Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication’s products and services? Evidence from Ghana
-
Received March 5, 2022;Accepted June 15, 2022;Published August 16, 2022
-
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
-
DOIhttp://dx.doi.org/10.21511/im.18(3).2022.08
-
Article InfoVolume 18 2022, Issue #3, pp. 84-98
- TO CITE АНОТАЦІЯ
-
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
- 752 Views
-
315 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
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.
- Keywords
-
JEL Classification (Paper profile tab)M15, M31, M37
-
References74
-
Tables5
-
Figures2
-
- Figure 1. Conceptual model
- Figure 2. Estimated research model
-
- 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
-
- Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
- Aberathna, H. M. C. L., & Ubeyachandra, E. G. (2017). Impact of Brand Personality on Emotional Brand Attachment in Laptop Industry in Sri Lanka. 2nd Student Research Conference on Marketing (SRCM). Kelaniya.
- Adzovie, D. E., Jibril, A. B., & Feng, G. Ch. (rev.ed.). (2020). Motivational Factors Towards Fast-Food Joint Selection in Under-Developed Country Setting: A Partial Least Square and Structural Equation Modeling (PLS-SEM) Approach. Cogent Social Sciences, 6(1).
- Akayleh, F. A. (2021). The influence of social media advertising on consumer behaviour. Middle East Journal of Management, 8(4), 344-366.
- Al Buraiki, A., & Khan, F. R. (2018). Finance and technology: Key challenges faced by small and medium enterprises (SMEs) in Oman. International Journal of Management, Innovation & Entrepreneurial Research, 4(2), 2395-7662.
- Al Mashady, A. A., Al Askary, H. J. M., & Hasan, H. M. (2019). Relationship between Brand Personality and Management of Economics in Iraq. International Journal of Supply Chain Management, 8(1).
- Alin, A. (2010). Multicollinearity. WIREs computational statistics, 2(3), 370-374.
- Al-Weshah, G. A., Al-Manasrah, E., & Al-Qatawneh, M. (2019). Customer relationship management systems and organizational performance: Quantitative evidence from the Jordanian telecommunication industry. Journal of Marketing Communications, 25(8), 799-819.
- Amoah, J., & Jibril, A. B. (2020). Inhibitors of social media as an innovative tool for advertising and marketing communication: Evidence from SMEs in a developing country. Innovative Marketing, 16(4), 164-179.
- Aragoncillo, L., & Sanclemente, C. O. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish journal of marketing-ESIC, 22(1), 42-62.
- Aryee, A. N. A. (2021). An Assessment of Corporate Reputation Management in a Digital Era: A Study of the Banking Industry in Ghana. Ghana Institute of Journalism.
- Avery, J. (2020). The relational roles of brands. In Marketing Management (pp. 123-138). Routledge.
- Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
- Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management, 23(1), 30-47.
- Bajaj, A., & Bond, S. D. (2018). Beyond beauty: Design symmetry and brand personality. Journal of Consumer Psychology, 28(1), 77-98.
- Botchway, R. K., Jibril, A. B., Kwarteng, M. A., Chovancova, M., & Oplatková, Z. K. (2019). A review of social media posts from UniCredit bank in Europe: a sentiment analysis approach. Proceedings of the 3rd international conference on business and information Management (pp. 74-79).
- Cai, Y., & Mo, T. (2020). Making an exciting brand big: Brand personality, logo size and brand evaluation. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l’Administration, 37(3), 259-267.
- Chivandi, A., Samuel, M. O., & Muchie, M. (2019). Social Media, Consumer Behavior, and Service Marketing. In M. Reyes (Ed.), Consumer Behavior and Marketing. IntechOpen.
- Choi, Y., Ok, C., & Hyun, S. (2017). Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty: an empirical analysis of coffeehouse brands. International Journal of Contemporary Hospitality Management, 29(4), 1185-1202.
- Cleave, E., Arku, G., Sadler, R., & Kyeremeh, E. (2017). Place marketing, place branding, and social media: Perspectives of municipal practitioners. Growth and Change, 48(4), 1012-1033.
- Cuevas, L. M. (2016). Fashion Bloggers as Human Brands: Exploring Brand Personality within the Blogosphere. Texas State University.
- Darmawan, D. (2017). The effect of service quality, customer satisfaction and corporate image on customer loyalty in the banking sector in Indonesia. IOSR Journal of Business and Management (IOSR-JBM), 11(6), 46-51.
- Davies, G., Rojas-Méndez, J. I., Whelan, S., Mete, M., & Loo, T. (2018). Brand personality: theory and dimensionality. Journal of product & brand management, 27(2), 115-127.
