The Use of Social Media for Personal Branding

by admin_ibc | Oct 15, 2024 | Marketing Management 24

Margaret Cullen, Andre Calitz and Aylin Botha Abstract Building and maintaining a personal brand is a critical differentiator for the proactive and professional members of society. Branding is a marketing tool, which helps form a mental representation of a product,...

Professional Springbok rugby players’ career transitional reality after retirement

by admin_ibc | Oct 15, 2024 | Marketing Management 24

A Strauss , S Strauss & JJ Prinsloo Abstract Rugby in South Africa provides entertainment and creates hope and the sharing of a common purpose among South Africans. The recent victory of the Springboks in the 2023 Rugby World Cup has proven again that the sport...

Reluctance of organisations to sponsor professional female sport in South Africa

by admin_ibc | Oct 15, 2024 | Marketing Management 24

Lean Vernon Schwartz, JJ Prinsloo Abstract This study investigates the reluctance of organisations to sponsor professional female sport in South Africa, with a specific focus on the four most popular female sport disciplines: rugby, cricket, soccer, and netball, as...

Evaluating the perceived marketing channel effectiveness used by marketing agencies for South African SMEs: Integrating digital and traditional methods

by admin_ibc | Oct 15, 2024 | Marketing Management 24

Greyling Leonie, Van Wyk Divan Abstract In the rapidly evolving marketing landscape of South African SMEs, this study examines the perceived effectiveness of marketing channels employed by agencies integrating digital and traditional methods. Digital marketing’s...

Increasing consumer uptake of shopping malls through utilitarian value, customer satisfaction, and behavioural intentions

by admin_ibc | Oct 15, 2024 | Marketing Management 24

Felix Amoah, Patrick Joel Turkson Abstract Informal traditional open-air market system dominates trading activities in Ghana. Shopping malls have emerged as an alternative, formalised, and competitive sector. The contribution of trading in shopping malls to Ghana’s...

FACEBOOK USER EXPERIENCE OF SOCIAL MEDIA MARKETING

by admin_ibc | Oct 15, 2024 | Marketing Management 24

Siphosethu Mgijima, Ayanda Pamella Deliwe, Arthur Peters Abstract Researchers have been focusing mostly on the strategic use of social media marketing instead of users’ experience. As a result, some social media users do not trust social media marketing as they feel...