Marketing graduates and students from the UKZN’s School of Management, IT and Governance made noteworthy contributions during the African Social Marketing Association’s (AfSMA) inaugural annual conference 2023, focused on the advancement of social marketing to address economic, social and environmental challenges.
The inaugural AfSMA Conference served as a platform for professionals, academics, and policymakers to exchange knowledge and collaborate on social marketing initiatives and research.
Presenters included Master of Commerce in Marketing graduates, Mr Siboniso Ndlovu and Ms Tendai Matimelo; Co-ordinator – Business Development Programme at Zimele Wethu Foundation, and PhD in Marketing Candidate, Marketing and Communications Manager for the National Institute of Public Administration, Ms Chabala Kawesha.
Master of Commerce in Marketing graduates Ms Sinegugu Dumakude, Mr Simphiwe Hlophe and Ms Vivian Chineye Ofili Aigbe also presented their findings.
Dumakude presented a research paper titled: How Much do South Africans Know about Eco-Labels? which investigated the level of awareness and understanding among South Africans regarding eco-labels.
‘Eco-labels play a crucial role in guiding consumers toward environmentally friendly products and services. The research aimed to assess the content of their knowledge,’ she said.
Dumakude’s research provided valuable insights for marketers and policymakers striving to promote sustainable consumption practices while Aigbe addressed the topic of Trust and Eco-Friendly Behaviour in her research paper, exploring the relationship between trust and engagement of individuals in eco-friendly behaviours.
Said Aigbe: ‘Understanding the dynamics between trust and eco-friendly behaviour is essential for marketers aiming to encourage sustainable choices among consumers.’
Hlophe who presented on: Changing Attitudes to Achieve Sustainable Fish Consumption: A Theory of Planned Behaviour Perspective, focused on analysing the attitudes of consumers toward sustainable fish consumption, employing the theory of planned behaviour as a framework.
‘By examining the factors that shape individuals’ attitudes and intentions towards sustainable fish consumption, the research contributes to the development of effective marketing strategies aimed at promoting sustainable fisheries and responsible consumption practices,’ said Hlophe, ‘This paper reports on the findings of research into factors which influence consumers in the emerging market of South Africa, to respond favourably to sustainable fish products.’
Ndlovu whose research was titled: A Developing Market Perspective: Evaluation of Message Framing and Message Explicitness Use in Green Advertising, shed light on the extent to which green advertisements in magazines in South Africa exhibit message explicitness and different forms of message of framing in emerging markets.
Matimelo’s presentation: The Effectiveness of Social Marketing in Addressing Unhealthy Eating Habits: A Systematic Review, provided valuable insights into the role of social marketing in promoting healthy eating habits.
Matimelo said: ‘The aim of the research was to determine which social marketing initiatives for unhealthy eating habits have been effective and look into the theories used in effectively addressing this issue.’
Kawesha’s contribution to the conference was twofold – she chaired a plenary panel session on Food Security, fostering meaningful discussions among experts in the field during the conference and also presented on: Developing an Integrated Social Marketing Evaluation Framework (ISMEF) for Social Marketing Health Campaigns Placed on Social Media. Her aim was to provide a comprehensive approach to evaluating the impact of health campaigns disseminated through social media platforms.
Professor Debbie Vigar-Ellis, UKZN’s Professor in Marketing and President of AfSMA who co-chaired the conference, said the acceptance of these student papers in a double-blind review process bears testament to the quality of the students’ research and also highlights the growing importance of the field of social marketing as a key focus area for research in the Marketing Discipline.
Words: Samukelisiwe Cele
Photographs: Supplied