Tinashe ChuchuUniversity of the Witwatersrand | wits
Tinashe Chuchu
Ph.D.
Associate Professor | Y-2 Rated Researcher by the National Research Foundation of South Africa.
About
109
Publications
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Introduction
Dr Tinashe Chuchu Ph.D. is a researcher rated by the National Research Foundation of South Africa. He currently works at the University of the Witwatersrand and specialises in Marketing.
Skills and Expertise
Publications
Publications (109)
The purpose of the study was to investigate perceptions towards the possible acceptance of electric vehicles (EVs) in an emerging market such as South Africa. Data was collected in Johannesburg, South African from 380 respondents and analysed in SPSS 29 and AMOS 29 where descriptive statistics and hypotheses testing were conducted respectively. Key...
The purpose of this chapter is to explore complex interactions between Zimbabwe's agritourism growth, economic factors, and their effects on agricultural trade flows in a number of select countries across the globe. The dynamic interactions among agritourism activities, economic indicators (such as GDP Deflator and Exchange Rates), geographic and t...
Purpose
This study aims to determine the impact of innovation conviction, innovation mindset and innovation creed on the need for achievement and the success of women entrepreneurs. The study also investigates the impact of entrepreneurial education in moderating the relationship between the need for achievement and women’s entrepreneurial success....
Purpose
The purpose of the study was to ascertain the influence of innovation conviction, innovation mindset and innovation creed on the performance of women entrepreneurs in South African small and medium enterprises and their capacity for innovation. The study also examined how proactive personality and entrepreneurial education moderate the rela...
Purpose
This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers' green purchase intention among consumers in Harare, Zimbabwe.
Design/methodology/approach
Data were collected from 329 consumers in Harare, Zimbabwe's commercial capital who were serv...
In a world of sharp transformation driven by digital technologies, education is facing a paradigm shift that exposes vulnerabilities and threats of Open Education models in the face of the trend of commodification. This article seeks to offer useful insights into the threats, challenges, and opportunities for open universities and massive online op...
The purpose of this chapter is to explore the effects of COVID-19 pandemic on tourism and hospitality. Motivation of the researchers in constructing the chapter was to logically alert the present-day and
future world tourism and hospitality business leaders on how to respond to the disruptive forces attributed to deadly viral pandemics like the of...
As the LGBTQ (lesbian, gay, bisexual, transgender and queer) lifestyle has gained increased acceptance among mainstream consumer groups, companies are recognising the need to tailor their marketing strategies to align with this consumer segment. The purpose of this study is to determine the influence of consumer innovativeness and personal identity...
The purpose of this chapter is to explore mobile financial technology ecosystem shaping financial inclusion in Zimbabwean banking and financial services markets. The chapter is based on a narrative approach of secondary data sources, mainly peer reviewed reputable journal articles. The purpose being to draw conclusions and identifying the research...
The paper examines the influence of opt-in e-mail marketing on consumer behaviour. The study attempts to extend the Stimuli–Organism–Response (S–O–R) theory that has been broadly explored in consumer research. Following a critical review of the literature organisation approach, a hypothetical model has been proposed for this study, based on identif...
Purpose
The market for counterfeit goods worldwide has continued to grow significantly over the years, attracting the curiosity of researchers in the marketing field. This study aimed to analyse the influence of price-quality inference and attitudes towards economic rewards of purchasing counterfeit products on the intentions to purchase non-decept...
Purpose
This study applies the modified brand avoidance model to examine factors that influence sustainable fashion avoidance behaviour among millennial shoppers in South Africa.
Design/methodology/approach
A positivistic approach and a web-based online survey were employed to collect cross-sectional data from 423 millennial fashion shoppers. Stan...
The aim of the study is to explore the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. The study was quantitative in nature adopting the survey method. Due to the absence of a sampling frame, convenience sampling, a form of non-probability sampling was utilised a total of 253 responses well coll...
Abstract
Purpose – The growth in electronic banking platforms resulted in the unintended effect of minimising the customer-service provider physical interactions that were instrumental in managing negative emotions emanating from service failure. This study investigates the influence of emotions related to e-service failure and e-service recovery...
Consumer confidence is a crucial factor determining a bank's performance. This study examines the key success factors for increasing bank customer confidence in Zimbabwe. Three research objectives were set and explored using a quantitative survey approach with a sample of 426 bank employees and customers to establish the critical success factors fo...
Purpose – This study investigates factors that explain the reasons why customers may be willing to use chatbots in Zimbabwe as an e-banking customer service gateway, an area that remains under-researched.
Design/Methodology/Approach – The research study applied a cross-sectional survey of 430 customers from five selected commercial banks conducted...
