The challenges in employing digital marketing as a tool for improving sales at selected retail stores in the transkei region
During the last decade, the internet has introduced the information age and electronic commerce (e-Commerce) to millions of individuals worldwide, even those living in rural places, thus providing companies with an alternative platform for customer contact than brick-and-mortar stores. Therefore, bu...
Uloženo v:
| Vydáno v: | Eureka, Social and Humanities (Online) číslo 3; s. 3 - 12 |
|---|---|
| Hlavní autoři: | , |
| Médium: | Journal Article |
| Jazyk: | angličtina |
| Vydáno: |
Tallinn
Scientific Route OÜ
31.05.2022
|
| Témata: | |
| ISSN: | 2504-5563, 2504-5571 |
| On-line přístup: | Získat plný text |
| Tagy: |
Přidat tag
Žádné tagy, Buďte první, kdo vytvoří štítek k tomuto záznamu!
|
| Abstract | During the last decade, the internet has introduced the information age and electronic commerce (e-Commerce) to millions of individuals worldwide, even those living in rural places, thus providing companies with an alternative platform for customer contact than brick-and-mortar stores. Therefore, businesses must alter their conventional marketing techniques and develop new approaches to engage consumers on the platforms where they want to connect and make purchases. This study assessed the perceived challenges in using Digital Marketing to boost sales at retail stores in the Transkei region. A qualitative and exploratory research design was used to collect data from store managers through face-to-face interviews. A non-probability sampling technique, known as purposive sampling, was employed to identify 14 store managers based on their knowledge of the subject matter. The findings of this study show that several factors, such as government legislation [the Protection of Personal Information (POPI) Act of 2016], which states that customers cannot be contacted without their express consent; customers' perceptions; poor connectivity in rural areas; costs and angry customer responses are some of the retailers'challenges in employing Digital Marketing. This research could assist the management of retail stores to comprehend the company's challenges and facilitate the implementation of Digital Marketing initiatives to improve service quality, especially during this period of the Covid-19 pandemic. This study has contributed to the Digital Marketing literature in developing countries and laid the groundwork for future research. |
|---|---|
| AbstractList | During the last decade, the internet has introduced the information age and electronic commerce (e-Commerce) to millions of individuals worldwide, even those living in rural places, thus providing companies with an alternative platform for customer contact than brick-and-mortar stores. Therefore, businesses must alter their conventional marketing techniques and develop new approaches to engage consumers on the platforms where they want to connect and make purchases. This study assessed the perceived challenges in using Digital Marketing to boost sales at retail stores in the Transkei region. A qualitative and exploratory research design was used to collect data from store managers through face-to-face interviews. A non-probability sampling technique, known as purposive sampling, was