Faculty of Commerce, Law and Management (ETDs)

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Empowering Financially Vulnerable Consumers through Digital Marketing: Enhancing Access to Inclusive Banking Services
(University of the Witwatersrand, Johannesburg, 2024) Ngobeni, Beryl; Quaye, Emmanuel
Financially vulnerable consumers in South Africa face barriers to accessing inclusive banking services, limiting their financial participation. This study explores how digital marketing can bridge this gap by enhancing engagement and promoting financial literacy. Using a qualitative research approach, nine semi-structured interviews and two focus group discussions were conducted with consumers and banking professionals in Johannesburg and Limpopo, South Africa. The Financial Capability Framework was applied to assess financial knowledge, skills, attitudes, and behaviours. Findings show that personalized, culturally relevant digital marketing campaigns improve engagement, while multi-channel strategies, such as social media, mobile banking, and Unstructured Supplementary Service Data (USSD), enhance accessibility. However, challenges like fraud, low digital literacy, and high data costs persist. Financial education through digital campaigns and community outreach builds trust, while zero-rated services and AI-driven personalization improve access for low-income consumers. The study proposes a Digital Financial Inclusion Framework (DFIF) to guide banks in developing inclusive, trust-driven strategies. By addressing barriers and leveraging digital tools, banks can foster a more equitable financial ecosystem. This research offers actionable insights for policymakers, financial institutions, and digital marketers to advance financial inclusion in South Africa. It also presents tiered implementation strategies for banks and explores future applications of emerging technologies.
Adoption of online grocery shopping by urban consumers in South Africa
(University of the Witwatersrand, Johannesburg, 2025) Naidoo, Shivani; Beder, Laurence
The adoption of online grocery shopping among urban consumers in South Africa remains limited, despite the global trend toward e-commerce. This study addresses the research problem which highlights the slow uptake of online grocery shopping, by investigating the factors that influence urban consumer behavioural intention through the lens of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. Key constructs such as performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit were analysed for their impact on behavioural intention and actual usage behaviour. Additionally, age, gender and experience were included as moderators in this study. Using a quantitative research methodology, a structured survey was distributed to 199 urban consumers in South Africa, of which the sample consisted of both users and non-users of online grocery platforms. Data was analysed using structural equation modelling (SEM) to evaluate the relationships between the UTAUT2 constructs and consumer behaviour. The average research results for all respondents indicate that while constructs like performance expectancy and habit positively influence urban consumer behavioural intention, factors such as social influence, facilitating conditions, price value, and hedonic motivation are more significant for non-users. Additionally, behavioural intention did not significantly predict actual usage behaviour across all groups. Thus, the study concludes that it provides a valuable starting point for understanding the factors that influence urban consumer behavioural intention to use online grocery shopping in South Africa. It also highlights that while UTAUT2 iii provides valuable insights, its constructs require contextual adaptation to address South Africa’s unique challenges. The study also recommends targeted strategies and actionable solutions for retailers and platforms to improve and accelerate online grocery adoption.
Assessing factors hindering feasibility and build programmes of nuclear power in South Africa
(University of the Witwatersrand, Johannesburg, 2025) Masutha, Thendo Yeolaine; Steven, Mathetsa
The nuclear energy industry in South Africa has faced various challenges that have hindered its development. This study examines the factors contributing to the slow expansion of the nuclear energy capacity within South Africa’s energy mix, focusing on key barriers such as policy inconsistencies, financial constraints, and technical limitations. It also aims to form recommendations for an improved South African nuclear energy sector. The study is framed within the conceptual context of energy policy, sustainable development, and the just energy transition. The study employs the qualitative approach of case studies and semi-structured interviews as forms of data collection. It explores successful case studies from France and India, where consistent energy policies, strong state support, and strategic funding have enabled substantial growth in their respective nuclear energy sectors. This comparative analysis provides practical recommendations for South Africa, focusing on the importance of improving regulatory frameworks, enhancing financial support mechanisms, and fostering innovation, technical capacity, and improved stakeholder management. Additionally, data were collected from a purposively selected sample of experts in the South African nuclear energy industry. Thereby utilising semi-structured interviews to gain a comprehensive understanding of the challenges faced. The findings highlight several critical barriers, including inadequate policy frameworks, limited financial incentives, a lack of technical expertise, and poor stakeholder engagement. South Africa has the potential to significantly expand its nuclear energy capacity, but this requires targeted interventions to address the existing barriers. The conclusion emphasizes the need for a coordinated approach between government, industry, and stakeholders to create a conducive environment for the development of the country’s nuclear energy sector.
