Steven Mbeya, Thabang Excellent Mofokeng

Abstract
E-retailers continue to introduce the use of Bitcoin cryptocurrency for e-commerce purchases. They require understanding the factors influencing consumers’ behavioural intentions to adopt Bitcoin cryptocurrency. This paper makes a new contribution to the study area that entails Venkatesh et al. (2012) extended UTAUT measuring the additional three contextual variables – hedonic motivation (HM), price value (PV) and habit, thus creating the UTAUT2 model. Further, the moderating effect of social influence was tested in the theoretical framework. An online survey recruited a convenient sample of 200 consumers of online retailers in South Africa. Upon processing data into AMOS 28 for Structural Equation Modeling (SEM), the results show that hedonic motivation (HM) and habit (H) have a significant positive impact on consumers’ behavioural intentions to use Bitcoin for e-commerce. Surprisingly, price value (PV) did not significantly impact behavioural intentions to use Bitcoin for e-commerce. Nevertheless, the effects of hedonic motivation and habit on the behavioural intentions of Bitcoin users were not significantly moderated by social influence as was expected. The study offers theoretical and practical implications for understanding consumers’ behavioural intentions to use Bitcoin cryptocurrency in the e-commerce industry.

B.P. Jele, J.J. Prinsloo & T. Tebejane

Abstract
Electricity is one of the contributions that has impacted the lives of everyone in the country. It is an essential part of modern technology; however, the inconsistency of electricity supply becomes a challenge to consumers and the country. It is, therefore, essential to ensure that electricity is always provided consistently in all parts of the country.
The research study specifically focused on two geographical areas of the north west province, Brits and Maboloka, and a qualitative approach was used to examine the unavailability of electricity in these two areas.
Based on the outcome of the study, the following themes emerged:
•To upgrade its infrastructure, specifically the old power stations, to improve the electricity supply.
•Consider partnering with private service providers to supplement its power supply. In so doing, Eskom should consider opening up to other players with the financial capacity to contribute to power generation.
•Provision of training to personnel to better run the entity’s affairs to minimize disruptions.

John Nhari, Teresa Carmichael

Abstract
This research is a qualitative exploration of dynamic capabilities’ influence on competitive advantage in the pharmaceutical manufacturing sector in an emerging market with hyperinflation. The rising global demand for effective healthcare systems, particularly in developing countries, makes it necessary to enquire about the competitiveness of pharmaceutical manufacturers who deliver essential medicines to the nation. An interpretive research paradigm was adopted to explore utilising dynamic capabilities for competitive advantage in pharmaceutical firms. Data were collected via semi-structured interviews with a purposively selected sample of twelve industry experts and then thematically analysed.
The research revealed that the alignment of dynamic capabilities to competitive advantage is not a straitjacket but is regulated by the financial, regulatory, and market environments and hyperinflation. In these environments reside the individual deterrence of dynamic capabilities, leading to ineffective seizing of opportunities despite firms being able to sense and regenerate their capabilities. Industry recommendations are to prioritise resource allocations towards seizing opportunities while mindful of dynamic capability retardants hindering their efforts, for future researchers to focus on the weighted contribution of each capability to determine those giving greater competitive advantage returns, and to the government to introduce quotas and rebates for public medicine manufacturing.

Neo Ligaraba, Andrew Cawood, R. J. Liebenberg, Pinkie Segodi

Abstract
Insurance plays a major role in the financial domain; it has a massive contribution to the economy and is essential for society. The study investigates the personal, social and marketing factors that influence purchase intention of cell phone insurance. Drawing upon the psychoanalytic theory and the theory of planned behaviour, the following constructs have been identified for the study: fear of missing out (FOMO), price, risk, parental influence, peer influence, product quality, information, advertising, reliability and purchase intention. Survey data gathered from 251 young adults was analysed using the Statistical Package for Social Sciences (SPSS) to test the research hypotheses in a structural equation model. The empirical findings revealed that FOMO, peer influence, and reliability have a positive influence on purchase intention of cell phone insurance. It can be concluded that the study provides insurance marketers with insightful information into how cell phone insurance products can be modified and marketed. Further research is recommended to evaluate the building steps in detail, leading up to the actual understanding of cell phone insurance products to the consumer.

