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This study examines how cognitive and structural factors jointly shape customer satisfaction in digital marketplaces, using South Africa as an emerging market context. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) and network embeddedness theory, it investigates the effects of performance expectancy, effort expectancy, perceived network density, and perceived network centrality. A survey of 128 township entrepreneurs engaging with e-commerce platforms was analysed using multiple regression. Findings indicate that cognitive factors, performance and effort expectancy, significantly predict customer satisfaction, whereas structural factors, network density and centrality, have no direct effect when considered jointly, suggesting their influence is mediated through user perceptions of platform efficiency. This study contributes theoretically by integrating technology cognition with ecosystem network perspectives, highlighting the interdependence of platform design and structural coordination in shaping customer satisfaction. Practically, the findings inform platform managers on prioritising customer-centric design while maintaining effective ecosystem governance to enhance customer satisfaction. By linking cognitive evaluations and structural embeddedness, the study provides actionable insights for managing complex digital ecosystems in emerging markets. It further extends understanding of platform strategy beyond technology adoption and network structure alone.

This study investigates wearable activity tracker (WAT) adoption intention among South African Generation Y university students by extending the Theory of Reasoned Action (TRA) to include brand name as a predictor. A cross-sectional survey of 462 Generation Y students from three South African institutions was analyzed using exploratory and confirmatory factor analyses and structural equation modeling to test relationships between attitude, subjective norm, brand name, and adoption intention. Results indicate that attitude, subjective norm, and brand name significantly influence WAT adoption intention, with attitude as the strongest predictor, followed by brand name. The extended TRA model demonstrated acceptable fit, reliability, and validity, highlighting brand reputation's critical role in reducing perceived risk in emerging markets. The study is limited by its non-probability sample from three campuses in one province, suggesting future research should employ longitudinal designs, expand geographic scope, and incorporate additional constructs. Findings provide practical guidance for WAT manufacturers to prioritize building trustworthy brands and emphasizing health benefits, while marketing strategies leveraging peer influence and affordable pricing can enhance adoption among cost-conscious students. Promoting WAT adoption among youth can advance health awareness and public health goals in developing countries where proactive health monitoring technologies remain underutilized. This study offers one of the first empirical examinations of WAT adoption intention among South African Generation Y students using an extended TRA model. Unlike prior research focused on medical settings or limited samples, this study incorporates brand name as a novel construct, demonstrating its pivotal role in wearable tech adoption. This research contributes original empirical evidence from a developing market context, advancing theoretical and practical understanding of wearable technology adoption.

This research explores the technological factors that influence the adoption of mobile commerce by small and medium enterprises (SMEs) in the Polokwane Municipality. Using a quantitative approach, data were gathered from 146 SME owners, randomly selected from a total population of 261. The study applied descriptive statistics, analysis of variance (ANOVA), and regression techniques to examine the relationships between variables. ANOVA was used to evaluate the sub-hypotheses, while regression analysis tested the primary hypotheses. The instruments used in the study demonstrated strong internal consistency, with all Cronbach’s alpha values exceeding 0.7. Additionally, the Kolmogorov-Smirnov test confirmed that the data met the assumption of normality. The results showed that perceived cost, perceived benefit, and perceived compatibility each play a significant role in influencing m-commerce adoption. These findings offer valuable insights into the internal technological considerations that impact digital uptake in SMEs. The study provides both academic value by contributing to the theoretical understanding of technology adoption, and practical guidance for enhancing m-commerce use within the SME sector, particularly in similar socio-economic environments.

This exploratory analysis investigated the use of cloud accounting within the SME sector in Zimbabwe. This study addresses a significant gap in the existing literature, as no prior research has specifically explored the utilization of cloud accounting within the SME sector in Zimbabwe. The study employed a qualitative research approach using purposive sampling. Data was collected from semi-structured interviews and was thematically analyzed. The study revealed a low utilization of cloud accounting among SMEs in Zimbabwe. The lack of awareness is particularly pronounced, hindering SMEs from recognizing the benefits and functionalities of cloud accounting systems. The study found that SMEs implementing cloud accounting experience many benefits that significantly enhance their financial management processes, operational efficiency, and overall business performance. The study emphasized the need for targeted awareness campaigns, comprehensive training programs, and robust policy support to bridge the knowledge gap and facilitate the widespread adoption of cloud accounting. The findings offer valuable insights for policymakers, educators, and technology vendors aiming to promote the digital transformation of the SME sector in Zimbabwe. Value This study provides valuable insights into the barriers and opportunities for adopting cloud accounting in Zimbabwe's SME sector, highlighting the need for awareness, training, and policy support to drive digital transformation and improve financial management, operational efficiency, and overall business performance.

This study examines the impact of customer, supplier, and competitor pressures on the adoption of mobile commerce (m-commerce) by small and medium-sized enterprises (SMEs) in Polokwane, South Africa. The research follows a quantitative approach, with data collected from 146 randomly selected SMEs out of a total population of 261. A structured questionnaire was used to measure the pressures from customers, suppliers, and competitors, all assessed using a five-point Likert scale. Reliability of the constructs was confirmed with Cronbach's alpha coefficients exceeding 0.7, and the normality of the data was verified through the Kolmogorov-Smirnov test. To analyse the data, ANOVA and regression analysis were applied. The findings reveal that customer, supplier, and competitor pressures significantly influence SMEs’ decisions to adopt m-commerce solutions. These results contribute to the understanding of external factors that shape technology adoption in SMEs, offering both theoretical insights and practical implications. SMEs that respond to these pressures may improve their competitive position by integrating mobile technologies into their operations, leading to better market responsiveness and enhanced business processes. This research provides a foundation for future studies on mobile commerce adoption, focusing on underexplored external influences.

Facebook and WhatsApp, recognised as popular social media and messaging platforms, are increasingly being used as online sales platforms through the emergence of marketplaces, online stores and groups. Businesses and individual sellers create groups on these platforms to attract buyers who share similar interests, but the buyers and sellers often do not know one another, which may cause trust issues. Therefore, sellers should be aware of the factors that influence a buyer’s trust so that strategies can be developed to mitigate trust issues that may hinder sales transactions. The aim of this study was to investigate the influence of information quality, perceived ease of use and usefulness on consumers’ trust in Facebook and WhatsApp groups as online sales platforms. Following a descriptive research design, the data was gathered from 412 participants by means of an electronic self-administered questionnaire that was distributed to the South African database of an international research company. The statistical methods that were used to analyse the data included reliability measures, HTMT analysis and structural equation modelling. The findings of the study revealed that the information quality and perceived ease of use of WhatsApp and Facebook groups significantly influence the perceived usefulness of these groups, which, in turn, influences consumers’ trust in WhatsApp and Facebook groups as online sales platforms. In conclusion, by understanding the relationship between these factors, social media platforms could alter their group features, while businesses and individual sellers can improve their marketing strategies to instil trust among group members and ultimately increase sales.