Antecedents of social media usage intensity in the financial sector of an emerging economy: a Pls-Sem Algorithm

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F21%3A63534478" target="_blank" >RIV/70883521:28120/21:63534478 - isvavai.cz</a>

Result on the web

<a href="https://www.sciendo.com/article/10.2478/mmcks-2021-0023" target="_blank" >https://www.sciendo.com/article/10.2478/mmcks-2021-0023</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.2478/mmcks-2021-0023" target="_blank" >10.2478/mmcks-2021-0023</a>

Result language

angličtina

Original language name

Antecedents of social media usage intensity in the financial sector of an emerging economy: a Pls-Sem Algorithm

Original language description

The purpose of this paper is to offer a critical understanding of the motivations and benefits of social media usage by small and medium financial enterprises with an empirical study from an emerging economy such as Ghana. Based on previous studies, the current study hypothesizes that customer-firm relationship, financial expectation, firm&apos;s visibility and growth, and market share expectation drive social media usage intensity in the financial industry. Quantitative data was gathered from management and staff of SMEs, specifically, financial institution outlets (having social media channels ie, Facebook, Instagram, YouTube, LinkedIn, etc.) was used to investigate the proposed conceptual framework. Using structural Equation Modelling, the research showed that customer-firm relationship, financial expectation, firm&apos;s visibility and growth, and market share expectation are positively associated with social media usage intensity within the financial sector. Moreover, it was discovered that financial firms that offer physical products only were equally employing social media networks for marketing communication purposes based on cost-effective motives. At the same time, we found that SMEs are more likely to consider ‘market share expectation’as a key motivation for social media adoption by the financial industry. The findings from this study have provided some solutions to potential research issues specific to strategic management practices. Limitations and future research directions are discussed in the concluding remarks.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50201 - Economic Theory

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2021

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Management and Marketing. Challenges for the Knowledge Society

ISSN

1842-0206

e-ISSN

—

Volume of the periodical

16

Issue of the periodical within the volume

4

Country of publishing house

PL - POLAND

Number of pages

20

Pages from-to

387-406

UT code for WoS article

000739943100005

EID of the result in the Scopus database

2-s2.0-85123768900