Rodney Duffett

Cape Peninsula University of Technology | CPUT · Department of Marketing

A majority of service learning (SL) studies focus on the student benefits and challenges, whereas few consider the organization (community partner) viewpoint. This study examines the value that small businesses place on a marketing-oriented SL project run by the academic Marketing Department at the Cape Peninsula University of Technology in South A...

The study focuses on investigating the fashion clothing buying behaviour and potential brand loyalty within Generation Y by using buying antecedents, demographic, and behavioural variables. Samples of 400 people (Romanians/South Africans) were considered in a step-by-step methodology, using principal component analysis and logistic regressions. A r...

The recent COVID-19 pandemic, and subsequent invasion of Ukraine by Russia, has demonstrated to the world the volatile and fragile nature of global supply chains. Hence, this study is based on research gaps that propose new sustainable business-to-business (B2B) procurement/supplier models that consider different factors across industries and uses...

This paper develops a framework for a generic retail stakeholder charter that addresses expectations of relevant retail business stakeholders to achieve success and sustainability. Hevner's design science research model was used for the development of this framework. Relevant literature on retail business management, stakeholder theory, and existin...

The success of small, medium, and micro enterprises (SMMEs) is especially important for increasing employment and economic growth that is sustainable in developing nations. SMMEs are reported to be more successful if they use particular business management strategies compared with those that do not implement such strategies. Service-learning projec...

There has been a significant increase in research around Corporate Social Responsibility (CSR) in the sport management context and it has been argued that CSR outcomes have marketing implications. Despite this increase, there is a gap in identifying the influence that CSR initiatives have on marketing performance within a professional sport managem...

Purpose of the Study: This study examines the effectiveness of a service learning program (SLP) in South Africa from the perspective of small businesses that received student input. The study also highlights important issues in developing and implementing SLP programs. Method/Design and Sample: The study provides a descriptive evaluation of a SLP v...

Millennials’ advanced knowledge and exposure to product experiences, and irrelevant placement of online advertising has led to an increase of online advertising avoidance. However, effective online advertising design may assist in establishing more positive sentiments towards digital forms of marketing communication. The study used the visual rheto...

A number of marketing and marketing communication service learning (SL) projects/student-run agencies (SRAs) are used to provide real clients with valuable services, resources, knowledge and many other benefits. However, most research only examines the student benefits, so this research addresses the research gap by considering the community partne...

There is a dearth of sport marketing research investigating the strategic potential of socially responsible sport marketing practices for organizations in the sport management industry. Despite the more recent focus on this the emergent topic within marketing literature, there is a lack of application of cause-related marketing (CRM) and social mar...

This study ascertains if YouTube (YT) commercial communication (CC) influences the organic electronic word-of-mouth (eWOM), purchase intention and purchase associations among young consumers. A sequential sampling method was employed in a survey of 2,122 South African high school learners. Structural equation modelling was utilised to investigate t...

This research investigates the influence of Twitter advertising on the purchase intentions and purchase attitudes of the Millennial internet users in India, as well as to assess if the usage and demographic variables had an influence on their buying intentions and buying attitudes. A convenient sample was used to survey 500 Indian Millennials via s...

A number of SMEs lack the essential marketing skills, knowledge, tools and resources, and financial access to ensure the survival of their businesses. Service learning could be used as an effective pedagogy for assisting SMEs with vital marketing communication (MC) strategies via the development of tools and resources that may increase business gro...

This study investigated a service learning programme (SLP), which was established by the Marketing Department at the Cape Peninsula University of Technology (CPUT) in South Africa. The purpose of the SLP was to provide community partners (small businesses) marketing services at minimal or no cost by granting undergraduate marketing students the opp...

Social media has facilitated interaction between businesses and consumers, and consequently, has seen rapid growth as a communication channel by a number of smaller retailers in South Africa. Hence, the primary research objective of this study is to explore social media usage as a marketing communication strategy by independent food retailer small...

