Abstract in English, Afrikaans and Zulu / The study investigated the effects of social media on mobile money adoption in South Africa and Zimbabwe. The main gap identified in empirical literature is the omission of social media use in technology adoption models and social networking theories. While some theories acknowledge the role of social influences in technology adoption, the social interactions considered therein are not mediated through the internet as is social media. Furthermore, no empirical study has to date focused on how social media influences mobile money technology adoption. Thus, this study deviates from the offline social network analysis approach which is restricted to the neighbourhood effects, physical contact, cell phone calls and text messages where information on mobile money technology is disseminated to an individual’s limited social circle. The secondary data used for the study were obtained from individual responses in the cross-sectional FinScope consumer surveys South Africa 2015 and Zimbabwe 2014 which were conducted and reported by FinMark Trust (2015; 2014). The study employed the binary logistic regression model to estimate the nature of effect. The results of the study indicated that use of social media had a positive and statistically significant impact on mobile money adoption in both South Africa and Zimbabwe. The results also revealed that despite there being a lower internet penetration and social media usage rate in Zimbabwe than South Africa, the use of social media in the former led to a higher rate of mobile money adoption. The study also established that mere use of social media and availability of mobile money technology did not translate to a high adoption rate; instead, availability had to be matched by a demand for the financial services. Additionally, the study found that the interaction of mobile money adoption and use of social media increased the overall mobile money adoption in both countries. The study recommended the implementation of collective policies that increase internet penetration to facilitate increased use of social media platforms and promote mobile money adoption to foster improved financial inclusion in developing countries. / Hierdie studie het die gevolge van sosiale media op die ingebruikneming van mobiele geld in Suid-Afrika en Zimbabwe ondersoek. Die belangrikste leemte wat in empiriese literatuur geïdentifiseer is, is die weglating van die gebruik van sosiale media in tegnologieaanvaardingsmodelle en sosialenetwerkvorming-teorieë. Hoewel sommige teorieë (teorie van beredeneerde handeling; teorie van beplande gedrag; diffusie van innovasie) die rol van sosiale invloede op tegnologieaanvaarding erken, word die sosiale interaksies wat daarin oorweeg word nie deur middel van die internet bemiddel nie, soos wel in die geval van sosiale media. Boonop het geen empiriese studie tot op hede gefokus op hoe sosiale media die ingebruikneming van mobielegeld-tegnologie beïnvloed nie. Hierdie studie wyk dus af van die niegekoppelde sosialenetwerkontleding-benadering, wat beperk is tot die omgewingsgevolge, fisieke kontak, selfoonoproepe en teksboodskappe, waar inligting oor mobielegeld-tegnologie aan ʼn individu se beperkte sosiale kring versprei word. Die sekondêre data wat vir die studie gebruik is, is verkry uit afsonderlike response in die deursnee- FinScope-verbruikersopnames (Suid-Afrika 2015 en Zimbabwe 2014), wat onderneem en bekendgemaak is deur FinMark Trust (2015; 2014). Die studie maak gebruik van die binêre logistiese regressiemodel om die aard van effek te skat. Studiebevindings dui daarop dat die gebruik van sosiale media ’n positiewe en statisties beduidende uitwerking op die ingebruikneming van mobiele geld in sowel Suid-Afrika as Zimbabwe het. Die resultate wys ook dat, ondanks ’n laer internetpenetrasie en sosialemedia-gebruikskoers in Zimbabwe, die gebruik van sosiale media in Zimbabwe tot ’n hoër koers van ingebruikneming van mobiele geld in dié land as in Suid-Afrika tot gevolg het. Daar word verder waargeneem dat die blote gebruik van sosiale media en die beskikbaarheid van mobielegeld-tegnologie nie