A fresh doctoral graduate, Dr Tarirai Chani, Lecturer at the MUT ICT department is challenging traditional methods of measuring online influence, offering a multi-dimensional framework that promises far-reaching applications across digital marketing, political campaigns, and social movement strategy.
Dr Tarirai Chani was officially capped a PhD in Information Technology at the DUT 2026 Spring Graduation ceremony on 16 September 2026.
According to Dr Chani, current digital analytics tools often gauge influence using surface metrics, such as follower counts or network centrality. Dr Chani’s doctoral thesis argues that relying solely on structural network positioning leaves critical gaps in understanding real-world impact.
“By applying psychologist Bibb Latané’s established Social Impact Theory (1981) to contemporary social platforms, the study bridges foundational social science with modern computational analysis. The resulting model factors in behavioural and contextual dynamics to evaluate how online voices alter real attitudes, decisions, and public opinion,” said Dr Chani.
The study has already produced strong scholarly output, including six peer-reviewed journal articles on social media influence analysis. It enables brands to target creators with genuine audience connection rather than inflated vanity reach; it helps strategists accurately track shifts in public sentiment and dynamically adjust campaign messaging; and assists activists in mapping message propagation to identify key nodes for mobilising community action.
Reflecting on the doctoral experience, Dr Chani described a path defined by personal growth, sustained by dedicated family support, particularly from her husband, and guidance from academic supervisors. “The road was not easy, and progress was slow at times, but my supervisor and family kept me going,” Dr Chani said. “It was a journey of personal growth that has left me more confident, knowledgeable, and eager to pass that growth on to my students. I urge aspiring PhD candidates to embrace the challenge.”