scholarly journals The Impact Of Viral Marketing On Corporate Brand Reputation

2014 ◽  
Vol 13 (2) ◽  
pp. 213 ◽  
Author(s):  
Lawrence Mpele Lekhanya
Keyword(s):  
South African ◽  
Sampling Method ◽  
Small Sample ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Corporate Brand ◽  
Brand Reputation ◽  
Negative Comments ◽  
The Impact ◽  
Quantitative Nature

This paper reports on the impact of viral marketing on corporate brand reputation. The study aimed to analyse and evaluate the use of viral marketing and the impact it has on the reputation of corporate branding of South African companies. The study was conducted in four South African provinces. The sample consisted of 75 companies, selected using a stratified sampling method, with respondents completing a five-point Likert scale questionnaire with the assistance of an interviewer. The results revealed that the majority of respondents were either neutral or disagreed that people make positive comments about their companies via viral marketing. The paper will benefit company managers, marketing managers, company owners, and all affiliated stakeholders in emphasizing a new way to consider future viral marketing strategies, understanding its impact on corporate brand reputation, and how to manage negative comments pertaining to corporate brand reputation. Most work on viral marketing has concentrated on viral marketing campaigns, with little emphasis on the impact of viral marketing on corporate brand reputation. The findings are limited by the studys exploratory, quantitative nature and small sample. Generalizing should be done with care and further research with larger samples and consideration of other provinces is therefore recommended.

scholarly journals Assessment literacy of foundation phase teachers: An exploratory study

2015 ◽  
Vol 5 (1) ◽  
pp. 26 ◽  
Author(s):  
Anil Kanjee ◽  
Jane Mthembu
Keyword(s):  
South African ◽  
Small Sample Size ◽  
Summative Assessment ◽  
Small Sample ◽  
Assessment Literacy ◽  
Learning Needs ◽  
National Assessment ◽  
Curriculum Policies ◽  
Use Of Assessment ◽  
The Impact

This study explores foundation phase teachers’ assessment literacy, and their understanding and use of formative and summative assessment. Using questionnaires, observations and interviews, data were obtained from Grade 1, 2 and 3 teachers from a school each in quintile 2, 3 and 5. Teachers from all three schools demonstrated equally low levels of assessment literacy. While understanding of summative assessment was noticeably higher, all teachers demonstrated very poor understanding of formative assessment. Notwithstanding the small sample size, the study highlights the need for professional development programmes to focus on enhancing teachers’ assessment literacy. It also calls for additional research on a conceptualisation of assessment literacy that is relevant to South African teachers, and for determining the impact of concepts and practices advocated in the national assessment and curriculum policies on teachers’ use of assessment to address the learning needs of all learners across schools in the different quintile categories.

scholarly journals Analysis and Forecast of Marketing Strategies and PR in the Condition of the Coronavirus Pandemic

2020 ◽  
pp. 101-108
Author(s):  
Iryna ROMANIUK ◽  
Otabeh AZIZOV ◽  
Olena ZAIIKA ◽  
Oleksandra MANDYCH
Keyword(s):  
Marketing Strategies ◽  
Content Creation ◽  
Advantages And Disadvantages ◽  
Online Purchases ◽  
Brand Reputation ◽  
Target Segment ◽  
Standard Vector ◽  
The Cost ◽  
The Impact ◽  
Organic Resources

