Pub Date : 2022-09-06DOI: 10.31920/1750-4562/2022/v17n3a8
Ankit Katrodia
There has been an increase in the number of organisations using social media for marketing purposes, consistent with the popularity of social media for personal and corporate use. Consequently, organisations find it easy and convenient to use social media for marketing purposes. The study was in response to two problems. First, organisations now need to prioritise resources when it comes to marketing, but the returns from social media are unknown. Secondly, the impact of other marketing channels has rarely been evaluated. This study compared the usage of competing marketing channels to determine the one that is worth pursuing for an organisation if prioritisation is to be done. A case study approach was used, focusing on the XYZ Private Limited Company in South Africa. The quantitative research design was adopted as the strategy of inquiry, making use of closed questions in a questionnaire survey. Results indicated that, despite the growing prevalence of social media marketing, with Facebook and LinkedIn dominating the marketing, there was also a strong dependence on conventional marketing channels such as newspapers, magazines and direct mail by XYZ Private Limited. A multipronged approach remains key in marketing to enable reaching out to a diversity of clients but, if resources are limited, social media channels have proven to be cheaper in reaching out to young clients.
{"title":"A Comparative Study of Social Media Marketing and Conventional Marketing – A Case Study","authors":"Ankit Katrodia","doi":"10.31920/1750-4562/2022/v17n3a8","DOIUrl":"https://doi.org/10.31920/1750-4562/2022/v17n3a8","url":null,"abstract":"There has been an increase in the number of organisations using social media for marketing purposes, consistent with the popularity of social media for personal and corporate use. Consequently, organisations find it easy and convenient to use social media for marketing purposes. The study was in response to two problems. First, organisations now need to prioritise resources when it comes to marketing, but the returns from social media are unknown. Secondly, the impact of other marketing channels has rarely been evaluated. This study compared the usage of competing marketing channels to determine the one that is worth pursuing for an organisation if prioritisation is to be done. A case study approach was used, focusing on the XYZ Private Limited Company in South Africa. The quantitative research design was adopted as the strategy of inquiry, making use of closed questions in a questionnaire survey. Results indicated that, despite the growing prevalence of social media marketing, with Facebook and LinkedIn dominating the marketing, there was also a strong dependence on conventional marketing channels such as newspapers, magazines and direct mail by XYZ Private Limited. A multipronged approach remains key in marketing to enable reaching out to a diversity of clients but, if resources are limited, social media channels have proven to be cheaper in reaching out to young clients.","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46887908","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-06DOI: 10.31920/1750-4562/2022/v17n3a5
Michael Boakye Yiadom, M. Tait
Experiential marketing is being considered by researchers and marketers as an alternative solution to traditional marketing for achieving the best results for organisational lifetime value. However, network operators are preoccupied with traditional marketing programmes and strategies, which have produced limited results (value). This study sought to utilise experiential marketing as a tool to create value for mobile network operators, as well as provide recommendations to avoid future gaps. This study utilised a positivistic paradigm and a quantitative approach through a self-administered, structured hard copy questionnaire for data collection. Stratification and convenience sampling techniques were used to select participants from each of the regional offices of the network operators in Ghana. The database of the national communication authority (NCA) of Ghana was accessed to identify the number of registered operators and the associated subscribed customers in the country. A total of 415 customers responded to the survey. The study concluded that experiential marketing had a positive and sustainable influence on value (business value). It is envisaged that this study could assist network operators and other businesses to create value by understanding the factors influencing experiential marketing, thereby assisting in the formulation of effective and efficient strategies and decisions. Furthermore, this study offers practical recommendations that could strengthen businesses when establishing experiential marketing programmes. Additionally, this study enhances the body of knowledge regarding experiential marketing and value creation in the context of mobile network operators.
