UniMAC Digital Repository

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The UniMAC Digital Repository is a digital service and an open-access electronic archive that maintains and preserves digital copies of scholarly publications of faculty, administrators and and students of UniMAC

  • The Repository archives other digital resources of the university such as reports, manuals, policies and more.
  • The Repository is hosted and managed by the UniMAC Library IT Unit.
  • The Journal of Communications, Media and Society (JOCMAS) is also replicated on the Repository.

Click the link to visit the UniMAC Library website UniMAC Library.

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Communities in UniMAC Digital Repository

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Now showing 1 - 4 of 4
  • 1. Theses / Dissertations  630
    This Community share the theses/dissertations of past students of the University. Dissertations and theses here are ONLY those at the Masters' and Doctoral levels and are strictly for consultation and guidance purposes. Users are encouraged to properly acknowledge and cite them when they are used.
  • 2. Research Publications  286
    Showcases the Research publications of Faculty and Staff of the University to promote and grant extra visibility to such research output.
  • 3. Journal of Communications, Media & Society (JOCMAS)  56
    Journal of Communications, Media and Society (JOCMAS) is a multidisciplinary academic research platform focusing on communications in the broadest sense of the words. The Journal provides an opportunity for the academic community and industry players in Africa and beyond to publicise their research findings in the above-mentioned field and also access similar information.
  • 4. Lectures & Speeches  2
    This Community contain Speeches delivered by Principal Office holders of the University of Media, Arts and Communication at important occasions.

