The study focused on the use of social media marketing in the telecommunication business in Zimbabwe, as it has received limited attention in the literature available to date. The study aimed to explore the use of social media marketing in a telecommunications business- Econet Wireless Zimbabwe Limited. The study took on an exploratory research design which was qualitative in nature. A case study approach was applied with Econet Wireless Zimbabwe Limited as focus of being studied. Econet Wireless Zimbabwe Limited was chosen because it is the market leader in the telecommunications industry which has adopted the use of social media marketing in its business. Data collection was done through in-depth interviews with judgement sampling being used to choose the participants for the interviews. The data collected was analysed using thematic analysis. It was found that Econet Wireless Limited is using social media marketing to communicate with its customers, for their brand to be visible. They also use it because it is an inexpensive way to promote their business with a possibility to reach a large number of people in a short space of time. / Business Management / M. Com. (Business Management)

Indiana University-Purdue University Indianapolis (IUPUI) / In today's fast paced world, people have become increasingly interested in online communication to facilitate their lives and make it faster. This goes on from simple social interactions to more advanced actions like shopping on the internet. The presence of such activities makes it crucial for people to use their common sense and judgment to process all this information and evaluate what/who they trust and what/whom they do not. This process would have been much easier if the number of people in such networks is really small and manageable. However, there are millions of users who are hooked online every day. This makes the person very overwhelmed with his trusting decision, especially when it comes to interacting with strangers over the internet, and/or buying personal items, especially expensive ones. Therefore, many trust models have been proposed by computer scientists trying to evaluate and manage the trust between users using different techniques and combining many factors. What these computer scientists basically do is coming up with mathematical formulas and models to express trust in online networks and capture its parameters. However, social scientists are the people better trained to deal with concepts related to human behaviors and their cognitive thinking such as trust. Thus, in order for computer scientists to support their ideas and get a better insight about how to direct their research, people like social scientists should contribute. With this in mind, we realized in our group work the importance of such contribution, so we came up with the idea of my research work. In my search, I tried to find how these social scientists think and tackle a dynamic notion like trust, so we can use their findings in order to enhance our work and trust model. Through the chapters, I will discuss an already developed trust model that uses measurement theory in modeling trust. I will refer back to this model and see how other social scientists dealt with some of the issues encountered by the model and its functionality. Some small experiments have been done to show and compare our results with social scientists results for the same matter. One of the most important and controversial points to be discussed from social scientists' point of view is whether trust is transitive or not. Other points to be discussed and supported by social scientists' research include aggregation, reputation, timing effects on trust, reciprocity, and experience effects on trust. Some of these points are classified into trust mapping categories and others are related to trust management or decision making stages. In sum, this work is a multidisciplinary study of trust whose overall goal is to enhance our work and results, as computer scientists.

Indiana University-Purdue University Indianapolis (IUPUI) / Although social comparison has been studied for over 60 years, little research has been done to determine the effects it has on the workplace. Moreover, the explosion of social networking sites and their potential impact on the workplace have been largely overlooked by organizational researchers. Therefore, this study will attempt to evaluate the effect social comparison, specifically through social media, has on work relevant outcomes such as one’s job satisfaction, life satisfaction, and entitlement, moderated by materialism (relevance) and job expectations (attainability) of the referent other. Participants selected from an alumni database of a large Midwestern University were asked to view a manipulated Facebook newsfeed page and then complete a brief survey (N=290). A hierarchical multiple regression was conducted to assess the hypotheses. Results, implications, and limitations are also discussed.