{"title":"Experiential Marketing as a Mechanism to Deliver Value for Mobile Network Operators","authors":"Michael Boakye Yiadom, M. Tait","doi":"10.31920/1750-4562/2022/v17n3a5","DOIUrl":"https://doi.org/10.31920/1750-4562/2022/v17n3a5","url":null,"abstract":"Experiential marketing is being considered by researchers and marketers as an alternative solution to traditional marketing for achieving the best results for organisational lifetime value. However, network operators are preoccupied with traditional marketing programmes and strategies, which have produced limited results (value). This study sought to utilise experiential marketing as a tool to create value for mobile network operators, as well as provide recommendations to avoid future gaps. This study utilised a positivistic paradigm and a quantitative approach through a self-administered, structured hard copy questionnaire for data collection. Stratification and convenience sampling techniques were used to select participants from each of the regional offices of the network operators in Ghana. The database of the national communication authority (NCA) of Ghana was accessed to identify the number of registered operators and the associated subscribed customers in the country. A total of 415 customers responded to the survey. The study concluded that experiential marketing had a positive and sustainable influence on value (business value). It is envisaged that this study could assist network operators and other businesses to create value by understanding the factors influencing experiential marketing, thereby assisting in the formulation of effective and efficient strategies and decisions. Furthermore, this study offers practical recommendations that could strengthen businesses when establishing experiential marketing programmes. Additionally, this study enhances the body of knowledge regarding experiential marketing and value creation in the context of mobile network operators.","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"69787467","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-06DOI: 10.31920/1750-4562/2022/v17n3a4
Cheick Kader M’baye
This article empirically investigated the causal relationship between labour productivity and economic growth in the West African Economic and Monetary Union (WAEMU) region. Recent panel cointegration and Granger causality techniques were adopted to analyse this relationship for the period 1994 to 2018. For robustness checks, three main Granger causality tests were applied in the context of panel VAR, namely: (a) the standard stacked Granger causality, (b) the Dumitrescu and Hurlin (2012) Granger causality, and (c) the Toda and Yamamoto (1995) augmented VAR approach to Granger causality. Contrary to the previous literature and general beliefs, the study found no evidence (neither in the short-run nor in the long-run) of a causal relationship between labour productivity and economic growth in the WAEMU region. The finding suggested that, as long as one considers labour input a determinant of economic growth, the latter is rather intensive labour-based than efficient labour-based in the case of WAEMU. This puzzling result can be explained by the low structural level of labour productivity stemming from the very high proportion of informal employment in these countries. The finding provided important policy implications for the WAEMU countries notably in terms of improving labour productivity in the informal economy, which appears to be the fundamental key to economic development in these countries.
{"title":"Labour Productivity and Economic Growth in the WAEMU Region: Both a Puzzle and a Key to Economic Development?","authors":"Cheick Kader M’baye","doi":"10.31920/1750-4562/2022/v17n3a4","DOIUrl":"https://doi.org/10.31920/1750-4562/2022/v17n3a4","url":null,"abstract":"This article empirically investigated the causal relationship between labour productivity and economic growth in the West African Economic and Monetary Union (WAEMU) region. Recent panel cointegration and Granger causality techniques were adopted to analyse this relationship for the period 1994 to 2018. For robustness checks, three main Granger causality tests were applied in the context of panel VAR, namely: (a) the standard stacked Granger causality, (b) the Dumitrescu and Hurlin (2012) Granger causality, and (c) the Toda and Yamamoto (1995) augmented VAR approach to Granger causality. Contrary to the previous literature and general beliefs, the study found no evidence (neither in the short-run nor in the long-run) of a causal relationship between labour productivity and economic growth in the WAEMU region. The finding suggested that, as long as one considers labour input a determinant of economic growth, the latter is rather intensive labour-based than efficient labour-based in the case of WAEMU. This puzzling result can be explained by the low structural level of labour productivity stemming from the very high proportion of informal employment in these countries. The finding provided important policy implications for the WAEMU countries notably in terms of improving labour productivity in the informal economy, which appears to be the fundamental key to economic development in these countries.","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49061347","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-09-06DOI: 10.31920/1750-4562/2022/v17n3a9
Peter Kwasi Oppong, J. Mensah, Matilda Addae
High levels of brand awareness, image and credibility have a profound impact on customers’ favourable word-of-mouth behaviour, which can lead to an increase in market share. Despite the important role of brand awareness, image and credibility in supporting customers’ word-of- mouth behaviour, there are limited studies on the mediating role of brand credibility in the impact of brand awareness and image on word-of-mouth praise and activity in the herbal market. Hence, this paper aimed to investigate the impact of brand awareness and brand image on word-of-mouth activity and praise via the mediating role of brand credibility in the herbal market. Data were gathered from a sample of 265 customers in the Cape Coast herbal market using a systematic sampling technique. The research hypotheses were statistically analysed through structural equation modelling, using SPSS and Amos 26. The research found that the impact of brand awareness and brand image on word-of-mouth activity is not mediated by brand credibility. However, the effect of brand awareness and image on word-of-mouth praise is fully mediated by brand credibility. The research established that brand credibility is an important element in building brand awareness and image to strengthen word-of-mouth praise in the herbal market in Ghana.
