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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/10366

Title: Effect of Social Media Promotion on Consumer Patronage in the Creative Design Industry: The Mediating Effect of Customer Service
Authors: Adomako - Kwakye, Ian
Issue Date: 27-Jan-2017
Abstract: The creative design industry is gradually becoming an online industry that mostly uses Facebook promotion. Information about creative design services are easily found by consumers through Facebook. Some creative design entities that use Facebook for promotion focus only on using their creative design service to get consumer to make purchase, ignoring customer service and the online consumer behavior; two important things that will make consumers and potential ones repeat patronage. The gap in knowledge has made the objective of the research to find the meditational effect of customer service on the impact Facebook promotion has on consumer patronage. This exploratory research had a sample of 274 respondents using Facebook and being part of an active Ghanaian graphic design group on Facebook. Data for the research was obtained using questionnaires with five-point Likert scale. Different regression analyses were performed using SPSS. The study showed that Facebook promotion has a significant impact on consumer patronage and also customer service had a full mediating effect on the relationship between Facebook promotion and consumer patronage. By recommendation, creative design entities should know about the online consumer behavior towards patronizing service so that strategies could be designed on social media to influence consumer patronage but more importantly customer service should be improved to affect the influence of Facebook promotion; this will make customers satisfied enough to repeat patronage. Pages of design businesses should be more responsive so that consumers and potential ones can easily contact them and solve their problems. 
Description: A thesis submitted to the Department of Marketing and Corporate Strategy College of Art and Social Science In partial fulfillment of the requirements for the degree of Master of Business Administration, 2016
URI: http://hdl.handle.net/123456789/10366
Appears in Collections:College of Arts and Social Sciences

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