*Electronic Theses and Dissertations (Masters/MBA)

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Factors that influence the adoption of fintech by small and medium enterprises in South Africa
(University of the Witwatersrand, Johannesburg, 2023) Martino, Sibongile; Godspower-Akpomiemie, Euphemia
Adoption of a payment system is considered a steppingstone toward full digital economy participation and has made it simpler for small and medium-sized (SMEs) businesses to acquire financial products and services. However, payment system success strongly relies on merchant involvement, which provides customers with a valued service and contributes to improved customer experience, data collection, and financial performance. The POS market in South Africa is the largest in Africa, however adoption is slowest among SMEs. This research employs the TOE framework to investigate whether the technological, organisational, and environmental contexts of SMEs in Gauteng, South Africa impact their adoption of POS systems. Twenty Gauteng-based SMEs were interviewed for this study to address the research question. This objective was achieved by deconstructing the study findings about the primary and secondary components of the TOE framework. In addition, the interpretivist approach used in this study's analysis of the semi- structured interviews shed light on the factors that influence the adoption of POS by SMEs. This study found that the decision of SME owner-managers to adopt a POS system is influenced by motivating and inhibiting factors that stem from the technological, organisational, and environmental context in which a SME operates. The study also found that the availability of technology, its value proposition, and an enabling organisational structure motivated the adoption of POS systems by SMEs. Nonetheless, the research found that cost, a burdensome regulatory environment, and a lack of infrastructural support, such as lack of a reliable power system, are obstacles to the broad adoption of POS systems
Assessing the performance of Special Purpose Acquisition Companies (SPACs) in SA and USA: A Comparative Study Treat or Trick?
(University of the Witwatersrand, Johannesburg, 2023-03) Maredi, Maakopi Reason; Mokoaleli-Mokoteli, Thabang
This study aimed to investigate the performance of SPACs that are listed in South Africa and in the USA, with a focus on their long run performance after completing their DeSPAC Transactions. The findings indicate that, like previous generations of SPACs in the USA, Third Generation SPACs exhibit poor long run performance after completing their DeSPAC Transactions. However, in the short run, positive cumulative abnormal returns were observed surrounding their DeSPAC Transaction announcements. In relation to SPACs listed in South Africa, similar results are observed, although SPACs listed in South Africa exhibit smaller positive cumulative abnormal returns surrounding their transaction announcements when estimated over a three-day event window in comparison to their USA counterparts. The study also found that sponsor earnouts had a positive relationship with long run performance, while at-risk capital was found to not be an effective tool to align the interests between SPAC sponsors and investors. Furthermore, no evidence was found that higher redemption rates were associated with poor long run performance, with the study revealing that redemption rates were a function of the market conditions at the time of the DeSPAC Transaction announcement. The study’s contributions are providing new insights into the performance and drivers of performance of Third Generation SPACs and offers empirical evidence for regulators and investors to make informed decisions about SPAC investments. Lastly, the findings provide valuable insights for the JSE who are currently updating SPAC regulations in South Africa
The effect of exchange rate and inflation on the stock market returns of the top mining companies in South Africa
(University of the Witwatersrand, Johannesburg, 2022) Mangere, Murehwa; Malikane, Christopher
This research study examines the impact of nominal Rand/USD exchange rate and inflation on the nominal stock returns of top mining companies in South Africa that are listed on the Johannesburg Stock Exchange (JSE). The selected mining companies for this study formpart of the FTSE/JSE Precious Metals and Mining Index. The relevant data was collected from Bloomberg over a ten-year period (2010 to 2020). The Johansen cointegration analysis was applied to model the long run relationship between inflation, exchange rate and stock market prices for JSE Precious Metals and Mining Index. The study outcome revealed that, in the long run, there is a negative and significant relationship between inflation and the stock market returns. Exchange rate has a negative, though insignificant, impact on the stock market returns for FTSE/JSE Precious Metals and Mining Index in the long run. The outcomes of this study pose important implications, from both a policy and practical perspective. Based on the findings, it is recommended that from a policy perspective, the inflation policy must minimise and stabilise inflation fluctuations. This will result in investor confidence and more investments can be made to revitalise the precious metals mining sector. Furthermore, the findings suggest that exchange rate should be considered at valuation to hedge against currency risk and diversify investments
The adoption of financial technology solutions by lower-income earners in South Africa
(University of the Witwatersrand, Johannesburg, 2023) Manamela, Nthabiseng; Magida, Ayanda
