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Change the world

11/09/2024

Reasons to be Proud - #R2bP: Professor Adele Potgieter, lecturer in Management Sciences in the Marketing Management Department, and based on George Campus, has been awarded a Best Researcher Award in the 13th edition of the World Top Scientists Awards.

 

Prof Potgieter is the second author in a research paper in collaboration with Prof Therese Roux from TUT, which was published in the internationally B rated Journal of Promotion Management in July.

The journal nominated the authors for the award best researcher in the category: Innovative research.

Their paper was entitled “Do Anglophone Consumers Truly Trust or Simply Tolerate English Advertising? The Mediating Effect of Ethnic Self-Identification on Attitudes toward English Advertising and Advertising Trust.”

The paper discussed how language significantly influences consumer purchasing decisions, especially within ethnic communities where cultural and linguistic factors shape perceptions.

For companies in multilingual societies, strategic language use in branding and advertising is crucial.

While previous research has focused on visual cues in Western markets, this study explored the impact of textual cues in emerging markets, emphasising ethnic consumer responses.

A survey of 704 non-native English-speaking consumers in South Africa showed that ethnic self-identification affects attitudes towards English advertisements and trust in advertising.

The findings suggested that English proficiency alone does not ensure trust, highlighting the need for brands to consider ethnic self-identification when crafting advertising strategies.

The World Top Scientists Awards celebrate exceptional contributions to the fields of science and technology, recognising innovation and research excellence. The awards cover diverse categories, including breakthroughs in robotics, AI applications, and ethical considerations in science.

Its significance lies in highlighting trailblazers, who advance technology and address global challenges, fostering collaboration and pushing industry boundaries. The awards are merit-based and evaluates nominees based on their latest publications, paper quality, novelty, and past achievements.

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Contact information
Ms Elma de Koker
Internal Communication Practitioner
Tel: 041-504 2160
elma.dekoker@mandela.ac.za