Inhibitors of social media as an innovative tool for advertising and MARKETING communication: Evidence from SMEs in a developing country
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63526043" target="_blank" >RIV/70883521:28120/20:63526043 - isvavai.cz</a>
Result on the web
<a href="https://www.researchgate.net/publication/342715753_Social_Media_and_its_Impact_on_the_Financial_Performance_on_SMEs_in_Developing_Countries_A_Literature_Review" target="_blank" >https://www.researchgate.net/publication/342715753_Social_Media_and_its_Impact_on_the_Financial_Performance_on_SMEs_in_Developing_Countries_A_Literature_Review</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.21511/im.16(4).2020.15" target="_blank" >10.21511/im.16(4).2020.15</a>
Alternative languages
Result language
angličtina
Original language name
Inhibitors of social media as an innovative tool for advertising and MARKETING communication: Evidence from SMEs in a developing country
Original language description
Innovative 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. © This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International license, which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50201 - Economic Theory
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Innovative Marketing
ISSN
1814-2427
e-ISSN
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Volume of the periodical
16
Issue of the periodical within the volume
4
Country of publishing house
UA - UKRAINE
Number of pages
16
Pages from-to
164-179
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85099196171