NRF 25 years: Dr Faith Tinonetsana

This year, the NRF is celebrating a major milestone in our history as we commemorate 25 years of Research, Innovation, Impact and Partnerships. It always gives us great joy to share the accomplishments and impact of the many students and researchers we have supported during various stages of their careers. We thank all participants for submitting their stories and hope you enjoy reading about their journey with the NRF.

Dr Faith Tinonetsana is a postdoctoral Fellow at the NRF. She also received funding from the NRF for her Master’s and PhD studies.

How did your journey start?

My study and career journey have been shaped by a combination of academic pursuits and professional experiences. It all began with my undergraduate studies in Marketing at the Durban University of Technology (DUT) where I also pursued my Master’s degree in the same field. My decision to focus on Marketing stemmed from a profound interest in understanding consumer behaviour, market dynamics, and the strategic aspects of business growth.

During my academic journey at DUT, I gained valuable insights into marketing strategies, market research methodologies, and brand management principles. These experiences laid a strong foundation for my subsequent career endeavours.

Alongside my academic pursuits, I embarked on a career in management consulting where I had the opportunity to work with diverse industries and tackle complex business challenges. As a management consultant, I applied frameworks and strategies learned in the business world to drive organisational growth and transformation. This hands-on experience provided me with practical insights into strategic decision-making, project management, and stakeholder engagement, which greatly complemented my academic background in Marketing.

Pursuing a PhD in Marketing felt like the logical next step in my academic and professional journey. Building upon my foundational knowledge and experiences in the field, I recognised the immense potential for personal and intellectual growth that a doctoral program offered. Delving deeper into the intricacies of marketing theory and practice, I saw the opportunity to refine my expertise, challenge myself intellectually, and contribute meaningfully to the advancement of marketing scholarship.

How has your affiliation with the NRF impacted your studies/career?

My relationship with the NRF has been pivotal in initiating a new chapter in my academic and professional journey. Having recently embarked on my postdoctoral Fellowship at the NRF, I am already experiencing the positive impact of their support and opportunities.

The NRF’s sponsorship of my Master’s and PhD studies laid the foundation for my current position, providing me with the necessary academic background and research experience. Now, as a postdoctoral fellow, I am eager to delve deeper into my research interests and contribute to the scholarly community under the NRF’s auspices.

I am already witnessing the potential for growth and collaboration in this vibrant academic environment. I look forward to the opportunities that lie ahead and the contributions I can make to my field with the NRF’s support.

Moreover, I anticipate that my affiliation with the NRF will not only impact my academic pursuits but also enrich my personal and professional life. As I navigate this new phase of my career, I am grateful for the opportunities provided by the NRF and excited about the possibilities that await.             

What is your area of expertise?

My current work is centred around research areas that contribute to the United Nations Sustainable Development Goals (SDGs), particularly in the domains of consumer behaviour, marketing strategies, and entrepreneurship.

With a focus on economic development and sustainability, I delve into understanding consumer behaviour trends, assessing the efficacy of marketing strategies in influencing consumer decisions, and exploring the role of entrepreneurship education in addressing societal challenges such as youth unemployment. Additionally, I investigate ways to integrate sustainability principles into business practices to promote responsible consumption and production, thus aligning my research with the broader global agenda for sustainable development outlined in the SDGs.

Through empirical research and data analysis, I aim to generate insights that inform both academic discourse and practical applications in the fields of business and economics.

Why is your work/studies important?

My work and studies hold significant importance, with the potential to benefit South Africa, the global community, and academic knowledge in several ways. Firstly, my research delves into critical areas such as consumer behaviour, marketing strategies, and entrepreneurship, all of which are pivotal for economic development and sustainability.

By investigating consumer behaviour trends, my research contributes to a deeper understanding of market dynamics, enabling businesses to tailor their strategies to meet consumer needs more effectively. This, in turn, can enhance competitiveness, expand market share, and foster economic growth, aligning with the goals of economic development outlined in the United Nations Sustainable Development Goals (UN SDGs), particularly SDG 8: Decent Work and Economic Growth.

