3. Electronic Theses and Dissertations (ETDs) - All submissions
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Item ‘Tweeting in Solidarity’: a corpus linguistics-driven analysis of tweets during the South African student protests(2018) Bolton, AméThe social media boom has affected people the world over, allowing them a platform to voice their opinions and sentiments, but also allowing them to create connections with people around the globe. In many instances, these connections have been based on shared political beliefs, effectively creating ‘issue communities’, which has lent itself to the reappropriation of social media as a space that can facilitate political activism both in the online sphere and in the physical sphere, as well as widening the action opportunities for participation. This work seeks to uncover the different identities, communities, and discourses that were constituted on the social media site Twitter during the student protests spanning from the #RhodesMustFall protest of 2015, to the #FeesMustFall protests that spread like a veldt fire through 26 of South Africa’s universities. Collections of 1000 tweets per hashtag (namely #RhodesMustFall, #OpenStellenbosch, #WitsFeesMustFall and #UCTFeesMustFall) were collected and run through the corpus linguistics software AntConc, whereafter findings were analysed using Critical Discourse Analysis (CDA). Overall, users were able to use Twitter for the purpose of information-sharing by reporting on the live events of the protest, requesting resources and for the purposes of organization and planning. While the ‘fallist’ protests, which are often categorized and grouped under the umbrella as the student protests of South Africa, further analysis exposed that in fact, the discourses that were prominent in the earlier protests, namely the #RhodesMustFall and its derivative protest #OpenStellenbosch were far more aimed at the metaphysical conditions of higher education, where the #FeesMustFall protests focused on the material conditions of student life. Moreover, it was found that Twitter’s main function was in fact to behave less as a tool or additional paradigm to traditional participation, in the stead of its use as a means for bringing ideas such as free education into the political imagination, as well as for users to bring their private lived experiences into the public sphere, and thereby creating new types of subject positions and public identities.Item 'Taken for ride': an analysis of instagram, lifestyle branding and identity performance within Johannesburg-based urban cycling(2018) Mpholle, Reitumetse VanessaInstagram is a social media platform that enables its users to take photos and videos, filter and edit them, and then shares them instantly with fellow users. Because Instagram is free-touse, it has become a platform for self-expression as well as a commercial space. Accordingly, several users have become increasingly aware of the nature of Instagram and have taken to putting on selected versions on themselves as means of making themselves commercially viable. Using the Maboneng City Riders (a social and urban cycling group that is based in the Maboneng Precinct) as a case study, this study looks into the group’s use of Instagram as a means of lifestyle branding via the ‘performance of self’. This is done by looking into the MCR’s identity in online and offline spaces as well as looking into the economies that are generated and sustained by this lifestyle branding. This study therefore reveals that the MCR are branding their lifestyle through the performance of self. At the centre of this performance is Instagram as both a staging space to show the MCR’s creativity and self-expression but more importantly, it is a platform being used to brand the MCR as lifestyle which is proving to be a profitable space. Whilst this branding is only benefitting a few people, it has also proven to be a highly effective and profitable system. It can be established that the findings of this study shows how the nature of Instagram enables lifestyle and branding to connect on social media as a form of performing self – a performance that is essentially feeding profits back in to very specific brands and commercial entities.Item Effective ways South African brands can market on instagram to influence purchase intentions: a user's perspective(2018) Rambarun, Simone NicoletteBackground - Although Instagram is one of the fastest growing social network sites, research dedicated to this platform has been limited. Purpose – The purpose of this research is to investigate how South African brands could optimally utilise Instagram as a marketing channel that positively influences consumer buying behaviour. Research Methodology/Approach – A quantitative approach was used for this study. Research data was collected using an online survey, with a total of two hundred and seventeen South African Instagram users who made up the final sample. Findings – The outcomes confirmed that all hypothesised statements were significant and thus, accepted. The main findings further revealed that user perspectives played a valuable role in the co-creation process and reiterated that types of content (on Instagram) positively affected the study’s constructs; customer engagement, brand awareness and electronic-word-of-mouth. In addition, these constructs proved to positively impact consumer purchase intentions. Research limitations – The present study focuses on a niche sample which consists of South African Instagram users only. It is recommended that future researchers incorporate a global user perspective from Instagram users across the world, to determine other key factors that might positively impact consumer purchasing behaviour. Managerial implications – Marketing practitioners spend a significant amount of time in determining the driving forces that boost sales. The verified relationships between types of content, brand awareness, customer engagement and electronic-word-of-mouth reiterates the need for all stakeholders to incorporate Instagram as a powerful channel of marketing in their social media strategies.Item Believe in yourself(ie): a study of young, ordinary, South African women who share selfies on Instagram(2016) Pereira, Jessica De AguiarThis research study essentially sets out to explore the practices of young, ordinary, South African women who take and post selfies on social media platforms, like Instagram. The general commentary surrounding selfies is typically negative, and tends to frame the selfietaker as a narcissistic, self-absorbed individual. Therefore, this study is interested in understanding what this very particular smartphone-enabled photographic technique means to this group of women, and in doing so, aims to determine whether or not