Social media innovation is deemed as a revolution that has the ability to modify the manner in which business is conducted at present. One of the key competencies of social media marketing is the promotion of communication between consumer and organisations utilising social media channels such as blogs, Facebook, Twitter and numerous other social n...

Social media and social network platforms have become an important alternative communication channel for businesses. Technological developments on the internet and the accessibility it affords has increased the consumers’ reliance on social media as a source of information. The interactive nature of this medium has provided small businesses with th...

The commercialisation of the sport industry has led to an awareness that they are in competition with other industries like the entertainment industry for the consumer’s attention and money. Therefore, the sport industry needs to be able to capture and keep the consumer’s attention through sport marketing. However, marketing has increasingly been a...

The presentation paper considers the following on “Thesis by Publication”: What is a “Thesis by Publication” (“PhD by Publication” or “Thesis by Article”)?; General Guidelines; Co-authorship Guidelines; Structure; Typical Formatting Guidelines; Advantages of Thesis by Publication; and Challenging Factors to Consider in the Thesis by Publication For...

The continued growth for both smartphone usage and mobile applications (apps) innovations has resulted in businesses realizing the potential of this growth in usage. Hence, the study investigates the antecedents of customer satisfaction due the usage of mobile commerce (mcommerce) applications (MCA) by Millennial consumers in South Africa. The conc...

Social media has an enormous influence on the manner in which people look for and distribute data, and select a tourist destination. Hence, research was undertaken to ascertain the role of social media as a communication and marketing tool for Cape Town tourist attractions (Cape Point, Groot Constantia Wine Estate, V&A Waterfront, Table Mountain A...

Coloured people's entrepreneurial efforts in South Africa are mostly survivalist. Although most of the selected suburb's youth have high entrepreneurial intentions, most do not become successful entrepreneurs. We are hoping to understand why people think this. Indisputable are the inadequacy of entrepreneurial education and training, a heavily skew...

The study investigates fashion clothing buying behaviour, appraising motivation, stores, gender, income sources, buying frequency and budget for clothes, pursuing to establish if brand loyalty exists for a part of Generation Y (25–29 years old). Samples of 400 Romanians and South Africans, principal component analysis and logistic regressions were...

Recent literature argues that businesses have embraced socially inclined business practices. Similarly, the sport industry has engaged socially responsible business strategies, which studies have shown to have some positive marketing related outcomes for the professional sport organisations (PSOs). This proposes that PSOs can strategically identify...

YouTube (YT) is the largest global digital video information and communication technology (ICT) channel and has become an important channel for companies and their brands to reach younger target markets with their marketing communications (MC). The main objectives of this research are to determine the effect of YouTube marketing communications (YTM...

Purpose – The main purpose of the study is to determine international leisure tourist perceptions with regard to crime, to assess the influence of demographic factors and to investigate the influence of prior, during and post-visit measures on international leisure tourists’ crime perceptions. Design/methodology/approach – A personal intercept int...

This paper/workshop is primarily directed at NEW researchers (students and university staff), and provides an overview of the following writing for publication topics: publish or perish; types of periodicals; generic structure of a research article; the writing process; blocks to writing; selecting the right journal; the peer-review process; and de...

With South Africa and the rest of the globe in lockdown for COVID-19, every citizen is finally grasping the meaning and extent of the word “pandemic”. Yet, there are other “silent pandemics” that receive insufficient media attention, viz. the obesity “pandemic” and the inactivity “pandemic”, which were first described in 2012. The prevalence of obe...

YouTube (YT) is the largest online video digital channel with more than 2 billion users, and over a billion hours of YT videos are viewed every day, particularly among young consumers. YT has become a massive marketing communication platform, which serves as a medium to target the lucrative Generation Z cohort (first born in the late 1990s), and in...

As the sporting industry has become more professionalised, there have been an increased number of studies focused on corporate social responsibility (CSR) engagement within this sector. However, with unique aspects of professional sport organisations and limited studies on this in developing market contexts, this paper reports on a study that aimed...

