Social media resources and export performance: the role of trust and commitment

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dc.contributor.authorMahmoud, M.A.
dc.contributor.authorAdams, M.
dc.contributor.authorAbubakari, A.
dc.contributor.authorCommey, N.O.
dc.contributor.authorKastner, A.N.A.
dc.date.accessioned2020-07-28T13:08:35Z
dc.date.available2020-07-28T13:08:35Z
dc.date.issued2019-12-14
dc.descriptionResearch Articleen_US
dc.description.abstractPurpose – 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.en_US
dc.identifier.citationMahmoud, 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-02-2019-0084en_US
dc.identifier.otherDOI 10.1108/IMR-02-2019-0084
dc.identifier.urihttp://ugspace.ug.edu.gh/handle/123456789/35721
dc.language.isoenen_US
dc.publisherInternational Marketing Reviewen_US
dc.relation.ispartofseries37;2
dc.subjectInternational marketingen_US
dc.subjectSocial mediaen_US
dc.subjectMarketing capabilitiesen_US
dc.subjectExport performanceen_US
dc.subjectCommitmenten_US
dc.titleSocial media resources and export performance: the role of trust and commitmenten_US
dc.typeArticleen_US

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