Philile Thusi

Abstract
The COVID-19 vaccine has completely altered individuals’ lives financially and mentally. The emergence of the global COVID-19 pandemic encouraged the entrance of COVID-19 vaccines into the South African market. Hence, this study aims to examine the role of mobile marketing in promoting acceptance and overcoming hesitancy towards the COVID-19 vaccine in South Africa through the lens of innovation resistance theory. A total of 424 responses were obtained from South African consumers. Quantitative research was the chosen research method, with a questionnaire as a data collection tool. The questionnaires were distributed online via Google Forms, which were processed and analysed using SPSS and structural equation modelling.
The study demonstrated that perceived risk and mobile marketing have positive significant relationships with innovation resistance, while trust has a negative influence on innovation resistance. The study’s findings are significant to the healthcare industry in South Africa and can be used as the basis to develop strategies to promote vaccines and overcome resistance.

Re-an Müller, Chantel Muller

Abstract
Smart wearable devices enable consumers to monitor their health and activity levels. They can track blood-oxygen levels, temperature, and heart rate data, gaining further significance during and after the Covid-19 pandemic. The rising popularity of these devices has led to intensified competition among smart wearable brands, necessitating strategic differentiation.
South Africa is a prominent market for smart wearable brands. Brand equity perceptions can be a key differentiating factor in this competitive landscape. There is limited academic research regarding the brand equity of smart wearable brands, particularly in the South African context. This study aims to validate a consumer-based brand equity model for smart wearable devices among South African consumers. Data were collected from 487 South African respondents aged 18-56 using a computer-administered online survey guided by a descriptive research design.
The findings have several theoretical and managerial implications. This study was the first to validate a smart wearable brand equity model comprising the four specific consumer-based brand equity factors: brand awareness, brand associations, quality perceptions and brand loyalty. These results enable smart wearable brands to rethink and optimise their branding strategy and identify areas of improvement to boost their consumer-based brand equity in South Africa and beyond.

Melainey Mpofu, Geoffrey Bick, Teresa Carmichael

Abstract
The mass adoption of the internet and the leaps in technology over the past three decades have required marketers to adapt and respond to the developments in interacting with customers through digital marketing. Because of this rapidly changing environment, this study aimed to determine what constitutes Content Marketing (CM) best practices in the digital age as perceived by South African marketing professionals.
A qualitative approach consisting of in-depth semi-structured interviews with a purposive sample of twenty industry experts in the field of content marketing in South Africa was taken. The data were content analysed to identify the main themes as they aligned with the B.E.S.T. framework for CM practices.
The findings identified that the best practices were initiating behavioural responses, delivering essential content, incorporating a strategic approach to CM, formulating targeted content, and ensuring the measurability of CM. In addition, CM tactics employed by marketing professionals were highlighted, and the critical factors for successful CM were determined. Practical insights are offered for further development of CM in a South African context.
The application of Social Exchange Theory was pertinent in emphasising how content marketing can be utilised to engage consumers and trigger socially relevant responses.

Costa Synodinos, Danelle Fourie

Abstract
In recent years, the beauty industry has witnessed a notable shift driven by the increasing environmental consciousness among consumers, impacting their purchase decisions for beauty products. Consumers now seek products that not only enhance their appearance but also align with their values of environmental responsibility and sustainability. Establishing a trustworthy brand is crucial for the success of green beauty products in this changing landscape. The specific problem addressed in this study is the extent to which factors such as materialism, self-enhancement, self-transcendence and attitude towards beauty products influence purchase intentions in the South African context. To investigate this, a descriptive research design employing a single cross-sectional sampling approach was employed. Research company IPSOS was enlisted to gather responses from 500 consumers.
The results of the study reveal that materialism and self-transcendence have a significantly positive influence on attitude. Furthermore, attitude displayed a significant positive influence towards South African consumers’ purchase intention of green beauty products. Interestingly, self-enhancement showed a negative influence towards attitudes toward green beauty products. Consequently, strategies should be directed towards showcasing the aesthetic value of green beauty products as well as creating positive attitudinal perceptions in order to promote purchase intention. By doing this, organisations can achieve higher customer sales and grow their customer base.