The study aims to investigate the effect of the intention-to-purchase on purchase among South African and Romanian Generation Y respondents owing to YouTube advertising and to determine if a country, usage and demographic variables have an influence on this behavioural relationship. Quantitative research was conducted via a survey of 400 South Afri...

Travel agencies through their employees should reconsider their role of mere intermediaries between tourists and destinations. They should focus on uncovering needs and desires to match them with tailored offers developed together with tourism destinations. On the other hand, tourism destinations should be able to rely on travel agencies to underst...

The primary purposes of this study are to consider the influence of YouTube marketing communication (YMC) on awareness and knowledge among Generation (Gen) Y cohort respondents in South Africa (SA) and Romania (RO) and to establish if country, demographic, and usage (independent) variables have an effect on this cognitive attitudinal association. M...

The omnipresent role of online information and communication technology (ICT) channels in the lives of Millennial consumers is universally recognised in industry and academia. The persistent usage of ICT platforms such as social media, especially digital video sharing conduits (e.g., YouTube), among the Millennial cohort has become an important mar...

The aim of this paper is to ascertain the usage of price comparisons and avoidance of impulse purchases regarding in-store food-buying practices among consumers who reside in low, middle and high socio-economic status (SES) regions. The article will also focus on the effect of shopping characteristics and socio-demographic factors on in-store food-...

The study focuses on green competitive advantage from a multi-dimensional perspective, investigating the impact of green marketing tools and company descriptive variables on these dimensions. The data were collected from small, medium and micro enterprises (SMME) from Western Cape/South Africa, an area marked by long-term water consumption restrict...

The purpose of this paper is to determine consumer perceptions toward sugar content of fruit juice (FJ) products in South Africa amid the current sugar tax debate. The paper also ascertains how and if consumption patterns and socio-demographic factors are associated with consumer perceptions toward FJ sugar content. A cross-sectional study was cond...

The health effects of 100% fruit juice have received widespread attention from both scientific and public forums. However, much of this literature has placed emphasis on the possible negative health risks of consuming pure (100%) fruit juice (PFJ). This research aims to explore South African consumers’ attitudes towards the health benefits of PFJ,...

Objectives: The study ascertained consumer perceptions of differences between fruit juice classifications regarding their respective health benefits and sugar content. The research also considered the influence of consumption patterns and demographic factors. Design: A cross-sectional quantitative study design was used via a structured self-admini...

Purpose The purpose of this paper is to determine whether there is a difference in the development of shopping lists and use of advertisements as pre-store food-buying practices in terms of planned shopping by South African consumers who dwell in different socio-economic status (SES) areas. The paper also considers the influence of shopper and soc...

The tremendous proliferation of social media (such as Facebook) has provided digital information and communications technology (ICT) platforms that enable Generation Z to instantaneously and uninterruptedly interactive one another and the rest of the globe. The primary aim of this research is to investigate the influence of Facebook commercial comm...

Purpose – This article examines the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South Africa. The study also considers the impact of a number of additional factors such as usage (access, length of usage, log-on frequency, log-on duration and profile update i...

Online interpersonal interaction and communication has become an important aspect of social activities, especially among Millennials (young adults). However, the African continent has the lowest Internet access across the globe, but the development and rapid adoption of mobile technology has led to a major increase in the usage of Internet and new...

The social media have grown at an exponential rate in recent years, especially amongst the youth (known as Millennials) in South Africa, who access social media primarily via mobile devices; these have served as an additional catalyst to fuel this growth. The rapid advancement of social media is also attributed to the Millennials’ desires for socia...

The rapid growth of social media has resulted in digital information and communications technology (ICT) channels for individuals, especially the youth, to connect with each other and the rest of their world. Consequently, instant messaging (IM), social network sites (SNS) and other mobile applications have become an integral part of life, as well...

Purpose – The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intention-to-purchase and purchase perceptions. Design/methodology/a...

The advent of digital and social media has resulted in noteworthy changes in the advertising and marketing environment, which have required companies to approach young consumers in a different manner. Gen Y (young adults) consumers are dependent on the Internet, social network sites, instant messaging and mobile devices to search, organise and tran...