{"title":"Effect of Brand Equity on Consumers` Word-of-Mouth Behaviour in Herbal Market in Ghana","authors":"Peter Kwasi Oppong, J. Mensah, Matilda Addae","doi":"10.31920/1750-4562/2022/v17n3a9","DOIUrl":"https://doi.org/10.31920/1750-4562/2022/v17n3a9","url":null,"abstract":"High levels of brand awareness, image and credibility have a profound impact on customers’ favourable word-of-mouth behaviour, which can lead to an increase in market share. Despite the important role of brand awareness, image and credibility in supporting customers’ word-of- mouth behaviour, there are limited studies on the mediating role of brand credibility in the impact of brand awareness and image on word-of-mouth praise and activity in the herbal market. Hence, this paper aimed to investigate the impact of brand awareness and brand image on word-of-mouth activity and praise via the mediating role of brand credibility in the herbal market. Data were gathered from a sample of 265 customers in the Cape Coast herbal market using a systematic sampling technique. The research hypotheses were statistically analysed through structural equation modelling, using SPSS and Amos 26. The research found that the impact of brand awareness and brand image on word-of-mouth activity is not mediated by brand credibility. However, the effect of brand awareness and image on word-of-mouth praise is fully mediated by brand credibility. The research established that brand credibility is an important element in building brand awareness and image to strengthen word-of-mouth praise in the herbal market in Ghana.","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41766729","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Throughout the course of history, annexation has littered the international scene as major powers exert their force in the takeover of smaller lands. Sometimes these takeovers are violent and others are not, but what we undoubtably see is that annexation will be successful if economic indicators rise, post-acquisition. We will focus our attention to three prominent cases of annexation by major powers: Crimea, Kashmir and Hong Kong. We will briefly examine what our study suggests for Ukraine and Taiwan. Our first aim will be to arrive at a developed scenario analysis that identifies actions taken by governments to harmonize territorial integrity. The second aim is to identify the consequences of annexation from a financial pers. Results of this study suggest that financial conditions within the contested areas are an indicator of political stability and successful annexation. Regardless of external pressure from the international community, successful annexation can be achieved. Findings indicate that as overall GDPPC rises and property values rise, the contested area has support from local constituencies for annexation by the major power.
{"title":"Annexation Stability and Financial Markets","authors":"Kristina Khederlarian","doi":"10.5296/ber.v12i3.20080","DOIUrl":"https://doi.org/10.5296/ber.v12i3.20080","url":null,"abstract":"Throughout the course of history, annexation has littered the international scene as major powers exert their force in the takeover of smaller lands. Sometimes these takeovers are violent and others are not, but what we undoubtably see is that annexation will be successful if economic indicators rise, post-acquisition. We will focus our attention to three prominent cases of annexation by major powers: Crimea, Kashmir and Hong Kong. We will briefly examine what our study suggests for Ukraine and Taiwan. Our first aim will be to arrive at a developed scenario analysis that identifies actions taken by governments to harmonize territorial integrity. The second aim is to identify the consequences of annexation from a financial pers. Results of this study suggest that financial conditions within the contested areas are an indicator of political stability and successful annexation. Regardless of external pressure from the international community, successful annexation can be achieved. Findings indicate that as overall GDPPC rises and property values rise, the contested area has support from local constituencies for annexation by the major power.","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":"178 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"74340599","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The development of the geopark performance in Ciletuh is very rapid, from the performance of the national geopark to the global geopark predicate from UNESCO. In the course of its operations, problems arise out of the management and development of sustainable tourism. This occurs because of the use of natural resources do not pay attention to its natural management. Global geopark management in Ciletuh faces challenges to the form of dirty geopark environment due to tourism activities. This is a challenge to geopark managers based on sustainable tourism. This study created to assist geopark managers in overcoming these challenges. In addition, this study also provides information on the current performance of the Ciletuh global-geopark. Overcoming these obstacles is of course aim at strengthening the global performance of the geopark in UNESCO's future reassessment. To improve this performance, this study also seeks to find alternative strategies to utilize local culture that support tourism activities in Ciletuh global-geopark.
