EconPapers    
Economics at your fingertips  
 

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

Evans Asare, Kaodui Li, Osei-Assibey Mandella Bonsu, Obeng Belinda Faamaa and Baah Alexander

Business and Economic Research, 2020, vol. 10, issue 1, 101-111

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.

Keywords: Social Media; Customers Relation; Firm Performance; Ghana (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://www.macrothink.org/journal/index.php/ber/article/view/16013/12488 (application/pdf)
http://www.macrothink.org/journal/index.php/ber/article/view/16013 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mth:ber888:v:10:y:2020:i:1:p:101-111

Access Statistics for this article

Business and Economic Research is currently edited by Daisy Young

More articles in Business and Economic Research from Macrothink Institute
Bibliographic data for series maintained by Technical Support Office ( this e-mail address is bad, please contact ).

 
Page updated 2022-11-08
Handle: RePEc:mth:ber888:v:10:y:2020:i:1:p:101-111