Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana
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Received March 5, 2022;Accepted June 15, 2022;Published August 16, 2022
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Author(s)Cleophas Attor ,Link to ORCID Index: https://orcid.org/0000-0003-4554-0150Link to ORCID Index: https://orcid.org/0000-0002-9244-9563
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DOIhttp://dx.doi.org/10.21511/im.18(3).2022.08
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Article InfoVolume 18 2022, Issue #3, pp. 84-98
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Cited by3 articlesJournal title: Problems and Perspectives in ManagementArticle title: Accounting information transparency and business performance: A case of G7 construction companiesDOI: 10.21511/ppm.20(4).2022.39Volume: 20 / Issue: 4 / First page: 518 / Year: 2022Contributors: Sevinj Abbasova, Mehriban Aliyeva, Leyla HuseynovaJournal title: Problems and Perspectives in ManagementArticle title: Economic growth of Ukrainian regions and determinants of financial resilience: Modeling the causal nexusDOI: 10.21511/ppm.21(4).2023.31Volume: 21 / Issue: 4 / First page: 398 / Year: 2023Contributors: Olha Mulska, Iryna Storonyanska, Khrystyna Patytska, Ulana Ivaniuk, Halyna VoznyakJournal title: Cogent Social SciencesArticle title: Driving forces of social media and its impact on tourists’ destination decisions: a uses and gratification theoryDOI: 10.1080/23311886.2024.2318878Volume: 10 / Issue: 1 / First page: / Year: 2024Contributors: Solomon A. Keelson, Emmanuel Bruce, Sulemana Bankuoru Egala, John Amoah, Abdul Bashiru Jibril
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Social media marketing has vastly benefitted businesses, including the development of brand identity via solid communication channels. Innovative marketing tools have proven effective among service and non-service-based businesses. This study examines the impact of social media on customer buying decisions via brand personality attributes among telecom products (e.g., mobile phones, sim cards, and data subscriptions) in Ghana. A positivist research paradigm with a non-probability sampling were deployed to achieve study goals. A structured questionnaire was designed to collect the data from subscribers of the telecom giants (MTN, Vodafone, and Airtel-Tigo) in the capital of Ghana through a non-probability sampling technique (snowball/referral method). Both self-administered and online survey (link) were deployed with strict adherence to Covid-19 protocols. A valid data set of 414 (representing 82% of response rate) from 507 responses was received for data processing. PLS-SEM was applied to analyze the study hypothesis. The study identified five main brand personality attributes (i.e., brand sincerity, brand excitement, brand competence, brand sophistication, and brand ruggedness) as mediators of the proposed framework. The study found that brand sincerity, brand excitement, and brand competence played a significant mediation effect on the relationship between social media usage and customer buying decisions, whereas brand sophistication and brand ruggedness did not. The findings suggest that brand management plays an interconnected role in customer decision-making in which brand practitioners should take a keynote regarding their strategic marketing decisions. Finally, the paper recommends that future research consider a mixed approach to offer an in-depth analysis.
Acknowledgment
This study is supported by Tomas Bata University in Zlin through IGA/FAME /2022/010 Influencer marketing and intercultural differences across generations and IGA/FAME/2021/005-Significant factors in the sustainability of economic growth with a focus on the SME segment. We are grateful to the Editor-in-Chief and the anonymous reviewers for their comments in shaping this manuscript.
