https://etd.cput.ac.za/handle/20.500.11838/2277 Wed, 15 Apr 2026 13:23:34 GMT 2026-04-15T13:23:34Z https://etd.cput.ac.za/handle/20.500.11838/3528 Title: The effect of trustworthy digital advertising on green product consumption in South Africa Authors: Van Zyl, Monette Abstract: This case study explores the position of green cleaning products and their digital advertising in global marketing, advertising, and design approaches. Design aspects that create brand trust may have an impact on how consumers acquire brand loyalty. Green products can be categorised as unique if they use or adapt a new technique or function. Consumers may be unaware of the benefits of green cleaning products or see them as substitutes for items they already use. An exploratory and investigative research design was applied in this study using online questionnaires and one-on-one interviews with a volunteer sample of participants. The study investigates how the design of digital advertising in South Africa influences the trustworthiness of green cleaning products, as well as what motivates South Africans to choose green cleaning products. The results also show that the participants prefer to buy local green products as they perceive this as supporting small local businesses in South Africa, in addition to helping the environment. The design of more sustainable products’ packaging and digital design strategies, if well-executed, aid in cultivating trustworthiness. The study also analyses the role of visual design elements on consumer perceptions of green cleaning product’s trustworthiness. The majority of the literature found that trust building as a method in an online setting, as well as its link to purchase decisions, is beneficial. This research contributes to designers understanding of what brand credibility is and how well-executed sustainable design may help establish product credibility. This is critical for increasing green product trustworthiness. Participants confirmed that trustworthiness is earned, not given, and that brand loyalty is an important factor that businesses must consider. The use of green design features (green logos, copy, and colour) should be utilised as a method to improve the trustworthiness of green cleaning products on an online platform. The consumer's opinion of a product's advertisement and packaging is the most critical component in assessing its trustworthiness. What is stated in the advertisement, as well as the use of appropriate green logos, copy, and colours, contribute to brand awareness and reliability on an internet platform. When advertising strategies include platforms that allow individuals to comment on their experiences with a product and how it performed, it helps comfort hesitant consumers. Consumers are interested in the quantity of research material accessible on a green product. The more information they can research, the more confident they will be in the green product and its purchase. Information relating to the experience of others can be obtained from various sources. In addition to commenting online, word-of-mouth was found to be helpful in boosting awareness of green products, encouraged the use of these products and contributed to the trustworthiness of these items. Finding appropriate design solutions for designers and advertisers to employ allows for trust to be gained for sustainable product choices. Choosing the best digital online platform for South African consumers will allow designers and other stakeholders to raise awareness of environmental concerns and commodities. Description: Thesis (MTech (Graphic Design))--Cape Peninsula University of Technology, 2022 Sat, 01 Jan 2022 00:00:00 GMT https://etd.cput.ac.za/handle/20.500.11838/3528 2022-01-01T00:00:00Z https://etd.cput.ac.za/handle/20.500.11838/3311 Title: The role of digital design and technology in the development of entrepreneurship in Gokwe, Zimbabwe Authors: Moyo, Patience Zenzile Abstract: The successful integration of digital design and technology into rural entrepreneurial activities in most developed countries has ushered in an era of digital innovation and rural empowerment. It has also contributed significantly to the development of entrepreneurship in rural areas. By contrast, a great deal still needs to be done to achieve similar results in the rural areas of many developing countries, such as the district of Gokwe in Zimbabwe. Although the quality of the product and services of rural entrepreneurs in Gokwe is generally high, the markets which are available to local entrepreneurs are, in most cases, extremely limited, owing to inadequate technological infrastructure and a lack of financial resources to modernise their business practices. As a result, many rural entrepreneurs who have the potential to run thriving businesses either cease trading or relocate to countries or regions in which prospects for success are better, such as the neighbouring countries of South Africa or Botswana. The research study on which this thesis is based entails an assessment of the role of digital design and technology in the development of entrepreneurship in the rural district of Gokwe in Zimbabwe. The extensive literature review which preceded the conduct of the study included a survey of rural entrepreneurship in regions in which it is thriving as a result of the integration of digital technology into entrepreneurial activities in Africa, Europe, the United States, and China. The findings of the study were evaluated in relation to the Net-Enabled Business Innovation Cycle and People DealContext Opportunity analytical frameworks, in order to develop a suggested strategy for integrating digital design and technology into entrepreneurial activities in Gokwe. The study took the form of a case study, which was guided by the radical humanist paradigm. A mixed methods research design was developed and the qualitative data which was obtained