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2022 | OriginalPaper | Chapter

4. Influence of Facebook Usage on Organisational Performance in Ghana: The Pivotal Role of Social Capital and Salesperson Extra-Role Behaviour

Authors : Kobby Mensah, Bedman Narteh, Robert E. Hinson, John Paul Basewe Kosiba, Omotayo Muritala

Published in: Digital Business in Africa

Publisher: Springer International Publishing

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Abstract

Leaning on the concept of social capital as the theoretical foundation, this study examines the effect of employees’ Facebook activities on organisational performance. By employing partial least square and independent sample t-test methods, findings reveal that Facebook usage significantly influences financial and non-financial performance. The results also show that the performance of organisations that encourage salespersons’ social media service behaviour differs significantly from organisations that do not. The use of Facebook for customer service and marketing activities is limited but significant in improving both financial and non-financial performance. The study contributes to marketing literature on social media usage and organisational performance by providing empirical evidence on the influence of a salesperson’s “extra-role” defined by social media behaviours, and by expanding the body of knowledge on salespersons’ Facebook usage within a developing country context.

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previous chapter Opportunities and Challenges of Social Media Marketing for Small and Rural-Based Entrepreneurs: Experience from Vhembe District of the Limpopo Province, South Africa

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Title: Influence of Facebook Usage on Organisational Performance in Ghana: The Pivotal Role of Social Capital and Salesperson Extra-Role Behaviour
Authors: Kobby Mensah
Bedman Narteh
Robert E. Hinson
John Paul Basewe Kosiba
Omotayo Muritala
Publisher: Springer International Publishing
Book: Digital Business in Africa
Print ISBN: 978-3-030-93498-9

Electronic ISBN: 978-3-030-93499-6

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-93499-6_4