https://etd.cput.ac.za/handle/20.500.11838/76 Wed, 15 Apr 2026 12:43:26 GMT 2026-04-15T12:43:26Z https://etd.cput.ac.za/handle/20.500.11838/4249 Title: The influence of advertising on Instagram on purchase intention among Millennials in South Africa Authors: Sephaka, Boitumelo Abstract: Instagram is a popular networking site which allows Instagram users to use smartphones to take images and/or videos, use filters, and share experiences. The platform has gained popularity among other platforms worldwide, having grown dramatically since its introduction. Instagram's growth has led businesses to start using the platform in their marketing plans. Additionally, the Millennial population of South Africa has consumer demographics with the largest internet usage, making them viable targets for advertising on Instagram. As a result, South African marketers have incorporated advertising on Instagram in their advertising strategies to attract Millennials. Millennials are those for whom technology is part of their everyday lives. They are connected every day, engaging on social media, and using it as a tool to make buying decisions. Technology enables Millennials with the ability to look for information on a product, read through product reviews from other users, and make purchase decisions. This generation utilises social media to interact with online communities and exchange messages, inspiration, videos, and pictures. This study is significant and necessary as it adds to the current collection of studies of the effectiveness of advertising on Instagram and provides important insights on how companies can adjust their advertising tactics to boost engagement with consumers. This study highlights the need to develop and build on existing literature, providing new insights, and contributing to helping businesses. In particular, there have been not many studies regarding the role of advertising on Instagram on the attitude and purchase intent of South African Millennials, thus this study will fill the gap by analysing Millennials in South Africa in this regard. The research reported on here explores how advertising on Instagram affects Millennials’ purchase intention in South Africa, including attitudes, usage factors and demographics. It is important for the businesses to understand how promoting on Instagram works, as there is extensive use of digital networking sites by Millennials nowadays. The study uses the advertising value model and technology acceptance model (TAM) to explain why Instagram advertising promotes Millennial or Generation Y purchase intentions. Hypotheses were developed to explore the correlation of Instagram ads on the purchase intent of each variable. Structural equation modelling (SEM) was used to quantify and examine the relationships between the variables. The research made use of a quantitative research method where a questionnaire was employed for collecting data to analyse the attitudinal influence of advertising on Instagram and its relationship with intention to purchase. The research aimed to assist advertisers with the knowledge to use Instagram as a marketing tool to reach Millennials; the research insights are designed to provide those in South Africa who are marketing to Millennials with valuable information. The current study employed a non-probability sampling method that integrated convenience and snowball sampling methods. The questionnaire was created using the internet resource Google Forms, and emails, social media, and messaging applications like Facebook, Instagram, and WhatsApp were utilised to distribute the Google Forms survey. Participation was limited to Millennial respondents (aged 22 to 42) who had used Instagram and gave their permission to take part. As for the initial data gathering, the survey was conveniently administered to Faculty of Business and Management Sciences students as well as J and B House residents, and thereafter snowballing sampling was employed. Data were collected and analysed by the Statistical Package for Social Science. The total sample size was 521 respondents. The Cape Peninsula University of Technology's Business and Management Sciences Faculty Ethics Committee granted approval for the researcher to conduct the study and fieldwork, and participants consented before commencing the study. The study's findings demonstrated that there were favourable associations between the variables, such as entertainment and perceived irritation and perceived usefulness, which helped to expand and create a revised TAM model in terms of advertising on Instagram. The study also found that Millennial respondents who spent more hours, were less experienced, and displayed greater purchase incidence tendencies showed more favourable purchase intention attitudes. This study can help South African businesses wanting to increase brand awareness, boost sales, track audience engagement and find prospects. Marketers can gain knowledge about Instagram's use, how to employ Instagram ads and how to encourage purchase intentions. Thus, this study will contribute substantial knowledge concerning Instagram's rapid growth and the ways in which companies could utilise the platform for advertising. The results of the data collected emphasised how businesses could implement Instagram advertising in their promotional activities when attracting Millennials. The study extended the TAM and advertising value model; thus, a newly developed model was created that demonstrated that entertainment, informativeness, irritation, credibility, perceived usefulness, perceived ease of use, and purchase intention positively interact with Millennials’ intentions to purchase products or services using Instagram. The data collected validated most of the hypotheses, which showed that Millennials’ attitudes were generally positive toward Instagram advertising. Description: Thesis (Master of Marketing)--Cape Peninsula