Technology adoption within the tourism industry has grown rapidly. This trend has also attracted Southern African markets. The purpose of this chapter is to explore the impact that technology has made within the tourism industry of Southern African states. This is achieved through systematically reviewing the key digital tourism aspects associated...
Over the years, academics have paid a lot of attention to the topic of financial literacy. As a result, the current study investigates this topic using a unique conceptual model that was created expressly to investigate the study’s claimed linkages. Three hundred eighty four people took part in the study using a web-based self-administered question...
The impact of social media influencers has attracted much attention from researchers, resulting in an increase in literature on the topic. The objective of this study was to test empirically the influence of beauty product social media influencers. Their influence is measured based on trust/authenticity, image congruency, perceived popularity, numb...
The paper made use of predictor variables to highlight relationships in tourism, these are: perceptions’ of local residents towards tourists and destination image; in an effort to identify how these predictors are relative to the mediator variable, attitudes’ of local residents towards tourists; which then lead to the outcome variable, tourists wil...
Purpose
The purpose of this study is to investigate the challenges and resolution tactics of women middle managers in the South African public service.
Design/methodology/approach
A qualitative research approach using semi-structured interviews was used as a data collection technique. Narrative analysis was used with a sample of 20 women middle ma...
Destination marketing as a research field is attracting an increased amount of attention. The present research provides a review of the impact of COVID-19 on destination marketing of South Africa. The extent to which the COVID-19 pandemic impacted tourist traffic into the country over a selected period in explored. The research utilised government...
\In recent years, scholars have begun to dedicate their attention to destructive relationships as a critical component of organizational life. Prior research has approached it from various points of view, such as trust and partnering, project management, and relational coordination. The purpose of this research is to explore organizational level an...
The Corona virus disease 2019 (COVID-19), like no other pandemic has taken the world by storm, affecting all and any spheres of life. This effect has also impacted global sporting events such as the 2020 Summer Olympics that were scheduled for the 24th of July 2020 to the 9th of July 2020 in Tokyo, Japan. Historically, the Summer Olympics have been...
There is much research on the need for organisations to act responsibly and advance sustainability. However, empirical evidence on how the adoption of responsible procurement and inclusive business practices in developing economies is lacking. To explore the influence of responsible procurement practices by advancing inclusive business approaches i...
Africa's first FIFA World Cup sparked a series of scholarly work mostly conducted prior to this event. This phenomena is still relevant today with many unanswered questions. This research therefore investigates and examines literature on how the 2010 FIFA World Cup is perceived almost a decade later. A qualitative approach was adopted based on seco...
The study aimed to investigate the effect of emotional labour strategies on job satisfaction and emotional exhaustion. A conceptual framework was developed using extant literature, which led to examiningdeep acting and surface acting, which are the two main strategies of emotional labour. The outcome variables were emotional exhaustion and job sati...
This paper investigates the impact of dollarization policy on Zimbabwe exports over a period of 20 years. The study used panel data for 50 Zimbabwe potential historical trading partners. Random Effects Model (REM) was applied to estimate the gravity model equation. Panel Feasible Generalized Least Squares (FGLS) regression technique corrected for h...
The modern globalisation and the expansion of multinational brands and social communications has resulted in the youth-consumer market of today being relentlessly exposed to increasing competitive multimedia messages and advertising. This research explored the impact of brand attitude, brand perception and social influence on brand engagement. It a...
This research examined how multi-sensory dimensions like sight, sound, and smell would influence customer attitudes toward quick-service restaurants, restaurant patronage intentions, food purchasing decisions, food consumption satisfaction, restaurant attachment, repurchase intention, and positive word of mouth in South African quick-service restau...
In recent years, scholars have begun to dedicate their attention to destructive relationships as a critical component of organizational life. Prior research has approached it from various points of view, such as trust and partnering, project management, and relational coordination. The purpose of this research is to explore organizational level ant...
Fictional spokes-characters in promotion and marketing communication are becoming more popular with brands. This study examined the impact spokes-characters have on the brands they endorse. Celebrities have been used as endorsers since the late nineteenth century and marketers have established that they are one of the most effective methods of adve...
Multi-channel retailing has become increasingly popular as retailers aim to provide consumers with additional contact points. This is commonly done by means of pop-up retailing, an innovative retail concept that places significant emphasis on creating a unique in-store experience. Although a number of studies have been conducted on this topic, limi...
An Analysis of Local Tourists' Perceptions towards Attraction Sites in Cape Town, South Africa The impact that local residents play in the promotion and marketing of a destination, whether directly or indirectly, cannot be ignored. This is particularly associated with the destinations' image. The concept of destination image has, therefore, attract...
