THE USE OF SOCIAL MEDIA AMONG MARKET WOMEN IN
SEKONDI/TAKORADI
RUTH DEI DJANIE
(10278859)
THIS DISSERTATION IS SUBMITTED TO THE
UNIVERSITY OF GHANA, LEGON IN PARTIAL FULFILLMENT OF
THE REQUIREMENT FOR THE AWARD OF MA COMMUNICATION
STUDIES DEGREE
OCTOBER 2015
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DECLARATION
I do hereby declare that this dissertation is the result of my own research and has not been
presented by anyone for any academic award in this or any other university. Wherever
contributions of others are involved, every effort is made to indicate this clearly, with due
reference to the literature, and acknowledgement of collaborative research and discussions. This
work was done under the guidance of Dr. Daniel M.O. Adjin of the University of Ghana.
……………………… …………………………
RUTH DEI DJANIE DR. DANIEL M.O. ADJIN
(STUDENT) (SUPERVISOR)
…………………… ……………………
DATE DATE
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DEDICATION
This dissertation is dedicated to the Almighty God for His infinite strength, provision and
knowledge in undertaking this study. I also dedicate this dissertation to my parents, Mr. and Mrs.
Daniel Djanie Kotey for their sacrifice, prayers, financial and moral support throughout my
education. May you be blessed abundantly by the Almighty God.
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ACKNOWLEDGEMENTS
My greatest and heartfelt gratitude goes to the Almighty God for life, direction and strength for
this project.
I am also grateful to my supervisor, Dr. Daniel M.O. Adjin for his patience and guidance on this
project and counsel and direction provided from the beginning of this project.
To my family, Ike, Linda, and Kuokor, I say a big thank you for standing in with me, and for
your prayers and urging me on daily.
To my greatest helpers, editors and most supportive friends, Jay, Andy, Yvonne and all who
contributed in diverse ways; this dissertation would not have been a reality without your help,
support, encouragements and inspirations.
Thank you all for your sacrifices; I am indeed grateful to you all.
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LIST OF ABBREVIATIONS
ITU International Telecommunications Union
SIM Subscriber Identity Module
BoP Base of the Pyramid
GDP Gross Domestic Product
GSMA Groupe Speciale Mobile Association
VoIP Voice over Internet Protocol
ULC Unlimited Liability Corporation
NCA National Communications Authority
TAM Technology Acceptance Model
UGC User-Generated Content
MSU Michigan State University
RSS Really Simple Syndication
NGO Non-Governmental Organization
IMTF Institute for Money, Technology and Financial
Inclusion
MTN Mobile Telephone Network
ICT Information and Communication Technology
CSP Communications Service Provider
BBM BlackBerry Messenger
SMS Short Message Service
OECD Organization for Economic Co-operation and
Development
MMS Multimedia Message Service
GPRS General Packet Radio Services
EDGE Enhanced Data for GSM (Global System for
Mobile communication) Evolution
IT Information Technology
PU Perceived Usefulness
BI Behavioural Intention
PEOU Perceived Ease-of-USE
SAEMA Shama Ahanta East Metropolitan Assembly
SPSS Statistical Package for Social Science
JHS Junior High School
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LIST OF TABLES
Table 4.1 Demographic Characteristics of Respondents ......................................................... 59
Table 4.2 Demographic Characteristics of Respondents ......................................................... 59
Table 4.3 Demographic Characteristics of Respondents ......................................................... 60
Table 4.4 Cross tabulation of educational level of respondents and use of WhatsApp…….61
Table 4.5 Cross tabulation of educational level of respondents and use of Viber………….62
Table 4.6 Use of Whatsapp and Viber in trading activities .................................................... 67
Table 4.7 Importance of Whatsapp and Viber in trading activities.......................................70
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LIST OF FIGURES
Figure 1.1 Market women in West Africa .................................................................................. 2
Figure 1.2 A shot of a market woman in interacting with customer ....................................... 4
Figure 4.1 Preferred mode of communication with customers and suppliers....................... 63
Figure 4.2 Stated reasons for preferred choice (themes)......................................................... 64
Figure 4.3 Mobile Phone Ownership ......................................................................................... 65
Figure 4.4 Knowledge Levels of the Market Women about WhatsApp…………………….66
Figure 4.5 Frequency of use of WhatsApp in trading activities ............................................. 68
Figure 4.6 Frequency of use of Viber in trading activities ...................................................... 69
Figure 4.7 Importance of WhatsApp and Viber in trade (reasons) ....................................... 71
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ABSTRACT
In this era of online communication and the proliferation of social media, traditional messaging
and calling by using mobile phones have transformed into different practices. This has changed
the lifestyles and communication strategies of many today including market women and
introduced new and innovative use of the mobile phone aside from the traditional use of making
and receiving calls. Mobile phone usage and the use of social media has become a popular trend
among a large population of Ghanaians. The purpose of this study was to explore and understand
the use of WhatsApp and Viber social media network applications in trading activities among
market women in Ghana. This study sought to explore the influence of social media specifically
WhatsApp and Viber on the trading activities of the market women. This study employed a
mixed –method approach. Data for the quantitative part of this study was gathered through the
use of questionnaires, a purposive sampling technique was used to select 317 market women and
the qualitative data were gathered through the use of interviews. Major findings indicated that
majority of the market women did not use WhatsApp or Viber due to various reasons from lack
of education to lack of technological know-how. The study was limited by time constraints and
adequate literature on the subject. The scope of the survey was limited to a sample of market
women from Sekondi/Takoradi markets. Future studies should broaden the sample size to
ascertain the generalizability of the findings.
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TABLE OF CONTENTS
DECLARATION............................................................................................................................ i
DEDICATION............................................................................................................................... ii
ACKNOWLEDGEMENTS ........................................................................................................ iii
LIST OF ABBREVIATIONS ..................................................................................................... iv
LIST OF TABLES ........................................................................................................................ v
LIST OF FIGURES ..................................................................................................................... vi
ABSTRACT ................................................................................................................................. vii
CHAPTER ONE ........................................................................................................................... 1
INTRODUCTION......................................................................................................................... 1
1.1 Background Study ................................................................................................................. 1
1.1.1 Research Motivation ....................................................................................................... 8
1.2 Statement of Problem ............................................................................................................ 9
1.3 Objectives of Research ........................................................................................................ 10
1.4 Research Questions ............................................................................................................. 10
1.5 Significance of Study .......................................................................................................... 11
1.6 Research Scope ................................................................................................................... 11
1.7 Research Methodology ........................................................................................................ 12
1.8 Organization of the Research .............................................................................................. 12
CHAPTER TWO ........................................................................................................................ 14
LITERATURE REVIEW .......................................................................................................... 14
2.1 Overview ............................................................................................................................. 14
2.2 Definitions of Social Media ............................................................................................. 14
2.3 Social Media Categories...................................................................................................... 16
2.3.1 Blog .............................................................................................................................. 17
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2.3.2 Wikis ............................................................................................................................. 17
2.3.3 Social Bookmarking Sites ............................................................................................ 18
2.3.4 Social Networking Sites ............................................................................................... 18
2.3.5 Microblogging Services ................................................................................................ 18
2.3.6 Virtual World Content .................................................................................................. 18
2.3.7 Media Sharing Sites ...................................................................................................... 19
2.4 Reviews of Existing Studies on Social Media .................................................................... 19
2.4.1 Social Media and Gender ............................................................................................. 19
2.4.2 Social Media and Trade ................................................................................................ 24
2.4.3 Social Media and its Market ......................................................................................... 29
2.4.4 Social Media and Africa ............................................................................................... 31
2.4.5 Social Media and Economy .......................................................................................... 35
2.4.6 Social Media and Business ........................................................................................... 40
2.4.7 Social Media and Sports ............................................................................................... 42
2.4.7 Social Media, Trade and Gender .................................................................................. 43
2.5 Theoretical Framework ....................................................................................................... 45
2.6 Summary of Reviewed Studies ........................................................................................... 46
RESEARCH METHODOLOGY .............................................................................................. 48
3.1 Overview ............................................................................................................................. 48
3.2 Research Design .................................................................................................................. 48
3.2.1 Study Settings ............................................................................................................... 49
3.2.2 Research Approach .......................................................................................................... 51
3.2.2.1 The Quantitative Method Approach .......................................................................... 51
3.2.2.2 Qualitative Research Method Approach .................................................................... 52
3.2.2.3 The Mixed-Method Approach ................................................................................... 52
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3.2.2.4 The Choice of Method for the Study ......................................................................... 53
3.2.4 Sample Selection and Sample Size for the Study ......................................................... 54
3.2.5 Data Analysis Procedure .............................................................................................. 55
3.3 Data Collection Procedure .................................................................................................. 55
3.4 Research Methodological Issues ......................................................................................... 56
3.4.1 Ethical Considerations .................................................................................................. 56
3.4.2 Research Validity ......................................................................................................... 56
3.5 Chapter Summary ................................................................................................................ 57
CHAPTER FOUR ....................................................................................................................... 58
FINDINGS, ANALYSIS AND DISCUSSION .......................................................................... 58
4.1 Overview ............................................................................................................................. 58
4.2 Response rate....................................................................................................................... 58
4.3 Demographic profile of respondents ................................................................................... 58
4.3.1 Analysis of Data in Relation to Research Objective One and Research Question One:
Preferred Mode of Communication ....................................................................................... 62
4.3.2 Reasons and Implications for the Preferred Choice of Communication ...................... 63
4.3.3 Impact of WhatsApp or Viber on trading activities ..................................................... 65
4.4 Analysis of Data Regarding Research Objective Two and Research Question Two:
Influence of Social Media Use on Trading Activities ............................................................... 71
4.4.1 Convenience ............................................................................................................ 72
4.4.2 Easy Communication .................................................................................................... 73
4.4.3 Time Saving .................................................................................................................. 75
4.4.4 Increased Efficiency ..................................................................................................... 76
4.5 Analysis of Data in Respect of Research Objective Two and Research Question Two:
Social Media Be Used More Profitably by Market Women ..................................................... 77
4.5.1 Educational background.......................................................................................... 77
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4.5.2 Lack of technological know-how ................................................................................ 78
4.6 Chapter Summary ................................................................................................................ 79
CHAPTER FIVE ........................................................................................................................ 80
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ............................................ 80
5.1 Overview ............................................................................................................................. 80
5.2 Key Research Findings........................................................................................................ 80
5.3 Research Limitations ........................................................................................................... 83
5.4 Recommendations for Future Studies ................................................................................. 83
5.5 Conclusions ......................................................................................................................... 84
REFERENCES ............................................................................................................................ 86
APPENDIX .................................................................................................................................. 91
Appendix 1: A Copy of the Questionnaire Used in Collecting Data ........................................ 91
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CHAPTER ONE
INTRODUCTION
1.1 Background Study
Telephone and especially mobile phone ownership and use in developing countries have
experienced a tremendous and high growth according to International Telecommunications
Union (ITU Report, 2012). The mobile phone use has spread faster and at a bizarre rate around
the world even now more than ever. In 2012, the International Telecommunications Union stated
that, “there were 38 telephone users and 275 mobile users per every 1,000 people in Africa”.
Considering the rapid diffusion of this technology, there is an expected potential impact on
socio-economic development of developing countries like Ghana. A study conducted by Time
Incorporated and Nuance Digital Marketing in 2012 discovered that, 60% of women consider
their mobile phone the most important device in their lives, compared to 43% of men. Another
87% could not imagine life without mobile phone usage, 78% look at their mobile phones first
thing every morning and 98% carry it with them wherever they go. 72% of women use their
mobile phones for social media, 88% for texting and 55% for shopping. Since 1995, when the
mobile phone was first introduced in Ghana, its use has grown steadily from the use of it by the
once high class to the average person. Trade as a profession is dominated by women in much of
the West Africa region (Burrell, 2012).
According to National Communications Authority, the number of mobile subscriptions in Ghana
has increased from 30.36 million in December 2014 to 30.78 million in January 2015 with a
penetration rate reaching 108.48%.
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This tremendous growth has attracted a number of studies on the use of mobile phones and social
media. Also, due to the nature of the business of market women and some of the features like
mobile money which phones offer, the mobile phone has now become an integral part of their
business process. This is according to Boateng (2012).
Fig. 1.1 Market women in West Africa
Source: hifund.org
Using social media sites is one of the most common activities found among Ghanaians today
with majority of the users being the youth aged between 15 – 29 years based on the fact that
majority of studies conducted have focused on this age group. It could however be possible that
other people outside this age bracket would also use them. A social media site is any site that
allows social interaction and can include sites such as Facebook, Twitter, Instagram, Viber and
WhatsApp. The rapid growth of mobile devices within the last decade alongside the wide
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distribution of mobile data services have introduced an increase in the use of social media,
serving as a platform for daily social interaction. People now access social media from mobile
devices and laptops making it a common everyday life activity.
The way in which businesses market themselves and interact with consumers or customers have
changed because of the introduction of social media. Social media is currently having significant
influence on traders and their choice of evaluation for potential investments. Although social
media possesses a disorganized nature of the information accessible and needs an intelligent
filter in order to be used effectively, there is little doubt that the sheer volume of data holds
significant value to individuals considering trading successfully in the markets. In the mid-1990s,
as the use of mobile phones started its rapid spread in much of the developed world, many did
not think of Africa as a potential market. Now, with more than 400 million subscribers, its
market is larger than North America‟s (GSMA, 2014). Africa took the lead in the global shift
from fixed to mobile telephones, notes a report by the International Telecommunications Union.
Africa has been seen to adopt mobile phones faster and with greater innovation. Now, Africans
are recognized as having extensive use of cell phones with a more recent and massive interest in
the use of social media, Internet-based tools and web places that allow people to interact with
each other much more than before. This has led to a process where Africans are seen leading
what may be the next global trend; a major shift to mobile Internet use, with social media as its
main drivers. Studies also suggest that when Africans go online (predominantly with their mobile
phones) many end up spending much of their time on social media platforms (Facebook, Twitter,
YouTube and so on). Sending and reading e-mails, checking the tabloids and news and posting
research queries have become less important activities for Africans.
