Browse Items (640 total)

Purpose – Using the transportation theory, and the brand equity model, this study aims to examine how short
video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to
patronise. Further, the study…

This study sought to investigate and understand customer behaviour that determines attitudes in relation to SMS advertising and purchase intentions in Ghana. The quantitative method was used with simple random sampling technique in selecting the…

Social media has been described as having the potential to enhance the delivery of e-government services. The chapter relies on examples of social media use in providing e-government services in South Africa, Ghana, Kenya, Morocco, Rwanda and…

Purpose
This study aims to determine the impact of social media usage on university student’s academic performance in Ghana.
Design/methodology/approach
A quantitative research method was used for the study. With the aid of a simple random…

Achieving the 17 sustainable development goals (SDGs) has become very important in the survival of the human race and the earth's ecosystem. The purpose of this study is to see the effectiveness of social media communication and how it influences…

Purpose
This study evaluates the mediating role of social media entertainment on social information (content) and social media performance, during the COVID-19 era.
Design/methodology/approach
Primary data were randomly gathered from 373 students…

solid waste disposal methods by most Ghanaians has necessitated several interventions of which the polluter pays principle is key. However, its implementation has not yielded the desired results yet, since the exploration of the main factors…

Corporate entrepreneurship has gained attention from both academics and practitioners due to its significant contribution to economic growth and overall firm performance. Nevertheless, the corporate entrepreneurship literature is evolving, with…

This book was inspired by the many conversations we had with Dr. Nuray
Buyucek during her doctoral research at Social Marketing @ Griffith. Nuray,
following the completion of her PhD, embarked on a career in government,
and her work commitments…