The current coronavirus crisis is forcing many companies to adjust their strategies and marketing plans. It would be a big mistake to abandon promotion altogether, because for the market, a crisis is not a destruction, but a changing environment. Who will be able to adapt to change and most importantly — to prepare for the next stage, success awaits. But we must act carefully and with a view to the future. Thus, the aim of the article is to identify the role of marketing strategies and PR during coronavirus, analyze the advantages and disadvantages of existing marketing strategies, as well as to develop a mechanism for selecting the most successful of them. It is investigated that the increase of online purchases leads to an increase in the impact of in-app advertising, more developed logistics in the regions; consumers also prefer remote methods of product selection more often than personal shopping. It is determined that non-standard vector for improving the brand reputation are educational or commercials. It is also investigated that socially-oriented marketing successfully replaces part of traditional communications; however, the proportion of routine interactions still requires routine audience work practices. Socially-oriented topics should include: communication about the internal structure of the company and measures to adapt to the conditions, assistance and special conditions for its employees; publications on external prosocial, such as donations; use of the platform as a training platform, dissemination of educational material; manifestation of sectoral solidarity. It is considered that thematic strategies optimally fit into anti-crisis procedures. It is determined that a more tolerant attitude to the private sector allows to level the negative with less effort and produce an organic positive through communication with people; the population spends more time and effort on consumption and content creation, but is oversaturated with dry and pragmatic formats. It has been investigated that search engine promotion supports the position of the site for the sake of filling the marketing funnel, not just conversions; the combination of channels reduces the cost of context and targeting, allowing you to clearly specify the audience and spend organic resources only on the target segment.

The role of viral marketing strategies in predicting purchasing intention of eco-labelled products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sahar Hosseinikhah Choshaly ◽  
Marva Mirabolghasemi
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Descriptive Analysis ◽  
Cost Effective ◽  
Marketing Strategies ◽  
Viral Marketing ◽  
Content Type ◽  
Purchasing Intention ◽  
The Impact

Purpose Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level of information, level of entertainment, irritation level and source credibility) on the purchasing intention of eco-labelled products. Design/methodology/approach The sample consists of a total of 200 shoppers in Hyperstar store in Tehran located in the Tehran Pars area. Data is analysed using descriptive analysis and structural equation modelling technique using Smart partial least squares 3.0. Findings Findings indicate that informativeness, entertainment and source credibility are positively related to the purchase intention of eco-labelled products, whereas, irritation is negatively related to the purchasing intention of eco-labelled products. Practical implications This study provides directions for green marketers to develop meaningful communication tools to make customers more knowledgeable about eco-labelled products and tries to promote some of the positive associations that consumers have through green viral communication behaviours. Originality/value This study offers empirical insights from the perspective of an emerging economy on the determinants of purchase intention of eco-labelled products.

scholarly journals Indonesian Tourists’ Perception regarding Singapore’s Tourism Television Commercial

2020 ◽  
Vol 11 (3) ◽  
pp. 197-207
Author(s):  
Mohamad Yusuf ◽  
Edward Giordan Santoso
Keyword(s):  
Behavioral Intention ◽  
Sampling Method ◽  
Marketing Strategies ◽  
Destination Choice ◽  
Research Needs ◽  
Television Commercial ◽  
Perceived Values ◽  
The Mean ◽  
The Impact ◽  
Intention To Revisit

The research aimed to highlight the impact of the television commercial (TVC) on Indonesians’ perceptions regarding tourism in Singapore and their behavioral intention to visit Singapore. The research had five variables: hospitality and comfort/security, infrastructures and superstructures, cultural and natural attractions, perceived values, and behavioral intention. It utilized a quantitative method. About 267 samples were collected using a random sampling method. Data analysis was drawn from the mean difference for each variable. The findings indicate that the TVC has positive impacts on the studied variables. The result implies that understanding tourists’ perceptions about Singapore as a travel destination will help the stakeholders to formulate appropriate marketing strategies and position it as a destination choice. However, further research needs to highlight how each variable influences tourists’ behavioral intention to revisit Singapore.

Employment equity in the South African retail sector: Legal versus competence and business imperatives

2019 ◽  
Vol 39 (2) ◽  
pp. 84-104 ◽  
Author(s):  
Leon J Roman ◽  
Roger B Mason
Keyword(s):  
Performance Management ◽  
South African ◽  
Small Sample Size ◽  
Talent Management ◽  
Small Sample ◽  
Retail Sector ◽  
The South ◽  
Employment Equity ◽  
Cape Peninsula ◽  
The Impact