employed to identify 14 store managers based on their knowledge of the subject matter. The findings of this study show that several factors, such as government legislation [the Protection of Personal Information (POPI) Act of 2016], which states that customers cannot be contacted without their express consent; customers' perceptions; poor connectivity in rural areas; costs and angry customer responses are some of the retailers'challenges in employing Digital Marketing. This research could assist the management of retail stores to comprehend the company's challenges and facilitate the implementation of Digital Marketing initiatives to improve service quality, especially during this period of the Covid-19 pandemic. This study has contributed to the Digital Marketing literature in developing countries and laid the groundwork for future research. |
| Author | Guzana, Mpumzi Msosa, Steven Kayambazinthu |
| Author_xml | – sequence: 1 givenname: Mpumzi orcidid: 0000-0002-9932-5555 surname: Guzana fullname: Guzana, Mpumzi – sequence: 2 givenname: Steven Kayambazinthu orcidid: 0000-0001-9074-5644 surname: Msosa fullname: Msosa, Steven Kayambazinthu |
| BookMark | eNqFkE1LAzEQhoNUsNb-BQl4bs33dsGLFL-g4KWeQ3Z3to1NNzVJhYI_3qyVHrx4muHNvDNvnks06HwHCF1TMmWUE37LJBETKQs6ZYSxKSGMz8ozNDzpg1Ov-AUax2grIkTBlVB0iL6Wa8D12jgH3Qoith2G7c75g-1WuLErm4zDWxM2kHrFRGxw8t7h1gdst7vgP3s9GpfNJuEIDuoEDQ6QjHU4Jh-Oa1M-lILp4gZsfl1Z312h89a4COPfOkJvjw_L-fNk8fr0Mr9fTGpaqHJSApGtNJKCFFXBWCmZEE1ZMUlFQUBArcpWVZJXSpqirVljGK_KVrS1KnhT8BG6Oe7NcT_2EJN-9_vQ5ZOaUzIrCZOC5am741QdfIwBWl3n36ecM8e2TlOif5DrHqfu0eoeuT4iz3b1x74LNpM7_Gf8Br3Vh0c |
| CitedBy_id | crossref_primary_10_3390_jtaer19030121 crossref_primary_10_1186_s13731_025_00470_3 |
| Cites_doi | 10.1016/j.bushor.2014.07.002 10.5455/IJOMR.2016254411 10.1108/JEIM-01-2018-0003 10.18775/jibrm.1849-8558.2015.42.3001 10.3390/su12239996 10.3233/JCS-2009-0398 10.1007/s11747-019-00695-1 10.3390/su11102839 10.1088/1757-899X/940/1/012065 10.1007/978-3-319-69341-5_9 10.22214/ijraset.2020.5456 10.34257/GJMBREVOL22IS2PG35 10.1108/02634500810860584 10.3390/fi9040076 10.4102/sajim.v20i1.917 10.1108/JSBED-05-2013-0073 10.18775/ijmsba.1849-5664-5419.2014.15.1006 10.2501/IJA-30-1-013-046 10.1007/978-3-319-28281-7_2 10.1080/0267257X.2010.495284 |
| ContentType | Journal Article |
| Copyright | 2022. This work is published under https://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. |
| Copyright_xml | – notice: 2022. This work is published under https://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. |
| DBID | AAYXX CITATION 0-V 3V. 7XB 88J 8BJ 8FK ABUWG AFKRA ALSLI AZQEC BENPR CCPQU COVID DWQXO FQK GNUQQ JBE M2R PHGZM PHGZT PIMPY PKEHL POGQB PQEST PQQKQ PQUKI PRINS PRQQA Q9U |
| DOI | 10.21303/2504-5571.2022.002389 |
| DatabaseName | CrossRef ProQuest Social Sciences Premium Collection【Remote access available】 ProQuest Central (Corporate) ProQuest Central (purchase pre-March 2016) Social Science Database (Alumni Edition) International Bibliography of the Social Sciences (IBSS) ProQuest Central (Alumni) (purchase pre-March 2016) ProQuest Central (Alumni) ProQuest Central UK/Ireland Social Science Premium Collection ProQuest Central Essentials - QC ProQuest Central ProQuest One Community College Coronavirus Research Database ProQuest Central