Communication is an essential element of any retail business as it is a means of informing the customer about the retailer and the products and services that they offer. The internet and the rapid advancements in technology have provided retailers with various methods of communicating with the customer such as real-time marketing. Real-time marketing, which allows retailers to interact with customers through various means in real time, has already been widely used in businesses around the world. Although many South African businesses are starting to adapt real-time marketing as a marketing tool in their businesses, the perception of consumers regarding real-time marketing has not been investigated in South Africa. The primary purpose of this study was therefore to determine consumers perceptions of real-time marketing used as a marketing tool by retailers in Gauteng, South Africa. A broad and in-depth literature review was conducted on the advent of real-time marketing as a marketing tool and the various tools used by retailers to execute real-time marketing campaigns of retailers. An empirical study was conducted, in which data was collected from consumers of retail stores in the Gauteng province of South Africa by means of a web-based (computer-assisted), self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of the study. The results of this research study indicated that consumers perceived real-time marketing campaigns as clutter. Customers only considered the real-time marketing campaigns that consisted of immediate discounts and that were personalised for the individual customer as valuable to them. / Business Management / M. Com. (Business Management)

This study centres on the psychological effects new digital media, like the internet and cellphones, have on adolescents. Although the internet has enormous benefits, it also poses a host of risks that can make adolescents vulnerable to victimisation and/or developing associated psychosocial problems. Characterisations of adolescents’ social relationships in the internet medium, as well as the investigation of the continuity between digital media literacy and online social behaviours, carry high relevance for developmental psychology. It is during the adolescent period that peer interactions arguably hold the greatest importance for individuals’ social and behavioural functioning. Using a logic model for evaluation, the researcher conducted an exploratory research study on digital media use among adolescent learners aged 13 to 15 years to determine whether schools could guide them to think critically for themselves about the entire realm of these new media. The data were gathered from school principals, teachers, parents and learners from three secondary schools in Gauteng Province, which were purposely selected to represent different socio-economic circumstances. A total of 230 people (n=230) participated in the research. Mixed research methods were employed in this study. The quantitative research methods supported the qualitative research methods. The literature review suggested that current media literacy education, which forms part of the Life Orientation curriculum, does not enable learners to think critically or make informed choices about their behaviour in the digital world – because it incorporates neither ethics nor responsibility. One of the main aims of the study therefore was to investigate the importance of expanding existing media literacy education, namely by incorporating two additional learning categories in the curriculum: Digital Safety and Security, and Digital Citizenship. These additional learning categories were introduced in the form of lessons by the teachers participating in the study. A think aloud strategy was used whereby learners verbalise what they were doing and learning while engaging in the digital media literacy lesson activities. The learners’ verbalisations were used to ascertain what learning was occurring in the classroom. The experimental group demonstrated an increase in critical thinking from pre- to post-evaluation. This research therefore proposes that the signature element of intervention strategies for inappropriate online behaviour be to create a “culture of critical thinking”. This implies greatly reducing the risks cyberspace pose, and at the same time enhancing adolescents’ abilities to use it in ways that create and deepen healthy relationships – in the digital as well as the real world. / Psychology / D. Litt. et Phil. (Psychology)

This study centres on the psychological effects new digital media, like the internet and cellphones, have on adolescents. Although the internet has enormous benefits, it also poses a host of risks that can make adolescents vulnerable to victimisation and/or developing associated psychosocial problems. Characterisations of adolescents’ social relationships in the internet medium, as well as the investigation of the continuity between digital media literacy and online social behaviours, carry high relevance for developmental psychology. It is during the adolescent period that peer interactions arguably hold the greatest importance for individuals’ social and behavioural functioning. Using a logic model for evaluation, the researcher conducted an exploratory research study on digital media use among adolescent learners aged 13 to 15 years to determine whether schools could guide them to think critically for themselves about the entire realm of these new media. The data were gathered from school principals, teachers, parents and learners from three secondary schools in Gauteng Province, which were purposely selected to represent different socio-economic circumstances. A total of 230 people (n=230) participated in the research. Mixed research methods were employed in this study. The quantitative research methods supported the qualitative research methods. The literature review suggested that current media literacy education, which forms part of the Life Orientation curriculum, does not enable learners to think critically or make informed choices about their behaviour in the digital world – because it incorporates neither ethics nor responsibility. One of the main aims of the study therefore was to investigate the importance of expanding existing media literacy education, namely by incorporating two additional learning categories in the curriculum: Digital Safety and Security, and Digital Citizenship. These additional learning categories were introduced in the form of lessons by the teachers participating in the study. A think aloud strategy was used whereby learners verbalise what they were doing and learning while engaging in the digital media literacy lesson activities. The learners’ verbalisations were used to ascertain what learning was occurring in the classroom. The experimental group demonstrated an increase in critical thinking from pre- to post-evaluation. This research therefore proposes that the signature element of intervention strategies for inappropriate online behaviour be to create a “culture of critical thinking”. This implies greatly reducing the risks cyberspace pose, and at the same time enhancing adolescents’ abilities to use it in ways that create and deepen healthy relationships – in the digital as well as the real world. / Psychology / D. Litt. et Phil. (Psychology)

