Thesis (MTech (Information Technology)--)Cape Peninsula University of Technology, 2012 / Includes bibliographical references (leaves 127) / In rapid advances in marketing strategies, Social Networks Marketing (SNM) is dramatically becoming an important aspect in promoting businesses. Social networks marketing has been found as one of the most effective tool used in businesses today, by most business owners in South Africa, to expand, and flourish their businesses. The explosion of Internet usage has drawn the attention of researchers towards social networks marketing. Research has shown that potential Internet users are doubtful, and indecisive to use, and accept SNM system in spite of their availability. Therefore, there is a need for researchers to identify some of the factors that determine user’s unwillingness to accept and use the system. According to the Technology Acceptance Model (TAM), Perceived Ease of Use (PEOU), and Perceived Usefulness (PU) are the two major constructs in determining the use and acceptance of various information systems. These beliefs may not fully explain the user’s behaviour towards newly introduced system, such as social networks marketing. Hence, this study had successfully implemented TAM to the newly proposed information system (social networks marketing system). Using TAM as a theoretical framework, the study added two new constructs “perceived credibility” and “awareness” as part of the factors influencing user’s acceptance of social networks marketing. The purpose of the study was to explore the impact of social networks marketing system by SMEs in South Africa, and perception of consumers. In addition, this research investigated factors that influence users’ acceptance of social networks marketing using TAM as the basis for the theoretical framework. Questionnaire-based study done in 2 groups; consumers and small and medium-scale enterprises (SMEs), in this work, represent the major users of social networks marketing in South Africa. The research model was tested using data collected from 143 questionnaires and analysed using linear regression. The results show that user’s intentions to use SNM are strongly and positively correlated with user acceptance. The empirical results confirmed that perceived credibility and perceived usefulness are the strongest determinant in predicting user’s intention to use SNM. In addition, many of the South African SMEs using SNM, have presumed that SNM has positively and negatively impacted their businesses.

Research Question: Which are the decisive factors that impact the adoption of business intelligence systems (BIS) among IT SMEs in Sweden? Purpose: This paper aims to examine Swedish SMEs and understand which decisive factors have an impact on the decision makers and their adoption of BIS. This study aims to study SMEs that have already adopted BIS. Method: A deductive qualitative approach was used to answer the study’s research question. The primary data was conducted through seven semi-structured interviews with Swedish IT SMEs. Empirical Findings: The empirical findings highlight that some factors had a greater influence on the adoption of BIS than others. These were possession of the right type of data, support of top management and service provider support. Conclusion: The presented study identified that small and medium sized enterprises are prone to BIS adoption when considering three decisive factors. First, the importance of possessing data and having the right type of data was a critical need and a factor for BIS adoption. Second, the use of service provider support for SMEs seemed to contribute with important value according to the findings. Third, working proactively with change management affected the perceived usefulness of technology and led to a higher chance of small and medium sized adopting BIS. / Frågeställning: Vilka är de avgörande faktorerna som påverkar antagande av business intelligence-system bland små och medelstora (SME) IT företag i Sverige? Syfte: Den här uppsatsen syftar på att undersöka svenska små och medelstora företag (SME) och förstå vilka faktorer som påverkar beslutsfattare och deras antagande av BIS. Uppsatsen syftar till att studera SME som redan har antagit BIS. Tillvägagångssätt: Denna studie använde en deduktiv kvalitativ metod för att besvara forskningsfrågan. Den primära datan samlades in genom sju semistrukturerade intervjuer med svenska SME inom IT-branschen. Bidrag: Resultaten visar att vissa faktorer hade ett större inflytande på antagande av BIS än andra. Dessa var innehav av rätt typ av data, stöd från högsta ledningen samt support från tjänsteleverantörer. Slutsats: Den presenterade studien identifierade att svenska SME är benägna att anta BIS när man överväger tre avgörande faktorer. För det första var vikten av att ha data och ha rätt typ av data ett kritiskt behov och en faktor för BIS antagande. För det andra verkade användningen av tjänsteleverantör stöd för små och medelstora företag bidra med ett viktigt värde enligt resultaten. För det tredje, att arbeta proaktivt med förändringsledning påverkade den upplevda användbarheten av teknik och ledde till en högre chans för SME att antagande BIS.