- Title
- The influence of social media on the intention to vote for student political organisations in the Eastern Cape
- Creator
- Chininga, Tapiwa
- Subject
- Social media -- South Africa -- Eastern Cape Students -- Political activity -- South Africa -- Eastern Cape Student movements -- South Africa -- Eastern Cape
- Date
- 2017
- Type
- Thesis
- Type
- Masters
- Type
- MCom
- Identifier
- http://hdl.handle.net/10353/11506
- Identifier
- vital:39078
- Description
- The purpose of the study was to investigate the influence of social media on the intention to vote for students political organizations in the Eastern Cape. The main objectives included measuring the influence of predictor variables such as medium credibility, message credibility, tie strength with peers, identification with the peers, peer communication, user trust, information credibilit on the intention to vote. To measure these hypothesised relationships a conceptual model was developed for the study. Data collection was conducted in the Eastern Cape in which 381 participants were surveyed. To analyse the data the two stage structural equation modeling approach was adopted in which confimatory factor analysis and hypothesis testing was adopted. This was conducted ulitising Structural equation modelling. The main findings of the study were that all the proposed hypotheses were supported with the exception of that of peer commnication and tie strength with peers on the intention to vote. It was also important to note that identification with peers had the strongest impact on the intention to vote while the message credibility had the weakest. The implication was that users feel that the ability to identify with each other influenced their voting intentions however the message itself was irrelevant.
- Format
- 154 leaves
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Management and Commerce
- Language
- English
- Rights
- University of Fort Hare
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Masters Thesis 2016- Edited Final to be bounded.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |