Mr Humbani wins award for first journal article publication

Posted on July 26, 2016

Michael Humbani, lecturer in the Department of Marketing Management, received the award for the best first journal article published during a ceremony that was held by the Faculty of Economic and Management Sciences in June 2015.

Mr Humbani received the top prize for publishing not only one academic journal article, but two journal articles in 2015. He received a trophy and monetary prize valued at R25 000.

Mr Humbani holding his award

The Faculty of Economic and Management Sciences recognises excellence among its academic staff members by awarding several accolades to outstanding achievers in many research-related categories. Nominations for the first journal article publication award are judged by the quality of the publication as indicated by rankings.   

Mr Humbani’s first article was published in Management Dynamics, an IBSS- and ABDC-accredited journal. The article is entitled ‘Predictors of consumer attitudes towards SMS advertising’ and is co-authored with Mr Theuns Kotze and Head of Department of Marketing Management, Prof Yolanda Jordaan. The purpose of the study was to ascertain that mobile SMS advertising is a bona fide and effective medium of communication for marketing purposes. Indeed, the results proved that successful engagement of customers in mobile marketing requires that marketers focus their strategies on messages that are entertaining, informative, and personalised.

His second article measured the role of age, household income and gender in the factors that contribute to consumer attitudes towards SMS advertising. The article was published in the DHET-accredited Communicare, the journal for communication sciences in Southern Africa, and co-authored by Prof Yolanda Jordaan. Findings from the study indicate that several demographic variables affect consumer attitudes towards SMS advertising, but that household income is the most significant differentiator. The study makes practical contributions by providing valuable information to marketers for developing effective market segmentation strategies, based on demographic factors.

When his name was announced as the winner, Michael’s heart skipped a beat for a moment.

“I am so humbled to have been chosen for this award, knowing that there were many qualified applicants,” said Mr Humbani, expressing gratitude to the selection committee and staff in the Department of Marketing Management. “This award is for us,” he added, thanking Prof Jordaan for her sterling leadership that creates a conducive environment in the Department for staff members to thrive without limits.

Mr Humbani with co-author, Prof Yolanda Jordaan

 

 
- Author Department of Marketing Management

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