Semona Pillay - Academia.edu (original) (raw)

Papers by Semona Pillay

Research paper thumbnail of Harnessing Collaboration Between Information Technology and Marketing Through Integrated Assessment in Third-Year Capstone Projects

ICERI proceedings, Oct 31, 2023

Research paper thumbnail of The future is female : femvertising and attitude formation towards beauty brands

Journal of Contemporary Management, Dec 1, 2020

Many beauty brands make use 'femvertising' which has piqued the interest of South Africa Generati... more Many beauty brands make use 'femvertising' which has piqued the interest of South Africa Generation Y and Generation Z female consumers. Femvertising has been studied quantitatively; however, limited research has been conducted from a qualitative perspective, and within the South African context, on the influence of femvertising on attitudes to beauty brands. Therefore, the purpose of this study was to explore the influence of femvertising on attitude formation towards beauty brands among South African Generation Y and Generation Z female consumers. Understanding this influence proves essential to marketers as Generation Y and Generation Z female consumers are becoming the largest, most powerful consumers of beauty brands. This study was conducted using a descriptive, qualitative approach. Three group interviews were conducted, during which questions were posed about femvertising and the 'attitude towards the advertisement' model. The findings were analysed using deductive content analysis, which indicated that femvertising does influence Generation Y and Generation Z women's judgements about beauty advertisements, which in turn influence their beliefs, feelings and attitudes towards beauty advertisements and beauty brands. Advertisers can use femvertising to increase awareness, interest about beauty brands and stimulate positive emotions that will lead to positive attitudes towards femvertising advertisements and beauty brands. Key phrases Attitude, beliefs, feelings, Feminism, femvertising and judgements Great strides were made towards accepting feminism in nations such as the United States of America and Europe, where feminism is far more advanced than in emerging nations. Feminism has only quite recently become openly accepted in emerging nations such as South Africa and is discussed in detail in section 4.2 below.

Research paper thumbnail of Digital consumer perspectives on data access in an emerging market

SA Journal of Information Management

Research paper thumbnail of The influence of vlogging communities on brand image and loyalty

: The purpose of this paper is to explore the influence of vlogging communities on brand image an... more : The purpose of this paper is to explore the influence of vlogging communities on brand image and brand loyalty for colour cosmetics among Generation Y women. The study followed a qualitative approach. Semi-structured, in-depth interviews were conducted with twelve Generation Y women who engaged with colour cosmetics vlogging communities. The data was analysed using thematic analysis. Through participants’ narratives, it was discovered that i) brand experiences shared on vlogging community sites shape the online image of brands and brand image at individual consumer level, ii) brand image does influence brand loyalty, and iii) the extent to which vlogging communities influence the brand image and brand loyalty of consumers depends on their personal experiences with brands and on the message valence, specifically as it relates to quality and ratio. The findings show the need for marketing managers to pay attention to sentiments expressed on vlogging community sites. Such sentiments ...

Research paper thumbnail of The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

Acta Commercii, 2021

Emerging markets are developing countries whose economies are growing rapidly (Amankwah-Amoah, Bo... more Emerging markets are developing countries whose economies are growing rapidly (Amankwah-Amoah, Boso & Debrah, 2018). The main aim of an emerging market is to advance its economy (Saksiriruthai 2019). Emerging markets are essential for the global economy because they comprise 80% of the global population and 70% of total global gross domestic product (GDP) (Corporate Finance Institute 2021). In general, emerging markets experience rapid growth, high productivity levels and rising standards of living (Amankwah-Amoah et al., 2018). However, there is a high degree of instability and volatility in these markets, which are susceptible to inflation, price changes in commodities and fluctuating currencies and interest rates (Tsagkanos, Siriopoulos & Vartholomatou 2019). Amadeo (2020) inferred that instability and volatility increase the risk of doing business with emerging markets. However, for most foreign investors, higher risks equate to higher returns, which increase the attractiveness of such markets. Globally, the top five emerging markets are Brazil, Russia, India, China and South Africa (BRICS) (Asongu, Akpan & Isihak 2018). However, numerous other emerging markets, especially in Africa, have been identified to provide major opportunities for foreign investors (Amankwah-Amoah, Boso & Debrah 2018). South Africa is one of the fastest-growing economies on the continent (Asongu et al. 2018). It has high market potential, a well-established democracy, macroeconomic stability, a stable business Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation. Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers. Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love. Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach's alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25. Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption. Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love. Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.

Research paper thumbnail of Harnessing Collaboration Between Information Technology and Marketing Through Integrated Assessment in Third-Year Capstone Projects

ICERI proceedings, Oct 31, 2023

Research paper thumbnail of The future is female : femvertising and attitude formation towards beauty brands