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In Africa, one out of every 10 is estimated to be an Internet user (up from one in 5,000 back in
1998), which makes the continent have the lowest penetration rate in the world. Erik Hersman, a
prominent African social media blogger and entrepreneur noted that "with mobile phone
penetration already high across the continent, and as we get to critical mass with Internet usage
in some of Africa's leading countries (Kenya, South Africa, Ghana, Nigeria, Egypt), a seismic
shift will happen with services, products and information.
Figure 1. 2 A shot of a market woman interacting with a customer
Source: www.alarmy.com – C7YC5H, April 2016
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With the introduction of mobile applications such as WhatsApp and Viber, it is possible that
market women would use them to communicate with their customers or suppliers as well. The
choice of the place for study (Sekondi/Takoradi) is due to the possible language barrier that
could be faced in other regions.
Social media continues to expand and change with new applications appearing every day. It is
difficult to describe social media and that affects its ability to transform how we engage sell, buy,
create and live in the digital age. There are roughly six categories within social media: social
news, bookmarking sites, media sharing, social networks, blogs, forums and micro blogging. The
most visited websites across the continent are social media platforms mainly Facebook, Twitter
and YouTube.
The mobile industry has scaled dramatically over the last ten years. The number of mobile
broadband connections has grown significantly from just over 200 million in 2008 to
well over two billion by 2013. Growth is driven by increasing rise in the penetration of
smartphones, with almost 4 billion mobile broadband connections expected to be added globally
in 2020. More advanced devices (such as smartphones and tablets) operating on increasingly
ubiquitous mobile broadband networks are allowing users to adopt an ever growing range of new
services and applications, which in turn is driving an explosion in mobile data traffic (GSMA,
2014).
In more developing markets, there is also productivity uplift for agricultural and fisheries
activities based on small-holding, where mobile services can bring benefits such as access to
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pricing information; market platforms online and information to optimize production. Finally,
there is a 20% uplift effect from the mobile industry, which accounts for the broader spectrum of
goods and services in the economy used by the mobile industry. The indirect factor and
productivity increases together added a further 2.3% to global GDP, bringing the total GDP
impact from the mobile industry to US$ 2.4 trillion;3.6% of global GDP(GSMA, 2014).
Traditional revenues (voice and messaging) for the mobile operators have been impacted by new
entrants to the mobile ecosystem, and particular new online messaging services such as
WhatsApp and Skype. The rapid spread of mobile technology has had a profound socio-
economic impact on the economies of every country in the world; an industry empowering
people and society. This impact is not only deep but broad, spanning many aspects of economic,
political and social life, making a striking contribution to everything from cross-sector
innovation to GDP growth (GSMA, 2014).
According to Duncan Muchangi, manager of Hellofood, Kenya (one of several e-commerce
platforms that enable users to order food from popular restaurants), new technologies and social
media platforms including Twitter, WhatsApp and Facebook provide huge opportunities for
business women to market their enterprises and products. Social media tools has enabled
businesses to reach hundreds and thousands of potential customers online compared to her
counterpart five years ago which makes a difference in that today‟s business woman has a lot of
opportunities to market and grow her enterprise.
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When it comes to instant messaging, Voice over Internet Protocol (VoIP) and video streaming
services, YouTube, Viber and WhatsApp top the list of most used services in Africa according to
the Sandvine Global Internet Phenomena Program which works with various mobile networks
around the world to collect data about consumer internet usage and 30 networks from 20 African
countries. According to the recently released report by the same program, 7% of total internet
traffic was caused by WhatsApp in the participating African countries, compared to 2% total
internet traffic in North America and Europe. Video streaming was slightly less at 6%, with
YouTube taking up 12% of that traffic which made it the top video streaming service in the
country (ULC, 2014). Viber has overtaken Skype to be the top video messaging service.
For the purpose of this study, social media would be limited to the use of WhatsApp and Viber.
WhatsApp is an instant messaging application for smartphones that operates under a subscription
business model. It is a cross-platform app which uses the Internet to send text messages, videos,
user locations and audio media messages. It allows message exchanges without any per-message
fees of SMS. It works across feature and smart phones for a relatively small charge and has more
users in India than any other country in the world. As at January 2015, WhatsApp topped the
chart as the globe‟s most popular messaging application with 600 million plus active users with
the number reaching 800 million by April 2015 (ULC, 2014).
Viber is a mobile application for smartphones that can be used to make phone calls and send text
messages to all other Viber users for free and is available over Wi-Fi or 3G.
(www.viber.com).Viber users can send photo messages, free text messages, video messages and
even share locations with other users. Users can also make free HD-quality calls to other Viber
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users on Android smartphones, Windows Phone, iPhone, Blackberry, Windows, Mac, Symbian,
Nokia S40 and Bada devices over 3G/4G or Wi-Fi connections. With over 360 million users in
over 193 countries, Viber is constantly innovating by adding fun new features like stickers and
emoticons and also introducing new platforms. Viber is developed by Viber Media, a privately
held company founded in February 2010 (ULC, 2014).
Mobile voice subscriber base in Ghana for November 2014 grew from about 30 million in
October 2014 to almost 31 million as at the end of November 2014 (NCA, 2014). There is
therefore the need for research into the impact of the use of the mobile phones and social media
and more specifically the impact and usage of mobile phones on the trading activities of market
women in Ghana and precisely market women in Sekondi/Takoradi.
1.1.1 Research Motivation
The introduction of the smartphone on the market and African region has brought interesting
discoveries with most aspects of Ghanaian markets utilizing them in their various businesses and
the Ghanaian marketplace is not excluded from the advantages smartphone use has presented to
many. The effectiveness and the veracity of the advantages and benefits to the market cannot be
ascertained if it is only limited to the big businesses. There was therefore the need to ascertain
the average market women use and benefits that the smartphone provides to this category of
society.
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1.2 Statement of Problem
Studies on mobile phone use and its benefits to market women primarily have operational and
relational effects on their trading activities; that is enhanced communication and enhanced
trading (Boateng et al, 2012). Even though much literature has been found on the study of the
use of mobile phones and trade, very few studies are concentrated on the applications of the
mobile phone such as social media among market women especially in other capital cities in the
country.
As of today, social media applications leveraged by mobile phones are used extensively in the
urban areas for various reasons ranging from social, political, business and personal reasons
(GSMA, 2014). The economic activities and services of a nation stem greatly from a country‟s
access and exposure to technology as of today. Therefore, if the key players in the businesses and
trade in Ghana have access to technology, the growth in the national economy and technological
advancement is expected. Due to all the benefits the social media applications renders, a diverse
groups from all walks of life are adopting the technology. Such groups range from businessmen,
students, and even traders owing to the perceived ease of use and benefits of such social media
applications like WhatsApp and Viber. However, it is evident that literature on social media
applications ranges extensively on the adoption, use and impact on students, and businessmen
rather than market traders. Despite the succinct study on social media and traders, it is seen that
most of these studies are emanating from the developed country perspective even though social
media use is predominating the market of developing countries. Thus, this study sought to
understand how market women come to accept mobile phones and use social media tools
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leveraged by these phones. It also sought to understand the effects of such social media
applications on their trading activities.
1.3 Objectives of Research
The main purpose of this research is to explore and understand the use of WhatsApp and Viber
social media network applications in trading activities among market women in Ghana. This
study will therefore focus on the Sekondi/Takoradi markets. In relation to the main purpose, the
study seeks to achieve the following detailed objectives:
1. To understand the extent of social media network applications usage among market
women in Sekondi/Takoradi.
2. To study how the use of such applications influence the trading activities of market
women in Sekondi/Takoradi.
3. To investigate how social media can be used more profitably by market women in the
Sekondi/Takoradi environs to improve upon their trading activities.
1.4 Research Questions
In context with the objectives of the study, the following research questions guided data
collection and analytical investigation of social media use among Sekondi/Takoradi market
women:
1. To what extent do market women in Sekondi/Takoradi use social media, specifically,
WhatsApp and Viber?
2. How does social media use influence the trading activities of market women in
Sekondi/Takoradi?
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3. How can social media be used more profitably by market women in Sekondi/Takoradi to
enhance their trading activities?
1.5 Significance of Study
The results of this study helped in understanding how and why market women used social media
in their trading activities in Sekondi/Takoradi. The impact of social media use can be
ascertained from various studies carried out across the world but studies are mainly on
adolescents, teens, urban dwellers and in online businesses. Trade has been given a new facelift
with the introduction of social media and new technologies in Africa are breaking new grounds
and frontiers in the economies and industries of countries that have embraced them. The study
will add to the body of knowledge by contributing to literature on the use of mobile phones and
social media among market women from developing countries. Currently, businesses have found
a new way of selling themselves and interacting with their customers and stakeholders through
social media. Since social media seems to be currently having such massive influence on
businesses and other sectors of the economy worldwide, this study can contribute to knowledge
on the penetration of social media and how traders use them or do not. This study also confirmed
the significance or insignificance, knowledge and ignorance level of the traders in cities in
Ghana about social media and its impact on the source of income.
1.6 Research Scope
The scope of this study is to investigate social media use among Sekondi/Takoradi market
women. The study was limited to solely market women who are actively using social media in
the Sekondi/Takoradi main market.
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1.7 Research Methodology
Creswell (2009) stated that there are three types of research methods; these are the quantitative,
qualitative and the mixed method. This study employed a mixed –method approach. The
quantitative part of this research was used to gain insight into the thoughts, ideas, opinions, and
attitudes of the population. It was descriptive in nature, unlike in experimental designs, where the
researcher does not manipulate the variables (Polit & Beck, 2006). The qualitative part was to
gain a complex understanding of the phenomenon understudy (Creswell, 2013). Data for the
quantitative part of this study was gathered through the use of questionnaires, a purposive
sampling technique was used to select 317 respondents and the qualitative data were gathered
through the use of interviews.
The survey instrument that was used to analyze the qualitative data gathered was the Statistical
Package for the Social Sciences (SPSS version 20.0). The use of SPSS was able to detect the
associations and relationships that existed between subjects and variables (Vila & Kuster, 2011).
The survey data was coded and entered in the Statistical Package for Social Science (SPSS
version 20.0), analyzed and the outcome presented in frequency tables and charts. Also any
assumptions violated underlying the chosen statistical technique was addressed. The qualitative
data was analyzed by identifying the thematic issues in the data.
1.8 Organization of the Research
The entire study was organized in five chapters. Chapter One gives a brief overview of the study
and situates it in the academic context by giving an introduction of the social media and its use in
various sectors before zooming in on the aspect of trade which the study focuses on. Research
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motivation, objectives and significance are also discussed in Chapter One. Literature review,
related studies and theoretical framework are discussed in Chapter Two. The Technology
Acceptance Model (TAM) theory was used in underpinning the study. The theories were
discussed with their relation to the study and use of social media using the assumptions,
background and criticisms of the theory. Previous literature with findings and observations made
on social media use across education, entertainment and other sectors were also examined in this
chapter. The methodology is explained in Chapter Three and comprises the procedures, activities
and processes used in gathering and analyzing the data collected. Chapter Four provides the
analysis of the data gathered, discussions of the study in relation the study‟s research questions
and the research objectives of the study. Chapter Five presents a detailed summary of the study,
offers recommendations for future studies and discusses research implications of the study.
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CHAPTER TWO
LITERATURE REVIEW
2.1 Overview
This chapter explored existing and related literature to this study and the theoretical framework
as well. Literature reviewed was to establish various uses of social media in different aspects and
sectors of economy, business, trade, education and entertainment. Related works are studies on
both urban and rural divides that use social media and other studies focused on the impact and
significance on different countries economy including Gross Domestic Product (GDP). Others
also explored the penetration of social media and the category of people that use it, why it is
widely used in certain regions and what exactly it is used for. Theories that explain and support
the studies are also discussed in this chapter and its relation to the study is discussed.
The purpose of this chapter was to review related literature that looked at or studied the use of
social media in economic sectors, education and how markets have witnessed strong growth in
the use of mobile phones, connections and its effects and influence on their lifestyle and career.
The chapter ends with a summary of the outcome of the reviews made on existing theses, project
works & relevant studies.
2.2 Definitions of Social Media
According to Heidi Cohen, social media definitions like social media evolve. Social media has
been given many different definitions. The Merriam-Webster dictionary defines social media as
“forms of electronic communication (including websites for microblogging and social
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networking) through which users create online communities to share information, ideas, personal
messages and other content (as videos)”.
Social media are computer- mediated tools that allow people to create and or share, exchange
ideas, and even videos and pictures in virtual communities and networks. Social media is defined
as "a group of Internet-based applications that build on the ideological and technological
foundations of Web 2.0 and that allow the creation and exchange of user-generated content
(UGC) (Kaplan & Haenlein, 2010). Social media has been broadly defined to refer to 'the many
relatively inexpensive and widely accessible electronic tools that enable anyone to publish and
access information, collaborate on a common effort, or build relationships'" (Murthy, 2013).
According to the MSU Guidelines for Social Media (2013), currently, social media is commonly
encountered in the context of online software applications like Twitter, YouTube, Facebook,
LinkedIn and Flickr where text, media, links, and opinions are shared, discussed, and
redistributed. Charlene Li and Josh Bernoff, in their book Groundswell: Winning in a World
Transformed by Social Technologies, describe social networking as a “social trend in which
people use technologies to get the things they need from each other, rather than from traditional
institutions like corporations. Social network sites are web-based services that allow individuals
to construct a public or semi-public or semi-public profile within a bounded system, make a list
of other people with whom a connection is shared, and view their list of connections and those
made by others in the system (Boyd & Ellison, Social net, 2008).
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2.3 Social Media Categories
According to Kaplan and Haenlin (2010), social media fall into six different categories which
are: collaborative projects (like Wikipedia), blogs, content communities (e.g., Instagram), social
networking sites (e.g.: LinkedIn), virtual social worlds (e.g., Second Life) and virtual game
worlds. Furthermore, social media platforms are defined using seven functional building blocks:
identity, conversations, relationships groups, sharing and presence (Keitsmann et al, 2011).
