Faculty of Public Relations, Advertising & Integrated Marketing

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A Content Analysis of Online Brand Personality of 4 Universities in Ghana
(Journal of Education and Practice, 2019) Amartey, Rhodalene; Austin, Nathan
The purpose of the study is to understand brand personality of four (4) universities in Ghana as communicated via their websites. Data was extracted from the websites of the 4 universities unto a word document. The text was analyzed using a content analysis technique. The Nvivo software version 12 was used to code the data. The results showed that the four (4) universities exhibit certain brand personality traits on their websites. For example, Kwame Nkrumah University of Science and Technology School of Business (KNUST Business School) and the University of Ghana Business School (UGBS) portrayed the following brand personality traits; competence, excitement, ruggedness, sincerity and sophistication. The University of Cape Coast School of Business (UCC School of Business) and the University of Education Winneba Faculty of Business (UEW Faculty of Business) exhibited the following brand personality traits; competence, ruggedness, sincerity and sophistication. The study concludes that the universities understand brand personality and strategically communicate them on their websites.
A Systematic Review of Social Media Research in Ghana: Gaps and Future Research Avenues
(Annals of the International Communication Association (Taylor & Francis Group), 2024-02-26) Nutsugah, Noel; Kuupuolo, Eva; Peculiar, Theophilus
The emergence of internet-based communities, popularly known as social media, has transformed communication drastically. Due to its importance, scholars have written on the subject within the Ghanaian context. However, the literature remains fragmented without knowledge of its current state, gaps, and opportunities for future research. To address this, we synthesised 29 peer-reviewed articles in academic databases from 2013 to 2023. Through a systematic literature review, we observed that social media research in Ghana had been underpinned by the quantitative approach at the expense of the others. Likewise, the most explored theme is Social Media and Politics, whereas the least is Health Communication and Social Media. Based on the gaps identified, we made recommendations for future research.
An Examination of the Relationship Between Branding and Consumer Buying Behavior of Mosquito Repellants in the Kumasi Metropolis of Ghana
(Journal of Emerging Technologies and Innovative Research (JETIR), 2019-02) Tandoh, Isaac; Nsiah, Emmanuel
This study examined the influence of branding on consumer purchasing behaviour with an emphasis on mosquito repellents in the Kumasi Metropolis of Ghana. This was necessitated by the fact that, in-spite of the superfluity of literature on branding and consumer purchasing behaviour, there are limited studies on mosquito repellents despite its growing demand. The study in addressing this gap significantly contributes to academic knowledge on branding and consumer purchasing behaviour. The study adopted a descriptive survey as the research design. Both primary and secondary sources were used in the gathering of data. The study employed a purposive sampling method for the selection of 210 respondents in the administration of the questionnaire. Data were then analyzed using Statistical Package for Social Sciences (SPSS) and Microsoft Excel. Correlation matrix, Cronbach Alpha, Mean and Standard Deviation were used in the analysis of the quantitative data and the testing of hypotheses. The study revealed that majority of the respondents based their purchasing decision on brand name although some respondents acknowledged that purchasing behaviour was also influenced by brand elements such as design, slogan, shape and logo. The study, by extension, discovered that there was a strong positive relationship between brand elements and consumer purchasing behaviour. Also, most of the respondents indicated that they purchase mosquito brands because of the assurances of quality. Based on the findings, the study recommends the need not only for market practitioners to concentrate on the brand name as a way of influencing consumers’ purchase decision but also undertake measures to develop the other brand elements such as design, slogan, shape and logo. Also, due to the competitive nature of the market, top management should continue the pivotal role they are playing in making their brand stand out from those of competition.