Journal of Contemporary Management, Dec 1, 2020

Many beauty brands make use 'femvertising' which has piqued the interest of South Africa Generati... more Many beauty brands make use 'femvertising' which has piqued the interest of South Africa Generation Y and Generation Z female consumers. Femvertising has been studied quantitatively; however, limited research has been conducted from a qualitative perspective, and within the South African context, on the influence of femvertising on attitudes to beauty brands. Therefore, the purpose of this study was to explore the influence of femvertising on attitude formation towards beauty brands among South African Generation Y and Generation Z female consumers. Understanding this influence proves essential to marketers as Generation Y and Generation Z female consumers are becoming the largest, most powerful consumers of beauty brands. This study was conducted using a descriptive, qualitative approach. Three group interviews were conducted, during which questions were posed about femvertising and the 'attitude towards the advertisement' model. The findings were analysed using deductive content analysis, which indicated that femvertising does influence Generation Y and Generation Z women's judgements about beauty advertisements, which in turn influence their beliefs, feelings and attitudes towards beauty advertisements and beauty brands. Advertisers can use femvertising to increase awareness, interest about beauty brands and stimulate positive emotions that will lead to positive attitudes towards femvertising advertisements and beauty brands. Key phrases Attitude, beliefs, feelings, Feminism, femvertising and judgements Great strides were made towards accepting feminism in nations such as the United States of America and Europe, where feminism is far more advanced than in emerging nations. Feminism has only quite recently become openly accepted in emerging nations such as South Africa and is discussed in detail in section 4.2 below.

Research paper thumbnail of Digital consumer perspectives on data access in an emerging market

SA Journal of Information Management

Research paper thumbnail of The influence of vlogging communities on brand image and loyalty

: The purpose of this paper is to explore the influence of vlogging communities on brand image an... more : The purpose of this paper is to explore the influence of vlogging communities on brand image and brand loyalty for colour cosmetics among Generation Y women. The study followed a qualitative approach. Semi-structured, in-depth interviews were conducted with twelve Generation Y women who engaged with colour cosmetics vlogging communities. The data was analysed using thematic analysis. Through participants’ narratives, it was discovered that i) brand experiences shared on vlogging community sites shape the online image of brands and brand image at individual consumer level, ii) brand image does influence brand loyalty, and iii) the extent to which vlogging communities influence the brand image and brand loyalty of consumers depends on their personal experiences with brands and on the message valence, specifically as it relates to quality and ratio. The findings show the need for marketing managers to pay attention to sentiments expressed on vlogging community sites. Such sentiments ...

Research paper thumbnail of The influence of electronic word-of-mouth adoption on brand love amongst Generation Z consumers

Acta Commercii, 2021

Emerging markets are developing countries whose economies are growing rapidly (Amankwah-Amoah, Bo... more Emerging markets are developing countries whose economies are growing rapidly (Amankwah-Amoah, Boso & Debrah, 2018). The main aim of an emerging market is to advance its economy (Saksiriruthai 2019). Emerging markets are essential for the global economy because they comprise 80% of the global population and 70% of total global gross domestic product (GDP) (Corporate Finance Institute 2021). In general, emerging markets experience rapid growth, high productivity levels and rising standards of living (Amankwah-Amoah et al., 2018). However, there is a high degree of instability and volatility in these markets, which are susceptible to inflation, price changes in commodities and fluctuating currencies and interest rates (Tsagkanos, Siriopoulos & Vartholomatou 2019). Amadeo (2020) inferred that instability and volatility increase the risk of doing business with emerging markets. However, for most foreign investors, higher risks equate to higher returns, which increase the attractiveness of such markets. Globally, the top five emerging markets are Brazil, Russia, India, China and South Africa (BRICS) (Asongu, Akpan & Isihak 2018). However, numerous other emerging markets, especially in Africa, have been identified to provide major opportunities for foreign investors (Amankwah-Amoah, Boso & Debrah 2018). South Africa is one of the fastest-growing economies on the continent (Asongu et al. 2018). It has high market potential, a well-established democracy, macroeconomic stability, a stable business Orientation: The study investigated the influence of electronic word-of-mouth (eWOM) adoption on brand love amongst Generation Z consumers in South Africa that will enable marketers to improve their brand love strategies amongst this generation. Research purpose: The study used the information adoption model to investigate the impact of eWOM adoption on brand love amongst Generation Z consumers. Motivation for the study: This study adds to the limited body of literature on Generation Z consumers in emerging markets. It examines drivers of online purchase decisions of Generation Z consumers, such as eWOM adoption and brand love. Research design, approach and method: The study followed a descriptive quantitative approach. Data were obtained through structured questionnaires from Generation Z consumers. Non-probability, purposive sampling was used to select the sample. Data were captured, coded and cleaned using Statistical package for the social sciences (SPSS) version 25, yielding 284 usable questionnaires. Apart from descriptive statistics, confirmatory factor analysis was used to test the validity of the constructs obtained from previously developed scales through convergent and discriminant validity. The reliability of the constructs was tested using Cronbach's alpha and composite reliability. The conceptual model was tested using Structural Equation Modelling and the hypotheses were analysed using path modelling in Analysis of moment structures (AMOS) version 25. Main findings: The results revealed a positive, weak relationship between eWOM adoption and brand love. Argument quality had a strong, positive influence on information usefulness, which in turn, had a strong, positive influence on eWOM adoption. Practical/managerial implications: Marketers can use the findings of this study to target Generation Z consumers in emerging markets more effectively by sharing quality, authentic content through Facebook and Instagram to encourage eWOM adoption and somewhat affect brand love. Contribution/value-add: This study adds to the limited body of knowledge on Generation Z consumers in emerging markets. It elucidates how marketers can encourage eWOM adoption amongst this generation, thereby leading to brand love, to some extent.