Browse Items (3074 total)

Interrogation of dialogic potential of
university websites in Ghana

This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers.

The…

Despite the expansion of financial institutions and the proliferation of mobile financial services, reaching the unbanked and bringing them under formal financial services has become a policy concern in many developing countries. Due to the lack of…

There is an increase in brand marketing on the websites of universities in a bid to present the kind of identities that will best promote them. This study examines the identities universities project to market their brands within the context of…

As part of COVID-19 containment measures, the World Health Organization
(WHO) declared the rapidly spreading disease to be a pandemic on 11 March
2020, (WHO, 2020), leading to most countries in Africa declaring a state of
emergency. Zimbabwe, in…

An endowment is a collection of assets invested to generate revenue for a nonproft organisation or to support specifed activities (Stepanova et al., 2020).
It has become common for higher education institutions, such as colleges and
universities,…

Organizations are bound together with a glue which is known as culture.
Higher education institutions such as colleges and universities, just like any
other organizations, have to efectively communicate their culture in terms of
their mission,…

Using social identity theory and social capital theory as a backdrop to understand the context of subsistence marketplaces, this
study investigates how rural micro and small businesses engage in marketing practices and how poverty reduction policies…

The factors affecting students’ choice of higher education is essential for the university’s
management. Various research across the world has been carried out to understand how students
select their preferred universities for tertiary study;…

Abstract
The purpose of this paper is to assess hotel websites as a marketing communication tool using Kent and Taylor’s (1998) dialogic principles. This study was executed qualitatively using content analysis of 42 hotel websites
in Ghana. The…