According to Faulds & Mangold (2009), “social media encompasses a wide range of online,
word-of-mouth forums including blogs, company-sponsored discussion boards and chat rooms,
consumer to consumer e-mail, consumer product or service ratings websites and forums, Internet
discussion boards and forums, moblogs (sites containing digital audio, images, movies or
photographs) and social networking websites. Some examples of social media according to the
same authors are invitation-only social networks, social networking sites, photo sharing sites,
music sharing sites, content sharing combined with assistance, general intellectual property
sharing sites, user-sponsored blogs, company-sponsored websites/ blogs, creativity works
sharing sites such as video sharing sites, business networking sites, collaborative websites,
commerce communities, company-sponsored cause/help sites and podcasts.
There are two major types of social media based on platforms i.e. the web-based social media
and the mobile phone based social media applications. Web-based social media applications are
developed for the computer and mainly accessed through the use of computer and the internet.
Some of these applications have mobile phone versions. Examples are Skype, Twitter, and
Instagram etc. Mobile phone based social media applications are applications that are developed
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for the mobile phone. Some of these applications can also be accessed using a computer as well.
Examples are WhatsApp, Viber, Tango, WeChat etc. According to Africa practice.com, social
media falls in six categories namely: media sharing, social networks, social news, blogs and
forums, microblogging and bookmarking sites.
2.3.1 Blog
A blog (short form for weblog) is a type of website used by individuals, groups or business
entities to publish opinions and commentary on various topics. (Interesting Advertising Bureau,
2008). Content on blogs are usually focused on popular topics, current events, popular themes or
even a personal diary and posts can be in the form of text, image, video or rich-media formats.
Comments are allowed by readers and a rapid syndication of content to interested audiences
using opt-in protocols, e.g. Really Simple Syndication (RSS). Blogs make it possible for
psychographic elements of engagement to be mapped to traditional consumer demographic
profiles. A blog is an online journal in which pages are usually displayed in reverse
chronological order and can be hosted for free on websites such as WordPress, Tumbler and
Blogger.
2.3.2 Wikis
Wikis are collective websites where any participant is allowed to modify any page or create a
new page using a web browser. The most used example is Wikipedia, a free online
encyclopaedia that makes use of wiki technology.
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2.3.3 Social Bookmarking Sites
Social bookmarking sites are sites that allow users to organize links and share those links to
websites. Some examples are Stumble Upon, Digg and Reddit.
2.3.4 Social Networking Sites
Social networking sites have been defined as web-based services that allow individuals to
construct profiles in a bounded system, prepare a list of other users of the platform with whom
they share a connection, and view and traverse their list of network and those made by others in
the system. Common examples include Facebook and LinkedIn.
2.3.5 Microblogging Services
Microblogging services are also known as status-update services which allow people to share
short updates about people or events and to see similar updates created by other users. Example
is Twitter.
2.3.6 Virtual World Content
Virtual World content are sites that offer game-like virtual environments in which users interact
and share comments. An example is an imaginary world built in a game called Second Life
where users form avatars (a virtual representation of the user) that interact with others.
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2.3.7 Media Sharing Sites
Media-sharing sites are sites that allow users to post videos or photographs, images or motion
graphics. Some examples are YouTube, Pinterest and Instagram. These categories can overlap in
some cases, i.e. some sites can be found in more than one category. Examples are Facebook
which is a social network site and can be used to share photographs but can also double up as a
status-update service and so on.
2.4 Reviews of Existing Studies on Social Media
2.4.1 Social Media and Gender
In Doing Business: Women in Africa by the World Bank Group Gender Action Plan which were
case studies of women entrepreneurs across Africa who have overcome legal and regulatory
obstacles to create new business opportunities, it was discovered that Rwanda had the third
highest percentage of women entrepreneurs of any country in Africa. Forty-one percent of
businesses in Africa were run by women. Only Ghana, with 44% and Cape Verde at 43% had
more women active in business.
Another study, Connect Africa Summit (2007) also adds that it is the rapid advancement in the
mobile technologies and their ease of use, coupled with their falling prices in both services and
equipment that have made it possible for “mobile phone to become the ideal tool bridging the
digital divide in Africa”. Even the less educated such as children and elders, unskilled or
illiterate (Overa, 2006; Rahman, 2005) can put the mobile phone to some good use because of its
versatility and ease of use. Unlike the mobile phone, it requires some sort of literacy on the
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user‟s part to use the computer or the Internet. The mobile phone usefulness is huge and can
certainly not be denied.
An additional study focused on the role of mobile phones in markets and trade activities in
development of the economy (Burrell, 2012). Burrell examined the uptake of mobile phones
among market women in urban Accra, Ghana and the multifaceted ways such devices are used in
their daily trade practices. Observations from select markets in Accra including the Makola
market and other smaller markets showed that these spaces maintained a strong gender skew,
with both buyers and sellers predominantly female. There was also a gendering of the products
sold as well with household goods, farm produce, beauty products, as well as prepared food
exclusively sold by women. By contrast, the recent development of an electronic goods and
gadgets market had been undertaken mostly by men (Burrell 2012). As at 2011, market women
had by and large incorporated mobile phones as valued tools supporting their market activities
because among the population, the mobile phone was widely recognized as offering a new
capacity for social extension, coordination work and information acquisition, with the latter
always inseparably connected to these other capacities.
The studies were based on a nine week period of ethnographic work in several markets in Ghana
from June to August 2011, built on seven years of periodic fieldwork on various aspects of urban
life in Accra. The study focused on twenty nine (29) market women from the Makola market and
a market near Tema, focusing on cloth trade and secondhand clothing. In-depth interviews were
used as the research method covering elders, market queens and the younger generation.
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The findings of Burrell‟s study indicated that in their discussions with market women about their
attitudes and approaches to trade as it relates to the mobile phone, three broad and distinctive
categories of practice emerged that helped to organize and highlight the reorientation of time and
space via the mobile phone as leading toward social contact and intimacy, toward interpersonal
trust, and extending opportunities for affiliation rather than necessarily eliminating this need in
exchange relationships. First, there was the work done by market women employing their phones
to manage transactions and one-to-one trade relationships. Among market women in Ghana, the
phones utility in these practices was best characterized as enlivening trade networks as opposed
to impersonally acquiring or exchanging information. Secondly, market women were concerned
with issues of professional identity, group affiliation, and marketplace governance. At this level
the phone came into play (in a limited sense) toward enhancing affiliative activities.
A study by GSMA indicated that the energy market women brought to trade activities, as was
observed in the enlivening of their trade networks by phone, was above all to ensure that their
trade was continuous and unbroken, that there was sufficient supply and a healthy stream of
customers making purchases. Market women employed the mobile phone, engaging with the
material possibilities it offered to pursue the advancement of their trading activities (GSMA
Development Fund, Cherie Blair Foundation for Women, & Vital Wave Consulting, 2010). The
accounts of phone use by market women challenged the notion that the mobile phone either
effects a modernization of trade activities (through the circulation of impersonal information that
allows for optimized decision-making) or that the relational basis of trade in long-standing
relationships of trust rendered the mobile phone less effective.
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Mobile phone ownership in low and middle-income countries has skyrocketed in the past several
years. Although the likelihood of a woman owning a mobile phone than a man is pegged at 21%,
this figure increases to 23% for Africans, 24% women in the Middle East, and 37% for South
Asians. By extending the ownership of mobile phones to more women, a host of socio-economic
benefits can be gained and goals can be advanced. A field research with the use of in-depth
interviews and third-party secondary data was conducted with more than 2,000 women surveyed
across four low and middle income countries (Bolivia, Egypt, India and Kenya). Additionally, 40
in-depth interviews were conducted with executives in the telecom industries, NGO‟s and
academics. It was revealed that the information, communication and services provided by a
mobile phone were helping women save time and money, maximize household resources,
increase returns-on-investment, and improve productivity. Four in ten women surveyed across
low and middle-income countries reportedly enjoyed increased economic or professional
opportunities due to owning a mobile phone.
To achieve impact and scale in their operational activities, mobile money operators cannot ignore
women, who make up half of the potential customer base. (Scharwatt & Minischetti, 2014)
However, penetration of services within this group remains low and there are many limitations
and hindrances to women making use of these services, such as low levels of literacy and even
owning a personal mobile phone. Mobile phone operators can use a number of tactics to
overcome these gender-specific hindrances by changing their business strategies to marketing
and distribution. This includes product offerings tailored to the unique financial needs of women;
innovative marketing strategies that are attractive to the women; and hiring quality female agents
who help to build women‟s confidence and trust in financial services run from their phones and
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turn them into loyal customers. To be successful, mobile money services must meet the peculiar
needs of finances for women. Research conducted by the GSMA in partnership with the Visa
Foundation shows that women are active household financial managers with specific wants and
needs.
According to a report from the Pew Research Center, the percentage of female Internet users
who use social networking sites well surpass that of males (i.e. 75% vs. 63%, respectively). In
response to these findings, Weber Shandwick partnered with KRC Research to conduct an online
survey of 2,000 North American women as a means to identify segments of women who are
influential in social media platforms and to provide innovations on the online markets for
women. The purpose of the study was to find out how these women influence, who they
influence and what they influence in their circles. It was discovered that defecting women had
more influence than the average woman, thereby magnifying the importance of maintaining their
engagement with brands. Facebook is by far the most prevalent social media account with 2.2
million accounts on average of 12 hours per week using social media (nearly 2 hours/day). A
large segment of North American women value their social networks and social media is where
they like to be.
Social platforms made them available to have engaging relationships with brands. The
overwhelming majority of North American women were on social media with a social
connectivity far-reaching and their potential exposure to brand messages very high.
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2.4.2 Social Media and Trade
2.4.2.1 A Study on the Cognition, Perceptions and Local Self-Sustaining Eco-
Systems about Mobile Money Systems
According to the study, mobile technology has gained prominence in the development agenda of
the government of Ghana. This is because mobile technology has the potential to reduce poverty
by providing access to financial services like savings and money transfer to users. The Institute
for Money, Technology and Financial Inclusion (IMTF) developed a study on the cognition,
perceptions and local self-sustaining eco-systems about mobile money systems on one hundred
rural traders who were randomly selected and interviewed from the Kasena Municipality in the
Upper East Region of Ghana. The findings showed that 90% of the traders relied on home
savings for trade transactions and household sustenance, 77% used mobile phones and had done
so for close to 5 years. MTN was reported as the most commonly used mobile network, poor
network connectivity remained the biggest challenge to the traders, and 82% still had no idea
about mobile money or its perceived risks. Only 2% used mobile money and even that was
limited to sending money and receiving assistance from family (Institute for Money, Technology
& Financial Inclusion, 2014).
2.4.2.2 Investigating the Impact of Mobile Phones on the Micro-Trading
Activities of Women Traders in Ghana.
Boateng (2010) investigated the impact of mobile phones on the micro-trading activities of
women traders in Ghana. He used a conceptual model analyzing the impact of the mobile phones
on pre-trade, during trade and post-trade activities. Using a case study approach, his findings
suggested that traders primarily used their mobile phones to communicate and exchange
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information in pre and post-trade activities while a few of them used them innovatively to
manage customer details and schedule deliveries during their transactions or trade activities. This
may have been developed through formal education and/or social networks. Also, he discovered
that the improvement of information management through mobile phones directly or indirectly
contributed to the economic empowerment of the trader. He concluded that developing the
capabilities of the poor to use basic mobile functions and services and beyond voice calls would
help to define the agenda of future research, policies and strategies towards the “mobiles for
development” movement. Boateng (2010) stated that the diffusion of the mobile technology
spurred a development agenda which questioned how mobile phones could be used effectively
for socio-economic development. He analyzed these from two perspectives: the practitioner and
academic research perspectives where more focus was put on initiatives of mobile network
operators, banks, governments and development agencies to design and adopt mobile
applications for micro finance activities (Donner, 2007). Addressing the impact of the mobiles
on the development concerns and needs- combating poverty and stimulating economic growth
are quite few.
2.4.2.3 Development Solutions in Sub-Saharan Africa through Mobile
Phones.
On the academic front, few studies seek development solutions though mobile phones
(Duncombe & Boateng, 2009; Heeks & Jagun, 2007). In Africa, existing literature has fairly
covered studies on the mobile phone usage and mobiles for development in sub-Saharan Africa.
Some of these studies include Boadi et al (2007) on mobile phones and fishermen and farmers in
Ghana, mobile phone sharing practices in Ghana by Sey (2009), mobile phones and development
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in Nigeria (Heeks & Jagun, 2007), mobile phone ownership and social capital in Tanzania
(Goodman, 2005). He used the transaction cost theory (theory which states that trading is
primarily about information, its sharing and communication which would eventually lead to the
exchange of goods and services as well as the relationship between parties involved) as a
theoretical framework with relation to the study of issues relating to the assessment of the impact
of information and communication technologies (ICTs) on trade or commerce. Findings
indicated that mobile phones had a potential impact on trade and how it is conducted.
All existing research relating to mobile phones and commerce had attributes such as
personalization, ubiquity, localization, immediacy and connectivity (Michael & David, 2003;
Stanoevska-Slabeva, 2003; Zeng et al, 2003). Research design, collection and analysis were
based on De Vaus (2001). Data was collected over a two-month period from October to
November 2009 with interviews conducted on 17 women traders in two markets in Accra and
two selected from the 17 for an in-depth study. Another interview was conducted with two of the
marketing personnel of one of the five mobile network operators in Ghana.
Findings showed that out of the 17 traders interviewed, 88% noted that they used mobile phones
for pre-trade activities (ordering of goods directly from farmers and informing of customers),
18% for during trade activities (scheduling deliveries, calculations, monitoring goods and
pricing) and 82% for post trade activities (customer follow-up services and addressing
complaints and inquiries). Most of the traders had some basic level of education too. He also
found the challenge of affordability and accessibility of mobile services with poor network
coverage in rural areas and as a result they used more than one SIM card on different networks.
Most importantly, the innovative use of the mobile phone was influenced greatly by the pre-
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knowledge of the trader through formal education and/or social networks. It was suggested that
mobile network operators, development agencies and policy makers facilitate educational
activities of educating the traders to go beyond just making a call. Also, researchers could start
investigating on the actual functions and services “the poor” use on the mobile phone, generate
insight to inform the design and development of functions and services to empower their
capabilities and sustaining their livelihoods (Boateng, 2010).
