http://localhost:8080/xmlui/handle/123456789/12443 Sat, 18 Apr 2026 19:37:56 GMT 2026-04-18T19:37:56Z http://localhost:8080/xmlui/handle/123456789/12771 Title: LEVERAGING SOCIAL MEDIA FOR ENHANCED PROFITABILITY AND GROWTH: EVIDENCE FROM SMALL AND MEDIUM SCALE ENTERPRISES (SMES) IN GHANA Authors: Padi, Abigail; Musah, Alhassan; Abekah Keelson, Solomon; Adjei, Linda Abstract: ABSTRACT Background: Social media usage in Ghana is experiencing rapid growth. Leveraging social media can empower SMEs to overcome their challenges and enhance their visibility and profitability in the competitive business landscape. Purpose: This research investigated the utilization of social media tools in the marketing communication strategies of Small and Medium-scale Enterprises (SMEs) and explored their adoption. Additionally, the study examined the impact of social media usage on the profitability and growth of SMEs. Design/methodology/approach: The research aimed to survey 387 SMEs, with 200 providing fully completed questionnaires for analysis, resulting in a 52% response rate a notably reasonable figure compared to prior studies with smaller sample sizes. Findings/Result: The findings revealed that Facebook was the predominant social media platform employed by SMEs in Ghana, followed by Instagram, Twitter (X), TikTok, and LinkedIn. Notably, SMEs continued to heavily rely on their corporate websites for marketing communication. The study demonstrated a positive correlation between SMEs' use of social media and their profitability, indicating that social media usage enhances their financial performance. Furthermore, a positive and significant relationship was identified between SMEs' utilization of social media tools and their growth in Ghana. These results suggest that SMEs can leverage social media in their marketing communication efforts to drive sales and enhance overall growth prospects. Conclusion: The study indicated a positive association between social media usage and SMEs’ profitability, suggesting enhanced performance in terms of profits. Moreover, leveraging social media can drive sales and improve growth prospects. Overall, the study provides empirical evidence of the profound impact of social media tools on SMEs in Ghana which is consistent with the expectations of diffusion of innovation theory and technology acceptance theory. Originality/value (State of the art): The study contributes a notable gap by delving into the adoption and impact of social media on Small and Medium-sized Enterprises (SMEs) in both developing and developed countries. In addition, this study offers valuable insights for SMEs seeking to leverage social media for expansion, growth, and improved performance. Keywords: social media, SMEs, marketing communication, growth prospects, Ghana Wed, 01 May 2024 00:00:00 GMT http://localhost:8080/xmlui/handle/123456789/12771 2024-05-01T00:00:00Z http://localhost:8080/xmlui/handle/123456789/12768 Title: INVESTIGATING THE INFLUENCE OF HALAL CERTIFICATION ON MILLENNIALS’ PURCHASE INTENTION AND BRAND LOYALTY IN THE INDONESIAN FOOD INDUSTRY Authors: Ramadhan, Yusuf; Darmawan, Roy; Nasihin, A. Khoirun; Sabani, Nurus Abstract: ABSTRACT Background: Indonesia is a country with the largest Muslim population in the world. The food industry in Indonesia is largely determined by the halal certification issued by the Majelis Ulama Indonesia (MUI). A halal certificate is one of the requirements that must be met for food product entrepreneurs. A halal certificate is a proof that the food product produced has gone through a production and processing process following Islamic religious requirements. Purpose: This paper aims to provide information on the effect of halal certification on purchasing interests and consumer loyalty in brands that have halal certification on their food products. Design/methodology/approach: The method used in this study is Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) with the AMOS approach. The sampling technique used was purposive sampling. Findings/Result: The results of the study show that the variable halal certification has an influence on purchase intention, and purchase intention has an effect on brand loyalty. The results of this study also provide a view for business actors, especially the food industry in Indonesia, that halal certificates are one of the factors that have a major influence on the existence of the food industry business in the future. Halal certificates not only provide benefits to consumers but also provide benefits to producers to achieve broader target consumers. Conclusion: Halal certification has a significant influence on consumer purchasing intentions in the Indonesian food industry. This certification increases purchasing interest and consumer confidence in product quality, which in turn encourages brand loyalty. In addition, halal certification is important for the sustainability of the food business because it can attract a wider market, providing benefits for consumers and producers. This research also confirms that the halal concept is a business issue based on Islamic law, and encourages the government to continue to socialize halal certification to have a positive impact on the health and economic sectors. Originality/value (State of the art): The findings of this research reveal how halal certification significantly influences purchase intention. This implies that providing halal certificates to food products in Indonesia can increase consumer buying interest because it can provide confidence that the products adhere to halal