there are underlying significances to such practices. This research study adopts a vast framework of literature in order to conceptualize and contextualize selfies in contemporary culture, by drawing on the rich history of self-portraiture and snapshots as well as concepts of mediation and the representation of the self online; in addition to describing the role that mobile technologies and social media platforms have played in contributing to cementing selfies as a cultural hallmark in today’s society. This study is additionally grounded upon three dominant theoretical themes, namely: narcissism, self-exploration, and self-regulation; and Christopher Lasch, Michel Foucault, Angela McRobbie and Rosalind Gill’s theoretical contributions are predominantly referred to in an attempt to explain such principles adequately. Through the responses that were yielded by interviewing 14 young, ordinary, South African women, this research study essentially established that the practices of selfie-taking do in fact play a significant role in the lives of these young women, from empowering them and teaching them to learn to love and accept themselves again, to inspiring personal growth, capturing special moments and memories, and allowing them to feel accepted and as though they belong and have a fixed placed in society. Therefore, this study argues that selfies are not necessarily only about narcissism and self-obsession, but rather more about the notion of self-love and acceptance (for this group of participants at least).Item Risks and motivation in the use of social network sites: an empirical study of university students(2016) Nkwe, NugiSocial Network Sites (SNS) such as Facebook, Instagram, Twitter, Piniterest and Google+ have made it easy for youth to communicate, produce and share information. Using SNS has become a daily activity for many youth and young adults around the world, including South Africa. The use of SNS by youth may be motivated by needs for safety, belonging, self-esteem and self-actualization, and others such as enjoyment. Yet, the use of SNS by youth may also carry a number of risks. They include risks to violations of privacy, social and psychological risks that may harm the user’s self-image, as well as time and financial risks resulting from excessive SNS usage. The purpose of this study is to understand the tension between risks and motivation in the use of SNS by university students. To do so, this study developed an extended Technology Acceptance Model (TAM). Multi-dimensional risk and motivation constructs were examined for their interactions with TAM constructs of perceived ease of use and perceive usefulness and their effects on SNS usage intentions and actual usage were examined. To test the model, a non-probability convenience sampling method was adopted using students from the University of the Witwatersrand, Johannesburg. Five hundred and fifteen students participated in the study. The ages ranged between 18 and 34 years, 26% males and 74% females took part in the study, and included students from 1st year through to 4th year undergraduate or Honours level. Facebook was found to be the most used SNS. Approximately 80% of respondents reported accessing SNS on their mobile phones and 66% reported being always connected. More than 25% of respondents were actively using SNS for more than 3 hours a day, with 35% using less than one hour per day. Interestingly, only 35% reported having public profiles although 10% did not know whether their profiles were public or private, and nearly 40% of respondents knew less than half the “friends” they were connected to on SNS Partial least squares approach to structured equation modelling was used to test the hypothesised research model. Results showed that motivation influences perceived usefulness (β=0.239, p<0.001) and perceived ease of use (β=0.319, p<0.001) positively. The results suggest that when motivations such as enjoyment and need to belong are high, SNS will be perceived as useful and easy to use. Risk was found to have a negative influence on perceived usefulness (β=-0.0764, p<0.05) and perceived ease of use (β=-0.3265, p<0.001). The results show that when risks are considered high, users are likely to increase their vigilance and consequently will report SNS as less easy to use. Moreover, as a result of risk users may find the SNS less useful. Perceived usefulness (β=0.295, p<0.001) influences intention to use SNS positively. This suggests that when SNS is useful to users, they will have intentions to use it. Intention to use SNS is also influenced by perceived ease of use (β=0.0396, p<0.01). An easy to use SNS will make users want to use it, as opposed to one considered more complex and requiring more effort. Motivation (β=0.281, p<0.001) was found to have more of an effect than risk (β=-0.071, p<0.05) on intentions to use. Respondents thus appear to recognize some risks associated with SNS use, but they appear to be driven more by motivations and less by risk avoidance when deciding on SNS usage. The study will have implications for researchers, SNS providers and users. The results of the study have implications for how researchers conceptualize risk and motivation. The study shows how different dimensions of risk and dimensions of motivation affect the overall risk and overall motivation construct respectively. Currently SNS providers may not have deep understanding of the risks which hinder the use of SNS and motivations which drive the use of SNS. Providers will be better informed to design SNS that are less risky and where possible mitigate the risks. Results also show that SNS providers should not only mitigate risks but also provide online social networks that better fulfil motivational needs of youth. Users will be aware of different risks they are exposing themselves to by using SNS. Since users will be aware of the different types of risks, they can be vigilante when using SNS.Item Two commercial music radio stations and their use of Twitter(2016) Smurthwaite, MichaelThis research report is an exploratory study into two regional commercial music stations (YFM and 947) and their use of Twitter as a tool to relate to, interact with and enable participation from their audiences. Of particular interest was why they are using it, what they are doing with it and how this affects the on-air content pre, during and post broadcast, if at all it does. [Abbreviated Abstract. Open document to view full version]Item The relationship between passion for the cause and sense of virtual community in a Facebook-based cause-related virtual community(2016) Conradie, BruceOur understanding of the psychological construct of sense of community has been developing steadily, particularly since the publication of the seminal work by