The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe

Makudza, Forbes; Mugarisanwa, Cleopatra; Siziba, Shingirai

doi:10.29333/djfm/9299

Cited by 23 publications

(11 citation statements)

References 10 publications

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“…Purchase intention is outlined because the client's likelihood of buying a product or a service within the forthcoming and it is straightforwardly associated with consumer perspective (Makudza et al, 2020). Purchase intention may be quite decision-making (Mirabi et al, 2015).…”

Section: Consumer Purchase Intentionmentioning

confidence: 99%

Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

Eti

Horaira

Bari

2021

IJRBS

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The study was motivated by the need to highlight the roles played by social media marketing on consumers' purchase intention during the COVID-19 pandemic. Since it was a quantitative study, hypotheses were tested to generate findings. We used IBM SPSS 25.0 software to analyze using reliability statistics, descriptive statistics, and IBM SPSS Amos 26.0 software was used to do confirmatory factor analysis for the purpose of developing hypothesis, and SEM used for trying to fit the model. The primary data was mustered by personal interview in an online survey method through a structured questionnaire with five-point Likert scales from 240 Bangladeshi online consumers. These findings publicized that social media marketing (Facebook, Instagram, and YouTube) a significant stimulus on consumers purchase intention during COVID-19, and all factors except discount or coupon offer and brand awareness had an epoch-making and constructive connection with consumers’ purchase intention during the coronavirus malady (COVID-19) epidemic in Bangladesh.

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Section: Consumer Purchase Intentionmentioning

confidence: 99%

Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

Eti

Horaira

Bari

2021

IJRBS

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“…However, nation brands are far bigger than Nike or Nestlé. Makudza, Mugarisanwa and Siziba (2020) introduced the aspect of social media which can be incorporated in the branding of nations. This follows the dictates of brand globalisation and the fusion of social commerce in communicating brand attributes.…”

Section: The Concept Of Nation Brandingmentioning

confidence: 99%

Nation branding: Twenty-first century branding dynamics impacting emerging economies in the global marketplace

Masengu¹

2021

SBJ

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This study examines the extent to which nation branding antecedents can be leveraged to create a strong nation brand for emerging economies. The Anholt (2002) nation branding model was quantitatively applied to develop a hexagon of factors which can affect developing economies. The Republic of Zimbabwe was targeted for analysis due to its national brand challenges and the negative brand equity. Data for the study was collected using structured questionnaires. Structural equation modelling (SEM) using Amos Graphics was the main tool for analysis. Findings suggest that government regulatory framework is the single most important key nation brand element which influences emerging economies’ brands today. This is followed by tourism, natural resources, sport and entertainment, diasporic citizenry, and religion. The study concluded that if these affordances are capitalised, nation branding for emerging economies can be greatly improved by 58%. The study recommends government and private sector stakeholders to take active roles in capitalising these affordances in order to achieve the nation brand equity

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“…It is something that even middle-sized and small countries can also take advantage of owing to the rapid globalisation and eradication of national boundaries in commerce and trade. Gosling (2021) stated that more and more countries around the world are embracing nation branding for the global market through social media in order to differentiate themselves on the world stage and to strengthen their economic performance in such key areas as exporting, inward investment, and tourism (Makudza, Mugarisanwa and Siziba, 2020).…”

Section: Nation Branding and The Global Marketmentioning

confidence: 99%

“…Anholt (2003a) argues that a powerful and appealing nation brand is the most valuable gift that any government can bestow to its exporters since it imparts an 'unfair' advantage in the global marketplace. Makudza (2020) further adds the aspect of customer experience which drives likability of brands. For local or imported products, customers need more than just a core product but an experience which is augmented by the benefits and attributes of renowned brands from countries with a positive nation brand equity.…”

Section: The Power Of Country Of Origin (Coo)mentioning

confidence: 99%

Adoption of corporate social responsibility (CSR) initiatives in promoting sustainable wildlife conservation in communities around Hwange national park, Zimbabwe

Obert¹,

Daniel²,

Chinhoyi³

et al. 2021

SBJ

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Though there are various Corporate Social Responsibility (CSR) initiatives by the Zimbabwe Parks and Wildlife Management Authority (ZPWMA), through the Communal Areas Management of Indigenous Resources (CAMPFIRE) and wildlife conservation in Zimbabwe is facing perennial challenges that range from illegal hunting, wildlife habitat fragmentation, and wildlife retaliatory killings. The main objective of the study is to assess the adoption of effective CSR initiatives on communities around Hwange National Park on wildlife conservation. A case study research design was used where the target population was communities living around Hwange National Park. Purposive and simple random sampling techniques were used. The data collected from questionnaires was analysed using SPSS and interview data was placed into thematic areas according to objectives. Findings were that there is a legal framework for CSR in place but the challenge is on its implementation. It was noted in the study that the community is not being involved in the conservation of wildlife. The findings also indicated that the economic situation is affecting the daily operation of Hwange National Park; hence, there is reduction of CSR funding which includes the provision of social services. From the study, it was observed that some of the infrastructure like boreholes and roads were no longer being serviced on time due to limited resources. The study recommends that the use of education and awareness campaigns are essential for the conservation of the resources in the protected area.

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The Effect of Social Media on Consumer Purchase Behaviour in the Mobile Telephony Industry in Zimbabwe

Cited by 23 publications

References 10 publications

Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19

Nation branding: Twenty-first century branding dynamics impacting emerging economies in the global marketplace

Adoption of corporate social responsibility (CSR) initiatives in promoting sustainable wildlife conservation in communities around Hwange national park, Zimbabwe

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