Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication's products and services? Evidence from Ghana

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F22%3A63556979" target="_blank" >RIV/70883521:28120/22:63556979 - isvavai.cz</a>

Result on the web

<a href="https://www.businessperspectives.org/index.php/journals/innovative-marketing/issue-411/does-brand-personality-mediate-the-link-between-social-media-usage-and-customer-buying-decisions-on-telecommunication-s-products-and-services-evidence-from-ghana" target="_blank" >https://www.businessperspectives.org/index.php/journals/innovative-marketing/issue-411/does-brand-personality-mediate-the-link-between-social-media-usage-and-customer-buying-decisions-on-telecommunication-s-products-and-services-evidence-from-ghana</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21511/im.18(3).2022.08" target="_blank" >10.21511/im.18(3).2022.08</a>

Result language

angličtina

Original language name

Does brand personality mediate the link between social media usage and customer buying decisions on telecommunication's products and services? Evidence from Ghana

Original language description

Social media marketing has vastly benefitted businesses, including the development of brand identity via solid communication channels. Innovative marketing tools have proven effective among service and non-service-based businesses. This study examines the impact of social media on customer buying decisions via brand personality attributes among telecom products (e.g., mobile phones, sim cards, and data subscriptions) in Ghana. A positivist research paradigm with a non-probability sampling were deployed to achieve study goals. A structured questionnaire was designed to collect the data from subscribers of the telecom giants (MTN, Vodafone, and Airtel-Tigo) in the capital of Ghana through a non-probability sampling technique (snowball/referral method). Both self-administered and online survey (link) were deployed with strict adherence to Covid-19 protocols. A valid data set of 414 (representing 82% of response rate) from 507 responses was received for data processing. PLS-SEM was applied to analyze the study hypothesis. The study identified five main brand personality attributes (i.e., brand sincerity, brand excitement, brand competence, brand sophistication, and brand ruggedness) as mediators of the proposed framework. The study found that brand sincerity, brand excitement, and brand competence played a significant mediation effect on the relationship between social media usage and customer buying decisions, whereas brand sophistication and brand ruggedness did not. The findings suggest that brand management plays an interconnected role in customer decision-making in which brand practitioners should take a keynote regarding their strategic marketing decisions. Finally, the paper recommends that future research consider a mixed approach to offer an in-depth analysis.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2022

Confidentiality

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

Name of the periodical

Innovative Marketing

ISSN

1814-2427

e-ISSN

1816-6326

Volume of the periodical

18

Issue of the periodical within the volume

3

Country of publishing house

UA - UKRAINE

Number of pages

15

Pages from-to

84-98

UT code for WoS article

000858625700008

EID of the result in the Scopus database

2-s2.0-85141414492