Moreover, my exploration of entrepreneurship training and sustainability marketing addresses pressing societal issues such as youth unemployment and environmental sustainability. By identifying effective training methods and strategies for integrating sustainability principles into business practices, my work empowers individuals and organisations to create positive social and environmental impacts while driving economic progress. This aligns with various UN SDGs, including SDG 1: No Poverty, SDG 9: Industry, Innovation and Infrastructure, and SDG 12: Responsible Consumption and Production.

In the context of South Africa, where youth unemployment remains a significant challenge, my research aims to provide insights into the role of entrepreneurship education in equipping young people with the skills and knowledge needed to succeed in the job market or initiate their ventures. By fostering entrepreneurship, my work contributes to job creation, poverty alleviation, and economic empowerment, thereby advancing progress towards several SDGs.

Globally, the insights derived from my research can inform policy decisions, industry practices, and educational programs aimed at promoting sustainable development and responsible business conduct. By advocating for sustainable marketing strategies and consumer behaviour patterns, my work supports the global effort to address environmental challenges and promote social responsibility in business, aligning with SDG 13: Climate Action and SDG 17: Partnerships for the Goals.

Furthermore, my research contributes to the academic body of knowledge by generating new insights, theories, and methodologies in areas such as consumer behaviour and entrepreneurship. Through rigorous research and dissemination of findings, my work advances scholarly discourse, enriches academic literature, and inspires further exploration and innovation in these fields, fostering intellectual progress and contributing to the advancement of knowledge worldwide.

In addition to my ongoing research, I’m finalising a paper on gender-based violence (GBV) in developing countries. Despite legal efforts, GBV persists, impacting societies deeply. The paper evaluates the effectiveness of existing measures, aiming to guide policymakers and NGOs in aligning strategies with UN SDG 5 (Gender Equality). By offering insights into the challenges and proposing evidence-based solutions, the research aims to catalyse positive change, contributing to safer and more equitable societies globally.

What are some of your proudest academic achievements?

Some of my proudest academic achievements include the following.

Publications

1. Tinonetsana, F. & Penceliah, D. (2017). The Influence of Packaging Elements on Buying Behaviour for Convenience Goods amongst Customers. Journal of Economics and Behavioral Studies. 9(5), pp.200-208.
2. Tinonetsana, F., Rawjee, V. P. & Govender, J. P. (2023). A framework for e-WOM for online consumer buying. PONTE, 79 (1), pp.31-42.
3. Musariwa, P. & Tinonetsana, F. (2023). An Assessment of University in Entrepreneurship Training as a Means of Reducing Youth Unemployment in South Africa: A Case of Durban University of Technology”, African Journal of Inter/Multidisciplinary Studies, 5(1), pp. 1–10.
4. Tinonetsana, F., & Msosa, S.K. (2023). Shifts in consumer behavioural trends during and post the COVID-19 pandemic: An Analysis Using the Theory of Reasoned Action. Business Excellence and Management, 13(4), pp. 47-60. DOI:10.24818/beman/2023.13.4-04.
5. Tinonetsana, F. & Musariwa, P. Integration of Sustainability Marketing into Business Strategies: Challenges during Adoption. International Journal of Research in Business and Social Science
6. Tinonetsana, F., Rawjee, V. P. & Govender, J. P. The relationship between e-WOM and Consumer online buying behaviour. Seybold Report, (Accepted 10 February 2024 – payment in progress).

Conferences

1. Community perspective of Corporate Social Responsibility in the mining sector in Zimbabwe. Case of Zimplats Mine, “BRICS Research Institute,” August 2023, South Africa.
2. The Impact of COVID-19 on Higher Education in South Africa. Case Of Private Colleges in Greater Durban, “International Conference on Business and Management Dynamics (ICBMD-2023),” September 2023, South Africa.

These achievements reflect my dedication to scholarly research and my commitment to contributing valuable insights to the academic community. I am proud of the impact that my work has had thus far, and I look forward to continuing my academic journey with a focus on excellence and innovation.

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