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- Collection: Faculty of IT Business
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The sustainability and contribution of Generation Z influenced by hedonic and utilitarian values to use mobile money services for fee payment
The study is designed to establish the impact of Generation Z users' contributions towards sustainable continued use of mobile money service for fee payment among university students. Data for the study were gathered from 1211 students at three…
Distribution intensity and purchase behavior-mediating role of brand equity in oil marketing companies (OMCs): an emerging markets perspective
The purpose of this research study is to investigate the relationship between distribution intensity and purchase behavior of customers in the downstream petroleum industry in Ghana mediated by brand equity. Brand equity components are brand…
An analysis of the impact of strategic marketing on profitability of rural banks–A case study of Dangme Bank
The purpose of this study is to examine the factors that influence strategic marketing in relation to profitability in rural banking in Ghana. The research was conducted to see how management and employees follow strategic marketing programmes in…
Entrepreneurial orientation, social media and SME performance: an emerging economy perspective
Purpose
This study examines the role of social media adoption (SMA), opportunity recognition (OR) and opportunity exploitation (OE) in mediating the relationship between entrepreneurial orientation (EO) and the performance of newly established small…
This study examines the role of social media adoption (SMA), opportunity recognition (OR) and opportunity exploitation (OE) in mediating the relationship between entrepreneurial orientation (EO) and the performance of newly established small…
A conceptual framework: creating competitive advantage through green communication in tourism and hospitality industry
This chapter examines the effect of green advertising and packaging activities on sustainable competitive advantage—the mediation role of effective implementation strategies. The study proposes that corporate environmental activities such as green…
Corporate social responsibility and purchase intentions: perceptions and expectations of young consumers' in Ghana
Despite the growing practice of corporate social responsibility (CSR) within the telecommunications industry of Ghana, it has received limited research attention. Thus, the primary purpose of this study is to examine perceptions and expectations of…
Effect of QR code and mobile money on performance of SMEs in developing countries. The role of dynamic capabilities
The purpose of the study is to examine the effect of QR code payment and mobile money on the performance of SMES in developing countries and the moderating role of dynamic capabilities. A survey method was used to gather data from the target…
Innovation and marketing in Africa–a Ghanaian perspective
Innovation is a natural part of all human societies. Africans are probably more innovative than other races, if necessity is the mother of inventions, and yet have realised the least benefits from the exploitation of innovation in the performance of…