4. Electronic Theses and Dissertations (ETDs) - Faculties submissions

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    The influence of social media marketing on brand loyalty in the South African retail sector
    (University of the Witwatersrand, Johannesburg, 2024) Hansjee, Anashree; Ochara, Nixon
    In the contemporary landscape, characterized by the burgeoning influence of social media, this research aims to rigorously examine the effects of social media marketing activities on brand loyalty within the grocery retail sector of South Africa. The study extends beyond a simple analysis of this relationship by exploring the critical function of brand trust as a mediating variable between social media marketing efforts and the development of brand loyalty. From a methodological perspective, the research utilized online surveys conducted via the Qualtrics platform to collect data, focusing on capturing the intricate dynamics that shape consumer perceptions in social media. The target demographic was comprised of individuals who follow leading grocery retailers in South Africa on social media platforms. The study adopted a comprehensive analytical approach, employing descriptive statistics, correlation analysis, confirmatory factor analysis, and structural equation modeling for multiple regression analysis. This multifaceted methodology facilitated a thorough examination of the identified variables. Key findings underscore the significant role of brand trust in bridging the impact of social media marketing on brand loyalty. Additionally, the research identified that certain aspects of social media marketing are more influential in shaping brand loyalty than others. By concentrating on the interplay between social media, brand trust, and brand loyalty, the research provides a deeper insight into the intricate network of factors influencing consumer perceptions in South Africa's grocery retail sector. The insights garnered from this study are intended to benefit both academic circles and industry practitioners, offering them valuable knowledge and practical strategies to enhance brand loyalty through effective social media marketing initiatives
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    The internal factors that influence incremental technological innovation in a South African organisation
    (University of the Witwatersrand, Johannesburg, 2024) Gobind, Dhiyaksha; Magida, Ayanda
    In today’s fast-changing digital world, technological innovation is necessary for organisations to ensure long-term sustainability and market success. In large, complex organisations, numerous factors influence the success or failure of innovation. These factors can be categorised as technological, organisational, and environmental. This study explored the internal factors that influence incremental technological innovation in an organisation. Organisation X forms part of a federated business model and, as a result, has a shared technology platform. The study applied qualitative research methods with an interpretive paradigm that helped to evaluate the human experience and the understanding they attach to it. A purposive sampling method was applied using the researcher’s professional network to interview 12 participants at various management levels in the organisation. While there was a predetermined interview guide, the instrument format offered flexibility to explore the topics. The primary data collection method was in the form of online interviews on a cloud-based collaboration software. The data was analysed using the thematic analysis approach, and the results highlighted an interplay of the themes as they were interdependent. After applying the factors explored by the study within the technological, organisational, and environmental contexts, the research findings revealed significant areas that required focus and optimisation. The results indicated that organisational culture, processes, and leadership styles significantly influence technological innovation. The research provides practical recommendations to solve for the gaps and inefficiencies revealed by the study. These valuable recommendations include setting up Centres of Excellence, defining Proof of Concept strategies and reconfiguring project teams working on the latest technology innovations
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    The barriers to Adoption of a Cashless Economy in South African Informal Markets: consumers’ perspective
    (University of the Witwatersrand, Johannesburg, 2024) Gandamipfa, Lutendo Nndwakhulu; Magida, Ayanda