Business Case: Green-Certified Buildings in South Africa’s Residential Rental Market
(University of the Witwatersrand, Johannesburg, 2025) Roodt, Ilona
In this paper, the characteristics of the Excellence in Design for Greater Efficiencies (EDGE) green building certification system is explained, and the energy and water savings in a portfolio of residential units in the EDGE-certified residential building portfolio in South Africa was investigated. This research analysed the efficiency of energy and water usage, following certification, and the contribution to lowering building running costs and increasing property values was investigated. The research revealed that the portfolio design of EDGE-certified buildings results is, on average, a 42% energy saving and a 54% water saving across the portfolio. The research explores the overall reduction in building operating costs and the impact on property return by considering the payback period of the additional investment. The US Green Building Council indicate operating costs drop by 13%, with a drop of 10.5% in the first year and then an average of 16.9% over five years. The research revealed that overall cost savings are significant, the cost of greening is recouped on average over 6 years and this means that property returns increase. The US Green Building Council indicate that property values increase by between 4%-6% for a study relating to LEED-certified buildings. The research signifies the importance of bringing down energy and water costs to preserve and increase return and value, and this may be catalytic in increasing affordable housing investment and tenant standards of living. Where this activity is at scale within the right policy framework, an overall reduction in emissions may occur.
The role of trust and risk in the adoption of super apps in South Africa
(University of the Witwatersrand, Johannesburg, 2024) Ndaba, Mpumelelo; Hughes, Mitchell
A super app is an “all in one” mobile application that provides the user with core features and access to a wide range of third-party created “mini apps” that they can choose to activate. Typical functions within existing super apps include instant messaging, food ordering and delivery, ridesharing, appointment bookings, e-commerce and utility bill payments, among several other features. This all-in-one application has gained signi[icant success in Asia, with WeChat and Alipay in China being the most popular super apps in the world, collectively providing over one billion users with a variety of services without having to switch between different mobile applications. Because the super app is an emerging phenomenon, the factors in[luencing adoption are currently ill-understood. A preliminary review of the literature revealed that most existing studies on super apps were conducted in Asia, where numerous super apps are currently available. This gap in academic research presents an opportunity to explore super app adoption within the African context, speci[ically in South Africa. This study aims to determine how trust and risk in[luence the potential adoption of super apps in South Africa by utilising the trust- based consumer decision-making model by Kim, Ferrin, and Rao (2008) as the theoretical framework to examine the roles of trust, risk, and bene[it in this process. The study employed a quantitative research method, speci[ically using a survey questionnaire for data collection, and was conducted within the positivist paradigm. The [indings revealed a signi[icant positive correlation between trust and adoption intention, highlighting the crucial role of trustworthiness in the acceptance of novel technologies. Interestingly, contrary to common belief, the study also found a positive correlation between perceived risk and adoption intention, indicating that higher perceived risk does not necessarily deter users from adopting super apps. These unexpected results underscore the complexity of user decision-making in the adoption of emerging technologies and suggest a need for further investigation into the underlying dynamics driving adoption behaviour.
