George Amoako

Ghana Communication Technology University Accra Ghana · Marketing

Purpose In the light of the UN’s Sustainable Development Goals, it is imperative for firms to adopt green practices. Green marketing is currently attracting the attention of people all over the world due to the growing awareness of the link between environmental catastrophes and unsustainable human activities. However, some aspects of green marketi...

Purpose Digital tourism has drawn the attention of researchers around the globe. This study aims to assess the digital tourism experience for tourist site revisit from an emerging market perspective. Design/methodology/approach Anchored on the social cognitive theory, the study employed a quantitative method, using the convenience sampling to sele...

Purpose This study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors. Design/methodology/approach Field data were obtained from 403 individuals and corporate investors in financial service institutions who invested savings and pensions funds into short to me...

This chapter examines the effect of green advertising and packaging activities on sustainable competitive advantage—the mediation role of effective implementation strategies. The study proposes that corporate environmental activities such as green advertising and packaging with a well-executed effective implementation strategy can give tourists and...

This chapter proposes that customer relationship management (CRM) activities of firms do have influence on trust developed by customers on digital platforms of firms. Similarly, e-commerce activities also impact the trust of customers on the digital platforms of firms. The model proposes further that online platform trust leads to the degree of onl...

The presence of the COVID-19 pandemic has deepened the need for businesses to reconsider their marketing strategies for survival. This has become necessary due to the shift in consumer habits and demands as a consequence of the crisis. The lockdown and social distancing among other factors have forced more businesses to result to the use of digital...

This study sought to investigate and understand customer behaviour that determines attitudes in relation to SMS advertising and purchase intentions in Ghana. The quantitative method was used with a simple random sampling technique in selecting the respondents. Four hundred eighty-five questionnaires were issued out, 420 were returned and 400 were u...

Purpose: Technology initiatives are now incorporated into a wide range of business domains. The objective of this paper is to explore the possible effects that Artificial intelligence systems have on entrepreneurs’ decision-making, through the mediation of customer preference and industry benchmark. Design/methodology/approach: This is a non-empiri...

Purpose This paper investigates the effects of service quality on customer satisfaction and repurchase intentions among customers of the KFC Fast Food Restaurant Chains. Design/methodology/approach In total, 500 randomly sampled KFC restaurant customers were surveyed using a quantitative research design. The partial least square technique was used...

Purpose This study evaluates the mediating role of social media entertainment on social information (content) and social media performance, during the COVID-19 era. Design/methodology/approach Primary data were randomly gathered from 373 students from two top universities (public and private) in Ghana, a sub-Saharan African economy. Data analysis...

Purpose This study investigates how customer experience mediates the relationship between online innovation and repurchase intention in the hotel industry in Ghana. Design/methodology/approach Data was collected from 167 clients from a two-star hotel in Accra, the capital city of Ghana. Structural equation modelling was used to analyse the relatio...

Purpose The purpose of this paper is to provide a systematic review of research studies on the drivers and consequences of corporate social responsibility (CSR). Design/methodology/approach This paper used a systematic literature review using research papers published on the drivers and consequence of global CSR from 2010 to 2020. Findings The fi...

Purpose The purpose of this paper is to provide a systematic review of empirical research studies on corporate social responsibility (CSR) in emerging economies. Design/methodology/approach This paper employed a systematic literature review using research papers published on CSR in emerging economies from 2010 to 2019. Findings The findings of th...

This study aimed to evaluate the financial wellbeing experiences of digital payment systems in Ghana, an emerging economy, using a case study with special emphasis on gender and age. Quantitative data were obtained from customers and mobile money agents operating in two poor rural districts. The study established a significant positive connection b...

This study investigate how service recovery affect customer loyalty of Uber customers in Ghana and how trust mediate the relationship between recovery and customer loyalty. With the aid of quantitative research design, data was collected from 601 clients of Uber in Accra the capital City of Ghana, situated in the western region of Africa. Structura...

CSR is important not just because it helps businesses to help society and communities but because it can help firms to build trust and identify with the needs of communities. Establishing and keeping trust with customers, communities and regulators isn’t simple and can be easily damaged or lost. To be successful in the long-term, firms need to thin...

The purpose of this research study is to investigate the relationship between distribution intensity and purchase behavior of customers in the downstream petroleum industry in Ghana mediated by brand equity. Brand equity components are brand perceived quality, brand awareness, brand association, and brand loyalty. The study revealed that there is a...

Purpose This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing. Design/methodology/approach Using the purposive sampling technique, data were obtained from 622 middl...

