Michael Boakye Yiadom - Academia.edu (original) (raw)

Papers by Michael Boakye Yiadom

Research paper thumbnail of Experiential Marketing as a Mechanism to Deliver Value for Mobile Network Operators

African Journal of Business and Economic Research, Sep 6, 2022

Abstract Experiential marketing is being considered by researchers and marketers as an alternativ... more Abstract Experiential marketing is being considered by researchers and marketers as an alternative solution to traditional marketing for achieving the best results for organisational lifetime value. However, network operators are preoccupied with traditional marketing programmes and strategies, which have produced limited results (value). This study sought to utilise experiential marketing as a tool to create value for mobile network operators, as well as provide recommendations to avoid future gaps. This study utilised a positivistic paradigm and a quantitative approach through a self-administered, structured hard copy questionnaire for data collection. Stratification and convenience sampling techniques were used to select participants from each of the regional offices of the network operators in Ghana. The database of the national communication authority (NCA) of Ghana was accessed to identify the number of registered operators and the associated subscribed customers in the country. A total of 415 customers responded to the survey. The study concluded that experiential marketing had a positive and sustainable influence on value (business value). It is envisaged that this study could assist network operators and other businesses to create value by understanding the factors influencing experiential marketing, thereby assisting in the formulation of effective and efficient strategies and decisions. Furthermore, this study offers practical recommendations that could strengthen businesses when establishing experiential marketing programmes. Additionally, this study enhances the body of knowledge regarding experiential marketing and value creation in the context of mobile network operators.

Research paper thumbnail of Profile Features of Mobile Network Customers in Ghana as a Basis for Market Segmentation, Targeting and Positioning

Information Management and Business Review

The mobile network industry of Ghana continuously experiences tremendous growth and opportunities... more The mobile network industry of Ghana continuously experiences tremendous growth and opportunities for citizens and subsidiary companies worldwide, yet little is known about the profile features of mobile network customers. Mobile network operators need to understand the joy, fun, taste, preferences, feelings, emotional behaviour, lifestyle and satisfaction the individual customers derive from their offerings. This will enable the businesses to design effective and appropriate programmes which appeal to the various segments in which they operate and to assist the network operators to position themselves well in the minds of the target market. The primary objective of this paper is to establish a mobile network customers’ profile, as well as to compare and explore the differences or similarities between their experience dimensions, regarding their age, gender, education and the region they reside in. This information can assist network operators to decide how to treat each segment and...

Research paper thumbnail of Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana

Journal of Economics and Behavioral Studies, 2021

Delivering a great customer experience is of paramount importance for any organization. The bette... more Delivering a great customer experience is of paramount importance for any organization. The better experience customers have regarding the organization’s products, or brands, the more repeat purchases and positive reviews they will receive. This paper explores the mobile mix as an integrated approach to facilitate a positive customer experience. A total of 415 respondents were selected and completed the survey through stratification and convenient sampling from10 regions. The study adopted a positivistic paradigm and followed a quantitative research approach. The SPSS Amos 25 was utilized to analyze the collected data. The empirical results revealed that the mobile service mix has a significant positive influence and relationship with customer experiences. This paper provides relevant and practical recommendations that could increase positive customer experiences in the mobile industry.

Research paper thumbnail of Concept of Climate Vulnerability: Key Determinants, Responses and Constraints to Climate Change Adaptation

Advances in Social Sciences Research Journal, 2019

Research paper thumbnail of COVID-19, Ghanaian Household Consumption, Where to from Here?

Open Journal of Business and Management, 2020

Research paper thumbnail of Experiential Marketing as a Mechanism to Deliver Value for Mobile Network Operators

African Journal of Business and Economic Research, Sep 6, 2022

Abstract Experiential marketing is being considered by researchers and marketers as an alternativ... more Abstract Experiential marketing is being considered by researchers and marketers as an alternative solution to traditional marketing for achieving the best results for organisational lifetime value. However, network operators are preoccupied with traditional marketing programmes and strategies, which have produced limited results (value). This study sought to utilise experiential marketing as a tool to create value for mobile network operators, as well as provide recommendations to avoid future gaps. This study utilised a positivistic paradigm and a quantitative approach through a self-administered, structured hard copy questionnaire for data collection. Stratification and convenience sampling techniques were used to select participants from each of the regional offices of the network operators in Ghana. The database of the national communication authority (NCA) of Ghana was accessed to identify the number of registered operators and the associated subscribed customers in the country. A total of 415 customers responded to the survey. The study concluded that experiential marketing had a positive and sustainable influence on value (business value). It is envisaged that this study could assist network operators and other businesses to create value by understanding the factors influencing experiential marketing, thereby assisting in the formulation of effective and efficient strategies and decisions. Furthermore, this study offers practical recommendations that could strengthen businesses when establishing experiential marketing programmes. Additionally, this study enhances the body of knowledge regarding experiential marketing and value creation in the context of mobile network operators.

Research paper thumbnail of Profile Features of Mobile Network Customers in Ghana as a Basis for Market Segmentation, Targeting and Positioning

Information Management and Business Review

The mobile network industry of Ghana continuously experiences tremendous growth and opportunities... more The mobile network industry of Ghana continuously experiences tremendous growth and opportunities for citizens and subsidiary companies worldwide, yet little is known about the profile features of mobile network customers. Mobile network operators need to understand the joy, fun, taste, preferences, feelings, emotional behaviour, lifestyle and satisfaction the individual customers derive from their offerings. This will enable the businesses to design effective and appropriate programmes which appeal to the various segments in which they operate and to assist the network operators to position themselves well in the minds of the target market. The primary objective of this paper is to establish a mobile network customers’ profile, as well as to compare and explore the differences or similarities between their experience dimensions, regarding their age, gender, education and the region they reside in. This information can assist network operators to decide how to treat each segment and...

Research paper thumbnail of Integrating Approach to Build Customer Experiences: Lessons Learned from Mobile Customers in Ghana

Journal of Economics and Behavioral Studies, 2021

Delivering a great customer experience is of paramount importance for any organization. The bette... more Delivering a great customer experience is of paramount importance for any organization. The better experience customers have regarding the organization’s products, or brands, the more repeat purchases and positive reviews they will receive. This paper explores the mobile mix as an integrated approach to facilitate a positive customer experience. A total of 415 respondents were selected and completed the survey through stratification and convenient sampling from10 regions. The study adopted a positivistic paradigm and followed a quantitative research approach. The SPSS Amos 25 was utilized to analyze the collected data. The empirical results revealed that the mobile service mix has a significant positive influence and relationship with customer experiences. This paper provides relevant and practical recommendations that could increase positive customer experiences in the mobile industry.

Research paper thumbnail of Concept of Climate Vulnerability: Key Determinants, Responses and Constraints to Climate Change Adaptation

Advances in Social Sciences Research Journal, 2019

Research paper thumbnail of COVID-19, Ghanaian Household Consumption, Where to from Here?

Open Journal of Business and Management, 2020