Wits Business School (ETDs)
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Item Examining the role of AI ethics in establishing Human-AI Workplace Coexistence in a selected Telecommunications Organisation in South Africa(University of the Witwatersrand, Johannesburg, 2024) Muir, ElmarieArtificial Intelligence technologies reinvent how we live, work, and organise our daily lives and social interactions. It brings about operational efficiencies, customer service enhancements, and organisational innovations for organisations, redefining the future landscape that will open new dimensions beyond distance, distortion, and space. Despite these benefits, using AI raises enormous concerns for telecommunication organisations beyond data protection and security vulnerabilities, including introducing ethical dilemmas due to the technology's accountability, transparency, algorithmic bias, explainability issues, and the potentially dire ramifications for employment. These issues inherent in AI technology and its concerns make it necessary to explore the ethical considerations and the role of AI ethics in establishing a harmonious human-AI workplace coexistence in the telecommunications workplace. A qualitative methodology was undertaken with purposively selected participants based on their telecommunications industry experience and exposure to AI technologies in the organisation, which allowed participants to be interviewed to gain insights into their perspectives. The research findings show that employees have real job insecurities for their future and their technological readiness to work alongside this technology. Key themes highlighted ethical AI practices, with participants advocating for transparency and accountability. Trust in the organisation and trust in AI technology, with proactive engagement with employees and stakeholders, are pivotal to mitigating their concerns and creating a conducive environment for successful integration. Furthermore, upskilling is vital for establishing trust in AI. In conclusion, the consensus is that although ethical guidelines are essential, more than ethics alone may be required to establish human-AI workplace coexistence. Instead, the organisation should cultivate an organisational culture iii that supports ethical AI practices with a robust governance framework to ensure adherence to ethical guidelines is followed and responsible use of AI. Furthermore, leaders must ensure openness and transparency about their intentions to adopt AI, foster trust in the organisation that AI strategies are not designed to replace workers and develop the necessary technological competencies through targeted skill development to build trust in the technology. This will allow the organisation to be successful in their AI adoption journey and establish collaborative intelligence for harmonious human-AI workplace coexistence.Item Trust in E-commerce and its impact on the purchase intention of consumers in south africa(University of the Witwatersrand, Johannesburg, 2024) Esther, Mufhadi Thilimbilu; Pillay, KiruThe COVID-19 pandemic brought many challenges to companies. With the restrictions that were imposed, companies were forced to look at their digital transformation strategy to first overcome the challenges they were facing and second to determine what digital technologies could be leveraged to fast-track services and service delivery to their consumers. This research study seeks to understand the role of online trust in stimulating the purchase intention of e-commerce consumers in the South African market. The study applied an experimental research design to address the research questions. Data was collected using a structured questionnaire collected through an online survey. Data was analysed using descriptive statistics and inferential statistics (chi- squared test). Furthermore, to investigate the relationship between privacy concerns and online trust in e-commerce consumers in South Africa, regression analysis was applied, and a p-value of 0.05 was used. The SPSS Version 28 was used to analyse the data. Results show that online shopping occurs predominantly amongst youth between 18 and 39 years old with an honours degree education. Most of the participants purchase online for convenience (27.9%), and 2.6% of participants mentioned fear of cybercrime as the reason for not using online shopping. Perceived risk influences consumers’ decision-making processes for buying products on e-commerce platforms. Most of the participants learned about online shopping from social media platforms (32.5%) and 11.3% from word of mouth. Most of the participants trust the e-commerce (75%). The majority of participants mentioned that website safety and ease of navigation (95%) encourage them to purchase online. Also, 90% of participants believe that familiarity with the website before making an actual purchase reduces the risk of shopping online. This study recommended providing more online shopping platforms to youth and educated consumers since this group is more aware of the risk factors associated with online shopping.Item The underrepresentation of women with STEM backgrounds in African TechCos(University of the Witwatersrand, Johannesburg, 2024) Mufahothe, Mabedi; Magida, AyandaThe global phenomenon of digital transformation is expected to continue into the foreseeable future, forcing companies to ramp up their digital skills to avoid being disrupted by new entrants to the market. However, a digital skills crisis looms, particularly regarding women and girls in the workforce. There is a significant underrepresentation of women in Science, Technology, Engineering and Mathematics (STEM) fields, disciplines critical to meeting companies' needs in the Fourth Industrial Revolution. There has been a call for action from several governments and civil society to address the gender gap in STEM, which is seen as not just a social issue but an economic priority as well. This research explored the barriers to