Department of Integrated Marketing

Permanent URI for this collectionhttp://10.30.1.83:4000/handle/123456789/23

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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.
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.
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.
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.
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 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.
Healthcare Branding: Insights from Africa into Health Service Customers’ Repeat Patronage Intentions
(Taylor & Francis Group, 2021-07) Odoom, Priscilla Teika; Narteh, Bedman; Odoom, Raphael
The study explores the relationship between branding in healthcare, brand image and customer re-patronage intentions. A survey approach was employed to gather data from 318 outpatients in hospitals in the Accra Metropolis and the data was analysed using factor analysis and regression analysis. The results indicate that the four dimensions of healthcare branding – brand elements, tangibles, medical personnel quality and critical services – predict healthcare brand image and re-patronage intentions. However, brand elements did not predict customer re-patronage intentions; and a strong significant relationship emerged between healthcare brand image and re-patronage intention. The strategic implications of the results for managing branding in hospitals are discussed in the paper.
Internal Communications During Crisis-Induced Organizational Change
(Springer Nature Switzerland, 2024-07-30) Anani-Bossman, Albert; Boateng, Eric; Nutsugah, Noel; Semarco, Stanley
The COVID-19 epidemic prompted several organizations to make adjustments in order to handle economic and operational difficulties. Knowledge of how organizations use communication to drive changes and ensure employee commitment to the organization is essential. By integrating literature from symmetrical internal communication, organizational change research, and organizational support research, this study proposes a theoretical model to understand the role of symmetrical internal communication on the employees’ cognitive and affective experiences and affective organizational commitment during the pandemic. An online survey was conducted with 533 full-time employees in Ghana, West Africa. The overall result shows a positive correlation between symmetrical internal communication and employees’ perceived quality of change communication. Moreover, the perceived quality of change communication, facilitated by symmetrical internal communication, increases employees’ perception of organizational support and positive emotions during crisis-induced organizational change, resulting in affective commitment. The study discusses the theoretical and practical implications.
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.
Personalised Display Advertising and Online Purchase Intentions: The Moderating Effect of Internet Use Motivation
(IGI Global, 2022) Odoom, Priscilla Teika
Personalized ads are increasingly used by marketers to promote product and service brands; however, the effect of ad personalization on consumer perceptions and online purchase intention has received limited research attention, particularly in different media usage situations. To address this gap, data were collected in four sub-Saharan African countries through an online survey to test the hypothesized model using structural equation modeling. The findings indicate that perceived ad personalization influences online purchase intention, and this relationship is partially mediated by perceived relevance and fully mediated by perceived intrusiveness. No effects were found for privacy concern. Notably, internet use motivation moderated the relationships between the predictor and the outcomes. Specifically, the effect of ad personalization on perceived intrusiveness was only significant among paratelic users; its effect on purchase intention was also stronger among paratelic users, and its effect on perceived relevance was more pronounced among telic users.

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