Faculty of Commerce, Law and Management (ETDs)

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Subject: search.filters.subject.SDG-9: Industry, innovation and infrastructureSubject: search.filters.subject.SDG-8: Decent work and economic growth

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    The Impact of Digital Leadership on Digital Maturity: A South African Case Study
    (University of the Witwatersrand, Johannesburg, 2024) Jaffer, Aasma; Sethibe, Tebogo
    In the rapidly evolving landscape of digital transformation, the role of digital leadership in driving organizational maturity has become increasingly crucial. This study investigates the impact of digital leadership on digital maturity within the South African fintech sector, aiming to provide insights into the mechanisms through which leadership practices influence digital maturity at a factor level. This was broken down into two key areas: identifying the most critical indicators of digital maturity and investigating the impact of digital leadership on five factors of digital maturity based on the digital maturity model used. Drawing upon a conceptual framework rooted in the literature on digital leadership and digital maturity, the study utilises an established digital maturity instrument, the Unified Digital Maturity Model by Armstrong & Lee (2021). The research employed a quantitative approach, utilizing a sample of 150 employees from various fintech companies in South Africa. Data was collected through a structured survey instrument, and statistical analysis, including regression analysis, was conducted to examine the relationship between digital leadership behaviours and organizational digital maturity levels. The findings reveal significant positive correlations between digital leadership and all five factors of digital maturity studied, namely Customer Orientation & Engagement, Digital Product Innovation, Workforce Enablement & Performance, Core Processes Digitisation and New Value Streams & Business Models. The study identifies the top three most critical digital maturity constructs as Organisational Culture, Workforce Enablement & Performance, Customer Orientation and at indicator level, found eight critical variables. These results underscore the importance of cultivating digital leadership capabilities to foster high digital maturity and in turn, streamline digital transformation in the South African fintech context. The study concludes by highlighting the imperative for organizations to prioritize investments in digital leadership development as a strategic imperative for navigating the digital landscape effectively.
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    Digital innovation and disruptive potential by FinTech companies in South Africa
    (University of the Witwatersrand, Johannesburg, 2024) Freund, Amelia; Omotoso, Pelayo
    FinTech companies are seen bring innovation to the financial services industry that provide an enhanced customer experience and improves financial inclusion. A contradiction exists between academic and business literature around the potential impact of the FinTech revolution on the industry and banks as incumbents in the financial services industry. This paper aims to clarify this by assessing the degree of potential disruption that domestic new-entrant FinTech companies in the payments sub-sector have on incumbent banks in South Africa, so that both parties could make informed decisions that benefit the industry and its customers. This qualitative study examines the drivers of potential disruption and the decisions made by both FinTech new-entrants and banks to develop a synthesis for a likely future scenario relating to potential changes in dominance within the financial services industry. It further analyses the advantages and challenges of each party in the context of a potential partnership and examines management views to determine alignment with the drivers of disruption. This cross-sectional study employs document analysis to examine 42 new-entrant FinTech companies in the payments sub-sector and 5 banks, in addition to the thematic analysis of semi-structured interviews 15 semi- structured interviews conducted. It was found that domestic new-entrant FinTech companies are not likely to disrupt banks (to the point where FinTech companies become more dominant) in the payments sub-sector in South Africa due to the influence of banks in the industry and the proactive response from banks to potential disruptions. Banks should, however, take notice of developments and more seriously consider solutions in the cross-border remittance and blockchain spaces. Managers may have slight differences in their opinions, but overall, they are aligned with the factors driving disruption and the influence of FinTech companies on the financial services sector. This alignment enables them to make strategic decisions effectively without significant misconceptions. The study discovered a potential mutually beneficial link between FinTech companies and banks that indicate partnerships between them might enhance their services to customers and enhance their overall competitive standing in the market
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    Exploring the role of social media influencers and brand ambassadors in influencing purchase intention
    (University of the Witwatersrand, Johannesburg, 2024) Da Fonseca, Helen; Saini , Yvonne
    This study investigates the comparative influence of social media influencers and celebrity brand ambassadors on purchase intention within the South African cosmetics industry, specifically targeting millennial and Generation Z consumers. Grounded in the Source Credibility Model, the research examines how credibility, trustworthiness, and expertise shape consumer decision-making. Social Media Influencer-Driven Purchase Intention (SIPI) and Brand Ambassador-Driven Purchase Intention (BAPI) were introduced as higher-order constructs to evaluate and compare which type of endorser has a stronger influence on overall purchase intention. A Structural Equation Modeling (SEM) methodology was used to analyse survey data collected from 130 respondents. The findings indicate that both Social Media Influencer-Driven Purchase Intention (SIPI) and Brand Ambassador-Driven Purchase Intention (BAPI) influence consumer purchase intention, with celebrity brand ambassadors exerting a more substantial effect due to their higher perceived credibility and expertise. Celebrity brand ambassadors were shown to play a pivotal role in enhancing consumer trust and confidence, making them more effective in driving purchase behaviour compared to social media influencers. These insights offer strategic guidance for marketers and brands looking to refine their influencer marketing strategies to better resonate with the evolving preferences of millennial and Generation Z consumers in the South African market.