Adele Berndt, Sumari Tesnear

Abstract
Extensive research into CVPs has been conducted in industries but in the case of the leisure and retirement context, research has been limited to the perceptions of CVP by retirees purchasing retirement housing. Similarly, in the past decade, the retirement village accommodation market has been flourishing. Therefore, the purpose of this paper was to explore the customer value propositions of retirement accommodation in South Africa, and specific value-delivering dimensions offered by the retirement facilities to retirees during their later life. This research was approached from an interpretivist paradigm. Due to the study’s exploratory nature, text-based data were collected from a senior citizens accommodation website providing information on retirement accommodation. Use was made of a combination of quantitative and qualitative content analysis to interpret the text on these websites.
The propositions contain specific aspects (e.g., medical and security services, leisure services) which are deemed to be of relevance to a specific target group. It is important that the CVP reflect the values and preferences of customers, requiring facility management to have a clear understanding of retirees’ needs. Not satisfying these needs can result in negative word-of-mouth and dissatisfaction among the residents.

Edward Gillmore, Adele Berndt, Nobukhosi Dlodlo, Elmarie Strydom

Abstract
In higher education settings, teaching usually encourages the interactions of different intelligences in two ways: within the student and across students. This misses the market actor contribution (industry) that have awareness of current demands of intelligences to interact with students. Be that as it may, an overall gap exists between the skills expressed by employers in South Africa and the expression of interest of employers for any form of graduate intelligence. The purpose of the study is to draw from Howard Gardner’s Multiple Intelligence (MI) Theory (Gardner, 1993) to understand the relationship between the acquisition of traditional skills and professional attributes, including how this can facilitate the inception of an intelligence-set framework relevant for Marketing graduates. An inductive approach was followed. Data were collected from two leading online recruitment sites that advertise marketing jobs across South Africa. Job announcements were analysed by applying qualitative content analysis, using NVivo. The themes identified are intellectual intelligence, emotional intelligence, social intelligence and communication intelligence. Listening, interpersonal and communication skills have the highest influence on the employability of marketing graduates. For the best result for employers, it is recommended that recruitment of marketing graduates makes clearer specifications between traditional skills and intelligences that they require. Furthermore, the skill and intelligences gaps identified in this study may help business schools to revise and improve the curriculum of specialised marketing programs to be aligned with the needs of the marketing industry.

Chantel Muller, Anita Lennox

Abstract
The eSports market is expected to generate $1.87 billion in global revenue for 2023 and was recognised as an official Olympic-level sport in the same year. This market will likely expand even further given the rapid growth of physical eSports, which includes, among others, virtual cycling, dancing and taekwondo – electronic sports requiring physical bodily movement from the user to play a virtual game. Despite this imminent success, there is a dearth of research investigating this topic, specifically consumers’ perceptions and behaviour. As a departure point, this study was the first to clarify the concept of physical eSports, provide insights into South African consumers’ perceptions and validated a perceptual framework to predict adoption intentions. A descriptive research design and cross-sectional approach were followed, where a purposive non-probability sample was targeted. Data were collected via a computer-administered survey and the reported sample comprised 474 general South African adult consumers aged 18 to 56. Statistical analyses, executed using SPSS and AMOS V28, included descriptive statistics, significant tests, reliability and validity analyses and confirmatory factor analysis via a structural equation model. Academics, physical eSports software and equipment developers, resellers and marketing professionals can use this tool to understand consumers’ perceptions and possibly predict future adoption behaviour based on awareness, permanence, facilitating conditions, attitude and participation intentions. Subsequent implications and recommendations were provided.

