ANALYSES OF DIGITAL MARKETING CHANNELS AND INTERNATIONAL SALES PERFORMANCE OF SMALLER BORN GLOBAL AGRICULTURAL FIRMS IN GHANA

ABSTRACT : Currently, smaller-born global agricultural firms in Ghana are facing many marketing-related challenges which most researchers are of the view that the usage of appropriate digital marketing channels will help in narrowing or eliminating these challenges. This study, therefore, investigated the influence digital marketing channels have on the international sales performance (ISP) of these firms, taking into consideration the three-dimensional moderating role of international entrepreneurial orientation (IEO), which includes innovativeness, proactiveness, and risk-taking ability. The study employed a cross-sectional survey design with a quantitative approach. The study area was Cape Coast and Sekondi-Takoradi Metropolises. The target population was all owners/managers of the 2,592 registered and active SMEs in the two Metropolises, of which 97 were registered as smaller born global agricultural firms who were the accessible population. The census method was employed to capture the owners of the Small and mid-size enterprises that formed the study population because they were too small. Structured questionnaire, with a reliability coefficient ranging from .798 to .877, was used to collect the data. The data were analyzed by utilizing both descriptive and inferential statistical tools. The findings revealed that when the firms use digital channels effectively, they are likely to build a good relationship with potential and existing customers because these marketing strategies are cost-effective and mostly utilized by clients. However, this impact becomes higher as the firms employ their innovativeness, proactive-ness, and risk-taking ability to gain a competitive advantage over their rivals in the international market. It is, therefore, necessary for the firms to strengthen their respective international entrepreneurial orientation strategies in order to boost their international sales performance. It was recommended to the owners/managers to ensure that there is regular staff training on the usage of digital channels in the marketing of their products and services