Recent Submissions

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    The Impact Of Artificial Intelligence On Strategic Public Relations Campaigns
    (UniMAC, 2025-12) Kyeremaa, Vicentia
    The purpose of this study was to examine the impact of Artificial Intelligence (AI) on strategic public relations (PR) campaigns in Ghana, focusing on how PR professionals adopt, use, and interpret AI technologies across campaign planning, implementation, and evaluation. The study explored the extent of AI integration, the benefits it brings to PR practice, and the challenges that limit its effective application. A qualitative research approach grounded in the interpretivist paradigm was employed to gain in-depth insights into practitioners’ lived experiences. Using a phenomenological research design, semi-structured interviews were conducted with ten PR professionals drawn from radio and television stations, corporate communication units, and PR/digital agencies within the Greater Accra Region. Data were analyzed using reflexive thematic analysis supported by NVivo 14, allowing for systematic coding, theme development, and the interpretation of recurring patterns. The key findings reveal that AI adoption in PR is emerging but uneven, influenced by training exposure, organizational readiness, and access to digital tools. Respondents reported that AI enhances efficiency, supports evidence-based decision-making, improves audience targeting, and stimulates creativity in campaign design. However, challenges such as data inaccuracy, limited access to full-featured AI tools, technical and infrastructural constraints, skill gaps, ethical concerns, and cost barriers continue to restrict broader adoption. Despite these limitations, practitioners recognize AI as a transformative resource capable of strengthening strategic communication when supported by adequate training and infrastructure. Based on the findings, the study recommends that PR organizations prioritize structured AI training programs for communication professionals.
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    The Experiential Bridge: Exploring Students’ Reflections On Service-Learning In Public Relations Education In Ghana
    (UniMAC, 2025-12) Robinson, Eric
    This study explored the lived experiences of public relations students participating in a service-learning course at a public university in Ghana. Employing Interpretative Phenomenological Analysis (IPA), the research examined how experiential engagement and reflective practices shaped students’ perceptions, learning integration, and readiness for professional practice. Anchored in Kolb’s Experiential Learning Theory (ELT) and Mezirow’s Transformative Learning Theory (TLT), the study found that students initially viewed the course as a routine academic requirement. However, engagement in real-world projects enhanced active participation, responsibility, and application of theoretical knowledge to practical challenges. Findings revealed that service-learning significantly contributed to bridging the gap between classroom learning and workplace expectations by developing students’ skills in campaign planning, audience targeting, message development, and client engagement. Participants reported benefits including personal growth, professional competence, academic enrichment, and improved career readiness, despite challenges such as time constraints and uneven group collaboration. The study concludes that service-learning acts as an experiential bridge between theory and professional practice, equipping public relations students with reflective, transformative, and market-relevant skills essential for meeting employer expectations in Ghana’s dynamic communication industry.
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    The Ethical Challenges Of Digital Storytelling Among Young People In Ghana: A Study Of UniMAC Students
    (UniMAC, 2025-12) Nyarko, Linda
    This study examined the ethical challenges of digital storytelling among students of the University of Media, Arts and Communication (UniMAC). A quantitative research design was employed. The data collection instrument used a structured questionnaire to collect primary data from 200 students at UniMAC through a convenience sampling technique. The data were analysed using descriptive statistics, Spearman’s rho correlation and quantile regression. The results indicated that students at UniMAC possessed moderate to high levels of digital literacy. The respondents demonstrated competence in creating multimedia content, evaluating online information, and collaborating digitally. However, the study also revealed gaps in ethical awareness, as some students struggled to apply sound judgement when using or sharing digital content. Furthermore, common issues such as misinformation, and privacy breaches suggested an imbalance between technical skills and ethical understanding. The analysis also showed a strong positive relationship (ρ = 0.601, p < 0.01) between digital literacy competence and ethical sensitivity in digital storytelling. Students with higher levels of digital literacy demonstrated stronger adherence to ethical standards relating to authorship, consent, and cultural representation. These findings indicate that digital competence not only enhances technical skill but also informs ethical judgement. It is recommended that digital literacy curricula in higher education incorporate explicit ethical training to strengthen students’ understanding of digital authorship, privacy, and responsible storytelling. Institutions should also establish ethical guidelines and reflective learning frameworks to ensure that digital storytelling remains both innovative and ethically grounded. Keywords: Digital Storytelling, Ethical Challenges, Digital Literacy, Higher Education, UniMAC, Authorship, Data Privacy, Ethical Sensitivity
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    The Effect Of Social Media Influencers On Gen Z Fashion Consumption In Ghana
    (UniMAC, 2025-12) Asah, Rachel Manubea
    The rapid growth of social media influencer marketing has transformed fashion consumption among young consumers globally. However, limited empirical evidence exists on how this influence operates among Generation Z in Ghana, particularly regarding influencer credibility, authenticity, and relatability. This study examined the influence of social media influencers on fashion consumption among Generation Z consumers in Ghana using a quantitative survey of 200 respondents aged 18–29. The findings show that Ghanaian Gen Z actively engage with influencer content, with the strongest preference for educational formats such as outfit styling tutorials (M=3.61) and practical fashion tips (M=3.58), while overtly sponsored posts and affiliate links recorded the lowest appeal. Influencers were perceived as moderately credible (M=3.56) but only neutral-to-moderately authentic (M=3.41) and relatable (M=3.38), reflecting Gen Z’s demand for transparency and cultural proximity. Multiple regression analysis revealed that credibility, authenticity, and relatability jointly explained 58.4% of the variance in fashion choices and purchase intention and 53.6% of the variance in brand loyalty, with relatability emerging as the strongest predictor of loyalty (β=.398, p<.001). Behavioural outcomes confirmed tangible influence, as 42% of respondents had purchased fashion items based on influencer recommendations and 39% reported changes in their personal style. Extending Source Credibility Theory and Social Identity Theory to the Ghanaian context, the study concludes that cultural relatability often outweighs traditional expertise in driving sustained influencer impact among African Gen Z consumers. Fashion brands targeting this demographic should prioritise long-term partnerships with authentic, culturally resonant micro-influencers and focus on value-driven, educational content that integrates global trends with Ghanaian aesthetics.
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    The Effect Of CSR On Stakeholders' Confidence In Financial Institutions In Ghana
    (UniMAC, 2025-12) Asante, Jennifer Oteng
    This study examined the relationship between Corporate Social Responsibility (CSR) initiatives and stakeholder confidence in Ghana's financial institutions following the 2017-2019 banking crisis. Employing a quantitative cross-sectional survey design, data were collected from 80 respondents comprising customers (87.5%), employees (10%), and community members (2.5%) of financial institutions in Accra and Kumasi. A structured questionnaire measured CSR perceptions across four dimensions, community development, customer focus, employee welfare, and governance, alongside stakeholder confidence encompassing trust, satisfaction, and loyalty intentions. Data analysis using IBM SPSS version 28.0 included descriptive statistics, Pearson correlation, and simple linear regression. Findings revealed a statistically significant positive correlation between CSR initiatives and stakeholder confidence (r = 0.385, p < 0.01), with CSR perceptions explaining 14.8% of variance in confidence levels (β = 0.261, p < 0.001). However, a trust-marketing paradox emerged, whereby stakeholders acknowledged CSR's trust-building potential (M = 3.75) yet questioned institutional genuineness (M = 3.39) and suspected primarily marketing motivations (M = 3.71). Governance and transparency received highest ratings, particularly regulatory compliance (M = 3.86), while community development initiatives scored lowest, with infrastructure support (M = 3.31) and education programs (M = 3.34) falling short of stakeholder expectations. Cultural factors significantly influenced CSR effectiveness, with 71.3% of respondents rating cultural alignment as highly important and 91.2% acknowledging the banking crisis's impact on confidence. The study concludes that while CSR initiatives positively influence stakeholder confidence, authenticity concerns, implementation gaps in community development, and the need for culturally-aligned approaches limit effectiveness. Recommendations include strengthening community engagement through traditional authority partnerships, shifting from promotional communication to transparent impact reporting, developing sector-wide collaborative CSR initiatives, and establishing regulatory frameworks that mandate meaningful CSR expenditure with independent verification mechanisms. The study contributes empirical evidence on CSR-confidence relationships in post-crisis African financial sectors while highlighting the importance of cultural contextualization in CSR implementation.