principles. Additionally, it can enhance consumer confidence in product quality and compliance, leading to repeat purchases, and indicating consumer loyalty to preferred brands. Keywords: halal certification, purchase intention, millennial generation, brand loyalty, structural equation modeling (SEM) Wed, 01 May 2024 00:00:00 GMT http://localhost:8080/xmlui/handle/123456789/12768 2024-05-01T00:00:00Z http://localhost:8080/xmlui/handle/123456789/12766 Title: THE SCENARIO OF BRAND MANAGEMENT ASPECTS ADOPTED BY LEADING MNCS IN BANGLADESH: AN INVESTIGATIVE STUDY Authors: Afrida Hamid, Dewan Abstract: ABSTRACT Background: The aspect of brand management has been reinforced in the multinational organizations in Bangladesh in the recent couple of decades. Purpose: This article investigates strategic and tactical initiatives to find a rigorous picture in the field of branding of well-established MNCs running their functions in Bangladesh. Design/methodology/approach: The data for this study have been elicited from ten worldknown MNCs that have always maintained top national ranking in the country. Exploratory research method and purposive sampling have been applied herein to analyze the data. Findings/Result: The findings show the growing importance of brand management through a range of strategic branding variables adopted by the prominent MNCs working in Bangladesh. On the whole, this article imparts knowledge of the crucial set of brand management phenomena that serve as the deciding factors for naming, renaming, and diversifying brands as it is becoming increasingly influential to take control of the extremely competitive market. Conclusion: As per the findings in this study, in order to excel in today’s market, it is crucial for all branding managers of the concerned companies to prioritize branding management and its strategic approaches. While the circumstances regarding brand duality are satisfactory, there is potential for substantial enhancement, which could yield positive outcomes. Originality/value (State of the art): This study explores the brand management strategies employed by major multinational companies (MNCs) operating in Bangladesh and evaluates g the statistical context of brand management tactics within the sampled companies. Keywords: brand name, branding strategies, branding tactics, brand management, mismanagement of brand, Bangladeshi MNCs Wed, 01 May 2024 00:00:00 GMT http://localhost:8080/xmlui/handle/123456789/12766 2024-05-01T00:00:00Z http://localhost:8080/xmlui/handle/123456789/12763 Title: OPTIMIZING MICRO, SMALL, AND MEDIUM BUSINESS ASSISTANCE PROGRAMS IN THE FOOD SECTOR Authors: Pranitasari, Diah; Anhar, M.; Nur Adli, Khairul; Warcito, Warcito; Harini, Sri; Said, Meldasari; Irawan, Nico Abstract: ABSTRACT Background: The effectiveness of mentoring programs for micro, small, and medium enterprises (MSMEs) needs to be evaluated in order to develop effective mentoring programs. Each MSME requires a different mentoring program, so it is necessary to evaluate the effectiveness of the existing mentoring program in order to design the next mentoring program. Purpose: This research aims to determine the effectiveness of the community empowerment program through mentoring MSMEs in improving the welfare of meatball traders in Jakarta implemented by Dompet Dhuafa. Design/methodology/approach: Data collection Analysis includes secondary data, field observations, in-depth interviews, and documentation. Analysis was carried out using triangulation techniques which included data reduction, presentation, and drawing conclusions. Findings/Result: The research findings can be stated as follows: 1) Collective Mentoring Program: The research results show that programs that focus on mentoring groups have a significant positive impact on cohesiveness and unity in the meatball trader community. This collaborative support plays an important role in advancing the development of micro and small businesses. Apart from that, the mentoring program is also effective in increasing traders' motivation and knowledge in entrepreneurship. 2) Financial Assistance Programs: This study underscores the importance of financial assistance programs in providing the necessary capital for microenterprises. However, this suggests that this form of aid is more suited to meeting short-term financial needs than as a long-term solution. Conclusion: There are three types of mentoring programs carried out, namely Group Mentoring, Increasing Partner Capacity Through Training, and Financial Assistance. Of the three types of mentoring programs, mentoring groups, especially in forming cohesive and family groups (recruitment results), are considered the most effective in helping meatball traders survive during the pandemic. Especially in forming groups or communities that regularly hold meetings and collectively help solve problems, maintain the cleanliness of sales equipment (carts, plates, spoons, etc.), and try to develop or find out how to make the taste of these meatballs more popular. with customers. But what they appreciated most was a community meeting that had never been held before. Originality/value (State of the art): There has been no evaluation of this program so it is very important to evaluate the implementation and impact of the mentoring program on business continuity, in order to improve the mentoring program in the future. Keywords: MSMEs, mentoring program, evaluation, effectiveness, meatball traders Wed, 01 May 2024 00:00:00 GMT http://localhost:8080/xmlui/handle/123456789/12763 2024-05-01T00:00:00Z