Electronic Theses and Dissertations (Masters/MBA)

Permanent URI for this collectionhttps://hdl.handle.net/10539/37942

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    The impact of corporate social responsibility on brand equity in the telecommunication industry in Ghana
    (2021) Salifu, Shaibu
    Recently, there has been a rising interest for an anchor of Corporate Social Responsibility (CSR) into the business structure of most organizations in Ghana. This is due to the benefits associated with the concept of CSR which has generated a lot of attention and interest of many stakeholders including managers and researchers. However, most of the available research works in this area were carried out on developed countries and in the case of the telecommunication industry, the scope of studies appear narrow as individual telecommunication companies were used as case studies and reported findings are inconclusive. This study investigated the relationship between CSR and brand equity in the telecommunication industry in Ghana. The study adopted quantitative research design and collected primary data from 600 respondents across the 16 regions of Ghana using structured questionnaire. Convenience sampling procedure was employed. The field data was analyzed using inferential statistics (OLS regression and correlation analysis) and descriptive statistics. The study found that both ethical and philanthropic responsibilities of CSR positively relate to brand awareness and brand loyalty at statistically significant levels. The study recommends that telecommunication firms in Ghana should make their philanthropic initiatives and projects visibly known to the general public through intensive public relation activities, media engagements to showcase their donations, sponsorships, community socio-economic projects and voluntary education gestures. The study further recommends that management of telecommunication firms should continuously integrate and incorporate philanthropy in their marketing strategies, making it permanent and integral feature of the formulation and implementation of business differentiation policies
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    The impact of interactive social media advertising on brand resonance in South Africa
    (2020) Qutywa, Pinda
    Interactive Social Media advertising offers our population many benefits, whether it be entertainment, news, education, customer service or even networking. Social media is changing the rules of branding. Brands can be noticed with smaller investments as they can tap into social media to amplify their brand message. The ever-evolving impact of social media on branding is shifting the very essence of brand management. Social media binds together communities that once were geographically isolated. Insights from various social networks enable marketers to understand what customers want, and when they want it, how they want to experience it and who they want to experience it with, all of which will enable messaging that they want to hear. On the World Wide Web, the brand is the experience and the experience is the brand. Although branding has been a subject of research for many years, the subject of social media is new and emerging, therefore the scope of research has widened, creating opportunities to expand on existing knowledge and theory. Largely, research specific to brand advertising and brand resonance has not incorporated social media particularly in the emerging market context such as South Africa. There is a lack of academic research revealing how social media, advertising and brand resonance interconnect in the South African skincare market context. The purpose of this study was to investigate influence of social media advertising interactivity on brand resonance. The brand resonance construct is measured from the perspective of its four dimensions namely, loyalty, attachment, community and engagement. An online survey was administered to 3,000 respondents. Out of that, 1959 completed the survey in full. The respondents were regular users of social network sites and they were sourced mainly from university students, a smaller percentage of the group consisted of university staff and other members of the public. Data was analyzed using the R-software version 3.6.3, to determine if the items correlate with their unique constructs. The conceptual model elements were analyzed using exploratory factor analysis. The study showed that interactive social media advertising has a positive and significant impact on brand loyalty, brand attachment, brand community and brand engagement. The study gives marketers insights into how to effectively use social media as an advertising medium, but most importantly how to use social media to create brand resonance.