Social media has irrevocably transformed the manner in which society communicates and has altered perceptions and attitudes. The proliferation of Facebook usage has connected consumers to each other, to marketers and to brands in a manner that is as inventive, and has altered the world as we know it. However, research on Facebook is still in its in...

The ubiquitous role of technology in the lives of Generation (Gen) Y consumers is commonly recognized in scholarly circles, as well as the pervasive use of interactive and social media among younger consumers, which is significant for marketers from an advertising perspective. Widespread usage of social media such as Facebook is generating billions...

Generation Y is the first high-tech generation and is completely dependent on mobile devices and social media to complete various daily tasks, since these individuals have grown up in an epoch of rapid technological innovation and development. Social media’s escalation in popularity has been noticed by organisations who desire to find new ways to r...

Founded in 2004, the establishment of Facebook has altered conventional advertising by enhancing a basic human need to communicate by allowing businesses to both listen and interact with consumers directly. The sharing of information with people of similar interests not only allows consumers to connect with friends and loved ones, but also allows c...

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 ado...

Africa is a third-world continent and is known to have the lowest Internet access in the world. However, this is changing with an increase in mobile device ownership. It was discovered that most consumers are influenced by mobile advertising through the Internet. The research was based on a study of working class Millennials with regard to the effe...

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 t...

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 advertisin...

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 indus...

Internet usage in South Africa (SA) grew by 25% in the past year, according to World Wide Worx (Goldstruck, 2012); hence decision makers are attempting to identify ways in which companies can make profitable use of social media applications. There are many companies that have already invested in social media to foster relationships and interact wit...

Social media has become an important part of advertising; hence reason the purpose of this study is to determine effectiveness of BlackBerry Messenger (BBM) advertising. This study seeks to gain insight into the midst of advertising to high school students and ultimately to provide marketers with information that will assist in effective adverting...

According to Lim and Chung (2013:39), word-of-mouth (WOM) is an informal mode of communication about the evaluation of goods and services between consumers who are independent of marketers. WOM plays an important role in shaping consumers’ attitudes and behaviours about brands. Consumers always search for information from other consumers to make mo...

The establishment of Facebook, by Mark Zuckerberg in 2004, has improved conventional advertising by enhancing a human need to communicate by allowing businesses to both listen and interact with consumers directly. Facebook is providing a platform of networking between customers and consumers to interact with each other. Facebook allows users to sha...

The purpose of this study was to investigate the effectiveness of BlackBerry Messenger (BBM) advertising, and how it affects intention-to-purchase behaviour amongst young adults. Mobile advertising has become the trend for marketer’s to reach consumers on a personal scale with less interference from competitors. About 75% of cell phone users in Sou...

Social media is big and is growing faster than any other technology (Mattern et al., 2012). Facebook has become the biggest social network in South Africa with 9.4 million active users (2013) while 87% of users access Facebook on their mobile phones (Fuseware, 2014). The youth is a lucrative market to target (Lange, 2010). Thus, Facebook’s massive...

Facebook is an online social networking site that has since spread across the country and has grown immensely, since its inception. Facebook started out as a platform to socialise and network but over the years it has grown to being a platform where businesses can advertise their products to people with interest, in relation to their marketing offe...

Companies are highly involved in mobile marketing, since these types of campaigns have proved markedly effective for their brands to reach their customers. Internet advertising is highly interactive, which makes it an important marketing communications channel, as it provides direct feedback to marketers from their customers (Ma & Lia, 2010:7). Ins...

The Internet has become the most used platform for communication, with marketing, sales, and even recruitment occurring online. Companies that use online advertising are able to interact with potential customers by using social networking sites such as Facebook. However, little is known in South Africa (SA) about attitudes towards Facebook as an ad...

Africa has small Internet penetration figures when compared to the rest of the world. This phenomenon is primarily owing to Africa’s poor infrastructure and high levels of poverty (Pizzi, 2013). However, SA Good News (2013) reveals that South Africans access the Internet three times more than the rest of Africa, thereby placing South Africa above t...

