All Stories

  1. The impact of social media marketing dimensions and customer brand involvement on brand equity in South African banks

    Article • Interdisciplinary Journal of Management Sciences, March 2026, University of the Free State

    Dr Rodney Graeme Duffett

  2. Instagram Mega-Influencers’ Effect on Generation Z’s Intention to Purchase: A Technology Acceptance Model and Source Credibility Model Perspective

    Article • Journal of theoretical and applied electronic commerce research, May 2025, MDPI AG

    Dr Rodney Graeme Duffett

  3. Leveraging Social Media Marketing in Healthcare-Based Non-profit Organisations: Insights from the Technology Acceptance Model

    Article • February 2025, Sciencedomain International

    Dr Rodney Graeme Duffett

  4. Social Media Marketing in Non-professional Rugby Clubs: A Qualitative Viewpoint Using the Technology Acceptance Model

    Article • February 2025, Sciencedomain International

    Dr Rodney Graeme Duffett

  5. The Influence of Emoji Digital Marketing and Demographic Factors on Generation Z’s Purchase Intention Decisions

    Article • February 2025, Sciencedomain International

    Dr Rodney Graeme Duffett

  6. The Role of Brand Awareness and Trust on Purchase Intent in Google Shopping Ads and Demographic Factor Influences among Millennials and Generation Z

    Article • February 2025, Sciencedomain International

    Dr Rodney Graeme Duffett

  7. Social media adoption as a marketing communication tool by non-professional sports clubs: a multiple case study approach

    Article • International Journal of Sports Marketing and Sponsorship, August 2024, Emerald

    Dr Rodney Graeme Duffett

  8. Using Social Media as a Marketing Communication Strategy: Perspectives from Health-Related Non-Profit Organizations

    Article • Journal of Nonprofit & Public Sector Marketing, May 2024, Taylor & Francis

    Dr Rodney Graeme Duffett

  9. Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z

    Article • International Journal of Advertising and Marketing to Children, April 2024, Emerald

    Dr Rodney Graeme Duffett

  10. Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications

    Article • International Journal of Advertising and Marketing to Children, February 2024, Emerald

    Dr Rodney Graeme Duffett

  11. Exploring the Antecedents of Artificial Intelligence Products’ Usage. The Case of Business Students

    Article • Amfiteatru Economic, February 2024, Faculty of Accounting and Management Information Systems

    Dr Rodney Graeme Duffett

  12. Health nonprofit organizations use of social media communication and marketing during COVID-19: A qualitative Technology Acceptance Model viewpoint

    Article • Social Sciences & Humanities Open, January 2024, Elsevier

    Dr Rodney Graeme Duffett

  13. Brand-Centred Fashion Clothing Behaviour Modelling within Generation Y. A Two-Country Comparison

    Article • ECONOMIC COMPUTATION AND ECONOMIC CYBERNETICS STUDIES AND RESEARCH, June 2023, Faculty of Accounting and Management Information Systems

    Dr Rodney Graeme Duffett

  14. Modeling a New Supplier Preference Paradigm: A Business-to-Business and African Developing Economy Context

    Article • Sustainability, December 2022, MDPI AG

    Dr Rodney Graeme Duffett

  15. A Framework for a Generic Retail Charter: A Guide towards Sustainability and Stakeholder Support

    Article • Sustainability, November 2022, MDPI AG

    Dr Rodney Graeme Duffett

  16. The Influence of a Student-Led Advertising Agency Service-Learning Project on SMME Client Satisfaction: An Expectancy–Disconfirmation Paradigm

    Article • Education Sciences, November 2022, MDPI AG

    Dr Rodney Graeme Duffett

  17. Perceived Satisfaction With a Student-Run Agency Service Learning Project: A Client Perspective

    Article • Journal of Advertising Education, August 2022, SAGE Publications

    Dr Rodney Graeme Duffett

  18. An Analysis of Cause-Related and Social Marketing Strategies in the South African Sport Management Industry

    Article • SAGE Open, April 2022, SAGE Publications

    Dr Rodney Graeme Duffett

  19. Exploring the impact of student developed marketing communication tools and resources on SMEs performance and satisfaction

    Article • Small Business International Review, January 2022, Asociacion Espanola de Contabilidad y Administracion de Empresas (AECA)

    Dr Rodney Graeme Duffett

  20. Influence of YouTube commercial communication on organic eWOM, purchase intent and purchase associations among young consumers

    Article • International Journal of Web Based Communities, January 2022, Inderscience Publishers

    Dr Rodney Graeme Duffett

  21. Corporate social responsibility in professional sport organisations: a developing country perspective

    Article • International Journal of Sport Management and Marketing, January 2022, Inderscience Publishers

    Dr Rodney Graeme Duffett

  22. Corporate social responsibility in professional sport organisations: a developing country perspective

    Article • International Journal of Sport Management and Marketing, January 2022, Inderscience Publishers