Another related study was research explored on the influence of mobile phones on the micro-
trading activities of women traders in Nigeria with a qualitative approach, using the theoretical
model of the Technology Acceptance Model to analyze two case studies of the activities of
Nigerian market women (Boateng et al, 2012). Their findings suggested that the benefits the
market women gained tended to be partly influenced by the extent of mobile access and usage by
trading partners in the chain. Also, the mobile functionality was greatly determined by the
knowledge of the trader. Therefore market women who innovatively integrated their mobile
services like mobile banking stood to reform their market structural processes and become
economically empowered. Findings also showed that enhancing communication and trading
processes through mobile phone usage could improve revenue acquisition and enhance decision
making and control. They emphasized the need for research and practice to increase the mobile
capabilities of those at the bottom of the pyramid to beyond voice calls and text messaging. They
responded to the call for research by Boadi et al (2007), Heeks and Jagun (2007) and Duncombe
and Boateng (2009) by researching mobile commerce, adoption, use and impact on the trading
activities of Nigerian market women. Nigeria was chosen because it exhibited relative resource
poverty as compared to other developing countries and had the largest mobile industry in Africa
(Reed, 2008).
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Other research indicated more features i.e. currentness, immediacy, instant connectivity and
identification all related somewhat to time, location and personalization (Turban et al. 2002;
Michael and David 2003, Stanoevska-Slabev 2003; Zeng et al. 2003). Jagun et al (2007) outlined
that there are three steps of trading i.e. pre-trade, during-trade, and post-trade. Their three new
findings were also similar to that of Boateng (2011) which stated that in micro-trading activities,
traders take the path of least cost of adoption of mobile phones in terms of acquisition and
usability, the extent of benefits obtained tends to be partly influenced by the extent of access and
use of mobile phones by traders and their trading partners in their value chain and enhancing
communication and trading procedures through phones directly or indirectly improves revenue
and enhances decision making and control and thereby economically empower traders.
In a study conducted by Boateng et al in 2010 on mobile phone providers and their contribution
to the economic development in Ghana, there were findings that connoted that there were
favourable opinions on mobile phone diffusion. Using a population sample size of a total of 150
using judgement sampling, thirty participants were selected from each one of the five mobile
service providers‟ management staff. These thirty participants comprised of five senior
executives, five marketing staff, ten finance and accounting staff and ten operations. Out of the
sample size of 150, 104 participants participated in the study with the findings that 34% strongly
agreed their companies had a favourable opinion of the mobile phone diffusion impact on the
Ghanaian economy, 63.9% perceived mobile phone diffusion as important in promoting socio-
economic development in Ghana, 15.5% strongly agreed and 81.4% agreed mobile phone
diffusion had benefited all sectors of the Ghanaian economy.
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Sey (2008) argued that mobile phone appeared to have overcome those barriers that have made
access to other Information and Communication Technology (ICTs) very limited. It provided
telecommunication links between residents of rural areas as well as providing urban area
residents‟ ability to share information between them from a distance (Adugu, n.d.; Batchelor et
al., 2005), and for managing daily life (Donner, 2008).
2.4.3 Social Media and its Market
Instant messaging application WhatsApp is dominating mobile data use in Africa according to
the latest bi-annual internet traffic trends report by Sandvine. According to a February 2014
report by Global Web Index, users share more than 700 million photos and 100 million videos
every single day. In the Middle East and Africa there has been 120% increase with over 15
million users. WhatsApp can now boast of more than 200 million users globally. In the Middle
East and Africa, 69% users are regular users of WhatsApp, 62% for Latin America, 40% for
Europe, 19% for Asia Pacific and 4% for North America. In a related report, Global Web Index
found 25% of 16-19-year olds worldwide with mobile internet access saying they actively use
WhatsApp each month. The analysis also found that the app had a 160% increase in use by teens
with mobile internet access in 2013.
However, teen usage varied significantly by region. In the Middle East and Africa, some 69% of
the teen mobile audience was discovered to be using WhatsApp, compared with just 4% in North
America. According to a 2h – 2014 global internet report, in Africa, as a market where an
examination of fixed access networks in Africa, it was discovered that 26.44% of peak period
composition was based on communications and 8.7% were used for marketplace. The report was
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based on a data from a selection of Sandvine‟s 250 plus communications service provider (CSP)
customers spanning North America, Europe, Middle East and Africa, Caribbean and Latin
America and Asia-Pacific. On an African mobile network where the majority of subscribers had
talk and text plans, WhatsApp accounted for over 23% traffic due to introduction of a low-cost
access plan.
With respect to mobile access, it was discovered that Africa is a region with tremendous
potential for growth but with a very few understanding of traffic composition in the region.
Communications applications continue to have popularity in Africa. WhatsApp ranked third in
the region with 8.98% upstream, 6.37% downstream and an aggregate of 6.98% and Viber
ranked 9% upstream. The Sandvine‟s Global internet phenomena reports examined a
representative cross-section of the world‟s leading fixed and mobile communications service
providers and by voluntary participation of their customers. Five regions were examined: Africa,
Asia-Pacific, Europe, Latin America, North America and data gathered in September 2014. The
study selected the traffic profiles of real service providers, including the impact of any network
management (for instance, congestion management and traffic optimization) policies that may be
in place.
The data collected included the bandwidth per second per protocol and the number of active
hosts per protocol on the network at each hour. Data also included the total transmitted
(upstream) and received (downstream) bytes, from the subscriber‟s perspective, attributable to
each subscriber for a period of 30 days. Datasets were used to create a 24-hour profile of each
network, normalized by the number of active subscribers at each hour in the day. These profiles
were then aggregated hierarchically for each region with weightings based on subscriber counts
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and access technology market share. The transmitted and received bytes per subscriber data sets
were used to create ordinal rankings of all subscribers on a network based on a combination of
data direction (upstream, downstream, aggregate) and data period (day, week, month), for a total
of nine ranked lists ordered by total byte usage.
According to Tfour.me blogger, Hussein Dajani, users of WhatsApp have grown in the last few
months with almost 700 million photos and 100 million videos being shared every day.
Introduced about 5 years ago, it has about 450 million users and registers about 1 million new
users daily. According to a February 2014 report by Global Web Index, it found 7 million people
in North America now use the app compared with its active user base in Asia (101 million),
Europe (45 million), Latin America (38 million), and the Middle East/Africa (15 million).
2.4.4 Social Media and Africa
According to a research carried out by Information Development on the mobile usage at the Base
of the Pyramid (BoP) in South Africa in December 2012 prepared by Research ICT, mobile
phones serve the main means of information access and communication for those at the base of
the Pyramid. Those in the BoP were defined as individuals who lived on less than R 432 a
month. The purpose of the study was to investigate the demand for mobile applications, services
and products with a view to increasing economic opportunities and improving the well-being of
its users. The study showed that 75% of people at the BOP had mobile phones, and out of them,
only 11% had downloaded a mobile app with an even lower rate of actual and regular usage. The
research questions were that why the vast majority of people at the BoP use mobile applications
and why those applications that target the BoP do have very low usage. It was also discovered
that the major obstacle was internet illiteracy and lack of awareness of mobile applications. 86%
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had no knowledge about the internet and therefore did not use it. Another finding from focus
groups held was that applications were not patronized because they were suspicious. Some held
the opinion that their morals, values and standards could be corrupted and also they could
damage their phones. Some also considered the use as inappropriate for women. The divide
existed because the majority of mobile applications were developed for either Android phones,
iPhone or Nokia devices to some extent (Kotze, 2012). In many developing countries including
South Africa, a major diversity of mobile Internet adoption is social media.
It was also discovered that mobile ownership at the BoP level in South Africa was relatively high
compared to other African countries. Mobile networks covered about 90 percent of the land mass
and over 75 percent of the mass populace. More than 75 percent of those 15 years or older in the
BoP owned a mobile phone, a rate only 14 percent lower than ownership at the RoP.
Phone ownership and use was similar in a surprising way for the profiles of RoP and BoP. There
were only a couple slight differences between RoP and BoP in most areas other than in postpaid
services and smart phone ownership, where the RoP‟s dominance was predictable. 33 percent of
BoP mobile owners had a mobile capable of browsing the Internet. Focus groups revealed that
generally those at the BoP wanted the same things as the RoP, although the price of devices and
services intimidated them.
This finding was borne out in the focus groups, where respondents indicated they might
allow their children or spouses to use their phones, but that use was restricted because of cost. A
percentage of almost 96.6% used their mobile phones to send and receive text messages, 32.2%
used theirs to browse the internet and 29.3% used theirs for social networking such as Facebook
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and Twitter. There was some similarity between the RoP and the BoP population usage patterns,
except for smart phone features such as taking pictures and video, Internet access and emailing.
In urban areas, mobile applications users were knowledgeable about available applications and
used social media and instant messaging to communicate with friends, watch videos and mix
music. Rural participants were also more skeptical about the value of mobile applications,
sometimes even suspicious of them. Those mobile owners who did not use the Internet were
unaware of the applications available and relied on traditional media platforms such as TV, radio
and newspapers for information, and on SMS text services and voice calls to communicate.
More than 50% of Internet users at the BoP had signed up for a social network, while 30% had
an email address. In comparison, 76% of RoP Internet users had an email address. Among those
who signed up for an online social network, 48 percent used Mxit at the BOP, compared to only
26 percent for the ROP. Facebook, however, was more popular than Mxit in general, particularly
for the RoP: 89 percent of those who used social networks had a Facebook account. Internet
activity was driven mainly by social media for BoP Internet users. Sending or receiving an email
is a daily activity for about 9.2% of BoP patronizers, which is 23% compared to those who post
instant messages or information every day. As mobile phone usage and reliance gradually
replace computers, instant messaging and social networking are also replacing the service of
sending and receiving of emails. This was so because it was discovered that instant messaging
was free (e.g. Facebook Zero) while sending and receiving emails was not. Text based emails
were very much cheaper compared to an SMS, but still more expensive compared to free instant
messaging.
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For the first time, instant messaging platforms had created an affordable and reliable way to
communicate at the BoP level. Young participants in the focus groups who had a feature or smart
phone seemed to be more interested in using social networks and instant messaging platforms
such as BBM and WhatsApp or BBM rather than using voice calls and SMS services. WhatsApp
was considered to be very easy to use because it was always working, meaning that the user did
not need to log in to use it, and it was real time, essentially working as a web chat making it
affordable for the BoP population. Users indicated that for as little as Rand 2, they could chat for
more than a week. Users usually kept a few Rands in their accounts so that they could use social
networks and instant messaging platforms, which have no airtime balance requirement.
According to a report by Africa Practice in 2014 on the social media landscape in Nigeria, the
functions of social media have and continue to transform with capacity and opportunities
provided as a result are infinite. Internet penetration in Nigeria as at 2014 stood at about 30%
with over 50 million internet users and as at 2013, 72% visited social networking sites with 55%
using the internet for mail and 46% for entertainment.
The mobile chat applications with the most users in Nigeria were Eskimi, 2go and WhatsApp
with WhatsApp having users just under 10 million. It was also discovered that Facebook
numbers were on slow decline and mobile chat applications were on the rise due to the factors
that mobile chat applications performed well on lower bandwidths and used less data and mobile
chat was a cheaper alternative to SMS. Another finding was that Blackberry Messenger was
another platform with high penetration in Nigeria with over 2 million users. Also, not only did
social media bring about increased communication, it also helped in journalism because as
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readers were engaged directly via social media platforms including Twitter, the author audience
barriers were slowly diminishing. Microblogging was considered to be fast, interactive, hierarchy
free and promoted a creative and nuanced thought by encouraging users to test those very
boundaries and produce something unique and different.
2.4.5 Social Media and Economy
According to a study by the Fast Grower segments, markets the world over are experiencing
strong steady growth in 3G adoption with around 30% of total connections on 3G and a quarter
of connections being smartphones. For most markets in this segment, the key to unlocking
greater revenue growth lies in encouraging its users to adopt mobile phones with mobile data
services, as voice-only growth models will not be sustainable over the medium-term. The Fast
Grower segment includes the major emerging markets of China, South Africa, Russia and Brazil
(markets that already account for a quarter of the world‟s total users at the end of 2013 together),
and some other Latin American, Eastern European and Asian countries. Unique subscriber
penetration growth among this segment had advanced at a steady pace over the last 10 years,
reaching half of the population in 2013.
With the penetration of smartphone rising steadily in Europe, online messaging services such as
Viber and WhatsApp have seen exponential growth in Europe over the last couple of years.
Howbeit, the growth of these new services, which had gone hand in hand with the rising
smartphone penetration, had created a dilemma for the industry. The enormous growth in third
party applications is one of the key drivers of increasing demand for mobile data services, and
messaging services are just a segment of this enormous growth in the mobile ecosystem.
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Mobile revenues for this segment had continued to fall drastically for the last four years, with
financial declines forecast to continue at a more modest rate. The rapid spread of mobile
technology has positively impacted social and economic aspects on the economies of every
country in the world; an industry empowering people and society. This impact is not only deep
but broad, and spans many aspects of economic, social life, political life and made a significant
contribution to everything including growth of Gross Domestic Product (GDP) and cross-sector
innovation.
The mobile ecosystem makes a direct positive impact on the Gross Domestic Product (GDP) as
an industry in its own right, whilst there is also indirect impact of the mobile ecosystem on the
broader economy, especially through raising productivity for “highly mobile” workers as well as
in more informal areas fisheries and agriculture based on small-holding services in developing
markets. In 2013 the total contribution garnered from the mobile ecosystem was approximately
3.6% of global GDP, while the mobile ecosystem directly supported 10.5 million jobs and
contributed US$ 336 billion to public funding.
Mobile has empowered previously disenfranchised communities and bridged the digital divide
through the process of bringing voice services and Internet access to users who aforetime were
unconnected. Access to the mobile Internet and related services has been demonstrated to
improve education, health and agriculture productivity and created entrepreneurial opportunities
and employment, leading to improved quality of life for individuals and their families.
