Faculty of Public Relations, Advertising & Integrated Marketing

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Browsing Faculty of Public Relations, Advertising & Integrated Marketing by Author "Anning-Dorson, Thomas"

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    Branding Capabilities and SME Performance in an Emerging Market: The Moderating Effect of Brand Regulations
    (Emerald Publishing Limited, 2017-05) Odoom, Raphael; Agbemabiese, George Cudjoe; Anning-Dorson, Thomas; Odoom, Priscilla Teika
    Purpose – The purpose of this paper is to test the effect of brand regulations on the relationship between enterprises’ branding capabilities (internal and external) and performance. It also examines the hypothesized relationship effects across manufacturing and service-based enterprises. Design/methodology/approach – The study uses data from 384 small- and medium-sized enterprises (SMEs) within an emerging market setting. Moderated hierarchical regression was used to examine the theoretical interrelationships between branding capabilities and enterprise performance within the boundaries of regulations. Findings – Results from the study suggest that both internal and external branding capabilities positively affect enterprise performance. However, the effect is confounded as brand regulations attenuate the relationship between enterprises’ branding capabilities and performance. Varying outcomes across manufacturing and service-based enterprises are also assessed. Originality/value – The study suggests that policy makers should review regulations on businesses, particularly those relating to the small business sector. Regulations that ameliorate activities of SMEs should be implemented to promote existing enterprises, and attract new ones for industrialization in emerging markets. The findings provide evidence for issues of potential research and managerial interest, with implications for both policy makers, small business owners and the academic community.
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    Marketing Communication Planning for SMEs in Emerging Markets
    (Springer Nature Link (Palgrave Macmillan, Cham), 2022-01-01) Senanu, Bright; Anning-Dorson, Thomas
    This chapter provides a comprehensive framework for marketing communication program development for SMEs in emerging economies. The model presented highlights the SME communication process, key determinants of communication program development, and channel options and the effective measure of SME communication. This has become necessary as extant literature has not paid adequate attention to marketing communication developments in SMEs in developing and emerging economies. The chapter demonstrates the lack of research and the gaps that need to be addressed. It goes further to demonstrate how marketing research and intelligence gathering are core to the development and implementation of an effective marketing communication strategy for SMEs in emerging economies. The chapter concludes with managerial advice on how to use cost-effective channels by looking into the combination of the traditional and new media channels.
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    Social Media Insights for Non-luxury Fashion SMEs in Emerging Markets: Evidence from Young Consumers
    (Journal of Fashion Marketing and Management (Emerald Publishing Limited), 2023-01-30) Senanu, Bright; Anning-Dorson, Thomas; Tackie, Nii Nookwei
    Purpose The study investigates the factors that influence young consumers (Gen Zs and Ys) in emerging markets to engage fashion ads of non-luxury fashion retail small- to medium-size enterprises (SMEs) on social media. Through a desk assessment of practice and the phenomenon's available evidence in the extant literature, four main drivers were delineated, reviewed and subsequently tested to influence young consumers' behavioural engagements of emerging markets' fashion SMEs' social media contents. Design/methodology/approach A non-probability sample of 1,150 respondents (Gen Y and Z combined) in Ghana, an emerging market, formed the sample for the study. The respondents assessed four empirically identified antecedents (sales campaigns, relevant sales-related information, catchy and inspiring product/brand photo/video and consumer-generated contents) that are likely to influence their behavioural engagement on social media platforms (Instagram, Facebook, WhatsApp and Twitter). SmartPLS (version 3.3.3) was employed to perform partial least square structural equation modelling. Findings The results showed that to engage fashion-related ads, particularly from non-luxury fashion SMEs, young consumers consider sales campaigns, cues from consumer-generated contents, as well as quality and inspiring videos and photos. Less attention is given to relevant sales-related information. Practical implications The three significant drivers of engagement found in the current study provide managerial knowledge for non-luxury fashion SMEs in emerging markets. Videos and still pictures must be of high definition and quality. Short and long promotional campaigns may drive positive behavioural engagements. Interactivity between fashion SMEs and young consumers is encouraged as it precipitates the positive engagement behaviours enabled by social media. The study concludes with actionable recommendations for the non-luxury fashion SME sector in emerging economies. Originality/value The study is the first of its kind to ascertain what drives young consumers' engagement with non-luxury fashion SMEs on social media. It provides managerial insights and guidance to SMEs in emerging markets on effective social media fashion retailing targeted mainly at digital natives, the dominant generational cohorts on social media in most emerging economies.