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 as an educational tool. The study was quantitative in nature where 377 registered students from a selected university were chosen through non-probability sampling. In order to analyse the data SPSS 25 and AMOS 25 were utilised for descriptive statistics and structural equation modeling respectively. Perceived usefulness of YouTube and perceived ease of use where proposed as antecedents of attitudes and intentions while adoption of YouTube as an educational tool was anticipated to be the outcome. The main findings suggested that perceived usefulness was observed to have a more significant impact on student perceptions toward learning through YouTube in comparison to the perceived ease of use. In addition, it was also discovered that intention to use YouTube and adoption of YouTube as an educational tool had the strongest relationship of all tested hypotheses. Implications for educators and researchers were established from the findings. Thereafter, suggestions for further research were proposed.
Background: Consumer decision-making is shifting from the rational to the emotional, and as a result, retailers are investing in unique store atmospheric cues to capture the attention of consumers. Although not a completely new phenomenon, a lack of studies on this topic remains in Africa, an emerging economy that is rapidly becoming part of the global economy. This is especially evident in the fashion industry where global fashion chain stores are rapidly infiltrating the local market. Objectives: This article aims to investigate the influence of store environment on purchase intention of fashion products with brand attitude and brand experience as the mediators. Method: By means of a quantitative study, 501 online self-administered surveys were distributed among black middle-class women residing in Johannesburg. Results: The results support four of the five hypotheses. It is therefore evident that store environment positively influences consumer’s brand attitudes, purchase intention and brand experience in the fashion retail industry. Conclusion: This article contributes to existing literature on fashion retail, experiential marketing and branding. It further provides retailers with adequate insight into experiential retail strategies that can yield profitable returns and increase their customer loyalty base.
The main purpose of the present study was to examine whether mobile applica-tions could be adopted as feasible tools for learning purposes at higher education institutions. Furthermore the study’s intention was to conduct an empirical inves-tigation into students’ perceptions towards mobile applications being introduced as learning aids. The researcher developed a conceptual model derived from the technology acceptance model in order to measure the constructs used in the study. Adopting a quantitative approach, the field study was conducted in South Africa at a selected higher education institution. Research data was collected from 380 registered students at the selected higher education institution who were older than 18 years. Using SPSS 23 and AMOS 23 software programs, Structural Equation Modeling (SEM) was performed to analyse the data set. The results re-vealed that perceived usefulness, perceived ease of use, attitudes towards a mo-bile application, intention to use a mobile application were all significant predic-tors for the actual use of mobile applications for learning. The findings of the study illuminate the importance of the determinants of the adoption of mobile ap-plications for learning in higher education.
Celebrity endorsement advertising has received much attention in recent years from marketing practitioners and academic researchers. Pepsi spent $50 million dollars on an endorsement contract with Beyoncè Knowles which accounted for a sixth of the company's total budget. This research paper aims to examine whether or not South African marketers can utilise celebrity endorsements to promote their products or brands to young consumers effectively. The other purpose of this study is also to establish whether brand recall, brand awareness, brand loyalty and purchase behaviour are positively influenced by celebrity endorsement advertising. Utilising a quantitative research approach a field study was conducted in Durban whereby research data was collected from 325 participants 18 to 24 years of age. The research survey comprised of 25 questions that were self-administered to willing participants over a one month period. Using SPSS 23 and AMOS 23 software programs, Structural Equation Modeling (SEM) was performed to analyze the data set. Major findings revealedthat brand loyalty is the most significant antecedent of purchase behaviour. Furthermore the study also revealed that participants in the 18-20 year age group were more inclined towards purchasing and paying more for celebrity endorsed brands as compared to any other age group in the survey.Lastly this study provides marketing practitioners an understanding of how firms can benefit from the use as it was found that brand recall and brand loyalty positively influence purchase behaviour whilst brand awareness had no direct influence on purchase behaviour.
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.Objectives: This research examined how perceived usefulness of Instagram, perceived ease of use of Instagram and perceived credibility of Instagram influence attitude towards the use of Instagram, intent on using Instagram and actual use of Instagram to identify tourist destinations amongst young consumers.Method: A survey questionnaire was administered to 349 young student consumers who were based in the Johannesburg Metropolitan area of the Gauteng province, South Africa. A structural equation modelling procedure was utilised in testing the proposed relationships. Results:The results indicate that all the hypotheses suggested have been positive and significant. It is worth noting that there was the strongest connection between attitude towards Instagram for identifying travel destinations and intention to use Instagram for identifying travel destinations. Conclusion:Tourism organisation marketers may be able to devote time in researching the practicality of using Instagram to increase awareness of tourist locations.
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