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JEL Classification (Paper profile tab)M15, M31, M37
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References74
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Tables5
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Figures2
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- Figure 1. Conceptual model
- Figure 2. Estimated research model
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- Table 1. Socio-demographic profile of study participants
- Table 2. Validity and reliability of research construct
- Table 3. Construct items, loading, and variance inflation factor (VIF)
- Table 4. Discriminant validity using HTMT
- Table 5. Hypothesis testing
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Conceptualization
Cleophas Attor, Abdul Bashiru Jibril, Miloslava Chovancová
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Data curation
Cleophas Attor, Abdul Bashiru Jibril
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Formal Analysis
Cleophas Attor, Abdul Bashiru Jibril, Miloslava Chovancová
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Investigation
Cleophas Attor, Abdul Bashiru Jibril
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Methodology
Cleophas Attor, Abdul Bashiru Jibril
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Validation
Cleophas Attor, Abdul Bashiru Jibril
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Writing – original draft
Cleophas Attor, Abdul Bashiru Jibril
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Writing – review & editing
Cleophas Attor, Abdul Bashiru Jibril, Miloslava Chovancová
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Project administration
Abdul Bashiru Jibril, Miloslava Chovancová
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Resources
Abdul Bashiru Jibril, Miloslava Chovancová
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Software
Abdul Bashiru Jibril
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Supervision
Abdul Bashiru Jibril, Miloslava Chovancová
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Visualization
Abdul Bashiru Jibril, Miloslava Chovancová
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Conceptualization
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Inhibitors of social media as an innovative tool for advertising and marketing communication: evidence from SMES in a developing country
Innovative Marketing Volume 16, 2020 Issue #4 pp. 164-179 Views: 2066 Downloads: 388 TO CITE АНОТАЦІЯInnovative marketing has given rise to practitioners’ and scholars’ attention in the 21st-century market. Given this, social media marketing has become the order of the day when accessing modern tools for marketing communication. However, the adoption of this innovation comes with its associated challenges, particularly, from a developing country perspective. Against this background, this study sought to examine the inhibitors characterized in the application of social media channels as an innovative tool for advertising and communication among SMEs (small and medium enterprises) in Ghana. For study results to be achieved, a quantitative research approach with a questionnaire of 650 was distributed among managerial staff of the fashion industry in the central part of Ghana of which 512 respondents were duly received and correctly filled for data processing and analysis. Results from the partial least square structural equation method (PLS-SEM), showed that despite the importance of innovation, lack of managerial skills/marketing expertise, perceived cost, regular systems/links upgrade, and financial constraints are significant inhibiting factors affecting the application of social media as advertising and communication tools among SMEs in developing economy. Interestingly, the findings further showed that ’company’s size’ as well as ’availability of social media channel/tool’ significantly control for the outcome variable (internet/social media) as a marketing communication tool.
Acknowledgment
This work is supported by Tomas Bata University in Zlin through; IGA/FaME/2019/002: The role of the institutional environment in fostering entrepreneurship, and further supported by IGA/FaME/2020/002 and IGA/FaME/2019/008. The authors are thankful to Prof. Jaroslav Belás, Prof. Boris Popesko, and Prof. Miloslava Chovancová for their guidance towards developing this manuscript. -
Financial literacy as a moderator linking financial resource availability and SME growth in Ghana
Joseph Owusu , Mohammad Bin Ismail , Mohd Hassan Bin Mohd Osman , Garry Kuan doi: http://dx.doi.org/10.21511/imfi.16(1).2019.12Investment Management and Financial Innovations Volume 16, 2019 Issue #1 pp. 154-166 Views: 1946 Downloads: 520 TO CITE АНОТАЦІЯThe argument holds that visionary and dynamic small and medium enterprises (SMEs) tend to position growth at the centre of strategy. However, there has been a growing body of literature that has examined how financial literacy can support owner-managers
of SMEs in making solid financial decisions that will enhance the growth of their businesses. In the present study, financial literacy and financial resource availability were modelled as different antecedents of SMEs growth. Nevertheless, the boundary condition for such models has received very little attention in the context of Ghana. Accordingly, in regard to resource-based view (RBV) logic, the current research examined the implications of contingency variable financial literacy (proficiency) on the relationship between financial resource availability and SMEs growth, particularly in the context of Ghana. The findings of the current research revealed that high financial literacy led to more positive effect of financial resource availability on SMEs growth. -
Accounting systems in developing countries under sustainability: first glance from Ukraine and Ghana
Accounting and Financial Control Volume 2, 2018-2019 Issue #1 pp. 37-46 Views: 1886 Downloads: 157 TO CITE АНОТАЦІЯThe dissemination of sustainability reporting and integrated reporting is a key trend in the development of accounting systems under the influence of the concept of sustainable development. This statement is fair not only for developed countries, but also for developing countries. On the example of Ghana and Ukraine, a comparative study of regulatory requirements and conceptual frameworks for the compilation of sustainability reporting and integrated reporting has been conducted; the dynamics, size of reporting companies, their sectoral affiliation and the standards used are researched. It was proved that the basis for the promotion sustainability reporting and integrated reporting in these countries are regulatory requirements, as well as increasing the perception of CSR, the transparency and accountability of business, the practices of stakeholder participation and assurance the reliability of reporting for stakeholders.