Social Media Use of Personalised Persuasive Technology (PPT) Among African Students - Systematic Literature Review

Personalised Persuasive Technology (PPT) is popularly used to increase users’ engagement on social media. For users such as African university students, social media have become a common platform used for various activities such as entertainment, study, news, and communication. The aim of this study was to determine the impact of persuasive technologies used by social media platforms on African university students. Current literature is limited in demonstrating the effect of social media platforms’ use of personalised compelling technologies on African university students. Previous studies have focused on students at western universities. Therefore, this study focused on conducting a systematic literature review of the existing literature. The study identified the various PPTs used by social media, the methods used to employ the PPTs, and the impact they have on African students. This systematic literature review identified gaps in current research on the use of Personalised Persuasive Technologies used by social media platforms targeted towards African university students and the outcome of the study highlighted opportunities for further study about persuasive strategies relevant to African university students by social media platforms The systematic literature review revealed that there is a dire need for further studies on the effect of the use of PPT by social media on African university students.