Browsing by Author "Maseke, Bernardus Franco"

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    A contrast of the benefits and challenges of public–private partnerships in land delivery and low income housing initiatives for the City of Windhoek
    (Journal of Business Administration and Social Studies, 2023) Maseke, Bernardus Franco
    The aim of the study was to determine the effectiveness of private–public partnerships on land delivery for housing development. A triangulation research design was used whereby both quantitative and qualitative data were collected in parallel and integrated as information in the final interpretation of the overall results. A sample size of 80 respondents was statically determined and randomly selected from a target population of 120 employees and beneficiaries of private–public partnerships using probability sampling. The study findings revealed that the City of Windhoek’s private–public partnerships model and housing initiatives for low-income earners fell short, in that to date, only a handful of those from the grassroots have benefited. The drawn conclusions were that, although the Triple-P model and housing initiatives were adopted to bridge the ever-widening gap of housing shortage, a need exists to create a community savings interest-earning fund that could enable low-income groups to acquire land and leverage additional government support to build houses. The study concluded that for effective execution of the private–public partnership initiative, monitoring, feedback, and evaluation of the project milestones should be implemented and consistently executed.
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    An investigation into consumer attitudes affecting the adoption of mobile marketing in Namibia
    (University of Namibia, 2019) Maseke, Bernardus Franco
    Mobile device technology advances and globalisation have transformed the way the world conducts business and are progressively providing consumers with greater variety, convenience, and affordability. One such mobile technology advancement that has taken the globe by storm is “mobile marketing”. Nonetheless, consumers, especially in developing countries such as Namibia, are deprived of enjoying the benefits mobile marketing has to offer and are more focused on using their mobile devices to interact with friends and family on social media platforms. The Purpose of this study was to investigate how consumer attitudes affect the adoption of mobile marketing in Namibian. In addition, the study sought to determine if the factors identified in the literature also influence consumer attitudes towards mobile marketing adoption in Namibia. This study pursued a positivist research philosophy and explanatory or causal research design since this would not only address the research objective but would also be highly appropriate in revealing new knowledge through hypothesis testing. Survey Research Strategy was suitable for this study in order to investigate the factors affecting consumer attitudes and mobile marketing adoption. This allowed for them to be measured simultaneously and allow for potentially underlying relationships to be examined. The reliability of the scales in the research instrument was tested through Cronbach’s alpha coefficient. In addition, Confirmatory Factor Analysis (CFA) was used to ensure validity. CFA was also performed to determine and confirm the core factors pertinent to the research. Structural Equation Modelling (SEM) was used to perform hypothesis testing and in validating the research model. The study found that all factors (perceived entertainment, perceived informativeness, perceived credibility, and perceived irritation) affect consumer attitudes. The research findings revealed that consumers’ adoption of mobile marketing in Namibia is positively affected by consumers’ attitudes towards mobile marketing. The study concluded with empirical and theoretical contributions, recommendations and future research avenues such as: for marketing managers to develop effective mobile marketing messages and strategies, they must understand the demographics of iii their target audiences. Marketers should invest more time in understanding how consumers evaluate marketing messages they receive on their mobile devices. This could help to determine consumer attitudes towards receiving and reading these messages and would allow for more effective advertising on mobile devices. Novel validated constructs followed by a model for consumer attitudes towards mobile marketing adoption concluded the study as empirical contributions to the science.
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    Social media classifications for impactful marketing
    (African Journal of Marketing Management, 2022) Maseke, Bernardus Franco
    Social media usage and applications are on the upsurge. Marketers must synchronize advertising content, consumer profile and social media applications for impactful advertising. Nevertheless, social media applications proportionally grew in numbers and types giving both marketers and consumers endless options and creating confusion in choice. This study used factor analysis to classify social media into three classifications marketers can use to target consumers during social media marketing campaigns. The study suggested novel practical marketing stratagems for social media marketing practitioners. This study pursued a positivist research philosophy. In particular, an empirical research methodological approach was adopted for this study. The reliability of the scales in the research instrument was tested using the Cronbach alpha coefficient. Systematic random sampling was employed to reach a sample of 355 consumers. A self-administered questionnaire was used to collect data. Structural Equation Modelling (SEM) was used to perform regression analysis in validating the research model. Findings revealed three types of social media exist, formal, informal and entertainment social media. Formal social media being the main social media is influenced by entertainment social media and informal social media. In addition, informal social media platforms are WhatsApp, Twitter Instagram, Facebook, and others. While entertainment social media platforms are YouTube and Snapchat. Future research can focus on social media products for marketing as well as focused social media on age marketing. Future studies can determine the relationships between age versus focused social media usage and product versus focused social media correlations.