Yolanda Jordaan

Protecting Consumer Privacy in the Company's Best Interest

Abstract The increasing use of consumer databases by companies has led to increased levels of concern among consumers that their personal information may not be in safe hands once divulged to companies. A few studies have shown that consumer concern about information privacy may impact on consumer behaviour in ways directly opposed to the aims of the very marketing campaigns developed to increase sales. Should this indeed be the case, it would be in companies’ best interests to make protection of consumer privacy a priority. The aim of this paper is to investigate whether there is potential for such a market-driven mechanism of consumer privacy protection. An empirical survey within the Australian context was conducted to investigate the general level of concern among Australians about information privacy. Furthermore, associations between privacy concern levels and behaviour, as well as prior experiences with information privacy violations, are examined. Results indicate that: general privacy concern levels are high; associations exist between privacy concerns and protective behaviour; people tend to protect themselves in active ways, such as requesting the removal of information, rather than in passive ways, such as changing the distribution channel to reduce risk of privacy violation exposure; reactions to violations are typically very emotional and include behavioural intentions to take the matter to court.

Online privacy-related predictors of Facebook usage intensity

PurposeThe paper aims to assess which aspects of online privacy concern and reported privacy behavior predict Facebook usage intensity. Design/methodology/approachThe data were obtained by collecting 598 surveys via a non-probability, convenience sampling method. A logistic regression was conducted to predict high and low Facebook usage intensity with regard to online privacy-related attributes. FindingsThe findings indicated that only five of the 16 online privacy-related items predicted Facebook usage intensity. The top three items related mainly to the control of online privacy. Research limitations/implicationsThe results of the study identify the most important privacy concern and privacy behavior aspects that Facebook should take note of. The significant predictors of Facebook usage intensity could provide insight into those privacy attributes, which are the most critical to address, when considering the continuous evolution of the online privacy model for Facebook. Originality/valueThe uses-and-gratification theory and the third-person theory provide a framework for understanding and describing the empirical results by referring to the tension experienced between online privacy concerns and online privacy behavior. The value of this study lies in the identification of the online privacy-related attributes that significantly predict Facebook usage intensity. Predicts high/low Facebook usage intensity of online privacy concern and behavior.Framework of uses-and-gratifications theory and third-person theory.Results identify the most important privacy concern and behavior aspects for Facebook.Loss of privacy control is strongest predictor of Facebook usage intensity.Results can assist Facebook to focus on relevant concern and behavior changes.

Comparing levels of career indecision among selected honours degree students at the University of Pretoria

Career indecision plays a major role in the way students perceive their future career prospects and how they approach these prospects. In addition, career indecision influences career-related thoughts and decisions, and plays a role in the way students formulate career goals. A convenience sample from honours students in Accounting Sciences, Financial Management, Economics and Marketing was drawn and their levels of career indecision were measured using self-administered questionnaires. The study demonstrates that differences exist between students whose employment status differs, and those who were studying for different degrees. Consequently, this study has vital implications for groups (such as career counsellors and educational institutions) involved in the career decision-making processes of university students.

Differences in the usefulness of communication channels, as experienced by gender and ethnic groups during their university selection process

Abstract Recruiting students to enrol at a particular institution is becoming a competitive and challenging process for higher education institutions. Therefore, institutions should create efficient and effective ways of providing relevant information to prospective students during their process of selecting an institution. The major communication channels that prospective students consult during their selection process, and the usefulness thereof for students, are important knowledge imperatives for higher education institutions. In this study, 12 different channels of communication, considered by students during a typical higher education institution selection process, were investigated. A non-probability convenience sample of 1 241 first-year students from six higher education institutions in South Africa was drawn. Findings suggest that female students attach a significantly higher value to nine of the 12 communication channels, compared to their male counterparts. There were also differences between the ethnic groups in terms of the usefulness of events on campus, high school teachers, open days and campus visits, as well as university publications. Higher education institutions can use the results to develop communication strategies that are more student oriented, in order to reinforce their image and to reach students more effectively through the appropriate communication channels.

When Second-Best Becomes the First-Best Option: The Education Dilemma

Education is a public good that should be utilized to help build an educated workforce that can contribute to economic growth and prosperity. A relationship exists between industry, secondary and tertiary education as role players in contributing to an effective workforce. This relationship seems to be linear in nature and therefore, when an imbalance in any of these environments occurs it can potentially have an effect on the overall economic wellbeing of the specific country.

Antecedents and Consequences of Users’ Attitudes Towards OSNS Advertising: A Conceptual Framework

The rapid growth of participation in Online Social Networking Sites (OSNS) at the beginning of the twenty-first century has changed the boundaries between the private and public lives of individuals (Acquisti and Gross 2006; Lareau 2011). By making each person into a potential global publisher in a much more user-friendly format than through Web 1.0, OSNS have expanded the ordinary individual’s ability to share information. This situation has led to an increased uncertainty and disagreement about what information should be shared and what should be kept private (Tufekci, 2008).

A second-best solution to higher education challenges

Higher education educators are experiencing challenges and increasing pressure to ensure that graduates are employable. Some speculate that the lack of the right employment skills could contribute even more to the increase in unemployment, than does the global recession. There is a belief that a relationship exists between secondary education, tertiary education and industry, as role-players in providing the necessary skills-training for employment. This relationship seems to be linear, and when an imbalance in any of these environments occurs, it could potentially have an effect on the overall economic well-being of the specific country. This article explores the challenges experienced by higher education educators with regard to student employability. The theory of second best (Lipsey and Lancaster 1956) is introduced, as a possible solution to address the educational challenges. Intervention strategies are proposed, specifically from a marketing educator’s perspective.

The big Mac hamburger: Is it used to communicate a distorted media message?

Abstract For more than a decade the Big Mac index has served as a guide to the layman as to whether currencies are at their ‘correct’ exchange rate level. This article compares the postal rate of a standard letter in South Africa, relative to other selected countries, based on the Big Mac purchasing‐power parity. It provides a theoretical overview of the Big Mac Index, its application and shortcomings. The findings indicate that government, private companies and labor unions should be very cautious when using only the Big Mac Index for comparison purposes. It may be concluded that when the Big Mac hamburger is used to compare and determine the relative value of postal rates between South Africa and the rest of the world, a distorted message is communicated.