Department of Marketing Management well represented at EMS Research Day

Posted on November 23, 2023

The first Faculty of Economic and Management Sciences (EMS) Research Day was hosted on 8 September 2023. As part of the day, the Faculty invited postgraduate students to share their research by means of poster presentations. The master’s programme coordinator in the Department of Marketing Management, Prof Pierre Mostert, together with the Marketing Management and Tourism Management students, accepted the challenge, and a total of nine master’s students decided to share their research.
As part of the learning experience, the students were expected to design their own research posters – and all the study supervisors were in agreement that the students did a very good job. The following research topics featured:
  • Purchase intention via mobile live-stream shopping (Henrietta Amofa)
  • An investigation into the factors influencing customer delight in coffee shops (Sabrina Dias)
  • Measuring lovemarks and attitudes towards advertisements (Duané Kitching)
  • The role of brand lovemarks in establishing brand loyalty and word of mouth (Kiara Louw)
  • Exploring the influence of brand love, brand engagement, and brand experience on brand anthropomorphism within online brand communities (Owami Mkhize)
  • Factors driving pro-environmental behaviour of youth tourists when visiting tourist attractions (Lonwabo Njenga)
  • The influence of brand experience and brand engagement on brand anthropomorphism, specifically in an online brand community environment (Judith Phiri)
  • Constraints affecting dog owners' intentions to travel with their dogs (Mieke Pienaar)
  • The effect of information value on online grocery retailers' brand equity (Elizma van Zyl)

Prof Pierre Mostert with the Marketing and Tourism Management master’s students who showcased their research by means of poster presentations at the inaugural EMS Research Day.
Front from left: Lonwabo Njenga, Duané Kitching, Kiara Louw and Mieke Pienaar
Back from left: Judith Phiri, Owami Mkhize, Henrietta Amofa, Prof Pierre Mostert, Sabrina Dias and Elizma van Zyl
Duané Kitching’s poster received the prize for the best Marketing and Tourism Management poster presented at the Research Day, following a voting process by all the staff in the Department.
When asked to reflect on the Research Day, Duané Kitching said: “The EMS Research Day was a great experience, especially for young professionals aspiring to venture into the academic world. As students, we often have limited opportunities to gain insight into what the ‘academic world’ truly entails and to network with others in the Faculty.”
Not only was it an opportunity for the students to showcase their own research, but the students were exposed to a variety of presentations by colleagues across the EMS Faculty – something most of them never experienced before. As Sabrina Dias explained: “I loved the overall experience. I loved being able to physically see my research come to life in my poster, as it made me feel proud of what I have accomplished.”
With many senior academics presenting during the Research Day, it was not surprising that the students saw first-hand not only the importance of research but also the passion that researchers have for their respective research fields and studies. Henrietta Amofa, whose poster was titled “Assessing consumer readiness to purchase via mobile live stream shopping”, summarised this point as follows: “Seeing presentations of research from well-respected academics, highlighted the importance of research and motivated me to continue and conclude my research to the best of my ability. Displaying our research posters and our hard work felt as if we were taking the first step into being part of the academic world.”
When asked if our master’s students would want to participate in poster presentations again if they had the opportunity, they answered with one voice: “Most definitely!”   
- Author Department of Marketing Management

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