INFLUENCE OF SOCIAL MEDIA USAGE ON ORGANIZATIONAL PERFORMANCE AN EMPIRICAL STUDY FROM ENTERPRISE IN GHANA

Abstract

The purpose of the article is to investigate social media use (Face book, Twitter, You Tube, Instagram) and its influence on companies in Ghana. The research selected eight firms from each of the 16 regions in Ghana. A total of 128 questionnaires were administered to the companies. By employing the Smart PLS3, the article analysis the proposed hypothesis developed for the research. The findings of the investigations indicated that cost benefit, interactivity, management support, entrepreneurial orientation had an insignificant affiliation with social media use. However, environmental factors such as competition, supplier needs, and customers needs had a positive and a material nexus with social media usage. Finally, social media use had a positive and a favorable association effect on the organisations. This article recommend that organizations may use social media to get a lot of information about their consumers and rivals. Customers' preferences, requirements, expectations, and frustrations are all understood by them. Social media aids in the retrieval of more information about the company's rivals, their actions, strategies, and brand feelings, allowing them to improve their goods and services and have a bigger influence on the company's performance.