International Bibliography of the Social Sciences ProQuest Central Student International Bibliography of the Social Sciences Social Science Database ProQuest One Academic ProQuest One Academic (New) Publicly Available Content Database ProQuest One Academic Middle East (New) ProQuest Sociology & Social Sciences Collection ProQuest One Academic Eastern Edition (DO NOT USE) ProQuest One Academic (retired) ProQuest One Academic UKI Edition ProQuest Central China ProQuest One Social Sciences ProQuest Central Basic |
| DatabaseTitle | CrossRef Publicly Available Content Database ProQuest Sociology & Social Sciences Collection ProQuest Central Student ProQuest One Academic Middle East (New) ProQuest Central Essentials ProQuest Social Science Journals (Alumni Edition) ProQuest Central (Alumni Edition) ProQuest One Community College Sociology & Social Sciences Collection ProQuest Central China ProQuest Central International Bibliography of the Social Sciences (IBSS) ProQuest Central Korea ProQuest Central (New) Social Science Premium Collection ProQuest One Social Sciences ProQuest Central Basic ProQuest One Academic Eastern Edition Coronavirus Research Database ProQuest Social Science Journals ProQuest Social Sciences Premium Collection ProQuest One Academic UKI Edition ProQuest One Academic ProQuest One Academic (New) ProQuest Central (Alumni) |
| DatabaseTitleList | Publicly Available Content Database CrossRef |
| Database_xml | – sequence: 1 dbid: PIMPY name: Publicly Available Content Database url: http://search.proquest.com/publiccontent sourceTypes: Aggregation Database |
| DeliveryMethod | fulltext_linktorsrc |
| Discipline | Social Sciences (General) |
| EISSN | 2504-5571 |
| EndPage | 12 |
| ExternalDocumentID | 10_21303_2504_5571_2022_002389 |
| GroupedDBID | AAYXX ABUWG AFFHD AFKRA ALMA_UNASSIGNED_HOLDINGS ALSLI AZQEC BENPR CCPQU CITATION DWQXO GNUQQ M2R OK1 PHGZM PHGZT PIMPY PRQQA 0-V 3V. 7XB 8BJ 8FK COVID FQK JBE PKEHL POGQB PQEST PQQKQ PQUKI PRINS Q9U |
| ID | FETCH-LOGICAL-c1769-9e05f5a51e54b72295244d9b251470e4ec69f6b53b65a7fc2da23b9f4fc673d73 |
| IEDL.DBID | BENPR |
| ISSN | 2504-5563 |
| IngestDate | Sat Nov 08 21:10:25 EST 2025 Sat Nov 29 06:07:18 EST 2025 Tue Nov 18 22:30:43 EST 2025 |
| IsDoiOpenAccess | true |
| IsOpenAccess | true |
| IsPeerReviewed | true |
| IsScholarly | true |
| Issue | 3 |
| Language | English |
| License | https://creativecommons.org/licenses/by/4.0 |
| LinkModel | DirectLink |
| MergedId | FETCHMERGED-LOGICAL-c1769-9e05f5a51e54b72295244d9b251470e4ec69f6b53b65a7fc2da23b9f4fc673d73 |
| Notes | ObjectType-Article-1 SourceType-Scholarly Journals-1 ObjectType-Feature-2 content type line 14 |
| ORCID | 0000-0001-9074-5644 0000-0002-9932-5555 |
| OpenAccessLink | https://www.proquest.com/docview/3108902542?pq-origsite=%requestingapplication% |
| PQID | 3108902542 |
| PQPubID | 5298648 |
| PageCount | 10 |
| ParticipantIDs | proquest_journals_3108902542 crossref_citationtrail_10_21303_2504_5571_2022_002389 crossref_primary_10_21303_2504_5571_2022_002389 |
| PublicationCentury | 2000 |
| PublicationDate | 2022-05-31 |
| PublicationDateYYYYMMDD | 2022-05-31 |
| PublicationDate_xml | – month: 05 year: 2022 text: 2022-05-31 day: 31 |
| PublicationDecade | 2020 |
| PublicationPlace | Tallinn |
| PublicationPlace_xml | – name: Tallinn |