Daniel K Maduku

Abstract
Governmental and other institutions interested in promoting a saving culture among consumers to meet their long-term financial needs should prioritise encouraging budget-related activities. Promoting consumer wisdom could be an effective approach to promote budgeting-related efforts, as it has been linked to positive market-related behaviours such as ethical consumer behaviour, voluntary simplicity, and socially responsible purchasing. However, existing research has not explored the relationship between consumer wisdom and budgeting-related efforts. To address this gap, this study examines how the dimensions of consumer wisdom predict efforts towards responsible budgeting. Using a quantitative methodology, data was collected through a survey administered to 567 South African consumers.
The measurement quality was validated, and hypotheses were tested using partial least squares structural equation modelling. The findings indicate that consumers who prioritise responsibility and purpose, exhibit high reasoning skills, and maintain a broader perspective are more likely to engage in effective budgeting practices. This study highlights the importance of promoting consumer wisdom to encourage responsible budgeting and provides insights for policymakers and institutions aiming to foster budgeting and saving culture among consumers.

Chuma Diniso

Abstract
The African National Congress (ANC) brand has been in existence since 1912 and continues to be dominant in the South African political landscape. The party has won national elections since the country’s first democratic elections were held in 1994. However, in the last elections which took place in 2019, the party dipped under 60% for first time since 1994 and won the elections by 57.50%. Considering this decline and the fact that the ANC is competing with other political parties, this study aimed to evaluate the value of the ANC brand and identify factors that could be attributed to this drop in votes.
A narrative review method was adopted and twenty-two articles sourced from Google Scholar were analysed to determine the state of the ANC brand. The study revealed that the ANC brand is affected negatively by factors such as unemployment, poverty, inequality, protests and riots, unequal distribution of land among citizens, crime, inadequate housing, corruption and looting, unethical and immoral leaders, trust deficit, factional fights, and diminishing loyalty among the youth. This study provides a conceptual framework for political parties in general to grow and preserve their brand value among the voters.

Isolde Lubbe

Abstract
Electronic word of mouth (eWOM) is the digital heartbeat of online shopping, influencing consumer decisions based on shared experiences. This investigation evaluated the effect of eWOM on eReputation in the realm of mobile application-based shopping. It incorporated key marketing frameworks: relationship marketing, Social Exchange Theory (SET), and co-creation theory. The collected data highlighted the interplay between eWOM constructs and eReputation, and the moderating effect of review helpfulness on the relationship between valence and eReputation.
A total of 594 usable responses were analysed by using exploratory factor analysis and multiple regression analysis to predict the relationships between the eWOM independent variables and eReputation as the dependent variable. Valence had the strongest effect on eReputation, followed by content quality, degree of influence, and the moderating effect of review helpfulness on the relationship between valence and eReputation. The findings indicated a positive relationship between all of the tested hypotheses, and would equip mobile commerce stakeholders with valuable insights into the role of eWOM and eReputation, thus aiding an understanding of consumer behaviour.

Costa Synodinos, Riané Dalziel

Abstract
Over recent years, a noticeable shift in the beauty industry has been observed as consumers are becoming more environmentally conscious which has altered their beauty product purchase decisions. Consumers are in search of products that enhance their appearance while aligning up with their sentiments of environmental responsibility and their values of sustainability. Creating a trustworthy brand is paramount to the success of green beauty products. The problem is identified as to what degree do the factors of price, quality and trust pose on consumer loyalty of green beauty products in the South African context. A descriptive research design using a single cross-sectional sampling approach was implemented to collect the data.
The research company IPSOS was employed to collect 500 consumer responses. The results indicate that quality perception, price perception and green trust significantly influence green beauty product loyalty of South African consumers. Perceived price influences consumers’ green beauty product loyalty to a greater extent than the perceived quality of a green beauty product. As such, strategies should be focused on emphasising both the price and quality of green beauty products. This will assist green beauty product retailers and brands to increase profits as they would generate loyal customers.