Artificial Intelligence in Public Relations and Communication Management: Perspectives of Ghanaian Professionals
(Communicare: Journal for Communication Sciences in Southern Africa (University of Johannesburg), 2024-08-01) Anani-Bossman, Albert; Nutsugah, Noel; Abudulai, Justice Issah
Artificial intelligence (AI) is presently transforming society and industries withsignificant implications for the public relations and communication profession.However, scholarship on this subject in Africa is lacking. This paper addressesthis gap by investigating AI in the public relations and communicationmanagement industry in Ghana. It focuses on the knowledge, adoption, andimpact of AI, as well as the perceived risks and challenges associated withthe application of AI. The study used the quantitative method to gather datafrom 275 professionals. Results revealed that professionals have a limitedunderstanding of AI despite their knowledge of the concept. Communicationprofessionals believe AI will impact the profession, their department, and howthey work. However, they did not foresee any challenges or risks associatedwith applying AI (e.g. competency in using AI, motivation to use AI, andloss of jobs). The result points to the need for professionals to increasetheir knowledge and understanding of AI. There is also the need for publicrelations scholars in Ghana, and Africa for that matter, to begin having seriousdiscussions on this issue.
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.
Blockchain Application for Healthcare Data Management and Patient Experience
(IGI Global, 2023-11) Ayarnah, Amin; Mensah, Kobby; Odoom, Raphael; Nutsugah, Noel
Blockchain technology is transforming the healthcare sector in light of data management and patient experience. It can be used in building a more secure data management platform that allows patients to retain ownership over their medical records. Permitted healthcare practitioners can also monitor patients' medical histories, view their most recent prescriptions, and provide prognoses with excellent patient experience. Ultimately, healthcare policymakers responsible for the regulation of innovation should create a favourable environment that will spur the building of blockchain digital solutions with the propensity of providing a single protocol of trust among healthcare stakeholders. This will standardise the implementation of blockchain in the global healthcare space. Green-oriented organisations should also join the conversation on how blockchains are designed, especially ensuring that blockchain is built with sustainability principles.
Brand Orientation and Brand Performance in SMEs: The Moderating Effects of Social Media and Innovation Capabilities
(Emerald Publishing Limited, 2019-01) Odoom, Raphael; Odoom, Priscilla Teika
Purpose – This study aims to investigate the moderating effects of innovation capabilities and social media capabilities on the relationship between brand orientation and brand performance among small- and mediumsized enterprises (SMEs). Drawing on the size differential feature from the organizational ecology theory, the paper further tests variations in these conditions across disaggregated SME levels. Design/methodology/approach – The empirical part of the study was carried out with a sample of 484 enterprises in an emerging market context via exploratory and confirmatory factor analyses, along with a moderated hierarchical regression. Findings – Results from the moderated hierarchical regression analysis indicate that although the two capabilities generally offered positive moderating effects across all enterprises, these are conditional and not invariant when disaggregated based on enterprise sizes (small vs medium). Originality/value – The study suggests the need for enterprise owners/managers to identify optimal combinations of enterprise capabilities, based on their sizes, for which their complementarities with brand orientation efforts are more potent.
Branding Capabilities and SME Performance in an Emerging Market: The Moderating Effect of Brand Regulations
(Emerald Publishing Limited, 2017-05) Odoom, Raphael; Agbemabiese, George Cudjoe; Anning-Dorson, Thomas; Odoom, Priscilla Teika
Purpose – The purpose of this paper is to test the effect of brand regulations on the relationship between enterprises’ branding capabilities (internal and external) and performance. It also examines the hypothesized relationship effects across manufacturing and service-based enterprises. Design/methodology/approach – The study uses data from 384 small- and medium-sized enterprises (SMEs) within an emerging market setting. Moderated hierarchical regression was used to examine the theoretical interrelationships between branding capabilities and enterprise performance within the boundaries of regulations. Findings – Results from the study suggest that both internal and external branding capabilities positively affect enterprise performance. However, the effect is confounded as brand regulations attenuate the relationship between enterprises’ branding capabilities and performance. Varying outcomes across manufacturing and service-based enterprises are also assessed. Originality/value – The study suggests that policy makers should review regulations on businesses, particularly those relating to the small business sector. Regulations that ameliorate activities of SMEs should be implemented to promote existing enterprises, and attract new ones for industrialization in emerging markets. The findings provide evidence for issues of potential research and managerial interest, with implications for both policy makers, small business owners and the academic community.