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Finally, there is a 20% uplift effect from the mobile industry, which largely accounted for the
wider range of goods and services in the economy used by the mobile industry. As well as the
contribution to GDP, the mobile industry creates employment opportunities the world over.
There are 10.5 million jobs supported directly by the mobile industry the world over, with
mobile operators giving the largest share (3.8 million).
The study also disclosed that mobile connectivity had transformed daily life across the globe, but
mobile was playing a very significant role in the social and economic development in many
developing regions of the world. Affordable mobile phones and the opportunities they offer the
under priviledged by increasing their access to communications and information was already
becoming one of the most significant technologies across the globe. In some of the least
developed regions, such as parts of Sub Saharan Africa, levels of mobile access were much
higher in comparison to other basic services such as sanitation and electricity. For example, in
Nigeria there are 56 million people living without access to electricity, and another 38 million of
the populace who have no access to portable water. However, most of the population has the
potential to access health, banking and other essential services through mobile networks (with
network coverage for some operators at 90% of the population). Secondly, mobile broadband
offered pricing flexibility that allowed consumers to purchase services based on what they could
afford (by day, by download volume, or by type of Internet service being accessed). Thirdly,
mobile access to the Internet through smartphones was seen to overcome other barriers to
broadband adoption at the bottom of the pyramid.
Mobile technologies can widen access to education, particularly in remote areas. Mobile devices
provide a unique opportunity to access educational content, as well as helping to address the
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shortage of teachers evident in many developing world countries. Mobile is playing a crucial role
in bridging the digital divide, delivering internet services to those who were unconnected before.
A recent survey by Analysys Mason found that 87% of those who responded to his research
across Africa indicated that mobile devices were the main means through which they connected
to the Internet. This highlights the importance of mobile and the need for the further deployment
of higher speed mobile. Increasing mobile internet access for underserved communities in
developing countries has delivered employment and entrepreneurial opportunities and overall
improved productivity and economic growth for populations and economies. On an individual
level, access to the Internet and related services has proved instrumental in agriculture
productivity, education and health, leading to improved quality of life for individuals and their
families.
Further, empowering women through increased access to mobile internet has far reaching
benefits to society at large. Women have been found to play a key role in the socio-economic
landscape of countries as they are often responsible for the health, economic stability and general
wellbeing of their families and communities. The Food and Agricultural Organization for
example reported that 80 per cent of the total food cultivated in several low and middle income
countries was by women and the Organization for Economic Co-operation and Development
(OECD) also added that up to 90 per cent of women‟s income was directed to their families and
communities. The first challenge was the need to improve the affordability on mobile services,
especially with the low income levels in several markets which was a basic challenge for those
yet to gain access to mobile.
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The second of these is the need to improve the business case for further mobile network build
outs; a prevalent challenge is the low population densities in developing regions which mean that
most new users would be from indigenous rural and remote) areas; the third challenge is to
provide the right conditions that would make it conducive for the uptake of mobile broadband
and smartphone devices in the region. According to a Deloitte/GSMA study, for a given level of
total mobile penetration, a 10% substitution from 2G to 3G penetration increased Gross
Domestic Product (GDP) per capita growth by 0.15%.
According to Dave Evans with Jake McKee in Social Media Marketing: The Next Generation of
Business engagement, social technology is now considered a “given” in business.
Collecting customers‟ information and systematically applying it is the best interest for the trader
or market woman. The upshot is that the customer is now in a primary role as an innovator, as a
source of forward-pointing information around taste and preference, and as such is potentially
the basis for competitive advantage. First, social business practices provide formal and
transparently visible connections that create customer network and the business, and internally
link employees to each other and finally back to their clients. The “social” in “social business”
refers to the development of connections between people, connections that are used to facilitate
business, product design, service enhancement, market understanding and more. Once
connected in this way, customers and employees can bond further, moving toward collaboration.
Customers can also be connected via social technology.
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2.4.6 Social Media and Business
The Evolution of Mobile Marketing by Khomson Tunsakul in Bangkok University discovered
that mobile marketing had gained more popularity as the number of mobile device users was on
the increase. Many forms of mobile marketing including SMS (Short Message Service) and
MMS (Multimedia Message Service) which worked on mobile devices such as smart phones,
mobile phones and tablets had made consumers increasingly use mobile devices for
entertainment, communication, information and business uses. Mobile marketing had changed
tremendously from the past or even a few years ago owing to the advent of new technologies and
improved internet infrastructures enabling more comprehensive communications.
BlackBerry, iPhone and Android phones had changed the faces of mobile marketing in many
forms of online businesses, messaging, multimedia, and conversation. For example, WhatsApp
users do not have to pay for SMS fees but may have to make certain payment for the use of
GPRS/EDGE depending on the agreed terms and conditions by service providers. WhatsApp
requires WiFi, EDGE/GPRS or 3G internet connection. Any established business enterprise with
customers‟ phone numbers on a mobile phone can broadcast voice, text messages, pictures and
other formats to customers in order to inform them of new promotions or new products. Modern
mobile phones are able to provide subscribers certain tools for chatting and conversation such as
MSN, Facebook Chat, Skype and Viber.
As mobile device users are on the increase, new technologies will be continuously developed and
businesses tend to find new ways to communicate with their target audience. Mobile phones and
tablets have become a part of consumers‟ digital lifestyle. Traditional communication tools such
as TV, magazines, or billboards, and mobile marketing tools such as SMS or MMS do not seem
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to be adequate to influence the target audience. In a nutshell, the evolution of mobile marketing
had resulted in new and fashionable ways of marketing businesses, cost reductions, increased
profitability and hi-tech image.
According to the Mobile Economy 2014 by GSMA, the developed market average unique
subscriber penetration figure stood at 79%. In contrast, unique subscriber penetration on average
in developing markets was only 41%. This highlighted the significantly incremental growth
possible for mobile services in mainly developing regions, with only four out of ten people in
these countries having subscribed to mobile services. However, there were also challenges in
many of these developing markets, with incremental subscribers raising concerns for network
operators on how to bring services to these lower income populations on a cost effective basis.
Multiple SIM ownership was a feature of many markets across the world, in both developed and
developing regions, driving a highly significant difference between unique users and SIM
connections in many markets. Global SIM penetration now stands at 95%, and over 124% on
average in developed markets. The global penetration rate was believed to have increased by
2020 to 119%, with connection penetration passing through the 100% level before the end of
2014.
According to data from Ericsson, in the second quarter of 2013 around 55% of all mobile phones
sold were smartphones, compared to 50% in the first quarter and only 30% in 2012 as a whole.
By the end of 2013, there were just fewer than 1.5 billion smartphones in use, of which almost
half were in Asia Pacific. Going forward, new smartphone connections will largely come from
the Asia-Pacific region, with just under 900 million new smartphones expected in the region in
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the period out to 2017. The Discoverer segment includes markets mainly found in Southern Asia
and Africa where unique subscriber penetration still stands on average at only one third of the
mass populace. Unique user growth of usage in recent years has been very strong, with this
segment showing the very high growth rate of any segment at 15% over the last five years.
However, only one in three people had subscribed to a mobile service.
According to Best Practices: Social media and sports communication, nine ways are identified
through which businesses use social media successfully; that is providing networking platforms,
using blogs and other social media tools to engage customers, giving information, using both
traditional and Internet-based promotional tools to engage customers, being outrageous,
providing exclusivity, designing products with talking points and consumers‟ desired self-images
in mind, supporting causes that are important to consumers and utilizing the power of stories
(Mangold and Faulds, 2009). Scholars say that it is important for an organization to define its
social media strategy and utilize these tactics to be successful in the social media environment.
2.4.7 Social Media and Sports
The use of social media by professional sports teams is increasingly rapidly. Many teams the
world over are gradually dedicating more of their time and resources to operate their social
media presence and to connect with stakeholders. To add to this, majority of all sports teams‟
websites now inculcate links to their respective pages for Twitter, blogs, Facebook and
YouTube. This makes sense because brands rely heavily on a fan following, so it is essential to
understand what media fans really need. The digital media outlets outlined provide efficient
means for sports organizations to facilitate fan interaction and commentary of their brand due to
low entry costs and large fan populations present. Rothschild (2011) found that there is a rise in
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social media being used in the sports and entertainment industry resulting in the decline of
traditional communication methods. He also took an online survey of sports and entertainment
venue managers to understand their perceptions of social media and their predictions of it in
sport and entertainment facilities. Rothschild (2011) found that a strategic social media approach
has become gradually important in sports and entertainment venues, in addition to the need for
more resources to be dedicated to these digital efforts.
2.4.7 Social Media, Trade and Gender
A research conducted on the role, economic impact and significance of websites and social
media on small businesses by investigating the benefits derived from Internet use for small
businesses operating in the mountain region of Maine in the USA was conducted in 2015. A case
study methodology was used based on semi-structured interviews with the owners of five small
businesses and two surveys sent to about three hundred small businesses in the region and later
narrowed down to 26 businesses. The social media used was Facebook and Twitter. The surveys
examined their attitudes towards social media and internet in that region. According to this study,
though social media had its benefits, it also presented challenges for small businesses as many
men and women were not technologically savvy and knew very little about social media.
Findings of the study also indicated that though the small businesses were aware of the large
impact internet and social media had on their businesses, over only about 46 percent or moderate
(50 percent) thought it provided impact and that they did not have the time, money or expertise
to reach their target markets in this way (Jones, Borgman, & Ulusoy, 2015).
Findings also indicated that some positive results of the website and social media had been by
observed by businesses employing the use of these tools with some recording increase in
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enquiries and bookings. It also chalked a huge success in attracting customers from all over the
world at a relatively lower or no cost compared to traditional media thereby making social media
sites and web pages play a very important role in the success of businesses today (Jones,
Borgman, & Ulusoy, 2015).
Another finding was that sales increased and repeat sales could be created through the use of the
internet as customers search their smart phones or other mobile devices to get information. This
was because the web and social media tools built better and more effective relations with
customers. It was also discovered that the small business men and women faced several
constraints in the maintenance of web and social media presence because it required both time
and knowledge. Therefore it was evident that improved use of the internet and social media
individually and collaboratively could be of great benefit to the businesses and that there is a role
for training and consulting to help these businesses overcome their lack of knowledge and
resources. (Jones, Borgman, & Ulusoy, 2015).
Additionally, studies have shown that using social constructivism, the ICT workplace with the
female and male identity is as a result of the society in which we live mainly because ICT and
technology have always been seen as dominated by males because of traits such as
competitiveness, self-sufficiency and technical ability (Busch & Richards, 2013). In another
related research, it was established that young adults use mobile phones largely and have more
intentions of using mobile phone services than older people. Also it was established that attitudes
in general towards technology differ in females and males even in developed countries (Lee &
Lee, 2010).
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The use of information and communication technology (ICT) and access to it are interwoven
with gender gap and socio-cultural issues but with a wider gender gap in developing countries
which can be attributed to social and cultural values. This may also be that historically IT has
been seen as a male dominated field (Moghaddam, 2010).
There is an unequal participation of men and women in different aspects of the production, use
and ways in which ICT is used with new technologies possessing the potential to positively
challenge gender inequalities. A number of factors including culture, class, age, religion,
structures, race and ethnicity have significant implication on the participation, creation and use
of social media applications by women (Oleksy, Just, & Zapedowska-Kling, 2012).
2.5 Theoretical Framework
The theoretical framework for this study was based on the Technology Acceptance Model
(TAM) by Davis (1989) which theorizes that the acceptance level of any technology is
inadvertently affected by the user‟s perception of ease of use and usefulness (Azjen and Fishbein
1980). They also suggest that user adoption of a new technology is determined by the user‟s
intention to use the technology which in turn determines the user‟s beliefs about the technology.
TAM increases perceived usefulness (PU) and increased Behavioural intention (BI) which result
in a higher margin of technology acceptance (Wu & Wang, 2005).
The assumptions of this theory are:
Perceived Usefulness (PU) which is the degree to which a person believes that using a particular
system would enhance his or her job performance; Perceived Ease-of-Use (PEOU) which is the
degree to which a person believes that using a particular system would be free from effort
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(Davis 1989); Attitude (A) which is the individual's positive or negative feeling about
performing the target behaviour (e.g., using a particular media) and Behavioral Intention (BI)
which is the degree to which a person has formulated conscious plans to perform or not perform
some specified future behaviour.
In this study, TAM was used to measure the extent of the adoption of the mobile phone and
WhatsApp and Viber for transacting small scale business by market women at the
Sekondi/Takoradi markets.
The study was based on the assumptions of the constructs/concepts of TAM and these are:
Perceived Usefulness (PU) – investigate the extent to which Sekondi/Takoradi market women
believe that WhatsApp and Viber would enhance their trade or lifestyle.
Perceived Ease of Use (PEU) – investigate the extent to which Sekondi/Takoradi market women
believe that WhatsApp and Viber would be difficult or not to use and therefore use them.
Attitude – the market women‟s‟ negative or positive feeling about using WhatsApp and/or Viber.
Behavioural Intention (BI) – how market women in Sekondi/Takoradi metropolis have planned
consciously to use WhatsApp and/or Viber.
2.6 Summary of Reviewed Studies
From the studies discussed, very little literature focused on the use of social media on the
lifestyle and trading activities of categories of people working in the agricultural, fishing or trade
industry. In most studies however, the use of social media among teens, businesses, media and
education are evident. Studies that were reviewed rather focused on the mobile phone usage
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among market women and in trade and very few focused on the use of social media among this
category. The chapter examined related studies and theories associated with the research.
Studies on various sectors such as sports, trade, business, users, continents and its impact were
discussed in the chapter. The chapter also examined the gaps in the literature reviewed and how
the studies has filled in the gaps. The use of social media in terms of gender was also discussed.
The next chapter discusses the methodological underpinnings of this study.
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CHAPTER THREE
RESEARCH METHODOLOGY
3.1 Overview
Moving forward from the previous chapter which delved into the review of pertinent literature on
social media and the theoretical underpinnings of this study, this chapter explains the
methodological considerations and research design adopted in conducting the study on the use of
social media among market women in Sekondi/Takoradi. The chapter discusses the research
design population, gathering the data, sample size, data collection procedure and analysis of data
for the research. The research instruments and sampling procedure are also discussed. The
methodology would be the methods and the processes by which data would be collected and
analyzed.