‘One in three people in the world have an active Facebook account, which provides marketers with an exceptional marketing communication tool’ (Curran et al., 2011). Facebook is expressed as a social network, whereby users create a profile of themselves, which comprises of various forms of personal information (Hoy & Milne, 2010:28). Due to the rapi...

Africa has a low level of Internet penetration owing to infrastructure challenges tied to the continent’s poverty, vast area and large rural population. An increase in availability of mobile phones has increased the usage of social networks, but Africa has not yet caught up to other countries (Anon, 2014). A study was conducted with a research popu...

YouTube advertising is effective, as it allows marketers to demonstrate product attributes. Little is known about YouTube usage characteristics of adolescents, and whether or not it influences perceptions on YouTube advertising. The objective of this research was to establish if usage factors have an influence on adolescents’ perceptions towards Yo...

Although Twitter is the third largest social media platform in South Africa (Goldstuck & Wronski, 2013), little research has been conducted on the influence and perceptions (in terms of awareness and knowledge) of Twitter as a marketing communication platform, both locally and worldwide. Hence, an investigation into the effectiveness of Twitter adv...

YouTube is one of the biggest social networks and arguably the most popular among the youth when taking into consideration its abundance of social material and videos. Many argue that YouTube is a brilliant marketing and advertising tool when trying to reach younger consumers. Understanding consumers’ online shopping orientation will support market...

Africa has the lowest Internet access in the world with only 11.4% of the population having access to the Internet, and a majority accessing it via their mobile phones (Patel, 2012). YouTube is a video sharing website, with over 2 million active monthly users in South Africa (Grossman, 2012:38-43), giving advertisers an opportunity to reach Generat...

Africa has the lowest Internet access in the world, but this is changing due to the high cell phone incidence, and as a result social media usage has increased, especially amongst the youth. Social media advertising has thus become a prevalent instrument for marketers, but little is known regarding the effectiveness of the said advertising. Learner...

Social media has exploded into society and increased the speed of communication with roughly 373 million users. This has become a hub amongst marketers and has created business opportunities. The establishment of YouTube in 2005 has altered conventional advertising by enhancing a basic human need to communicate through interaction with consumers di...

Research has shown that Africa has the lowest Internet access in the world. However, this is changing for the better as mobile devices are growing rapidly in numbers; there are nearly 32 million Internet-capable cell phones in South Africa (Maake, 2012). MXit, a social networking site, which has grown immensely over the past few years, now has over...

Many companies have jumped on the social media bandwagon just because it is seen as an avenue to reach millions of people in one place, at the same time (Goldstuck, 2012). The latter statement is true but what does it mean for those brands? How efficient is Facebook advertising? It is therefore, the main objectives is to discover the influence of a...

MXit has the greatest level of growth for a mobile social network in the world (MXit, 2013). These kinds of membership figures has drawn exposure to eager advertisers to utilise the social network for marketing directly to the consumer, no matter where they are, at any time of the day on their mobile phones. Questions have risen as to the relevance...

Black economic empowerment and employment equity aims to enable black people in South Africa make a noteworthy contribution to the local economy by irreversibly altering the racial profile of management echelons and all employment levels. The advertising industry has been criticised for its slow empowerment advancement and were investigated for all...

The advancement of transformation has been a protracted and complex process, but the South African (SA) government has made some degree of progress with the gazetting of Black Economic Empowerment (BEE) legislation over the past decade. The SA advertising industry received criticism for its sluggish transformation progress, which led to allegations...

Black Economic Empowerment (BEE) endevours to enable Black people in South Africa (SA), to make a notable contribution to the economy by irrevocably changing the racial profile of ownership and employment echelons of all organisations in SA (SA DTI 2004: 4–5). The transformation process in SA has been a long and difficult one, with the government s...

Black economic empowerment (BEE) aims to enable black people in South Africa, as legislatively classified, to make a noteworthy contribution to the local economy by irreversibly altering the racial profile of ownership, management echelons and all employment levels of existing and new organisations (SA dti 2004: 4–5). The transformation process in...