University of Technology, 2024 Mon, 01 Jan 2024 00:00:00 GMT https://etd.cput.ac.za/handle/20.500.11838/4249 2024-01-01T00:00:00Z https://etd.cput.ac.za/handle/20.500.11838/4248 Title: The effect of Instagram influencers on intention to purchase among generation Z in Cape Town Authors: Mxunyelwa, Ayabonga Siyamthanda Abstract: The use of Instagram influencers has emerged as an essential strategy in digital marketing, with compelling evidence demonstrating a considerable impact on modifying consumer purchase intention. Despite the extensive use of the internet, additional academic research is required concerning how Instagram influencers affect the behaviour of young consumers. Instagram influencers are rapidly growing into a vital part of social media marketing strategies. The evolution of digital technology has resulted in diverse forms of marketing and endorsing, particularly through channels such as Instagram. The growing use of Instagram and its influencers in marketing demonstrates their substantial influence on customer behaviour intentions. Despite this, further research into the effects of Instagram influencers on customer intentions is needed. Generation Z is distinguished by its involvement in the digital space; they use Instagram as a platform for exchanging more information about current trends. Generation Z, as future digital decision-makers and customers, requires greater understanding to design effective marketing strategies. This study investigates the effects of Instagram influencers on Generation Z, specifically how influencer endorsements affect consumer purchase intentions in this cohort. Instagram influencers are used by marketers to enhance engagement and increase customer purchase intent. However, further information is required in African developing countries about how consumers perceive Instagram influencers. This study used the perceived usefulness, ease of use, and intention to purchase constructs from the technology acceptance model (TAM). The associations of the TAM constructs were assessed in relation to the source credibility model constructs, which included attractiveness, credibility, expertise, and trust. The study used structural equation modelling to examine the relationships between these constructs in terms of Instagram influencer marketing. The main aim of the study was to assess the influence of attractiveness, credibility, expertise, trust, perceived ease of use, and perceived usefulness on intention to purchase due to Instagram influencers among Generation Z in Cape Town, South Africa. The study also explored how age, gender, and educational level affect this cohort of consumers' intention to purchase due to social media influencer marketing. Additionally, this study sought to evaluate the methods by which Generation Z consumers' purchase intentions are influenced by influencers, time spent on Instagram, average spending, influencer types, Instagram's role in brand endorsements, frequency of Instagram use, and influencer purchase intentions. This study combined purposive and snowball non-probability sampling methods using a quantitative approach. A self-administered questionnaire was used to assess the effect of Instagram influencers on young consumers’ purchase intentions. The survey was distributed physically and also electronically through Google Forms at the Cape Peninsula University of Technology District Six campus and surrounding areas, as well as to the referrals emanating from the snowball sampling. Statistical Package for Social Science software was used to analyse the data that emanated from 1 881 respondents. The CPUT Business and Management Sciences Faculty Ethics Committee approved the study ethically, and all participants provided informed consent. The development of an updated TAM and source credibility models integrating Instagram influencers in digital marketing showed positive correlations between various influencer constructs (attractiveness, credibility, expertise, perceived ease of use, and perceived usefulness) and purchase intentions. The study also found that improved purchase intentions among Generation Z were associated with Instagram influencers with a higher number of followers, greater Instagram usage in terms of time and frequency, higher digital spending, and stronger behavioural purchase intentions. This analysis provides South African businesses with insightful information about methods to use Instagram influencers in digital marketing to connect with Generation Z, a group that aspires to companies that share their values. The study extends the body of knowledge on influencer marketing by determining the effects of Instagram influencers. The results highlight the significance of employing influencers who are attractive, credible, trustworthy, and considered to be experts by showing that influencer marketing favourably affects purchase intentions. Moreover, the perceived usefulness and ease of use of Instagram further increase its significance in interacting with younger consumers. By incorporating Instagram influencers into their marketing strategy and incorporating their credible endorsements, brands may increase consumer purchase intentions. This study contributes to the growing research on Instagram influencers as a method of digital marketing and provides innovative perspectives and a more comprehensive understanding of attitudes toward and usage of Instagram, in addition to the frequency of use of these influencers in the context of Generation Z consumer digital marketing. Through the extension of the TAM and the source credibility model, the results of the current research contribute to the body of literature, which indicates that the use of Instagram in social media positively influences several associations between perceived usefulness, expertise, trust, attractiveness, credibility, and ease of use. This study is important because