THE EFFECT OF SOCIAL MEDIA CONTENT CAPABILITIES ON INFLUENCER SUCCESS IN GHANA

Linda Narh, University of Professional Studies, Accra, Ghana
Kofi Aning Jr., University of Ghana, Ghana
Ibn Kailan Abdul-Hamid, University of Professional Studies, Accra, Ghana
Winston Aseidu Inkumsah, University of Professional Studies, Accra, Ghana
Published in

 JOURNAL OF ACADEMY OF BUSINESS AND ECONOMICS
Volume 25, Issue 3, p15-29, October 2025

ABSTRACT

Influencer Marketing (IM) has gained traction as an entrepreneurial activity within the digital landscape, specifically social media. Developing content creation skills can therefore contribute towards the success of influencers as an entrepreneurial venture. This study aimed to empirically investigate the effect of social media content capabilities on influencer success, whilst further determining the mediating roles of content relevance and audience engagement. The study was conducted in Ghana in the year 2025 with a quantitative approach to collect empirical data from 496 respondents via an online questionnaire. The findings reveal that social media content capabilities, content relevance and audience engagement all have positive and significant relationships with influencer success. Content relevance and audience engagement both partially mediated the relationship between social media content capabilities and influencer success. This study is significant as it empirically validates the potency of social media content creation capabilities as a contributor to influencer success, thereby contributing to the literature on influencer marketing.

Keywords

Influencer marketing, social media, content creation, dynamic capabilities, influencer success.


About the Article

Abstract, Keywords, Page Numbers, etc

About the Journal

Managing Editors, Indexing, Best Practices

About The Publisher

History, Partners, Conferences

Access the Full Article

Log-in to IABE to access full article

Search IABE

Search IABE's articles by Title, Author, or keyword

Contact Us

Send a message to IABE

Organization

Publishing Partners

Indexing Partners