| PublicationTitle | Eureka, Social and Humanities (Online) |
| PublicationYear | 2022 |
| Publisher | Scientific Route OÜ |
| Publisher_xml | – name: Scientific Route OÜ |
| References | 58770 58792 58791 58772 58794 58771 58793 58790 58778 58777 58799 58779 58774 58796 58773 58795 58776 58798 58775 58797 58781 58780 58783 58782 58767 58789 58800 58766 58788 58769 58802 58768 58801 58763 58785 58762 58784 58765 58787 58764 58786 58808 58807 58809 58804 58803 58806 58805 |
| References_xml | – ident: 58778 – ident: 58795 doi: 10.1016/j.bushor.2014.07.002 – ident: 58768 doi: 10.5455/IJOMR.2016254411 – ident: 58780 – ident: 58772 – ident: 58782 – ident: 58763 doi: 10.1108/JEIM-01-2018-0003 – ident: 58784 – ident: 58788 doi: 10.18775/jibrm.1849-8558.2015.42.3001 – ident: 58806 doi: 10.3390/su12239996 – ident: 58802 – ident: 58808 – ident: 58804 – ident: 58805 doi: 10.3233/JCS-2009-0398 – ident: 58762 doi: 10.1007/s11747-019-00695-1 – ident: 58786 – ident: 58767 – ident: 58792 – ident: 58796 doi: 10.3390/su11102839 – ident: 58771 – ident: 58794 – ident: 58779 – ident: 58798 – ident: 58787 doi: 10.1088/1757-899X/940/1/012065 – ident: 58785 doi: 10.1007/978-3-319-69341-5_9 – ident: 58775 – ident: 58809 – ident: 58777 – ident: 58781 – ident: 58774 doi: 10.22214/ijraset.2020.5456 – ident: 58783 – ident: 58769 – ident: 58807 – ident: 58766 doi: 10.34257/GJMBREVOL22IS2PG35 – ident: 58797 doi: 10.1108/02634500810860584 – ident: 58801 – ident: 58765 doi: 10.3390/fi9040076 – ident: 58803 – ident: 58764 – ident: 58800 doi: 10.4102/sajim.v20i1.917 – ident: 58790 doi: 10.1108/JSBED-05-2013-0073 – ident: 58773 doi: 10.18775/ijmsba.1849-5664-5419.2014.15.1006 – ident: 58791 doi: 10.2501/IJA-30-1-013-046 – ident: 58770 – ident: 58776 doi: 10.1007/978-3-319-28281-7_2 – ident: 58789 doi: 10.1080/0267257X.2010.495284 – ident: 58799 – ident: 58793 doi: 10.1016/j.bushor.2014.07.002 |
| SSID | ssib044736461 ssib051327500 ssj0002511732 |
| Score | 2.1834445 |
| Snippet | During the last decade, the internet has introduced the information age and electronic commerce (e-Commerce) to millions of individuals worldwide, even those... |
| SourceID | proquest crossref |
| SourceType | Aggregation Database Enrichment Source Index Database |
| StartPage | 3 |
| SubjectTerms | Challenges Companies Consumers COVID-19 Customers Developing countries Digital marketing Electronic commerce Internet LDCs Legislation Marketing Pandemics Personal information Privacy Quality of service Regions Research design Retail stores Rural areas Rural communities Rural poverty Sales Sampling Trade Transkei |
| Title | The challenges in employing digital marketing as a tool for improving sales at selected retail stores in the transkei region |
| URI | https://www.proquest.com/docview/3108902542 |
| hasFullText | 1 |
| inHoldings | 1 |
| isFullTextHit | |
| isPrint | |
