Full Text Available
Note: Clicking the button above will open the full text document at the original institutional repository in a new window.
Exploring the role of homophily in purchase behaviour
Mini Dissertation (MBA)--University of Pretoria, 2018.
Saved in:
| Other Authors: | |
|---|---|
| Format: | Thesis |
| Language: | English |
| Published: |
University of Pretoria
2019
|
| Subjects: | |
| Tags: |
No Tags, Be the first to tag this record!
|
| _version_ | 1867613475585392640 |
|---|---|
| access_status_str | Open Access |
| author2 | Reyneke, Mike |
| author_browse | Reyneke, Mike |
| author_facet | Reyneke, Mike |
| collection | Thesis |
| dc_rights_str_mv | © 2019 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, 2018. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/68848 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:36:44.480Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2019 |
| publishDateRange | 2019 |
| publishDateSort | 2019 |
| 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:2263/68848 Exploring the role of homophily in purchase behaviour Reyneke, Mike ichelp@gibs.co.za Haworth, Elizabeth Lauren UCTD Mini Dissertation (MBA)--University of Pretoria, 2018. Homophily is a well-researched phenomenon around the world contributing to the understanding of why certain people form social groups. Most of the dimensions including race and age homophily are often studied in isolation. However, since humanity is complex, so too is the study of human behaviour, and as such, requires an exploration of all the dimensions of homophily present in specific social groups to understand how these social groups interact and influence group behaviour and purchase decisions. This was an exploratory, qualitative study of 17 higher-income black South African women, the composition and nature of their social groups both offline and on social media, and the influence of the group on individual purchase behaviour. This study found the presence of multidimensional homophily in social groups which were formed offline, although homophily also exists on social media. In fact, groups interact over social media more than face-to-face, and while social comparison is a common behaviour both offline and online, it was not a predictor of purchase behaviour. It was also affirmed that groups are effective at nudging individuals and influencing their purchase behaviour. Group-based brand experiences are recommended for more effective brand engagement for advertisers. The implications and recommendations for further research have also been discussed. dm2019 Gordon Institute of Business Science (GIBS) MBA 2019-04-04T10:16:59Z 2019-04-04T10:16:59Z 30-Mar-19 2018 Mini Dissertation Haworth, LE 2018, Exploring the role of homophily in purchase behaviour, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/68848> http://hdl.handle.net/2263/68848 en © 2019 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 Exploring the role of homophily in purchase behaviour |
| title | Exploring the role of homophily in purchase behaviour |
| title_full | Exploring the role of homophily in purchase behaviour |
| title_fullStr | Exploring the role of homophily in purchase behaviour |
| title_full_unstemmed | Exploring the role of homophily in purchase behaviour |
| title_short | Exploring the role of homophily in purchase behaviour |
| title_sort | exploring the role of homophily in purchase behaviour |
| topic | UCTD |
| url | http://hdl.handle.net/2263/68848 |