Christine De Meyer-Heydenrych

Abstract
South Africans quickly express their opinions on social media platforms such as Twitter. These opinions are often debated with others on social media. However, these opinions can also create unwarranted brand engagement and brand sentiment. In October 2022, FNB undertook a rebranding exercise by changing their logo of 35 years and changing features on their mobile application. The Twitter sphere went into overdrive with customers’ opinions about the rebranding. This study aims to determine customer sentiment and opinion about the rebrand. Understanding customer opinion and sentiment is necessary as it can assist the business in determining whether any brand damage has occurred or how to adjust the marketing strategy after a rebrand. ATLAS.ti was used to collect qualitative data through Social Network Analysis by collecting tweets about FNB’s new logo. Over 1 318 unique edges were analysed using Sentiment Analysis and opinion mining. Findings show that sentiment was mostly negative about the rebrand. The findings of this study are important as they could guide FNB in managing the negative sentiment and driving their marketing strategy towards the positive aspects of the rebrand to change customer sentiment.

Naquita Maria-Jose Achadinha Fernandes, Devina Harry, Pierre Koekemoer

Abstract
Businesses often overlook the importance of reward timing in loyalty programs, especially in emerging-market retailers facing increasing customer switching. This study investigates local customer expectations regarding reward timing using a quantitative, cross-sectional approach. A survey completed by 222 active users of an African-based Fast-moving consumer goods (FMCG) retailer’s loyalty program (offering instant and delayed rewards) was analysed using partial least squares structural equation modelling and the Sobel test for mediation. Results indicate a preference for instant rewards over delayed ones. By focusing on the FMCG sector in growing emerging economies and applying Vroom’s expectancy theory in a non-managerial context, this study offers valuable insights into context-specific reward timing strategies and highlights the significance of expectation alignment.

Ryan Lesetja Mathaba

Abstract
This study addresses the gap in research regarding the influence of perceived complementarity on customers’ perception of value and satisfaction with mobile food ordering apps. By integrating network effect theory, customer value, and expectancy confirmation theory, a conceptual model is proposed and tested to investigate how the perceived complementarity of mobile food ordering apps affects customers’ perception of value, specifically hedonic and utilitarian value, and how these factors, along with perceived complementarity, impact customer satisfaction. Data was collected from 385 customers who had previously used food-ordering apps online in Gauteng province, South Africa. Structural equation modelling using SmartPLS software was applied for data analysis.
The results reveal a negative impact of hedonic value on customer satisfaction with mobile food ordering apps. Conversely, a significant and positive relationship is found between perceived complementarity and both hedonic value and utilitarian value. Moreover, perceived complementarity and utilitarian value significantly and positively influence customer satisfaction with the apps. These findings emphasise the importance of perceived complementarity in the context of food-ordering apps. The implications of the study’s findings for improving customer satisfaction with the use of mobile food ordering apps are discussed.

Christine De Meyer-Heydenrych, Ilse Struweg

Abstract
South Africans actively seek out discounts and deals driven by economic hardships. While searching for deals, consumers still require a pleasurable shopping experience which retailers often neglect. This study aims to contribute to the literature by researching consumers’ expectations of the deals offered, the emotions they experience during the sale based on their expectations and the overall evaluation of the retailer once they have participated in the sale. Quantitative research using an online survey was utilised to collect data from 594 respondents. Using SEM, all hypotheses were accepted. Findings showed that customer expectations of the deal and retailer capabilities during the sale strongly predict positive emotions experienced, while retailer capabilities predict negative emotions during the sale. Positive emotions experienced strongly influenced the overall evaluation of the retailer and the deal. Retailers must ensure they have the capability and stock available as advertised and train employees to deal with consumers during a sale. Meeting consumer expectations during a sale will lead to positive emotions being experienced, which can drive a positive evaluation of the deal and retailer. This can drive customer satisfaction, loyalty, and profitability beyond only when sales are offered.

