Research by master’s students

As part of an effort to produce research that has a noticeable impact on the development of marketing, the Department of Marketing Management is directing its academic efforts on improving both marketing theory and, in turn, marketing practice. Our master’s degree students are actively involved in research and their work adds to the existing body of knowledge through the research conducted during the fulfilment of their master’s degrees. Below are some excerpts from the research conducted by our marketing master’s students.

Titles and names	Author	Titles	Author
Retail brand hate: You're everything I need in something I don't want 2024	Julie Brink
South Africa’s masstige movement: Where premium meets affordable (2024)	Ilonka Barnard	Artificial influence? Examining the credibility of AI-generated content in destination branding (2024)	Johane Daniel
Fiction meets fashion: The rise of virtual influencers (2024)	Sabrina De Aguiar	Caught in the masstige: The battle between peer pressure and consumer wisdom (2024)	Gugu Khumalo
Live-tweeting the game like I’m the official commentator! (2024)	Thakane Letlatsa	Bots & bites: Are South Africans willing to explore tech-driven dining? (2024)	Reneilwe Mentoor
Swipe left or right? How social factors influence South Africans’ online dating app experiences (2024)	Nthabeleng Mokitimi-Dlamini	Exploring the influence of micro-influencers: Can they affect purchase intentions for sustainable fashion brands? (2024)	Nickyla Naidoo
Attention: Is AI taking over runways? How virtual faces are shaping consumers' choices in the fashion industry (2024)	Nuvesha Naidoo	Unlocking the potential of Protected Area-Based Tourism (PABT) (2024)	Mercy Phiri
From queries to quality: How to enhance consumer well-being one chat at a time (2024)	Tamara Rungasamy	It is the way you see yourself that will determine your online dating experience! (2024)	Christian Schoeman
To swipe or not to swipe? How self-presentation influences online dating app brand experience (2024)	Sharlé Smit	AI meets fashion: the influence of virtual influencers on fashion consumers (2024)	Michke Terblanche
Travel buddies: Why we love travelling with our pets (2024)	Desiree Thobakgale
To buy or not to buy? A customer’s outlook on mobile live stream shopping (2023)	Henrietta Amofa	One welfare in aquariums! – A sustainability tale (2023)	Kudzai Chipangura
Is there a future for robots in South African restaurants? (2023)	Nobuhle Dashe	Coffee ecstasy: Unveiling the ingredients of customer delight in coffee shops. (2023)	Sabrina Dias
Influencers of brand anthropomorphism in online brand communities \| Is it the rabbit from the hat? (2023)	Tarah Ferreira	The best travel partner has four legs, a fluffy butt, and a bark! (2023)	Relebohile Jiyane
What’s love got to do with it? It’s giving humour. (2023)	Duané Kitching	Craving connection: Can Nando’s ignite love and respect amongst their consumers? (2023)	Kiara Louw
Brand anthropomorphism in online brand communities \| How brand experience can influence perceptions of brands as human-like (2023)	Owami Mkhize	Let your voices be heard! What drives online brand advocacy for retail banking customers? (2023)	Kabelo Moila
Coffee: Do we like it, or de we like the experience? (2023)	Lizelle Nagel	The youth are the future but are their intentions future-focused? (2023)	Lonwabo Njenga
Brand BFFS: Unpacking the Magic of Brand Anthropomorphism in Online Communities (2023)	Judith Phiri	Paw-don me, your dog can’t come! (2023)	Mieke Pienaar
From tweet to elite: How micro-blogs elevate the value of online grocery retailers (2023)	Elizma van Zyl	I WANT TO BE REMEMBERED!!! (2023)	Linda Viljoen
Running away from the pandemic. Virtually. (2023)	Marlie Viljoen
Customer actions when brands fail (2022)	Amogelang Setlhalogile	All things travel, just a click away… (2022)	Nombeko Dube
To share or not to share? Determining the “pro-social” in social media (2022)	Reolin Ramsamy	Building a supporter – How A.I. chatbots can enhance satisfaction (2022)	Kival Dhavraj
We bravely don’t throw cash in the trash; we recycle it! (2022)	Cameron Sathiah	Not online? Then you probably think engagement is a diamond ring… (2022)	Maralize Mulder
