Department of Marketing

The rapid proliferation of social media has transformed content marketing into a critical
strategy for firm survival in the digital age. This research paper synthesised the existing
literature to evaluate the impact of social media content…

This study explored the role of social media in shaping consumer behaviour and brand
engagement among the youth in Masvingo, Zimbabwe. Using a mixed-methods paradigm, the
research combined quantitative data from 351 respondents and qualitative…

The study was aimed at building and driving actual and potential Chibuku beer marketing agents
towards an inclusive value chain, for performance and income improvement and lifting them from
low livelihoods. The purpose was to include the marketing…

Open and Distance electronic Learning (ODeL) has transformed itself to become virtual with
minimal or even no physical tutor-student contact as academics create learning platforms, mark
assignments and even supervise dissertations and theses…

Leadership in Africa is under-researched while academic investigation into leadership has been much more rigorous, in terms of trends, in America and Europe. In Africa, there is sparse empirical research on leadership in business organizations. This…