from semi-structured interviews and a focus group discussion was analysed by means of thematic analysis. The quantitative data was obtained from the administration of a questionnaire and used to corroborate the findings of the qualitative study. Although it was ascertained that digital design and technology did not play a role in the development of rural entrepreneurship in Gokwe at the time of the conducting of the study, there were definite indications that preparations were being made to integrate digital technology and access to the internet into at least one sector of the rural economy of the district. Possibility of getting funding based on return on investment and probable adoption of technology if resources are made available.It is to be hoped that the findings of this study will provide an adequate basis for enabling the rural entrepreneurs in other sectors, such as agriculture to avail themselves of the significant advances which have accompanied the digital revolution in the rural regions of other countries throughout the world. Description: Thesis (MTech (Graphic Design))--Cape Peninsula University of Technology, 2020 Wed, 01 Jan 2020 00:00:00 GMT https://etd.cput.ac.za/handle/20.500.11838/3311 2020-01-01T00:00:00Z https://etd.cput.ac.za/handle/20.500.11838/3309 Title: An examination of online advertising strategies targeting millennials in an age of online advertising avoidance Authors: Miller, Natassha Vera Abstract: Over decades, advertising and the way advertising firms strategize and formulate effective measures has undergone a great change. This has been due to advancing technology, consumer consciousness or agency (or user-generated content) and a growing need for online advertisers to better understand the attitudes, behaviour, preferences, lifestyle and choices of the Web 2.0 consumer. Online advertising (OA) has been shaped by various elements such as user awareness and demand, the advertiser’s utilisation of appropriate online resources, revenue streams, partnering and free marketing (to name a few). Consumers are becoming ‘prosumers’ that is users that produce and consume and in more recent research, also distribute content that drives the ebb and flow of the online economy. Due to millennials’ advanced knowledge and exposure to brand and product experiences, sporadic and irrelevant placement of OA has been prone to increase of millennials’ practice of online advertising avoidance (OAA). This presents a problem to online advertisers and marketers in using various preferred online platforms (POPs) in order to reach targeted online users effectively. Factors such as the design elements compared to programmatic functions have been explored. The phenomenon of OA avoidance has also affected the formulation of online advertising strategies (OASs). The objective of this study was to ascertain the attitudes of millennials towards OASs, with a particular focus on the influence of design-related antecedents and its relationship to millennials’ usage factors and demographic factors. Current literature cites that effectively designing OASs are pivotal for the growth of brands and positive consumer experiences. There have been a growing number of studies exploring OAA and consumer behaviour on various media platforms in the online shopping environment. However, there is currently a lack of studies that focus on the effect of design-related antecedents in the context of OAS formulation, bearing the influence of demographic and usage factors in mind. The objectives of this research were to explore the effects of design-related OA antecedents on the online preferences and advertising engagement choices of millennials. These effects also considered the influence of usage factors and demographic characteristics on their attitudes. The researcher further explored the why question of millennials’ attitudes as they use their POPs and how advertising agencies have been practising or could be improving the design of their OASs. In previous literature, researchers have found a general negative attitude and experience towards OA, thus giving rise to the phenomenon of OAA behaviours and ideologies. This type of avoidance has resulted in a decrease of online engagement with OA through various antecedents (factors that if altered or presented in certain ways can influence user engagement). Various tools have been released into the general online market such as Ad Blocker, that assists users to block OA that causes or are seen as ad clutter, annoying, irrelevant, blocking content through apps or even a bridge of privacy to name a few. By using a mixed method research design and employing an empirical online survey method, the researcher conducted an online survey, key-informant interviews with online advertising strategy experts, conversational interviews and a focus group with millennials to uncover their preferences and experience of OASs in light of ten OAA antecedents. Online advertising strategists (OASTs) were also invited to share their experiences of designing OASs targeting millennials in Cape Town. Considering the value of OA and its benefits in growing online brands and business, it is clear that the design of these strategies amidst the growing phenomenon of OAA needs some attention. The impact of the awareness and application of the ten OAA antecedents in conjunction with usage and demographic factors of millennials is an opportunity to gain insights into their personas. With a special attention on design-related OAA antecedents, the researcher will explore the insights gained in this study, which should be valuable for all online advertising strategists, online advertising stakeholders, e-commerce sectors in advertising and OA designers. An interpretation of both the quantitative and qualitative findings reveal a better understanding of online platforms that millennials prefer, the preferences of certain demographics, the way millennials make use of online platforms and advertising and why they have certain attitudes. In the quantitative phase of the study, an online survey divided into 4 sections (namely, millennials’ preferred online platforms; devices, usage and engagement of online platforms; demographic factors; and the influence of ten OAA antecedents on their online browsing) was conducted. 