Google rating: 4.8? Let’s check the comments. (2022)	Helesha Moodley	“I am feeling a little neurotic – I hate your brand” Dark personality traits, brand hate and negative word-of-mouth (2022)	Elka du Piesane
It gets hotter every year: Climate change and the role of environmental sustainability advertising. (2022)	Katherine Hugo
“I’d like to place an order for some brand love. Hold the service quality!” Consumer brand relationships within the QSRs context (2021)	Francois Engelbrecht	Wrap them up wisely, go green, go cloth! (2021)	Tayla Jonker
Going the distance! Relationships between banks and small businesses (2021)	Russell Kampani	Your shopping well-being matters to us! (2021)	Valerie Mbulo
Social media spectating by young sports spectators (2021)	Mihloti Modiba	And then Eskom said… “Let there be (no) light”? (2021)	Karabo Mohasoa
Scoot out the way, mobile food delivery apps are here to stay! (2021)	Monique Munday	Value for banking (2021)	Natalie Sithole
A press of a button: drivers of engagement in Facebook brand communities (2021)	Abigale Sprighton	You have my back; I have your back. Corporate social responsibility (2021)	Nerissa Stevens-Kings
“Like me?” Terms and conditions may apply (2021)	Luzelle van Niekerk	The dark kNight rises again! The never-ending load-shedding scene (2021)	Valerie Van Wyk
Oh, snap! I forgot my wallet! Can I pay with my phone? (2020)	Zumae Barnard	If you don’t leave your shopping cart behind in the store, why do it online? (2020)	Lesley Benson
A big risk for a small chance at love: Mobile dating apps and privacy risks (2020)	Belinda Cant	Buckle up: The mobile wallet industry is set to take-off! (2020)	Charlene Eksteen
Mayday, mayday, mayday! Requesting a satisfactory recovery from a service failure. (2020)	Tjeripo Hijarunguru	Captivate to donate: How NPOs can use Facebook to engage with their customers (2020)	Roxanne Janse van Rensburg
An investigation into the adoption of mobile banking services by consumers in the Gauteng Province of South Africa (2020)	Fhatani Khoza	Load shedding got you feeling a little powerless? (2020)	Tuscany Kitch
Many say, “Why brick-and-mortar?” I say long live brick-and-mortar supermarket retailers! (2020)	Mahlatse Laka	Online customer engagement and customer loyalty’s effect on Facebook brand fan page stickiness (2020)	Jared Miller
Air Travel: when the flight doesn’t go as planned (2020)	Reece Mowatt	Mobile phone advertising: What makes consumers adopt it? (2020)	Deborah Rogers
A test of integrity: What drives the intention to violate corporate travel policy? (2020)	Kaela Sipula	Eishkom! Not load shedding again. (2020)	Koketso Sithole
“Don’t fly with them!” Preventing customers from wreaking havoc for your service brand (2020)	Megan van Schie	“It looks like you forgot something” – Why South Africans Abandon their Online Shopping Carts. (2020)	Wayne Wilson
I swear I’m not showing off! Personal aspirations and luxury brands (2019)	Vitowe Kaunda	Is Airbnb succeeding in building a relationship with you? (2019)	Shannon Collins
I am what I buy: What drives status consumption amongst South Africans? (2019)	Rebaona Moleki	To comply or not to comply? Predictors of corporate travel policy compliance (2019)	Monic Venter
Staying ahead of the game: What drives mobile game satisfaction? (2019)	Lerana van Niekerk	One large cappuccino for my Instagram, please! (2019)	Letšoba Selahle
Switch before you start? What causes students to switch employers before they start working? (2019)	Keorepetse Moloabi	Music festivals: what makes them satisfactory and valuable experiences? (2019)	Lott Chidawaya
Millennials and non-profit organisations: Does celebrity-endorsed advertising work? (2019)	Hugh Mupfunya	eWOM on Facebook: How do you get brand fans talking? (2019)	Lynn Nyathogora Kareithi
Gaming as a marketing tool to ‘escape everyday stress’ (2019)	Brett Vlok	From socialising to shopping: Are South Africans willing to shop on Facebook? (2019)	Euodia Botha
Show me your Instagram and I’ll tell you who you are (2018)	Tebello May	Dining out: for fun or function? (2018)	Suzanne Blignaut