entry and retention of women with STEM backgrounds in African TechCos. The study aimed to identify factors that motivate and enable women to enter STEM fields, particularly in the technology industry, as well as identify barriers to entry and retention for women in these sectors. The research was conducted through in-depth interviews with eight women with STEM backgrounds working in TechCos across several African countries. The findings of the study revealed that the primary motivators for women to enter and persist in STEM fields are societal perceptions and impressive financial prospects. The study discovered that the lack of visible, successful women in STEM that girls and young women can look up to during their school days reduces their willingness or eagerness to enter and stay in STEM careers. The study concludes that bridging the gender gap in STEM requires first addressing the root cause of the issue, i.e. the traditional parenting practices that do not expose girls to STEM-related activities from a young age. The study recommends the adoption of collaborative efforts by relevant stakeholders to implement transformational processes to address the low female representation in STEM.Item The role of Middle Management in a Digitally Matured Financial services organisation: A focus on the frontline professional advisory environment(University of the Witwatersrand, Johannesburg, 2024) Moloto, Mankweng Athlone; Magida, AyandaThis research study aimed to understand the role of middle management in a digitally matured financial organisation, particularly within the frontline professional advisory environment. A qualitative research methodology was adopted and conducted through 8 one-on-one interviews, via semi-structured and conversation led questions. A purposive sampling method was used in identifying the interviewees, particularly middle managers within the frontline professional advisory environment. Following this extensive data collection, a thematic analysis was conducted to draw conclusions to the research. The research findings suggest that middle management within the frontline professional advisory environment is a critical function within a digitally matured financial organisation. Albeit, less technical, there is and will always be an inherent need for people coaching, motivating, aligning to business values and guidance through leadership. Middle managers will in effect serve to ensure that frontline professional advisory representatives are entrenched to the organisational mission, vision and objectives in their execution of their rolesItem Evaluating the adoption of Fourth Industrial Revolution (4IR) related technologies by the Department of Home Affairs(University of the Witwatersrand, Johannesburg, 2024) Molobi, Sekie Michael; Moodley, KebashneeThe aim of this study was to provide insights into the factors influencing the adoption of 4IR technology by the Department of Home Affairs, including the perceived impact of these technologies on general operations and client service delivery. The Fourth Industrial Revolution (4IR) is a period characterised by rapid technological change and digital transformations, transforming how we live, work, and interact with the world around us. 4IR presents opportunities and challenges for the Department of Home Affairs (DHA) as it attempts to meet its mandate in an ever-changing environment. To remain effective in the face of the 4IR, the DHA must adopt new technologies that can help it improve efficiency and provide better service to its customers and key stakeholders. The study is based on the Technology Organisation Environment theoretical framework. A qualitative research methodology was adopted with the use of in-depth semi-structured interviews targeted at the Department of Home Affairs senior management personnel responsible for ICT, front end application and internal business owners. The outcomes of the study indicate that despite continued support from DHA leadership in terms of the use of new technologies and increased investment in these technologies, the Department of Home Affairs has lagged in terms of technological advancement. This is attributed to employee attitude towards new technology, their skill capacity, and resources capacity to conduct and major hindrances towards adopting new technology from an internal perspective. Externally, SITA's capacity to deliver the required services is seen as a major external factor with significant potential to hinder the Department's adoption of new technologyItem Readiness of South African fee-paying public high schools in Gauteng in adopting 4IR technologies in alignment with Education 4.0(University of the Witwatersrand, Johannesburg, 2023) Mokhwesana, Ramantiii ABSTRACT Far-reaching implications are being observed regarding how people engage, live, work, and educate themselves due to the requirements of the Fourth Industrial Revolution. The fusion of physical, human, and digital worlds is becoming increasingly evident. The redefinition of industries and the edification of people has led to the emergence of concepts like Education 4.0. which is characterised by intelligent technologies like three-dimensional printing (3D Printing), the Internet of Things (IoT), big data, data analytics, machine learning (ML), gamification, and augmented reality (AR). Literature in this field highlights the disruptive nature of these 4IR technologies, particularly in the education sector. Purpose: This study investigated the readiness level of South African fee-paying public high schools in Gauteng in their adoption and implementation of 4IR technologies in alignment with the objectives of Education 4.0. The outcomes of the study aimed to provide valuable insights into the factors that may have impacted the adoption or lack thereof of 4IR technologies in the classroom and thus offered remedial solutions where applicable. Research Design and Methodology: A generic qualitative research design was employed to explore