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The role of persuasion in choosing plant-based food products: An application of the Elaboration Likelihood Model and Behavioural Reasoning Theory
No full textA research report submitted in fulfillment of the requirements for the Master of Commerce, in the Faculty of Commerce Law and Management, School of Business Sciences, University of the Witwatersrand, Johannesburg, 2025The global shift from meat-based to plant-based food products has become increasingly prominent, driven by growing concerns over personal health and sustainability. However, in developing nations like South Africa, the adoption of plant-based diets is slower, primarily due to high food insecurity and meat’s central role as a protein source. This study aimed to investigate how marketers and food companies can influence the behavioural intentions of the Strawberry Generation (young consumers) to adopt a plant-based food lifestyle. The research was grounded in the Elaboration Likelihood Model (ELM) and the Behavioural Reasoning Theory (BRT), which informed the study's main constructs. ELM posits two routes of persuasion (peripheral and central) which target emotional and rational processing, while BRT emphasises the role of consumers’ values and belief systems in shaping their decisions. Using a sequential mixed-method approach, Phase I involved focus groups and a thematic analysis to develop a conceptual model. Phase II tested the model by surveying 426 young South African consumers. The data were analysed using Nvivo for qualitative insights and SPSS (IBM) and SmartPLS for quantitative analysis. The study’s findings revealed that product taste and product knowledge were the most influential factors driving young consumers’ decisions to choose PBPs. Additionally, factors such as product quality, affordability, social influence, and product packaging played a role, but to a lesser extent. Theoretical contributions of this research are significant as it expands the limited academic literature on PBPs by exploring consumer behaviour through the lens of cognitive processing (central and peripheral) and understanding the motives behind behavioural intentions. This study also presents a new conceptual model, developed through the integration of key components from the ELM and BRT, offering valuable insights for future research and practical marketing strategies. These findings are essential for advancing academic knowledge in the field and for food marketers seeking to influence the dietary choices of young consumers in emerging markets.MM202
Augmented reality applications and consumers’ purchase intentions in the South African e-commerce fashion industry
No full textA research report submitted in fulfillment of the requirements for the Master of Master of Management in Strategic Marketing, in the Faculty of Commerce Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2025Augmented reality (AR) is increasingly being adopted in e-commerce fashion industry; however, limited studies have explored its direct effect on consumers purchase decisions, mainly in the South African market. AR is seen as a solution to common challenges faced by e-commerce fashion retailers, which include high rate of product returns and a lack of sensory shopping experience. Despite many practical benefits offered by AR technology, the extent to which AR applications shape consumers' online buying decisions remains underexplored. This study investigates the influence of AR applications on consumers purchase intentions in the South African e-commerce fashion industry. The study further explores the factors that influence attitudinal behaviour to use the technology by extending the Technology Acceptance Model (TAM) with three predictor variables (inspiration, consumer innovativeness and perceived enjoyment), one moderator (product involvement) and outcome variable (purchase intentions). The data was collected from 324 online shoppers in Gauteng, South Africa, using a survey. To analyse and test the hypothesised relationships, structural equation modelling (SEM) was used. The results reveal that AR applications have significant influence on consumers purchase intentions. Furthermore, consumers attitude toward using AR applications was found to be significantly influenced by perceived enjoyment, perceived usefulness, inspiration and consumer innovativeness. Contrary to the expectations, perceived ease of use was found to have insignificant effect on attitudinal behaviour. Product involvement was also found to be insignificant in moderating attitudes and behavioural intention to use AR applications. The implications of the findings for online retailers, technology developers and marketers were discussed in detail.MM202
Exploring The Factors Influencing Artificial Intelligence (AI) Governance in South Africa
No full textA research report submitted in fulfillment of the requirements for the Master of Management in the field of Digital Business, in the Faculty of Commerce Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2025Artificial Intelligence (AI) is swiftly revolutionizing industries across the globe, influencing economic growth, public services, and decision-making processes. The ethical, legal, and socio-economic issues linked to AI demand robust governance frameworks to promote responsible development and implementation. While many countries have established AI governance frameworks, South Africa lacks a structured regulatory approach, raising concerns with regards to bias, data privacy, transparency, and equal opportunities or access to AI benefits. This study investigates the factors influencing AI governance in South Africa and proposes a strategic framework to guide national policymakers in addressing these challenges. Using a qualitative research approach, this study collected data through semi- structured interviews with 11 participants including policymakers, industry experts, and academics. The findings reveal key governance challenges, including regulatory fragmentation, digital infrastructure gaps, skill shortages, and limited stakeholder engagement. Additionally, the study identifies the need for a governance model that balances innovation with ethical principles, ensuring AI technologies contribute positively to South Africa’s socio-economic development. This research contributes to AI policy discourse by proposing a governance framework tailored to South Africa’s unique context. The framework emphasizes regulatory alignment with global best practices, inclusive stakeholder participation, and adaptive policy mechanisms to keep pace with technological advancements. By addressing critical gaps in AI governance, the study provides actionable recommendations to policymakers, enabling South Africa to harness AI’s potential while mitigating risks associated with its implementation.MM202