{"title":"Evolving sustainability Ciletuh’s Global Geopark","authors":"S. Hengky","doi":"10.5296/ber.v12i3.20107","DOIUrl":"https://doi.org/10.5296/ber.v12i3.20107","url":null,"abstract":"The development of the geopark performance in Ciletuh is very rapid, from the performance of the national geopark to the global geopark predicate from UNESCO. In the course of its operations, problems arise out of the management and development of sustainable tourism. This occurs because of the use of natural resources do not pay attention to its natural management. Global geopark management in Ciletuh faces challenges to the form of dirty geopark environment due to tourism activities. This is a challenge to geopark managers based on sustainable tourism. This study created to assist geopark managers in overcoming these challenges. In addition, this study also provides information on the current performance of the Ciletuh global-geopark. Overcoming these obstacles is of course aim at strengthening the global performance of the geopark in UNESCO's future reassessment. To improve this performance, this study also seeks to find alternative strategies to utilize local culture that support tourism activities in Ciletuh global-geopark.","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":"40 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90983532","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-28DOI: 10.31920/1750-4562/2022/v17n2a2
Sodiq Arogundad, Biyase Mduduzi, Hinaunye Eitaa
{"title":"Determinants of Foreign Direct Investment in Sub-Saharan African Countries: Role of Third Country Effects","authors":"Sodiq Arogundad, Biyase Mduduzi, Hinaunye Eitaa","doi":"10.31920/1750-4562/2022/v17n2a2","DOIUrl":"https://doi.org/10.31920/1750-4562/2022/v17n2a2","url":null,"abstract":"","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43327815","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-28DOI: 10.31920/1750-4562/2022/v17n2a1
Fatima Harvey, Kerrin Myres, G. Price
{"title":"The Impact of Framing on Impact Investing","authors":"Fatima Harvey, Kerrin Myres, G. Price","doi":"10.31920/1750-4562/2022/v17n2a1","DOIUrl":"https://doi.org/10.31920/1750-4562/2022/v17n2a1","url":null,"abstract":"","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43915973","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-28DOI: 10.31920/1750-4562/2022/v17n2a3
Erasmus Yaw Afriyie, Germain Kofi Acka Aidoob
{"title":"Cross-Border Banking and Financial Performance in Ghana: A Comparative Analysis of Local and Foreign Commercial Banks","authors":"Erasmus Yaw Afriyie, Germain Kofi Acka Aidoob","doi":"10.31920/1750-4562/2022/v17n2a3","DOIUrl":"https://doi.org/10.31920/1750-4562/2022/v17n2a3","url":null,"abstract":"","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44254233","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-28DOI: 10.31920/1750-4562/2022/v17n2a4
T. Qabhobho
{"title":"Characterising Exchange Rate Policies of Selected SADC Countries before, during, and after 2007/2008 Global Financial Crisis (GFC): An Anchor Currencies’ Influence Analysis","authors":"T. Qabhobho","doi":"10.31920/1750-4562/2022/v17n2a4","DOIUrl":"https://doi.org/10.31920/1750-4562/2022/v17n2a4","url":null,"abstract":"","PeriodicalId":37165,"journal":{"name":"African Journal of Business and Economic Research","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42161642","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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