it ensures that young consumer preferences are better understood and allows for the tailoring of future strategies to enhance the effectiveness of marketing strategies, enabling brands, organisations, marketers, and advertisers to reach this young cohort, as well as to gain a competitive advantage in the marketplace. The outcomes of the present research add to the current literature by highlighting Instagram as a significant channel for marketers to take into consideration when seeking to affect Generation Z's purchasing attitudes. Furthermore, when influencer marketing is used on digital shopping platforms, it becomes a strategic technique for increasing business revenues as well as for successfully influencing customer purchasing intentions. Description: Thesis (Master of Marketing)--Cape Peninsula University of Technology, 2024 Mon, 01 Jan 2024 00:00:00 GMT https://etd.cput.ac.za/handle/20.500.11838/4248 2024-01-01T00:00:00Z https://etd.cput.ac.za/handle/20.500.11838/4027 Title: The influence of blockchain on social media marketing in South African banking institutions Authors: Moche, Magdeline Abstract: Financial institutions operate in a very competitive environment to better serve and retain their clients. As a result, financial institutions are increasingly embracing innovative ways including the use of technologies, to improve the services that they deliver to clients. Thus, many financial institutions such as banks employ social media for marketing their products and services. Some banks explore the possibilities of adopting blockchain for marketing. At the time of this study, no bank has adopted a complementary use of social media and blockchain in South Africa. This is the motivation of this study. This study aimed to develop a model that can be used to guide the complementary use of social media and blockchain for marketing in South African banks. In doing so, the factors that influence the tools were examined. Qualitative methods were employed. The case study approach was applied. Two South African banks were selected using a set of criteria. Participants were selected from the banks used as cases in the study. Also, a set of criteria were used to select the participants. Data were collected from the participants using the semi-structured interview technique, which stopped at the point of saturation because there was no new information that was forthcoming. The University’s (CPUT) research ethics were adhered to. For example, neither the organisations nor the participants’ identities are disclosed in the study. The data were analysed using the interpretive approach guided by activity theory (AT) as a lens. Based on the analysis, the factors influencing the use of social media and blockchain for marketing purposes by the banks were revealed. The factors were interpreted. Based on the interpretation a model was developed, which can be used to guide the complementary use of social media and blockchain for marketing by banks. The study is original. At the time of the study, no work seems to have been conducted on how social media and blockchain can be complementarily used for marketing in South Africa, or elsewhere in the world. In the end, the study is evaluated, and recommendations are presented, which are intended to assist managers in the banking business and academics. The study has immense contributions from theoretical, practical, and methodological standpoints, which both business and academics can benefit from. Although the study is comprehensive and the aim and objectives are achieved, areas of further study are suggested. Description: Thesis (DComm (Marketing))--Cape Peninsula University of Technology, 2023 Sun, 01 Jan 2023 00:00:00 GMT https://etd.cput.ac.za/handle/20.500.11838/4027 2023-01-01T00:00:00Z https://etd.cput.ac.za/handle/20.500.11838/4025 Title: Digital brand safety and viewability: a guide to protecting online brand reputation from a South African perspective Authors: Hendricks, Jared Abstract: The aim of this study to contribute to the existing body of knowledge regarding digital brand safety and viewability in South Africa. Brand safety and viewability have become increasingly important topics for marketers and media practitioners to adhere to in their digital marketing campaigns. The rationale behind this study is that industry professionals in the marketing and media industries will benefit from this study as the proposed topic could lead to further investigation focussing on the roles played by certain factors or focusing on specific determinants of digital brand safety and viewability more in-depth. Negative associations in the online environment could impact a brand’s reputation. In-depth interviews were conducted with participants from the media and marketing industry in South Africa, either in person or via Microsoft Teams. Deductive reasoning was used, and this study made use of an exploratory research design. Participants also provided additional information which contributed to the body of knowledge. A framework for the process of brand safety is provided, as well as a framework for the process of viewability. This study found that the theory provided by the IAB SA White Paper on brand safety in today’s digital context (2019) and the IAB SA White Paper on viewability in today’s digital context (2019) is confirmed by the experience of marketing and media practitioners in South Africa. As the white papers for both the topic of brand safety and viewability are confirmed by the experience media practitioners, this ensures that best practice is followed and that conversely a process for brand safety and viewability is provided to further enhance the body of knowledge regarding these two topics. Description: Thesis (Master of Marketing)--Cape Peninsula University of Technology, 2023 Sun, 01 Jan 2023 00:00:00 GMT https://etd.cput.ac.za/handle/20.500.11838/4025 2023-01-01T00:00:00Z