Raeesah Chohan's research while affiliated with University of Cape Town and other places

Publications (9)

Article
Remedies to fake news have generally emphasized identification of false content (information fact-checking) and censorship (curtailing information dissemination). In this article, however, we focus on the systems within which fake news travels, rather than the information per se. Specifically, we look at the marketer-consumer ecosystem and argue th...
Article
Twenty-seven years have elapsed since Bergen et al. (1992 Bergen, M., Dutta, S., & Walker, O. C., Jr. (1992). Agency relationships in marketing: A review of the implications and applications of agency and related theories. The Journal of Marketing, 56(3), 1–24. https://doi.org/10.1177/002224299205600301[Crossref], [Web of Science ®] , [Google Schol...
Article
Non-fungible tokens (NFTs) are a record of ownership of primarily digital media, where the NFT is stored on a blockchain. According to the 2021 Gartner Hype Cycle for Key Technologies, NFTs may significantly transform marketing functions. Marketing managers wishing to adopt NFTs therefore need to know something about the marketing implications. Thi...
Chapter
Obesity has a significant impact on public health (Redondo et al. 2018). The widespread obesity problem is attributed to the increase in the consumption of sugar-sweetened beverages (SSBs) among consumers (Malik et al. 2010). This is particularly prevalent in South Africa, with the average consumption of SSBs by consumers in the country estimated t...
Article
While it is seldom spoken about openly, opportunism always prevails in client–agency relationships and could lead to their demise. This study directs attention to client–agency opportunism by describing how it happens and ends with a discussion on how today’s client–agency dynamics can be improved.
Article
Purpose This paper aims to explore, using the employee lens of business-to-business firms, word use through brand engagement and social media interaction to understand the difference between employees who rate their employer brands highly on social media and those who don't. Design/methodology/approach We conducted a textual content analysis of po...
Chapter
Marketers often depend on third parties to do the work for them, such as advertising or research agencies and distributors of goods and services (Bergen et al. 1992). Agency theory provides a strong and apposite conceptual framework to understand and explain these associations. In these relationships, a party called the principal assigns work to an...
Chapter
Full-text available
The literature as to what makes marketing communication for hi-tech products more effective is an area of interest for marketers. This study compares story-based reviews with technical reviews and tests narrative paradigm theory (NPT) (Fisher 1984, 1987) and its constituent of narrative believability in the context of smart TVs. The choice of this...
Chapter
How do marketing campaigns encourage a majority group of consumers to support a minority group of consumers’ opinion? Why do consumers change their opinions? Why do consumers do what they do? Conversion theory addresses a simultaneous majority and minority influence on consumer behaviour. Whilst conversion theory is applied to various disciplines,...

Citations

... Despite the fact that NFTs have a major potential impact on today's decentralized markets and future economic opportunities, scholarly research on NFTs is still limited [9,10,13]. Currently, research on NFTs focusses on security aspects, protocols and standards [10], environmental impacts [12], copyrights and intellectual property issues [20], market trends [11], stakeholders and ecosystem [13], specific NFT collections, such as CryptoKitties [21], or single NFT market place, such as Decentraland [22] and NBA Top Shot [23], the pricing of NFTs and their relationship with cryptocurrencies [24], and the implications that NFTs have on a specific industry, such as artwork [25], advertising and marketing [26], sports management [14], and surgery [27]. Given the rapid growth of NFTs in different industries, this paper aims to contribute to the scholarly literature on NFTs by establishing a conceptual understanding of NFTs, their applications in various industries, and their primary adoption challenges. ...
... Meanwhile, social media has been linked to enhancing employee involvement, belonging, engagement and communication (Holland et al., 2016;Leidner et al., 2010;Martin et al., 2015). Duncan et al. (2019) found that employees who posted EGC that had a significantly higher tone with positive emotions rated their employer brands higher. Hence, the following hypothesis is proposed: ...