Author(s): Ibn Kailan Abdul-Hamid, Linda Narh, Andrew Ayiku and Eunice Yeboah Afeti
There are several avenues for export marketing, including the use of websites. This study examined how the Ghana Export Promotion Authority (GEPA) utilizes its website to support export marketing in Ghana. A qualitative research approach was employed, with data collected from the GEPA website. The study found that GEPA provides information about export firms in Ghana; however, the information was often either inadequate or inaccurate. Despite this, some efforts by GEPA and the export firms to shape the perceptions of potential clients were evident. The impression management tactics identified included ingratiation, exemplification, and self-promotion. To address these shortcomings, GEPA should consider developing a clear electronic business and marketing strategy to improve the accuracy and completeness of its exporter directory. Doing so could enhance the credibility of GEPA, positively influence prospective clients’ perceptions, and increase website traffic for export-related information. More importantly, non-traditional exporters listed on the GEPA website would be better positioned to improve their export prospects online if GEPA took a more active supervisory role in helping them maintain relevant and up-to-date website content.