http://hdl.handle.net/11189/5144 2026-08-12T17:01:26Z http://hdl.handle.net/11189/5172 Title: The influence of Facebook advertising on word-of-mouth: A study amongst CPUT students Authors: Saaiman, EJ; Magerman, C; Duffett, Rodney Graeme Abstract: The Internet is a medium with which information can be viewed anywhere around the world; however, over a decade later there is some idea of the huge impact of this technology. So dynamic are the technologies and environment in which it is used, that there is still uncertainty of what the future will bring to Internet marketing in consumer and industrial trading. Africa has the lowest Internet access throughout the world, but this is changing owing to the high cell phone incidence. Hence, Facebook (FB) usage has increased (especially among the youth) as has advertising on social networks. As a buzz of the twenty-first century, FB’s growth rate has increased dramatically. A survey was employed, where 450 questionnaires were completed in the investigation of the effect of FB advertising regarding word-of-mouth (WOM) in terms of tertiary education amongst CPUT students. Attitudes and perceptions towards advertising on FB have not been measured, especially amongst adolescents. FB generates WOM, but little is known about the extent that FB advertising results in WOM. It was concluded that FB advertising did not enhance WOM amongst students; therefore, advertisers should be more detailed and more creative in the process. 2014-01-01T00:00:00Z http://hdl.handle.net/11189/5171 Title: Usage characteristics’ effect on word-of-mouth properties of Twitter advertising amongst undergraduate students at UCT Authors: Abrahams, Y; Burgess, MA; Duffett, Rodney Graeme Abstract: Social network sites (SNSs) such as Twitter are of the fastest-growing types of websites on the Internet. SNSs provide a fast and easy way for users to exchange information and share experiences, which have enabled them to serve their users in other ways beyond traditional social purposes. This study examines the effectiveness of Twitter advertising an information source to obtain and share product recommendations with friends via word-of-mouth (WOM). The usage characteristics that influence consumers to pass on product information are also investigated. A survey was developed to gather data from a sample of undergraduate students at the University of Cape Town (n = 500). The study findings show that respondents indicated significant behavioural patterns towards Twitter advertising in terms of usage characteristics and the ability to convert the adverts into WOM of products and brands that are advertised. It is also clear from the research that companies that hope to convert consumers from following their adverts on Twitter into consumers who buy their products and share product information and experiences will have to find other ways to do so as respondents showed that they do not necessarily pass on information, which is viewed on advertisements. 2014-01-01T00:00:00Z http://hdl.handle.net/11189/5170 Title: Usage characteristics effect on preference regarding BBM advertising amongst Rhodes High School learners Authors: Abbott, J; Van Loggerneberg, TC; Duffett, Rodney Graeme Abstract: Advertising among youth today is extremely difficult owing to the fact that Generation Z is known as the digital generation and they are capable of avoiding advertising techniques. An effective way to reach Generation Z is through digital marketing. Despite the competition of Android and other smartphones, BlackBerry is the leading smart phone in the South African market. Blackberry Internet Services allow for Internet access at a low price, therefore this smart phone is most popular among the youth. Advertisers have seen an opportunity to reach their consumers through this medium, but the users only tend to use BlackBerry Messenger (BBM) for personal communication. The research was conducted to discover if the users preferred being marketed to via their personal platform. Learners at Rhodes High School in Cape Town were surveyed by means of a questionnaire in order to ascertain their usage characteristics, as well as their general attitudes towards BBM advertising. Therefore, the research aims to determine whether the usage characteristics (access, length and frequency of usage, hours spent per log-in and profile update incidence) have an effect on preference regarding BBM advertising. The findings will assist marketers to decide how to target youth who use social media. 2014-01-01T00:00:00Z http://hdl.handle.net/11189/5169 Title: Effectiveness of Facebook advertising regarding the preference affective element: A study amongst CPUT Bellville students Authors: Msongelwa, N; Mqokeli, P; Duffett, Rodney Graeme Abstract: South Africa is an “underachiever” when it comes to Internet penetration given its economy because of the country’s wide gap between rich and poor, and the fact that the government has been slow to open up the country’s telecom market. Internet has been promoted globally as a source of information, marketing and entertainment, and the wholesale adoption of the Internet means that people will spend prolonged periods of time using devices such as the mouse to interact with menus in future. Companies are trying to promote their brands through social networks in order to reach their target market. A study was conducted establish if Facebook is really effective for companies and how adolescents feel towards brands that are advertised on Facebook. The focus of the research was on preference of Facebook advertising, as well as whether certain usage characteristics influence the aforementioned objective. The research was conducted amongst CPUT Bellville campus students and the survey method was utilised to conduct the study, with a total of 400 questionnaires distributed and completed. A majority of the respondents agreed that Facebook advertising caused preference. Information from this survey is relevant to concerns about young peoples’ life online. 2014-01-01T00:00:00Z