The Experts below are selected from a list of 19275 Experts worldwide ranked by ideXlab platform

Raphael Odoom - One of the best experts on this subject based on the ideXlab platform.

  • Mobile money usage and continuance intention among micro enterprises in an emerging market – the mediating role of agent credibility
    Journal of Systems and Information Technology, 2020
    Co-Authors: Raphael Odoom, John Paul Kosiba
    Abstract:

    Currently, mobile payments have become pervasive in electronic commerce and are steadily increasing in many regions worldwide. In the literature, however, its continued usage among consumers is deemed equivocal, particularly among small businesses. This study uses the unified theory of acceptance and use of technology (UTAUT) to examine mobile money continuance intention among micro enterprises in an emerging/less-developed economy. This study aims to explore the mediating role of agent credibility on this relationship, given that these agents are contingent actors between service providers and mobile money users.,After a preliminary qualitative enquiry, quantitative data collected from 584 micro enterprises were tested from the UTAUT perspective, using structural equation modelling.,Findings from the study establish the applicability of the UTAUT in explaining the antecedents, motivations and continuance intention of mobile money usage among micro enterprises. Further, beyond their direct effects, the UTAUT conditions have indirect effects on the continuance intention through their effect on perceived agent credibility.,The findings provide evidence to issues of research and Managerial Interest, offering insightful implications to the academic and practitioner communities, respectively.

  • Branding efforts and SME performance – an empirical investigation of variations across firm sizes and business sectors
    Journal of Research in Marketing and Entrepreneurship, 2017
    Co-Authors: Raphael Odoom, Priscilla Mensah, George Asamoah
    Abstract:

    Purpose This paper aims to draw on the organizational ecology theory to examine variations in branding efforts and performance of small and medium-sized enterprises (SMEs) across enterprises sizes and business operating sectors. Design/methodology/approach A four-stage analysis involving principal component analysis, Pearson correlation, ANOVA and logistic regressions was used on a sample of 430 SMEs within an emerging market. Findings Principal component analysis identified four brand marketing efforts relevant to the SMEs. These efforts were used in fluctuating extents among small-sized versus medium-sized enterprises, as well as manufacturing versus services SMEs. Additionally, proportionate levels of performance corollaries were found to be accruable across the enterprise sizes and operating sectors. Originality/value The paper first identifies four brand-building efforts germane to SMEs within an emerging market and examines their precise contributions to firm performance within enterprise sizes and business operating sectors. It further reinforces the relevance of brand marketing programs to the growth of SMEs by establishing the likelihood and extent to which brand-building efforts impact on SME performance across enterprise sizes, as well as operating sectors. The study also presents issues of potential research and Managerial Interest from an emerging market, offering insightful implications to researchers and SME managers.

  • Branding capabilities and SME performance in an emerging market: The moderating effect of brand regulations
    Marketing Intelligence & Planning, 2017
    Co-Authors: Raphael Odoom, George Cudjoe Agbemabiese, Thomas Anning-dorson, Priscilla Mensah
    Abstract:

    Purpose The purpose of this paper is to test the effect of brand regulations on the relationship between enterprises’ branding capabilities (internal and external) and performance. It also examines the hypothesized relationship effects across manufacturing and service-based enterprises. Design/methodology/approach The study uses data from 384 small- and medium-sized enterprises (SMEs) within an emerging market setting. Moderated hierarchical regression was used to examine the theoretical interrelationships between branding capabilities and enterprise performance within the boundaries of regulations. Findings Results from the study suggest that both internal and external branding capabilities positively affect enterprise performance. However, the effect is confounded as brand regulations attenuate the relationship between enterprises’ branding capabilities and performance. Varying outcomes across manufacturing and service-based enterprises are also assessed. Originality/value The study suggests that policy makers should review regulations on businesses, particularly those relating to the small business sector. Regulations that ameliorate activities of SMEs should be implemented to promote existing enterprises, and attract new ones for industrialization in emerging markets. The findings provide evidence for issues of potential research and Managerial Interest, with implications for both policy makers, small business owners and the academic community.

  • Antecedents of social media usage and performance benefits in small- and medium-sized enterprises (SMEs)
    Journal of Enterprise Information Management, 2017
    Co-Authors: Raphael Odoom, Thomas Anning-dorson, George Acheampong
    Abstract:

    Despite the blossoming nature of social media marketing, the nuances and implications among small- and medium-sized enterprises (SMEs) appear to be under-researched in literature. The purpose of this paper is to progress knowledge and offer extended understanding of the motivations and performance benefits of social media accrued by SMEs with an empirical study from an emerging economy.,Based on past research, the study hypothesizes that interactivity, compatibility and cost effectiveness are motivations germane to social media usage, which consequently offer performance benefits. Data from 210 SMEs (having Facebook and/or Twitter accounts) are employed to investigate the proposed conceptual model using structural equation modeling with sub-group analysis.,Finding from this study demonstrate that the interdependencies of social media motivations, as well as effects of social media usage are positive but erratic across product-based and service-based SMEs. Moreover, SMEs who offer physical products are more likely to employ social media based on cost-effective motives while service SMEs are more likely to consider interactivity as a key motivation. Additionally, findings from the study data suggest that in a tale of two sites, Facebook proved to edge Twitter in terms of engendering performance benefits among SME users.,The findings provide evidence to issues of potential research and Managerial Interest, offering insightful implications to the academic and practitioner communities. Evidently, irrespective of some usage bottlenecks, SMEs in emerging markets appears to be reaping enhanced social media benefits by deploying their marketing campaigns via multiple platforms.

