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"Bruce, Emmanuel"
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Influence of Green Human Resource Management on firm’s environmental performance: Green Employee Empowerment as a mediating factor
This research aimed to investigate the mediating function of Green Employee Empowerment (GEE) in the relationship between Green Human Resource Management practices (GHRM) and the environmental performance of small and medium-sized enterprises (SMEs) in Ghana, drawing on the Ability-Motivation-Opportunity (AMO) theory. This study assessed the hypotheses in the established research model using structural equation modeling based on data collected from 320 participants from small and medium-sized firms in Ghana. The study’s results revealed that GHRM practices were significantly correlated with the firm’s environmental performance. The study found significant GHRM’s indirect consequences on environmental performance through GEE in all models examined. These findings suggest that GEE plays a crucial role in translating the impact of GHRM practices into improved environmental performance. The study overlooked other potential mediators or moderators in the relationship between GHRM practices and environmental performance, focusing on GEE. To better understand the complex dynamics behind GHRM techniques’ environmental performance, future research might examine business culture, leadership style, and employee sustainability attitudes.
Journal Article
Digital transformation in an emerging economy: exploring organizational drivers
While there is sufficient evidence from empirical studies that digital technologies are strategic resources for value creation, existing literature on the theme lacks general concepts that explore an organization's strategic resources concerning digital orientations and transformation initiatives. This study hence builds on a resource-based view with digital orientation literature to conceptualize a novel strategic orientation concept to understand the attitude toward digital innovation integration among firms in an emerging and developing country. This study tests a new conceptual framework using survey data from 472 employees of small-to-medium-sized service-based firms and employing structural equation model analysis with a variance-based SEM approach. Our empirical results showed that IT infrastructural availability and digital innovation investment are significant organizational drivers that have a direct relationship with attitude toward digital innovation integration among firms whereas IT competencies, digital innovation management, and knowledge of digital innovation are not significant with attitude toward digital innovation integration. More importantly, our findings advance the literature on a firm's strategic resources and bring the realms of strategy and digital orientation closer together. The study provides valuable insights for management and shareholders regarding the specific drivers that affect the adoption of digital technologies among service-based SMEs in emerging economies.
Journal Article
Social media integration: An opportunity for SMEs sustainability
The changing trend in the circular economy has pushed most firms to be competitive in their business activities using emerging technology. SMEs in recent times are increasingly leveraging technologies such as social media to enhance their interactions with their customers, increase their reach and become competitive. Despite this, SMEs in the manufacturing sector in developing economies are often underexplored in literature in their resolve to leverage social media to improve their performance and sustainability. This research explores the integration of social media in SME manufacturing firms' activities toward their performance and sustainability in developing countries. Drawing on relevant literature and the social media engagement theory, we employed a questionnaire survey to collect data from 417 managers/staff of SME manufacturing firms in Ghana, using PLS-SEM techniques for the analysis. Research findings revealed that social media integration proved a direct positive correlation with SME manufacturing firms' performance. Additionally, it was revealed that social media utilization has a positive and significant effect on SME manufacturing firms' performance. The findings further show that social media usage assists SME firms' performance and fosters their sustainability. It is concluded that SMEs should incorporate social media marketing strategies for firms'-customer relationships and internal and external collaboration. By implication, this study offers practitioners and researchers knowledge regarding social media integration among SMEs in emerging economies.
Journal Article
Social media adoption in smes sustainability: evidence from an emerging economy
Social media is constantly changing the business landscape across all economic sectors. Given this, small and medium enterprises (SMEs) are leveraging this to give their businesses a new trend. In emerging economies, however, the rate of adoption and integration of social media among small and medium enterprises appears to have lagged due to a multitude of factors. Drawing on the technology organization and environment (TOE) framework, the purpose of this study was to investigate the factors affecting social media application adoption and their impact on SMEs' sustainability in Ghana's context. Data was collected from 430 managers of SMEs in Ghana using a structured questionnaire and analyzed using a PLS-SEM. Findings revealed that cost-effectiveness, customer pressure, employees' competence, financial resource availability, and leaders' support positively influence social media adoption, while social media adoption also impacts SME firms' sustainability. A negative effect was, however, observed for factors like industry pressure, perceived complexity, relative advantage, and perceived compatibility. This study contributes to the rising deployment of social media by businesses to improve their competitiveness. The implications of the research are also discussed.
Journal Article
Driving forces of social media and its impact on tourists' destination decisions: a uses and gratification theory
This study investigates the impact of social media on tourists' destination decisions in a less digitalized economy through the lens of the uses and gratification theory. Data was collected from 428 local tourists sampled across various tourist destinations in Ghana (a sub-Sahara Africa) using a structured questionnaire. Analysis was carried out using variance-based PLS-SEM (Partial Least Square Structural Equation Modelling). The results show that tourist contentment, destination image, behavioral goals, and the availability of tourism information are driving forces of social media usage toward tourism destination decisions. The findings imply that tourism service providers should revise and incorporate the trending social media strategies to enhance their interaction with prospective visitors (customers) to increase their market share and become more competitive. This paper not only broadens the social media marketing literature but offers a comprehensive assessment of the integration of social media given the myriad of challenges besetting users and tourism service providers and discusses its impact in shaping tourist destination decisions in emerging and developing economies. Limitations and avenues for future research are discussed.
