George Amoako

Ghana Communication Technology University Accra Ghana · Marketing

The healthcare sector in Ghana is undergoing significant transformation, driven by the rapid adoption of digital technologies. This study explores the intricate relationships between digital transformation, technological readiness, leadership support, and turnover intentions among healthcare professionals in Ghana, with a specific focus on the medi...

This article explores key dimensions of stakeholder management in Africa, including local partnerships, social impact initiatives, cultural diversity adaptability, and data analytics’ role in decision-making. It also compares the effectiveness of combined entrepreneurial strategies and seeks to enhance article management practices. The article cons...

Gender roles have evolved with time; however, males often demonstrate aggressive and risk-prone behaviours. Both genders show different attitudes towards objects and situations due to hormonal differences. Nevertheless, such a relationship is significantly influenced by the perception of the retail mix. It has been argued that women, in particular,...

Blockchain is a groundbreaking technology that is altering supply chain management and has tremendous ramifications for many businesses. There have been several scholarly publications dedicated to investigating how distributed ledger technology will affect companies and industries. However, present research efforts lack an explanation of what block...

The coronavirus disease 2019 pandemic posed a big obstacle for nations as it affected the anticipated cash flows from the tourism and hospitality industry. Many tourist destinations have suffered as a result of the coronavirus disease 2019 crisis. Tourism and hospitality have been major source of revenue, and nations depend on them to augment their...

Purpose This study examines the role of social media adoption (SMA), opportunity recognition (OR) and opportunity exploitation (OE) in mediating the relationship between entrepreneurial orientation (EO) and the performance of newly established small and medium-sized enterprises (SMEs) in emerging economies, with a particular emphasis on Ghana. Des...

Purpose This study aims to explore the role customer satisfaction play in mediating the nexus between commitment, trust, relative dependence and customer loyalty from an emerging market context under a business-to-business (B2B) setting. Design/methodology/approach The study was a descriptive survey, and using convenience sampling technique, quest...

Purpose This study aims to fill the gap on proenvironmental behavior studies among consumers in bottom of the pyramid (BOP) market by examining the relationship between values, beliefs and norms among Ghanaian consumers. Design/methodology/approach A sample of 324 Ghanaian consumers (responses rate of 64%) was used to estimate the model. The data...

Purpose The study explored the relationship between buyer–seller interactions and customer satisfaction in the small apparel fashion enterprises in the emerging markets. The moderating role of COVID-19 protocols implementations on buyer–seller interactions and customer satisfaction was further examined. Design/methodology/approach Buyer–seller int...

Forging sustainable development must explicitly commit to gender issues in the management of enterprises in Africa. However, advancing both gender equality and creating sustainable pathways present pressing problems. This book chapter examines the need to address gender equality and sustainable development jointly and outlines the moral, ethical, a...

The purpose of this paper is to develop a conceptual framework to understand the relationship between green human resource management (HRM) practices and sustainability performance while considering the moderating role that green leadership could play in this relationship, since leaders take on leading role in ensuring environmental sustainability...

Increased attention has been given to sustainable development issues globally. Similarly, African nations are increasing their effort to achieve the set goals for sustainable development. This is to aid them to improve the standards of living of its citizens. However, in their attempt to implement these goals, several challenges have been encounter...

Higher education stakeholders have re-strategized to identify the unique competitive causes of comfortability among students’ satisfaction. Student satisfaction has been largely observed in the literature as a significant strategy and competitive factor for higher education providers. This has compelled institutions to implement quality measures to...

The purpose of the study is to examine the effect of QR code payment and mobile money on the performance of SMES in developing countries and the moderating role of dynamic capabilities. A survey method was used to gather data from the target population of SMEs that are making use of digital financial services in their business transactions. A total...

Purpose This paper aims to focus on the nexus between sustainability and desired outcomes for smart cities. The main focus is on how green leadership influences the relationship between smart and sustainable activities and stakeholder management. Design/methodology/approach The work is essentially a non-empirical review of the literature to develo...

The usage of digital marketing has significantly changed how firms, businesses, and marketers engage with their buyers. Digital platforms such as Facebook, Google, YouTube, Twitter, Instagram, and many others are utilized in an attempt to offer different kinds of personalized campaigns that companies can use to communicate with their customers. Man...

Achieving the 17 sustainable development goals (SDGs) has become very important in the survival of the human race and the earth's ecosystem. The purpose of this study is to see the effectiveness of social media communication and how it influences consumer behavior perception on environmental sustainability and the role of social media influencers....

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...