Purpose The paper examines the role of stakeholders in tourism and hospitality industry to ensure sustainability. This study focuses on investigating how stakeholders view can influence business sustainability in the tourism industry in Ghana and Africa. The study also looks at the future of sustainable tourism activities in Ghana and Africa. Desi...

Purpose The purpose of this conceptual paper is to explore the connection between green supply chain practices (GSCPs) and sustained business advantage from an emerging market perspective. Research on the phenomenon is limited in developing countries where green supply chain (GSC) concepts are now increasingly gaining ground. The study also attempt...

The purpose of this paper is to test and examine the interrelationships amongst customer satisfaction, customer service, innovation, and competitive pricing in the laundry industry in Ghana using the covariance approach of Structural Equation Modeling. Quantitative research design was adopted for this study. The data set used to meet this paper’s m...

Purpose The purpose of this paper is to investigate how consumers in emerging market respond to sustainable development goals initiatives by marketers and firms. The study seeks to identify how sustainable marketing strategies contribute to attaining the SDGs in Ghana, a developing and emerging country in sub-Saharan Africa. Design/methodology/app...

Purpose The paper examines the role of green knowledge and green attitude in purchasing behavior of the youth in Ghana. This study focuses on investigating how green value and green trust mediates the relationship between green knowledge and green attitude and purchase behavior of the youth in Ghana. Design/methodology/approach A quantitative appr...

Relationship marketing serves the purpose of building a long-term relationship with business partners in order to minimize switching behavior and increase intention to continue business. This study assessed the relationships between relationship marketing practices of trust, commitment, relative dependence, customer satisfaction and perceived value...

This chapter examines the extent to which corporate social responsibility (CSR) could generate and boost better brand perceptions and improve competitive advantage within some selected banks in Ghana. The concept of CSR, brand perception, and competitive advantage are discussed in relation to findings from a study that was conducted at the national...

Purpose The purpose of this paper is to explore the possible effects of corporate environmental activities on sustainable competitive advantage through the mediation of leadership factors and effective implementation strategies. Design/methodology/approach The work is essentially non-empirical review of the literature with the development of a con...

Purpose This study aims to determine the impact of social media usage on university student’s academic performance in Ghana. Design/methodology/approach A quantitative research method was used for the study. With the aid of a simple random sampling technique, quantitative data were obtained from 373 out of 400 respondents representing 93 per cent...

Purpose The purpose of this paper is to investigate how relationship marketing practice can lead to customer satisfaction in the current practices in the hotel industry in Ghana. Globally, the hospitality industry ranks as one of the most competitive business sectors with competing organisations relying on a cocktail of strategies such as relations...

This study investigates how customer value mediates the relationship between relationship marketing and firm value, and how brand equity mediates the relationship between relationship marketing and firm value in the telecommunications industry in Ghana. A quantitative research design was adopted. Data were collected from 1,000 customers from four m...

CSR activities in Ghana are undoubtedly receiving spectacular approval, either through companies’ voluntary acts to improve social conditions of the communities in which they operate or purely as a corporate strategy to enhance reputation and potentially increase profitability in the organisation. It is in light of this that the researchers selecte...

Purpose The purpose of this paper is to explore how lecturers in both public and private universities in Ghana are motivated to take up teaching as a career using Herzberg’s two-factor theory. Design/methodology/approach In this paper, qualitative research design was adopted. Data were collected from 24 lecturers from both public and private unive...

Purpose-As the digital version of word-of-mouth, social media represents the materialization, storage, and retrieval of word-of-mouth content online. The study examined the social media marketing activities of Vodafone and MTN Ghana’s Facebook pages and the objectives set for this purpose were to determine whether social media marketing activities...

Globally, the hospitality industry ranks as one of the most competitive business sectors, with competing organizations relying on a cocktail of strategies such as relationship marketing to stay relevant, and attract and retain customers. This article examines how relationship marketing impacts trust, commitment, and repurchase intension of customer...

Today's sales force play crucial roles and are considered essential and strategic for enhancing competitiveness and sales growth. Thus, effective management of the sales force has assumed top priority for the marketing function in organizations, particularly in emerging markets to capture the millions of newly affluent consumers. This paper assesse...

In the world of business, developing the capability to succeed in the marketplace is a sine qua non for most organizations. An examination of studies on firm competitiveness indicates that market orientation, outsourcing, and technology transfer provide firms with the basis for building capability to succeed in the business environment. Nonetheless...

Purpose The study investigates the mediating role of brand preference on the relationship between bank advertising and customer loyal in Ghana’s banking industry. Design/methodology/approach A total number of 600 respondents participated in the study. Convenient sampling technique was employed to select a cross-section of customers from the univ...

