scholarly journals Users’ Experience of Digital Wayfinding Screens: A Uses and Gratification Perspective from South Africa

2020 ◽  
Vol 2020 ◽  
pp. 1-11
Author(s):  
Thérèse Roux
Keyword(s):  
South African ◽  
Business Communication ◽  
Shopping Mall ◽  
Shopping Malls ◽  
Comprehensive Understanding ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Semistructured Interviews ◽  
Media Research ◽  
Contemporary Media

Marketing and business communication researchers have neglected the wayfinding capabilities of digital out-of-home communication in the retailing landscape. The current study focuses on digital wayfinding screens in the South African shopping mall environment. The aim is understanding users’ experience of digital wayfinding screens, guided by the uses and gratification theory. Shoppers were interviewed about their views and actions while engaging in the wayfinding process in large upmarket shopping malls. The in-depth semistructured interviews were recorded and then the content was analysed. The findings provide a rich and comprehensive understanding of shoppers’ content gratifications and process gratifications when utilising this contemporary medium. The current study identifies four uses and gratifications for digital wayfinding screens: convenient process gratifications, interactive process gratifications, informational content gratification, and entertaining content gratifications. Understanding the gratification dimensions of digital wayfinding screens contributes to contemporary media research and forms the basis of valuable guidelines for practitioners in retail media and design.

scholarly journals Attributes of Shopping Mall Image, Customer Satisfaction and Mall Patronage for Selected Shopping Malls in Southern Gauteng, South Africa

2014 ◽  
Vol 6 (8) ◽  
pp. 682-689 ◽  
Author(s):  
Dorah Dubihlela
Keyword(s):  
South Africa ◽  
Data Analysis ◽  
Customer Satisfaction ◽  
South African ◽  
Quantitative Study ◽  
Scientific Work ◽  
Shopping Mall ◽  
Shopping Malls ◽  
Study Results ◽  
Final Data

This paper identifies the main features of a shopping mall that govern customer satisfaction in Southern Gauteng in South Africa. Literature is reviewed, identifying various features in shopping malls such as merchandisers, accessibility, service, amenities, ambiance, entertainment, security and among others. This literature is based on previous authors' scientific work, on mall features that influence the satisfaction and patronage by customers. A quantitative study was conducted with 429 questionnaires used in the final data analysis. The study results suggest the important shopping mall features in Gauteng South in South African and confirm that specific shopping mall features are positively related to customer satisfaction and mall patronage. The paper further develops suggestions on mall features that should be emphasised for promotional campaigns, customer satisfaction and mall patronage by customers.

scholarly journals Determining shopping mall visitors’ perceptions on mall attributes

2016 ◽  
Vol 14 (3) ◽  
pp. 522-527 ◽  
Author(s):  
Sipho Makgopa
Keyword(s):  
South African ◽  
Descriptive Analysis ◽  
Jel Classification ◽  
Marketing Strategies ◽  
Capital City ◽  
Shopping Mall ◽  
Future Research ◽  
Analysis Method ◽  
Shopping Malls ◽  
Shopping Centre

The challenging retail environment requires a need to manage shopping malls effectively to understand the attributes that attract shopping mall visitors to visit shopping malls. The purpose of the study aimed to determine shopping mall visitors’ perceptions or ratings towards shopping mall attributes they consider when choosing which shopping mall to visit. A quantitative approach was followed to realize research objective using interviewer-administered questionnaires for data collection. The data were collected at shopping centre in the capital city of South Africa, City of Tshwane. A descriptive analysis method was used to analyze the quantitative data. The findings of the study revealed that the shopping mall visitors’ ranked adequate parking availability high. This study contributes to the current literature and provides valuable information to South African retailers and shopping mall developers, with regard to marketing communications and marketing strategies that aim to attract shopping mall visitors. Suggestions for future research are provided. Keywords: shopping mall, shopping motivations, hedonic motivation, utilitarian motivation. JEL Classification: M31, M37

scholarly journals Motivasi Milenial Menonton Layanan Streaming

2021 ◽  
Vol 10 (1) ◽  
pp. 77-100
Author(s):  
Joseph Edwin ◽  
Irwansyah Irwansyah
Keyword(s):  
Grounded Theory ◽  
New Media ◽  
Video On Demand ◽  
Future Research ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
On Demand ◽  
Audiovisual Quality ◽  
Media Research ◽  
Depth Interviews

