{"id":21173,"date":"2025-04-09T10:15:37","date_gmt":"2025-04-09T10:15:37","guid":{"rendered":"https:\/\/vut.ac.za\/?p=21173"},"modified":"2025-08-01T09:12:59","modified_gmt":"2025-08-01T09:12:59","slug":"mogwasas-journey-into-digital-consumer-behaviour-research","status":"publish","type":"post","link":"https:\/\/vut.ac.za\/en_gb\/mogwasas-journey-into-digital-consumer-behaviour-research\/","title":{"rendered":"Mogwasa\u2019s Journey into Digital Consumer Behaviour Research"},"content":{"rendered":"

“Mr Lucky Mogwasa earns his Master\u2019s cum laude at VUT, advancing digital consumer behaviour research and inspiring the next generation of marketers.<\/strong>“<\/p>\n\n\n\n

09 April 2025 | Story: Qhawekazi Memani | Photo: Peter Masela<\/strong>.<\/p>\n\n\n\n

2 minutes read time.<\/p>\n\n\n\n

\"Mogwasa\u2019s<\/figure>\n\n\n\n

Mr Lucky Seemola Mogwasa, a dynamic lecturer in the Department of Marketing, Retail Business and Sport Management, was recently celebrated at the Vaal University of Technology\u2019s (VUT) Autumn Graduation Ceremony. The event occurred on 8 April 2025 and recognised Faculty of Management Sciences graduates.<\/p>\n\n\n\n

Mr Mogwasa graduated cum laude for his Master\u2019s degree, marking a significant academic milestone. His moment on stage was met with resounding cheers from his students, a heartfelt display of the impact he continues to have both in and outside the classroom.<\/p>\n\n\n\n

As a naturally creative individual, Mr Mogwasa\u2019s fascination with marketing began with his unique ability to combine innovation and strategy. \u201cMarketing allowed me to showcase my innovation ability,\u201d he reflects. Over time, this creative spark developed into a deep interest in consumer behaviour, market trends, and the influence of technology on how people consume.<\/p>\n\n\n\n

At a critical point in his career, Mr Mogwasa had to choose between the fast-paced world of corporate marketing and the intellectually stimulating environment of academia. With experience in both sectors, he ultimately decided to remain in academia, where he could pursue meaningful research while inspiring future marketers. This decision led him to enrol full-time in a Master\u2019s programme, dedicating himself to academic development.<\/p>\n\n\n\n

His research focused on a highly relevant topic: the rapid growth of food delivery applications (FDAs) in the post-COVID period. \u201cThe intersection of technology, convenience, and changing consumer preferences fascinated me,\u201d he explains. His study explored how FDAs have become integral to consumers\u2019 daily lives and how values such as functionality, enjoyment, social influence, and novelty shape satisfaction and encourage repeat purchases.<\/p>\n\n\n\n

\u201cConsumption values are central to everyday consumer decisions. My study aimed to explore how these perceived values influence customer satisfaction and repurchase intentions in the context of FDAs,\u201d he adds.<\/p>\n\n\n\n

Balancing his teaching responsibilities with postgraduate studies required commitment and discipline. Lucky attributes his success to careful time management, a well-structured schedule, and a strong support system. \u201cWhenever you come across a postgraduate student, hug them; they need it,\u201d he says with a warm smile. He thanks his mentors, supervisors, colleagues, and family for continuous encouragement.<\/p>\n\n\n\n

Now that his Master\u2019s degree is complete, Lucky is already preparing for the next chapter. \u201cI firmly believe in two things: you either publish or perish in academia and if you rest, you get rusty.\u201d He intends to expand his research into digital consumer behaviour and is looking forward to collaborative projects that will contribute meaningfully to the marketing discipline.<\/p>\n\n\n\n

As an emerging academic and passionate researcher, Mr Lucky Seemola Mogwasa represents the future of marketing education, where creativity is enriched by digital innovation and purpose leads to meaningful impact.<\/p>","protected":false},"excerpt":{"rendered":"

“Mr Lucky Mogwasa earns his Master\u2019s cum laude at VUT, advancing digital consumer behaviour research and inspiring the next generation […]<\/p>\n","protected":false},"author":4,"featured_media":21174,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[47],"tags":[],"class_list":["post-21173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news-vaal-university-of-technology"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/posts\/21173","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/comments?post=21173"}],"version-history":[{"count":1,"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/posts\/21173\/revisions"}],"predecessor-version":[{"id":26256,"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/posts\/21173\/revisions\/26256"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/media\/21174"}],"wp:attachment":[{"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/media?parent=21173"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/categories?post=21173"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vut.ac.za\/en_gb\/wp-json\/wp\/v2\/tags?post=21173"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}