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.

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Communities in UniMAC Digital Repository

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Now showing 1 - 4 of 4
  • 1. Theses / Dissertations  693
    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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    Investigating The Effectiveness of Sexual and Reproductive Health Education Programmes Among Adolescents in Apam: A Case Study of Ghana Health Service and Camfed Initiatives
    (UniMAC, 2025-11) Badu, Ankomah Sakina
    Education on sexual and reproductive health (SRH) is one area that is essential for the welfare of teenagers, but there are obvious disparities between the policies and the implementation processes in semi-urban areas in Ghana. Although the initiatives between the data collection organization, the Ghana Health Service (GHS), and the Campaign for Female Education (CAMFED) have been fruitful, the problem arising is the high prevalence of teen pregnancy, STDs, and the unavailability of youth-friendly health care in the town of Apam, where the research was carried out. This study explores the efficiency of the SRH education programs implemented in the town. The study, based on Social Cognitive Theory, the Health Belief Model, the Theory of Planned Behaviour, and Ecological Systems Theory, adopted a mixedmethods case study design. In this study, quantitative data was gathered with the aid of a structured questionnaire comprising questions for 196 participants, while qualitative information was gathered through in-depth interviews with participants, parents, health professionals, teachers, and programme administrators of the Ghana Health Service and CAMFED. The Data was analyzed through descriptive statistics and qualitative interpretation. It was found that SRH interventions in Apam are pedagogically solid, participatory, and well received among all stakeholders. Adolescents showed marked improvement in knowledge, self-efficacy, communication, and awareness about health services. [However, incomplete follow-through, academic pressures, and resource limitations impeded effectiveness, lack of coordination among agencies, and existing sociocultural issues such as disapproval of parents and stigma associated with the community in Apam. Despite the fact that schools remained the primary setting, the majority of out-of-school youth remained neglected. The study concludes that although the outcomes of the GHS and CAMFED programs have been positive in improving the knowledge and attitudes among the group members, efforts must be made aimed at overcoming certain challenges in the implementation process. These recommendations include incorporating SRH education in school curricula, improving coordination, scaling up community-based programs, improving facilitator performance, and scaling up community sensitization. This research piece provides significant insights into the planningimplementation gap regarding adolescent SRH interventions in Ghana, as well as in other regions with similar settings.
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    Investigating The Barriers to Women Farmers’ Access to Agricultural Extension Services in Ghana: A Case of Gomoa Duodukwa in The Gomoa East District
    (UniMAC, 2025-11) Osei, Samuel Amoh
    This study investigates the barriers affecting women farmers’ access to agricultural extension services in Gomoa Duodukwa, located in Ghana’s Gomoa East District. Despite women’s crucial role in agricultural production and rural livelihoods, their participation in extension programmes remains limited due to structural, institutional, and socio-cultural constraints. Guided by the Gender and Development (GAD) Theory and the Diffusion of Innovation (DOI) Theory, the study adopted a qualitative research design to explore the lived experiences of women farmers and extension officers. Data were gathered through semi-structured interviews and analysed thematically. Findings revealed that institutional weaknesses such as inadequate staffing, limited funding, and poor communication infrastructure significantly hinder women’s engagement with extension services. Socio-cultural norms, including patriarchal decision-making structures, time poverty, and gendered household roles, further restrict women’s participation and access to agricultural information. Additionally, women’s lack of land ownership and limited access to credit constrain their eligibility for extension support and training. However, the study also identified locally driven strategies for improvement, including the recruitment of more female extension officers, gender-sensitive training schedules, and the use of local languages in communication. The study concludes that equitable and gender-responsive extension delivery requires both structural reform and community-level behavioural change. It recommends increased institutional support, enhanced gender training for officers, and stronger collaboration with women’s groups and NGOs to ensure inclusive agricultural development.
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    Internal Corporate Social Responsibility Practices of Some Public Institutions: The Case Study of Some Selected Public Universities in Ghana.
