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Consumers' motivations to engage with local brands on social media
Thesis (MCom)--Stellenbosch University, 2024.
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| Format: | Thesis |
| Language: | en_ZA |
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Stellenbosch : Stellenbosch University
2025
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| _version_ | 1867613976848760832 |
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| access_status_str | Open Access |
| author | Esterhuyzen, Lisa |
| author2 | Theron, Edwin |
| author_browse | Esterhuyzen, Lisa Theron, Edwin |
| author_facet | Theron, Edwin Esterhuyzen, Lisa |
| author_sort | Esterhuyzen, Lisa |
| collection | Thesis |
| dc_rights_str_mv | Stellenbosch University |
| description | Thesis (MCom)--Stellenbosch University, 2024. |
| format | Thesis |
| id | oai:scholar.sun.ac.za:10019.1/131654 |
| institution | Stellenbosch University (South Africa) |
| language | en_ZA |
| last_indexed | 2026-06-10T12:44:42.460Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from SUNScholar — Stellenbosch University Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Stellenbosch : Stellenbosch University |
| publisherStr | Stellenbosch : Stellenbosch University |
| record_format | dspace |
| source_str | SUNScholar — Stellenbosch University Repository |
| spelling | oai:scholar.sun.ac.za:10019.1/131654 Consumers' motivations to engage with local brands on social media Esterhuyzen, Lisa Theron, Edwin Kuhn, Stefanie W. Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Business Management. Social media -- Marketing Internet marketing Consumers -- Attitudes Online social networks Branding (Marketing) UCTD Thesis (MCom)--Stellenbosch University, 2024. ENGLISH SUMMARY: The 'consumer brand engagement' (CBE) concept comprehensively reflects consumers' motives for social media use, particularly digital consumer engagement behaviour. However, despite the growing scholarly interest in addressing 'engagement', disagreement exists regarding the nature of engagement behaviours and the predictive role of consumer motivations. Further, although there is a ‘buy local’ movement whereby consumers are encouraged to support local brands, the role of ethnocentrism in consumers’ decision to engage with local brands on social media has not been examined. To address these gaps in the literature, this study drew from the Uses and Gratifications Theory to examine CBE on social media in a local South African wine brand context and the possible moderating effects of ethnocentrism. A sequential mixed-method research design comprised of a qualitative phase one (focus group discussions) and a quantitative phase two (survey questionnaire) was utilised. The data recorded from phase one was thematically analysed, whereas Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed during phase two. Findings from phase one suggested that the concept of ‘local brand’ is contextual and that although consumers hold positive sentiments towards phrases such as ‘local is lekker’, an overall negative perception of South African product quality persists. Results from phase two revealed that consumer motivations to engage on social media predict consumer online brand-related activities (COBRAs) in varying degrees and that consumer ethnocentrism plays a limited moderating role. Theoretically, this study contributes by refining the model proposed by Buzeta et al. (2020), thus providing insight into the interrelationships that exist between consumers’ motives to engage with local wine brands on social media and their subsequent COBRAs. Managerially, brand managers need to understand that different motivations are associated with different COBRAs and adjust their social media campaigns accordingly. AFRIKAANSE OPSOMMING: Die konsep 'verbruikershandelsmerkbetrokkenheid' (CBE) weerspieel omvattend verbruikers se motiewe vir sosiale mediagebruik, veral digitale verbruikersbetrokkenheidgedrag. Ten spyte van die groeiende wetenskaplike belangstelling om 'betrokkenheid' aan te spreek, bestaan daar onenigheid oor die aard van betrokkenheidsgedrag en die voorspellende rol van verbruikersmotiverings. Verder, alhoewel daar 'n 'koop plaaslik'-beweging is waardeur verbruikers aangemoedig word om plaaslike handelsmerke te ondersteun, is die rol van etnosentrisme in verbruikers se besluit om met plaaslike handelsmerke op sosiale media te skakel nie ondersoek nie. Om hierdie leemtes in die literatuur aan te spreek, het hierdie studie geput uit die Gebruike en Bevredigingsteorie om CBE op sosiale media in 'n plaaslike Suid-Afrikaanse wynhandelsmerkkonteks en die moontlike modererende effekte van etnosentrisme te ondersoek. 'n Opeenvolgende gemengde-metode navorsingsontwerp wat bestaan het uit 'n kwalitatiewe fase een (fokusgroepbesprekings) en 'n kwantitatiewe fase twee (opnamevraelys) is gebruik. Die data verkry deur fase een, is tematies ontleed, terwyl Partial Least Squares Structural Equation Modeling (PLS-SEM) tydens fase twee gebruik is. Bevindinge van fase een het voorgestel dat die konsep van 'plaaslike handelsmerk' kontekstueel is en dat alhoewel verbruikers positiewe sentimente teenoor frases soos 'plaaslik is lekker' het, 'n algehele negatiewe persepsie van Suid-Afrikaanse produkkwaliteit voortduur. Resultate van fase twee het aan die lig gebring dat verbruikersmotiverings om op sosiale media betrokke te raak, COBRA's in wisselende mate voorspel en dat verbruikersetnosentrisme 'n beperkte modererende rol speel. Teoreties dra hierdie studie by deur die oorspronklike Buzeta et al. (2020) model te verfyn en dus insig te bied in die onderling verbande wat bestaan tussen verbruikers se motiewe om met plaaslike wynhandelsmerke op sosiale media en hul daaropvolgende COBRA's te skakel. Bestuursmatig moet handelsmerkbestuurders verstaan dat verskillende motiverings met verskillende COBRA's geassosieer word en hul sosiale media-veldtogte daarvolgens aan te pas. Masters 2025-02-04T06:50:12Z 2025-02-04T06:50:12Z 2024-12 Thesis https://scholar.sun.ac.za/handle/10019.1/131654 en_ZA Stellenbosch University xv, 363 pages : illustrations, maps, includes annexures application/pdf Stellenbosch : Stellenbosch University |
| spellingShingle | Social media -- Marketing Internet marketing Consumers -- Attitudes Online social networks Branding (Marketing) UCTD Esterhuyzen, Lisa Consumers' motivations to engage with local brands on social media |
| title | Consumers' motivations to engage with local brands on social media |
| title_full | Consumers' motivations to engage with local brands on social media |
| title_fullStr | Consumers' motivations to engage with local brands on social media |
| title_full_unstemmed | Consumers' motivations to engage with local brands on social media |
| title_short | Consumers' motivations to engage with local brands on social media |
| title_sort | consumers motivations to engage with local brands on social media |
| topic | Social media -- Marketing Internet marketing Consumers -- Attitudes Online social networks Branding (Marketing) UCTD |
| url | https://scholar.sun.ac.za/handle/10019.1/131654 |
| work_keys_str_mv | AT esterhuyzenlisa consumersmotivationstoengagewithlocalbrandsonsocialmedia |