Branding Efforts and SME Performance–An Empirical Investigation of Variations Across Firm Sizes and Business Sectors
(Emerald Publishing Limited, 2017-07) Odoom, Raphael; Odoom, Priscilla Teika; Asamoah, George
Purpose – This paper aims to draw on the organizational ecology theory to examine variations in branding efforts and performance of small and medium-sized enterprises (SMEs) across enterprises sizes and business operating sectors. Design/methodology/approach – A four-stage analysis involving principal component analysis, Pearson correlation, ANOVA and logistic regressions was used on a sample of 430 SMEs within an emerging market. Findings – Principal component analysis identified four brand marketing efforts relevant to the SMEs. These efforts were used in fluctuating extents among small-sized versus medium-sized enterprises, as well as manufacturing versus services SMEs. Additionally, proportionate levels of performance corollaries were found to be accruable across the enterprise sizes and operating sectors. Originality/value – The paper first identifies four brand-building efforts germane to SMEs within an emerging market and examines their precise contributions to firm performance within enterprise sizes and business operating sectors. It further reinforces the relevance of brand marketing programs to the growth of SMEs by establishing the likelihood and extent to which brand-building efforts impact on SME performance across enterprise sizes, as well as operating sectors. The study also presents issues of potential research and managerial interest from an emerging market, offering insightful implications to researchers and SMEmanagers.
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.
Consumer Acceptance of Online Display Advertising - The Effects of Ad Characteristics and Attitude Toward Online Advertising
(Inderscience Publishers (IEL), 2020-05) Odoom, Priscilla Teika; Narteh, Bedman; Odoom, Raphael
Extant research address online display advertising effectiveness as a function of ad characteristics. However, issues regarding the influence of specific ad characteristics remain under explored and fragmented. Also, the role of ATOA in facilitating the effects of ad characteristics on consumers' ad acceptance is not properly addressed. Yet, these insights are essential for marketers to break through the clutter and enhance favourable reactions toward their display ads. This study extends existing online advertising literature by examining the influence of interactivity, placement, informativeness, personalisation, and exposure condition on ad acceptance; and also assesses the intervening effect of ATOA in these relationships, using the stimulus organism response model as a theoretical lens. An online survey was employed to gather the study data which was analysed using structural equation modelling. Findings support all except placement as essential ODA characteristics that directly influence ad acceptance among consumers, and ATOA strongly mediated of these relationships.
Corporate Donation as a Marketing Communication Tool
(Journal of Management & Scientific Research, 2015-09) Tandoh, Isaac; Sarfo, Clement; Ampofo, Bernard A.
The purpose of the study was to gain better understanding into how Donation can be used as a Marketing communication tool in the financial sector. This is due to this fact, most financial institutions in the Ghana, are using the other traditional communication tools with sales promotion and Advertising dominating. Atwima Kwanwoma Rural Bank is used as a case study. Questionnaires, Interviews and documentations are the instruments used to gather data for this study. From the result of the study, it was discovered that Donation is a strong communication tool apart from the traditional communication mix. Donation also provides a cost effective means of communication to all stakeholders involved both in the long and short run. This was realized from the response gathered from the Questionnaires and interview. Again, Donation has a quick influence as it communicates quickly to recipients through the kind gesture done by the Bank. Donation increases sales as it urges most beneficiaries to open accounts with the Bank. It is therefore suggested that in event of further studies, information regarding the internal operation of the Bank must be made available so as to provide balance analysis of the study. In the study, Donation was found to infuse all the other communication tools at a time, because in one Donation activity, the Bank is able to directly promote its services through Direct Marketing, personal selling, advertising, sales promotion and public relations.