The aim of the study was to gain an understanding of the factors that drives financial technology (FinTech) adoption by lower-income earners in South Africa. This study focuses on the lower-income earner's behaviour with regards to the adoption of FinTech solutions. The conceptual framework for this study is drawnfrom the theoretical frameworks deployed in the study to form the research variables. Qualitative research method was used for this study. Data was collected using interviews in a semi-structured format and the data was analysed using thematic data analysis. The study found that there was a general lack of understanding of FinTech solutions. The findings showed that the most common FinTech solutions adopted were from the Banking industry, suggesting that there is a knowledge gap of the different FinTech solutions available for consumption. The study found 6 enabling factors to FinTech adoption; Trust, economic benefit, digital literacy, and brand and 4 barriers to FinTech adoption; Associated cost, perceived risks, income levels and education levels. The study concludes that addressing these factors requires a multi-pronged approach. It recommends that FinTech providers, policy makers and government adopt the enhanced FinTech adoption model to improve their understanding on the factors that enable or deter the adoption of FinTech solutions by lower income. It is further recommended that FinTech providers must accelerate marketing efforts to raise awareness of FinTech and use of a hybrid contact approach. The study emphasises the need to expedite policies and regulations that addresses high cost of mobile data. The study also urges government to play iii a role in the adoption of FinTech solutions by investing in ICT infrastructure needed to support the adoption of FinTech solutions
The Role of Artificial Intelligence in Change Management within Organisations in Johannesburg
(University of the Witwatersrand, Johannesburg, 2022) Manamela, Mamaphala Meriam; Gobind, Jenika
Organisations are changing their work to align with the Fourth Industrial Revolution (4IR). Customers’ needs have adjusted to conform to ever-changing technologies. These pressure organisations to implement technology alterations simultaneously to ensure transformation within the organisations and keep their existing customers. Moreover, technological changes require organisations to refocus their strategies and assess the capacity of Change Management to support the 4IR amid challenges brought by the change. Currently, no technologies have been instituted to implement Change Management activities. Presently, Change Management processes are not digitally implemented within organisations. instead, they are implemented manually. This leads to a lack of performance in Change Management and an inability to evaluate successes and failures. Artificial Intelligence (AI), as a proposed technology to digitalise Change Management activities, will ensure the proper Change Management impact through the data flow, ensure the data is accurate and reliable, and improve performance. This study explored the role of AI in implementing Change Management within organisations in Johannesburg. It considers how AI can be utilised in Change Management activities, such as ensuring governance and planning of Change Management activities using the relevant data to predict the impact, communicate, and converse with stakeholders through AI technologies. Furthermore, learning and development, automatic problem solving, and speech recognition be used to implement Change Management. This research was conducted with the intention of comprehending participants’ experience, knowledge and involvement in Change Management. A triangulated qualitative research design was followed to gather data from sources that included nine one- on-one interviews and five participants for the first focus group session, seven participants for the second focus group session, and five participants for the third focus session. The participants, coming from different levels and positions, included executive management, senior management, change managers and Change Management specialists, and were interviewed using MS Teams or face-
Leadership and digital transformation in the telecommunications industry in the South African context
(University of the Witwatersrand, Johannesburg, 2023) Malunga, Tshenolo
The telecommunication industry is disrupted by digital transformation and needs to change its current business to a new paradigm of business. The legacy systems and the traditional business model are some of the barriers that challenge innovation in the telecommunication sector. Therefore, the study views organisational capabilities as digital transformation instruments for the telecommunication sectors. The study uses the three concepts emerging from the dynamic capability framework, namely sensing, seizing, and transforming, to determine the leadership competencies required for the digital era. A qualitative generic theory approach was employed, and interviews were conducted with ten senior leadership participants. The result highlighted that digital leaders have direct and indirect impact on digital transformation in their organisations. The findings of this study indicates that leadership in telecommunication must develop digital mindset and open-up their sensing capabilities to diverse value chains and integrate with other industries for sustainability and competitive advantage. The study further highlights that leadership in telecommunication need to create organisational structures and strategies to integrate and increase existing resources and skills while establishing primarily new capabilities. Furthermore, this study suggests that the leadership need to develop competencies that will enable them to continuously mobilise the organisations internal process, people, services, and develop business models that can adapt to rapid changes, foster agility, and create an environment that allows risks, proactiveness and quick decision making. In addition, leadership must foster digital culture that encourage the use of effective and efficient digital tools for customer knowledge exploitation and enablement of fast decision making across all departments in telecommunication companies.