Lebogang Saule

Abstract
The cosmetic and beauty industry is a significant sector across the globe even in a context of a developing country. Like most sectors, which do not sell essential goods or services, it was impacted by Covid-19. Literature suggests and confirms that advertising plays a critical role in the growth of the beauty and cosmetics industry, but limited research has been conducted since the era of the pandemic. The purpose of this research is to understand the relationship between the forms of advertising (print, digital and broadcasting media) on consumer purchasing behaviour. This study intends to contribute to the gap in consumer behaviour literature in relation to the cosmetic and beauty industry by determining the influence of the forms of media within a developing economy setting.
A descriptive, cross-sectional and qualitative research approach was employed, utilizing a semi-structured interview guide as the chosen research instrument. Data were gathered through face-to-face interviews, specifically targeting women residing in Pretoria. Screening questions pertaining to their involvement, such as frequency of makeup usage, were utilized during the interviews.
The results suggest that different forms of advertising influence the consumers’ behaviour at different points. A key finding is that digital media contributes significantly and was seen to be the most influential in causing consumers to make a final purchase. Recommendations for future research and managerial implications are provided.

JM Mtimkhulu, JJ Prinsloo, Stephan van Zyl

Abstract
The spread of the coronavirus disease (COVID-19) worldwide in the year 2019 invaded every society. The pandemic interrupted and changed human activities such as world trade, education, commerce and many others. In marketing, as is the case in most societal elements, these changes have triggered a shift towards online shopping. It is thus important for marketers to examine the effects that online shopping has on consumer-buying behaviour constantly. The aim of this paper is to examine the factors that influence the online shopping behaviour of customers in Sedibeng region. The paper explored the factors that bring about changes in consumer-buying behaviour, as well as why consumers prefer shopping online compared to visiting the physical store. An online survey was used to gather quantitative data from 383 respondents using the non-probability convenience sampling method, the majority of whom are females, who are experienced in an online shopping. Mean and standard deviation statistical tools were used on responses to test for significant mean differences between consumer-buying behaviour online and factors. The results confirm that there are significant differences among factors such as COVID-19 lockdown regulations, product delivery time, and social networks that consumers strongly consider as important in an online shopping environment. The implications of the research findings to marketers and businesses indicate the importance of understanding factors that influence consumer behaviour in an online shopping environment so that they can effectively plan in order to remain competitive.

Roshan Bhurtha, Prof Geoffrey Bick

Abstract
The additive manufacturing (AM) industry, commonly known as 3D printing, is an integral part of the fourth industrial revolution (4IR) and has a growing international market. South African industries have adopted AM but are not exploiting its full potential. The aim of this study was to determine the critical factors affecting the adoption of AM in South Africa, the main role players in this industry and the drivers behind the adoption of this technology.
A qualitative approach was followed, which consisted of in-depth semi-structured interviews with a purposive sample of eleven industry experts in the AM value chain in South Africa. The data were content analysed to identify the main themes, which were compared to the results of the literature review.
The critical factors in the adoption of AM in South Africa were identified as knowledge, external, financial, technical and market. The main role players affecting the AM industry are government institutions, commercial entities, RAPDASA, educational institutions and software developers. The drivers of AM in South Africa were identified as cost savings, the need to exploit South Africa’s significant Titanium reserves and the ability to protect local IP (Intellectual Property).
The theoretical contribution of the study was the application of the T-O-E (Technology-Organisation-Environment) framework, as well as the practical insights of a developing industry.