    This study aims to enhance the Unified Theory of Adoption and Use of Technology (UTAUT2) by integrating security and privacy concerns associated with cashless payments (CLP). The research investigates impediments to adopting cashless payments in the informal sector among South African consumers. Data was collected through an online survey administered to South African informal sector customers using a quantitative approach. Four hundred and seventeen participants contributed, yielding three hundred and twenty-five usable responses for testing the research hypotheses. Structural Equation Modelling (SEM) via Analysis of Moment Structures (AMOS) was applied for data analysis. The findings reveal that Perceived Trust (PT) and Perceived Risk (PR) exert the most significant influence on the adoption of cashless payments. Social Influence (SI) also demonstrates a statistically significant impact on this adoption. Conversely, Performance Expectancy (PE), Effort Expectancy (EE), Price Value (PV), and Habit (Ht) exhibit statistically insignificant associations with this adoption. To create a more comprehensive model for determining cashless payment adoption in the informal sector, the researchers modified UTAUT2 by incorporating consumers' perceived trust and risk. Notably, there is limited research on adopting cashless payments within the context of the informal sector. The research findings hold implications for policymakers, banks, and fintech companies, offering insights into the factors contributing to the sluggish adoption of CLPs in the informal sector. This understanding can guide the design of appropriate solutions to address consumer concerns regarding using CLPs in the informal sector, facilitating a successful transition towards a cashless economy
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    The use of short-form videos in business-related educational content: A cross platform study
    (University of the Witwatersrand, Johannesburg, 2024) Eddie, Natasha; Dorson, Thomas Anning
    From TikTok to YouTube Shorts, it is evident that short videos have dominated social media platforms. Moreover, these bite-sized videos have become a valuable learning tool offering easily digestible information. This study investigated the intention-to-follow and psychological responses to business-related educational short videos, addressing the critical need to optimise these videos amidst shrinking attention spans and declining engagement rates. Drawing upon the Elaboration Likelihood Model (ELM) and the Uses and Gratification Theory (U&G), this research explored both video factors (camera angle, humour, video attractiveness and narrative) and content creator factors (presenter attractiveness, perceived credibility and emotional contagion) influencing the viewers' response to short-form video. Using a quantitative approach, the study employed a self-completion online questionnaire with a sample size of 298 participants. Each participant viewed one of four short videos, featuring distinct content, humour and camera angle. Analysis was conducted using Structural Equation Modelling (SEM) in Jamovi statistical software. The study revealed that humour, narrative and emotional contagion contributed to forming an emotional connection with viewers (hedonic response), while video attractiveness, narrative, and perceived credibility led to a rational response (utilitarian response). Moreover, humour, narrative, and perceived credibility influenced the building of followers. Notably, emotional and rational responses jointly contributed to intention-to-follow, highlighting the importance of both perspectives for follower growth in this context. This research contributes to the existing literature by shedding light on the factors driving engagement with business-related educational short videos from an emerging market perspective, emphasising platform-specific differences that need to be considered when adapting content. Practical recommendations offer valuable insights for universities and business content creators, facilitating the creation of more effective business educational content
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    The use of 4IR technology in accelerating net zero transition in the South African mining industry
    (University of the Witwatersrand, Johannesburg, 2024) Belur, Ramaprasad Deepak; Lee, Gregory John
    This quantitative study aimed to assess the impact of fourth industrial revolution (4IR) technology adoption on the ability of South African mining companies to accelerate their transition to net zero, focusing specifically on the reduction of greenhouse gas (GHG) emissions. There has been an urgent need to research the nature of association, and if so, the impact of such association between rate of adoption of 4IR technology's ability to accelerate net zero transition, given the new challenges in the South African mining sector in the wake of the phase 2 carbon tax regime. Through a comprehensive survey, desktop analysis and subsequent statistical analysis involving multiple mining entities across South Africa, this study investigated the direct and indirect relationships between 4IR technology maturity and the efficacy of GHG emission reduction strategies, thereby accelerating net zero transition. The study revealed a complex relationship between 4IR maturity and GHG emissions, moderated by organisations' access to financial and skill resources. Contrary to expectations, no significant direct indirect linear relationship was found between aspects of 4IR maturity and GHG emissions. The research suggests a moderate, statistically insignificant negative association, which becomes more pronounced and statistically significant when considering organisations' financial status and employee size. The study was conducted using a cross-sectional method using a non- experimental approach and focused on establishing the corelation between two key variables namely, 4IR maturity and acceleration of net zero transition through GHG reduction. The causality of these two variables was not investigated. The study was undertaken by choosing a sample which was representative of the JSE listed mining companies. Hence extended population of global mining organisation needs to consider specific regional considerations before generalising the findings. iii By emphasising the crucial relationship between technological innovation and climate change mitigation, these findings not only advance our understanding of technology's role in environmental sustainability within the mining sector, but also provide useful information to industry stakeholders, policymakers, and sustainability strategists. This work offers a fundamental structure for subsequent investigations and tactical planning with the objective of harnessing 4IR developments to promote a more ecologically conscious and sustainable mining sector in South Africa