Consumer acceptance and adoption of metaverse environments in South Africa
(University of the Witwatersrand, Johannesburg, 2023) Malebana-Metsing, Sekete; Alagbaoso, Manessah
This research focuses on the acceptance and adoption drivers of metaverse (virtual world) environments in South Africa. In particular, it explores the influence of enabling technology, digital identity, access to economic resources in the form of virtual currencies and alternative digital payment capabilities as motivators of metaverse acceptance. The effect of an individual’s social circle is also examined in detail. The theoretical model used in this research is the Universal Theory of Acceptance and Use of Technology (UTAUT). The study used a cross-sectional, quantitative methodology that followed a positivist approach. Primary data was collected from a sample of adult individuals residing in South Africa through a self-administered online questionnaire. Data analysis included correlation analysis, item reduction, exploratory factor analysis, moderation variable analysis and multiple regression analysis for the constructs represented in UTAUT. The findings indicate that enabling technology, digital identity, social influence and access to economic resources (virtual currencies) are strong predictors of individual behavioural intention and usage behaviour regarding the metaverse technology. The current state of the metaverse technology in the country is considered nascent, although there is wider acceptance of console and personal computing gaming in virtual world games such as Second Life, Roblox Minecraft, World of Warcraft and Fortnite. This indicates that immersive virtual reality technology is yet to mature to the point where it can meet the needs of consumers.
Service innovation and consumer welfare in the on- demand grocery retail market in South Africa
(University of the Witwatersrand, Johannesburg, 2023) Makofane, Reabetswe
To meet the need of time-constrained consumers in South Africa, last-mile logistics organisations and grocery retailers have implemented a grocery-on-demand solution, where consumers can order a basket of goods to be delivered to their home from within an hour to a day. This study locates the grocery-on-demand offering within innovation definitions and investigates the non-monetary value created by the actor network enacting the offering. In this study, a mixed-method approach was taken to understand the value created and enjoyed by firms and consumers. The understanding of value creation by firms is investigated through expert interviews and media analysis of the topic of grocery on demand, while consumer value- in-experience is investigated and estimated through a consumer survey. Six experts across retail and strategy consulting were interviewed, 30 articles were analysed and a sample of 420 consumers responded to the survey. The research findings are that firms are able to attain value through consumer-facing service innovations without charging high rates for the service. This is attained by enjoying the effects of improving their relationship with consumers. The research suggests that consumers enjoy more value through engaging this service innovation than they forfeit in payment, through time savings, increased well-being and improved relationships with the firms. This report contributes to models that business leaders and innovation managers can use to analyse potential value attainable through service innovation
The Role of Digital Transformation in the South African Telecommunication Companies
(University of the Witwatersrand, Johannesburg, 2023) Majola, Meshack Mlungisi; Magida, Ayanda
The study explored the role of digital transformation on the business model, organizational capabilities, and development of new innovative service offerings for telecommunication organisations in the South African context in the telecommunication sector. The study used a qualitative approach and the data was collected through semi- structured interviews with twelve participants who work for four telecommunication companies in South Africa. Using purposive sampling, data was collected and analyzed using thematic analysis, forming a pattern recognition of themes that emerged from interviews and the literature. The study found that digital transformation has a significant role in the changing of business models and the development of new organisational capabilities. Furthermore, the study found that digital transformation has changed the way organizations develop their service offerings to meet ever-changing demands of customers. The findings of this study show that the digital transformation has opened up competition for service providers outside the telecom industry that offer innovative services that challenge the traditional services of telcos. The findings of the study are consistent with the empirical literature and the theoretical framework of digital transformation and its role on the development of organisational capability, new business models, and innovative digital services in the telco industry. Further studies are recommended to explore the role of digital transformation on other parts of the telco organisations such as operations, customer services, employee performance, and productivity
