ABSTRACT The main purpose of this study was to explore linguistic innovation, a case of selected posts by Namibian as expressed on social media platforms: Facebook, WhatsApp and Twitter. In addition, the study sought to identify the strategies of linguistic innovation and to examine the motivation behind this innovation. By assessing the extent that the innovated language deviates from standard English, the study was able to evaluate the distinction of the innovated language from “incorrec...
ABSTRACT The purpose of this research is to examine the impact of social media and sports fan engagement and explore whether social media engagement has a mediating effect on the relationship between fan engagement behaviour and fan loyalty. The research employed an explanatory research design to explain the cause-and-effective relationship among fan behaviour and fan loyalty. Self-administered questionnaires were employed in collecting the data. The target population for this study was fans ...
ABSTRACT Social media has become extremely popular in Ghana and various organisations of all sizes are experimenting with social media advertising. Despite this increasing usage there is currently limited research on how social media is used in specific Ghanaian industries. This study was conducted to ascertain why and how Guinness Ghana Breweries Limited (GGBL) uses social media for advertising. The study focused on specific Guinness Ghana Limited brands –Guinness and Malta Guinness. The s...
ABSTRACT Good breastfeeding practices provide infants with the nutrients they need for optimal growth and development. Breastfeeding reduces the risk of infection and also has significant health benefits to the mother as well. Health communication is important to support good breastfeeding practices. However, communication through the health system alone is not sufficient enough to reach everyone who needs breastfeeding information. Social media could serve as an inexpensive way of receiving ...
ABSTRACT Social media tools such as Facebook, Twitter, Instagram and YouTube have become important sources of information. However, the dynamics between the volume of information on social media and the quality of choices consumers make remain unclear in literature. While some social media users complain of choice overload affecting the quality of choices and post purchase dissonance, others believe that information on social media is of quality and sufficient for effective decision making. T...
ABSTRACT The study assessed the influence of social media on the voting behaviour of tertiary students in the Wa Municipality: Ghana‟s 2016 general elections in perspective. The agenda setting theory was adopted to serve as guidance for the study. Purposive and Simple random sampling techniques were employed in selecting the respondents for the study. In all 383 respondents were selected for the study. Tools employed for data collection were interview guide, questionnaire and Focus Group D...
ABSTRACT Social media has become common place in Ghana. The younger generation adopted the use of social media at the beginning of the millennium. Their usage habits characterised and dominated the social media-scape. However, due to the subsequent ubiquity and penetration of social media in Ghana there is an increased involvement of the older generation in the use of social media. Social media has become the central communication media for both the young and older generations as well as inc...
Introduction: Social media are the collection of online communications channels dedicated to community- based input, interactions, content sharing and collaboration across people Elephant, (2011). Social media has become a routine way of life for most people. Students search for all kind of means to solve sexual challenges that they face. Most of them get their source of information through social media. Studies have shown that social media have an influence on sexual behaviors of young ...
ABSTRACT In this era of online communication and the proliferation of social media, traditional messaging and calling by using mobile phones have transformed into different practices. This has changed the lifestyles and communication strategies of many today including market women and introduced new and innovative use of the mobile phone aside from the traditional use of making and receiving calls. Mobile phone usage and the use of social media has become a popular trend among a large populat...
ABSTRACT This study aimed to identify the purpose and nature of interactivity on social media platforms using the Facebook pages of Marie Stopes Ghana (MSG), Planned Parenthood Association of Ghana (PPAG) and Alliance for Reproductive Health Rights (ARHR). The research combined qualitative content analysis (framework method) of the Facebook pages of MSG, PPAG and ARHR from 1st January 2017 – 30th June 2017, with in-depth interviews with the managers of the individual pages. The study found...
ABSTRACT The traditional conception of production, where companies were sole originators of products has opened up to emphasize consumer’ input in a process known as co-creation. As a communicationladen activity, co-creation interactions appear to have deepened as social media provide more opportunities for brand producers and their customers to meet and share ideas. This study sought to explore the ways in which social media is shaping co-creation interactions by small artisanal businesses...
ABSTRACT The study examined the effect of customer social media brand engagement on word of mouth and purchase intention as well as explored the moderating effect of brand trust in such a relationship. The study employed an explanatory design using quantitative research approach to explain the cause and effect of the dimensions of customer social media brand engagement on word of mouth and purchase intention. Self-administered questionnaires and online survey tool, Google forms, were employed...
Abstract Sentiment analysis has proven to be one of the most challenging tasks in natural language processing (NLP). Many AI systems have been developed which can detect the polarity of a sentence (degree of positivity, neutrality or negativity). But more information such as the emotion of the author can be detected. Our task here is to build an artificial agent – or an AI system – that is capable of detecting polarity in a document as well as the emotion of the author. Generally speakin...
ABSTRACT This study adopts a mixed method approach to interrogate how social media is being used by individuals, both experts and non-experts in the promotion of diet and exercise. Using the social cognitive theory and the uses and gratifications theory as the theoretical framework, the study investigated how Ghanaians are using the Facebook and Instagram applications in their exercise and diet promotion behaviours. The objective of the study was to find out why people join these virtual comm...
ABSTRACT Social media advertising is a powerful tool in contemporary times. The study sought to explore the effectiveness of firms’ social media advertising of fashion brands on consumer decision making with the mediating effect of consumer engagement in Ghana. Three constructs in assessing the effectiveness of firms’ social media advertising which included emotional appeal, informativeness and advertising creativity were used. There were two objectives of the study. The first objective w...