From study to work: methodological challenges of a graduate destination survey in the Western Cape, South Africa

Toit, Jacques du; Kraak, Andre; Favish, Judy; Fletcher, Lizelle

doi:10.1080/02602938.2013.875118

Cited by 10 publications

(10 citation statements)

References 15 publications

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“…The questionnaires were self‐administered, which enabled Gen Y respondents to participate without assistance. The questionnaires were disseminated on a face‐to‐face basis in the SA, using a snowball sampling technique (referrals), due to low response rates of online research in SA and other emerging economies (du Toit, Kraak, Favish, & Fletcher, ), whereas an online data collection approach was utilized in RO (Bartozik‐Purgat & Filimon, ). In this manner, a diverse range of Gen Y, which included employed, self‐employed, unemployed, and students (aged 18‐32 years old), participated in the study.…”

Section: Methodsmentioning

confidence: 99%

YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania

Duffett

Edu

Negricea

2019

E J Info Sys Dev Countries

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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. Multistage sampling was employed, and a survey was conducted among 400 respondents in SA and 400 respondents in RO. Structural equation modelling was used to investigate the hypothesized associations. The findings confirm that awareness had a favorable influence on knowledge for the total sample, SA and RO. The results also show that awareness displayed a significantly larger positive effect on knowledge among Romanian Gen Y in comparison with South African Gen Y. This study confirms that age (demographic variable) and access, usage length, log‐on frequency, log‐on duration, and advertisement viewership numbers (usage variables) have a significant effect on cognitive attitudinal responses due to YMC among Gen Y in SA and RO. Organizations should consider adapting YMC strategies to stimulate awareness, which will stimulate favorable knowledge attitudinal responses, as well as consider the aforementioned demographic and usage variables when targeting the infamously unpredictable Gen Y due to the positive cognitive attitudinal association in developing countries.

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Section: Methodsmentioning

confidence: 99%

YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania

Duffett

Edu

Negricea

2019

E J Info Sys Dev Countries

View full text Add to dashboard Cite

show abstract

“…The questionnaires were distributed via online and paper means to collect the data and were self-administered, which allowed the respondents to be surveyed without assistance. Online data collection was used in Romania, whereas a face-to-face paper questionnaire was distributed, via snowball sampling, in South Africa, owing to the poor response rate of online studies in this country [15,85]. All responses were treated as confidential and the survey was completely anonymous, since no personal or contact particulars were requested.…”

Section: Sampling and Collection Of Datamentioning

confidence: 99%

Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania

et al. 2019

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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 marketing communication platform for organisations to reach this evasive target market. The extensive use of YouTube has generated billions of dollars in marketing communication income, but there is limited academic inquiry in terms of in developing economies, particularly regarding the effect of online usage and demographic factors among Millennials. This paper examines the effect of YouTube marketing communication on affective (attitudinal) responses, meaning brand liking and the impact on brand preference, among Millennials in two developing economies, Romania and South Africa, as well as the influence of usage and demographic factors on the affective (attitudinal) association. A survey was conducted among 400 Romanian and 400 South African respondents, and the hypothesised associations were evaluated via structural equation modelling (SEM) and multigroup SEM. The results of this paper reveal a favourable connection between brand liking and brand preference as a result of YouTube marketing communication, making a notable contribution to the limited YouTube inquiry on attitude-to-advertising theory in developing economies regarding brands in general and sustainable offers in particular. A number of the online usage and demographic factors were also found to have an effect on the brand liking and preference association, supporting in the reduction of the academic–practitioner gap, and assisting organisations in better understanding Millennials in the development of effective marketing communication campaigns on video sharing platforms.

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“…As discussed above, the CHEC study provides important pointers for subsequent graduate destinations surveys. For example, the use of follow-up telephone interviews can help address selection bias, as they can reach those who do not use email regularly (du Toit et al 2014;du Toit 2016). However, the conditions for conducting these surveys in Kenya and many other countries in Sub-Saharan Africa are more challenging than in the Western Cape (South Africa), on account of incomplete student records and lack of administrative capacity, along with a range of other issues.…”

Section: Implications Of the Studymentioning

confidence: 99%

Towards a National Graduate Destinations Survey in Kenya: An Exploratory Study of Three Universities

2017

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While concerns about graduate unemployment and the work-readiness of graduates in Sub-Saharan Africa abound, there is a severe lack of institutional data and academic research on graduate destinations on which to base policy changes. This article presents findings from an exploratory study of three major higher education institutions in Kenya. An online survey was conducted of undergraduate students graduating between 6 and 12 months prior to the study, aiming to determine, first, what employment activities they were engaged in, and second, what associations there might be between those activities, the graduates' background characteristics, and their experiences at university. Findings suggest that proportions of absolute unemployment are lower than expected, but that many graduates are transiting between provisional or part-time employment and internships, and have not yet obtained the graduate level jobs aspired to. Finally, implications are drawn out for potential national-level graduate destination surveys in Kenya and elsewhere in Sub-Saharan Africa.

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From study to work: methodological challenges of a graduate destination survey in the Western Cape, South Africa

Cited by 10 publications

References 15 publications

YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania

YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania

Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania

Towards a National Graduate Destinations Survey in Kenya: An Exploratory Study of Three Universities

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