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The job to be done for the FM and digital radio audience
Mini Dissertation (MBA)--University of Pretoria, 2018.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2019
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| _version_ | 1867613584576479232 |
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| access_status_str | Open Access |
| author2 | Chen, Jeff |
| author_browse | Chen, Jeff |
| author_facet | Chen, Jeff |
| 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:2263/68907 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:38:28.311Z |
| 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:2263/68907 The job to be done for the FM and digital radio audience Chen, Jeff ichelp@gibs.co.za Mostert, Johannes Daniel UCTD Mini Dissertation (MBA)--University of Pretoria, 2018. FM radio in South Africa has come under severe pressure from digital disruption, with the exponential acquisition of audiences on digital platforms. To determine if a new technology will be accepted by users, perceived ease of use and perceived usefulness aids as a guiding principle. The technology literature is limited to the physical and technological aspects of the product and insufficiently describes the emotional and physical needs of the user. However, studies have been conducted to determine why people use certain digital products and for what gratification. This study explores the job to be done for the audiences of digital platforms. Semi-structured interviews were conducted with 20 participants who listen to FM radio in South Africa. The study found that digital radio needs to confirm the aspect of technology acceptance, as well address specific values to satisfy the audience. The key difference between FM radio and digital radio was that digital radio offers more immersive and in-depth content which the user is able to personalise according to their needs. To advertise effectively, radio stations must offer advertising that has authentic messaging and bespoke advertising content that sells an experience to the audience. This study contributes to the literature by combining various theories and frameworks into one model for acquiring audiences. A framework is presented that will help radio station managers in creating audience acquisition strategies for both FM and digital radio, as well as creating more effective advertising. kr2019 Gordon Institute of Business Science (GIBS) MBA 2019-04-04T10:17:11Z 2019-04-04T10:17:11Z 30-Mar-19 2018 Mini Dissertation Mostert, JD 2018, The job to be done for the FM and digital radio audience, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/68907> http://hdl.handle.net/2263/68907 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 The job to be done for the FM and digital radio audience |
| title | The job to be done for the FM and digital radio audience |
| title_full | The job to be done for the FM and digital radio audience |
| title_fullStr | The job to be done for the FM and digital radio audience |
| title_full_unstemmed | The job to be done for the FM and digital radio audience |
| title_short | The job to be done for the FM and digital radio audience |
| title_sort | job to be done for the fm and digital radio audience |
| topic | UCTD |
| url | http://hdl.handle.net/2263/68907 |