THE USE OF SOCIAL MEDIA IN ADVERTISING IN GHANA: AN AGENCY PERSPECTIVE

ABSTRACT

The study is intended to provide understanding of the use of social media for advertising by the

advertising agencies in Ghana and to identify the prospects and challenges associated with its

adoption. It is also to explore possible solutions that can possibly enhance the use of social

media in advertising practice in Ghana.

It sets out to examine the attitude of advertising practitioners towards the use of social media,

identify the range of social media tools being applied and the motivation behind those choices.

The study used the Diffusion of Innovation Theory to explicate the issues of interest.

The study adopted qualitative research approach using in-depth interview technique with a

sample size of 5 advertising agencies selected through purposive sampling. The population under

consideration is all the advertising agencies in Ghana formally registered and recognized as

advertising agencies.

The study is expected to increase knowledge about the opportunities and challenges associated

with the use of social media in Ghana for advertising practitioners. It is also to create

understanding about the changing communications landscape and how advertising practitioners

in Ghana are adapting.