African Journal of Business and Economic Research最新文献_第9页

A Comparative Study of Social Media Marketing and Conventional Marketing – A Case Study 社交媒体营销与传统营销的比较研究——一个案例

African Journal of Business and Economic Research Pub Date : 2022-09-06 DOI: 10.31920/1750-4562/2022/v17n3a8

Ankit Katrodia

{"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}

引用次数: 0

Experiential Marketing as a Mechanism to Deliver Value for Mobile Network Operators 体验营销作为移动网络运营商的价值传递机制

African Journal of Business and Economic Research Pub Date : 2022-09-06 DOI: 10.31920/1750-4562/2022/v17n3a5

Michael Boakye Yiadom, M. Tait

{"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}

引用次数: 0

Labour Productivity and Economic Growth in the WAEMU Region: Both a Puzzle and a Key to Economic Development? 西非经货联盟地区的劳动生产率和经济增长：经济发展的难题和关键？

African Journal of Business and Economic Research Pub Date : 2022-09-06 DOI: 10.31920/1750-4562/2022/v17n3a4

Cheick Kader M’baye

{"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}

引用次数: 1

Effect of Brand Equity on Consumers` Word-of-Mouth Behaviour in Herbal Market in Ghana 加纳草药市场品牌资产对消费者口碑行为的影响

African Journal of Business and Economic Research Pub Date : 2022-09-06 DOI: 10.31920/1750-4562/2022/v17n3a9

Peter Kwasi Oppong, J. Mensah, Matilda Addae

{"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}

引用次数: 0

Annexation Stability and Financial Markets 兼并稳定与金融市场

African Journal of Business and Economic Research Pub Date : 2022-08-22 DOI: 10.5296/ber.v12i3.20080

Kristina Khederlarian

引用次数: 0

Evolving sustainability Ciletuh’s Global Geopark 不断发展的可持续性奇列图世界地质公园

African Journal of Business and Economic Research Pub Date : 2022-07-24 DOI: 10.5296/ber.v12i3.20107

S. Hengky

引用次数: 0

Determinants of Foreign Direct Investment in Sub-Saharan African Countries: Role of Third Country Effects 撒哈拉以南非洲国家外国直接投资的决定因素：第三国效应的作用

African Journal of Business and Economic Research Pub Date : 2022-06-28 DOI: 10.31920/1750-4562/2022/v17n2a2

Sodiq Arogundad, Biyase Mduduzi, Hinaunye Eitaa

引用次数: 0

The Impact of Framing on Impact Investing 框架对影响投资的影响

African Journal of Business and Economic Research Pub Date : 2022-06-28 DOI: 10.31920/1750-4562/2022/v17n2a1

Fatima Harvey, Kerrin Myres, G. Price

引用次数: 0

Cross-Border Banking and Financial Performance in Ghana: A Comparative Analysis of Local and Foreign Commercial Banks 加纳的跨境银行业务与财务绩效:本地和外国商业银行的比较分析

African Journal of Business and Economic Research Pub Date : 2022-06-28 DOI: 10.31920/1750-4562/2022/v17n2a3

Erasmus Yaw Afriyie, Germain Kofi Acka Aidoob

引用次数: 0

Characterising Exchange Rate Policies of Selected SADC Countries before, during, and after 2007/2008 Global Financial Crisis (GFC): An Anchor Currencies’ Influence Analysis 2007/2008年全球金融危机之前、期间和之后SADC国家的汇率政策特征:锚定货币的影响分析

African Journal of Business and Economic Research Pub Date : 2022-06-28 DOI: 10.31920/1750-4562/2022/v17n2a4

T. Qabhobho

引用次数: 0