Department of Marketing and Consumer Management

Permanent URI for this collectionhttp://197.255.125.131:4000/handle/123456789/4881

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Subject: search.filters.subject.Social Media

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Now showing 1 - 7 of 7
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    Social Media Self Control Failure amongst African College Students and their Online Purchasing Behaviour
    (University of Ghana, 2019-06) Tackie, N.N.
    The purpose of this study was to examine the effect of social media self-control failure on the online purchasing behaviour of college students. The role of time spent in this relationship was also addressed. The study was designed to explain the cause and effect relationship between social media self-control failure and the constituents of online purchasing behaviour using an analytical research purpose, namely, attitude towards online purchasing, compulsive buying, conspicuous consumption and willingness to buy. Four research hypotheses were developed to understand the relationship. The study employed the use of questionnaires in collecting data relevant to the study. Five hundred and fifty questionnaires were distributed amongst a student sample across three Ghanaian universities (University of Ghana, University of Education and Wisconsin International University College) within thirty days. Out of the distributed questionnaires Five hundred and twenty-six were deemed usable for data analysis. A PLS-SEM approach was used to test the developed hypotheses. The findings of the study revealed that once users experienced social media self-control failure, their online purchasing behaviour was likely influenced by it. The role of time in this relationship was found to be insignificant, and as such, regardless of the time spent on social media the moment self-control failure is experienced, there will be effects on an individual’s behaviour. Group differences generated insights which showed that individuals would reach a point of realisation when social media self-control failure lures them into the engagement of problematic behaviour and that point presents opportunities and challenges which today's marketer must address to benefit from social media use in their operations continuously.
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    Assessing the Impact of Social Media and Sports Fan Engagement: A Case of Accra Hearts of Oak and Kumasi Asante Kotoko
    (University of Ghana, 2019-07) Awini, G.
    The purpose of this research is to examine the impact of social media and sports fan engagement and explore whether social media engagement has a mediating effect on the relationship between fan engagement behaviour and fan loyalty. The research employed an explanatory research design to explain the cause-and-effective relationship among fan behaviour and fan loyalty. Self-administered questionnaires were employed in collecting the data. The target population for this study was fans of Accra Hearts of Oak and Kumasi Asante Kotoko, who were active on social media during the sample time frame. After a two and half month period of data collection, three hundred and twenty-five (325) questionnaires were valid for statistical analyses. The Partial Least Square (PLS) method was used to test the hypothesis. The study revealed that social media engagement has a positive and significant influence on fan behaviour and fan loyalty. Sport organisations predominantly use social media to increase their brand visibility and to develop fan relationships. The study found that loyalty in this population was more multifaceted than the unvarying consumer markets. Fans of the two clubs appeared to hold a higher sense of loyalty and control in their devotion to the club. The study contributes to new knowledge regarding the potential and limitations in the use of social media in marketing and relationships. The substantial use of social media seems to be primarily directed towards club’s visibility and relationship development. Social media usage is significant in improving fan loyalty in football clubs. The study provides evidence of how a fan’s behaviour and the club’s effort to engage via social media lead to fan loyalty and commitment.
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    Choice as a Constraint to Decision Efficiency: The Social Media Perspective
    (University of Ghana, 2018-07) Masope-Crabbe, J.A.
    Social media tools such as Facebook, Twitter, Instagram and YouTube have become important sources of information. However, the dynamics between the volume of information on social media and the quality of choices consumers make remain unclear in literature. While some social media users complain of choice overload affecting the quality of choices and post purchase dissonance, others believe that information on social media is of quality and sufficient for effective decision making. Therefore, this study formulated four objectives to investigate and understand this phenomenon. The first objective sought to explore how consumers use social media tools in decision making. Objective two seek to explain whether there is information overload on social media. Objective three sought to assess whether social media information support consumers in decision making. The last objective investigated the impact of choice overload on quality of choice leading to post purchase dissonance. The study employed interpretivist research paradigm and exploratory design to understand how and why consumers employ social media tools and information in decision making. Six (6) respondents were sampled for qualitative interview and two hundred and forty-nine respondents for quantitative analysis using structural equation modelling. After analysis of field data, the result showed that social media tools are used to create content to help consumer decision. The study also found that there is no information overload on social media and the content is based on what the user wants. Based on the third objective the result showed that social media information is very supportive in decision making even though some users post information that are irrelevant. The last objective found that information (choice) overload influence quality of choice, thus affecting post purchase dissonance. The study therefore concludes that social media tools such as Twitter and Facebook are used to create quality information to support consumer decision making. The study recommends that social media users explore social media tools as alternative source for quality information and also provide quality and relevant information on social media platforms to help other users. Again, marketing managers must ensure that they create quality content about their brand and also protect their brand content on social media. Sales and marketing managers must improve their client interactivity and engagement on Twitter and Facebook in order to help consumers make quality choice.
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    Choice as a Constraint to Decision Efficiency: The Social Media Perspective
    (University of Ghana, 2018-07) Masope-Crabbe, J.A.
