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All Journal Golden Ratio of Marketing and Applied Psychology of Business Golden Ratio of Human Resource Management Golden Ratio of Social Science and Education Golden Ratio of Data in Summary Indonesian Journal of Classroom Action Research (IJCAR) Journal of Management and Informatics Indonesian Journal of Health Research and Development Advances in Human Resource Management Research Advances in Business & Industrial Marketing Research Advances in Healthcare Research Advances in Community Services Research Journal of Indonesian Health Policy and Administration Vokasi UNESA Bulletin of Engineering, Technology and Applied Science IJITL
Willie, Michael Mncedisi
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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Journal : Advances in Business

 1 
Adoption of Digital Marketing Strategies by Medical Schemes in South Africa: A Case Study of Two Large Open Medical Schemes Willie, Michael Mncedisi
Advances in Business & Industrial Marketing Research Vol. 3 No. 1 (2025): October - January
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i1.409

Abstract

Purpose: This study examines how digital marketing strategies—mobile apps, social media, and e-mail marketing—enhance consumer engagement, retention, and trust within the health insurance sector. Research Design and Methodology: Using purposive sampling, a case study approach was employed to analyze two health insurance schemes (Scheme A and B). Data collection focuses on mobile app usage, social media engagement, and e-mail campaigns. Findings and Discussion: Scheme A saw an 85% increase in daily app logins and a 14% rise in social media followers. Meanwhile, Scheme B experienced a 39% growth in app downloads but lower social media engagement. Both schemes demonstrated a shift from e-mail marketing to mobile and social media platforms. Implications: Health insurers should prioritize mobile and social media marketing to enhance customer engagement and loyalty through personalized digital interactions. The study contributes to understanding digital marketing's role in the industry and provides insights for future research.
Brand Repositioning and Diversity: A Case Study of Lucky Dube Willie, Michael Mncedisi
Advances in Business & Industrial Marketing Research Vol. 3 No. 2 (2025): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i2.425

Abstract

Purpose: This study examines Lucky Dube’s brand repositioning from Mbaqanga to reggae, highlighting how it expanded his global reach while preserving his African identity. Research Design and Methodology: A qualitative approach, including a literature review and case studies, applies branding theories such as cultural branding and Aaker’s Brand Equity Model to assess Dube’s market expansion. Findings and Discussion: Key factors in Dube’s success include authenticity, audience engagement, and strategic communication, demonstrating how artists can broaden their appeal while maintaining cultural identity. Implications: The study offers branding insights applicable across industries, emphasizing authenticity, targeted engagement, and strategic communication to strengthen brand equity.
Isuzu and Nogwaja: A Strategic Partnership in Brand Identity Willie, Michael Mncedisi
Advances in Business & Industrial Marketing Research Vol. 3 No. 3 (2025): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i3.444

Abstract

Purpose: This study explores the strategic partnership between Isuzu and adventurer Nogwaja, examining how it enhances Isuzu's brand identity while deepening consumer engagement through influencer marketing. Research Design and Methodology: This study utilized qualitative research methodology, incorporating a scoping literature review and case studies to examine the effectiveness of branding strategies in the automotive industry. It focused on Aaker's Brand Equity Model and the impact of partnerships, like Isuzu's collaboration with influencers, on brand perception and market appeal. Findings and Discussion: The partnership's success is attributed to authenticity, emotional engagement, and strategic communication. Nogwaja's alignment with Isuzu's values of adventure, resilience, and endurance strengthens the brand's credibility and fosters deeper consumer trust. Additionally, incorporating vernacular language and engaging on social media allows Isuzu to connect with local consumers and resonate with younger, adventure-driven audiences. Experiential marketing, exemplified by live events like the Mzansi Off-road Festival, further solidifies Isuzu's image as a high-performance, reliable brand. Implications: The study highlights the importance of authenticity, targeted engagement, and strategic brand positioning. It offers insights that can be applied across industries, particularly in leveraging influence partnerships and experiential marketing to enhance brand equity and long-term consumer loyalty. The Adventure-Brand Evolution Model developed from this study provides a framework for integrating emotional connection and cultural relevance in brand strategies.
Co-Authors Athandile Hadebe