- de Lenne, O., & Vandenbosch, L. (2017). Media and sustainable apparel buying intention. Journal of Fashion Marketing and Management, 21(4), 483-498.
- Elgabry, O. (2019). The ultimate guide to data cleaning. Towards to data science.
- Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt. The Business & Management Review, 7(5), 268.
- Fannani, S. I., & Najib, M. (2020). The Effect of Social Media Toward Organic Food Literacy and Purchase Intention with AISAS Model. Jurnal Manajemen & Agribisnis, 17(3), 285-285.
- Foxall, G. R. (2015). Consumer behaviour – A practical guide. New York: Routledge Companions.
- Haenlein, M., & Kaplan, A. (2019). A brief history of artificial intelligence: On the past, present, and future of artificial intelligence. California management review, 61(4), 5-14.
- Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
- Henseler, J. (2017). Adanco 2.0. 1-User manual. Kleve: Composite Modeling GmbH & Co.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
- Hohenberger, C., & Grohs, R. (2020). Old and exciting? Sport sponsorship effects on brand age and brand personality. Sport Management Review, 23(3), 469-481.
- Holm, M., & Ax, C. (2020). The interactive effect of competition intensity and customer service competition on customer accounting sophistication – Evidence of positive and negative associations. Management Accounting Research, 46, 100644.
- Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.
- Jakada, M. B., Kassim, S. I., Hussaini, A., Mohammed, A. I., & Rabi’u, A. (2020). Construct validity and reliability of individual work performance questionnaire. Ilorin Journal of Human Resource Management, 4(2), 155-164.
- Japutra, A., & Molinillo, S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99, 464-471.
- Kang, I., Son, J., & Koo, J. (2019). Evaluation of culturally symbolic brand: the role of “fear of missing out” phenomenon. Journal of International Consumer Marketing, 31(3), 270-286.
- Khan, S. (2020). The Effect of Ethical Attributes on Brand Personality and Brand Equity. Concordia University.
- Kim, T., & Phua, J. (2020). Effects of brand name versus empowerment advertising campaign hashtags in branded Instagram posts of luxury versus mass-market brands. Journal of Interactive Advertising, 20(2), 95-110.
- Kwarteng, M. A., Jibril, A. B., Nwaiwu, F., Pilík, M., & Chovancova, M. (2020). The prospects of Internet-Based Channel Orientation for the competitiveness of service companies on the domestic market. International Journal of Information Management, 58, 102223.
- Labafi, S., Tokbaeva, D., & Jalalpoor, M. (2020). Media Innovation and its Influence on Policy-making in the Social Media Sector. Nordic Journal of Media Management, 1(4), 557-573.
- Ladipo, P. K. A., Mordi, K. I., & Iheanacho, A. O. (2021). Effect of Brand Personality on Consumer Product Choice in the Telecoms Industry. Academy of Marketing Studies Journal, 25(4).
- Lambert-Pandraud, R., & Laurent, G. (2020). Impact of age on brand choice. In The Aging Consumer (pp. 163-181). Routledge.
- Langstedt, E., & Hunt, D. S. (2017). An exploration into the brand personality traits of social media sites. The Journal of Social Media in Society, 6(2), 315-342.
- Leung, S.-O. (2011). A comparison of psychometric properties and normality in 4-, 5-, 6-, and 11-point Likert scales. Journal of Social Service Research, 37(4), 412-421.
- Liang, Y., Xu, Q., & Jin, L. (2021). The effect of smart and connected products on consumer brand choice concentration. Journal of Business Research, 135, 163-172.
- Liu, X., Xu, A., Gou, L., Liu, H., Akkiraju, R., & Shen, H. W. (2016). SocialBrands: Visual analysis of public perceptions of brands on social media. 2016 IEEE Conference on Visual Analytics Science and Technology (VAST) (pp. 71-80). IEEE.
- Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
- Martin, M., & Nasib, N. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables. Society, 9(1), 277-288.
- McManus, J. F., Carvalho, S. W., & Trifts, V. (2022). The role of brand personality in the formation of consumer affect and self-brand connection. Journal of Product & Brand Management, 31(4), 551-569.
- National Communication Authority (NCA). (2020). Annual Report.
- Nguyen, H., Calantone, R., & Krishnan, R. (2020). Influence of social media emotional word of mouth on institutional investors’ decisions and firm value. Management Science, 66(2), 887-910.
- Ngwenya, B., & Nyagura, A. R. (2016). An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications. International Journal of Management and Fuzzy Systems, 2(3), 22.
