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

Mahmoud Abdulai Mahmoud (Department of Marketing and Entrepreneurship, University of Ghana, Accra, Ghana) (Department of Marketing Management, University of Johannesburg, Johannesburg, South Africa)
Matilda Adams (Department of Marketing and Entrepreneurship, University of Ghana, Accra, Ghana)
Aidatu Abubakari (Department of Marketing and Entrepreneurship, University of Ghana, Accra, Ghana)
Nicholas Oblitei Commey (Department of Marketing and Entrepreneurship, University of Ghana, Accra, Ghana) (Heritage Christian College, Accra, Ghana)
Adelaide Naa Amerley Kastner (Department of Marketing, Central University, Ghana, Accra, Ghana)

International Marketing Review

ISSN: 0265-1335

Article publication date: 7 April 2020

Issue publication date: 19 May 2020

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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.

Keywords

Citation

Mahmoud, M.A., Adams, M., Abubakari, A., Commey, N.O. and Kastner, A.N.A. (2020), "Social media resources and export performance: the role of trust and commitment", International Marketing Review, Vol. 37 No. 2, pp. 273-297. https://doi.org/10.1108/IMR-02-2019-0084

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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