3.2 Research Design
This research is a descriptive and explanative study; it was aimed at obtaining information from
market women in Sekondi/Takoradi on the use of social media specifically WhatsApp and Viber,
the extent to which social media was used, whether its use or absence of use presented any
impact on their trade and lifestyles as well. It also set out to explain how and why they use or do
not use WhatsApp and Viber and how many of them use social media in their trade and other
business activities as well as its influence on their trade. For the purpose of obtaining answers to
the objectives of the study, the mixed method research methodology was adopted mainly because
of the description of how many, how and why social media was being used by the market
women.
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3.2.1 Study Settings
Ghana is located in the West African Coast bordered by the Gulf of Guinea between Cote
d‟Ivoire and Togo. It has a tropical climate, a population of approximately 27 million and a total
area of 238, 535 square kilometers (Ghana Statistical Service, 2014).
The Western Region covers an approximate area of 23,921 sq.km, which is about 10 per cent of
Ghana‟s total land area. The regional capital, Sekondi, as well as the harbour and industrial city
of Takoradi, constitute the twin city of Sekondi-Takoradi, and are located in the Shama-Ahanta
East metropolis. These two districts have major mining and manufacturing industries such as
wood-processing and metalwork foundries, which require both intensive labour and technical
personnel. The rest of the districts are predominantly rural.
The Western Region is one of the most economically strong regions in the country. Both
agriculture and industry feature prominent activities, and this in turn influence the demographic
complexities of the various districts. Currently, the region‟s population is estimated to be at
2,376,021. The female population aged 12 years and above who own mobile phones in the region
were 327,916 with 24,991 out of them forming those who own mobile phones in agricultural
household heads (Ghana Statistical Service, 2013)
Agriculture excluding, fishing remains the biggest industrial activity in the region employing
more than 50 per cent of workers in all the districts except Jomoro (46.4%), Shama-Ahanta East
(14.5%) and Wassa West (45.8%)(Ghana Districts: Western region, 2015)
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Demographic data suggests that 8 out of the 11 districts have a higher proportion of males than
females. Three of the districts have higher proportions of females namely Shama-Ahanta East
(50.5%), Bibiani-Anhwiaso- Bekwai (50.9%) and Ahanta West (51.6%). These three districts
also have high percentage of economically active people engaged in wholesale and retail trade,
which is a major preserve of women in the country. The age-structure of all the districts depicts
the same pattern of a high proportion of persons between ages 0-10, and this value falls as age
increases. (Ghana Districts: Western region, 2015)
The Western Region initially covered present day Western and Central Regions, and was known
as the Western Province, with its capital in Cape Coast, until the country became a republic in
1960. The Region, as presently constituted, became a separate administration in July 1960, with
Sekondi serving as its first capital, when the Central Region was carved out of the erstwhile
province. Present day urbanized settings have made Sekondi and Takoradi one big metropolis.
Females constitute 49.2 per cent of the region‟s population, translating into a high sex ratio
(males to 100 females) of 103.4. The high level of male migration into the region in search of
jobs mainly in mining and agriculture could account for this excess of males over females. While
there are more males found in the farming and mining areas of Sefwi and Wassa, there are more
females in the Sekondi-Takoradi metropolitan area, a totally urban district. This development
could be due to trading and other commercial activities, in which females are known to be more
actively involved than males nationwide. In most of the districts (8 out 11), there are more males
than females. Shama-Ahanta East and Ahanta West are two districts where trading, which is
undertaken mainly by women, is very intense. (Ghana Statistical Service, 2015)
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The market women work under the association form of management with each particular
foodstuff or type of item sold having a leader or „queen‟ thus there are various leaders at
different levels. Also, there are particular days on which these women operate. E.g.: on
Tuesdays, the fishmongers in the market do not go the market. The market is under the Shama
Ahanta East Metropolitan Assembly jurisdiction (SAEMA).
3.2.2 Research Approach
Research approach is a way to systematically solve the research problem. It may be understood
as a science of studying how research is done scientifically. From Cresswell (2013), there are
several classifications of research methods, but the most trending are quantitative, qualitative and
mixed-method approaches or strategies.
3.2.2.1 The Quantitative Method Approach
The quantitative approach is a highly structured research methodology that is used for testing
objective theories by examining how variables of the phenomenon relate (Creswell, 2013). In
order to ensure reliability, generalizability and replication of research findings, quantitative
researchers follow strictly, from start to finish, the deductive procedures of the methodology
(Chen, 2011). It is characterized by positivism, objectivity, scientific methods and experiments
and data is collected in the form of numbers using predetermined instruments (Creswell, 2012).
According to Johnson and Onwuegbuzie (2004), quantitative research is focused mainly on
deducing, confirming, testing of hypothesis and theories, explaining, predicting and analyzing
statistics. Researchers using this approach employ inquiry strategies such as experiments and
surveys, and are involved in what is being research, and do not bring their own personal interests
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and values into the research. The quantitative approach is suitable for phenomena where
variables are clearly defined and the phenomena, although very complex, can be broken down
and quantified (Chen, 2011).
3.2.2.2 Qualitative Research Method Approach
Corbin and Strauss (2008) define qualitative research as one that finds answers to research
questions without employing any statistical procedures. The qualitative approach is appropriate
for exploring and understanding the meanings that individuals or groups give to a phenomena as
well as obtain details such as feelings, thoughts, processes and emotions that participants of a
research ascribe to a phenomena which otherwise may be difficult to obtain by the other research
methodologies (Corbin & Strauss, 2008; Creswell, 2013). The researcher conducts his research
in a natural setting and collects textual data through interviews, observation, and document
analysis using strategies of inquiry such as action research, grounded theory, ethnography and
case study (Creswell, 2012). Qualitative research is also characterized by subjectivity, that is, the
data collected for the purpose of the research directly involves the skills of the researcher and the
findings of the research is also influenced by the interpretations of the researcher (Johnson and
Onwuegbuzie, 2004)
3.2.2.3 The Mixed-Method Approach
Mixed method research, as defined by Johnson & Onwuegbuzie (2004), is a class of research
where the researcher combines the qualitative and quantitative research techniques, methods,
approaches and strategies into a single study. According to them, when researchers gain a deep
understanding of the strengths and weaknesses of the qualitative or quantitative approaches, they
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can be able to combine these approaches effectively so as to result in complementary strengths
and no overlapping of weaknesses. Cronholm and Hjalmarsson (2011) note that this approach is
aimed at obtaining findings that are more trustworthy and this is complemented by the fact that
the acknowledgement of the combination of qualitative and quantitative approaches is to provide
a more wholistic understanding of a phenomena than either of the approaches. The inquiry
assumption behind this mixed method approach is based on the fact that collecting both numeric
and textual data, either simultaneously or sequentially will best provide understanding to the
research problem (Creswell, 2013; Kaplan & Duchon, 1988).
3.2.2.4 The Choice of Method for the Study
This study employs the use of a mixed-method approach since the purpose of this research is to
gain a detailed understanding of the phenomenon understudy to ensure reliability,
generalizability and replication of the research findings of this study (Creswell, 2013). Hence
adopting the mixed method allowed the researcher to gain detailed understanding, thus making
the findings of this study to be generalizable.
3.2.3 Research Population
The study population comprised all the market women from the central markets of Sekondi and
Takoradi, specifically Market Circle and Sekondi markets. The workforce involved in trade and
commerce in Takoradi is estimated to be about 25,000 (Ghana Statistical Service, 2015).
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3.2.4 Sample Selection and Sample Size for the Study
According to Neuman (2011), sampling, like random assignment is a process of systematically
selecting cases for inclusion in a research project. A researcher uses a set of cases (elements) or
samples, which are more manageable and cost effective to work with than a pool of all the cases
(Zikmund, 2003). Sampling therefore cuts costs, reduces labour requirements and quickly
gathers vital information. A sample is a small part of something intended as the representative
of a whole. Sampling is that part of statistical practice concerned with the selection of an
unbiased or random subset of individual observations within a population of individuals intended
to yield some knowledge about the population of concern, especially for the purposes of making
predictions based on the sample frame (Creswell, 2009).
A sampling frame of 1,800 was ascertained from the Sekondi/Takoradi Ahanta East
Metropolitan Assembly, with Market Circle having a population of 1200 market women into
wholesale, retailing and petty trading while Sekondi Market recorded 600 market women. The
Krejce and Morgan (1970) table was then used to calculate a sample size of 317 for the study. A
random sampling technique which is a non-probability sampling technique was adopted in the
administration of the questionnaires to the market women. A total number of 317 women were
sampled from each of the four categories of market women below: wholesalers of goods and
foodstuffs; wholesale retailers who sell goods and foodstuffs in bulk; retailers who sell directly
to customers or in smaller quantities and petty traders and street hawkers. For the qualitative data
which were interviews, a total number of twenty (20) women were selected through the snowball
sampling technique and interviewed.
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3.2.5 Data Analysis Procedure
Data collected were analyzed at different levels. For the qualitative data themes, such as events,
issues and resolution of issues were identified and data was organized according to these themes
(Elbana, 2013). Interviews, field notes and observations recorded during the data collection
stage, were read thoroughly, over and over again, in order to develop a clear connection between
and among concepts and themes. Also, the survey data was coded and entered in the Statistical
Package for Social Science (SPSS version 20.0) and analysed the outcome presented in
frequency tables and charts (Vila & Kuster, 2011).
3.3 Data Collection Procedure
The choice of methodology influenced the data collection process. Due to the fact that the study
employed a mixed-method approach, using a random sampling technique, the quantitative part of
the study collected data through survey that is using questionnaires. The questionnaires included
both close-ended and open-ended questions. A survey is defined as a research strategy that
encompasses any measurement procedure that involves asking questions of respondents (Powell
& Connaway, 2004).
The qualitative part of this study employed the use of data triangulation which means data for
this research was collected from multiple sources including document analysis, informal
discussions, observations and semi-structured interviews. Face-to-face interviews were
conducted with market women who are significantly involved in the use of social media. A semi-
structured set of interview guide, designed based on the research purpose and questions of this
study, was used to conduct the interview, so as to identify the various concepts and themes that
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are related to this study. Each interview lasted about 15 minutes and was recorded on tape after
gaining the consent of the participants. Other relevant data is also gathered through informal
discussions with informants and document analysis. Document analysis involved the study of
current employment and statistical data available on the Internet and official Ghanaian
government web sites.
3.4 Research Methodological Issues
3.4.1 Ethical Considerations
Ethics were observed in the conduct of this research. Ethics are the codes and standards that the
researcher must put up with in the course of the research (Fisher, 2010). There is the need to
protect research respondents from any harm that may arise (Creswell, 2009; Fisher, 2010). For
ethical considerations, an introductory letter from the department to show that the researcher is a
student of University of Ghana was obtained. The purpose of the research, possible findings and
how they may be of benefit to the unit were discussed with the market women for them to give
their consent before interviews. Furthermore, respondents‟ consents were also sought before the
data was collected and they were assured with a declaration on top of the questionnaire that the
collected data will be for academic purposes only.
3.4.2 Research Validity
A research is said to be reliable when the researcher makes sure that the method of data
gathering leads to consistent results whiles the validity of a research depends on how accurate
the research was conducted (Maylor & Blackmon, 2005). The researcher understands that the
subjective position adopted by him/her to answer research question can lead to unrecognized bias
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to produce less dependable results (Maylor and Blackmon, 2005). Responses from respondents
can also be bias due to some pressure experienced at the time of the interview; it can be time
pressure or any personal disturbances to the respondent at that particular moment. The
researcher, faced with this possibility of biases, focused on conducting a high quality research,
and carefully designed her questionnaire ensuring that data collection and analysis process was
tactful to ensure minimum biases and to ensure reliability. This process also ensures that the
research would be conducted accurately hence ensuring the validity of the research outcome.
3.5 Chapter Summary
This chapter basically explained the methodological framework that underpins the study and
outlined the research method used to answer the research questions posed at the beginning of the
study. The chapter also discussed the selection of sample for the study, data collection, analysis
procedures, ethical considerations and research validity.
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CHAPTER FOUR
FINDINGS, ANALYSIS AND DISCUSSION
4.1 Overview
The purpose of this research is to understand why and how many market women use social
media and its impact on their trading activities and lifestyles. The previous chapter presented
methodological approaches in conducting the study as well as the research methodology, study
settings, data collection procedures, sample collection methods, data analysis and ethical
considerations of the research. This chapter presents the findings, analysis and discussions of the
study in relation to the research questions outlined in Chapter One and as follows; the extent of
WhatsApp and Viber use among market women; the influence of social media on the trading
activities of market women and how social media can be used more profitably to enhance the
trading activities of market women.
4.2 Response rate
Errors were checked and corrected at each of the variable scores that were out of the accepted
range in an attempt to avoid data incongruence (Pallant, 2011). In effect a total of three hundred
and seventeen (317) sets of questionnaire were used in the analysis after data screening and
cleaning.
4.3 Demographic profile of respondents
This section discusses the demographic profile of the sampled respondents who took part in the
study. They have been profiled according to their gender, age, educational qualification. This
information is summarized in table 4.1 below.
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Table 4.1 Demographic Characteristics of Respondents
Characteristic (Sex) Respondents %
Female 317 100
Total 317 100
Source: Field Work, October 2015
Out of the three hundred and seventeen (317) valid questionnaires were obtained from market
women in Sekondi/ Takoradi market signifying 92.7% percent of the total number of respondents
used for this study.
Table 4.2 Demographic Characteristics of Respondents
Age Group Frequency Percent Valid Percent Cumulative
Percent
Valid
25-30 years 6 1.9 1.9 1.9
31 - 40 years 35 11.0 11.0 12.9
41- 50 years 163 51.4 51.4 64.4
Above 50 years 113 35.6 35.6 100.0
Total 317 100.0 100.0
Source: Field Work, October 2015
Table 4.2 above indicates the ages of the respondents that took part in the study. The results
show that most of the respondents (51.4 percent) were within the ages of 41 to 50 followed by
those above the age of 50 years (35.6 percent) and 31 to 40 (11.0 percent). The lowest numbers
of respondents were those in the 25 to 30 years group (1.9 percent). The majority of the market
women were between the ages of 41-50 years making them almost two–thirds out of the number
of the respondents.