stakeholder perspectives on the benefits of 4IR technologies in education. Semi-structured interviews were conducted using snowball sampling to gather data. Thematic analysis, specifically an inductive approach, was chosen to identify and interpret emerging themes from the interview transcripts. This research design and methodology provided an in-depth understanding of stakeholder experiences and insights. The total sample size comprised eleven participants. Key Findings: The study revealed both potential benefits and challenges associated with adopting and integrating 4IR technologies in the educational facilities under study. Educators generally perceived value in 4IR technologies for enhancing education quality. Potential benefits identified included personalised learning, active learning, and preparing students for future work iii contexts. However, challenges such as restricted access to technology, inadequate infrastructure, and insufficient training were also identified as potential barriers to adoption. Recommendations: The study recommends targeted interventions to address challenges and leverage opportunities for integrating 4IR technologies in foundational education contexts. These include exploring alternative financing models, implementing comprehensive and ongoing training programs, revising the curriculum policy statement, and effecting infrastructural improvements.Item Angler phishing attacks on social media users in South Africa(University of the Witwatersrand, Johannesburg, 2024) Mogashoa, Kemisetso; Ochara,NixonSince its founding, the term ‘phishing’ has expanded significantly as new dynamics and paradigms keep shifting the technology space. New technology platforms have increased individuals’ use of the internet and changed the way in which we communicate forever. Social media has steadily taken over traditional communication mediums, and the adoption is not slowing down anytime soon. What would have previously been sent as an email has now become a five-second WhatsApp message or Facebook post, and businesses are not lagging in this trend. Unfortunately, this has also led to a plethora of increased cybercrimes and has left the ecosphere of cybersecurity perturbed, as organisations scramble to find suitable solutions to combat phishing attacks internally and externally. Seminal works have covered the impact of phishing attacks on organisations and have provided practical solutions as intervention strategies. However, the same cannot be said about individuals and consumers. As businesses start to transform digitally, social media has become an imperative mediator between businesses and consumers, and phishers have taken notice. This has birthed a new form of phishing called angler phishing. This research focused predominately on the experiences of social media users who have been victims of this type of phishing. The study followed an interpretivist paradigm to understand victims’ realities and lived individual experiences. The snowball sampling method was executed to acquire participants, and social media was used to recruit 11 participants. Furthermore, an additional 7 participants consisting of a team of technical experts were interviewed in a focus group to evaluate the conceptual framework. The study incorporated theoretical frameworks such as the Big Five Personality Traits model and the Heuristic-systematic model (HSM) to understand personality types’ role in user behaviour and how users process information can lead to phishing susceptibility. Key findings revealed that whilst angler phishing is a growing trend, South Africa and organisations continue to neglect documenting the severity of these crimes which subsequently contributes to increased cybercriminal attacks. Additionally, the findings revealed cybercriminals continue to evolve and adapt their strategies and techniques alongside the evolution of new technologies. As a result, findings revealed a gap in digital literacy and other factors, such as the environment and cybersecurity training, play a pivotal role in a phishing lifecycle. Furthermore, having reviewed the key theoretical frameworks and the findings from the study, an adapted conceptual framework was presented to include these additional constructs such as the environment and training. v Moreover, recommendations have been presented for both social media users and organisations on what effective interventions can be followed to prevent future attacks. Lastly, the study concludes by providing an all-encompassing view of the background of angler phishing, seminal works from the literature, a research methodology, presentation of key findings and recommendations. Ultimately, organisations and other institutions have a responsibility to ensure consumers are cyber-educated and protected. Noting the limitations of the study, suggestions for future research were providedItem Online Advertising and Consumer Engagement for low and high involvement purchase decisions(University of the Witwatersrand, Johannesburg, 2024) Mhlaba, Nontuthuko Emelda; Saini, Yvonne KThis research studies the relationship between online banner advertising, consumer engagement dimensions and low and high involvement purchase decisions. Advertising influences customer engagement (Daven and Sari, 2021), and consumer engagement for online banner advertisements is expressed differently depending on purchase context i.e. high and low involvement products. Marketers use a similar approach to advertise low and high involvement products online, without differentiating how affective and cognitive dimensions of engagement influence consumer purchase decisions for low and high involvement products. Using the elaboration likelihood model, the study proposes that online advertising and consumer engagement dimensions, specifically the cognitive and affective dimensions, affect low and high involvement purchase decisions significantly. A self-administered survey designed on Qualtrics was distributed via