Effects of Social Media on Firm Performance and Customer Relations-Evidence from Ghana

Asare Evans Kwabena, Kaodui Li, Osei-Assibey Mandella Bonsu, Obeng Belinda Faamaa, Baah Alexander


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.

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DOI: https://doi.org/10.5296/ber.v10i1.16013


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