Studies on social media use and effectiveness in large firms abound in the literature. However, social media usage for relationship marketing in small and medium enterprises is under-researched. This research examined how social media affordances influence SMEs' relationships with their...

Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this...

The aim of this study is to develop a comprehensive framework and propositions showing the integration of market orientation (MO) as an economic-oriented strategy and corporate social responsibility (CSR), as a socially-oriented strategy for business performance (BP). A review of literature on...

esearch into Corporate Social Responsibility (CSR) in Ghana generally, has seen increased scholarly attention but same cannot be said of the specific area of CSR and International Business (IB), ironically though much of the data on CSR research comes from IBs. This paper therefore reviews...

In recent years, information technology (IT) - notably the internet - has been largely adopted on a commercial basis by businesses across the globe. This has been the case in both developed and emerging markets spanning various sectors including education (e-learning); retail (e-commerce); and...

This exploratory study pools together two complementary streams of literature – i.e. marketing and entrepreneurship, drawing upon a single case study of “Auntie Muni,” an informal woman-owned business in the food sector in Ghana’s East Legon area. In our estimation and based on our...