    Social media tools such as Facebook, Twitter, Instagram and YouTube have become important sources of information. However, the dynamics between the volume of information on social media and the quality of choices consumers make remain unclear in literature. While some social media users complain of choice overload affecting the quality of choices and post purchase dissonance, others believe that information on social media is of quality and sufficient for effective decision making. Therefore, this study formulated four objectives to investigate and understand this phenomenon. The first objective sought to explore how consumers use social media tools in decision making. Objective two seek to explain whether there is information overload on social media. Objective three sought to assess whether social media information support consumers in decision making. The last objective investigated the impact of choice overload on quality of choice leading to post purchase dissonance. The study employed interpretivist research paradigm and exploratory design to understand how and why consumers employ social media tools and information in decision making. Six (6) respondents were sampled for qualitative interview and two hundred and forty-nine respondents for quantitative analysis using structural equation modelling. After analysis of field data, the result showed that social media tools are used to create content to help consumer decision. The study also found that there is no information overload on social media and the content is based on what the user wants. Based on the third objective the result showed that social media information is very supportive in decision making even though some users post information that are irrelevant. The last objective found that information (choice) overload influence quality of choice, thus affecting post purchase dissonance. The study therefore concludes that social media tools such as Twitter and Facebook are used to create quality information to support consumer decision making. The study recommends that social media users explore social media tools as alternative source for quality information and also provide quality and relevant information on social media platforms to help other users. Again, marketing managers must ensure that they create quality content about their brand and also protect their brand content on social media. Sales and marketing managers must improve their client interactivity and engagement on Twitter and Facebook in order to help consumers make quality choice.
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    Adoption and Use of Social Media in Manufacturing Firms – Some Evidence from Kasapreko Company Limited and Guinness Ghana Breweries Limited
    (University Of Ghana, 2016-06) Amponsah-Twumasi, Y.
    Social media provides a virtual network place where individual and organisations are able to enjoy and express their opinions, exchange opinions, distribute and control messages anywhere anytime. The use of SM has aided an exceptional growth in the way people interact with each other and do business. Unlike the traditional advertising tools of marketing communications, SM platforms, allow consumers to make inputs into the brand messages displayed by various companies, making SM a more reliable source of information. The main aim of this study was to assess the promotional strategies that Kasapreko Company Limited and Guinness Ghana Breweries Limited adopt for harnessing user-generated content on their digital platforms. Data was collected using an interview guide, two representatives from Kasapreko Company Limited and Guinness Ghana Breweries Limited were interviewed face-to-face, and their responses audio recorded. The responses were manually transcribe, coded and put into themes. Facebook pages of the two industries were visited and specific promotional messages extracted. The study revealed that, organisations use promotions and sponsorships as a way of attracting both individual and other organisations to their SM platforms. Although the organisations sees SM as a means of reaching their customers in the shortest possible time and helping customers to become aware of existing and new products, yet both organisation were not able to specifically quantify the revenue generated so far as the use of SM is concern. The study concluded that, although the real benefits derived from social media could not be quantified by the organisations, it is still worth staying on the digital platforms. The study recommended that, management of the study organisations find ways to strategically quantify the real benefits derive from social media to justify their continual presence.
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    Customer Social Media Brand Engagement, Word Of Mouth And Purchase Intention: The Moderating Role Of Trust
    (University of Ghana, 2017-06) Asante, B.O.
    The study examined the effect of customer social media brand engagement on word of mouth and purchase intention as well as explored the moderating effect of brand trust in such a relationship. The study employed an explanatory design using quantitative research approach to explain the cause and effect of the dimensions of customer social media brand engagement on word of mouth and purchase intention. Self-administered questionnaires and online survey tool, Google forms, were employed in collecting data, targeting customers who engage with fashion brands on social media. The study employed 350 respondents for the study out of which 322 responses were received. Amos version 21.0 was used for testing the relationship among the constructs using structural equation modelling (SEM) technique. The study revealed that vigor, co-creation, and consumption had a substantial effect on consumer word-of-mouth behaviour whereas dedication, co -creation, and consumption affected consumer purchase intention, suggesting that, the dimensions of customer social media brand engagement have different significant effects on the consumer’s behavioural intentions. Absorption did not have any effect on either word of mouth or purchase intention. Again the study found that, when trust was introduced as a moderator, there was a high possibility that consumers who were dedicated to engagement developed a purchase intention. However, trust moderated the relationship between vigor, co-creation, dedication and consumption on word of mouth and vigor, co-creation, dedication and consumption on purchase intention. The study contributes to new knowledge regarding the addition of two more dimensions (thus co-creation and consumption) which measure customer social media brand engagement and its individual effects on consumer’s word of mouth and purchase intention. Again, absorption has no effect on word of mouth and purchase intention.
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    Political Marketing in Ghana: The Role of Social Media
    (University of Ghana, 2016-07) Dankwah, J.B.; Kastner, A.; Mensah, K.; University of Ghana, College of Humanities Business School Department of Marketing and Consumer Management
    As the political and media landscape become complex, political parties and candidates all over the world and for that matter Ghana keep exploring new ways and ideas to effectively communicate their political messages to the target audience. Social media tools nevertheless have unfolded new possibilities for politicians to engage with citizens. The primary objective of this study therefore is to examine the extent to which political message dissemination on social media by politicians in Ghana influence young voters’ political knowledge, efficacy, and participation. The mass media have played an integral role in the success of political marketing throughout the political history of Ghana. However, social media has become a reality and a fact of life as it continues to afford politicians the opportunity to disseminate political messages to the target electorates unadulterated. This study employed purposive sampling using 320 young voters (18-29 yrs.) to examine the extent of the relationships between political message dissemination on social media and the political knowledge, efficacy and participation of these young voters. The study revealed a positive and significant relationship between political communication on social media and political knowledge, efficacy and participation of young voters. It was as well revealed that, a positive and significant relationship existed between gender and political participation. The findings of this study further revealed that political participation especially among young voters could be enhanced through the use of social media.