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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2022

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

1816-6326

Svazek periodika

18

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

UA - Ukrajina

Počet stran výsledku

15

Strana od-do

84-98

Kód UT WoS článku

000858625700008

EID výsledku v databázi Scopus

2-s2.0-85141414492