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- Management Dynamics : Journal of the Southern African Institute for Management Scientists
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- Volume 22, Issue 3, 2013
Management Dynamics : Journal of the Southern African Institute for Management Scientists - Volume 22, Issue 3, 2013
Volume 22, Issue 3, 2013
Urban Afrikaans-speaking consumers' attitudes, preferences and assertiveness regarding mother-tongue marketing communicationSource: Management Dynamics : Journal of the Southern African Institute for Management Scientists 22, pp 2 –12 (2013)More Less
For many years Afrikaans-speaking consumers have been the group with the largest disposable income in South Africa. Yet little is known about their attitudes, preferences, and assertiveness regarding marketing communication directed to them in their mother tongue. As Afrikaans-speaking South Africans are by no means a homogeneous group, the purpose of this study was to assess whether differences exist among various demographic groups' attitudes, preferences, and assertiveness about the use of Afrikaans in marketing communication. Data were collected using computer-assisted telephone interviews from a non-probability sample of 306 representative urban Afrikaans-speaking consumers over the age of 19. The results suggest that, with the exception of age as a demographic variable, there are significant differences in urban Afrikaans-speaking consumers' attitudes, preferences, and assertiveness regarding Afrikaans marketing communication for other demographic characteristics. Indications are that female respondents have a more positive attitude, a greater preference, and are more likely to act assertively in respect of mother-tongue marketing communication than their male counterparts. Results emanating from the study could guide companies in directing marketing communication to urban Afrikaans-speaking consumers.
The likelihood of unethical behaviour in the life insurance sector in South Africa : an empirical investigationSource: Management Dynamics : Journal of the Southern African Institute for Management Scientists 22, pp 13 –28 (2013)More Less
Viviers, van Greunen and Venter (2012: 34) developed a theoretical framework of selected variables influencing the likelihood of unethical behaviour in the life insurance sector in South Africa. They empirically identified five variables of significance, namely Consequences of actions, Significant others, Moral development, Values/beliefs and Individual traits. This follow-up study reports on the empirical relationships among these variables. A series of exploratory factor analyses revealed that the originally proposed dependent variable The likelihood of unethical behaviour split into two dependent variables, namely Misrepresenting information and Theft. The results indicate that punishment is a deterrent to misrepresenting corporate information and stealing assets. In addition, the results reveal that employees might imitate the behaviour of authority figures even if the latter behaved unethically. It was also found that employees who hold negative perceptions about life in general and hold a negative view of their ability to cope in the workplace, are more likely to engage in unethical behaviour such as misrepresenting information and stealing. These findings contribute to a better understanding of the likelihood of unethical behaviour in the life insurance sector in South Africa. The results offer guidelines to managers on implementing more appropriate strategies to address the likelihood of unethical behaviour and assist life insurance organisations to protect their reputation and competitive advantage.
Source: Management Dynamics : Journal of the Southern African Institute for Management Scientists 22, pp 29 –44 (2013)More Less
The primary purpose of the study was to investigate the role of electronic word-of-mouth, conceptualised as book reviews, in an online marketing environment. A theoretical model was constructed to assess the relationship between the dependent variable review credibility (as measured by the total percentage of readers who rated reviews as 'helpful') and several electronic word-of-mouth (EWOM) factors regarded as independent variables (stars, ex-stars, sentiment, ex-sentiment, text length, time and platform). The data were collected from online retailers Amazon.com and Barnesandnoble.com.
The unit of analysis was reviews from an entire product category (best-seller books), as opposed to a few selected products.
The empirical results suggest that the following review factors influence the credibility of Amazon.com and Barnesandnoble.com book reviews: Platform, Text Length, Time and Star Rating. When Amazon.com and Barnesandnoble.com's reviews were compared with each other, the results indicated that Amazon.com had more reviews than Barnesandnoble.com and that the reviews posted at Amazon.com had, on average, longer text lengths, and they had a higher review credibility than the reviews posted at Barnesandnoble.com. Furthermore, the overall credibility of reviews increased over time (elapsed time between collection date and publish date) as more and more online users were able to access what, in effect, is electronic word-of-mouth.