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According to the significant growth of literature and continued adoption of people analytics in practice, it has been promised that people analytics will inform evidence-based decision-making and improve business outcomes. However, existing people analytics literature remains underdeveloped in understanding whether and how such promises have been realized. Accordingly, this study aims to investigate the current reality of people analytics and uncover the debates and challenges that are emerging as a result of its adoption.

This study conducts a systematic literature review of peer-reviewed articles focused on people analytics published in the Association of Business School (ABS) ranked journals between 2011 and 2021.

The review illustrates and critically evaluates several emerging debates and issues faced by people analytics, including inconsistency among the concept and definition of people analytics, people analytics ownership, ethical and privacy concerns of using people analytics, missing evidence of people analytics impact and readiness to perform people analytics.

This review presents a comprehensive research agenda demonstrating the need for collaboration between scholars and practitioners to successfully align the promise and the current reality of people analytics.

This systematic review is distinct from existing reviews in three ways. First, this review synthesizes and critically evaluates the significant growth of peer-reviewed articles focused on people analytics published in ABS ranked journals between 2011 and 2021. Second, the study adopts a thematic analysis and coding process to identify the emerging themes in the existing people analytics literature, ensuring the comprehensiveness of the review. Third, this study focused and expanded upon the debates and issues evolving within the emerging field of people analytics and offers an updated agenda for the future of people analytics research.

The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts.

The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model.

The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA.

GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.

Social media has revolutionized marketing communication (MC). Rugby is South Africa’s most professionalized sport, leading the industry in its business management structure as well as its high-performance achievements. However, below the professional level, local rugby clubs face a large disparity compared to their professional counterparts, often relying on volunteers or part-time employees to manage the organizations. Therefore, the purpose of this study is to investigate how non-professional rugby clubs use social media as a MC tool.

The study was exploratory, and a cross-sectional sample of twelve organizations was selected and employed a multiple case study approach. Club managers responsible for MC or social media participated in semi-structured interviews. The qualitative data analysis software, ATLAS.ti, facilitated the researchers’ use of an inductive approach to develop codes and themes for further analysis.

The findings revealed a high level of adoption of social media by the multiple cases (i.e. rugby sports club respondents), with only slight variations in the usage of specific social media applications (viz., Facebook, Instagram, Twitter, and WhatsApp). The sports clubs perceived that employing social media added substantial value to their MC. There were six emergent themes related to the organization’s perceived benefits from adopting social media MC, namely: brand awareness, relationship-building, player recruitment, attracting sponsors, storytelling, and information sharing.

The study makes a novel contribution in terms of how rugby clubs use social media as an MC tool. The paper advances scant knowledge and awareness of the relationship between South Africa’s sports marketing and social media. The conclusions will aid non-professional sports organizations in enhancing the effectiveness of their social media marketing by ensuring that their objectives and target audiences are well-defined.

This paper aims to present findings from an EU-funded international student-led energy saving competition (SAVES) on a scale previously unseen. There are multiple accounts of short-term projects and energy saving competitions encouraging pro-environmental behaviour change amongst students in university dormitories, but the purpose of this research is to provide evidence of consistent and sustained energy savings from student-led energy savings competitions, underpinned by practical action.

A mixed-methods approach (pre- and post-intervention surveys, focus groups and analysis of energy meter data) was used to determine the level of energy savings and quantifiable behaviour change delivered by students across participating university dormitories.

This research has provided further insight into the potential for savings and behaviour change in university dormitories through relatively simple actions. Whilst other interventions have shown greater savings, this project provided consistent savings over two years of 7 per cent across a large number of university dormitories in five countries through simple behaviour changes.

An energy dashboard displaying near a real-time leaderboard was added to the engagement in the second year of the project. Whilst students were optimistic about the role that energy dashboards could play, the evidence is not here to quantify the impact of dashboards. Further research is required to understand the potential of dashboards to contribute to behavioural change savings and in constructing competitions between people and dormitories that are known to each other.

SAVES provided engagement with students, enabling, empowering and motivating them to save energy – focusing specifically on the last stage of the “Awareness, Interest, Desire, Action” framework. Automated meter reading data was used in the majority of participating dormitories to run near real-time energy challenges through an energy dashboard that informed students how much energy they saved compared to a target, and encouraged peer-to-peer learning and international cooperation through a virtual twinning scheme.

Findings from energy saving competitions in universities are typically from small-scale and short-term interventions. SAVES was an energy-saving competition in university dormitories facilitated by the UK National Union of Students in five countries reaching over 50,000 students over two academic years (incorporating dormitories at 17 universities). As such it provides clear and important evidence of the real-world long-term potential efficiency savings of such interventions.

The purpose of this paper is to investigate the influence of behavioural attitudes towards the most popular social medium in the world, Facebook, amongst Millennials in South Africa (SA), and to determine whether various usage and demographic variables have an impact on intention-to-purchase and purchase perceptions.

Quantitative research was conducted by means of a survey among a sample of over 3,500 respondents via self-administered structured questionnaires in SA. A generalised linear model was used to analyse the data.

The results confirm that advertising on Facebook has a positive influence on the behavioural attitudes (intention-to-purchase and purchase) of Millennials who reside in SA. The usage characteristics, log on duration and profile update incidence, as well as the demographic influence of ethnic orientation also resulted in more favourable perceptions of Facebook advertising.

Research on Facebook advertising was only conducted in SA, whereas other emerging countries warrant further investigation to establish if they share the slight positive sentiment towards intention-to-purchase and purchase. This inquiry only provides a “snap shot” of behavioural attitudes, usage and demographic factors towards social media advertising, whereas future research could consider the development of cognitive, affective and behavioural attitudes towards Facebook advertising by employing longitudinal and qualitative research designs.

Organisations and managers should consider that their existing Facebook advertising strategies may only have a limited effect on intention-to-purchase and purchase in SA. However, certain usage characteristics, namely the more time spent logged on to Facebook and the greater frequency of profile update incidence, as well as the demographic variable, namely black and coloured Millennials, resulted in more favourable behavioural attitudes towards Facebook advertising. Hence, organisations and managers should be prepared to alter or adapt their Facebook advertising tactics accordingly when targeting the notoriously fickle Millennials.

This investigation found that Facebook advertising has a nominal positive influence on behavioural attitudes among Millennials, which is in congruence with the communications of the effect pyramid model that was established through traditional advertising research. This paper also makes a noteworthy contribution to attitudinal research in emerging countries where there is a dearth of research in social media advertising.