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Faculty of Management Sciences

Permanent URI for this communityhttp://ir-dev.dut.ac.za/handle/10321/13

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Author: search.filters.author.Amegbe, HayfordHas files: Yes

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Now showing 1 - 3 of 3
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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.
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    How does SME social media adoption drive marketing performance?
    (Durban University of Technology, 2023) Amegbe, Hayford; Zungu, Nkululeko; Asamoah, Emmanuel
    This study presents an integrated model investigating the dynamics of small and medium enterprise (SME) social media adoption and its impact on SME marketing performance. Drawing data from a cross-sectional survey among 234 SMEs operating in various sectors in Ghana, this research employed a comprehensive analysis using the statistical package for the social sciences and structural equation modelling to test 14 hypotheses. While trust and interactivity were significant drivers of social media adoption, the results revealed the cost and complexity influence on adoption was not substantiated. Additionally, the study underscored the crucial role of organisational, environmental, and entrepreneurial factors in shaping social media adoption patterns among SMEs. Moreover, the findings highlighted the positive social media adoption impact on both non-financial and financial marketing performance, with non-financial marketing performance further contributing to overall financial marketing performance. Despite its contributions, this study acknowledges certain limitations, including its focus on SMEs exclusively present on social media in Accra and the potential implications of these findings on SMEs operating in other regions of Ghana. Overall, this research provides valuable insights into the complex interplay between SME social media adoption and marketing performance, contributing to the broader understanding of digital marketing strategies within the SME sector.