geredelik omgesit kan word in ’n hoë ingebruiknemingskoers nie; beskikbaarheid moet met ’n vraag na die finansiële dienste gepaard gaan. Daarbenewens toon die studie dat die interaksie tussen mobielegeld-ingebruikneming en die gebruik van sosiale media die oorkoepelende ingebruikneming van mobiele geld in albei lande versterk. Die studie beveel die implementering van beleide aan wat internetpenetrasie verhoog om wydverspreide gebruik van sosiale media te fasiliteer, wat op sy beurt die ingebruikneming van mobiele geld sal bevorder, wat finansiële insluiting sal bevorder. / Ucwaningo luphenyisise imiphumela ye-social media ekwamukelweni kwe-mobile money eNingizimu Afrika naseZimbabwe. Igebe elikhulu eliphawuliwe kwimibhalo yobufakazi ukweqiwa kokussetshenziswa kwe-social media ekwamukelweni kwama-technology adoption models kanye namathiyori e-social networking. Kodwa amanye amathiyori (i-theory of reasoned action; i-theory of planned behaviour; i-diffusion of innovation) amukela indima yemithelela ye-social influences ekwamukelweni kwetheknoloji, ngokusebenzisana kwama-social interactions abonelelwe lapha, awaxhunyaniswa nge-inthanethi, njenge-social media. Kanti-ke futhi okunye, akukho bufakazi bocwaningo kuze kubemanje obugxile kwindlela i-social media enomthelela ngayo kwi-mobile money technology adoption. Ngakho-ke, lolu cwaningo luyehluka kwizinqubo ze-offline social network analysis approach, enezihibe kwimiphumela esondelene nayo, ukuxhumana ngokubamba, ukushayelana izingcingo nge-cellphone, kanye nemilayezo ebhaliwe, lapho ulwazi kwi-mobile money technology lusatshalaliswa kumuntu ngamunye nalabo asondelene nabo. I-secondary data esetshenzisiwe kucwaningo itholakale kwizimpendulo zabantu ngamunye kwi-cross-sectional FinScope consumer surveys (iNingizimu Afrika 2015 kanye neZimbabwe 2014), olwenziwa nokubikwa nge-FinMark Trust (2015:2014). Ucwaningo lusebenzisa i-binary logistic regression model ukulinganisa inhlobo yomphumela. Imiphumela yocwaningo ikhombisa ukuthi i-social media inomphumela omuhle futhi ngomphumela wezibalo ezibalulekile ekwamukelweni kwe-mobile money okwamukelwe kuwo womabili amazwe iNingizimu Afrika kanye neZimbabwe. Imiphumela ikhombise nokuthi, ngisho noma i-inthanethi ingakangeneleli kangako kwezinye izindawo, kodwa izinga lokusetshenziswa kwe-social media eZimbabwe kungaphezulu kuneNingizimu Afrika, ukusetshenziswa eZimbabwe kuhola phambili ngezinga eliphezulu ekwamukelweni kwe-mobile money kunaseNingizimu Afrika. Kanti futhi kuphawulwa ukuthi ukusetshenziswa kwe-social media kanye nokutholakala kwe-mobile money technology, akuhambelani ngezinga lokwamukelwa kakhulu; ukutholakala kumele kuhambelane nesidingeko samasevisi ezezimali. Nangaphezu kwalokho, ucwaningo lukhombisa ukuthi ukusebenzisana kokwamukelwa kwe-mobile money nokusetshenziswa kwe-social media kuphakamisa ukwamukelwa kakhulu kwe-mobile money kuwo womabili amazwe. Ucwaningo luncoma ukuthi ukwamukelwa kwemigomo enyusa ukungenelela kakhulu kwe-inthanethi ukulekelela ukusetshenziswa kakhulu kwe-social media, kanti futhi lokhu okuzophakamisa kakhulu ukwamukelwa kwe-mobile money okusiza ukubandakanya wonke kwezezimali. / Business Management / D. Phil. (Management Studies)

Abstract in English and Afrikaans / The main thrust of the thesis is an empirical analysis of the problems experienced by unbanked seniors to conduct digital banking. Population ageing is a worldwide phenomenon and seniors’ numbers are projected to grow to beyond 1 billion people globally by this year (2020). Currently, seniors and other banking customers are surrounded by various forms of e-banking technologies. E-banking is further envisaged to be the catalyst of the financial inclusion of the unbanked people of all ages. However, the problem is that customers’ adoption of e-banking is a challenge for the banks. Seniors are particularly not willing to use e-banking. Thus, seniors stay digitally unbanked and this makes their inclusion into the financial marketplace a priority. How the banks could use e-banking to bank digitally unbanked seniors and, as a consequence improve financial inclusion, is the problem the study set out