Freddy Marilahimbilu Mgiba

Abstract
The Covid-19 pandemic and technological development have disrupted the way people participate in sports. The advent of electronic sports partly addresses their need to participate in sports in the new environment. Their consumption behavior in electronic sports has created a need for closer academic scrutiny. The objectives of the study was to determine whether perceived ease of use of electronic sports technology can be the antecedent for both perceived control and motivation and whether these two can be antecedents of behavioral intentions for initial and continued participation.
Literature that applies the Technology acceptance model, Flow and User and gratification theories grounded the study. Journal articles within 7 years of publication in the areas of electronic sports provided the substantive portion of the study. The analysis of the articles on electronic sports followed the scientific literature analysis approach. The literature analysis through the lenses provided by the three grounding theories yielded a set of constructs whose relationships (research framework) provide a new way of viewing electronic sports consumption behavior. The findings promise a positive outlook for both academics and management.

Leigh De Bruin, Mornay Roberts-Lombard, Christine de Meyer-Heydenrych

Abstract
The study investigates internal people’s influence on employees’ perceived ability to secure service quality for external customers in the Islamic banking sector of Oman. Furthermore, the influence of perceived service quality on customer satisfaction is explored. Data were collected from respondents through online and in-person administered questionnaires, with 272 questionnaires collected and analysed through structural equation modelling. The results indicate the limited ability of Islamic bank leadership to empower employees and develop them through service skill development. Yet, employees perceive themselves as being able to deliver on external customers’ service needs through their current performance. The results inform Islamic banking leadership of the need to become more informed of internal marketing as an employee development strategy and to empower employees to better deliver on the service expectations of external customers. Through such an approach, the overall experience of customers with the banking brand can be enhanced. The study contributes to knowledge on internal marketing through an in-depth focus on internal people and their influence on service quality and customer satisfaction, especially since limited research on employee empowerment and its importance in the service quality-customer satisfaction chain has been explored in Oman, as a Middle Eastern emerging market.

Hester Spies, Martin Botha

Abstract
The objective of this study was to determine whether relationship building constructs can influence patients’ willingness to forgive transgressions. To respond to this research objective, this paper draws on the forgiveness motive theory, and synthesize important relationship constructs with the aim of developing a forgiveness model. A quantitative descriptive research design was followed to test the conceptual model using data collected from 303 private hospital patients, by applying structural equation modelling. Following the results of the structural equation model, it was established that selected relationship building factors (attachment, relationship value, expectations and fear of relationship loss) directly influenced loyalty and indirectly influenced forgiveness.
The results also indicate that respondents’ loyalty significantly influenced their forgiveness. This research study offers theoretical and practical contributions by advancing the existing knowledge of customer forgiveness, encouraging private hospitals to invest in their relationships with patients, with the aim of establishing a forgiving patient.

TH Mqwathi, J.J. Prinsloo & T Pelser

Abstract
The South African Automotive Sector contributes significantly to the country’s economy and is linked to other financial and insurance sectors. This study aimed to examine the impact of disruptive events on the automotive sector’s sales performance. A qualitative research approach was applied to achieve the aim and objectives of this study. A critical literature review contributed to analyse and evaluate existing information concerning disruptive events. The empirical study was exploratory and descriptive and consisted of interviews with selected participants. The literature showed that, due to globalisation, disruptive events affect several global countries, regardless of whether the disruptive event is a pandemic caused by an infectious disease or an economic crisis. The automotive sector comprises various national and international industries co-dependency on manufacturing, assembling, supply chain, and sales. However, the literature shows that developing countries are more severely affected by disruptive events, compared to developed countries. The empirical study shows that salespeople are aware of the impact of disruptive events on the automotive sector and vehicle sales performance. Participants were highly experienced, with more than ten years of experience. The results show a need for flexibility. Salespeople view the impact of disruptive events on a broader scale to be cognisant of how the whole sector are affected.