  • Brand-building efforts in high and low performing small and medium-sized enterprises (SMEs)
    Journal of Small Business and Enterprise Development, 2016
    Co-Authors: Raphael Odoom
    Abstract:

    Purpose The purpose of this paper is to examine brand-building efforts within small- and medium-sized enterprises (SMEs) in an attempt to understand the extent to which such efforts are undertaken in high- and low-performing enterprises. Design/methodology/approach The study uses data from 430 SMEs in an emerging market. After evaluating scale measures with exploratory and confirmatory factor analyses, multiple stage analyses involving cluster analysis, ANOVA and hierarchical regression with sub-group analysis were used to examine the theoretical relationships among the constructs. Findings Findings from the study identify four composite brand-building efforts that influence SMEs’ performance. These are implemented in varying extents, culminating into proportional levels of performance within high- and low-performing SMEs. Significant differences with regard to profit margin, market share, sales volume, customer base and new product success are also exhibited in the two enterprise segments. Originality/value The results provide evidence to issues of research and Managerial Interest, offering insightful implications to the academic and practitioner communities. The paper offers a preliminary attempt to progress literature by synthesizing various brand-building efforts under four broader theorizations in SMEs setting.

George Acheampong - One of the best experts on this subject based on the ideXlab platform.

  • The role of theories in social marketing in predicting physical activity behavior among the youth
    Journal of Social Marketing, 2019
    Co-Authors: Ernest Yaw Tweneboah-koduah, Matilda Adams, George Acheampong
    Abstract:

    The purpose of this paper is to integrate the theory of planned behavior (TBP) and the technology acceptance model (TAM) in social marketing to predict and explain technology adoption (gym equipment use) in physical activity (PA) behavior among Ghanaian youth.,A quantitative approach was adopted for this study. The empirical data for this paper were drawn from 314 youth who are gym equipment users. The hypothesized relationships were analyzed using structural equation modeling.,This study found that the salient beliefs, namely, attitude, subjective norm and behavioral control toward gym equipment use, do not sufficiently explain PA adoption. However, a better result emerges when these salient beliefs are combined with perceived usefulness (PU) and ease of use (TAM).,This paper provides evidence for issues of potential research, policy and Managerial Interest. The study findings showed that PA adoption, not PEOU, was directly impacted by PU. Thus, policymakers and implementers of social marketing intervention programs should promote the positive attitude toward gym equipment technology use and the perceptions of usefulness (improve cardiorespiratory fitness, feeling healthy and building muscle strength) of using gym equipment technology instead of ease of use to increase PA technology adoption behavior.,Considering the uniqueness of this current study in the Ghanaian context, to the best of the authors’ knowledge, this paper is the first to integrate two influential theories, namely, the TPB and TAM, to examine the effects of the TPB and TAM variables on the adoption of technology (gym equipment use) in PA among the youth.

  • Antecedents of social media usage and performance benefits in small- and medium-sized enterprises (SMEs)
    Journal of Enterprise Information Management, 2017
    Co-Authors: Raphael Odoom, Thomas Anning-dorson, George Acheampong
    Abstract:

    Despite the blossoming nature of social media marketing, the nuances and implications among small- and medium-sized enterprises (SMEs) appear to be under-researched in literature. The purpose of this paper is to progress knowledge and offer extended understanding of the motivations and performance benefits of social media accrued by SMEs with an empirical study from an emerging economy.,Based on past research, the study hypothesizes that interactivity, compatibility and cost effectiveness are motivations germane to social media usage, which consequently offer performance benefits. Data from 210 SMEs (having Facebook and/or Twitter accounts) are employed to investigate the proposed conceptual model using structural equation modeling with sub-group analysis.,Finding from this study demonstrate that the interdependencies of social media motivations, as well as effects of social media usage are positive but erratic across product-based and service-based SMEs. Moreover, SMEs who offer physical products are more likely to employ social media based on cost-effective motives while service SMEs are more likely to consider interactivity as a key motivation. Additionally, findings from the study data suggest that in a tale of two sites, Facebook proved to edge Twitter in terms of engendering performance benefits among SME users.,The findings provide evidence to issues of potential research and Managerial Interest, offering insightful implications to the academic and practitioner communities. Evidently, irrespective of some usage bottlenecks, SMEs in emerging markets appears to be reaping enhanced social media benefits by deploying their marketing campaigns via multiple platforms.

