Doctor Ayanda Magida
Digital Business
Research
Dr. Ayanda Magida is a senior lecturer and a full-time faculty member in the Digital Business discipline at Wits Business School (WBS). She is the current Director of the Master of Management by Research (MMR) and PhD programmes and serves as Chairperson of the WBS Ethics Committee. She previously served as Programme Director of the Postgraduate Diploma in Management in Digital Business. A qualified research psychologist, she holds a PhD in Digital Business and specialises in the intersection of digital transformation, psychology, and technology.
In 2019, Dr. Magida was recognised as one of the Top 100 Mail & Guardian Young Achievers in Education, an award celebrating South Africa’s most impactful young leaders in the education sector.
Her research primarily addresses the digital divide, with a particular focus on digital inclusion, access, and equity. She has extensive expertise in qualitative and quantitative methods, systematic reviews, evidence-based practice, programme evaluation, and implementation science. Her broader research agenda spans digital transformation, digital business in Africa, digital leadership, gender and inequality in the digital economy, and the societal and business implications of artificial intelligence.
Dr. Magida is currently involved in projects that explore meaningful digital connectivity and the impact of digital technologies on health and wellbeing, reflecting her commitment to research that bridges technology, society, and human development.
Courses taught:
- Research Methodology
- Digital transformation and change management
- Digital business
Other Teaching Experience:
Research Methods; Systematic and Meta Reviews, in the Faculty of Health Sciences.
Research Interests:
Digital transformation and employee wellbeing and health, digital divide, digital inclusivity.
Recent Publications and Scholarly Contributions:
Sansovini, E., & Magida, A. (2025). Effect of digital technologies on employee wellbeing and mental health. Behaviour & Information Technology, 1–13. https://doi.org/10.1080/0144929X.2025.2483795
Magida, A (2024). The use of digital tools and emerging technologies in qualitative research - a systematic literature review. Computer Supported Qualitative Research: New Trends in Qualitative Research (WCQR2024). Springer
Magida A & Nqala Z. (2023). The Function of Middle Management in the Execution of Digital Transformation in a South African Bank. Research in Southern African Digital Business, VOL II
Pieterse, C & Magida, A. (2023) Doctors’ Intention to Use Buy-Now-Pay-Later Technology for Medical Services: A Modified UTAUT Analysis. Research in Southern African Digital Business, Vol II
Magida, A. (2023). Socio-Economic Drivers of the Third Level of the Digital Divide: A Study on the Benefits Associated with Online Activities. Research in Southern African Digital Business, Vol II
Magida, A. (2022). Theorizing digital transformation, digitization and digitalization in Africa emerging research in digital business: A critical review of the current scholarship. ICDBEC001 2022: 16. International Conference on Digital Business and E-Commerce, January 28-29, 2022, New York, USA. (Accepted for oral presentation).
Magida, A. (2019). First and second level digital divide in sub-Saharan Africa: A cross country analysis. Wits Business School, August 29-30, 2019. Paper presented at African Review of Economics and Finance Conference.
Magida, A., & Armstrong, B. (2019). Digital financial inclusion in sub-Saharan Africa: A cross-sectional study. International Conference on Financial Services, 9–10 October, 2019, Durban, South Africa.
Other Scholarly Contributions:
Member of the Golden Key Society.
Recipient of the Female Academic Leaders Fellowship (2021).
Jakes Gerwel Fellowships (2021).
Mail and Guardian Young South African (2019).
Recipient of the Early Career Academic Development Program Grant (2019).
WBS Ethics Committee member.
Recent Media:
June 2019, article in Mail and Guardian: Technology in the classroom.
In partnership with the Mail & Guardian, Kagiso Trust held a Critical Thinking Forum on July 2 2019, at the Gordon Institute of Business Science in Johannesburg: (https://www.pressreader.com/south-africa/mail-guardian/20190712/282776358107816)