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Table 4.3 Demographic Characteristics of Respondents
Educational Levels of
Respondents
Frequency Percent Valid Percent Cumulative
Percent
Valid
No education 29 9.1 9.6 9.6
Junior High School 144 45.5 47.6 57.2
Senior High School 65 20.5 21.5 78.7
Vocational 64 20.2 21.3 100.0
Total 302 95.3 100.0
Missing 66 15 4.7
Total 317 100.0
Source: Field Work, October 2015
With respect to the educational or academic levels of the respondents who took part in the study,
majority of them had had Junior High school level education, representing a percentage of 47.6
(Middle school, Form 4 and JHS were considered to be one category because of the level of
education it is measured in present day; i.e. Middle School and Form 4 is similar to present day
Junior High School thereby Junior High School represented all those who responded to Middle
School and Form 4 respectively).
This was followed by those at the Senior High School level signifying 21.5 percent, the next
were market women with vocational level qualification (21.3 percent) followed by those without
education at 9.6 percent.
Based on this analysis, 47.6% representing almost half of the respondents had received some
basic and junior high education, making them the majority of the respondents. Less than tenth
(9.6%) of the respondents had no education. Table 4.4 below is a cross tabulation showing
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correlation between the levels of education and adoption of new media technology by market
women at the Sekondi/Takoradi markets.
Table 4.4 Cross tabulation of educational level of respondents and use of WhatsApp
Source: Field Work, October 2015
With respect to educational levels of respondents and their use of WhatsApp, it was recorded that
those with junior high school had the highest number of respondents who used WhatsApp with
only 35 respondents, followed by Vocational with a number of 50 and those with Senior high
school education who were 42. The least number were those with no education at 7. This clearly
showed that those with some level of education showed a greater interest and did use the
application. It therefore stands out logically that this group of social media application users
amongst market women in the Sekondi/Takoradi markets are very promising and competitive in
transacting small scale businesses, due to the technological potentials and advantages of the
internet as a tool for transacting business. This finding is deeply interplayed with the concepts of
the Technology Acceptance Model of Davis (1989).
Educational Levels of Market Women Use of WhatsApp on
phone
Total
Yes No
No education 7 22 29
Junior High
School
35 109 144
Senior High
School
23 42 65
Vocational 14 50 64
Total 79 223 302
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Table 4.5 Cross tabulation of educational level of respondents and use of Viber
Use of Viber on
phone
Total
Yes No
Educational levels of
market women
No education 7 22 29
Junior High
School
36 108 144
Senior High
School
21 44 65
Vocational 20 44 64
Total 84 218 302
Source: Field Work, October 2015
With respect to educational levels of respondents and their use of Viber, it was recorded that
those with junior high school had the highest number of respondents who did not use Viber with
36 respondents and followed by Senior High School with a number of 21 and those with
vocational school education who were 20. The least number were those with no education at 7.
This also confirms the readiness of those with education corresponding to the use of Viber.
4.3.1 Analysis of Data in Relation to Research Objective One and Research
Question One: Preferred Mode of Communication
More than two thirds of the respondents preferred communicating with their customers and
suppliers through mobile phone calls (82%), followed by less than one-third of the respondents
which represented 16.1% who preferred communicating through face to face conversations. The
smallest majority were those who preferred to communicate through WhatsApp or Viber
representing 1.9%.
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Figure 4.1 Preferred mode of communication with customers and suppliers
Source: Field Work, October 2015
4.3.2 Reasons and Implications for the Preferred Choice of Communication
Based on the answers to this open-ended question which were transcribed into themes, the
majority of the respondents preferred their choices mainly because it saved them a lot of time
and provided more convenience representing almost two thirds of the number of respondents
(53.9%). The next highest reason was to save energy and build relationships constituting 31.5%
of the respondents that is less than half of the population. The least number of women were those
that stated their preferred choice enabled faster transactions for them constituting 14.5%. It must
also be noted that the respondents mainly gave both face to face conversations and mobile phone
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conversations as their preferred choice of communication because of their preference in dealing
with customers face to face due to the African nature of communication which is part of the
African culture. The mobile phone is preferred especially when customers are from afar or have
been asked to be contacted in case of any major purchase or arrival of goods and services. This
goes to show that the African market woman is ready to embrace the further use of the mobile
phone if educated accordingly on its use apart from the traditional making and receiving of calls.
Figure 4.2 Stated reasons for preferred choice (themes)
Source: Field Work, October 2015
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4.3.3 Impact of WhatsApp or Viber on trading activities
4.3.3.1 Ownership of mobile phone
A large number of more than three quarters of the respondents owned mobile phones (97.8%).
This showed a considerable number of respondents using mobile phones as against only 2.2%
who did not own mobile phones due to various reasons.
Figure 4.3 Mobile Phone Ownership
Source: Field Work, October 2015
From the evidence above, it is clearly seen that the small scale business has also embraced the
current technology by also owning and using the mobile phone in their transactions. Aside the
ownership, data also gathered showed quite a number of them used it in their trading activities.
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This implies that with the proper education and training, the mobile phone in the hands of the
market woman can be used to do much more in the use of social media.
4.3.3.2 Knowledge Level of WhatsApp
More than three quarters of the respondents had knowledge about or had heard about WhatsApp
representing 92.7% while 7.3% had no knowledge about WhatsApp.
Figure 4.4 Knowledge Levels of the Market Women about WhatsApp
Source: Field Work, October 2015
Knowledge levels of Whatsapp are quite high with 92.7% having heard or knowing about
WhatsApp which means that if they get to know the additional benefits and impact of just not
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knowing but also knowing how to use the application, it would also be readily embraced or
accepted by them.
4.3.3.3 Analysis of Data Regarding Research Objective Two and Research
Question Two: Use of WhatsApp and Viber in Trading
Almost three quarters of the respondents (95.3%) did not use WhatsApp nor Viber in their
trading activities compared to 4.7% who did use them in their trade. This is shown in the table
below:
Table 4.6 Use of WhatsApp or Viber in trading activities
Usage Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Valid Yes 15 4.7 100.0 100.0
No 302 95.3
Total 317 100.0
Source: Field Work, October 2015
The low patronage of WhatsApp and Viber in the trading activities of the market women shows that they
do not see the perceived ease of use of the application hence their exclusion of the applications in their
daily activities. Though most of them own phones that have these applications already preinstalled or
installed by their children or younger siblings, they do not use it at all. Only a small number of them do.
4.3.3.4 Frequency of use of WhatsApp in Trading Activities
From the table, less than half of the market women did not use WhatsApp much in their trading
activities representing 42.9 % of the respondents while 21.4 % hardly used WhatsApp in their
trade.
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Figure 4.5 Frequency of use of WhatsApp in trading activities
Source: Field Work, October 2015
4.3.3.5 Frequency of use of Viber in trading activities
Less than two thirds of the respondents used Viber in their trading activities representing 25% of
the number of respondents while more than half (75%) hardly used Viber in their trade.
Respondents who answered not often used Viber about three times a week or when they received
a call on it or a client asked them to contact them through that medium. Those who hardly used
Viber only used Viber about only once or twice a month.
Figure 4 6. Frequency of use of Viber in trading activities
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Source: Field Work, October 2015
4.3.3.6 Importance of WhatsApp and Viber in trade
The findings established that 4.7% of the respondents considered WhatsApp and Viber important
in their trading activities while a greater majority (95.3%) did not consider it important in their
trade.
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Table 4.7 Importance of Whatsapp and Viber in trading activities
Importance of WhatsApp and Viber in trading activities
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Yes 15 4.7 100.0 100.0
No 302 95.3
Total 317 100.0
Source: Field Work, October 2015
4.3.3.7 Reasons for using WhatsApp and Viber in trade
More than half (73.3%) considered the WhatsApp and Viber important in trade because it
provided a mode of easier communication with their suppliers and customers, while 13.3% of the
total number of respondents chose WhatsApp and Viber because it provided access to many
customers at a time and the remaining 13.3% considered it as time saving.
(These percentages only reflect out of the total number of respondents who use WhatsApp and
Viber in their trade and not the total sample size).
Figure 4.7 Importance of WhatsApp and Viber in trade (reasons)
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Source: Field Work, October 2015
4.4 Analysis of Data Regarding Research Objective Two and Research
Question Two: Influence of Social Media Use on Trading Activities
Social media in whichever aspect including trading has been rated as one of the most tangible
sources of growth and sustainability providing diverse means of communication. Social media
influences the trading activities of market women in Sekondi-Takoradi in diverse ways. These
include convenience, easy communication, time saving strategy and increased efficiency.
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4.4.1 Convenience
Based on the findings, it was discovered that the market women who used social media
specifically WhatsApp and/or Viber considered these instant messaging applications a more
convenient way of communicating with their suppliers and customers. The market women
stressed on the fact that WhatsApp solved their problems of going all the way to their suppliers
place to check if their goods were ready and likewise informing a customer when their requested
product is in stock.
According to Auntie May, a seller of cloth and tie and dye:
“I always check on WhatsApp to make enquiries about next stock and also
inform my customers when their materials are ready. It is much easier than
being told to ’ko na bra’ (go and come) by my suppliers”
Others also enjoy the prospect of not having to move around too much or be delayed or stopped
by characteristics such as bad weather or when they are indisposed.
“I realize the importance of WhatsApp when I could not make it to my store one
day because of a very heavy rainstorm when my store was supposed to be
restocked. I only had to inform the agent to leave my goods with my next
cosmetics seller without passing through the rain”
Others also find it convenient that they can be checking up on their goods more often that they
could before in the past when they had to be calling or going to the suppliers. Also, others found
their convenience in being able to attend to their customers and showing them samples of their
products before purchases is being done and sometimes payment made through Mobile Money
or by someone delegated to pay in the absence of the customer.
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Akua, a wig seller:
“I am able to show my customers what I have in stock and sometimes they make
their choice on WhatsApp so I reserve it for them before they come to the market
and pay…everything is koko (easy) now koraa”
Other authors have found that convenience is a contributing factor which influences
people to adopt social media in their business process or activities. This is also evident
in the area of trade as seen in the above analysis. The above discussion is in line with
literature as Boateng (2012) as found in his study on market women and mobile phones
that some market women adopt the use of mobile phone in their trading activities due to
how convenient it is.
4.4.2 Easy Communication
Communication has been described as the means or mode of transferring or sending information
from one party to the other. In the event of sending information, it is imperative that the process
of sending and receiving would be of benefit to both parties and the message clearly understood.
It is in this regard that the number of market women who use WhatsApp and/or Viber consider it
as a medium for making communication easier. It is considered as removing barriers of
unavailability of persons and no information gained from it.
Mary, seller of school uniforms state:
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“I don’t have to have the person in front of me in order for me to know or get
the necessary measurements anymore. These details can be sent to me through
WhatsApp and I will just put it aside for the customer.
In the past, the only way for some traders was to either wait for the customer to come to purchase
or call the supplier which had its own share of no call credit or inability to send repeat messages
or be able to reply through text messages as this was very costly to them. WhatsApp and or
Viber has been able to solve this challenge easily.
Auntie Rufi, a popular seller of shoes and bags state:
“I used to send messages and call and this cost me money. What I like about
WhatsApp is the ability for me to even know whether the person has read or
received my messages. Am very happy my children taught me this feature…now
no one can lie anymore”
The few that use Viber enjoy the idea of being able to call a contact or friend without having to
use their credit, a feature also shared by WhatsApp now through WhatsApp Call (though Viber is
an app specially featuring in calls mainly before messages). This acts as a decoy or alternative to
whenever there is no call credit.
“Now if I don’t have credit, it is not so much a problem as before. I can still talk
to my friends, customers and suppliers who also use WhatsApp”
Studies conducted on the importance of social media have shown that social media serves as an
important tool for easier communication.
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4.4.3 Time Saving
From the findings, it was discovered that WhatsApp and/or Viber was seen as very timely when
it came to transactions that had to do with long distances or required long processes in order for
the trade to be completed. This mostly had to with foodstuffs or beauty products that went across
the border of Ghana or outside Sekondi-Takoradi and its environs.
Senyiwaa, a seller of yams:
“Before, I had to call or travel all the way to the North for the yams but since I
forced myself to learn the WhatsApp some, I am able to save travel time and get a
car to send them to me or know which days they would be delivered”
Another, Auntie Posh, a seller of cosmetics:
“The nature of my work involves travelling sometimes to Accra or Abidjan for the
products I sell. There was one time I travelled all the way there just to realize they
didn’t have all of my goods. So I took one of the agent’s numbers and now
everything is done on WhatsApp and I don’t have to waste time nor money again
on fruitless travels.
Dzifa who sells, spices and seasoning cubes and rice:
“Time is of the essence to me a lot in the line of my job and for me, using
WhatsApp helps me achieve this. Sometimes when my goods are finishing, I call
my suppliers and they bring it even when am selling so I don’t have to stop or lose
any customers because of that”
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According to Boateng (2012), saving time is the main reason why most market women adopted
the use of the mobile phone in their trading activities and this has been also realized in the study
of the use of social media.
4.4.4 Increased Efficiency
Based on the findings, it can be clearly seen that efficiency is number one for every market
woman in her trading activities; the aim of making more money or raising more profit, or getting
sales done, getting more customers and satisfying their needs are some things that are of prime
importance to the market women.
“Each day I set a target for myself and if I am able to meet it, I am satisfied. In
this cold store business, always been on top is prime and that’s why I employ all
methods of communication to keep it going, from calls, texts to WhatsApp”
Another said trade had been boosted since she started using WhatsApp:
“I sell laces and other materials, I am able to send pictures of my goods to my
customers who then show it to their friends who need any of my products and
through this my network of customers are expanding daily. WhatsApp has really
helped me in my work”.
