Papers by Faith Tinonetsana
African journal of inter-multidisciplinary studies, Dec 31, 2022
Youth entrepreneurship is considered an important factor in economic growth, job creation, and po... more Youth entrepreneurship is considered an important factor in economic growth, job creation, and poverty alleviation. Although youth entrepreneurship is considered a key to addressing unemployment, the youth unemployment rate remains worrisome in developing countries. This paper assessed the entrepreneurship training in universities as a means of reducing youth unemployment. Youth unemployment is an impediment to inclusive economic development, limits the earning potential and future prospects of a new generation of South Africans, stymies business growth, threatens social cohesion, and puts pressure on government resources. Data was collected from the Durban University of Technology students in Durban. A qualitative approach was adopted in which semi structured interviews were used to obtain an understanding of the importance of universities in reducing the rate of unemployment in South Africa. In addition, nonprobability sampling, specifically purposive was used in the study to select the Durban University of Technology's benefiting students from the Durban Entrepreneurship Centre. The data collected was coded and analysed using thematic analysis. The findings revealed that universities play a crucial role in supporting youth entrepreneurship in South Africa, which has led to a reduction in the rate of unemployment in South Africa. Findings were categorised into themes. Universities' effort to reduce unemployment has yielded positive results, however, both the students and the universities are faced with a number of challenges. It is recommended that universities work together with the government to design strategies that help to reduce unemployment in South Africa.
The growth of active users on online interactive media (OIM) platforms has led to the spread of i... more The growth of active users on online interactive media (OIM) platforms has led to the spread of information faster and broader and this has had a great impact on marketers. Consumer behaviour towards Electronic Word of Mouth (e-WOM) is complex, and not all user-generated content posted online will have the same effect on consumers. A consensus on what makes certain online reviews more influential than others and how they influence consumer behaviour is yet to emerge. The lack of knowledge hinders marketers efforts in designing effective marketing strategies for online retailers. The study was quantitative in nature. Self-administered questionnaires were used to collect primary data. The study targeted Generation Z and millennials, and the sample was drawn from students and staff members at the Durban University of Technology (DUT). The analysis was done using the latest version of the Statistical Package for Social Sciences (SPSS). Relevant ethical implications with regard to this study were considered. The structural equation model (SEM) results indicated that valence is the most influential factor of e-WOM during consumer buying decision. Further, there is a significant relationship between e-WOM and consumer buying behaviour. The study recommends that marketers come up with strategic ways to boost the chances of their brands generating positive e-WOM and take advantage of the influence of any good reviews and testimonials they receive. The need to pay close attention to negative e-WOM, keep an eye on unfavourable evaluations on some of the most popular e-WOM communication platforms and use negative feedback to improve product and service quality. Based on the findings this study proposed a framework for an e-WOM strategy towards influencing online consumer buying behaviour. The framework highlights the best approaches to influence consumer behaviour through e-WOM valence and the implementation thereof. Future studies could use a more qualitative approach to build on the existing study and so gain a deeper understanding of Generation Z and millennials consumers' perceptions of e-WOM and consumer buying behaviour.
International journal of research in business and social science, Apr 3, 2024
The objective of this study was to investigate the challenges encountered by organisations when i... more The objective of this study was to investigate the challenges encountered by organisations when integrating sustainable marketing into their strategic strategies. The research adopted a qualitative research design. Participants were selected from a representative sample of Zimbabwean organisations from various industries that have incorporated sustainable practices into their marketing strategy. Purposive sampling was used to select businesses encompassing various industries, sizes, and degrees of sustainability integration. This study, grounded in stakeholder theory, unveils challenges in implementing sustainable marketing strategies, including consumer awareness, resource constraints, hesitancy from stakeholders, competition from alternatives, regulatory complexities and measurement difficulties, underscoring the critical role of stakeholder engagement in navigating these challenges. Organisations must strategically incorporate sustainable practices by optimising resources, reducing inefficiencies, and aligning with sustainability goals, promoting the connection between resource optimization and environmental preservation. Further, they have leverage partnerships with sustainable suppliers, NGOs, and stakeholders to enhance sustainability initiatives by pooling resources, sharing costs, and overcoming budget constraints. Further study could investigate effective strategies for overcoming stakeholder hesitancy and fostering greater stakeholder engagement in sustainability initiatives.
Journal of Economics and Behavioral Studies, Oct 21, 2017
The role of packaging has changed with the move to self-service retail formats. Marketers have tr... more The role of packaging has changed with the move to self-service retail formats. Marketers have transformed packaging to become one of the major promoting tools to products. There was a necessity to explore packaging and its elements in order to understand which of these elements influence international university students purchase decisions. Thus, this paper seeks to determine the relationship between international university students' buying behaviour and package elements through linear regression analysis. A quantitative, non-probability research approach was employed. A convenience sample was used to select study 400international students from two South African universities. Research findings reveal that international students' perception of packaging elements influence their buying behaviour. The results also show that there is a significant relationship between consumer perception and students buying behaviour. Findings also reveal that there is a significant relationship between consumer buying behaviour and seven predictor variables; colour, graphics, packaging technology, label information, brand name, time pressure and level of involvement. It is thus imperative for the marketers to understand that packaging elements have various influences on the consumer depending on context and on product. If the package elements are properly combined, the package will be more attractive and attention grabbing.
Submitted in fulfillment of the requirements for the degree Masters in Management Science: Market... more Submitted in fulfillment of the requirements for the degree Masters in Management Science: Marketing, Durban University of Technology. Durban. South Africa, 2017.
Journal of Economics and Behavioral Studies
The role of packaging has changed with the move to self-service retail formats. Marketers have tr... more The role of packaging has changed with the move to self-service retail formats. Marketers have transformed packaging to become one of the major promoting tools to products. There was a necessity to explore packaging and its elements in order to understand which of these elements influence international university students purchase decisions. Thus, this paper seeks to determine the relationship between international university students’ buying behaviour and package elements through linear regression analysis. A quantitative, non-probability research approach was employed. A convenience sample was used to select study 400international students from two South African universities. Research findings reveal that international students’ perception of packaging elements influence their buying behaviour. The results also show that there is a significant relationship between consumer perception and students buying behaviour. Findings also reveal that there is a significant relationship b...
Journal of Economics and Behavioral Studies, Oct 21, 2017
The role of packaging has changed with the move to self-service retail formats. Marketers have tr... more The role of packaging has changed with the move to self-service retail formats. Marketers have transformed packaging to become one of the major promoting tools to products. There was a necessity to explore packaging and its elements in order to understand which of these elements influence international university students purchase decisions. Thus, this paper seeks to determine the relationship between international university students' buying behaviour and package elements through linear regression analysis. A quantitative, non-probability research approach was employed. A convenience sample was used to select study 400international students from two South African universities. Research findings reveal that international students' perception of packaging elements influence their buying behaviour. The results also show that there is a significant relationship between consumer perception and students buying behaviour. Findings also reveal that there is a significant relationship between consumer buying behaviour and seven predictor variables; colour, graphics, packaging technology, label information, brand name, time pressure and level of involvement. It is thus imperative for the marketers to understand that packaging elements have various influences on the consumer depending on context and on product. If the package elements are properly combined, the package will be more attractive and attention grabbing.
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Papers by Faith Tinonetsana