| journalDatabaseRights | – providerCode: PRVHPJ databaseName: ROAD: Directory of Open Access Scholarly Resources customDbUrl: eissn: 2504-5571 dateEnd: 99991231 omitProxy: false ssIdentifier: ssib044736461 issn: 2504-5563 databaseCode: M~E dateStart: 20160101 isFulltext: true titleUrlDefault: https://road.issn.org providerName: ISSN International Centre – providerCode: PRVPQU databaseName: ProQuest Central customDbUrl: eissn: 2504-5571 dateEnd: 99991231 omitProxy: false ssIdentifier: ssj0002511732 issn: 2504-5563 databaseCode: BENPR dateStart: 20160101 isFulltext: true titleUrlDefault: https://www.proquest.com/central providerName: ProQuest – providerCode: PRVPQU databaseName: Publicly Available Content Database customDbUrl: eissn: 2504-5571 dateEnd: 99991231 omitProxy: false ssIdentifier: ssj0002511732 issn: 2504-5563 databaseCode: PIMPY dateStart: 20160101 isFulltext: true titleUrlDefault: http://search.proquest.com/publiccontent providerName: ProQuest – providerCode: PRVPQU databaseName: Social Science Database customDbUrl: eissn: 2504-5571 dateEnd: 99991231 omitProxy: false ssIdentifier: ssj0002511732 issn: 2504-5563 databaseCode: M2R dateStart: 20160101 isFulltext: true titleUrlDefault: https://search.proquest.com/socscijournals providerName: ProQuest |
| link | http://cvtisr.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMwpV1Lb9QwELbolgMXCgXUpaWaAwc4WJuHHSenqq22gkNXKwRSOUW246CIkrSbwAnx2zvjOH1c4MAlB1u2FH3jeXk8H2NvMYzWsRWKW5VHXMTKcZPImhsVOVEVqTG59mQTarXKLy6KdUi49aGsctKJXlFXnaUc-QLdEH8lJpKjq2tOrFF0uxooNLbYNnUqEzO2fbJcrT9NEiWESrN7DdMkxl5oIqPbLAw52MqzmFErL07dssZnxAnp9kUYVBRIJtTZEw1c8dCCPVTg3iqd7fzv_zxjT4M_CsejAD1nj1y7y-bjo10IB7-Hd6E79fsX7DcKFtiJgqWHpgXnWYPRBkLVfCMSEvgxvaUG3YOGoesuAb1jaKYUBvRomHBqgN4T8bgKNr6YFahac9wWXVMYyJR-dw0QgUTXvmRfzpafTz_wQOHAbayyghcukrXUMnZSGEXU4ehOVAWKQyxIGpzNijozMjWZ1Kq2SaWT1BS1qG2m0kqlr9is7Vq3RzVYOjcEnkKgUai0NEmU19Yq7Uwe1XMmJ1hKG_qbE83GZYlxjoezJDhLgrMkOMsRzjlb3K67Gjt8_HPFwQRpGU58X97h-frv0_vsCe01ViAcsNmw-enesMf219D0m8MgwIds6zzx3z9LHFt_PF9_vQFzCPVc |
| linkProvider | ProQuest |
| linkToHtml | http://cvtisr.summon.serialssolutions.com/2.0.0/link/0/eLvHCXMw1V1Nb9QwELVKQYIL3xULBeYAEhyiTRw7jg9VhYCqVdsVQkXqzdiOgyLapN0EEBK_qb-xHicu9AKnHrjGsmU5z34z9sw8Ql54N1pnlonEijJNWCZcYiivEyNSxyqZG1PqIDYhFovy8FB-WCFnMRcGwyrjmRgO6qqzeEc-92ZIeBJjdPPkNEHVKHxdjRIaIyx23c8f3mXrN3be-f_7ktKt9wdvt5NJVSCxmShkIl3Ka6555jgzAtWsPcNV0s8wYzhBZwtZF4bnpuBa1JZWmuZG1qy2hcgrkftxr5HrzHtCWKt_n36M-GVM5MUf5dm49_Q8IacXdz5ozougmYaFwxKszTUmLVNkkvn0UaDbSrGOqKdTeZkvL9NF4MCtO__b6t0ltydrG96M2-MeWXHtfTIbU5JhOtZ6eDXV3n79gPzy2wZsFJjpoWnBBU1kz_BQNV9QYgWOY6Y46B40DF13BN72hyZe0EDvadc3DdAHmSFXwTKE6gLGoo7DesMbBjQUvroGUB6jax-ST1eyGGtkte1a9wgjzHRpECwik6gKp7mhaVlbK7QzZVrPCI8wUHaq3o4iIkfKe3EBPgrhoxA-CuGjRvjMyPyi38lYv-SfPdYjhNR0nvXqN34e_735Obm5fbC_p_Z2FrtPyC0cd4y1WCerw_Kbe0pu2O9D0y-fha0D5PNVo-0cEjdL0A |
| openUrl | ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info%3Asid%2Fsummon.serialssolutions.com&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.atitle=The+challenges+in+employing+digital+marketing+as+a+tool+for+improving+sales+at+selected+retail+stores+in+the+transkei+region&rft.jtitle=Eureka%2C+Social+and+Humanities+%28Online%29&rft.au=Guzana%2C+Mpumzi&rft.au=Msosa%2C+Steven+Kayambazinthu&rft.date=2022-05-31&rft.pub=Scientific+Route+O%C3%9C&rft.issn=2504-5563&rft.eissn=2504-5571&rft.issue=3&rft.spage=3&rft_id=info:doi/10.21303%2F2504-5571.2022.002389 |
| thumbnail_l | http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/lc.gif&issn=2504-5563&client=summon |
| thumbnail_m | http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/mc.gif&issn=2504-5563&client=summon |
| thumbnail_s | http://covers-cdn.summon.serialssolutions.com/index.aspx?isbn=/sc.gif&issn=2504-5563&client=summon |