https://cris.library.msu.ac.zw//handle/11408/213 Sat, 18 Apr 2026 11:07:44 GMT 2026-04-18T11:07:44Z https://cris.library.msu.ac.zw//handle/11408/3977 Title: The impact of public relations strategies on taxpayer compliance levels in tax authorities. Authors: Chingozho, Takawira T Abstract: This study examined the impact of Public Relations strategies employed by tax administrations on the level of tax compliance in SME‘s in Zimbabwe. The study sought to determine the extent to which the PR activities implemented in ZIMRA as the tax administration in Zimbabwe are assisting in improving the levels of tax compliance, the main areas of the study were establishing tax compliance levels, establishing how increasing media presence could also affect tax compliance and how tax education impacted on tax compliance levels. Theoretical and empirical literature were reviewed in line with these study objectives. Overall, the study was guided by the Press agentry model, public information model, two way asymmetrical model and two way symmetrical model as proposed by Grunig and Hunt. The study adopted a positivism philosophy to facilitate the use of quantitative techniques. The study adopted the deductive approach to understand the impact of Public Relations on the level of tax compliance in SME‘s in Zimbabwe. The target population and sample size were 650 and 242. Structured questionnaires designed using a 5-point Likert scale were self-administered to a number of SME‘s in Harare who were selected using simple random sampling and four Tax consultants were interviewed. Quantitative data was analyzed using SPSS. The study found out that most of that most of the SME‘s in Zimbabwe are not yet registered with ZIMRA and the reason being that the lack adequate knowledge on how they to go about the registration process. The study also found out that most of the corporate image of ZIMRA is not good and this is the major contributor to the low levels of tax compliance in the country. On tax education the programs were found out not to be effective as most of the respondents lacked adequate knowledge on the need to be tax compliant citizens and also on what the government uses the money they collect through taxation. The study also established that the press still plays a major role in the disbursement of vital information to the public, however it was realized that ZIMRA is not effectively using the media to transmit important information like policy changes as well as newly introduced products and services to the public. It was also realized that social media is increasingly playing a major role in information dissemination as a lot of people are now increasingly using the internet and the tax administration needed to increase their presence on these various social media platforms so as to increase their reach to the public. The study concluded that public relations is key in improving tax compliance and as such tax administrations need to increase their public relations vi | P a g e CHINGOZHO TAKAWIRA T R0723971R efforts. The research recommended that it was very important for tax administrations to improve their image to ensure acceptance in the public eye, there is also a need for tax administrations to increase their presence on various media platforms like the newspapers and electronic media platforms so as to increase accessibility of information by the public. Tax education was also suggested as a very important factor in improving tax compliance as most of the people lack adequate knowledge on the importance of being tax compliant citizens. The research then recommended the tax administration to engage with relevant authorities to ensure that tax education be incorporated into the curriculum both at basic and tertiary education so as to create a highly conscious society on taxation issues. It was also recommended that effective communication is also an important factor in improving tax compliance and the tax administration needed to create two way communication channels that would enable their public to reach out to them without a lot of challenges. The use of social media platforms was suggested as one of the best ways to expedite communication as they provide a chance for real time communication with the public but it would need ZIMRA to have experts manning the social media sites at all times to facilitate communication. Tue, 01 May 2018 00:00:00 GMT https://cris.library.msu.ac.zw//handle/11408/3977 2018-05-01T00:00:00Z Chingozho, Takawira T https://cris.library.msu.ac.zw//handle/11408/3975 Title: The effect of social media on customer purchase decisions in the beverages industry in Zimbabwe. Authors: Mbetu, Judith Abstract: The researcher was motivated into conducting this research study by the need to know and understand the effects of social media on customer purchase decisions. The objectives of the study were to establish the influence of digital consumer interaction on need recognition, to investigate the effect of electronic word of mouth on information search, to investigate the effect of product attributes on evaluation of alternatives and to assess the extent to which brand online communities can enhance purchase decisions and post purchase behaviour. The researcher adopted a quantitative methodology and used a case study design. The researcher constructed questionnaires and administered them to a sample of 380 respondents. The collected data was analysed through SPSS version 16. The findings