    (UniMAC, 2025-11) Akpai, Anthony Derrick
    This research explores how internal corporate social responsibility (ICSR) practices are incorporated within select public universities in Ghana, using stakeholder theory as its foundation. Conducted through a qualitative, exploratory design, the study engaged eight staff members from two public universities, selected via convenience sampling. The findings provide a detailed understanding of how ICSR is embedded into university operations, revealing key strategies, challenges, and results. The study emphasises the transformative potential of ICSR in aligning public institutional responsibilities with broader social welfare goals. It moves beyond traditional motivational tools, highlighting the significance of employee training, improved working environments, and a supportive organisational culture. These aspects reinforce stakeholder theory’s focus on inclusive decision-making and addressing varied employee interests. However, the research also identified barriers to effective ICSR implementation, such as limited financial resources, vague strategies for integration, and difficulties in defining ICSR-related activities. In response, the study recommends clearer implementation frameworks, better funding, and a shift toward initiatives centred on employee well-being. These measures aim to create a supportive work culture while enhancing the societal impact of ICSR in public institutions.
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    Internal Communication and Staff Alignment: A Case Study of The National Lottery Authority (NLA)
    (UniMAC, 2025-12) Tetteh, Janette Renee Ankpa Dzagble Tsui Shitoo
    This study examined the influence of internal communication on staff alignment within the National Lottery Authority (NLA) of Ghana. Recognizing that effective communication is central to organizational cohesion, the research assessed how communication consistency, leadership communication, and two-way interaction contribute to employees’ understanding of strategic objectives, goal clarity, and behavioral alignment. Anchored on the Organizational Alignment Model, the Communicative Constitution of Organization (CCO) perspective, and Sense-Making Theory, the study adopted a quantitative case study design. Data were collected through a structured questionnaire administered to 240 employees across various departments and regions, out of which 210 valid responses (87.5%) were analyzed using descriptive and inferential statistics. Findings revealed that internal communication within the NLA is largely effective, characterised by clear and timely information flow, efficient staff meetings, and improved digital communication platforms. However, moderate scores for interdepartmental communication and management feedback indicated the need for stronger two-way engagement. The results further showed a high level of staff alignment, with employees demonstrating strategic understanding, value-driven behaviour, and clarity of roles. Correlation analysis indicated strong, positive, and statistically significant relationships between all dimensions of internal communication and staff alignment, with leadership communication emerging as the strongest predictor. The study concludes that internal communication is not merely an operational process but a strategic asset essential for unifying the workforce, enhancing performance, and achieving organizational objectives. It recommends strengthening feedback mechanisms, enhancing cross-departmental communication, and investing in leadership communication training to sustain alignment and performance within the NLA.
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    Influence Of Social Media Influencers on Consumer Purchasing Decisions: Validity Claim
    (UniMAC, 2025-12) Kumah, Joyce
    This study examines the influence of social media influencers on consumer purchasing decisions among young adults in Ghana. Anchored on the Source Credibility Theory and the Theory of Reasoned Action, the research explores how influencer attributes credibility, authenticity, and expertise shape consumer trust, engagement, and purchase behaviour across major social media platforms. Using a quantitative design, data were collected from 400 active social media users aged 18–35 through structured questionnaires. Analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both measurement and structural relationships. Results reveal that influencer attributes have a significant positive impact on consumer purchase decisions (β = 0.47, p < 0.001). Credibility emerged as the strongest predictor of trust (β = 0.52), while authenticity most strongly influenced engagement (β = 0.41). Expertise also enhanced consumer confidence in influencers’ product recommendations. Moreover, moderation analysis showed that platform type and content format significantly strengthen the influencer–purchase link, particularly on visual and interactive platforms such as TikTok and Instagram, while gender exhibited a modest effect. The model explained 64% of the variance in consumer purchasing behaviour, indicating strong predictive power. The study concludes that social media influencers play a decisive role in shaping young consumers’ purchasing intentions through credibility-driven trust and authentic engagement. It recommends that marketers prioritize influencer authenticity and platform alignment, while policymakers establish transparent advertising standards. The findings enrich academic discourse on digital consumer behaviour and offer actionable insights for ethical and effective influencer marketing strategies in emerging economies.