University of South Africa

About: University of South Africa is a education organization based out in Pretoria, South Africa. It is known for research contribution in the topics: Context (language use) & Population. The organization has 8478 authors who have published 19960 publications receiving 237688 citations. The organization is also known as: Unisa.

The role of content marketing in social media content communities

Abstract: Background: Content marketing has become a leading marketing technique in digital marketing communication and uses the point of view of consumers to build relationships by creating and sharing engaging content in social media that enhance their daily lives. Existing research on social media communities has focused mainly on social media marketing and virtual brand community perspectives while content marketing’s valuable and unobtrusive role in social media content communities has largely been overlooked. Objective: The purpose of this article was to investigate content marketing’s role in social media content communities to engage with the target audience in an innate manner. Method: This study made use of a directed, inductive content analysis of 51 practitioner documents relating to business-to-consumer content marketing practices to add another perspective to existing research on communities in social media. The content analysis was facilitated by using QDA Miner, a widely adopted and reliable qualitative data analysis software programme. Results: Three categories emerged from the data namely building content communities, platform-specific content and understanding channels. These categories provide sufficient evidence of how brands make use of social media content communities to connect with the target audience in an unobtrusive manner, in addition to being present in virtual brand communities. Conclusion: The findings make several contributions to the existing literature. Firstly, it provides a clearer distinction between brand and social media content communities. Secondly, it extends conceptions about social media communities to include content communities and, thirdly, it provides sufficient evidence of how content marketing could benefit a brand by naturally becoming part of social media conversations.

The relationship between personality preferences, self-esteem and emotional competence

Abstract: The relationship between leaders’ personality preferences, self-esteem and emotional competence is the focus of this article. A study was conducted to analyse the responses of a sample of 107 South African leaders in the manufacturing industry to measures of the three constructs. The Myers-Briggs Type Indicator (MBTI), the Culturefree Self-esteem Inventories for Adults (CFSEI-AD), and the 360° Emotional Competency Profiler (ECP) were administered. Positive relationships were found between the three constructs. The self-esteem construct appeared to be a more reliable predictor of emotional competence than the MBTI personality preferences. The findings of the study make an important contribution to the expanding body of knowledge concerned with the evaluation of personality variables that influence the effectiveness of leaders.

Understanding Xenophobia in South Africa: The Individual, the State and the International System

Abstract: The 2015 xenophobic attacks are a fresh reminder of anti-immigrant sentiments in South Africa. Since the 2008 xenophobic violence in the country, there has been a growing literature on xenophobia i...

Applications of the Fuglede-Kadison determinant: Szegö's theorem and outers for noncommutative $H^p$

Abstract: We first use properties of the Fuglede-Kadison determinant on L p (M), for a finite von Neumann algebra M, to give several useful variants of the noncommutative Szego theorem for L p (M) , including the one usually attributed to Kolmogorov and Krein. As an application, we solve the longstanding open problem concerning the noncommutative generalization, to Arveson's noncommutative H p spaces, of the famous 'outer factorization' of functions f with log |f| integrable. Using the Fuglede-Kadison determinant, we also generalize many other classical results concerning outer functions.