Factors influencing purchase intention of foreign apparel amongst millennials in South Africa
(University of the Witwatersrand, Johannesburg, 2023) Chang, Maggie; Saruchera, Fanny
South Africa's clothing and fashion industry is perceived to be quite profitable, with over 800 apparel retailers nationwide. Most of the retailers sell apparel imported from various countries across the globe. Meeting the basic need of clothing trends is the most important factor driving this country's fashion and clothing industry Millennial tastes and preferences mostly drive fashion trends. This study, therefore, has a particular interest in investigating how millennials in South Africa, in particular, respond to foreign apparel and what factors influence them to choose imported apparel as opposed to local retailers by identifying the South African factors that millennial customers use to decide whether or not to buy from foreign clothing brands, assessing the impact of this decision on millennial customers' purchasing behaviour, and examining the drivers behind millennial customers' purchase behaviour. This paper used a sample of 797 anonymous respondents, and descriptive and quantitative analyses were carried out on the survey results. The results described the factors that affected the choice of foreign clothing brands by South African millennials, mainly focusing on the consumption group of South African millennials. The relevance and impact of various factors on millennials' purchase intention and purchase behaviour were shown through the data analysis of several factor variables. The purpose was to determine the influencing factors of millennials' purchase intention to buy foreign clothing brands in South Africa, and the analysis results proved consistent with the theoretical framework. This study found that disposable income, sustainable fashion, social media influence, and brand experience strongly impact purchase intention. Ethnic disparities adversely affected the purchase intention greatly. Purchase Intention also had a major positive impact on purchase behaviour. This study recommended that marketers and brand owners identify diverse client needs based on various customer attributes to satisfy South African consumers' varying and ever-changing wants for foreign apparel products
Developing our financial markets to finance the energy transition
(University of the Witwatersrand, Johannesburg, 2023) Madungandaba, Gcebile F.
Developing a financial market is complex and tedious; therefore, the needs of various stakeholders must be considered, and market efficiency must be ensured to develop the renewable energy (RE) market effectively. This study offers valuable guidance on the effective allocation of capital resources in the renewable energy (RE) market to facilitate a smooth transition to renewable energy. To achieve this aim, panel data from 42 developing nations in Africa, Asia, and South America, spanning 1990-2019, are analysed. This study uses a panel fixed effects model to investigate the relationship between renewable energy production and credit, equity, and bond market development. The results of the empirical analysis suggest that all three dimensions of financial development, namely credit, equity, and bond, are positively associated with renewable energy production, albeit to varying degrees. This work also proposes a framework to promote renewable energy production in developing countries based on the empirical findings and existing literature. The framework highlights the leading renewable energy policy categories and specific policies most effectively promoting renewable energy production in emerging markets
Factors influencing the next generations’ succession decisions for family businesses in South Africa
(University of the Witwatersrand, Johannesburg, 2023-03) Maduka, Oluchi Jane; Msimango-Galawe, Jabulile
The involvement of the next-generation family members on succession decisions can improve continuity of the business. i Although several factors scan influence an individuals i choice of career, including in relation to joining the family business, parental support is the most influential. the primary objective of the study was to investigation factors influencing the next-generations’ succession decisions for family i businesses in SA. given that challenges usually emerge during succession decisions especially when the founder wants to pass down the torch to his/her children. This can discontinue the business if a proper process is not instituted.
