The Influence of Facebook Usage on Sales Performance: The Mediating Role of Employees’ Service Behaviours

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dc.contributor.advisor Mensah, K.
dc.contributor.advisor Narteh, B.
dc.contributor.author Kosiba, J. P. B.
dc.contributor.other University of Ghana, College of Humanities, Business School, Department of Marketing and Consumer Management
dc.date.accessioned 2017-01-05T15:10:01Z
dc.date.accessioned 2017-10-14T01:10:56Z
dc.date.available 2017-01-05T15:10:01Z
dc.date.available 2017-10-14T01:10:56Z
dc.date.issued 2016-06
dc.identifier.uri http://197.255.68.203/handle/123456789/21184
dc.description Theses (MPhil.) - University of Ghana, 2016
dc.description.abstract The purpose of this study is to examine the influence of Facebook usage on sales performance and explore whether an employee's service behaviour has a mediating effect on the relationship between Facebook usage and sales performance. This study employed an explanatory research design to explain the cause-and-effective relationship among Facebook usage, an employee's service behaviour and sales performance. Self-administered questionnaires and the use of a uniform resource locator (URL) through google forms comprising three sections was employed in collecting data. The target population for this study was businesses that were performing well on Facebook during the sample time frame. After a three month period of data collection, one hundred and one (101) questionnaires were valid for statistical analyses. The Partial Least Square (PLS) method was used to test the hypothesis. The study revealed that Facebook usage has a significant influence on customer-base relationship performance and financial performance. Businesses predominantly use Facebook to increase their brand visibility and to develop customer relationships. However, using Facebook for visibility has no significant influence on its relationship with customer-base relationship performance and financial performance. An employee's service behaviour was found to have a partial mediating effect on the relationship between Facebook usage and sales performance. This study contributes with new knowledge regarding the potential and limitations of the use of Facebook in marketing and sales. Substantial usage of Facebook seems to be primarily directed towards visibility and relationship development. Use of Facebook for information search is limited but significant in improving sales performance. The study provides evidence of how an employees' extra role services behaviour helps explain sales performance en_US
dc.format.extent xii, 122p. : ill.
dc.language.iso en en_US
dc.publisher University of Ghana en_US
dc.title The Influence of Facebook Usage on Sales Performance: The Mediating Role of Employees’ Service Behaviours en_US
dc.type Thesis en_US
dc.rights.holder University of Ghana


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