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    Theme evolution and structure in Twitter : a case study of South African student protests of 2015
    (IEEE, 2016) Millham, Richard
    Social media, based on human interactions, often has constantly changing foci, or themes, within their interactions. These themes, frequently used to categorize information within this social media, often evolve dependent on time, domain, and event contexts. Using a case study of South African student protests during a short but eventful time period in 2015, this paper analyses numerous tweets made to selected hashtags (one national and two local) in order to determine relevant themes within these tweets and to determine how these themes evolved, both at the national and local level, given their context. It was discovered that, as certain events unfolded, certain themes varied in prominence and locally-based hashtags converged into nationally-based hashtags reflecting a change in the nature of the protests.
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    Marketing potentials of the social media tools in the banking market of an emerging country
    (Virtus Interpress, 2016) Assensoh-Kodua, Akwesi
    There are many facts that attest to the pervasiveness of social media applications in the current world of business. This communication medium is replacing the well-known emails and complimenting the likes of short message service (SMS) and instant messaging and chatting. As part of technology, which is revolutionising the way we do business and live, organizations worldwide are gearing up efforts to take advantage of this phenomenon. In South Africa, the story is the same. However, the Banks in South Africa seems to have problems selling this form of communication to their clientele to augment their service delivery. In view of this, the current study aimed to research into social media concept in South Africa, to highlight its trajectory pros and cons, and investigate why it is not being adopted by these clients, in addition to measuring the continuance intention of those who have accepted banking through social media. It was discovered that, social norm (β=0.579), perceived trust (β=0.510) and user satisfaction (β=0.332), in that order, stood out as the most influencing factors impacting on user acceptance and continuance intention (β=0.384) of social media usage for banking. Perceived behavioural control made no significant impact on users to adopt social media for financial services. As the banking industry keeps investing in the marketing potentials of social media tools for banking, in order to gain competitive advantage in customer service delivery, this social media usage could make a lot of difference when well researched into and managed. In some countries, banking customers are able to do their banking through social media sites, but little is known in South Africa (according to research), regarding the usage of this tool for banking purposes.