Customer value traits – A coffee café study (2018)	Anthony Wingfield	Are you ready to go cashless? (2018)	Lerato Seopela
Do we avoid Facebook in the midst of uncertainty? (2018)	Megan Capitani	Do relationships with e-commerce customers really matter? (2018)	Scott Donaldson
The closer I get to you, the less I fear (2018)	Batandwa Simelane	Why do we share information on Instagram? (2018)	Schalk van der Merwe
Do brands walk their talk? (2018)	Juanita Loots	Tired of carrying cash? Well, your mobile phone is your wallet (2018)	July Sekhoto
The impact of data packages on mobile network operator switching behaviour (2017)	Kate Mmalebuso Ngobeni	Mobile data makes the world go round (2017)	Navisha Naidoo
Gaining a competitive edge in retail banking (2017)	Amalia van Schalkwyk	Facebook: selfies, likes, shopping? (2017)	Annika Lange
I need you too! (2017)	Cucu Mabunda	Do users portray ‘real life’ on Instagram? (2017)	Karla Rojas Garcia
Spreading eWOM of brands on Facebook! (2017)	Buntu Quwe
Getting more engagement from your Facebook Fans (2016)	Tyla Rogers	A recipe for (business) success (2016)	Kobus Badenhorst
Experiential brand avoidance: a ticking time bomb? (2016)	Sotira Petrou	“It’s not you, it’s me”: When brands and consumers don’t match (2016)	Tiaan Naude
Are we the sum total of our purchases? (2016)	Rina van Niekerk	What drives loyalty? (2016)	Ruth Nalutongwe
The great (customer) migration (2016)	Nkosingiphile Cedric Shabangu	“Like us on Facebook!” (2016)	Petra Sanne
Do you trust me? – Facebook (2016)	Lerusha Calecia Chetty	When brands and customers become friends (2016)	Marilee Klopper
I shop, therefore I am (2016)	Christelda Naidoo	Why do customers leave? (2016)	Daniel Moxham
Hooked on value! (2016)	Johan Kruger
Do you want to be sucessful? Then treat your customers well! (2015)	Zwelethu Magodiele	Is it true (brand) love? (2015)	Lizette Lategan and Melissa Eloff
Luxury brands: The self and the experience (2015)	Michelle du Plessis and Robyn Baptiste	Linked to Loyalty (2015)	Thalita Geldenhuys and Charlene Leister
Ready – Set – Click (2015)	Lezanne Sonntag	Setting up Shop on Facebook (2015)	Marlé van Sandwyk
Improving the quality of customer relationships (2015)	Faith Kasiyamhuru	Banking on loyalty (2015)	Jack Kruger and Eksteen Theron
Relationship intention is key to long-term customer relationships (2015)	Thelma Roodt	I want a business relationship with you! (2015)	Corli du Toit and Welmarie Fourie
There are three sides to every Facebook user: Your side, My side and The Truth (2015)	Michael Colley, Reagen Kok and Thandeka Shozi
Opening and Forwarding messages on Facebook (2014)	George Pantazis	Female brand community members on Facebook (2014)	Irene le Roux
E-Shopping (2014)	Dawid Botha	Corporate Social Responsibility: Another profit-driven scheme? (2014)	Angela Neale
“Do you ride an elephant to school?” (2014)	Kelly Summerfield	Predictors of Consumer Loyalty (2014)	Chanel Pelser
My wall! My control! Right? (2014)	Jade Samuels	Listen to your mother, she knows best….? (2014)	Anton Koekemoer
Greener Cars (2014)	Adam Szpytko	Myth Busters: The Truth about SMS Advertising (2013)	Michael Humbani
Township Shopping: Who, Where and Why? (2013)	Nontu Mashaba	Hitting Share: What Motivates Users to Interact on Social Media? (2013)	Lize Maartens
If you’re happy and you know it - like my ad (2012)	Monique de Bruyn	To which destination should one travel next? (2011)	Rentia Van der Walt
It's not easy being green (2011)	Natasja Branca	Are consumers going green? (2011)	Liesel Burrows
Muslim consumer attitudes towards islamic brands: do age, gender and religiosity play a role? (2011)	Karim Amade	Women shop, Men buy: understanding consumer decision-making styles (2011)	Danita Potgieter
Do loyalty cards keep customers coming back? (2011)	Adri Meyer (van der Spuy)	Rejoice in the music: what will get young adults back to church? (2011)	Lizré Orton
Can I take your order? (2011)	Marisa Greyling	More to cosmetics purchases then meets the eye (2011)	Beate Stiehler
Good to the last drop – speciality coffee (2011)	Kelsey van der Merwe	Does literacy affect shopping ability? (2011)	Sisa Mhlanga