TY - JOUR
T1 - Social media resources and export performance
T2 - the role of trust and commitment
AU - Mahmoud, Mahmoud Abdulai
AU - Adams, Matilda
AU - Abubakari, Aidatu
AU - Commey, Nicholas Oblitei
AU - Kastner, Adelaide Naa Amerley
N1 - Publisher Copyright:
© 2020, Emerald Publishing Limited.
PY - 2020/5/19
Y1 - 2020/5/19
N2 - Purpose: The study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model. Design/methodology/approach: A quantitative survey design was employed for this study. Empirical data for this paper were drawn from 210 exporting firms in Ghana, using purposive sampling technique. The hypothesized links were analyzed using structural equation modeling. Findings: The result of this study reveals that social media resources and marketing capabilities directly influence export performance and indirectly through commitment and trust. Originality/value: To the best of the authors’ knowledge, this study is among the first to attempt to use an integrated model (resource-based view and commitment-trust theory) to understand and explain an international marketing phenomenon. By concentrating on Ghana, the study offers new insights regarding the pathway for exporting firms in emerging markets.
AB - Purpose: The study sought to examine the influence of social media resources on export performance and the role commitment and trust play in this relationship using an integrated model. Design/methodology/approach: A quantitative survey design was employed for this study. Empirical data for this paper were drawn from 210 exporting firms in Ghana, using purposive sampling technique. The hypothesized links were analyzed using structural equation modeling. Findings: The result of this study reveals that social media resources and marketing capabilities directly influence export performance and indirectly through commitment and trust. Originality/value: To the best of the authors’ knowledge, this study is among the first to attempt to use an integrated model (resource-based view and commitment-trust theory) to understand and explain an international marketing phenomenon. By concentrating on Ghana, the study offers new insights regarding the pathway for exporting firms in emerging markets.
KW - Commitment
KW - Export performance
KW - International marketing
KW - Marketing capabilities
KW - Social media
KW - Trust and resource base view
UR - http://www.scopus.com/inward/record.url?scp=85082959829&partnerID=8YFLogxK
U2 - 10.1108/IMR-02-2019-0084
DO - 10.1108/IMR-02-2019-0084
M3 - Article
AN - SCOPUS:85082959829
SN - 0265-1335
VL - 37
SP - 273
EP - 297
JO - International Marketing Review
JF - International Marketing Review
IS - 2
ER -