Research on small and medium enterprises (SMEs) have led to interest in understanding brand distinctiveness, customers and competition among SMEs. This paper therefore examined the impact of brand orientation as a predictor of customer orientation, brand distinctiveness and competitor orientation. The study was quantitative in nature that 321 owner...
This data article describes raw statistics on occupational health and safety strategies influencing the reduction of coronavirus in South Africa. The purpose of this research was to investigate factors that could potentially influence the reduction of the spread of COVID-19 in a municipality setting. The following independent constructs are explore...
This article presents raw inferential statistical data that determined the how selected multi-sensory dimensions such as sight, sound and smell would influence consumer attitudes towards quick-service restaurants, restaurant patronage intention, food purchase decision, food consumption satisfaction, restaurant attachment, repurchase intention and p...
From presidential campaigns to social awareness campaigns, celebrities have gradually become central fixtures in modern politics. They tend to be information platforms for candidates and parties they either clearly support or officially endorse. South African political parties raised eyebrows when they rallied the country's popular celebrities to p...
In this ever-changing business milieu, growth is generally perceived positively for business as it is considered a measure of success and a key driver in the creation of wealth, employment, and economic development. This paper therefore investigates the relationship between structural differentiation, organisational learning capability, cooperative...
Co-creation of value between the consumer and services providers is an idea that has been receiving much attention. The purpose of this study was to investigate the influence of consumer motivation on attitudes and adoption intention of co-creational banking activities. By means of a quantitative method, 339 surveys were collected. The research ins...
The focus of this study was on investigating the response of tobacco exports to real exchange rates and real exchange rate volatility and other factors in Zimbabwe using secondary data spanning from 1980 to 2019. Bilateral nominal exchange rates and time-variant weights of Zimbabwe’s 10 major trading partners were calculated and used to compute the...
In a world of sharp transformation driven by digital technologies, education is facing a paradigm shift that exposes vulnerabilities and threats of Open Education models in the face of the trend of commodification. This article seeks to offer useful insights into the threats, challenges, and opportunities for open universities and massive online op...
Religious tourism relates to tourism which is motivated by faith or religious beliefs. Religious tourism has resulted in individuals moving from one place to the other for purposes of partaking in religious festival celebrations. The purpose of the present study was therefore to investigate antecedents of intention to engage in religious festivals....
This study examined Zimbabwe's energy access situation and suggests that Zimbabwe's energy access solution goes beyond providing biogas energy alone but needs addressing the root causes of Zimbabwe's inability to access renewable energy. The paper also challenges biogas fuel prospects and shortcomings. A mixed-method methodology has been used. Next...
The constant growth of South Africa’s quick-service restaurants, also known as the fast food
outlets industry, has transformed the food industry landscape, food consumption patterns, and the
intensity of industry competition. As such, it is imperative for marketers in this industry to look beyond
their branding and promotional efforts in order to a...
The concept of internal marketing has received much attention from researchers and academics alike. This study, therefore, investigated internal marketing as a strategy to achieve sustainable competitive advantage in the construction industry. The research was based on a quantitative approach, which involved a sample of 260 construction managers wh...
Consumerism has been linked to recycling and pollution over a substantial period leading to a surge of research interest of the past 20 years. Most of this interest has focused on South East Asian countries, namely India and Indonesia, considered as having one of the most polluted capitals in the world. This therefore prompts the present study whic...
Travel destinations have become more dependent on repeat commercial activities and at the center of all this trade are airports that have evolved into full service centres. Therefore, to investigate the influence that airport experience would have on travellers' intention to revisit a destination a conceptual framework was developed. The study was...
YouTube as an educational tool has been recently receiving a great deal of attention from researchers and teachers. The study in question therefore investigates this phenomenon. To this end, a modified conceptual model based on the technology acceptance model (TAM) was proposed to test student perceptions, attitudes and intentions to adopt YouTube...
The purpose of the study was to conduct an empirical research on adoption of the technology acceptance model on investigating consumers' intention towards the acceptance of branded mobile applications in South Africa. The study was quantitative in nature where 255 participants were utilised for data collection. To analyse the data structural equati...
Background: Online social networking websites have revolutionised communication in the
postmodern era of today. Specifically, Instagram has witnessed a phenomenal growth, and the site is particularly popular with young consumers in South Africa. Instagram is seen by this cohort as a source of information to determine their tourism destinations.
Ob...
This study examines fashion clothing involvement among gay men, who are an emerging segment in the fashion industry. Data was gathered via an online self-administered survey, resulting in 150 responses. SEM using the Smart PLS software, version 3, was used to test the hypotheses. The findings uncovered that fashion consciousness and consumer confor...
