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Generation Y students’ attitudes towards eBooks and eBook adoption
(North-West University (South Africa), Vaal Triangle Campus, 2017)
The global eBook market saw tremendous global growth since its invention, as well as great leaps in technological progress. African countries, however, saw very little growth and only benefited from eBooks long after ...
Drivers of mobile game adoption amongst generation Y students
(North-West University (South Africa), Vaal Triangle Campus, 2017)
Mobile games are currently the fastest growing mobile service in the market. The prevalence of traditional video games is dissipating, as mobile games experience much higher growth rates in the industry. The same can be ...
Determining the values that influence consumers’ behavioural intentions towards fashion E-stores
(North-West University (South Africa), Vaal Triangle Campus, 2017)
Conventional wisdom suggests a need for online fashion marketers to find alternative and effective ways of differentiating themselves to ensure customer retention. This, owing to the observed failure rates of pure play ...
Developing and validating a Symbolic-product-brand-personality-trait Scale
(North-West University (South Africa), Vaal Triangle Campus, 2017)
Branding has been part of human existence for several millenniums and has evolved from being a mark of ownership and identification, to a quality assurance and, eventually, to being a bearer of certain symbolic associations. ...