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    Mobile banking apps curation: Assessing the factors that influence mobile banking’s continuous use amongst Millennials and Generation Z
    (University of the Witwatersrand, Johannesburg, 2024) Mashishi, Neo; Zulu, Melissa
    The proliferation of mobile banking platforms and the widespread use of intelligent devices like smartphones and tablets have caused a paradigm change in the banking industry in recent times. Millennials and Generation Z (Gen Z), dubbed the "digital natives," make up most of these service consumers. Millennials and Gen Z are increasingly using mobile banking apps, which has transformed how financial services are delivered. Nevertheless, despite being widely adopted, banks need help to ensure the continuous use of these apps to sustain a devoted and loyal consumer base while competing in the market. This study, therefore, investigates the factors influencing Millennials and Gen Z's continuous use of mobile banking applications. Five theoretical frameworks have been adopted to direct the research inquiry: Computers As A Social Actor (CASA), Expectation Confirmation Theory (ECT-IS), Social Response Theory (SRT), Task Technology Fit (TTF), and the Unified Theory of Acceptance and Use of Technology (UTAUT). The study adopted these frameworks based on their theoretical and empirical applicability and ability to provide perspectives into the variables impacting Millennials and Gen Z's continuous use of mobile banking apps. The study employed SPSS (Statistical Package for the Social Sciences) for the analysis of descriptive statistics. To validate the theoretical model and investigate the interactions between variables, Partial Least Squares Structural Equation Modelling (PLS-SEM). PLS-SEM, Smart PLS software was used to assess the validity and reliability of the constructs as well as the strength and importance of the proposed paths in the structural model was made possible by the PLS-SEM methodology. This provided an overview of the dataset and made it possible to do a thorough analysis by outlining important features like means, frequencies, and standard deviations. The research used quota sampling for a sample size of 505 participants. The study's conclusions indicate that there is a substantial correlation among perceived anthropomorphism, expectation confirmation, service quality of mobile applications, mobile banking app satisfaction, technology fit, and consistent usage of mobile banking apps. The study’s goal is to advance our understanding of the field of banking and financial services marketing. The banking sector can apply the findings and insights to differentiate its offerings from its competitors and gain a competitive edge while potentially boosting profitability.
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    Factors Affecting Blockchain Technology Adoption by Organizations in the Livestock Supply Chain Industry in Zimbabwe
    (University of the Witwatersrand, Johannesburg, 2024) Tambudze, Pelagia; Isabirye, Naomi
    Blockchain is a distributed ledger technology that provides the building block for many innovations. The distributed nature of blockchain, its immutability, and anonymity enable trust, transparency, and security among transacting or trading partners. The accelerated unfolding of 4IR due to the COVID- 19 pandemic recently unveiled several critical gaps within global supply chains, including livestock supply chains. The main challenges faced by organizations in the livestock supply industry in the developing world include difficulties for farmers in accessing new markets, no flexibility in production times, and no traceability for the consumer market to trace food component authenticity. In Zimbabwe, livestock is an important sector contributing about 22% of the total GDP. From several studies done by other researchers in different industries, such as health care, banking, mining, education, and agriculture, it is evident that blockchain technology solves most of these issues by decreasing data asymmetries and the cost of transactions to benefit all stakeholders. Blockchain-based solutions have recently been introduced to the livestock sector, and Zimbabwe is one of the early adopters among its African counterparts. However, the adoption rate by organizations within the livestock supply chain has been minimal. Using the lens of the TOE framework, this study investigated the factors that affect the decision by organizations in Zimbabwe's livestock supply chains to adopt blockchain technology. A qualitative approach was applied, interviewing fifteen informants from various levels of the livestock supply chain. Responses were analysed using thematic analysis. The study found that adopting blockchain benefits organizations and the overall livestock supply chain. The study found that technological, organizational, and environmental factors influenced organizations' decision to adopt blockchain technologies within livestock supply chains. These factors included availability of the technology, cost of the technology, skills availability, regulation and policies, competitive pressures, presence of blockchain providers, political and socio- economic factors and market trends.