L'évolution rapide des réseaux sociaux en ligne (RSO) représente un défi significatif dans l'identification et l'atténuation des fausses informations, incluant les fausses nouvelles, la désinformation et la mésinformation. Cette complexité est amplifiée dans les environnements numériques où les informations sont rapidement diffusées, nécessitant des stratégies sophistiquées pour différencier le contenu authentique du faux. L'un des principaux défis dans la détection automatique de fausses informations est leur présentation réaliste, ressemblant souvent de près aux faits vérifiables. Cela pose de considérables défis aux systèmes d'intelligence artificielle (IA), nécessitant des données supplémentaires de sources externes, telles que des vérifications par des tiers, pour discerner efficacement la vérité. Par conséquent, il y a une évolution technologique continue pour contrer la sophistication croissante des fausses informations, mettant au défi et avançant les capacités de l'IA. En réponse à ces défis, ma thèse introduit le cadre FACTS-ON (Fighting Against Counterfeit Truths in Online Social Networks), une approche complète et systématique pour combattre la désinformation dans les RSO. FACTS-ON intègre une série de systèmes avancés, chacun s'appuyant sur les capacités de son prédécesseur pour améliorer la stratégie globale de détection et d'atténuation des fausses informations. Je commence par présenter le cadre FACTS-ON, qui pose les fondements de ma solution, puis je détaille chaque système au sein du cadre : EXMULF (Explainable Multimodal Content-based Fake News Detection) se concentre sur l'analyse du texte et des images dans les contenus en ligne en utilisant des techniques multimodales avancées, couplées à une IA explicable pour fournir des évaluations transparentes et compréhensibles des fausses informations. En s'appuyant sur les bases d'EXMULF, MythXpose (Multimodal Content and Social Context-based System for Explainable False Information Detection with Personality Prediction) ajoute une couche d'analyse du contexte social en prédisant les traits de personnalité des utilisateurs des RSO, améliorant la détection et les stratégies d'intervention précoce contre la désinformation. ExFake (Explainable False Information Detection Based on Content, Context, and External Evidence) élargit encore le cadre, combinant l'analyse de contenu avec des insights du contexte social et des preuves externes. Il tire parti des données d'organisations de vérification des faits réputées et de comptes officiels, garantissant une approche plus complète et fiable de la détection de la désinformation. La méthodologie sophistiquée d'ExFake évalue non seulement le contenu des publications en ligne, mais prend également en compte le contexte plus large et corrobore les informations avec des sources externes crédibles, offrant ainsi une solution bien arrondie et robuste pour combattre les fausses informations dans les réseaux sociaux en ligne. Complétant le cadre, AFCC (Automated Fact-checkers Consensus and Credibility) traite l'hétérogénéité des évaluations des différentes organisations de vérification des faits. Il standardise ces évaluations et évalue la crédibilité des sources, fournissant une évaluation unifiée et fiable de l'information. Chaque système au sein du cadre FACTS-ON est rigoureusement évalué pour démontrer son efficacité dans la lutte contre la désinformation sur les RSO. Cette thèse détaille le développement, la mise en œuvre et l'évaluation complète de ces systèmes, soulignant leur contribution collective au domaine de la détection des fausses informations. La recherche ne met pas seulement en évidence les capacités actuelles dans la lutte contre la désinformation, mais prépare également le terrain pour de futures avancées dans ce domaine critique d'étude. / The rapid evolution of online social networks (OSN) presents a significant challenge in identifying and mitigating false information, which includes Fake News, Disinformation, and Misinformation. This complexity is amplified in digital environments where information is quickly disseminated, requiring sophisticated strategies to differentiate between genuine and false content. One of the primary challenges in automatically detecting false information is its realistic presentation, often closely resembling verifiable facts. This poses considerable challenges for artificial intelligence (AI) systems, necessitating additional data from external sources, such as third-party verifications, to effectively discern the truth. Consequently, there is a continuous technological evolution to counter the growing sophistication of false information, challenging and advancing the capabilities of AI. In response to these challenges, my dissertation introduces the FACTS-ON framework (Fighting Against Counterfeit Truths in Online Social Networks), a comprehensive and systematic approach to combat false information in OSNs. FACTS-ON integrates a series of advanced systems, each building upon the capabilities of its predecessor to enhance the overall strategy for detecting and mitigating false information. I begin by introducing the FACTS-ON framework, which sets the foundation for my solution, and then detail each system within the framework: EXMULF (Explainable Multimodal Content-based Fake News Detection) focuses on analyzing both text and image in online content using advanced multimodal techniques, coupled with explainable AI to provide transparent and understandable assessments of false information. Building upon EXMULF’s foundation, MythXpose (Multimodal Content and Social Context-based System for Explainable False Information Detection with Personality Prediction) adds a layer of social context analysis by predicting the personality traits of OSN users, enhancing the detection and early intervention strategies against false information. ExFake (Explainable False Information Detection Based on Content, Context, and External Evidence) further expands the framework, combining content analysis with insights from social context and external evidence. It leverages data from reputable fact-checking organizations and official social accounts, ensuring a more comprehensive and reliable approach to the detection of false information. ExFake's sophisticated methodology not only evaluates the content of online posts but also considers the broader context and corroborates information with external, credible sources, thereby offering a well-rounded and robust solution for combating false information in online social networks. Completing the framework, AFCC (Automated Fact-checkers Consensus and Credibility) addresses the heterogeneity of ratings from various fact-checking organizations. It standardizes these ratings and assesses the credibility of the sources, providing a unified and trustworthy assessment of information. Each system within the FACTS-ON framework is rigorously evaluated to demonstrate its effectiveness in combating false information on OSN. This dissertation details the development, implementation, and comprehensive evaluation of these systems, highlighting their collective contribution to the field of false information detection. The research not only showcases the current capabilities in addressing false information but also sets the stage for future advancements in this critical area of study.