- Niros, M. I., Pollalis, Y., & Niros, A. (2020). Effective Marketing of Mobile Telecom Services Through Brand Personality: Empirical Evidence from Greece. IUP Journal of Brand Management, 7-39.
- Njikam, M., Nanna, S., Shahrin, S., & Othman, M. F. I. (2019). High speed internet development in Africa using 4G-LTE technology-a review. Bulletin of Electrical Engineering and Informatics, 8(2), 577-585.
- Omar, A. M. (2020). Brand Experience: How Does It Affect Brand Personality and Brand Loyalty in the Egyptian Telecommunications Industry. International Journal of Marketing Studies, 12(2), 104-120.
- Phau, I., & Lau, K. C. (2001). Brand personality and consumer self-expression: single or dual carriageway? Journal of Brand Management, 8(6), 428-444.
- Portal, S., Abratt, R., & Bendixen, M. (2018). Building a human brand: Brand anthropomorphism unravelled. Business Horizons, 61(3), 367-374.
- Schnurr, B. (2017). The impact of atypical product design on consumer product and brand perception. Journal of Brand Management, 24(6), 609-621.
- Shiau, W.-L., Sarstedt, M., & Hair, J. F. (2019). Internet research using partial least squares structural equation modeling (PLS-SEM). Internet Research, 29(3), 398-406.
- Shukla, P., Banerjee, M., & Singh, J. (2016). Customer commitment to luxury brands: Antecedents and consequences. Journal of Business Research, 69(1), 323-331.
- Silva, R. N., & Fernando, P. M. P. (2015). The Effectiveness Of Brand Personality Dimensions On Brand Loyalty: A Study On Mobile Telecommunication Services In Sri Lanka. Proceeding of 1st International Conference on Branding & Advertising (pp. 1-8).
- Silva, R., Gerwe, O., & Becerra, M. (2017). Corporate brand and hotel performance: a resource-based perspective. Journal of Business Research, 79, 23-30.
- Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of International Business Research and Marketing, 2(6), 7-14.
- Statista. (2022). Social media – Statistics & Facts.
- Stone, M., Woodcock, N., Ekinci, Y., Aravopoulou, E., & Parnell, B. D. (2019). SCHEMA: Information on marketing and customer engagement performance–reality versus dreams. The Bottom Line, 32(1), 98-116.
- Tahir, I. R., Mokhtar, M., Azit, A. H., Abd Manan, W. K. A. W., & Aisyah, K. (2016). Brand personality and generation y purchase intention of halal fast food restaurants in Pahang. Universiti Malaysia Pahang.
- Teimouri, H., Fanae, N., Jenab, K., Khoury, S., & Moslehpour, S. (2016). Studying the relationship between brand personality and customer loyalty: A case study of Samsung mobile phone. International Journal of Business and Management, 11(2).
- Vahdati, H., & Mousavi Nejad, S. H. (2016). Brand personality toward customer purchase intention: the intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1-26.
- Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209-233.
- Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49, 475-488.
- Wu, J., Chen, J., & Dou, W. (2017). The Internet of Things and interaction style: the effect of smart interaction on brand attachment. Journal of Marketing Management, 33(1-2), 61-75.
- Xie, K., & Lee, Y. J. (2015). Social media and brand purchase: quantifying the effects of exposures to earned and owned social media activities in a two-stage decision making model. Journal of Management Information Systems, 32(2), 204-238.
-
-
Conceptualization
Cleophas Attor, Abdul Bashiru Jibril, Miloslava Chovancová
-
Data curation
Cleophas Attor, Abdul Bashiru Jibril
-
Formal Analysis
Cleophas Attor, Abdul Bashiru Jibril, Miloslava Chovancová
-
Investigation
Cleophas Attor, Abdul Bashiru Jibril
-
Methodology
Cleophas Attor, Abdul Bashiru Jibril
-
Validation
Cleophas Attor, Abdul Bashiru Jibril
-
Writing – original draft
Cleophas Attor, Abdul Bashiru Jibril
-
Writing – review & editing
Cleophas Attor, Abdul Bashiru Jibril, Miloslava Chovancová
-
Project administration
Abdul Bashiru Jibril, Miloslava Chovancová
-
Resources
Abdul Bashiru Jibril, Miloslava Chovancová
-
Software
Abdul Bashiru Jibril
-
Supervision
Abdul Bashiru Jibril, Miloslava Chovancová
-
Visualization
Abdul Bashiru Jibril, Miloslava Chovancová
-
Conceptualization
-
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: 2028 Downloads: 384 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: 1926 Downloads: 518 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: 1881 Downloads: 156 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.