Web 2 adoption and performance of telecommunication firms in Ghana: a study of MTN Ghana

Web 2.0 networks have provoked a revolution in the last years due to their capacity to modify human relationships, particularly in business contexts. Social capital, as a crucial intangible asset embedded in Web 2.0 networks, can be extremely helpful to build and optimize personal and organizational performance. The study analysed the influence of web 2 adoptions on the organisational performance of MTN Ghana with perceived ease of use playing a moderating role. The study adopted a quantitative approach and explanatory research design. Data were collected via structured questionnaires from 367 conveniently sampled customers from the 16.2 million active subscribers who had successfully linked their Sim cards with their Ghana cards as of June 30, 2022. The study obtained a valid data set of 272 with a response rate of 74.1% which was then processed via IBM SPSS (v.26) and SmartPLS3 software. The study found that web 2 adoption comprising wikis, blogs, social networking sites, and file sharing has a significant positive effect on MTN’s overall performance. It was concluded that perceived ease of use plays a significant moderating role in the link between web 2 adoption and MTN-Ghana performance. The study, therefore, recommended that policy makers including the management of MTN-Ghana should continue to adopt and invest in its web 2 technologies in order to attain higher performance levels and become more competitive.