Policy challenges affecting the electric vehicle manufacturing sector in South Africa
(University of the Witwatersrand, Johannesburg, 2024) Mateko, Freeman Munisi
The evolution of technology has brought many changes to the automotive sector on a global scale. Different economies in the Global South and Global North are making strides to adopt modern technology, such as electric vehicles, which are more efficient than internal combustion engine vehicles. Electric vehicles have zero emission levels and this is crucial for supporting climate change action. Economies that have adopted electric vehicles succeeded due to robust policies and financial incentives for car manufacturers, among other factors. The aim of this research was to explore the extent to which the policy environment facilitates for increased adoption and manufacturing of electric vehicles (EVs) in South Africa. This research is in line with various Sustainable Development Goals (SDGs). It supports SDG 7 by encouraging the use of electric vehicles for cleaner energy, as well as SDG 9 by advocating for automotive sector innovation and infrastructural development. Furthermore, the emphasis on lowering emissions coincides with SDGs 11 and 13 by promoting sustainable urban environments and climate action. In terms of the research methodology, the study was based on qualitative research techniques. Interviews and literature review were used for data collection. Six policy documents were analyzed in this study. The target population for the study were the stakeholders in the South African car manufacturing sector. Purposive sampling was used to select a total of ten participants for the study. Data was analyzed through content and thematic analysis techniques. The results of primary study demonstrated how ambiguous South Africa's current electric vehicle policy environment is. Additionally, it was determined that some factors must be considered to guarantee a seamless switch to electromobility. Developing and executing electric vehicle policies, maintaining a steady supply of energy, lowering import taxes on EV parts, skill development, providing purchase subsidies, and providing production and technological incentives are a few of these elements. In terms of policy recommendations, it was suggested that there is need for timeous implementation of electric vehicles policy, producing battery electric vehicles, promoting research and development on electric vehicles and there is need for increased government support towards car manufacturers in South Africa.
The Perception of Bookkeepers on the Adoption of robotic process automation in the automotive industry in Gauteng
(University of the Witwatersrand, Johannesburg, 2024) Dlamini, Nozipho; Robert, Venter
Background: The automotive industry in Gauteng, South Africa, stands at the cusp of transformative technological integration, with Robotic Process Automation (RPA) emerging as a key driver of efficiency and innovation. However, the successful adoption of RPA hinges not only on technological prowess but also on the perceptions and attitudes of the Bookkeepers tasked with its implementation and utilization. Objective: This study aims to investigate the effects of Robotic Process Automation on bookkeeping staff in Gauteng's automotive industry. By understanding their perspectives, this study aims to investigate the effects of Robotic Process Automation on bookkeeping staff in Gauteng's automotive industry. Method: In the study, a qualitative method approach was employed to comprehensively capture employee perceptions. Semi-structured interviews were conducted with key stakeholders across the finance and controlling domains within an automotive company. Data analysis involved thematic coding of interview transcripts and statistical analysis of survey responses to uncover patterns, themes, and correlations. Results: Preliminary findings suggest a diverse range of attitudes towards RPA adoption among Bookkeepers in the Gauteng automotive industry. While some express enthusiasm for the potential efficiency gains and reduced mundane tasks, others harbor concerns regarding job displacement and skill obsolescence. Additionally, organizational culture, leadership support, and communication emerge as critical factors shaping employee perceptions and readiness for RPA implementation. The synthesis of qualitative data provides a rich understanding of the complex interplay between individual attitudes, organizational dynamics, and technological integration in the automotive sector.
