Browsing by Author "Senanu, Bright"

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Banking Sector Reforms and Customer Switching Intentions: Evidence from the Ghanaian Banking Industry
(Springer Nature Link (Journal of Financial Services Marketing), 2022-01-12) Senanu, Bright; Narteh, Bedman
The study examined factors influencing customers' switching intentions among retail banks after regulatory-induced mergers and acquisitions occasioned by banking sector reforms. The approach was quantitative through a survey design. Following a comprehensive review of extant literature, five antecedents were identified and conceptualised as determinants of switching intentions, and survey data were collected from 392 customers of the affected banks. Subsequently, partial least square structural equation modelling was used to test the research model. Empirical insights established direct relationships between price, reputation, and ineffective communication as antecedents to customer switching intentions in the context of regulatory-induced mergers and acquisition. The availability of suitable substitutes moderated the direct relations between price and switching intentions. This study is the first of its kind to interrogate switching intentions after a banking sector reform. It contributes to theory and practice by further interrogating the already empirically tested antecedents of switching in the context of regulatory-induced bank mergers and acquisitions. Additionally, the study enhances the switching literature by submitting evidence on the role of suitable substitutes as a moderator.
Celebrity Political Party Endorsement and Voter Behaviour: A Post-election Empirical Evidence
(Journal of Marketing Communications (Taylor & Francis), 2023-08-29) Senanu, Bright; Amu, Prince Yao; Mensah, Hannah Ampomah
The study submits a piece of real-life empirical evidence on voter choice influenced by celebrity endorsement in an election other than the dominant evidence of measured intentions in the scant literature on celebrity political party endorsements and voter behaviour. It responds to calls for more research on the subject, which is motivated by country-specific political nuances and their associated voter behaviour variations that affect measures of celebrity political endorsements. Drawing on the source credibility model, the study examined the influence of celebrity endorsements on voters’ choice of political party brands in Ghana. Attractiveness, trustworthiness, and expertise were conceptualised as a tri-component construct that influenced voters’ choices of endorsed political parties at the polls. Voters’ political salience was included in the model as a moderating variable, with voters’ age and gender as control variables. Leveraging scales from extant literature, data was collected from 1463 voters right after participating in the 2020 Ghanaian general elections using purposive sampling and the intercept mode. The results indicate positive relationships between trustworthiness, attractiveness, and voters’ political brand choice. While political salience moderated the relationship between trustworthiness and voters’ choice, the control variables provided no support for their hypothesised relationships. Compelling implications and recommendations are discussed.
Marketing Communication Planning for SMEs in Emerging Markets
(Springer Nature Link (Palgrave Macmillan, Cham), 2022-01-01) Senanu, Bright; Anning-Dorson, Thomas
This chapter provides a comprehensive framework for marketing communication program development for SMEs in emerging economies. The model presented highlights the SME communication process, key determinants of communication program development, and channel options and the effective measure of SME communication. This has become necessary as extant literature has not paid adequate attention to marketing communication developments in SMEs in developing and emerging economies. The chapter demonstrates the lack of research and the gaps that need to be addressed. It goes further to demonstrate how marketing research and intelligence gathering are core to the development and implementation of an effective marketing communication strategy for SMEs in emerging economies. The chapter concludes with managerial advice on how to use cost-effective channels by looking into the combination of the traditional and new media channels.
On the Tech Trek and Industrial Revolutions: Unravelling the Impact of Generative AI on Public Relations Praxis in Africa
(Journal of Public Relations Research (Taylor & Francis Group, LLC), 2024-06-24) Nutsugah, Noel; Senanu, Bright
This study holds substantial significance as it represents a pioneering continent-wide empirical endeavor to comprehend the extent to which public relations (PR) professionals value and engage with Generative Artificial Intelligence (GenAI) technologies and the consequential impact they exert on the praxis of the profession in Africa. The study assumes a qualitative approach with data collected from in-house and agency PR professionals across the major economic blocks in Africa. Beyond unearthing the benefits and threats, we also found practical, socio-cultural, and ethical implications of the influx of GenAI technologies, based upon which we proffered valuable recommendations for both practice and scholarly pursuits. We make a central argument that even though there is a high adoption and usage of GenAIs among PR professionals in Africa, there are currently no ethical policies guiding its usage, and this threatens the professions’ quest to be transparent and accountable to their clients and publics.
Social Media Insights for Non-luxury Fashion SMEs in Emerging Markets: Evidence from Young Consumers
(Journal of Fashion Marketing and Management (Emerald Publishing Limited), 2023-01-30) Senanu, Bright; Anning-Dorson, Thomas; Tackie, Nii Nookwei
Purpose The study investigates the factors that influence young consumers (Gen Zs and Ys) in emerging markets to engage fashion ads of non-luxury fashion retail small- to medium-size enterprises (SMEs) on social media. Through a desk assessment of practice and the phenomenon's available evidence in the extant literature, four main drivers were delineated, reviewed and subsequently tested to influence young consumers' behavioural engagements of emerging markets' fashion SMEs' social media contents. Design/methodology/approach A non-probability sample of 1,150 respondents (Gen Y and Z combined) in Ghana, an emerging market, formed the sample for the study. The respondents assessed four empirically identified antecedents (sales campaigns, relevant sales-related information, catchy and inspiring product/brand photo/video and consumer-generated contents) that are likely to influence their behavioural engagement on social media platforms (Instagram, Facebook, WhatsApp and Twitter). SmartPLS (version 3.3.3) was employed to perform partial least square structural equation modelling. Findings The results showed that to engage fashion-related ads, particularly from non-luxury fashion SMEs, young consumers consider sales campaigns, cues from consumer-generated contents, as well as quality and inspiring videos and photos. Less attention is given to relevant sales-related information. Practical implications The three significant drivers of engagement found in the current study provide managerial knowledge for non-luxury fashion SMEs in emerging markets. Videos and still pictures must be of high definition and quality. Short and long promotional campaigns may drive positive behavioural engagements. Interactivity between fashion SMEs and young consumers is encouraged as it precipitates the positive engagement behaviours enabled by social media. The study concludes with actionable recommendations for the non-luxury fashion SME sector in emerging economies. Originality/value The study is the first of its kind to ascertain what drives young consumers' engagement with non-luxury fashion SMEs on social media. It provides managerial insights and guidance to SMEs in emerging markets on effective social media fashion retailing targeted mainly at digital natives, the dominant generational cohorts on social media in most emerging economies.