IDEAS home Printed from https://ideas.repec.org/a/ids/ijemre/v15y2024i1p68-88.html
   My bibliography  Save this article

Social media advertising and marketing performance of SMEs in Ghana: moderating roles of firm size and fear of missing out

Author

Listed:
  • George Asamoah
  • Samuel Kingsford Seglah
  • Isaac Sewornu Coffie
  • Lawrence Yaw Kusi
  • Ebenezer Afum
  • Henry Kojo Bonsu-Owu

Abstract

The study sought to examine the impact of social media advertising (SMA) on marketing performance (MP) and the moderating effects of firm size and FoMO on the SMA-MP relationship from an emerging market context. Data from 248 SMEs in Ghana was analysed using PLS-SEM. The study's findings indicate that SMA has a positive and significant relationship with MP, suggesting that when SMEs invest in SMA initiatives, they are more likely to reap the benefit in terms of marketing performance. The study also found that firm size has a substantial negative but significant moderating effect on the SMA-MP association. Additionally, the study's findings also show that FoMO moderates the predictive association between SMA and MP in a positive and substantial way. Implications and avenues for future research are discussed.

Suggested Citation

  • George Asamoah & Samuel Kingsford Seglah & Isaac Sewornu Coffie & Lawrence Yaw Kusi & Ebenezer Afum & Henry Kojo Bonsu-Owu, 2024. "Social media advertising and marketing performance of SMEs in Ghana: moderating roles of firm size and fear of missing out," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 15(1), pages 68-88.
    • Handle: RePEc:ids:ijemre:v:15:y:2024:i:1:p:68-88
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=135530
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijemre:v:15:y:2024:i:1:p:68-88. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=43 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.