Faculty of Management Sciences

Now showing 1 - 4 of 4

SMEs social media adoption and financial and non-financial marketing performance
(Growing Science, 2023) Amegbe, Hayford; Zungu, Nkululeko PraiseGod; Hanu, Charles
The study employs the Technology, Organisational, and Environmental (TOE) theory to examine the role of SMEs’ adoption of social media on financial and non-financial marketing performance in Ghana. Data were collected from SMEs in Accra, Ghana. The study tested seven hypotheses and two moderators. A total of 452 usable sample size were analyzed using structural equation modelling (SEM). The outcome reveals a positive and significant relationship between social media adoption and SMEs' financial and non-financial performance in Ghana. Additionally, a direct relationship between the TOE and SMEs’ social media adoption was confirmed. Although the generalizability of this study is limited due to a single country study, it is still relevant in contributing to a better understanding of social media adoption literature among SMEs, especially from a developing country context. This study is part of the few studies that have used the Technology, Organisational, and Environmental theory to understand social media adoption and marketing performance in the context of an emerging country.
Audience inclusion in news reporting on facebook and twitter : the case of #feesmustfall
(Center for Strategic Studies in Business and Finance SSBFNET, 2022-12-18) Olagunju, Anu; Govender, Nereshnee; Frankish, Tarryn; Wade, Jean Philippe
With the growing popularity of social media as a news source, there is a need to explore the audience-inclusion function of these social media platforms for news reporting. It is imperative to explore how the audience uses these platforms in the production of news to define the transformative nature of the media and its role in empowering society (the audience) to ‘break’ and tell their own story. Furthermore, it is necessary to understand how these social media platforms encourage audience inclusion and provide opportunities for the audience to participate in the production and dissemination of news items. In understanding this, society will be able to situate the role of emerging social media platforms in news dissemination, especially in the 21st century. The study conceptualised the audience inclusion theory to explore and examine the role of Facebook and Twitter in producing and disseminating news, particularly in reporting the #FeesMustFall campaign. It explored how social media allows participation in news production and dissemination and how #FeesMustFall participants used Facebook and Twitter to produce and disseminate news about the protest. The study used a qualitative exploratory approach within the interpretive paradigm to understand the audience inclusion role in news dissemination. Findings indicate that students find recourse in social media as an avenue for news during the peak of #FeesMustFall. There is also a change in news reporting due to audience inclusion provided by social networks. Also, citizens in the form of university students have become more engaged with social media because of its ease of access and sense of connectedness.
The impact of social media within the sporting industry
(Business Perspectives, 2015) Hussain, Sameera Banu
Public Relations within the sporting industry should play a vital role towards an organization’s key publics, the relationships developed and the overall organizational image that the sport organization portrays. Ultimately public relations are responsible for creating and maintaining a mutually favorable relationship amongst an organization and its key publics. Based on this premise, it can therefore be said that public relations within the sporting industry serve as a management function which involves the managing of communication, reputation and relationships that determine the success or failure of that sport organization. The role of public relations within sporting organizations have acquired considerable significance in the new media era. Hence, making the job of a public relations professional equally easy and difficult in terms of understanding social media, how publics use it and how to connect with their key publics. Therefore this study set out to assess the impact of social media communication tools within the sporting industry. A quantitative descriptive methodology was employed for this study. The results of the study indicated that although social media are used as a communication tool, other social media platforms should be included in the sport organizations communication strategy.
Cultural Influence On The Diffusion And Adoption Of Social Media Technologies By Entrepreneurs In Rural South Africa
(The Clute Institute, 2013-12) Lekhanya, Lawrence Mpele
This paper examines how culture influences the diffusion and adoption of social media technologies in rural businesses. The cultural factors influencing the diffusion and adoption of social media technologies among the rural communities in South Africa are still not clear. The study aimed to determine cultural factors influencing diffusion and adoption of social media technologies by rural businesses in KwaZulu-Natal (KZN). Data was collected from five rural areas in KZN. The sample consisted of 175 business owners/managers, selected using quota sampling, with respondents completing a questionnaire with the assistance of an interviewer. A mixed approach of qualitative and quantitative techniques was used. Results of the survey reveal that the majority of respondents indicate that they do consider their cultural values as most important when diffusing and adopting new social media technologies such as Facebook, Twitter, and MXit. Further research should aim to develop training programmes that will provide community entrepreneurial skills and encourage an entrepreneurial spirit and use of new social media technologies among rural dwellers particularly in KZN.

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