Chloe Matthew, David Ngomirakiza, Aaron Koopman, Tshegofatso Monkge

Abstract
The evolution of technology and communication has led to the rise in the usage of mobile devices, which provide individuals with access to the internet and various social networking applications. Originating from China in 2016, the TikTok application allows for the creation and sharing of short videos that attract viewers through various filters and background music. The exponential growth and popularity of the application amongst young adults, warrants continued research from various viewpoints to contribute to a deeper understanding of the re-usage of the application. The study examined the relationship between five (5) independent variables and re-usage intentions as the dependent variable, through the mediating role of satisfaction. Quantitative data were collected from 341 students, which was thereafter analysed using SPSS27, with structural equation modelling (SEM) being used to test the stated hypotheses. The results obtained supported eight out of the eleven hypothesis statements. In addition, there was evidence to suggest that satisfaction fully mediates the relationship between perceived ease of use, perceived usefulness, social interaction and re-usage intentions. This study contributes to the existing literature on digital and social media marketing and can benefit both social media application developers and marketing practitioners.

Christo Bisschoff, Anelle Venter

Abstract
This study develops a general model to measure and manage brand loyalty in South Africa. Many local and international studies have applied brand loyalty models to specific industries. However, no generalise South African brand loyalty model exists to apply to general businesses or multi-faceted enterprises. This study addresses the question of which antecedents are relevant in a general model to measure and manage brand loyalty in South Africa. Bisschoff and Moolla’s simplified brand loyalty model of nine antecedents is used and applied to an existing multi-industry database on brand loyalty, consisting of 2035 cases to identify generic industry antecedents. Nine antecedents in the brand loyalty model were empirically validated to develop a general brand loyalty model for South Africa.
Seven of the brand loyalty antecedents were retained in the model. The model consists of two main loyalty drivers, namely attitudinal and behavioural drivers, which are important for measuring and managing brand loyalty, with attitudinal drivers being the stronger of the two constructs. Furthermore, the model revealed that customer satisfaction is directly related to brand loyalty. It is recommended that the model be operationalised in the business environment to assist management in measuring and managing brand loyalty.

Mathilda Molokwane, Tinashe Chuchu

Abstract
In recent years marketing influencers have made a notable impact on how consumers make purchase decisions and these influencers can range from Celebrities, Industry experts, Bloggers and Vloggers. This study was inspired by the impact that global footwear brands have made on society transcending across sports and popular culture. More specifically the present research sort to investigate factors that impact consumers’ willingness to purchase branded sneakers in South Africa. In order to achieve this, a hypothesised model was proposed. The study was quantitative in nature adopting a non-probability approach to determine appropriate participants. Fieldwork was conducted where 372 willing participants completed and returned the questionnaire for processing. The collected data was analysed in SPSS 27 and Amos 27 for descriptive statistics and hypotheses testing respectively. Key findings indicated that brand attitude and purchase intention were the most closely associated constructs after hypotheses were tested with expertise, and brand loyalty having the weakest relationship. The study presented a picture of how local consumers’ perceived brands produced for their communities.

Thérèse Roux

Abstract
The practices when planning campaigns where different OOH media types are combined are not sufficiently investigated. This exploratory sequential mixed method study contributes to closing the knowledge gap regarding planning OOH advertising media for synergistic effects when integrating different types. In the qualitative component, OOH advertising media practitioners’ practices and views were explored. Four integration strategies were revealed namely:
High brand status strategy capitalising on large prominent structures confined to limited market coverage, brand cogency strategy where a media type is dominant with other supporting smaller formats to offer relative impact, but some wider market coverage than the impact strategy; continued brand awareness strategy employing geographically widely distributed smaller formats which offers a relatively low impact and the extended brand coverage strategy entailing long-term media displays at several prominent locations.
The quantitative component showed that outdoor advertising was the most applied media type, and the high brand status strategy was applied most often. Integration of the components confirmed that the four unique synergy strategies articulated in interviews are applied in campaigns delivered. A framework is proposed to guide advertisers on the key considerations when planning the integration of OOH advertising media types to obtain synergy in multi-media campaigns.