Faculty of Agribusiness and Entreprenuership

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Author: search.filters.author.Eugine Tafadzwa Maziriri

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    “Like mom and dad”: using dad narrative analysis to understand how couplepreneurs stimulate their kids’ entrepreneurial mindset
    (Emerald Publishing Limited, 2022-10-17) Eugine Tafadzwa Maziriri; Brighton Nyagadza; Tafadzwa C. Maramura; Miston Mapuranga
    Purpose – This study aims to examine how couplepreneurs foster an entrepreneurial mindset in their kids. Design/methodology/approach – A qualitative research approach with semi-structured interviews was used as the data collection technique. Narrative analysis was conducted on a sample of 20 couplepreneurs in Mthatha, South Africa. Findings – Narratives of how couplepreneurs foster an entrepreneurial mindset in their kids included purchasing toys and games for kids that encourage entrepreneurship; competition and team activities among kids that are related to entrepreneurship; the piggy bank; encouraging kids to read entrepreneurial books; and kid entrepreneur showcases. Research limitations/implications – Sample size challenges are a notable limitation, including research being conducted in only one province of South Africa. Caution is advised when attempting to generalise the results to other contexts. Practical implications – Understanding the strategies used by couplepreneurs to instil an entrepreneurial mindset in children can help parents to influence and encourage their children’s entrepreneurial growth, resulting in more creative and innovative people who make a positive contribution to society, economy and the community. Originality/value – While there is a body of literature on couple entrepreneurship, there are shortcomings in studies examining how coupleprenuers in African countries instil an entrepreneurial mindset in their children. As a result, this study aims to complement the current corpus of African literature on entrepreneurship, particularly in the context of South Africa.
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    The influence of Covid-19 on consumer behaviour: a bibliometric review analysis and text mining
    (Emerald Publishing Limited., 2023-05-04) Abu Bashar; Brighton Nyagadza; Neo Ligaraba; Eugine Tafadzwa Maziriri
    Purpose – This paper is a bibliometric analysis of articles published on the influence of Covid-19 on consumer behaviour. Design/methodology/approach – Biblioshiny and VOSviewer applications are employed for the bibliometric analysis and visualisation, respectively. Findings – The most influential documents, authors, affiliations, countries and journals are presented. Citation, Co-citation and keyword co-occurrence analysis is conducted and presented in the form of a clustered network diagram. Practical implications – This paper found three main themes of the research in consumer behaviour amid Covid-19 a) Food purchasing decisions and food wastage, b) Adoption of technology and c) Intrinsic and extrinsic influence on consumer behaviour. Social implications – The Covid-19 pandemic has shaken the world’s economy and left behind its adverse effect on almost every walk of life. Consumer behaviour is no exception, studies have reported paradigm shifts in the way consumers are reacting to marketing stimuli, making purchase and consumption decisions. For the marketers to sustain profitability, they need to understand the changing behaviour and tailor their offerings accordingly. Originality/value – The article offers the emerging theme and sub-themes in the consumer behaviour research that leads to future expansion of this research domain.