Abstract
We examine the effect of social media advertising on the operating, financing and investing level of cash flow based on listed banks in emerging economies in Africa. We employ control variables such as board size and financial leverage to control other factors not captured in our model. Results obtained reveal that social media costs aid all levels of cash flow in Ghana and South-Africa. Social media costs in Botswana have a significant impact with operating and financing cash flow and an insignificant effect with investing cash flow. The results obtained from Kenya revealed a significant relationship between the independent variable and the financing and investing cash flow while an insignificant relationship was statistically obtained when social media cost was regressed against the operating level of cash flow. The Tanzanian results reveal a significant impact with the financing and investing level of cash flow but an insignificant value was obtained from the operating level of cash flow. The Nigerian results yielded an insignificant value, from the operating and financing level of cash flow, while investing cash flow generated a significant relationship.
Highlights
1.1 Statement of ProblemSocial media cost means the media and advertising cost borne by the organisation
Accept Alternate: There is a significant relationship between social media cost and the operating level of cash flow of listed banks in Ghana
Accept Alternate: There is a significant relationship between social media cost and the financing level of cash flow of listed banks in Ghana
Summary
1.1 Statement of ProblemSocial media cost means the media and advertising cost borne by the organisation. Various listed banks in Nigeria and outside Nigeria sponsor various television and radio programmes, they have very catchy, ‘sing along’ adverts, all with the aim of the increasing profits and customer base. Despite all these efforts, various listed banks in Africa have collapsed or had to merge due to the inability to fulfil her going concern objective. The main aim of this study is to determine if social media cost influences any of the three levels of cash flow of listed banks in emerging economies in Africa?
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