Factors contributing to the success of female leaders in South African Independent Power Producers
(University of the Witwatersrand, Johannesburg, 2023) Madali, Lusani Jacqueeline
Globally, there is a transition towards low-carbon energy sources, and countries, including South Africa, are including renewable energy power generation into their energy mix to reduce carbon emissions and meet gender mainstreaming and equality objectives. The energy sector remains one of the most minor gender-diverse sectors in the economy. Studies have indicated that there are barriers and enabling factors that contribute to the success of female leaders. The study aimed to explore and analyse factors (barriers and enablers) contributing to the success of female leaders in South African Independent Power Producers. The research adopted a generic qualitative approach using a non-random sampling technique (self-selection) followed by thematic data analysis and interpretation to derive the narrative towards the study objectives. Data was collected from nine female participants from leading renewable energy IPP companies through semi-structured interview questions undertaken via an online platform. The study's key finding was how the feminist theory came into play when the COVID-19 pandemic interrupted the social norms, which shifted stereotype, patriarchal and discrimination views about females. In summary, the study also indicated that contributing factors could be both negative extrinsic (generational disadvantages, unconscious bias, discrimination, patriarchy, and stereotype) and intrinsic (lack of self-confidence) and positive extrinsic (support system, mentoring and training) and intrinsic (self-confidence), which can be a barrier or an enabler towards females attaining leadership roles within the renewable energy IPPs
Understanding factors influencing consumer adoption of digital banking Financial Technology (Fintech) services payment solutions in South African Urban and Township Consumers
(University of the Witwatersrand, Johannesburg, 2023-05) Mabuza, Xolisile Anastasia; Chalomba, Nakuze
In the 4th industrial revolution with advancements in technology, many developing countries struggle with the adoption of technology in everyday life. This struggle can be attributed to the lack of universal access to technology, mobile penetration, including data and digital literacy. This project explored the factors that influence urban and township consumers to adopt digital banking Financial Technology (Fintech) services in Gauteng, South Africa. In this research study, the literature review unpacks arguments with the conceptualisation of Fintech, as well as some factors that influence adoption in certain countries. To address the research question and sub research questions, a qualitative research method was used. Semi-structured interviews were conducted, and further probing allowed participants to elaborate when needed. With their permission, the participants’ responses were recorded. The major findings have been on how much culture and context influenced participants to either embrace or reject Fintech services. This study revealed that factors such as performance expectancy, social influence, perceived usefulness, trust in security, and convenience significantly influence urban and township consumers’ adoption of Fintech digital banking services. An interesting finding is the contradiction that some participants had about the level of trust in security that Fintech services provide for consumers, with many singling out being hacked or spammed. Additionally, some participants perceived no difference between urban and township consumers based on their location and context. The recommendation is to increase awareness and education about Fintech and its benefits, accessibility solutions should be enhanced, trust and security should be fostered, and the local context should be understood.