    Dr Rodney Graeme Duffett

  23. The Influence of Student-Imparted Marketing Skills and Knowledge Instruction on Small Businesses’ Satisfaction: A Service Learning Programme in South Africa

    Article • Journal for Advancement of Marketing Education, January 2022, Marketing Management Association

    Dr Rodney Graeme Duffett

  24. The Influence of Student-Community Partner Working Relationships on Satisfaction: A South African University Service Learning Programme

    Article • International e-Journal of Educational Studies, October 2021, International e-Journal of Educational Studies

    Dr Rodney Graeme Duffett

  25. Exploring social media usage as a communication channel among independent food retailer SMEs in South Africa

    Article • Small Business International Review, September 2021, Asociacion Espanola de Contabilidad y Administracion de Empresas (AECA)

    Dr Rodney Graeme Duffett

  26. Exploring the relationship between corporate social responsibility and the marketing performance of professional sport organisations in South Africa

    Article • Sport in Society, July 2021, Taylor & Francis

    Dr Rodney Graeme Duffett

  27. Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective

    Article • Sustainability, May 2021, MDPI AG

    Dr Rodney Graeme Duffett

  28. The Use of Social Media as a Marketing Tool by Tourist Attractions: Influence on Cognitive, Affective and Behavioural Consumer Attitudes

    Article • African Journal of Hospitality Tourism and Leisure, April 2021, AFRICAJOURNALS

    Dr Rodney Graeme Duffett

  29. The influence of culture on the development of youth entrepreneurs in a selected suburb in Cape Town

    Article • EUREKA Social and Humanities, April 2021, OU Scientific Route

    Dr Rodney Graeme Duffett

  30. Proceedings of the 6th International Conference on Business and Management Dynamics

    Article • January 2021, Sciencedomain International

    Dr Rodney Graeme Duffett

  31. How Twitter advertising influences the purchase intentions and purchase attitudes of Indian Millennial consumers

    Article • International Journal of Internet Marketing and Advertising, January 2021, Inderscience Publishers

    Dr Rodney Graeme Duffett, Suhail Mohammad Ghouse

  32. Crime perceptions among international leisure tourists in Cape Town

    Article • Safer Communities, August 2020, Emerald

    Dr Rodney Graeme Duffett

  33. The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers

    Article • Sustainability, June 2020, MDPI AG

    Dr Rodney Graeme Duffett

  34. Environmental Factors and Stakeholders Influence on Professional Sport Organisations Engagement in Sustainable Corporate Social Responsibility: A South African Perspective

    Article • Sustainability, June 2020, MDPI AG

    Dr Rodney Graeme Duffett

  35. YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania

    Article • The Electronic Journal of Information Systems in Developing Countries, May 2019, Wiley

    Dr Rodney Graeme Duffett

  36. Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania

    Article • Sustainability, January 2019, MDPI AG

    Dr Rodney Graeme Duffett

  37. The Influence of Shopping Characteristics and Socio-Demographic Factors on Selected In-Store Buying Practices in Different Socio-Economic Regions

    Article • Southern African Business Review, November 2018, UNISA Press

    Dr Rodney Graeme Duffett

  38. A Multi-Dimensional Approach of Green Marketing Competitive Advantage: A Perspective of Small Medium and Micro Enterprises from Western Cape, South Africa

    Article • Sustainability, October 2018, MDPI AG

    Dr Rodney Graeme Duffett

  39. Use of shopping list and advertisements in different socio-economic status areas in South Africa

    Article • British Food Journal, December 2017, Emerald

    Dr Rodney Graeme Duffett

  40. South African consumer perceptions toward sugar content of fruit juice products

    Article • Journal of Food Products Marketing, October 2017, Taylor & Francis

    Dr Rodney Graeme Duffett

  41. Influence of Facebook Commercial Communications on Generation Z's Attitudes in South Africa

    Article • The Electronic Journal of Information Systems in Developing Countries, July 2017, Wiley

    Dr Rodney Graeme Duffett

  42. Consumption patterns and demographic factors influence on fruit juice classifications, health benefits and sugar content perceptions in two Municipal Districts in Cape Town, Western Cape, South Africa

    Article • South African Journal of Clinical Nutrition, June 2017, Taylor & Francis

    Dr Rodney Graeme Duffett

  43. Influence of social media marketing communications on young consumers’ attitudes

    Article • International Journal of Advertising and Marketing to Children, April 2017, Emerald

    Dr Rodney Graeme Duffett

  44. Facebook advertising’s influence on Millennials

    Article • Internet Research, August 2015, Emerald

    Dr Rodney Graeme Duffett

  45. Effect of Gen Y's Affective Attitudes Towards Facebook Marketing Communications in South Africa

    Article • The Electronic Journal of Information Systems in Developing Countries, May 2015, Wiley

    Dr Rodney Graeme Duffett

  46. The influence of Facebook advertising on cognitive attitudes amid Generation Y

    Article • Electronic Commerce Research, January 2015, Springer Science + Business Media

    Dr Rodney Graeme Duffett