Dominique Carry - One of the best experts on this subject based on the ideXlab platform.

  • Louer ou acheter l'usage, une interprétation écocitoyenne de l'offre de service – Cas des biens en partage
    Management & Avenir, 2014
    Co-Authors: Dominique Carry
    Abstract:

    Des offres fleurissent dans les villes : Autolib’, l’autopartage. Consommer l’usage suppose de partager l’utilisation du bien à plusieurs et d’accepter de se dégager de la matérialité au profit de la fonctionnalité. C’est aussi une consommation plus écocitoyenne. Nous présentons une typologie des logiques de consommation et l’intérêt managérial d’un positionnement écocitoyen. [English] Offers of sharing services are springing up in cities : Autolib’, car sharing.... Consuming the use involves sharing the service with multiple users and agreeing to separate oneself from all materialism idea in favor of functionality. That too is a responsible ecocitizen consumption. We will propose a typology logical consumer goods share and the Managerial Interest of a strategy of differentiation based on eco-citizen positioning to distribute the location of the use.

  • Louer ou acheter l'usage, une interprétation écocitoyenne de l'offre de service – Cas des biens en partage
    Management & Avenir, 2014
    Co-Authors: Dominique Carry
    Abstract:

    Des offres fleurissent dans les villes : Autolib', l'autopartage. Consommer l'usage suppose de partager l'utilisation du bien a plusieurs et d'accepter de se degager de la materialite au profit de la fonctionnalite. C'est aussi une consommation plus ecocitoyenne. Nous presentons une typologie des logiques de consommation et l'interet Managerial d'un positionnement ecocitoyen. [English] Offers of sharing services are springing up in cities : Autolib', car sharing.... Consuming the use involves sharing the service with multiple users and agreeing to separate oneself from all materialism idea in favor of functionality. That too is a responsible ecocitizen consumption. We will propose a typology logical consumer goods share and the Managerial Interest of a strategy of differentiation based on eco-citizen positioning to distribute the location of the use.

Michael Terry - One of the best experts on this subject based on the ideXlab platform.

Ernest Yaw Tweneboah-koduah - One of the best experts on this subject based on the ideXlab platform.

  • The role of theories in social marketing in predicting physical activity behavior among the youth
    Journal of Social Marketing, 2019
    Co-Authors: Ernest Yaw Tweneboah-koduah, Matilda Adams, George Acheampong
    Abstract:

    The purpose of this paper is to integrate the theory of planned behavior (TBP) and the technology acceptance model (TAM) in social marketing to predict and explain technology adoption (gym equipment use) in physical activity (PA) behavior among Ghanaian youth.,A quantitative approach was adopted for this study. The empirical data for this paper were drawn from 314 youth who are gym equipment users. The hypothesized relationships were analyzed using structural equation modeling.,This study found that the salient beliefs, namely, attitude, subjective norm and behavioral control toward gym equipment use, do not sufficiently explain PA adoption. However, a better result emerges when these salient beliefs are combined with perceived usefulness (PU) and ease of use (TAM).,This paper provides evidence for issues of potential research, policy and Managerial Interest. The study findings showed that PA adoption, not PEOU, was directly impacted by PU. Thus, policymakers and implementers of social marketing intervention programs should promote the positive attitude toward gym equipment technology use and the perceptions of usefulness (improve cardiorespiratory fitness, feeling healthy and building muscle strength) of using gym equipment technology instead of ease of use to increase PA technology adoption behavior.,Considering the uniqueness of this current study in the Ghanaian context, to the best of the authors’ knowledge, this paper is the first to integrate two influential theories, namely, the TPB and TAM, to examine the effects of the TPB and TAM variables on the adoption of technology (gym equipment use) in PA among the youth.

  • Using Theory in Social Marketing to Predict Waste Disposal Behaviour among Households in Ghana
    Journal of African Business, 2019
    Co-Authors: Ernest Yaw Tweneboah-koduah, Matilda Adams, Kwamina Minta Nyarku
    Abstract:

    The study sought to examine how a behavioral change theory (theory of planned behavior) could be used in social marketing to predict households’ waste disposal behavior in Ghana. A quantitative approach using self-administered questionnaires was used for this study. Empirical data was drawn from 343 respondents in the Greater Accra Region. Structural Equation Modelling was used to analyze the hypothesized paths/relationships. The study found that attitude was the strongest predictor of behavior, followed by subjective norm and then intention. In relation to waste disposal behavior, this paper provides evidence for issues of potential research and Managerial Interest. Practically, the study findings will help social marketing implementers and policy-makers to develop effective waste disposal intervention programs using variables that are applicable in our context. This study appears to be the first to systematically and quantitatively apply the Theory of Planned Behavior (TPB) in social marketing to investigate waste disposal behavior in an emerging economy context, thus providing empirical evidence for academics, practitioners and public service practises.