The role of effective communication in reducing overspending among rural people in Kwadlangezwa, South Africa
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Date
2024
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Abstract
Spending beyond one’s income and budget is a complex and global issue. Consumers obtain information about goods or services from various media to show the importance of communication in every sphere of life. This work examined the role of effective communication in reducing overspending among rural people in KwaDlangezwa, South Africa.
The purpose of this study is to examine whether effective communication can positively affect overspending by reducing it through financial literacy. The following issues were examined: factors that cause overspending, who is most likely to succumb to overspending, the consequences of overspending, and reducing overspending through financial literacy. The literature reviews, being the secondary information, described three spender types and implied that no one or nation is immune to overspending. The views of two theories were adopted: Hawkin’s Stern impulse buying theory (consumer behaviour theory) and Uses and gratification theory (UGT). This study employed both qualitative and quantitative research methods, based on the interpretivism philosophy, by gathering the views of willing participants in KwaDlangezwa – a rural area in KwaZulu-Natal province. 384 participants participated in the study altogether, but 365 were returned. 38 participants, which is 10% of the sample size, were interviewed using a semi-structured approach. The outcome of the information received from participants was coded and analysed for presentation using the Statistical Package for Social Sciences (SPSS) in a readable manner. Lastly, and based on the research findings, the study suggested guidelines for future research.
Description
A dissertation submitted to the Faculty of Humanities and Social Sciences in fulfilment of the requirements for the Degree of Master of Communication Science in the Department of Communication Science at the University of Zululand, South Africa [2023].