online channels such as WhatsApp, LinkedIn, Facebook, and Instagram. Using a random snowball sampling method, a total of 305 responses were collected. The study tested 8 hypotheses and data from the study was analysed using structural equation modelling on SPSS. The results of the study indicate that online banner advertising has a significant relationship with cognitive and affective consumer engagement for high and low involvement products. The results also reveal that cognitive and affective consumer engagement has a positive relationship with both low and high involvement purchase decisions. The study confirms that dimensions of engagement do influence online advertising outcomes as well as purchase decisions for low and high involvement products. This study contributes to theoretical literature on online advertising and dimensions of consumer engagement in low and high involvement purchase contexts, the study also has practical implication in that it broadens marketers’ awareness of cognitive and affective engagement influences on high and low involvement purchase decisions, specifically for online banner adverts.Item Value Co-Capture in B2B Platforms: A Case Study in the Tavern Sector in South Africa(University of the Witwatersrand, Johannesburg, 2023) Mekgwe, BoipeloThe focus of the study is on value co-capture in B2B platforms: A case study in the FMCG sector in South Africa. The underlying issue is that small businesses in the FMCG sector are facing competition from established organisations and now require the use of information and technology systems to be competitive. AB InBev therefore created the BEES B2B platform to ensure that tavern owners amongst other businesses utilise technology to meet their aims and objectives. This study aims to determine how value co-creation can be realised by using the BEES application in the operations of tavern owners in the Gauteng Province. The research employed a qualitative approach to capture the opinions and perspectives of participants. The study utilised semi-structured interviews of 12 participants who were purposefully selected and gave consent to be participants. Through deductive thematic analysis as the data analysis method, the study discovered that since the adoption of the BEES application by tavern owners, there has been a perceptible increase in the efficiency of business operations as well as a noticeable achievement in the retention of competitive advantage. This is through utilising features such as browsing to make purchases and review and feedback to ensure the effectiveness of the application. Tavern owners utilising BEES B2B, have enhanced service quality in their operations. From the study, it was discovered that despite the discernible advantages there are also technological challenges with the use of the application due to issues of cyber security and a lack of internet education. This has had an impact on the effective use of the application as most tavern owners are not technologically savvy. The use of the application is also challenging due to a lack of access to the internet by tavern owners. Access to the internet remains a challenge in the developing world as the internet is not equally shared and there are associated charges that impact the effective use of the internet by tavern owners. The use of the BEES platform is also difficult for users because of the complexity of its application. Additionally, the lack of educational qualifications of tavern owners profoundly impacts how they use the application and therefore affects how they comprehend such an important application. This study recommends that AB InBev enhance internet education and skills development for tavern owners. The rationale is that it will ensure that tavern owners understand effectively how they can utilise the application. There is a need to ensure that the application is user-friendly, and the study also advocates that a point system as a reward for the use of the application be utilised.Item The impact of digital technologies on SME business performance in South Africa(University of the Witwatersrand, Johannesburg, 2024) Mdhluli, Mfanasibili EmmanuelIn the era of digital transformation and digital technologies, small and medium enterprises (SMEs) face an ever-changing operating environment where being digitally savvy is critical for success. Therefore, adopting and using digital technology may prove to be an important decision that may lead to SMEs continuing to operate as going concerns, growing and being sustainable well into the future. This research delves into the impact of SMEs using digital technologies on business performance. While a myriad of business performance metrics can be tested, for this research, revenue, profit, operational efficiency, customer satisfaction, innovation, risk management and the economic indicator of job creation are analysed. The challenges faced by SMEs are well documented, but there seems to be a lack of research on the benefits and impact of using digital technologies. Faced with limited resources, SMEs must make strategic decisions to drive their businesses forward and investing in digital technologies is one of them. This study seeks to understand the rationale of deciding to use digital technologies utilising the extended technology adoption model (TAM2) coupled with business measures. A quantitative electronic survey was used to collect the data from a sample of 84 South African SMEs. The findings reveal that using digital technologies has a positive impact on SME business performance, thus making it imperative for SMEs to adopt and use digital technologies as part of their business models. The findings elucidate that using digital technologies is not merely an operational imperative, but is also transformative, unlocking sustained competitiveness. The study adds to the literature on the understanding of the impact of using digital technologies on SME business performance, especially from a South African context