McMillan and Chavis (1986). Pertinent to this study, the sense of community construct has been applied to the virtual world, leading to the concept of sense of virtual community (SoVC), that is, a sense of community felt by members of a virtual community. This study synthesises the findings of the extant literature to build a multi-dimensional model of sense of community. Moving to a specific context, this study examines SoVC among members of cause-related virtual communities. Examples of such communities can be found in the Facebook communities that have developed around the various branches of the Red Cross and of World Vision. Among members of such communities, some level of support for the mediating cause organisation can be presumed to exist. This is referred to in this dissertation as Passion for the Cause (PFC). Empirical and theoretical work on the interaction between SoVC and PFC is lacking. This study investigates the extent to which SoVC and PFC are associated and seeks to bring clarity to the nature of the association. The research instrument was an online self-completion survey. The Facebook pages of South African cause organisations were used to invite community members to complete the survey. Respondents were participants in the Facebook-based communities of South African cause organisations (n = 67). The research instrument included a scale for SoVC (12 items) and a scale for PFC (6 items). An exploratory factor analysis was done to identify the latent factors of SoVC in this context. Adequate support was found for the conceptualisation of three factors of SoVC, namely, General Benefit, Friendship, and Helping. This was followed by a series of multiple regression analyses aimed at testing the relationships between PFC and SoVC and its factors. SoVC and PFC were found to be highly correlated. Furthermore, PFC was found to significantly predict SoVC. It was also found to predict the SoVC factor conceptualised as General Benefit. Finally, SoVC was found to predict PFC. Notably, PFC was found to be less able to predict SoVC than was SoVC able to predict PFC. Implications for the moderators of cause-related virtual communities are discussed.Item Culture as a moderator for the infusion of Web 2.0 technology: TAM vs WebQual(2012-06-29) Hammerich, WestleyIt is clear that the internet is being used more often for social interactions but the reasons why people adopt these newer technologies are still unclear. Over the last thirty years numerous adoption theories have been proposed however few account for the newer types of technology, such as social website usage. Purpose – The study will compare and contrast two different models of adoption to see if one model is better than the other in understanding the usage of social networking websites such as Facebook. At an organisational level the idea of extended usage of technology has been encapsulated in the construct of infusion of technology into a work place. The study will also show that infusion of technology may occur at an individual level of research. The argument is made that since national culture has been shown to affect usage, national culture may moderate the level of infusion that is found. Methodology – The study will use a quantitative methodology to survey potential (or actual) users of Facebook using a structured questionnaire. Since two adoption models are being tested, two questionnaires were developed and tested. The items for the questionnaires have been adapted from prior literature. Reliability and validity tests confirmed the scales from prior literature. The sample was selected from higher education institutions within the Johannesburg region .Specifically, students from the University of the Witwatersrand and the University of Johannesburg were invited to complete the questionnaires. The two questionnaires were mixed randomly between the students. Findings – It was found that the traditional technology acceptance model could better explain the usage of social networking websites when compared to the more modern WebQual framework. The study found that there is a strong positive relationship between usage and infusion. In line with the prior research on national culture moderating usage, the study found that national culture does moderate the relationship between usage and infusion. Implications – The study has a number of implications. Firstly, the research compared two models of technology usage. The study showed that the technology acceptance model was better at explaining the usage of social networking websites. Future research should focus on improving the TAM model and may result in better understanding the usage of social websites. Secondly, a set of scales are provided for future research which allow for the measurement of infusion at an individual level. These scales were tested for reliability and validity in two separate data collections and in both collections the scales met or exceeded the statistical requirements. Thirdly, the relationship between usage and infusion is seen to be moderated by national culture. This has 5 large implications for organisations and people who use Web2.0 as a medium for business. As an example, marketers could use the results in better understanding the usage of these types of websites, in the hope that it would allow for better targeting and placement of adverts. Lastly, the implications may extend beyond the context of the research. The study found a relationship between usage and infusion at an individual level of analysis. The relationship may exist in other areas of research which relate to Information systems including but not limited to Marketing (increasing the life cycle of products and increasing the value of customers through brand loyalty) and human resources (increasing employee efficiency through understanding peoples infusion of different types of technology). Research limitations – The research is limited to the sample that was achieved. The findings can be directly inferred to a similar sample base within South Africa, however cannot be generalised to samples of dissimilar natures. While the study used Facebook as a case, it should be cautioned that the results should not be generalised to other forms of social networking websites such as Twitter. Originality – The study is original in the following ways: Firstly, the study was conducted in South Africa where few other studies been found with a similar nature. Secondly, the study extended the thoughts on usage to the idea of infusion. Thirdly, two models were directly compared with independent data collections occurring. Fourthly, the relationship between usage and infusion is seen to be moderated by national culture. Both the relationship as well as the moderation effects has previously been empirically shown.