Climate Air Quality and Their Contribution to Cardiovascular Disease Morbidity and Mortality in Low and MiddleIncome Countries A Systematic Review and MetaAnalysis
No full textA template tool for the evaluation of vaccines for emerging pathogens to be used for pregnant and breastfeeding women
No full textThe perceived impact of Artificial Intelligence on cyber security operations in the South African banking sector
No full textA research report submitted in fulfillment of the requirements for the Master of Management in the field of Digital Business, in the Faculty of Commerce Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2025Cybersecurity threats are increasing exponentially, and South Africa is one of the top countries targeted by cyber criminals. Banks are adopting AI-powered cybersecurity solutions to fortify themselves against the ever-increasing cyber threat landscape, but this presents opportunities and challenges. To ascertain the efficacy and impact of AI in cybercrime eradication, the TOE framework and Perception Theory were adopted to cover the operating landscape of CS officers and guided the cognition and the rationalisation of AI adoption. The data from the literature review was posited against qualitative findings from semi-structured interviews of key CS personnel and was analysed using thematic analysis. The findings indicate a positive perception of AI as a cybersecurity force multiplier, particularly in enhancing real-time threat detection and automating response mechanisms. However, concerns were also raised about overreliance on AI, data privacy and the potential exploitation of vulnerabilities and algorithms within AI-powered cybersecurity solutions. The findings clearly demonstrated that AI is not a turnkey solution and does not possess the power and ability to eradicate cybercrime in totality but is the only solid viable defensive solution for cyber-attacks. AI cannot eradicate crime completely but is the most efficient tool and system in cybercrime detection and prevention. There was a marked disparity in perception of AI between direct AI users and literary conjecture on the impact of AI. Given the vastness of AI, a novel bespoke framework was created to guide new users on the necessity, risk, benefits and scale of AI implementation intra-organisationally.MM202
A cooperatively breeding mouse shows flexible use of its vocal repertoire according to social context
No full textEthical challenges of artificial intelligence product innovation in South African financial services
No full textA research report submitted in fulfillment of the requirements for the Master of Management in the field of Digital Business, in the Faculty of Commerce Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2025This research investigates the ethical complexities surrounding artificial intelligence (AI) driven product innovation within South African financial services, focusing on issues of fairness and transparency. As AI continues to transform the financial sector, ensuring responsible and equitable implementation has become a non-negotiable. Current AI practices across selected South African banks are examined by analysing challenges such as algorithmic bias, the need for financial inclusion, and the intricacies of data privacy. Drawing on qualitative data and thematic analysis from twelve semi-structured interviews, the research evaluates how these institutions address ethical dilemmas associated with the use of AI and their observance of regulatory frameworks that prioritise fairness, transparency, and accountability. To navigate these ethical challenges, this paper proposes a practical ethical framework and adoption strategy that is tailored to the unique South African context. This framework emphasizes safeguards against bias, transparency through explainable AI, continuous audits, and multi-stakeholder collaboration to ensure ethical compliance throughout AI product development. Ultimately, this research serves as a guide for South African banks, regulators, and policymakers in advancing fair, transparent, and responsible AI systems.MM202
An assessment of the levels of physical activity in an academic anaesthetic department
No full textA research report submitted in fulfillment of the requirements for the Master of Medicine (Anaesthesia), in the Faculty of Health Sciences, School of Medicine, University of the Witwatersrand, Johannesburg, 2025Background: It has long been known that a positive correlation exists between physical activity, exercise, and health. Individuals who achieve a daily target of 10 000 steps are likely to meet the recommended levels of health-enhancing physical activity to confer long-term benefits. We aimed to evaluate the physical activity levels of public sector, academic anesthesiologists in Johannesburg, South Africa both on and off duty and determine the proportion meeting recommended guidelines. Method: This prospective, cross-sectional observational study was undertaken at three academic hospitals in Johannesburg, South Africa. Ninety-four doctors wore a pedometer on and off duty for a seven-day period. A questionnaire based on the short-form International Physical Activity Questionnaire (IPAQ) was also completed. Results: The median (Interquartile Range (IQR)) total daily step count was 6 964 (6 271 - 7 956), the median (IQR) number of steps taken on duty was 5 033 (3 536 – 6 407) and the median (IQR) off-duty daily steps was 3 247 (1 471 - 3 802). Only 5% (5/94) of doctors achieved the recommended target of 10 000 daily steps. The IPAQ data showed that only 3% (3/94) of participants had a high level of physical activity, with 68% (64/94) having an inactive lifestyle. Significant factors influencing the on-duty step count included the duration of the shift, the number of cases performed and being the floor senior. Conclusion: Doctors working in the anaesthetic department at the University of the Witwatersrand do not get the recommended level of physical activity either at work or when they are not working. This is placing a large and vital workforce at increased risk for chronic non-communicable disease, mental health issues, and burnout.MM202