Ponsel cerdas semakin banyak digunakan untuk menonton subscription video-on-demand. Tingkat adopsi aktivitas ini pun sangat tinggi di kalangan kaum milenial di Indonesia. Ini memunculkan pertanyaan mengapa khalayak semakin terbiasa menonton SVOD di ponsel cerdas meski memiliki keterbatasan audiovisual dibandingkan televisi, laptop atau komputer. Penelitian ini bertujuan melihat apa kebutuhan-kebutuhan spesifik yang terpenuhi ketika khalayak mengonsumsi konten subscription video-on-demand (SVOD) melalui ponsel cerdas. Berlandaskan teori uses and gratifications, penelitian menggunakan pendekatan kualitatif dan strategi grounded theory. Berdasarkan wawancara dengan enam informan, ditemukan bahwa khalayak memiliki tipologi kebutuhan yakni informasi, mengisi waktu, pengalaman terkustomisasi dan media displacement. Muncul tipologi yang mengalami ekspansi yakni hiburan hedonistik/eudaimonik, pindah waktu/tempat, kenyamanan/relaksasi, dan pengalihan/pengalaman imersif. Sementara muncul tipologi yang belum ditemukan dalam penelitian sebelumnya, yaitu menonton maraton. Direkomendasikan untuk mengoperasionaliasikan tipologi-tipologi yang ditemukan secara kuantittif untuk penelitian selanjutnya. Smartphones are increasingly used to access videos, including subscription video-on-demand services. This is especially true among millennials, who are the primary adopters. This raises the question of why millennials watch SVOD through their smartphones when other wide-screened devices offer better audiovisual quality. This research aims to reveal the motivations satisfied by using uses and gratification theory through qualitative approach and grounded theory strategy.  Based on in-depth interviews of six informants, we found classical UG typologies, namely Information and Passing Time, and typologies recurring in new media research, which are customized experienced and media displacement. The study also produced expanded typologies, including hedonistic/eudaimonic entertainment, time/place-shifting, comfort/relaxation, and diversion/immersive experience. Lastly, binge-watching was discovered to be an emergent typology. As this research analyzes data from one informant, the results cannot be generalized. Operationalizing these typologies by using a quantitative approach is recommended for future research.

The impact of social media platforms on book marketing and advertising : a case of selected South African authors

2020 ◽  
Vol 3 (2) ◽  
pp. 43-60
Author(s):  
Selaelo John Mabeba
Keyword(s):  
Social Media ◽  
South African ◽  
Primary Data ◽  
Target Market ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
Social Media Platforms ◽  
The Right ◽  
The Impact

Authors use social media platforms to reach out to potential readers. Social media play an important role in book marketing and advertising and is convenient for meeting authors' goals of finding a wide target market in a short space of time. In light of this, this paper assessed the impact of social media platforms (Facebook, Twitter, Instagram and WhatsApp) on marketing and advertising books: poetry, fiction, and non-fiction. The paper emanates from an empirical study undertaken to establish whether such platforms do guarantee optimum sales for authors. The paper is grounded on the Uses and Gratification Theory (UGT) that explains the different reasons that inspire social media users to choose certain media to satisfy their specific needs. These needs develop out of the social territory. The theory states that receivers select the types of media and media content to fulfil their needs. UGT links the need for gratification to a specific medium choice that rests with the audience member. As a result, a qualitative method was used with an unstructured questionnaire to collect primary data. The findings show that authors have a challenge in terms of identifying the right target market on their social media accounts. The findings further show that social media platforms do not necessarily guarantee sales; instead, they are crucial for creating awareness.

scholarly journals Determining consumers’ reasons for visiting shopping malls

2016 ◽  
Vol 12 (2) ◽  
pp. 22-27 ◽  
Author(s):  
Sipho Makgopa
Keyword(s):  
South African ◽  
Descriptive Analysis ◽  
Jel Classification ◽  
Marketing Strategies ◽  
Capital City ◽  
Shopping Mall ◽  
Future Research ◽  
Retail Market ◽  
Analysis Method ◽  
Shopping Malls

The level of competition in the retail market is high and demands a need to manage shopping malls appropriately and understand the general consumer behavior during visits at shopping mall in terms of their main reasons for visiting the mall and attitude in order to attract shopping mall visitors to visit these malls. The purpose of the study aimed to determine consumers’ main reasons for visiting the shopping mall and their frequency of visits at the mall. A quantitative approach was followed to realize research objective using interviewer-administered questionnaires for data collection. The data were collected at regional shopping mall/centre in the capital city of South Africa, Pretoria. A descriptive analysis method was used to analyze the quantitative data. The findings of the study revealed that the consumers visit the shopping mall with certain reasons in mind and the frequencies of visits of these consumers vary. This study contributes to the current literature and provides valuable information to South African retailers and shopping mall managers, with regard to marketing communications and marketing strategies that aim to increase the frequency of visits of consumers at the shopping mall. Suggestions for future research are provided. Keywords: shopping mall, shopping reasons, consumption activities, mall-initiated activities, social activities. JEL Classification: M31, M32

scholarly journals Attitude Towards Shopping Mall Purchasing Behavior

2020 ◽  
Vol 23 (2) ◽  
pp. 207-228
Author(s):  
Raju Bhai Manandhar
Keyword(s):  
Strong Association ◽  
Sampling Technique ◽  
Shopping Mall ◽  
Purchase Behavior ◽  
Primary Data ◽  
Consumer Attitude ◽  
Purchasing Behavior ◽  
Shopping Malls ◽  
The Relationship ◽  
Structured Questionnaire