Digital payments adoption of informal small and medium enterprises in South Africa’s township economy
(University of the Witwatersrand, Johannesburg, 2023) Mabaso, Nompilo; Magida, Ayanda
The use of cash for making and receiving payments in South Africa’s townships continues to grow, despite the proliferation of alternative payment methods. Merchants operating informal businesses are reluctant to accept payments digitally, which further contributes to the socio-economic burdens experienced in townships. This study investigated merchants’ intention to use digital payment acceptance methods, specifically in the informal sector. The UTAUT2 was employed, extended with the Perceived Risk Theory. The study adopted a quantitative research approach. A questionnaire was used to collect data from 120 respondents online and face-to-face. The questionnaire was based on previously researched and theorised literature. Factor analysis, particularly Principal Components Analysis, was used to analyse the results. Correlation analysis was conducted to test the hypothesis, followed by multiple regression. The findings revealed that the independent variables Performance Expectancy, Effort Expectancy, Price Value and Perceived Trust all positively influenced the behavioural intention of informal merchants to use digital payment acceptance methods. Performance Expectancy had the strongest influence, whilst Perceived Risk was not found to have a negative influence on the behavioural intention of informal merchants to adopt
Leadership and the adoption of cloud computing for enterprises in Johannesburg
(University of the Witwatersrand, Johannesburg, 2022) Lephoto, Palesa Irene; Matshabaphala, M.D.J
Cloud computing is extensively adopted by many enterprises globally. South African enterprises have resisted the shift to cloud computing adoption despite there being extensive potential for organisations. The contribution of this study was to examine the factors that influence leadership to adopt cloud computing as part of digital transformation strategy for their enterprises in Johannesburg, Gauteng Province, South Africa. The qualitative general research design was used to investigate the perceptions leaders have about cloud computing which translates into slow adoption of cloud computing. The data was collected through interviews from participants holding leadership positions in their respective organisations. The findings were analysed and discussed using an inductive thematic analysis approach to identify and code emergent themes within the data. The findings indicated that multiple factors influence leadership to adopt cloud computing for their enterprises. Understanding the cloud computing concept includes the drivers and barriers halting the adoption, the characteristics and traits of the leader, and the organisational factors contributing to the prospect of embracing cloud adoption. Despite the significant benefits of cloud, adoption in Johannesburg enterprises experiences challenges and the enterprise leaders still have reservations in fully adopting cloud for their organisations due to both macro and micro limitations
Sponsorship, executive coaching and the career progression of black women in the banking sector in Gauteng
(University of the Witwatersrand, Johannesburg, 2023) Legote, Tebogo
The banking sector transformation journey is not vastly different from other industries that are male dominated. With the increasing number of women joining the workforce, there is great demand for institutions to diversify and improve upon the representation of women in senior, decision making roles. Not only is this a legislative requirement, transformation is enshrined in the charter. Black women continue to be a marginalised group, as evident in a number of studies that highlight the challenges experienced by black women. The study sought to understand how sponsorship and executive coaching alleviates such challenges, and the effect of the sponsorship in the coaching process. Using an interpretive inductive approach to the study, a qualitative research methodology was applied to collect data from ten senior and executive managers, using semi-structured interviews as a tool. The phenomenological study enabled the collection of informative insights, shedding light on experiences of black women, of sponsorship and executive coaching. Information obtained from the interviews was analysed employing thematic analysis and fourteen themes and several sub-themes surfaced. The findings illustrated positively career advancement as a result of sponsorship, however, no evidence showed sponsorship influence on the coaching process. The study concludes that sponsorship and executive coaching can enable career progression for black women in the banking sector. The study recommends that in order to understand the plight of women in the workplace, unconscious biases should be dispelled. The recommendation also draws attention to the significant role that sponsors can play in advocating for gender equity in general not limited to managing the careers of a few
The use of digital channels to serve customers in the telecommunications industry
(University of the Witwatersrand, Johannesburg, 2023-06) Kiezer, Jason; Mudau, Norman
The objective of this paper is to establish and examine the factors that influence customer use of digital channels in the telecommunications industry and the impact of use on customer service. The growth of technological innovation and availability of new systems and technologies allow for improved efficiencies and reduced costs associated with customer care. The telecommunications industry is at the forefront of this technology, promoting self-service through the use of digitals channels across a multitude of platforms with mobile applications, websites, Short Message Service (SMS), Unstructured Supplementary Service Data (USSD) and WhatsApp. This study proposes a new conceptual framework based on Delone and McLean’s (2003) information systems (IS) model by expanding this model to address individual customer use and its impact on customer service. Delone and McLean’s 2003 IS model consists of system quality, information quality, service quality, use and net benefits. The model proposed by this study includes system knowledge, customer innovativeness, service complexity, customer trust, customer satisfaction and customer services. A structured survey questionnaire was utilised for the study, as the focus of the research report is digital channel use by individuals as the unit of analysis. The survey was distributed to 900 users of digital channels in the telecommunications industry who have used various digital channels in the past 24 months to test the conceptual framework. The response rate to the survey 10,6% and 96 responses were analysed using IBM SPSS version 25 and AMOS, using structured equation modelling to validate the model. The results supported Delone and McLean’s (2003) IS model in terms of system quality, information quality, service quality and use. Furthermore, the factors of system knowledge, customer innovativeness, customer trust, customer satisfaction and customer services have a significant impact on customer use. Service complexity was found not to ii be significant in relation to customer use and customer satisfaction. Whilst customer satisfaction is not significant in its influence on customer use. The proposed conceptual model allows leaders in the telecommunications industry to assess key features of digital channels to drive use and thereby, drive cost efficiencies and cost reduction to service and support customers.
Digital marketing as a survival strategy of small businesses in Gauteng, South Africa
(University of the Witwatersrand, Johannesburg, 2022) Khumbule, Lungile; Galawe- Msimang, Jabulile
Small businesses are critical to the South African economy as they employ over 50% of the labour force. Yet, in South Africa, most businesses fail within five to seven years of operating. There are multiple challenges that affect small businesses, including financial resources, marketing, innovation and others. Using digital marketing allows businesses to reach wider markets; therefore, small businesses can benefit from the effectiveness of digital marketing. The objective of the study is to explore the perceptions of owners and managers of small businesses regarding the effectiveness of digital marketing, and to examine digital marketing strategies that are essential for survival in small businesses. The research was qualitative research, with data collected through interviews with small business owners, executives, and digital marketing directors. The participants were recruited via an incubation company. There were eight (8) participants in the study. The key finding of the study is that there is a perception that digital marketing is effective for small businesses despite the challenges they face, such as a lack of skills, financial resources, legislative and government related challenges. The study found that social media could be key to survival, and the social media tools that were commonly mentioned in this context are Facebook and WhatsApp. Small businesses can use free or cost-effective methods of digital marketing to increase their brand awareness and sales. Small businesses should find creative ways to do cost-effective marketing and take advantage of any free courses offered online or by SEDA. The findings of this study contribute to the knowledge of how small business can survive
The diffusion of digital technology among Millennials and Gen X in the South African Aviation Industry
(University of the Witwatersrand, Johannesburg, 2023) Kgodane, Kabelo; Magida, Ayanda
As digital technology continues to shape the aviation industry, it remains unclear how millennials and gen x help or hinder the diffusion of digital technology in the workplace to improve usage and shape the passenger digital technologies in the industry. This study examines the impact of millennials and gen x on the diffusion of digital technology in the South African Aviation Industry. A qualitative approach was adopted, and 12 participants were purposively selected and interviewed (with an equal representation of millennials and gen x). The participants were asked questions relating to their role as contributors to passenger digital technologies in the industry and as passengers (consumers of passenger digital technologies). The data was analysed thematically using an inductive and deductive approach to capture the rich responses. Rogers’ Diffusion of Innovations theory underpinned this study and also informed the interviews and analysis of the data. The findings were in-depth insights that showed the two generational cohorts’ meaningful contributions in the workplace. Overall, the study found that millennials and gen x share similarities in their attitudes about the advantages and concerns of using passenger digital technologies in the workplace and showed differences in the challenges and disadvantages of using the technologies as passengers. Age, the social system, communication channels, and the role of time were found to play a big role in the diffusion process. The theoretical framework was useful in structuring the interviews and analysing the data collected using themes that emerged from the data and the framework. The findings indicated that the two generational cohorts belong to two important adopter category groups, which help the workplace diffusion process. This study contributes valuable insights that enrich the existing body of knowledge in the South African Aviation Industry. There are not many contributions related to the diffusion and usage of digital technology in the South African Aviation industry and in those that exist researchers use quantitative approaches to collect data. This study however illustrated the importance of using qualitative methodology in analysing the insights from the participants which provided a deeper

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