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    Attitude and acceptance of Artificial Intelligence technologies in the South African financial services. industry
    (University of the Witwatersrand, Johannesburg, 2024) Wotela, Ruth Rumbidzai; Maier, Christoph
    Despite Artificial Intelligence (AI) being topical, the successful adoption of AI technologies within organisations has been slower than expected. Literature and past research highlights the mixed and contradictory views and findings regarding employees’ attitude and acceptance of AI technologies, which challenge the successful implementation and use of AI technologies. Further, research on employees’ attitude and acceptance of AI technologies in emerging market economies, such as South Africa, and specifically within mandatory settings is limited. The purpose of this research was to investigate and determine factors influencing employees’ attitude and acceptance of AI technologies amongst employees within the financial services industry, where the use of AI technologies is mandatory. The Technology Acceptance Model (TAM) and the Technology-Organisation-Environment (TOE) framework were integrated and extended. This quantitative research study used a cross-sectional design. An online survey was distributed to employees within financial services organisations. A total of 410 valid responses were analysed using descriptive statistics, correlation analysis and regression analysis. Textual responses from the open-ended questions were categorised and presented visually in the form of word clouds. The research results indicate that each of the technological, individual, organisational, and environmental factors have a significant positive effect on attitude towards use of AI technologies. Multiple regression and stepwise regression analysis were used to identify the most influential determinants of attitude towards use of AI technologies from all the technological, individual, organisational and environmental factors. The results indicate that employee wellbeing, competitive pressure, perceived usefulness, management support, perceived ease of use, organisational justice and customer pressure are key determinants of attitude towards the use of AI technologies. The attitude-acceptance relationship is confirmed, as attitude towards use of AI technologies positively influences the acceptance of AI technologies. Although employees’ job roles do not moderate the relationship between attitude and acceptance of AI technologies, their experience with using AI technologies does. Based on these findings the ITOE model for implementing AI technologies is developed, and can be used to facilitate the successful implementation and use of AI technologies. The implications of this research, as well as recommendations for organisations and future research are also discussed.
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    Digital transformation strategies in the South African banking sector
    (University of the Witwatersrand, Johannesburg, 2023) Sibeko, Simphiwe Annita; Godspower-Akpomiemie, Euphemia
    The emergence of digital solutions has created unexpected players in the banking sector as the market slowly grows to defy boundaries. New entrants in the market are challenging the traditional players who have dominated the South African banking sector by introducing digital solutions and low-cost operating models. To compete in this rapidly changing and evolving market, traditional banks should prioritise digital transformation. To drive innovation and long-term solutions, organisations should seek change and transformation. The concept of digitally transforming corporate, operational, and functional strategies of an organisation underpins the focus of this research article. The fundamental objective of this research is to enhance comprehension of the current advancements in the discipline of digital transformation strategies. This study aimed to contribute to not only the assessment of strategy maturity and effectiveness, but to provide context to the South African banking sector. The objectives were achieved through qualitative comparative analysis of audited integrated annual reports and surveys on customer experience to calculate Net Promoter Scores in the industry. Analysis was conducted by applying a conceptual framework constructed by leveraging existing theories in literature, to identify and scrutinise the relationship between digital transformation strategy designs, learning and growth initiatives, and customer experience on the overall performance and market leadership. The framework provided structured analysis and standardised data to test strategy effectiveness between the four sample banks. Overall, the study argues the need of standardised attributes pertaining to digital transformation strategy design and initiatives, which will drive accurate reporting on strategy maturity. Data reported is decentralised as there are not governing frameworks to align reporting. Aligning key attributes will provide decision makers with better insights and equip incumbents to respond less tactically to the evolving world of banking.
