College of Economic & Management Sciences

Unisan earns PhD with groundbreaking study on township consumer behaviour

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Dr Eva Mahlangu

Dr Eva Mahlangu, a lecturer in the Department of Marketing and Retail Management at Unisa’s College of Economic and Management Sciences (CEMS), is an inspiration to potential postgraduate students. Through her pioneering doctoral research, she developed a framework that explains what drives the continuance intention of mobile loyalty programmes among retail consumers in South African township markets.

Her study revealed that information and entertainment benefits, personalisation and perceived cost, positively influence consumers’ continued use of mobile loyalty programmes. However, factors such as perceived usefulness, ease of use, financial benefits, perceived risk and mobility were less significant in the township context. The framework she developed indicated 73,4% of the variance in continuance intention, making it a robust model tailored for emerging market realities. Satisfaction and channel preference were identified as important mediators, while age and gender emerged as key control variables.

Mahlangu credits her academic growth to her supervisor, Prof Khathutshelo Mercy Makhitha, and her late co-supervisor, Prof Joel Chigada, both from CEMS. She says: "My supervisor provided guidance and challenged my thinking. My late co-supervisor had a profound impact on my academic confidence. He believed in my potential even when I doubted myself."

Unisa’s flexible open distance e-learning model enabled Mahlangu to balance her rigorous academic work with professional and family responsibilities, allowing her to pursue high-quality education without compromise.

Looking ahead, Mahlangu aims to continue contributing to academia through teaching, research and community engagement, focusing on digital inclusion, township consumer dynamics and loyalty strategies in developing markets. Her vision is to translate academic knowledge into practical strategies that empower businesses and uplift historically marginalised communities.

Raised in Mamelodi Township, Mahlangu has a deep understanding of the unique social, economic and cultural dynamics that shape consumer behaviour in underserved communities. She holds a BCom in Marketing Management (cum laude, 2011), a BCom Honours in Marketing Management (2012), an MPhil in Marketing Research (2015) and now a PhD in Management Studies (2024).

For aspiring doctoral students, Mahlangu advises: "Choose a topic you are passionate about, maintain the ability to adapt, build a strong support system, celebrate all milestones and believe in the value of your unique contribution."

Unisa master's and doctoral applications for the 2026 academic year are open from 2 September to 21 November 2025. Click here for more information.

* By Tebogo Mahlaela, Communication and Marketing Specialist, College of Economic and Management Sciences

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Publish date: 2025-10-22 00:00:00.0

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