Social media resources and export performance: the role of trust and commitment

Mahmoud Abdulai Mahmoud, Matilda Adams, Aidatu Abubakari, Nicholas Oblitei Commey, Adelaide Naa Amerley Kastner

Research output: Contribution to journalArticlepeer-review

37 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)273-297
Number of pages25
JournalInternational Marketing Review
Volume37
Issue number2
DOIs
Publication statusPublished - 19 May 2020

Keywords

  • Commitment
  • Export performance
  • International marketing
  • Marketing capabilities
  • Social media
  • Trust and resource base view

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