Cultural Influence On The Diffusion And Adoption Of Social Media Technologies By Entrepreneurs In Rural South Africa

Abstract

This paper examines how culture influences the diffusion and adoption of social media technologies in rural businesses. The cultural factors influencing the diffusion and adoption of social media technologies among the rural communities in South Africa are still not clear. The study aimed to determine cultural factors influencing diffusion and adoption of social media technologies by rural businesses in KwaZulu-Natal (KZN). Data was collected from five rural areas in KZN. The sample consisted of 175 business owners/managers, selected using quota sampling, with respondents completing a questionnaire with the assistance of an interviewer. A mixed approach of qualitative and quantitative techniques was used. Results of the survey reveal that the majority of respondents indicate that they do consider their cultural values as most important when diffusing and adopting new social media technologies such as Facebook, Twitter, and MXit. Further research should aim to develop training programmes that will provide community entrepreneurial skills and encourage an entrepreneurial spirit and use of new social media technologies among rural dwellers particularly in KZN.