3. Electronic Theses and Dissertations (ETDs) - All submissions

Permanent URI for this communityhttps://wiredspace.wits.ac.za/handle/10539/45

For queries relating to content and technical issues, please contact IR specialists via this email address : openscholarship.library@wits.ac.za, Tel: 011 717 4652 or 011 717 1954

Browse

Search Results

Now showing 1 - 1 of 1
  • Item
    The adoption of social media in a South African banking organisation :a qualitative diffusion of innovation perspective
    (2019) Mehlomakulu, Sidima
    Social media adoption has seen a rise across businesses in recent history, this is also seen in the increase of publications related to this subject. ICT adoption studies have used many theoretical lenses, in multiple contexts to observe the diffusion phenomenon at an organisational level. However, the understanding of the adoption of social media in large South African organisations has scant research. This study explores the antecedents surrounding the decision to adopt social media, in a South African banking organisation, using an extended Diffusion of Innovation (DOI) theoretical framework. Qualitative, semi-structured interviews are deployed as the methods used to gather insights from decision makers and other impacted business functional areas, to gain a richer understanding of the phenomena. The theoretical contribution of this study provides an enriched understanding of social media diffusion in a South African banking organisational setting, by incorporating concepts of strategy, vision and goals, internal organisational social and cultural structures, as well as external and competitive pressures to the DOI theory. Findings suggest that further concepts such as reputational risk, social media innovativeness and organisational change, could be further explored. Practically, the findings may be used in the decision process of social media implementation, social media strategy development and to improve business operational efficiencies.
Copyright Ownership Is Guided By The University's

Intellectual Property policy

Students submitting a Thesis or Dissertation must be aware of current copyright issues. Both for the protection of your original work as well as the protection of another's copyrighted work, you should follow all current copyright law.