COVID-19 Induced Changes to News Gathering and News Production: Practical Experiences from Five Ghanaian Newsrooms
(Journal of African Media Studies, 2024-06-20) Asuman, Manfred A. K.; Nutsugah, Noel; Buatsi, Redeemer; Peculiar, Theophilus
This study, grounded in Kurt Lewin’s theory of change management, investigates how the COVID-19 pandemic influenced change in the news gathering and news production process in five newsrooms in Ghana. Through semi-structured in-depth interviews, our study proves that the social restrictions that were introduced due to the COVID-19 pandemic forced Ghanaian newsrooms to introduce certain measures, including work-from-home policies, a strategy that had never been explored prior to the pandemic. Our study further reveals that, whereas male journalists were usually given tasks that were considered dangerous, such as reporting from the morgue and intensive care units of hospitals, female journalists were usually assigned news conferences and tasked to conduct interviews with various stakeholders, a gender perspective to news gathering during the pandemic which has never been reported. Based on these and other findings, we argue that the COVID-19 pandemic did indeed drive change in how journalists gather and produce news.
Determinants of Bank Selection Preference among Customers in the Kumasi Metropolis of Ghana
(International Journal of Research, 2019-01) Tandoh, Isaac
The study investigated factors consumers consider in choosing a bank in Ghana. Questionnaires were sent to 300 respondents who were selected from the sample area of Kumasi, the second capital of Ghana. The result revealed five most important factors consumers consider when they are selecting a bank. They include; availability of Automated teller machine(ATM machine), effective and efficient customer service, ease of obtaining loan, number of branches and the rates of interest on saving. The study further revealed that friends and/or family members are very important to customer as they serve as the first source of information when it comes to the selection of banks. On the basis of the findings, it was recommended that, banks in Ghana invest in marketing research to identify the needs and wants of their customers so as to be able to provide them with products and services that will satisfy the identified needs of customers. The study recommends that, Ghanaian banks provide consumers with demand products and also pay more attention to the five most important factors mentioned which consumers consider when selecting a bank.
Development of Public Relations Research in Ghana: A Systematic Review
(Elsevier (Public Relations Review), 2023-06-06) Nutsugah, Noel; Anani-Bossman, Albert
Even though the extant literature has pointed to the steady growth of public relations research in different contexts, the developing economy context continues to be marginalised in terms of scholarship, theory development and, consequently, the practice of the discipline. This has necessitated calls from scholars to document research in the discipline to trigger future research agendas. This study was therefore undertaken to scientifically synthesise and analyze 26 peer-reviewed public relations studies in Ghana, which were published over a period of 10 years (2012–2021) to document the dominant issues, gaps, and future research avenues. Through a systematic review, the study found that there is an over-concentration on themes such as CSR and CSR communication, public relations within higher education institutions, and dialogic public relations at the expense of other key subject areas within the discipline. Methodologically, 65% of the studies reviewed have employed the qualitative methodology as opposed to the quantitative and mixed-method approaches, thereby reducing the ability to extrapolate their findings to other populations. The study has thoroughly discussed the implications for public relations scholarship, theory development and practice within Ghana and other emerging contexts.
Dynamics of Savings Culture in Ghana
(South American Journal of Management, 2015) Tandoh, Isaac; Tandoh, Victor
In Ghana and most developing parts of the world, families feel that it’s troublesome or skirting on hard to save as a result of low levels of wages (Boateng, 1994). The low profit of Ghanaian families is a result of the low levels of budgetary improvement consolidated with distinctive components, for instance, unlucky deficiency of training. The purpose of the study was to find out the determinants of savings culture in Kumasi, the second capital of Ghana. Quantitative methodology was used and sample was obtained from selected households in Kumasi. The study assembled and made utilization of primary data through the organization of organized surveys. Questionnaires were used as a data collection tool and SPSS a statically tool was used to analyze the data. It was discovered in the study that, relatively high level of savings culture among the people of Kumasi metropolis. Respondents preferred to save more for the future, they planned life ahead of time, saving money was a virtue, respondents paid close attention to how much money they spend, and before they purchased anything, they compared prices on similar items. The study recommends that financial institutions improve their operational and marketing strategies to attract all persons in the qualified age bracket being it male and female and also governing bodies like the Bank of Ghana, must take drastic measures to close down all these illegal financial institutions in the system that is dragging the reputation of the rest into the mud.