to resolve. Therefore, an empirical analysis of the problems experienced by unbanked seniors to conduct digital banking was conducted and, as a result, an empirical framework of how the banks can extend these services to this population segment was developed. An original theoretical framework primarily founded on the TAM and Baroudi’s customers’ technology design involvement theory was proposed. Structural Equation Modelling (SEM) with latent constructs was utilised. The measurement model was first estimated and then covariance matrix between variables served as input to estimate the structural coefficients between constructs. The study’s data was collected by means of a structured questionnaire survey, utilising a probability sampling method with a sample of 420 digitally unbanked seniors. A focus group with banking industry experts was also held to consider the findings. The study’s findings empirically verified the study’s model’s strength in determining digitally unbanked seniors’ willingness to use e-banking. Latent constructs under consideration included customer co-creation, awareness and empowerment, design, perceived ease of use, usefulness, cost, attitude, privacy and security, and trust. The findings demonstrate that design, attitude, privacy and security are statistically significant determinants of digitally unbanked seniors’ willingness to use e-banking. Managerial implications and recommendations are provided in the recommendations chapter. / Die hoofbetoog van die tesis is ’n empiriese ontleding van die probleme wat ervaar word deur ongebankte pensionarisse om hulle banksake digitaal te doen. Bevolkingsveroudering is ’n wêreldwye verskynsel en daar is voorspel dat die getal pensionarisse teen vanjaar (2020) 1 miljard mense wêreldwyd sou verbysteek. Tans is daar ’n groot verskeidenheid elektroniese bankdienste beskikbaar wat pensionarisse en ander bankkliënte kan gebruik om hulle banksake te doen. Daar word ook verwag dat elektroniese bankwese die katalisator sal wees van die finansiële insluiting van ongebankte mense van alle ouderdomme. Die probleem is egter dat die aanname van elektroniese bankwese deur kliënte ’n uitdaging vir banke is. Pensionarisse is veral nie gewillig om elektroniese bankdienste te gebruik nie, en hulle bly dus ongebank. Dit veroorsaak dat hulle insluiting in die finansiële mark ’n prioriteit is. Die probleem wat hierdie studie wil oplos is hoe die banke elektroniese bankwese kan gebruik om digitaal ongebankte pensionarisse te kry om bankdienste te gebruik. Dus is ’n empiriese ontleding uitgevoer van die probleme wat ongebankte pensionarisse ervaar om hulle banksake digitaal te doen. Gevolglik is ’n empiriese raamwerk ontwikkel van hoe die banke hulle dienste na hierdie bevolkingsegment kan uitbrei. ’n Oorspronklike, teoretiese raamwerk, wat hoofsaaklik gegrond is op die kliëntetegnologieontwerp-betrokkenheidsteorie van TAM en Baroudi, is voorgestel. Strukturele gelykstellingsmodellering (SEM) met lantente konstruksie is aangewend. Die metingsmodel is eers bereken en die kovariansiematriks tussen veranderlikes het gedien as inset om die strukturele koëffisiënte tussen konstrukte te bereken. Die studie se data is ingesamel deur middel van ’n gestruktureerde vraelysopname, met ’n waarskynlikheidsteekproefneming van 420 digitaal ongebankte pensionarisse. Daar is ook ’n fokusgroep met kundiges in die bankwese gehou om die bevindings te oorweeg. Die studie se bevindings het die studiemodel se vermoë om die gewilligheid te bepaal van digitaal ongebankte pensionarisse om elektroniese bankdienste te gebruik empiries bevestig. Latente konstrukte onder oorweging het medeskepping van kliënte, bewustheid en bemagtiging, ontwerp, waargenome gebruiksgemak, bruikbaarheid, koste, houding, privaatheid en sekuriteit, en vertroue ingesluit. Die bevindings demonstreer dat ontwerp, houding, privaatheid en sekuriteit statisties beduidende determinante is van digitaal ongebankte pensionarisse se gewilligheid om elektroniese bankdienste te gebruik. Bestuursimplikasies en aanbevelings word voorsien in die aanbevelingshoofstuk. / Business Management / D. B. L. (Marketing)