3 450 online surveys were collected and analysed. In the qualitative phase of the study, it was found that millennials expect relevant, tailored and personalised advertising with privacy limits in place within the focus group and conversational interview. The key informants (OASTs) also contributed vastly n sharing similar experiences in the design of OASs engaging millennial consumers. This will be extensively covered in the chapters to follow. The insights gained in this study should be valuable for online advertisers, online advertising strategists, account holders, graphic designers and UI/UX designers in online advertising agencies. In addition, the findings, conclusions and recommendations should assist other researchers and practitioners in the evolving field of graphic design, digital marketing and design and advertising strategy in South Africa and other developing countries. Description: Thesis (MTech (Graphic Design))--Cape Peninsula University of Technology, 2020 Wed, 01 Jan 2020 00:00:00 GMT https://etd.cput.ac.za/handle/20.500.11838/3309 2020-01-01T00:00:00Z https://etd.cput.ac.za/handle/20.500.11838/3303 Title: Design and development of a soft skills acquisition application for young children in informal contexts Authors: Lewis, Nicole Abstract: There is an urgent need for young learners to acquire soft skills due to rapid technological advancements. Research shows that the earlier young children’s soft skills are developed, the better it prepares them for their academic and professional lives. Mobile technology is gaining momentum; people are referring to their mobile phones as an extension of themselves, by altering and simplifying their daily activities. Research has shown that people believe mobile phones have a positive impact on health, education, children and the economics of their country. South Africans believe mobile phones ‘free them’ and save time (Silver et al., 2019). There is an increased interest in using mobile phones as a learning device for younger children. This study addresses both the need for developing soft skills in young learners and the potential of mobile learning to do so, by exploring design principles for a mobile application (app) for developing the soft skills of young learners. The research was conducted framed by Cultural-Historical Activity Theory (CHAT) and using the methodology of Design-Based Research (DBR) in an attempt to acknowledge and describe the experience of co-designing a mobile blueprint with various stakeholders for young children to acquire soft skills informally. In this study, the community, consisting of designers, care professionals and caregivers, and young children, was interviewed, participated in design workshops and was surveyed to gain insight into how to create an effective mobile application blueprint for young children from ages four to five to gain soft skills. Initial results indicated that in Cape Town, there were various methods by which children were informally learning soft skills. The three soft skills focused on in this study, identified through the literature review, that is creative thinking, communication and ethics, were however not yet engaged by the participants of this study. Participants also had little previous knowledge of mobile applications for young children of this age teaching soft skills. From the literature the following design principles were uncovered; basic elements of design, the principle of active learning, engagement, co-design and context sensitivity. Engagement with young children revealed two additional design principles that were formulated during analysis of data collected: the principle of existent imitation documentation and non-designer constructive analysis. Existent imitation documentation describes the process of adding realistic elements and scenarios as children draw with their physical visuals and experiences as conducting research indicates, and non-designer constructive analysis which emphasises the importance of translating/interpreting and analysing non-designer feedback of source of design material by a designer. A finalised mobile application blueprint was created. The mobile application blueprint is called Key to allude to a way of opening doors to future possibilities. Key incorporated a bright and simplistically styled design with four soft skill play-through scenarios that has safety features and which would be easy to navigate for the caregivers and children engaging with the app. Results further revealed interesting contradictions between the caregivers and care professionals of the different sites, for example who was responsible for teaching soft skills to young learners or in relation to the potential of mobile learning for young children, which encouraged the designer of the study to engage the children themselves in the design process. The research gives recommendations on the local and global use of the findings for future graphic designers venturing into designing mobile applications for acquiring soft skills. This research informs the process of mobile application design by offering existing design theory elements and principles, a blueprint model of co-created mobile application design and aids research into relations between mobile devices and young children, caregivers and Montessori1 care professionals. Description: Thesis (MTech (Graphic Design))--Cape Peninsula University of Technology, 2020 Wed, 01 Jan 2020 00:00:00 GMT https://etd.cput.ac.za/handle/20.500.11838/3303 2020-01-01T00:00:00Z