Social media resources and export performance: the role of trust and commitment
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Date
2019-12-14
Journal Title
Journal ISSN
Volume Title
Publisher
International Marketing Review
Abstract
Purpose – The study sought to examine the influence of social media resources on export performance and the
role commitment and trust play in this relationship using an integrated model.
Design/methodology/approach – A quantitative survey design was employed for this study. Empirical
data for this paper were drawn from 210 exporting firms in Ghana, using purposive sampling technique. The
hypothesized links were analyzed using structural equation modeling.
Findings – The result of this study reveals that social media resources and marketing capabilities directly
influence export performance and indirectly through commitment and trust.
Originality/value – To the best of the authors’ knowledge, this study is among the first to attempt to use an
integrated model (resource-based view and commitment-trust theory) to understand and explain an
international marketing phenomenon. By concentrating on Ghana, the study offers new insights regarding the
pathway for exporting firms in emerging markets.
Description
Research Article
Keywords
International marketing, Social media, Marketing capabilities, Export performance, Commitment
Citation
Mahmoud, M.A., Adams, M., Abubakari, A., Commey, N.O. and Kastner, A.N.A. (2020), "Social media resources and export performance: the role of trust and commitment", International Marketing Review, Vol. 37 No. 2, pp. 273-297. https://doi.org/10.1108/IMR-02-2019-0084