文章基本信息

标题：Effects of Social Media on Firm Performance and Customer Relations-Evidence from Ghana
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作者：Asare Evans Kwabena ; Kaodui Li ; Osei-Assibey Mandella Bonsu 等
期刊名称：Business and Economic Research
印刷版ISSN：2162-4860
出版年度：2020
卷号：10
期号：1
页码：101-111
DOI：10.5296/ber.v10i1.16013
语种：English
出版社：Macrothink Institute, Inc.
摘要：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.
关键词：Social Media; Customers Relation; Firm Performance; Ghana