Undoubtedly, the persistent integration of digital marketing technologies (such as social media, paid media, SEO tools, etc.) has significantly impacted the tourism sector, more importantly, the role and use of social media in visitors' decision-making and tourism's operational management have received a growing discussion in the tourism and hospitality research. Study findings carefully demonstrate the strategic importance of social media for tourism competitiveness. Our present study also contributes to theory and practice by providing empirical arguments on the drivers of social media usage from the tourist perspective. This study, based on the findings, provides recommendations for destinations (service providers) on how to design effective social media content sustainably.
Journal Article
Examining the impact of social media usage on start-ups performance: Mediating role of brand image
Social media has emerged as an assertive communication and brand-building tool in the dynamic entrepreneurship landscape. This study explores the influence of social media usage on the performance of start-ups, focusing on the mediating role of brand image. The research employs a quantitative approach, collecting data from 450 start-ups in Ghana through surveys. Data collected was processed and analyzed through PLS-SEM. The findings of the study supported all the formulated hypotheses. The outcome suggests that, social media, brand image and innovation capabilities all have direct and positive linked with startup performance. Additionally, the findings proved a mediating role of brand image between social media usage and startup performance. Understanding the dynamics between social media, brand image, and performance is vital for start-ups seeking to thrive in competitive markets. Based on the outcomes in the findings, the study recommends social media marketing tool for startup businesses in Ghana to stern competition and drive sustenance. This research contributes to academic literature and practical insights, offering nuanced perspectives on leveraging social media as a strategic tool for cultivating a brand image and influencing overall start-up performance. The implications of the study findings serve as guideline for startups and young entrepreneurs’ in developing countries as they develop their marketing strategies.
Journal Article
Driving factors to competitive sustainability of SMEs in the tourism sector: An introspective analysis
The services sector continues to play a major role in the transformation of economies. For instance, the tourism sub-sector, which is a key segment of the service sector has become one of the major contributors to economic transformation in developing economies. Given this prospect, stern competition has been created among tourism firms across the globe. However, the tourism sectors in most developing countries continue to grapple with competitive pressure challenging their competitive sustainability. Drawing on the theory of change, the purpose of this paper is to investigate factors that drive the competitive sustainability of small and medium enterprises in the tourism sector in Ghana. Data was collected from 310 SMEs in the tourism sector through the administration of a structured questionnaire and analyzed using Partial Least Square Structural Equation Modelling. The results show that price sensitivity, site maintenance, and entrepreneurial competency have a positive and significant effect on the competitive sustainability of small and medium enterprises in the tourism sector. By implications, the paper provides managers of tourism facilities with an encompassing mechanism aimed at improving tourism sites, enhancing the entrepreneurial competencies of staff, and adopting pricing strategies to enhance the competitive sustainability of the tourism sector from a developing country's perspective. The study advances theories on tourism competitive sustainability.
Journal Article
Reassessing the impact of social media on healthcare delivery: insights from a less digitalized economy
Social media plays a crucial role in modern healthcare by promoting patient engagement, facilitating communication among professionals, and serving as a platform for health education and outreach. Its significance in healthcare delivery continues to grow as digital communication becomes increasingly integral to the industry’s efforts to improve healthcare outcomes. Nonetheless, existing studies have not adequately and empirically explored its impact in less digitalized economies. Thus, this study seeks to investigate the impact of social media on healthcare delivery systems in a less digitalized economic context. Leveraging the social media engagement theory, the study employs a partial least squares (PLS-SEM) approach to explore the impact of social media in Ghana’s healthcare system. Based on a purposely selected sample of 457 healthcare professionals from Ghana, the study found that using social media for crisis management, patient-doctor relationships, and information dissemination positively impacts healthcare systems. On the contrary, social media use for public relations activities did not have any significant impact on healthcare delivery. This study contributes to the growing literature on the affordances of social media in the circular economy towards improved healthcare delivery in emerging economies. The study offers a strategy for optimizing the use of social media within healthcare settings to foster enhanced healthcare outcomes, particularly a less digitalized economies.
Journal Article
The Effect of Digital Marketing Adoption on SMEs Sustainable Growth: Empirical Evidence from Ghana
Online presence is fast becoming a marketing hub for contemporary businesses. Often known as digital marketing, the phenomenon offers several opportunities to businesses. Small and medium enterprises (SMEs) are using their online presence to launch stern competitive promotions and interact with consumers. Against the backdrop of the stern competition, digital marketing is being utilized to drive sustainable strategies for SMEs. This study leverages the theory of planned behavior to explore the impact of digital marketing adoption on the sustainable growth of SMEs in Ghana. Using a structured questionnaire and SmartPLS version 3.3 for the data analysis, 533 owners/managers of SMEs in Ghana were drawn to administer the questionnaire. Our findings suggest that, while attitudes toward digital marketing did not influence the intention to use digital marketing, perceived behavior control and subjective norms were found to affect individuals’ intentions to use digital marketing. Additionally, the results proved a direct positive link between subjective norms and actual behavioral use of digital marketing. Finally, the relationship between the actual use of digital marketing and SMEs’ sustainable growth was also proven positive, affirming that digital marketing significantly improved the sustainable growth of SMEs in developing countries. This study contributes to the multiplicity of factors that influence the behavioral tendencies of managers of firms in their quest to adopt digital platforms to enhance their sustainable growth. The study’s results serve as guidelines for prospective adopters of digital platforms as they develop their sustainability strategies.
Journal Article