In 2013/14 a study entitled “Interventions to achieve employment equity objectives in the wholesale and retail sector” was conducted by the Wholesale and Retail Leadership Chair (WRLC) at the Cape Peninsula University of Technology on behalf of the W&RSETA (Sector Education and Training Authority). Objectives included assessing the impact of implementation of the Employment Equity Act (EEA) on retail organisations, and determining what supportive action regulatory authorities (the Department of Labour and the W&RSETA) and businesses could take to achieve employment equity (EE) goals. The study is therefore useful across the spectrum of the W&R industry, especially for employment relations practitioners and those tasked with EE implementation. The study followed a mixed-methods approach, using questionnaire surveys, in-depth interviews, case studies, focus groups and secondary data. Results indicated that EE tends to be numbers-driven at the expense of competence and talent management. Most respondents’ perceptions of EE implementation were negative, with the implication that a different approach is needed because the pace of change and transformation in the South African workplace is too slow. Although the small sample size limits generalisation of the findings, the study provides insight and direction for further research. This paper acknowledges that because EE is currently driven largely by meeting mandated targets for demographic change, the development of talent – in essence, competence – is lacking or inadequate. Thus, the recommendations propose a competency model linked to a performance management system, which could lead to an efficient EE talent management process. This process will enable organisations to develop, within the shortest possible period, competent individuals able to perform adequately in their positions, thereby maintaining or improving productivity; it also addresses effective succession planning.

Some Reflections on Reparation in Post-Apartheid South Africa, using a Couple Therapy Intervention as a Microcosm of South African Society

2011 ◽  
Vol 1 (2) ◽  
Author(s):  
Andrea Hill ◽  
Sylvia Poss
Keyword(s):  
South Africa ◽  
South African ◽  
Couple Therapy ◽  
South African Society ◽  
Depressive Position ◽  
Central Hypothesis ◽  
Transference And Countertransference ◽  
Constructive Engagement ◽  
The Impact ◽  
Therapy Intervention

The paper addresses the question of reparation in post-apartheid South Africa. The central hypothesis of the paper is that in South Africa current traumas or losses, such as the 2008 xenophobic attacks, may activate a ‘shared unconscious phantasy’ of irreparable damage inflicted by apartheid on the collective psyche of the South African nation which could block constructive engagement and healing. A brief couple therapy intervention by a white therapist with a black couple is used as a ‘microcosm’ to explore this question. The impact of an extreme current loss, when earlier losses have been sustained, is explored. Additionally, the impact of racial difference on the transference and countertransference between the therapist and the couple is explored to illustrate factors complicating the productive grieving and working through of the depressive position towards reparation.

An influence of social isolation on the level of physical activity as well as on well-being and mental state of people during the coronavirus COVID-19 pandemic

2019 ◽  
Vol 129 (4) ◽  
pp. 127-131
Author(s):  
Agnieszka Parfin ◽  
Krystian Wdowiak ◽  
Marzena Furtak-Niczyporuk ◽  
Jolanta Herda
Keyword(s):  
Physical Activity ◽  
Social Isolation ◽  
Small Sample Size ◽  
Statistical Tests ◽  
Population Group ◽  
Well Being ◽  
Small Sample ◽  
Subjective Well Being ◽  
Tract Infections ◽  
The Impact

AbstractIntroduction. The COVID-19 is the name of an infectious disease caused by a new strain of coronavirus SARS-CoV-2 (Severe Acute Respiratory Syndrome Coronavirus 2). It was first diagnosed in December 2019 in patients in Wuhan City, Hubei Province, China. The symptoms are dominated by features of respiratory tract infections, in some patients with a very severe course leading to respiratory failure and, in extreme cases to death. Due to the spread of the infection worldwide, the WHO declared a pandemic in March 2020.Aim. An investigation of the impact of social isolation introduced due to the coronavirus pandemic on selected aspects of life. The researchers focused on observing changes in habits related to physical activity and their connections with people’s subjective well-being and emotional state.Material and methods. The study was carried out within the international project of the group „IRG on COVID and exercise”. The research tool was a standardized questionnaire.Results. Based on the data collected and the analysis of the percentage results, it can be observed that the overwhelming majority of people taking up physical activity reported a better mood during the pandemic. However, statistical tests do not confirm these relationships due to the small sample size.Conclusions. Isolation favours physical activity. Future, in-depth studies, by enlarging the population group, are necessary to confirm the above observations.

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