Inhibitors of social media as an innovative tool for advertising and MARKETING communication: Evidence from SMEs in a developing country

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Inhibitors of social media as an innovative tool for advertising and MARKETING communication: Evidence from SMEs in a developing country

Popis výsledku v původním jazyce

Innovative marketing has given rise to practitioners&apos; and scholars&apos; 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&apos;company&apos;s size&apos; as well as&apos;availability of social media channel/tool&apos; 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.

Název v anglickém jazyce

Inhibitors of social media as an innovative tool for advertising and MARKETING communication: Evidence from SMEs in a developing country

Popis výsledku anglicky

Innovative marketing has given rise to practitioners&apos; and scholars&apos; 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&apos;company&apos;s size&apos; as well as&apos;availability of social media channel/tool&apos; 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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50201 - Economic Theory

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

Innovative Marketing

ISSN

1814-2427

e-ISSN

—

Svazek periodika

16

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

UA - Ukrajina

Počet stran výsledku

16

Strana od-do

164-179

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85099196171