Abstract
Technological advancement through innovation is leading to the emergence of new business models, changing and disrupting the operations of the existing ones. These innovations primarily respond to consumer demands or the dissatisfaction of the incumbents by means of disruption. This study explored how disruptive marketing strategies can influence consumer perceptions and engagement, focusing primarily on the introduction of the e-hailing services. It investigated the disruptive marketing strategies (DMS) employed by Bolt asking whether they influence how their consumers perceive the brand. The study relied on qualitative research methods, incorporating semi-structured interviews to address the research objectives and aim. Participants were selected using a snowball sampling technique. Data were collected from 10 participants, all of whom were current or previous Bolt users.
The study found a significant relationship among the explored factors. Bolt’s Disrupting Marketing Strategies effectively engaged consumers, particularly given their prior dissatisfaction with traditional taxis in South Africa. However, while these strategies addressed some consumer concerns, new issues emerged, such as safety risks, pricing complaints from drivers, limited consumer-brand engagement, and Bolt’s perceived lack of accountability. Overall, Disruptive Marketing Strategies influence both consumer perception and engagement with e-hailing services, shaping how users view and interact with the brand and with one another.
This study recommends that organisations engage with innovation, rather than letting it be the forefront of the business. Bolt consumers complain about a lack of engagement between them and the brand, though there is extensive communication among themselves as consumers, which leads to confusion and frustration. Therefore, brands should prioritise consumer engagement to shape perceptions in positive ways and to build long-lasting brand loyalty.