In 2014, Gauteng Education MEC announced the “Big Switch On” project in which he envisaged paperless classrooms in Gauteng schools over the next three years. He also said that this would see digital media such as iPads and other electronic Tablets replacing textbooks and stationery. He had a vision that the chalkboard would disappear and projectors would take their place. When the MEC for Education introduced the Big Switch On project, he emphasised the positive effects that paperless classrooms will have on the learners. Education authorities were concerned about and wanted to improve the quality of learning and teaching for disadvantaged learners. However, the MEC for Education failed to highlight the possible impact that paperless classrooms will have on educators. It is important that educators are given an opportunity to provide input with regard to the implementation of paperless classrooms. This study will focus on the perceived stress experienced by teachers in Gauteng, whose schools have been part of the Big Switch On project and have had to mandatorily include the use of digital tablets in their classrooms. This study sought to investigate the influence of digital media use in classrooms on teacher stress in Gauteng schools. It is important to conduct a contextual study that explores the perceived stress factors experienced by teachers in the Gauteng schools that were selected in the Big Switch On project. The research from other contexts can only provide general frameworks regarding the constructs involved. It cannot replace the research conducted specifically for the Big Switch On project. The purpose of this study is threefold. Firstly, the Big Switch On project has been introduced in 2015 in seven Gauteng schools, and was expanded to 375 schools in the following two years. For many schools, this is a first time, thereby rendering it a scarcely researched topic. The implications and effects of the project have yet to be considered. Secondly, it is often assumed that the use of digital tablets in the classroom makes teachers lives easier and reduces their workload. The research that will be undertaken will address this question scientifically to make reliable and valid conclusions that go beyond assumptions. Thirdly, related research has indicated barriers and challenges to the implementation of digital tablets in the classroom. The research will address these barriers and make recommendations regarding future implementation of digital tablets in the classroom. In this qualitative study, I chose a multi-site case study with purposeful, convenience sampling. Two secondary schools that were part of the Big Switch On project were selected. The classrooms in the schools had smartboards, the teachers were given laptops and learners were given tablets. Furthermore, a lot of money was spent on the upgrade of the infra-structure of the schools. These schools were chosen as sites to study the influence of digital media use in the classroom on teacher stress. I chose to interview all levels of teachers and principals, which would allow me to make comparisons as well as provide me with data from which I would be able to reflect on my own practices. I chose to gather data by means of semi-structured face to face interviews. The data revealed that teachers were not part of the decision-making process to introduce digital media in the classroom. Although teachers cited benefits, they felt that the challenges were frustrating with the implementation of digital media in the classroom. Teachers expressed that the initial workload increased but felt that it would decrease over time. Whilst teachers felt that the quality of teaching has improved, they indicated that the quality of learning has deteriorated because learners use the tablets for off-task behaviour. Teachers made recommendations that mirrored the recommendations from the literature and if these concerns are addressed, it would make the implementation of digital media in the classroom more effective and at the same time empower teachers. In order to address school effectiveness, one needs optimum levels of commitment and performance from teachers. Therefore, it is important to emphasize any notion affecting the performance capability of teachers and learners and to create stress free working conditions. It is with this in mind that the study was conducted. / Educational Leadership and Management / M. Ed. (Educational Leadership and Management)