Concepedia
Statistics
Publications
23
Citations
1.1K
H-Index
18
Active since
2012
Affiliations
University of Ghana(Current)
University of Professional Studies
University of Johannesburg
University of Technology Sydney
Raphael Odoom is an author at University of Ghana specializing in management, business, and marketing.
Top concepts
ManagementBusinessMarketingBrand AwarenessBrand DevelopmentBrand EquityBrand StrategyBrand ManagementBusiness StrategyConsumer Research
Publications per year
2012–2025
Antecedents of social media usage and performance benefits in small- and medium-sized enterprises (SMEs)
Raphael Odoom, Thomas Anning‐Dorson, George Acheampong · Journal of Enterprise Information Management · 2017 · 262 citations
Customer Satisfaction, Social Medium Monitoring, Digital Marketing +18
Brand orientation and brand performance in SMEs
Raphael Odoom, Priscilla Mensah · Management Research Review · 2018 · 89 citations
Marketing, Innovation Capabilities, Social Media Capabilities +15
Brand avoidance: underlying protocols and a practical scale
Raphael Odoom, John Paul Kosiba, Christian Tetteh Djamgbah et al. · Journal of Product & Brand Management · 2019 · 78 citations
Brand Avoidance, Consumer Uncertainty, Consumer Study +18
Digital Transformation Process and the Capability and Capacity Implications for Small and Medium Enterprises
Samuel Anim-Yeboah, Richard Boateng, Raphael Odoom et al. · International Journal of E-Entrepreneurship and Innovation · 2020 · 76 citations
Digital Business, Enterprise Business Transformation, Related Capability Implications +14
Mobile money usage and continuance intention among micro enterprises in an emerging market – the mediating role of agent credibility
Raphael Odoom, John Paul Kosiba · Journal of Systems and Information Technology · 2020 · 74 citations
Customer Satisfaction, Digital Marketing, Consumer Research +16
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