Organisational Readiness for Digital Innovation within the Automotive Manufacturing Sector in South Africa
(University of the Witwatersrand, Johannesburg, 2023) Mufumadi, Mendy Konanani; Oba, Pius
Global digital disruption is an inescapable fact of the 21st business environment. The consequences thereof have major implications for all sectors, including the automotive manufacturing industry. The advent of electric cars and self-driving vehicles are just some examples of digitial innovations in the sector. Digital technologies have significantly advanced the automotive manufacturing industry, altering how processes are executed, customer interactions are carried out, and supply chain management is handled.However, despite the benefits of Digital Innovation, many organisations struggle to adopt and integrate these technologies effectively, with one of the challenges being organisational readiness for Digital Innovation. It is against this backdrop that the current study investigated the factors that influence organisational readiness for Digital Innovation in the South African automotive manufacturing context, specifically at Company X, and how organisations can overcome those barriers/ factors. A review of extant literature showed a dearth of studies on Digital Innovation in this sector within the SA context. Therefore, there was a need to investigate the factors that influence organisational readiness within the automotive industry in South Africa, and to identify strategies that can help with overcoming the barriers. The study adopted a qualitative methodology, using interviews as a research tool in which 12 participants were interviewed. The data analysis yielded 3 main themes and various related sub-themes, namely (a.) Understanding and involvement of Digital Innovation, (b.) Readiness FactorVersus Digital Innovation and (c.) Challenges and Barriers that hinder Digital Innovation As with many other businesses, automotive manufacturing is also compelled to respond to the challenge posed by technological advancements. For Company X, leadership and management were the most highly ranked factors influencing organizational readiness. The perceived meaning of Digital Innovation revolved iv around improving processes and adding value to both internal and external customers, making use of technology to improve decision-making. The use of technology such as AI, IoT and Power BI has gained momentum as well. This study covers a wide range of topics that are relevant to the business, management, organizational and professional areas. It emphasizes the significance of management and leadership as key factors impacting organizational readiness. Managers, engineers, and IT professionals can gain valuable insights regarding the challenges and best practices for implementing digital technologies from this work as it also clarifies organizational dynamics and the prerequisites for successful digital innovation, offering practical strategies for organisations to enhance their readiness
Digital transformation within the public sector communication service in South Africa
(University of the Witwatersrand, Johannesburg, 2024) Modiba, Dalson Nkoana; Sethibe, Tebogo
Neo-institutional theory (NIT) has been widely used in research concerning business, accounting, economics, management studies, health, education, political science, and sociology. The use of NIT, especially in the area of digital transformation (DT), is still in its embryonic stage. Furthermore, despite the benefits of DT, documented case studies about the successful implementation of DT initiatives are scant, especially in the public sector. In this study, NIT was utilised to examine the role of digital transformational leadership (DTL) and organizational agility (OA) in accelerating DT in a South African (SA) public sector communication service. Using a pre-tested survey instrument, the aim was to collect and evaluate additional quantitative data to answer the question: is NIT an appropriate model to use to assess DTL, OA, and DT relationships in a public service communication service within a South African context? The findings affirm that, in the South African context, there is indeed a linear relationship between DT and DTL, with DTL and OA as predictors. Both factors are significant predictors of DT, with the results accentuating the crucial role of DTL in the interplay of OA and DT. DTL was found to have a positive and significant effect on OA. OA was found to have a complementary mediating role in the relationship between DTL and DT. Consequently, this study provides crucial insights, especially for practitioners who are looking to explore and invest in the leadership traits required to build agile public service organizations to successfully implement DT initiatives. It also opens up avenues for further research, especially considering the fact that DT remains a complex digital dilemma even after several studies that have been conducted.
Accelerating Digital Government through Public Sector Innovation in South Africa: The Role of Open Government Data
(University of the Witwatersrand, Johannesburg, 2024) Delwa, Qinisile; Mzyece, Mjumo
The study aimed to explore the impact of Open Government Data (OGD) on achieving a digital government in South Africa. The study investigated OGD as a public sector innovation and how it contributes to an enhanced approach to designing service- delivery-oriented digital solutions. Experiences of other countries using OGD and its social and economic potential were explored, identifying and comparatively contrasting how such opportunities can be further exploited within the unique circumstances of South Africa. Furthermore, the study reflected on the conception of public sector innovation in practice by observing how this finds expression in existing open government data initiatives to identify potential diffusion mechanisms and opportunities. The motivation for this study is to demonstrate public sector innovation in practice, using OGD as an example of the potential value of public sector innovation that still needs to be explored. The study approach was a qualitative comparative case study where semi-structured interviews were conducted with public sector experts involved in open data projects and independent and retired experts. The data from the interviews was analysed thematically in an inductive approach. The key findings of this research report indicate that South Africa has not made significant progress in digital transformation due to fragmentation and a disjointed strategic approach. The research confirmed the vital role of data, specifically open government data, in advancing digital transformation. Furthermore, based on the case studies, the research findings indicate that open government data-driven public sector innovations hold great potential to accelerate digital government transformation in South Africa

Faculty of Commerce, Law and Management (ETDs)

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