of the data were presented in tables. The researcher tested the reliability of the data using Cronbach‟s Alpha. The researcher used descriptive statistics to describe social media and customer purchase decisions. Multiple regression analysis was performed to determine the impact of social media on customer purchase decisions. The probability values were also used to test the hypotheses. The researcher found out that there is a positive impact of digital consumer interaction on need recognition, there is a positive relationship between electronic word of mouth on information search, there is a positive impact of product attributes on evaluation of alternatives and also that there is a positive relationship between brand online communities and customer purchase decisions. The researcher concluded that social media has a positive and significant effect on customer purchase decisions. The researcher recommended that beverage companies should use social media since it has a positive and significant influence on customer purchase decisions. The sample size used by the researcher was relatively small and the researcher could not generalise the findings to the whole beverage industry. The researcher proposed that future studies should replicate the same and employ large sample size to enhance generalisation of findings. Sun, 01 Apr 2018 00:00:00 GMT https://cris.library.msu.ac.zw//handle/11408/3975 2018-04-01T00:00:00Z Mbetu, Judith https://cris.library.msu.ac.zw//handle/11408/3937 Title: The influence of social media interactions on brand equity: A case of Old Mutual Zimbabwe Authors: Maliti, Bright M Abstract: The development of social networks has transformed the communication landscape; companies are no longer co-creators of marketing information as consumers have been empowered to share their experiences with several online peers. After an economic melt-down, several financial service companies operating in Zimbabwe are facing hardships in regaining customer’s confidence and this has engendered transitory investments as well as under-capitalisation. This study aims to determine the influence of social media interactions on customer based brand equity within the context of financial services offered by Old Mutual Zimbabwe. The study will focus on evaluating the effects of various social media elements (user generated content, firm generated content and e-fluentials) on customer based brand equity constructs (including brand loyalty, awareness and brand image). Research study was guided by the following objectives; to determine the effects of firm generated content on brand awareness and to establish the effects of e-fluentials on brand image. In this study the researcher administered 50 questionnaires to customers and interviewed social media consultants for Old Mutual Zimbabwe so as to obtain contemporary data about the effects on social media interactions on customer based brand equity. Research findings indicated that, user generated content, firm generated content and e-fluentials significantly affect customer brand equity. Fri, 01 Jan 2016 00:00:00 GMT https://cris.library.msu.ac.zw//handle/11408/3937 2016-01-01T00:00:00Z Maliti, Bright M https://cris.library.msu.ac.zw//handle/11408/3878 Title: The effectiveness of Personal Selling on company performance. A case of C.T. Bolts Authors: Chiwerera, Dareen Anesu Abstract: The research conducted was to investigate the effectiveness of personal selling on company performance of Zimplow Holdings ltd t/a C.T. Bolts. The company was facing a diminishing trend in its sales and hence management took a decision to refocus its efforts on personal selling so as to improve the firm’s performance. Objectives of the study were to explore the effects of sales presentation on market share, to examine the effects of sales presentations on sales volume and to establish the effects of handling objections on customer loyalty The study was conducted in Bulawayo on C.T. Bolts customers, employees and management. After adopting a sample size of 55 respondents, the researcher administered questionnaires and face to face interviews to the respective parties. The results of this study were presented using pie charts and bar graphs after the analysis of the data was done through SPSS and interpreted using mean and percentages. Findings in the study, were gathered and supported by primary and secondary data. The researcher obtained this data during the course of the research. Findings showed that prospecting has a positive effect on market share of the company. The research also uncovered that, sales presentations effective on increasing sales volume of the company, where sales persons adapt their presentation in order to convince customers to make a purchase. Lastly, handling objections results in customer loyalty because it involves communication and assistance to the customer, which provides a great sense of service quality. Therefore, the researcher recommended that C.T. Bolts may adopt training salespersons on adapting their presentations so as to conform to different selling situations. More so, management may also consider investing more time in prospecting as it increases the customer base. Lastly, the researcher suggested that salespersons address consumer queries quickly so as to maintain a positive perception on service quality. Tue, 01 May 2018 00:00:00 GMT https://cris.library.msu.ac.zw//handle/11408/3878 2018-05-01T00:00:00Z Chiwerera, Dareen Anesu