- Title
- A model for enhancing trust in information systems tools within Nigerian media planning agencies
- Creator
- Olutoyin, Olaitan https://orcid.org/0000-0002-5350-4136
- Subject
- Advertising media planning -- Nigeria
- Subject
- Information resources management -- Nigeria
- Date Issued
- 2014-06
- Date
- 2014-06
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10353/25592
- Identifier
- vital:64337
- Description
- Media Planning Agencies (MPAs) are responsible for purchasing time and advertising space on behalf of organisations who desire to advertise or market their products and services (Kupoluyi, 2011). These agencies perform their tasks based on the evaluative factors of pricing, demographics, reach, psychographics and other factors relevant to the clients’ target market which are all enabled by technology. MPAs utilise industry specific Information Systems (IS) tools in their business processes. McKnight (2005) contends that trust in IS tools directly impacts on the willingness of a user to depend on such IS tools for accomplishing their goals. The research problem exists due to the fact that the current level of trust in these IS tools employed within MPAs in Nigeria is very low (Egbonwon, 2012). This distrust has led to the non-optimisation of the available tools. Empirical findings reveal that most of the personnel in these agencies prefer to actualise their processes manually, or at best with the limited aid of Microsoft Office tools such as Excel and Word (Akharume, 2012). Thus the research problem investigated trust-enhancing mechanisms for IS tools in MPAs to improve efficient and effective use. The study conducted an in-depth critique of the role of trust in maximizing IS tools to improve efficiency and effectiveness within Nigerian Small and Medium Enterprises (SMEs). This was done through a literature review and questionnaire. The output of the research process is the proposition of a model for enhancing trust in IS tools within MPAs. The study proposed that the enhancement of trust in IS tools will lead to optimal use of these tools, thus leading to efficiency and effectiveness in the operations of Nigerian MPAs. The model was developed by following Hevner, March, Park and Ram’s (2004) Design Science research guidelines and validated through an expert review process. The outcome of the expert review was used to further refine the model and thereafter conclude the study. It is believed that the outcome of this research will empower MPAs to become competitive nationally, grow into global players in their industry and achieve efficiency with regards to how business is conducted.
- Description
- Thesis (MCom) -- Faculty of Management and Commerce, 2014
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (xiii, 166 pages)
- Format
- Publisher
- University of Fort Hare
- Publisher
- Faculty of Management and Commerce
- Language
- English
- Rights
- rights holder
- Rights
- All Rights Reserved
- Rights
- Open Access
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Collections
UFH Department of Information Systems
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | Ol utoyin OlaitanMasters- Final.pdf | 2 MB | Adobe Acrobat PDF | View Details Download |