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / MCOM (Business Management)

Since the advent of the Internet, the number of individuals and organisations using tools such as the World Wide Web and cell phones has increased, and is continuing to grow at a rapid pace. Social media has provoked fundamentally different ways of doing business, and organisations rapidly had to get on this social media bandwagon to stay up to date with the latest market trends and ahead of the competition. Although social media is already broadly used among South African businesses, the perception regarding the use of social media as a promotional mix element has not been investigated sufficiently in South Africa. The primary purpose of this study was therefore to determine the perception of star-graded accommodation establishments, operating in the Western Cape province of South Africa, regarding the use of social media as a promotional mix element. A broad and in-depth literature review was conducted on the use of social media and social media as a probable promotional mix element. An empirical study was conducted, in which data was collected from star-graded accommodation establishments operating in the Western Cape by means of a web-based (computer-assisted) self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of this study. The results of this research study indicate that social media is perceived to be an instrumental marketing element in star-graded accommodation establishments and can indeed be considered an element of the promotional mix. / Business Management / M. Com. (Business Management)

This dissertation examines the meanings that young adults give to their mobile phones in the township of Hooggenoeg in Grahamstown in the Eastern Cape. The research was predominantly conducted through individual interviews with nine young adults as well as two small gender-based focus groups. Participant observation as well as a close reading of the popular mobile website Outoilet also contributed to the study. Drawing on Silverstone, Hirsch and Morley’s (1992) work into the meanings attributed to the mobile phone through the domestication processes of appropriation, objectification, incorporation and conversion, the study argues for the heterogeneous roles defined for mobile phones as they are integrated into different cultural contexts. The term ‘raw phones’ in the thesis title refers to a particular cultural understanding of respectability in mainly working-class ‘coloured’¹ communities in South Africa, as described by Salo (2007) and Ross (2010), in which race, class and gender converge in the construction of the respectable person’s opposite – a lascivious, almost certainly female, dependent, black and primitive ‘raw’ Other. The study argues that in Hooggenoeg, the mobile phone becomes part of semantic processes that define both respectability and ‘rawness’ , thus helping to reproduce social relations in this community along lines of race, class and gender. A major focus of the study is the instant messaging application MXit, and how it assists in the social production of space, by helping to constitute both private and dispersed network spaces of virtual communication, in a setting where social life is otherwise very public, and social networks outside of cyberspace are densely contiguous and localised. In contrast, gossip mobile website Outoilet seems to intensify this contiguous experience of space. My findings contest generalised claims, predominantly from the developed world, which assert that the mobile phone promotes mobility and an individualised society, and show that in particular contexts it may in fact promote immobility and create a collective sociability.

The use of cellphones has increased all over the world. That invites many academics to conduct research on the usage of these devices, especially by young people, since young people join Social Network Sites (Facebook, Mxit, 2go, Whatsapp) and use a shorthand language. Most studies are related to the use of English and other languages that are recognised by computer software. There are few studies, if any, that have been done in relation to the use of African Languages on these sites. This research therefore aims to seek to explore the use of African Languages, especially isiXhosa, in assessing how technology might help in language development through the usage of SNSs that learners already use to equip them with educational material in their mother tongue. This study was conducted in two high schools, Nogemane Senior Secondary School in a disadvantaged and remote rural community with limited access to additional educational material such as magazines, newspapers, and television. The school also lacks basic study materials such as textbooks from the Education Department and they have no access to a library and laboratory. They also only have very few subjects to choose from. Nombulelo Senior Secondary School is in Grahamstown. This school has good infrastructure and learners have access to different technological devices and they can access libraries. What is common between learners in both schools is that they are all doing isiXhosa as a first language and are using SNSs to interact with each other. This study has found that learners enjoy using SNSs rather than reading the printed books. Furthermore, they enjoy and prefer interacting in isiXhosa in their conversations. Learners also use the web to post and show their creative writing, regardless of the shorthand form writing they use on the SNSs. This study has found that learners are not well equipped with basic isiXhosa skills when reaching the FET phase. They lack the understanding of standard isiXhosa idioms and proverbs. That clearly means that they are equipped in the more modern forms of literature rather than the traditional oral forms. IsiXhosa teachers also see SNSs as the better platform to engage with learners and they suggest that there must be a section in the subjects at school that teaches about cyber bullying and being safe online. This thesis also presents examples of new and contemporary forms of SNS-speak that are used by learners in both the rural and urban schools. This study is more concerned with SNSs for literacy development and to assess whether the shorthand writing has negative or positive effects in writing isiXhosa. This is done against the backdrop of a literature review which explores new literacies, computer mediated communication, social identity models as well as language policy and planning.