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The influence of narrative persuasion on the intent to acquire financial literacy amongst South African football players and the mediating effect of identification with character
Mini Dissertation (MBA)--University of Pretoria, 2025.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2026
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| _version_ | 1867613453744603136 |
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| access_status_str | Open Access |
| author2 | Price, Gavin |
| author_browse | Price, Gavin |
| author_facet | Price, Gavin |
| collection | Thesis |
| dc_rights_str_mv | © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2025. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/109656 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:23.737Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/109656 The influence of narrative persuasion on the intent to acquire financial literacy amongst South African football players and the mediating effect of identification with character Price, Gavin ichelp@gibs.co.za Jasone, Mpho UCTD Narratives Behaviourial intention Financial literacy Financial planning Mini Dissertation (MBA)--University of Pretoria, 2025. This study’s focus explores the relationship between message type exposure (narrative and non-narrative) and behavioural intention of football players to acquire financial literacy with the objective of understanding effective communication when it comes to financial education engagements with South African football players. With reported post-career financial demise of football players and absence of compulsory retirement pension structures within the football landscape, exploring effective ways to engage South African football players with regards to retirement planning is essential. Using an experiment strategy, this study compares the impact of narrative and non-narrative message exposure on behavioural intention to acquire financial literacy amongst South African football players and deploys quantitative methodology to report on the findings of the study. The findings reveal that both narrative and non-narrative message increase intent to acquire financial literacy, with football players exposed to narrative messaging showing higher levels of character identification. The study makes recommendation for integration of narrative message stressing the importance of financial planning within the financial education programmes presented to South African football players. At the core, this study underscores the importance of tailoring financial education programmes and marketing initiatives to first achieve psychological shift of football players with regards to their attitudes and intention toward financial literacy acquisition. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-04: Quality education 2026-04-21T08:46:34Z 2026-04-21T08:46:34Z 2026-05-05 2025 Mini Dissertation * A2025 http://hdl.handle.net/2263/109656 en © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Narratives Behaviourial intention Financial literacy Financial planning The influence of narrative persuasion on the intent to acquire financial literacy amongst South African football players and the mediating effect of identification with character |
| title | The influence of narrative persuasion on the intent to acquire financial literacy amongst South African football players and the mediating effect of identification with character |
| title_full | The influence of narrative persuasion on the intent to acquire financial literacy amongst South African football players and the mediating effect of identification with character |
| title_fullStr | The influence of narrative persuasion on the intent to acquire financial literacy amongst South African football players and the mediating effect of identification with character |
| title_full_unstemmed | The influence of narrative persuasion on the intent to acquire financial literacy amongst South African football players and the mediating effect of identification with character |
| title_short | The influence of narrative persuasion on the intent to acquire financial literacy amongst South African football players and the mediating effect of identification with character |
| title_sort | influence of narrative persuasion on the intent to acquire financial literacy amongst south african football players and the mediating effect of identification with character |
| topic | UCTD Narratives Behaviourial intention Financial literacy Financial planning |
| url | http://hdl.handle.net/2263/109656 |