Another mentioned the ability of WhatsApp to help send pictures, audios and videos as very
ideal for trade:
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“At first describing my products to my customers on phone especially when it
came to colours was proving difficult, but WhatsApp has helped me more by
enabling me send pictures to help with the descriptions”
4.5 Analysis of Data in Respect of Research Objective Two and Research
Question Two: Social Media Be Used More Profitably by Market Women
For social media to be used more profitably by market women there are a number of factors that
need to be addressed first. The findings of the study indicated that, majority of the market
women were not using social media or WhatsApp or Viber specifically due to the factors of
education and lack of technological know-how.
4.5.1 Educational background
From the quantitative finding, majority of the women had middle school educational background
compared to those with a slightly higher education (mostly Senior High school or Vocational)
had an advantage to those that did not. This was directly proportional (though not necessarily) to
their current use or ability and willingness to use WhatsApp or Viber in their trading activities
Maa Ekua, a fishmonger who had no education said
“I don’t have time for these WhatsApp, WhatsApp, seeing the person face to face
or hearing the voice is enough for me, I want to deal with a real human being and
not a phone or someone I cannot see”
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Another said
“I had no education oo, my daughter, so I don’t know how to operate these phones
of yours that have come nowadays”
Compared to those with a bit of higher education who did not have smartphones, the eagerness to
use social media was only rendered impossible or truncated by their inability to operate their
phones in the avenue of instant messaging.
“If I get someone to teach me how to use WhatsApp or Viber, I will use it, only if
it would help me in my trade, I will gladly use it”
This goes to show that when the market women are duly educated, the number of users of social
media in this case, WhatsApp or Viber could also see some increase.
4.5.2 Lack of technological know-how
Another interesting finding was that some who used WhatsApp some time back or had stopped
using them. The regular update of WhatsApp makes it not user friendly some of the market
women, since they find it difficult to update.
A trader indicated that;
“My WhatsApp just stopped working and it has been asking for updates and I
cannot do it and going to give it to somebody is very difficult”
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4.6 Chapter Summary
This chapter presented, analyzed and discussed the findings of this study. The findings were
presented in two parts. The first section was the quantitative findings which discussed the
demographic profile of the respondents; it also discussed the preferred mode of communication,
the reason for the preferred mode of communication and the impact of WhatsApp and Viber on
the trading activities of market women. The second section presented the qualitative findings by
analyzing and discussing the influence of the social medial on trading. Some of the emergent
themes were, convenience, easy communication, time saving and increased efficiency. It further
elaborated on how social media can be used to influence their life style. The chapter ended with a
summary.
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CHAPTER FIVE
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
5.1 Overview
The previous chapter discussed the analysis of the findings of the study and addressed the
research questions in relation to the literature findings as well. This chapter presents the
summary of the study, discusses the research implications and offers recommendations. It would
also address the limitations of the research and the conclusions of the whole study.
5.2 Key Research Findings
5.2.1 Findings in Relation to Research Question One & Objective One
Out of the 317 respondents, the highest age category of the respondents were from between the
ages of 40-50 years, (163 respondents) followed by those who were above 50 years (113
respondents). The minority were those from the ages of 25-40 years who were 41.
With respect to their educational backgrounds, majority of the respondents held a middle school
certificate or what is referred to as now as Junior High School certificates. Only 65 respondents
had attended Senior High School and 29 of them had never attended school. Some observations
were made during the research which eventually led to some recommendations and final
conclusions.
Ownership of mobile phones of the market women stood at 310 women responding to owning a
phone and only 7 not possessing any phones. Out of these, 215 of them did not use Whatsapp
and 21 did. Also only 15 respondents used WhatsApp and Viber in their trading activities while a
large number of them did not (302 respondents).
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5.2.2 Findings in Relation to Research Question Two & Objective Two
Checking on orders made and relaying information on products in stock have been made easier
by the use of these instant messaging applications. Respondents also denoted that the instant
messaging applications had provided a means of easier communication for them in their trade,
removing barriers of distance and non-availability of physical presence of key stakeholders in
their trade. Long waiting periods and cost associated with face to face conversations and dealings
and other transactions.
Regarding the preferred modes of communication of the market women, the highest number of
respondents (260 respondents) preferred to deal with their customers and suppliers through the
use of their mobile phones followed by face to face conversations (51 respondents). Only six
respondents preferred to use instant messaging as a means of communication. This was mainly
because they considered trading as a very active work which needs constant attention as
customers‟ troop in and troop from one seller to another hence their disregard for smartphones.
They considered mobile phone calls more feasible since they did not have to be staring at their
screens all the time in order to communicate. They also believed if they started using them, it
could drive their customers away because of the attention it required.
5.2.3 Findings Regarding Research Question Three & Objective Three
Those that used them did not use them often though actually acknowledged the impact and
economic advantage using social media platform would have for their trade. They largely
considered it as an easier mode of communication with their customers and suppliers as well as a
cheaper way of gaining access to a large number of customers and also saving time in the
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process. The prime concern of those who would not use these applications was their limitations
in regard to the sophisticated and complex use of the smart phones.
5.2.4 Additional Findings
Findings showed that due to majority of the market women‟s general low educational
background, WhatsApp and Viber favoured those with some significant amount of educational
background and exposure that is those that had either attended Senior High School or Vocational
School. Those with little or no educational backgrounds recorded no or low use or understanding
use of the two instant messaging applications. Findings from the study indicated that majority of
users of WhatsApp and Viber among market women used them because it provided a more
convenient way of communicating with their customers and suppliers.
In addition, being able to not necessarily move about, respondents also enjoyed the new mode of
communication that prevented delays and provided more information. Thus, in times when bad
weather or certain circumstances prevented any transactions from taking place in the past,
WhatsApp and Viber provided alternative modes of communication. Another finding of the
research was that majority of the market women who did not use WhatsApp or Viber considered
the use only for those „outside their generation‟ and therefore felt more at ease giving their
phones to either their children or siblings to use. This showed that the generational difference
showed the use and preference of smart phones by the younger generation who are more abreast
with current times than the older generation. This was also established with the age brackets of
those who used WhatsApp or Viber as against those that either used or had the willingness to use
these applications.
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5.3 Research Limitations
Every research work is expected to face some limitations and this study is no exception. Some
limitations identified during the research are as follows:
First, the timeframe for the research was a constraint as the time was limited for the research to
be carried out thoroughly. In spite of this, efforts were made to make the study as comprehensive
as possible.
Secondly, there was difficulty in accessing sufficient literature on social media and market
women in Africa especially in West Africa. Most of the literature found was on the use of mobile
phones in Africa and not on social media and these were qualitative in nature.
Also, the sample was drawn from only a small population of the market women in the capital
city of Sekondi/Takoradi and limited to the Market Circle and Sekondi markets and may not
represent the whole population in the city and also make it difficult to generalize for this study.
There are many markets in Ghana but the findings were limited to only two of them, both located
in the same area. Due to this, the study could not be generalized to the markets in the country.
5.4 Recommendations for Future Studies
The research focused on the extent of WhatsApp and Viber use among market women in
Sekondi/Takoradi generally. Based on the findings of the study that not many of them use these
two applications because of lack of education and know-how, it is recommended that some
periodic workshops or training programs be organized for the market women interested in using
the social media platform to widen their scope and use of the existing applications for their
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increasing target market. This system works with farmers where periodic workshops are held to
educate and throw more light on farming practices and latest technology.
Additionally, new applications can be developed to sensitize the peculiar needs of the market
women and which can inculcates simple commands including voice and Twi language for ease
of use by the women. These applications should not be complicated to use and should also be
user-friendly to the market women for taking orders from distant customers. Also, these
applications can be further exploited and developed to include simple accounting of monetary
transactions and daily sales the market women make.
Further research can therefore be conducted on the areas of interest of market women if any such
applications and training workshops are introduced. Further research can also be done on other
markets across Ghana or Africa.
5.5 Conclusions
This research set out to find out the extent to which WhatsApp and Viber is used among market
women in Sekondi/Takoradi. From the study, it can be concluded that mobile phone calls and
face to face conversations still remain the prime and preferred modes of communication for the
market women with their customers and suppliers. The study also indicates the willingness and
the readiness for some of the market women to use social media platforms as the world is now
heading in the direction of information, technology and communication.
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It can also be concluded that the educational background of these women, contribute in some
ways to their ability and readiness to use these social applications and additionally some form of
training in their trade would go a long way to improve the socio-economic landscape of society.
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APPENDIX
Appendix 1: A Copy of the Questionnaire Used in Collecting Data
UNIVERSITY OF GHANA
DEPARTMENT OF COMMUNICATION STUDIES 2014/15
Please you have been humbly asked to complete this survey as part of a research project
conducted by the Department of Communication Studies of the University of Ghana. This
research project is designed to assess the use of social media among market women in the
Sekondi/Takoradi region. This survey is designed to be anonymous, meaning that there should
be no way to connect your responses with you. To this end, please do not sign your name to the
survey or include any information in your responses that makes it easy to identify you. By
completing the survey, you give your consent to use your answers in this research. Your
responses are entirely voluntary, and you may refuse to complete any part or all of this survey.
This is an academic exercise, thus information provided will be used for academic purposes only.
SECTION A: DEMOGRAPHIC DATA
1. Please in which of these age categories do you fall?
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1. Less than 25 2.25-30 3. 30-40 4. 40-50 5. Above 50 years old
2. Please which of the following educational levels apply to you?
1. No education 2. Form 4 3.Middle School 4. Junior High School
4. Senior High School 5. Vocational 6. Tertiary
3. Please what is your marital status?
1. Single 2. Married 3. Divorced 4. Widowed
SECTION B: DETERMINING MOBILE PHONE USAGE
4. Please do you own a mobile phone?
1. Yes
2. No
5. Please what brand of mobile phone do you use?
1. Sony 2. Nokia 3. Samsung 4. Blackberry 5. Motorola 6.
Other……
6. Please how long have you used or been using your mobile phone?
1. Less than a year
2. 1-3 years
3. 3-5 years
4. More than 5 years
7. Please how do you communicate with your suppliers?
1. Face to face conversation
2. Mobile phone calls
3. Text messages
4. Instant messaging (WhatsApp, Viber)
5. Other………………
8. Please how do you communicate with your customers?
1. Face to face conversation
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2. Mobile phone calls
3. Text messages
4. Instant messaging (WhatsApp, Viber)
5. Other……………
SECTION C: KNOWLEDGE OF SOCIAL MEDIA
9. Please do you know about WhatsApp?
1. Yes 2. No
10. Please do you use WhatsApp on your phone?
1. Yes 2. No 3. Don‟t know
11. If Yes, how long have you used WhatsApp on your phone?
1. Less than a year
2. 1-3 years
3. 3-5 years
4. More than 5 years
12. If No, please choose which best applies below:
1. Never heard about WhatsApp
2. Have heard but not interested in using it
3. I don‟t know how to use it
4. I don‟t have the time
5. I do not own a smartphone
6. My religion forbids me to
7. I prefer face to face conversations or phone calls
13. Please would you like to use WhatsApp?
1. Yes 2. No 3. Don‟t know
14. Please do you know about Viber?
1. Yes 2. No
15. Please do you use Viber on your phone?
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1. Yes 2. No 3. Don‟t know
16. If Yes, how long have you used Viber on your phone?
1. Less than a year
2. 1-3 years
3. 3-5 years
4. More than 5 years
17. If No, please choose which best applies below:
1. Never heard about Viber
2. Have heard but not interested in using it
3. I don‟t know how to use it
4. I don‟t have the time
5. I do not own a smartphone
6. My religion forbids me to
7. I prefer face to face conversations or voice calls
8. Other
SECTION D: IMPACT OF SOCIAL MEDIA ON TRADE
18. Please which is your preferred mode of communication with your suppliers and customers?
1. Face to face conversation
2. Mobile phone calls
3. Text messages
4. Instant messaging (WhatsApp, Viber)
5. Other (specify)
19. Please state the reason for your preferred choice
………………………………………………………………………………………………………
………………………………………………………………………………………………
20. Please do you use either WhatsApp or Viber in your trading activities?
1. Yes 2. No
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21. Please how often do you use WhatsApp in your trading activities?
1. Very often 2. Often 3. Not often 4. Hardly 5. Not at all
22. Please how often do you use Viber in your trading activities?
1. Very often 2. Often 3. Not often 4. Hardly 5. Not at all
23. Please do WhatsApp and Viber help you in your trade?
1. Yes 2. No 3. Don‟t know
24. If Yes, how does it help you (please choose which best applies)?
1. Easier communication with suppliers and customers
2. Access to many customers
3. Saving of cost
4. Saving of energy
5. Reliability.0
6. Comfortability
7. Saving of time
8. Other………………………….
SECTION E: IMPACT OF SOCIAL MEDIA ON LIFESTYLE
25. Please do you like using WhatsApp or Viber?
1. Yes 2. No 3. Don‟t know
26. If yes, please state your reason (choose which best applies)
1. Easier mode of communication
2. Access to many customers
3. Saving of cost
4. Saving of energy
5. Reliability
6. Comfortability
7. Other………………………….
27. Please apart from trading, are there other benefits WhatsApp or Viber provides for you?
1. Yes 2. No
28. If Yes, what are the benefits WhatsApp and Viber have brought to you (please choose which
best applies)
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1. Easier communication with family and friends
2. Contacting and making new friends
3. Entertainment
4. Education
5. Information purposes
6. Other………………………….
SECTION F: CHALLENGES AND PROFITABILITY OF SOCIAL MEDIA USAGE
29. Please what are the challenges WhatsApp and Viber use have brought to you?
1. Too much cost
2. Taking too much attention
3. Use of smartphone cumbersome
4. Requires too much time
5. Distracts me most of the time
6. Other………………………………….
30. Please do you think WhatsApp or Viber can be used to help you in your trade more?
1. Yes 2. No 3. Don‟t know
31. If Yes, how do you think WhatsApp or Viber can be used to help you?
………………………………………………………………………………………………………
………………………………………………………………………………………………………
…………………………………………………………………………………………..
32. If No, please state your reasons below
………………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………………………………………
THANK YOU VERY MUCH FOR YOUR VALUABLE TIME
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