":"Pillay Pragasen, Sibiya Mxolisi","doi":"10.5897/ajmm2021.0685","DOIUrl":"https://doi.org/10.5897/ajmm2021.0685","url":null,"abstract":"The purpose of this study is to evaluate the impact of brand experiences on customer-based brand equity (CBBE) for title sponsors of short-term tournaments. Although prevalent in practice, the intersection of the variables under study has received limited academic probe, the study seeks to empirically illuminate the relationship. The study presents an adapted theoretical framework to interpret this relationship. The target population for the study were brands who title sponsor short-term tournaments in the Premier Soccer League (PSL), South Africa’s top-flight league. The PSL’s sponsorship income was estimated to be well over R300 Million in 2018, attracting more than 10 million unique spectators yearly. Non-probability sampling was used to select executive decision makers who represented the sponsor brands and in-depth interviews were conducted using structured questionnaire guides. The results show that brands have not fully utilized brand experiences beyond the selling and awareness objectives, and further show that brand experiences can be used as an intervening variable between sponsorship and CBBE to build stronger resonance. The adapted theoretical framework posited in this study proved as a conduit to interpret the relationship under study; however, future research further may empirically validate the framework. The study findings can assist sponsors who collectively spend more than R300 Million to better leverage sponsored properties to build lasting resonance. The generalizability of the findings is restricted due to the limited sample size.","PeriodicalId":270955,"journal":{"name":"African Journal of Marketing Management","volume":"42 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115931943","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}