Evaluating the Dialogic Potential of Websites of Universities in Ghana
(International Journal of Humanities and Social Science, 2019-02) Amartey, Rhodalene
The purpose of this paper is to examine the dialogic communications potential of websites of universities in Ghana. The study employed a quantitative content analysis of universities websites in Ghana drawing upon Kent and Taylor’s (1998) dialogic communications framework. The results show that many of the websites do not have dialogic principles. Many of the websites do not contain relevant information. Besides, many of the information are dated. The websites do not have features that conserve visitors and many also do not have dialogic loop features. From the findings, the researcher proposes that interaction between websites and users must be considered when websites are being developed.
Examining the Factors and Constraints Influencing the Choice of Marketing Communication Mix Elements in Rural and Community Banks (RCB’s) in Ghana
(Test Engineering And Management, 2020) Tandoh, Isaac; Oppong Mensah, Nicholas
To a very large extent, no organization can survive without paying attention or considering integrated marketing communications as a major operational activity because of the dynamism and competitiveness of the banking industry and the economy at present.The study aimed to examinethe factors and constraints influencing the choice of marketing communication mix in Rural and Community Banks (RCB’s) in Ghana. A mixed-method approached was used with 561 rural banks spread over 10 regions of Ghana chosen as the study area. Questionnaires were a major tool for data collection. Data were collected from both primary and secondary sources utilizing a structured questionnaire based on the objectives of the study. Findings from the study revealed thatmajor constraints like thehigh cost of implementation, the size of the bank, limited management capacity among others were facing the implementation of marketing communication mix strategies by the RCBs, On the determinants, the results showed that age of RCB, total deposits and a net worth significantly influence a bank to use Advertising and Personal selling as a marketing communication mix strategy with a positive coefficient of 0.1122, 0.0109 and 0.0728 at 1% and 5% levels. It was inferred that RCBsthat has been in existence for a longer period was 0.1122 likely to choose Advertising and Personal selling as a communication mix strategy at 1% compared to all the six tools. Also, a one Ghana Cedi increase in the total deposit mobilized by RCB will increase the probability that it will choose Advertising and Personal selling as a communication mix strategy by an estimated coefficient of 0.0109 at 1% compared to all the six tools.
Examining the Relationship among Online Brand Elements, Dialogic Communication and Online Brand Personality
(European Journal of Business and Management, 2019) Amartey, Rhodalene
The objective of this study is to assess the relationship among online brand elements, dialogic communication and brand personality. The study used survey research design. The unit of analysis was the universities in Ghana. Descriptive statistics, confirmatory factor analysis and logistic regression were used to analyze the data. The findings show that brand and website elements significantly influence three brand personality dimensions namely: competence, excitement, and sophistication. The findings also revealed that websites with high dialogic communication features would significantly enhance the relationship between brand and website elements and the university brand personality dimensions as compared to those with low dialogic communication features.
Exploring Online Brand Personality of Ghanaian Universities
(New Media and Mass Communication, 2019) Amartey, Rhodalene
The aim of this study is analyse the brand personality of websites of Universities in Ghana. The focus was on the brand personality portrayed on their websites. Aaker’s (1997) model served as the conceptual framework. The model has five dimensions; competence, excitement, ruggedness, sincerity and sophistication. The contents of 65 accredited universities with functional websites in Ghana were analysed. All the universities have accreditation from the Ghana National Accreditation Board. Content analysis was the research method adopted. The analysis revealed that the universities portray the following personality traits or attributes on their websites; competence, outstanding, scientific, staunch, unfaltering, thorough, exciting, freshness, inventive, risky, challenge, dangerous, difficult, rigorous, tricky, unrestrained, accurate, authentic, compassion, decent, realistic, charismatic, distinguished, graceful, magnificent.

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