Consume attitude is multidimensional and it has been one of the main concepts used to explain individual differences. This study aims to examine the relationship between overall attitude and shopping mall purchasing behavior and impact of advertising and purpose to visit on shopping mall purchasing behavior in Nepalese consumers. The present study is descriptive and analytical in nature. Structured questionnaire technique under survey approach was applied for collecting primary data with five point Likert scale questionnaire. The population of this study targeted the consumers of shopping malls in Kathmandu valley. The sample size has been derived for unknown population that is 384. The judgmental sampling technique was used in this research to make this study more inclusive and representatives. Descriptive statistics and inferential statistics (correlation analysis and regression analysis) have been used to analyze the data. It is found that there is strong association between shopping mall purchase behavior and overall consumer attitude. The study found that purpose to visit has impact on shopping mall purchase behavior. The study also found that advertisement has no significant impact on shopping mall purchase behavior.

scholarly journals The Impact of Watching Television Sports Channels in Promotion of Sports Activities among the Students of University of Sargodha

2019 ◽  
Vol IV (I) ◽  
pp. 95-107
Author(s):  
Sajjad Ali ◽  
Muhammad Saqib Ilmas ◽  
Shajee Hassan
Keyword(s):  
Statistical Tests ◽  
Sampling Technique ◽  
Chi Square ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Chi Square Test ◽  
Set Up ◽  
The University ◽  
The Impact ◽  
Sports Activities

This study analyzes the impact of watching television sports channels on the promotion of sports activities among the students of the University of Sargodha. The aim of the study is to explore the impact of sports channels on students. Previous researches are used to set up the concepts of the present study. In this research, a survey technique is used to collect the data. The population of the study consists of male and female students of the University of Sargodha. In this research, the Stratified and Purposive sampling technique is used, through which specification characteristics of the respondent's demographics. The study explores the impact of sports channels in the view of Uses and Gratification Theory. The data for this study is collected through the use of a well-designed questionnaire. Chi-square test and other statistical tests like ANOVA and t-Test are applied to test the hypothesis. The finding shows that more the exposure to TV sports channels more the information level of students of the University of Sargodha.

scholarly journals Metodología para la rehabilitación de grandes centros comerciales

2018 ◽  
Author(s):  
Jorge Carretero Monteagudo
Keyword(s):  
Urban Area ◽  
Sao Paulo ◽  
Shopping Mall ◽  
Low Density ◽  
São Paulo ◽  
Shopping Malls ◽  
Urban Background ◽  
Suburban Areas ◽  
Architectural Features ◽  
The City

El estudio de las características urbanas y arquitectónicas, y las posibles medidas de rehabilitación para los centros comerciales de gran tamaño, fueron el punto de partida para evaluar la sostenibilidad medioambiental y urbana de los mismos. En la presente tesis, se desarrolló una metodología de evaluación de cara al análisis de las medidas de rehabilitación que pudieran aplicarse sobre un centro comercial. Se consideraron cuatro familias de medidas: Rehabilitación ecoeficiente, inserción de elementos verdes, inserción de usos en el centro, y una familia de medidas de rehabilitación aplicadas sobre el entorno urbano. Ocho casos de centros comerciales fueron analizados: tres en el contexto urbano de Sao Paulo, tres en el contexto urbano de Madrid, y tres en el contexto de la Norteamérica suburbana. El resultado del estudio permitió establecer un criterio para orientar las operaciones de rehabilitación de centros comerciales hacia ciertos ámbitos de la sostenibilidad. Las conclusiones finales del estudio fueron que es importante considerar varias medidas de rehabilitación de forma simultánea, a la vez que considerar en la escala urbana global para lograr una mejora relevante de cara a la sostenibilidad. Esto último especialmente en centros comerciales ubicados en entornos periféricos de baja densidad. Abstract. The studio of both the urban and architectural features, as well as the retrofitting means of application on a shopping mall, was the parting point to evaluate the sustainability of large surface shopping malls. A methodology to evaluate the efficacy of the retrofitting means of application on malls was developed, considering four families of retrofitting means: Eco efficient refurbishment, insertion of green elements, insertion of uses, and a family of retrofitting means applied in the urban area surrounding the mall. Eight cases were analyzed: Three located in the urban background of the city of Sao Paulo, Three located in Madrid, and two located in the background of the Suburban U.S.A. The result of this study was the establishment of criteria to focus the operations of any retrofitting program applied on a shopping mall towards some facts related to sustainability. Being the final conclusions, the affirmation that is important to consider various means of retrofitting simultaneously on the shopping mall, as well as to consider the wide urban scale to be retrofitted, in order to achieve a relevant improvement towards sustainability. Specially in cases of shopping malls located in low density suburban areas.

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