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    Dynamics of digital servitisation transformation in earthmoving equipment dealerships
    (University of the Witwatersrand, Johannesburg, 2024) Darko, Simon Yaw Osei; Alagbaoso, Manessah
    In the rapidly evolving earthmoving equipment industry, this study investigates the challenges and opportunities stemming from digital servitization transformation. As conventional dealership models face disruption from digital technologies, the necessity for adaptation to maintain competitiveness becomes evident. This research seeks to address the gaps in understanding regarding the transformation process and the implications of digital servitisation within this industry context. Drawing upon a conceptual framework that integrates principles of digital transformation and servitisation, the study examines the critical stages of transformation and the pivotal role of leadership. Qualitative methods, including interviews with 9 senior managers and executives from two earthmoving equipment dealerships, were employed to capture insights into the transformation journey, challenges encountered, and the leadership dynamics driving the process. Key findings underscore the multifaceted nature of digital servitization transformation, emphasizing the importance of strategic alignment, IT transformation, process digitization, organizational change, customer service innovation through artificial intelligence and machine learning and leadership adaptability. The research offers a structured framework to assist industry practitioners in effectively navigating the transformation journey. In conclusion, this study emphasizes the imperative for earthmoving equipment dealerships to embrace digital servitization as a strategic imperative for long-term viability. By providing actionable insights and guidance, the research advocates for proactive adaptation to capitalize on the opportunities presented by digital technologies, thereby ensuring sustainable growth and competitiveness in the digital era
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    The impact of artificial intelligence capabilities on organisational performance: an empirical study in the South African retail context
    (University of the Witwatersrand, Johannesburg, 2024) Cronjé, Dylan Christo
    Developing the ability to undergo digital transformation with Artificial Intelligence (AI) is increasingly crucial for retail organisations, given the rising occurrence of AI-driven activities within their organisations. This underscores the need to understand how retail organisations should structure themselves to leverage AI effectively and in what ways value can be attained. Within this context, this thesis investigates how AI capabilities can enhance organisational performance by prompting changes in critical organisational activities. Through a survey-based research approach, data was gathered from individuals within retail organisations in South Africa to explore the indirect impact of AI capabilities on organisational performance. A total of 145 participants from South Africa's retail sector were surveyed, and their responses were analysed using structural equation modelling with AMOS/ SPSS. The results indicate that AI capabilities positively influence process automation, cognitive insight generation, cognitive engagement, and innovativeness. While both process automation and innovativeness positively correlate with organisational performance, it was observed that cognitive insights and cognitive engagement do not significantly affect organisational performance. These findings explain the essential resources comprising an AI capability and highlight the consequences of nurturing such capabilities on critical organisational activities, thereby influencing organisational performance
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    Perceived barriers to digitalization by small-scale farmers Gauteng Province
    (University of the Witwatersrand, Johannesburg, 2022) Choguya, Donald
