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  637
    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 Social Media On Crisis Communication Strategies: A Study Of Corporate Responses To Public Backlash In Ghana
    (UniMAC, 2025-12) Andoh, Olivia Pokuaa
    This study examines how social media platforms have changed business crisis communication methods in Ghana in reaction to public backlash, focusing on cultural issues. Ghana's rapid social media adoption reached 7.40 million active users (21.5%) by January 2024, yet little is known about how organisations handle crisis communication in this unique digital-cultural milieu. The research analyses the evolution of crisis communication strategies after social media adoption, identifies effective communication methods for managing social media-originated crises, and examines how Ghanaian cultural factors affect crisis response strategy development and implementation. The study used a post-positivist quantitative research design to analyse 100 business crises from Ghana's major cities from 2020 to 2025. Maximum variation sampling was used to sample cases from banking/financial services (72%), telecommunications (12%), and consumer goods sectors. Situational Crisis Communication Theory (SCCT) and Image Repair Theory (IRT) were combined with Ghana's custom measurement indicators. WhatsApp's dominance (81% crisis genesis and major response platform) provides fundamentally different crisis dynamics than Western theories' public platform contexts. Despite accidental crises (82%) that SCCT suggests handling with less severe techniques, organisations consistently used rebuild strategies (83%) with outstanding success (85% satisfactory resolution, 43% enhanced reputation post-crisis). Cultural adaptation was the main efficacy factor, with 96% of organisations achieving moderate-to-good cultural-platform alignment through methodical integration of conventional authority structures, balanced language usage, and face-saving techniques. The study found that crisis communication effectiveness in Ghana depends on cultural-platform alignment rather than responsibility-strategy matching logic, contributing to theoretical decolonisation by showing how Western frameworks must be modified for diverse cultural contexts.
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    The Impact Of Packaging On Consumer Buying Behavior: A Case Study Of Unilever Ghana Limited - Accra.
    (UniMAC, 2025-12) Brago Korang, Nana Akua Serwaa
    Packaging plays a critical role in the distribution, promotion, and consumption of products and services. In recent years, manufacturing firms have increasingly recognized packaging as a strategic asset that enhances product value and market competitiveness. This study examined the impact of packaging as an effective marketing tool within Unilever Ghana Limited. The research focused on the company’s packaging practices and their influence on consumer purchasing behavior and product differentiation. A structured questionnaire was used to collect primary data from customers, distributors, and management of Unilever Ghana Limited. Secondary data sources were also reviewed to support the analysis. The findings indicated that consumers are highly aware of the role of packaging, and both customers and distributors consider packaging a key factor at the point of purchase. Attractive and high-quality packaging—particularly in terms of color, labeling, and design—was found to motivate increased patronage. The study further revealed that effective packaging strategies enhance a product’s image, increase its appeal, and facilitate differentiation from competing brands. It is recommended that firms within the soap and detergent industry prioritize packaging as an integral marketing tool. Packaging elements such as brand name, color, and graphics should be deliberately designed to communicate the product’s attributes and benefits to consumers.
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    The Impact Of Internal And External Communication Strategies On Corporate Rebranding Efforts: A Study Of Republic Bank Ghana Limited
    (UniMAC, 2025-12) Asare-Bediako, Comfort
    This study examined the impact of internal and external communication strategies on the corporate rebranding efforts of Republic Bank Ghana Limited. Adopting a qualitative research approach grounded in the interpretivist philosophy, the study employed a case study design to explore communication dynamics during the bank's transformation from HFC Bank. Through purposive sampling, 10 participants from the bank's Accra Head Office were selected based on their direct involvement in the rebranding process. Data was collected using semi-structured interviews and analysed through thematic analysis following Braun and Clarke's six-phase framework. The findings revealed that Republic Bank Ghana implemented sophisticated multi-channel communication systems combining traditional and digital platforms, integrated external campaigns across diverse media and leadership-driven initiatives featuring visible executive involvement. These communication efforts successfully enhanced employee comprehension of rebranding objectives, transformed staff into authentic brand ambassadors, and facilitated cultural integration around the new brand identity. However, the study also identified significant challenges including information overload and message saturation, resistance and skepticism from both internal and external stakeholders, and resource constraints that strained organizational capacity and coordination mechanisms. Based on these findings, the study recommended that financial institutions develop comprehensive communication frameworks integrating multiple channels as foundational rebranding elements, conduct thorough resource assessments with sophisticated coordination systems, and implement tailored communication approaches for diverse stakeholder groups.
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    The Impact Of Communication And Stakeholder Engagement In Tertiary Institutions: A Study Of School Of Graduate Studies And Research, University Of Media, Arts And Communication – Institute Of Journalism (UniMAC-IJ)
    (UniMAC, 2025-12) Boateng, Elizabeth S.A
    This study examines how communication practices influence stakeholder engagement at the School of Graduate Studies and Research (SoGSaR) of UniMAC-IJ, analysing communicative satisfaction as a mediating mechanism. A cross-sectional quantitative study collected data from graduate students, faculty, and administrative staff to assess their perceptions of communication clarity, feedback, digital tools, satisfaction, and engagement. The findings reveal that communication practices at SoGSaR are perceived as neutral, with significant shortcomings in feedback and responsiveness. Communicative satisfaction emerges as a key mediator, demonstrating that the impact of communication practices on engagement is mediated entirely by stakeholder satisfaction. Engagement levels were generally low, particularly regarding decision-making and the perceived value of contributions, highlighting a participation deficit consistent with broader critiques of hierarchical communication in West African higher education. Digital tools, although commonly used, have not been perceived as strategically integrated or effective. This study makes an empirical contribution to organisational and stakeholder communication theory by clarifying the causal link between communication and engagement and by providing contextualised data from a Ghanaian higher education setting. It offers a diagnostic basis for institutional improvement and underscores the need for dialogue-driven communication, strengthened feedback systems, and relational communication strategies to enhance stakeholder engagement.
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    The Impact Of Brand Ambassador Scandals On Consumer Purchasing Decisions In Ghana. A Study Of Students Of UniMAC-IJ
    (UniMAC, 2025-12) Shaibu, Mariam Laruba
    The study explored the impact of brand ambassador scandals on consumer purchasing decisions in Ghana’. The study is premised on ascertaining the impact of brand ambassador scandals on consumer purchasing decisions. As part of the theoretical underpinnings of the study, both the Social Identity and Brand Attachment theories were used. The primary data collection method was used with questionnaires distributed by the researcher to respondents. And upon analysis of the responses of the two hundred (200) students of UniMAC-IJ using the multiple regression and correlation analysis, the findings proved that, there is a significant and positive relationship between corporate social responsibility and employee well-being, which is to mean that, their relationship is statistically reliable and unlikely due to chance. The study underscored that, brand ambassador scandals impact consumer purchasing decision by deterring repurchase behaviour, reduced brand loyalty, undermines consumer trust and erodes brand credibility and authenticity. Again, the study highlighted deterring repurchase behavior and reduced brand loyalty as the most significant impact of brand ambassador scandals on consumer purchasing decision. And finally, the study added that, cultural/communal values, religious beliefs, brand attachment and social media influence, greatly constitute the factors that influence Ghanaian consumers' responses to brand ambassador scandals. The study suggested that organisations should select celebrities with proven track record of high moral conduct and behaviour to be their ambassadors. And finally, the study recommended, further studies into the potential risks associated with brand ambassador scandals and the strategies that can be used to mitigate these risks.