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Research Publications (Management Sciences)

Permanent URI for this collectionhttp://ir-dev.dut.ac.za/handle/10321/217

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Author: search.filters.author.Hanu, Charles

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    The dynamics of customer value and brand love among shoppers in emerging market
    (Informa UK Limited, 2023-12-11) Amegbe, Hayford; Hanu, Charles; Zungu, Nkululeko PraiseGod
    This study examines customer value, trust, psychological ownership, satisfaction, and brand love among customers of shopping malls. This study employed a quantitative research design. An online questionnaire was used to elicited data from 484 Ghanaian shopping mall customers in Accra, using convenient sampling. Seven hypotheses were developed and tested using structural equation modelling (SEM). The study finds that utilitarian and social values predict trust, while trust influences psychological ownership. Additionally, psychological ownership influences satisfaction and brand love, while satisfaction affects brand love. The study’s value rests in introducing relatively new constructs, such as psychological ownership and brand love to understand how customer value can be achieved, especially from a developing country’s context, where there is a paucity of such studies.
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    SMEs social media adoption and financial and non-financial marketing performance
    (Growing Science, 2023) Amegbe, Hayford; Zungu, Nkululeko PraiseGod; Hanu, Charles
    The study employs the Technology, Organisational, and Environmental (TOE) theory to examine the role of SMEs’ adoption of social media on financial and non-financial marketing performance in Ghana. Data were collected from SMEs in Accra, Ghana. The study tested seven hypotheses and two moderators. A total of 452 usable sample size were analyzed using structural equation modelling (SEM). The outcome reveals a positive and significant relationship between social media adoption and SMEs' financial and non-financial performance in Ghana. Additionally, a direct relationship between the TOE and SMEs’ social media adoption was confirmed. Although the generalizability of this study is limited due to a single country study, it is still relevant in contributing to a better understanding of social media adoption literature among SMEs, especially from a developing country context. This study is part of the few studies that have used the Technology, Organisational, and Environmental theory to understand social media adoption and marketing performance in the context of an emerging country.