An Analysis of Local Tourists' Perceptions towards Attraction Sites in Cape Town, South Africa The impact that local residents play in the promotion and marketing of a destination, whether directly or indirectly, cannot be ignored. This is particularly associated with the destinations' image. The concept of destination image has, therefore, attract...
Twitter as a communication medium has revolutionised the way in which messages are sent and received due to its immediacy and reach. This study investigated the extent to which Twitter was utilised as an effective communication tool for raising tuition funds at a selected university in South Africa. The research was quantitative in nature, adopting...
The purpose of this study was to examine the extent to which Google + had been adopted by South African
Millennials and its impact on future marketing communications trends. The study was quantitative in nature where
non-probability sampling, a form of convenient sampling was utilised. An online survey was distributed to a panel of
961 potential te...
In the highly competitive restaurant industry, understanding consumers' shopping value orientations can aid marketers in delivering differentiated strategies that will ultimately satiate consumers' expectations. The aim of this study was to investigate the influence of consumers' shopping value orientations, (utilitarian and hedonic values), on two...
Changing consumer needs have played an important role in the expansion of airport services. The present research investigated the relationship between traveller perception of value from airport offerings and the intention to revisit a destination. The research was quantitative in nature adopting the positivist philosophy. Convenience sampling, a fo...
The purpose of this article is to explore apparel store choice behaviour of female Generation Y student shoppers and analyse factors that influence their choice of apparel store. Generation Y female consumers have been identified as an important segment, particularly for apparel. A total of 370 Generation Y female students provided usable responses...
Orientation:
In the contemporary business environment, employee mental health is neglected, especially in mental health research and practice in African Small and Medium-sized Enterprises (SMEs). This occurs even though this sector is the largest contributor to developed economies. This study highlights the importance of psychological well-being i...
Facebook has become the main platform for young adults to sustain their social presence as well as expand their social networks. The impact of social media on youth decision-making has attracted much attention in research and academia. The research setting was at University of Fort Hare, a university located in South Africa. Before and during a stu...
The purpose of the research was to examine the impact of service quality on customer satisfaction amongst customers in the internet service provision sector of Zimbabwe. In the study, service quality consisted of six dimensions, namely, reliability, empathy, responsiveness, tangibles, location and price. The study employed a cross-sectional quantit...
The purpose of the present study was to conduct an empirical investigation into the predictors of the perceived quality of learning at institutions of higher education from the student’s perspective. The research was based on a conceptual model consisting of six proposed hypotheses. A quantitative study that utilised the survey methodology was adop...
Data was collected at the OR Tambo Airport in Johannesburg South Africa from 503 willing international tourists. The survey was self-administered over a two-month period. Due to the absence of a sampling frame, non-probability sampling was adopted in selecting participants. A unique conceptual model was developed to test the causal effect of travel...
Due to the rapid advancement of new technologies in business, marketers' dependency on user-generated content (UGC) is rising. This study therefore seeks to elucidate the importance of user-generated content in creating sales and establishing relationships with customers. Convenience non-probability sampling was adopted in selecting 330 participant...
This study sought to determine the influence of store reputation, social influence, store atmospherics and store convenience on store patronage and apparel purchase decision on store attachment among the Generation Y female cohort in Johannesburg, South Africa. The aim of the study is to identify which independent variable is the most effective at...
Battery-powered electric cars have an important role in terms of future mobility.
The purpose of this study is therefore, to investigate the factors that influence
young consumers‟ acceptance of electric cars. The theoretical framework of the
study was guided by the Technology Acceptance Model (TAM). The research
examined the relationships between...
The purpose of this study was to examine the factors which influence the purchase intentions of Smart wearable technology by students in South Africa. The researchers, guided by literature developed a conceptual framework with five constructs, namely, product quality, design, price, consumer attitudes and purchase intentions. The study followed a q...
The purpose of the study was to investigate the antecedents of the adoption of mobile banking. A modification of the technology acceptance model (TAM) was adopted in order to test hypothesised relationships. Past literature on mobile banking was reviewed for the study. The study was quantitative in nature whereby 320 respondents participated in an...
The main purpose of the present study was to examine whether mobile applications could be adopted as feasible tools for learning purposes at higher education institutions. Furthermore the study's intention was to conduct an empirical investigation into students' perceptions towards mobile applications being introduced as learning aids. The research...
The purpose of the research was to examine the impact of environmental turbulence on product innovations in small to medium enterprises (SMEs). In the study environmental turbulence consisted of five dimensions namely, supplier turbulence, technological turbulence, market turbulence, regulatory turbulence and competitive intensity. A cross-sectiona...