SEDA adoption of new media technology for entrepreneurship development in Nkomazi Local Municipality
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Date
2023
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University of Zululand
Abstract
This study investigated the use of New Media Technology (NMT) to support entrepreneurship development (ED) and its possible contribution to helping small businesses to be sustainable and to grow, and further create employment, especially among youth and unemployed graduates within the Nkomazi Local Municipality. For this purpose, the study used one of the government agencies mandated to support and promote SMMEs in Nkomazi to assess how the Small Enterprise Development Agency (SEDA) would use NMT for entrepreneurship development programmes for its existing clients and aspiring young entrepreneurs. The study set three objectives: to assess the relevancy of the current new media platform used by SEDA for entrepreneurship development among its employees, existing clients, and aspiring young entrepreneurs, to determine the challenges SEDA employees, existing clients, and aspiring young entrepreneurs face when using NMT for entrepreneurship development; and to ascertain the possibilities of SEDA fully utilising NMT for promoting entrepreneurship development programmes among its existing clients and aspiring young entrepreneurs. The two conceptual frameworks were used, namely the AIDA Model and the Technology Acceptance Model (TAM), to assess how NMT would be accepted by rural communities in Nkomazi Local Municipality and determine whether SEDA stakeholders perceive NMT usefulness and ease of use. The study adopted mixed-method research, which allowed the use of both qualitative and quantitative data collection techniques. The design of the study was convergent mixed method design. The sample of the study included convenience sampling for quantitative data and purposive (judgmental) sampling for qualitative data. The sampling method of the study was non-probability sampling. As such, the results were obtained using both online closed and open-ended questionnaires to collect data from SEDA Nkomazi branch practitioners, existing clients, and aspiring young entrepreneurs. The results were administered through MoonStats and thematic data analysis. The results revealed that the majority of both SEDA Nkomazi practitioners and clients found the current NMT for SEDA to be relevant; however, the study revealed that poor internet connection and data cost are two of the challenges faced by SEDA Nkomazi clients. The study further established that SEDA Nkomazi's clients believed SEDA should share their entrepreneurship development programmes using images, videos, and graphic content, easy language to understand, simplify online application processes and procedures and allow online consultation options daily or at least 2-3 times a week. The study concluded that the challenges of poor internet connection and data cost can be attributed to poor ICT infrastructure and the cost of data in South Africa. Therefore, the study recommended the implementation of zero-rated access to the Internet for SEDA clients to access their services online, to reduce or remove the high data burden faced by many clients, and lastly, to use images, videos, and graphic content in easy language to understand, simplify online application processes and procedures, and allow online consultation options daily or at least 2-3 times a week.
Description
A dissertation submitted to the Faculty of Humanities and Social Sciences in fulfilment of the requirements for the Degree of Master of Communication Science in the Department of Communication Science at the University of Zululand, South Africa [2023].