This study seeks to determine the impact of Corporate Social Responsibility (CSR) on customer satisfaction and loyalty in Ghana’s telecommunications sector.

The purpose of this paper is to investigate factors that influence CSR and corporate governance issues in Africa and Ghana in particular. Good corporate governance is a key part of any organisation that has and wants to maintain confidence, integrity and efficiency for its stakeholders and it is basis to attract and retain best skilled human capita...

This paper aims to report as a study that contributes to the understanding of the roles of strategic corporate social responsibility (CSR) in overall organisational performance. The approach to the paper was by the review of acclaimed researches with linkages between corporate social responsibility, more specifically strategic corporate social resp...

Purpose – The purpose of this paper is to examine how market leaders use marketing strategies to maintain strong performance in their respective sectors within different economic contexts in an emerging developing economy. Design/methodology/approach – Case studies of three consistent, high performing market leaders based on the Ghana Club 100 ran...

Very little literature has been written on corporate social responsibility (CSR) activities of multinational companies (MNCs) and community needs in Ghana and Africa. Studies published pertaining to CSR in Africa is still relatively few. The relationship between company size and CSR activities has not been established through research in Ghana and...

Undoubtedly, the competitive business environment arising from current global economic challenges and the rapid technological advancement among other pertinent issues, pose a serious challenge for businesses especially, those within emerging market enclaves. This situation necessitates proactive measures, innovation as well as strategic approaches...

In the twenty first century Africa has seen an increased momentum and an infusion of economic vibrancy in various sectors of the economy. In most of the countries there has been the development of a strong private sector participation in business and the application of technology in business is introducing new opportunities. The face of business is...

This chapter surveys the literatures on managerial innovation and provides a wide and structural view of management system philosophy and e-tourism. It gives a historical perspective of MIS (Management Information System) and the related concepts like Decision Support Systems, Executive Support Systems, Business Process Automation, Management Contr...

This book chapter is aimed at finding out how SMEs in Ghana employ electronic customer relationship management (E-CRM) to improve their business performance.Case studies were used and five companies were selected and their managers interviewed. The study found that there is a growing awareness among SME owners about social media platforms. It also...

This paper assesses the extent to which SG-SSB Bank Limited satisfies its customers in order to retain them and to identify the effects of customer service retention on the bank's fortunes. Regarding methodology of the study, a descriptive approach was considered using systematic random sampling method. The field instrument touched attributes of se...

Issues concerning society are everybody's business. Therefore, individuals, larger or smaller groups, formal or informal entities, public or private firms, governmental or non-governmental organisations who are key stakeholders of society must always aspire to champion societal concerns. Society's welfare should be everybody's business. Corporate s...

The purpose of this study is to examine the factors that influence strategic marketing in relation to profitability in rural banking in Ghana. The research was conducted to see how management and employees follow strategic marketing programmes in delivering superior quality service to their customers and how customers view the service that they rec...

Customer service has become so vital and significant to consider especially in the financial business sector whether locally or globally. As banks continue to provide an increasing number of financial services and products, they face the challenge of integrating these disparate systems into a coherent, efficient infrastructure, while delivering the...

The purpose of this study is to have a clear understanding of how sponsorship contributes positively to marketing communications performance. The methodology is based on social survey technique, which examines opinions, behaviors, and perceptions by asking people questions. Questionnaires were used to collect quantitative data to ensure a structure...

ABSTRACT Purpose – This paper develops a conceptual framework through non- empirical analysis to validate the relationship as well as the role of personal branding in individual performance and career success; thus outlining the relevance of personal branding in performance management and also the measures of individual performances. Design/methodo...

This paper critically examines Frederick Herzberg's two-factor theory and assesses its application and relevance in understanding the essential factors that motivate the Ghanaian worker. The two-factor theory of motivation explains the factors that employees find satisfying and dissatisfying about their jobs. These factors are the hygiene factors a...

The purpose of this study was to determine the impact of Customer Relationship Management (CRM) on customer loyalty in the hotel industry. The study was conducted at the Golden Tulip hotel, Accra. The objectives of the study were to determine if (CRM) has an impact on customer loyalty, to determine if the practice of effective CRM in organisations...

This paper aims to show how important it is for Higher Educational Institutions (HEIs) to be involved in the Continuous Professional Development (CPD) of alumni. The authors provide a model to show the value added to the product by CPD. This paper proposes ways in which institutions can make the best of the relationship with the student at each lev...