A theoretical framework for the online consumer response process The article is based on Janette Hanekom's Master's dissertation entitled A theoretical framework for the online consumer response process,Department of Communication Science,Unisa, April 2007.

Abstract

This article describes the foundation and development of a theoretical framework for the online consumer response process. It is based on theoretical criteria for web-based commercial communication and the online consumer response process. Central to this article is the development of the concept of web-based commercial communication. This includes all advertising, marketing communication, public relations and promotional messages on the World Wide Web which are intended to move the consumer through certain response phases to the point of purchasing or proceeding to any other type of action; the identification of the marketing communication paradigm shift from offline to online; and the comparison between online and traditional mass media audience characteristics. A theoretical conceptualisation of the online consumer response process is undertaken and an analysis of consumer response models and the theory of the general consumer response process is performed. This article is a theoretical exploration of the phenomenon of ‘online consumer response’ and the proposed theoretical framework is intended to address the dearth of literature on the topic.     

Theoretical criteria for online consumer behaviour: web-based communication exposure and internal psychological behavioural processes approaches

Various theories, theoretical viewpoints and models on consumer behaviour stipulate consumers’ offline and online behaviour when purchasing a product or using a service. This article deviates from the purchasing perspective and instead proposes an information and web-based communication message ‘seeking and consumption¹ perspective. This new perspective is theoretically grounded in two new approaches to online consumer behaviour: the web-based communication exposure and internal psychological behavioural processes approaches; as well as the integration of various theoretical perspectives, approaches, theories and models that address fragments of offline and online consumer behaviour. The research problem is to address the existing limited and fragmented approaches, because existing purchasing perspectives arguably do not provide adequate theoretical criteria to explain online consumer behaviour during interactive information-seeking and consumption activities. Hence, the main aim of this article is to propose new theoretical criteria for online consumer behaviour to address these shortcomings.     

A new conceptual framework to strengthen internal corporate image: A stakeholder-inclusive perspective

The potential influence that internal stakeholders’ image of the organisation could have on external stakeholders’ image of the organisation, is strongly supported in the literature. This research project attempted to address the need for an approach that facilitates employee engagement, coupled with a leadership approach that allows collaboration, inclusion and cooperation within the organisation, to strengthen internal corporate image. This article reports on the results of the second phase of this research project, where a proposed stakeholder-inclusive conceptual framework for strengthening the internal corporate image, built from a stakeholder-inclusive perspective as depicted in the King III report on corporate governance, was explored in practice. A quantitative, self-administered web-based survey was conducted with the 2014 winners of the Deloitte Best Company to Work For (BCTWF) survey. The results not only indicated that these organisations’ practices resonate with the proposed stakeholder-inclusive framework, but also that the principles of the framework, namely stakeholder theory; integrated internal communication; peace arena; stakeholder engagement by means of the AA1000 Stakeholder Engagement Standard (AA1000SES) and responsible leadership and stewardship correlate with one another. The stakeholder-inclusive conceptual framework expands on the body of knowledge on corporate image and provides corporate communication professionals with a guide for strengthening their organisation’s internal corporate image, which could serve as starting point for strengthening the external corporate image and eventual corporate reputation.     

Applying an open systems public relations model to destination image development

Abstract

Public relations is essentially a communications function concerned with relationships, image and image development and it is from this perspective that the subject is viewed. A literature survey of the use of public relations in tourism indicated that no structural theoretical framework for its application in destination image development has been postulated. This was found to be the case in both tourism and public relations literature. In this article, such a framework is devised. Adapting an existing open-systems public relations model to represent the process of establishing a tourism relationship between a tourist-generating country and a tourist destination does this. This model was used as the foundation for formulating a public relations strategic framework.     

The political process of Boko Haram insurgency onset: a political relevance model

ABSTRACT

As more data emerges on the Boko Haram phenomenon, the controversy over the roots of the insurgency persists. While some emphasise transnational motivational factors based on the Salafist ideology, others focus on diverse local structural factors, including the economy, religion, and politics. Although this article acknowledges the importance of these factors, it argues that these are ubiquitous contextual factors which insufficiently explain the location and timing of the insurgency. By introducing the Political Relevance Model, this article theorises the insurgency onset by focusing on the agency of the local political elites and their relationship with the sect. It finds that the insurgency is rooted in an initial mutually beneficial relationship between the local political elites and a politically relevant group that turned sour, resulting in the attempt by the elites to withdraw the group’s earlier privileges using state coercion which the group frames as state repression requiring violent resistance. These agents have, in their interest, framed this struggle to resonate with the people.     

Identity and culture in theorising African perspectives of communication: The case of an African cinematic model

Abstract

Since communication refers to the sharing of information by any effective means, there is no doubt it entails the ability to make meaning of realities. In this sense, communication is cultural as much as it is human. Since that is the case, its theories cannot be fabricated in the abstract, but must be anchored in people's everyday lifestyles and cultures. Hence, like every other discipline, Africanising communication science is as much a possibility as theorising its perspectives from African contexts and experiences. Focusing on the negative challenges confronting the continent might make scholars see only the difficulties that problematise the application of theories to Africa's reality, which only betrays the Anglo-American stereotypical views of the continent. The argument is made here that the starting point of any theory of communication has to lie with the identity and culture of those involved in the communication process. Specifically by using selected films from Africa, this author considers the exploration of African identity and culture (from a bottom-up paradigm) as the primary starting point to tease out relevant theories of communication for and from an African cultural context.