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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

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

2021

Kód důvěrnosti údajů

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

Název periodika

Management and Marketing. Challenges for the Knowledge Society

ISSN

1842-0206

e-ISSN

—

Svazek periodika

16

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

20

Strana od-do

387-406

Kód UT WoS článku

000739943100005

EID výsledku v databázi Scopus

2-s2.0-85123768900