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Effects of Social Media on Firm Performance and Customer Relations-Evidence from Ghana

Author

Listed:
  • Asare Evans Kwabena
  • Kaodui Li
  • Osei-Assibey Mandella Bonsu
  • Obeng Belinda Faamaa
  • Baah Alexander

Abstract

The possibilities for companies to reach out more people to get in-depth understanding about brand, products, and services is through social media pages. We examined effects of social media on performance and customer relations of companies in Ghana. We obtained data from 390 respondents through structured questionnaires, and was analyzed with statistical package for social science (SPSS). The findings indicate increased awareness and usage of social media by companies in Ghana. However, customer's desire for a products could be influence by company's advertisement through social media post. We established that, managers are expectant with the use of social media enhancing customer's relationship. Therefore, managers should modify their website to complement the social media strategies, identify the actions, wants and demands of customers to improve performance. We discussed several managerial recommendations.

Suggested Citation

  • Asare Evans Kwabena & Kaodui Li & Osei-Assibey Mandella Bonsu & Obeng Belinda Faamaa & Baah Alexander, 2020. "Effects of Social Media on Firm Performance and Customer Relations-Evidence from Ghana," Business and Economic Research, Macrothink Institute, vol. 10(1), pages 101-111, March.
    • Handle: RePEc:mth:ber888:v:10:y:2020:i:1:p:101-111
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    References listed on IDEAS

    as
    1. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    2. Wang, Zhan & Kim, Hyun Gon, 2017. "Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 15-26.
    3. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social Media; Customers Relation; Firm Performance; Ghana;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

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