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    Using 3D Printing Technology for Manufacturing Interior Aesthetic Components for Customisation in the Automotive Industry
    (University of the Witwatersrand, Johannesburg, 2024) Mbambo, Nondumiso
    The research is a business venture proposal focusing on exploring the concept of automobile interior customisation through a 3D printing. The research gap of inclusivity in the current offering of the automobile interior was articulated. Theories of digital transformation, digital maturity, innovation, lean innovation and entrepreneurship were used to inform this study. The conceptual framework was developed using the variables of age, gender, customisation, connectedness and purchasing intent. The qualitative research strategy was adopted for the research and probability sampling was used to sample random respondents. Reliability and validity were determined using CFA and SEM. The findings of the study revealed that the concept of customisation is not dependent on age and gender therefore an inference drawn was that market segmentation ought to be done by needs and preferences as opposed to demographics. The findings further revealed that there is a need for this customisation offering as both customisation and connectedness were found to be drivers of purchasing intent. The business case for Mageza 3D printing was advised by the findings of the study where the target market was identified. The business strategy focused on the market penetration, the staggered approach in the operations rollout to 2035 as well as the marketing plan for the concept of customisation. The business showed profitability of 15% from the first year reaching 26% by the fifth year. The main limitation of the study was in the research methodology adopted whereby the inclusion of a qualitative research strategy would have offered a more holistic understanding of concept buy-in across the value chain. In this regard, future research was recommended to assist in solidifying this business case
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    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.
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    The role of digital technologies in enabling subsistence farming in rural KwaZulu Natal
    (University of the Witwatersrand, Johannesburg, 2024) Zulu, Mamakhethe; Magida, Ayanda
    Food security has grown in importance over the years, ranking among the world’s most pressing issues. High food demand has led to poverty, yet sustainable food production methods have proven effective in reducing it. Because of both macro and micro environmental factors, the adoption of digital technology in agriculture have recently had a significant impact on the global landscape. Digital technologies are assisting in meeting the increasing need for sustainable food production on a worldwide scale. This has been achieved by incorporating several digital technologies such as robotics, automation, sensors, Internet of Things (IoT), and data analytics into agricultural processes to maximize crop yields, lower emissions, and optimize farming inputs. By allowing the traceability of goods and processes, this can enable transition from hard human labour to continually automated processes and thus improving agricultural productivity. This study aimed to investigate how digital technologies can enable subsistence farming in KwaZulu Natal. A qualitative approach was adopted for the research, thirteen participants who were subsistence farmers were interviewed using open ended questions. Thematic approach was used to analyse the findings. The findings revealed that adoption of digital technologies was still in its infancy stages, and this was attributed to socio-economic factors such as lack of digital skills, lack of capital to purchase and maintain farming technologies, access to reliable power sources and water. Incorporating technology into farming practices could lead to innovative farming in the rural communities of KZN who still practice conventional farming methods. By applying digital farming technologies, farmers can obtain precise and up-to-date observations on several factors impacting their yield, including plant health, soil quality, meteorological conditions, and the prevalence of pests and diseases. Digital technologies assist agricultural The role of digital technologies in enabling subsistence farming in rural KwaZulu Natal iii producers and academics to make better judgments by analysing the findings. Data obtained can enhance productivity, cut expenses, and oversee resources. Though unevenly, Southern Africa has been rapidly going digital. But the revolution that digitisation promised has not yet materialised in the food and agriculture sectors. Even if these technologies may still be in their infancy in Southern Africa, policymakers must have a forward-thinking mindset to foster an atmosphere that encourages the usage of digital solutions. Encouraging regulations, infrastructure, expertise, and government assistance will be critical in building the foundational elements required to enable DT in agriculture to flourish. It is important not to undervalue the importance of straightforward, useful, and relevant digital tools in African agriculture, particularly when interacting with farmers in rural arears.