    Digitalization in the fourth industrial revolution era has transformed many industries across the board. However, there are some that have been affected more than the others as depicted in the digital vortex. Lagging is the agricultural sector. This study was a quantitative research study that utilized a sample of 40 small-scale farmers to be representative of the Gauteng Province small-scale farmers. The research related the perceived barriers to digitalization and its impact to the agricultural activities of small-scale farmers in Gauteng Province. The data was analysed using the multiple regression analysis and correlation coefficient. Analysis of the results showed a massive gap between small-scale farmers and commercial farmers on the adoption of digitalization. Further analysis indicated that small-scale farmers were less likely to be impacted by digitalization to adopt technological utilization. It was also found that small-scale farmers were contributors to food production. Finally, it was also discovered that small-scale farmers were less established to adapt and adopt to digitalization in their agricultural activities due to various barriers. The recommendations were that there was need to do more research to find ways to bridge the gap to digitalization between small-scale farmers in Gauteng Province and commercial farmers. So that small-scale farmers in Gauteng Province especially the small-scale farmers in rural areas could also be exposed to the digitalization of operations to enable them to improve production
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    The role of digital technology in SME funding by Commercial Banks in South Africa
    (University of the Witwatersrand, Johannesburg, 2023) Chili, Philani; Manessah, Alagbaoso
    SMEs are the backbone of developing economies, playing an integral role in GDP growth and job creation. South Africa, inclusive of an informal sector, presents a wider SME market, which through adequate support, can contribute significantly to the economy. With the future growth of the economy and improved employment prospects majorly dependent on the contributions of the SME sector as avowed by the South African Government, the success of these constrained businesses is most important. SMEs in South Africa have an average age of five years, with lack of access to financing noted as one of the key inhibiting factors. Although the advent of technology has introduced new financial intermediation players, offering innovative products necessary to drive accessibility to financial services, optimising traditional banks’ larger resources could yield mass benefit. Unlocking the full funding potential of banks through modern technology is therefore critical to support the survive and thrive prospects of SMEs. This study endeavoured to understand existing relationships and the extent to which digital technology can be exploited to improve accessibility to bank funding by SMEs, using literature insights pertaining to information opacity and innovation challenges which stifle progressive SME lending. The study was underpinned by the Disruption Innovation Theory and Information Asymmetry Theory. Following a quantitative approach, structured survey questionnaire data collected from SMEs in South Africa was statistically analysed. SMEs that attempted (whether successfully or not) to obtain funding from traditional banks were of particular interest. Although innovation and technology adoption seemed to drive accessibility to bank funding whilst lack of engagement with innovation activities hindered it, both showed weak correlations and had no statistical significance. Intriguingly, ‘age of business’ showed a statistically significant correlation with accessibility to bank funding, a result that is pertinent to the survival factors of SMEs and warrants further exploration. Whilst SMEs provide a reliable proxy to improved SME lending by banks, it is imperative that perspectives of the banks are included in such a study to make a meaningful contribution to academic research aimed at unearthing relationships that start to edge closer to an optimal SME lending model. In the meantime, the onus lies with SMEs to minimise information opacity and improve fundability through technology as they navigate a somewhat rigid traditional bank system.
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    A study into the identification of human factors in digital transformation in a South African rail logistics company
    (University of the Witwatersrand, Johannesburg, 2024) Chikirwa, Lloyd Michael
    As world industries rapidly move towards digital transformation (DT), organisations are making concerted efforts to become more sustainable in the face of technological revolution. DT has become a compelling necessity for organisations looking for a competitive edge. However, understanding how human elements affect DT’s adoption in South Africa's freight logistics industry remains largely unexplored. The investigation aimed to close this gap by inquiring into the human elements of DT, emphasising digital leadership, digital culture, digital talent, and DT relationships. Over 180 senior management employees of Company X were surveyed. The responses were analysed, and the validity of the hypotheses was assessed utilising Statistical Package for Social Science (SPSS) Amos version 28 structural equation modelling (SEM). The results confirmed that digital leadership significantly impacted digital culture and talent. As such, digital leadership plays a central part in ensuring favourable outcomes for DT. While digital culture positively influenced DT, the same was not established for the impact of digital talent on DT. The result contradicted previous research findings and justified further study. Overall, the outcomes emphasise the value of human elements in successful DT. Consequently, organisations commencing with DT should prioritise digital leadership, culture, and talent as strategic levers for DT's success