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  625
    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 Effect Of Corporate Social Responsibility On Brand Image: A Study Of KNUST
    (UniMAC, 2025-12) Sakyiwaa-Siaw, Irene
    Corporate Social Responsibility (CSR) has become an increasingly strategic component of higher education management, influencing how institutions engage stakeholders and build competitive reputations. This study examined the effect of CSR initiatives on the brand image of the Kwame Nkrumah University of Science and Technology (KNUST). Guided by Carroll’s CSR Pyramid and Stakeholder Theory, the study assessed students’ awareness and perceptions of CSR activities, the relationship between CSR and brand image, and the influence of specific CSR dimensions economic, legal, ethical, and philanthropic on students’ evaluations of the university. A quantitative cross-sectional survey design was employed, involving a sample of 417 students selected proportionately across all colleges. Data were collected using a structured questionnaire and analyzed using descriptive statistics, Pearson correlation, and logistic regression. Findings indicated high levels of awareness (67.1%) and positive perceptions (72.2%) of KNUST’s CSR initiatives. CSR awareness and perception showed strong positive correlations with brand image (r = 0.687 and r = 0.701, respectively; p < 0.001). Logistic regression revealed that ethical, economic, and philanthropic responsibilities significantly predicted students’ evaluation of brand image, with ethical responsibility emerging as the strongest predictor (AOR = 1.49, p < 0.001). Legal responsibility, while positive, was not statistically significant. The study concludes that CSR serves as a strategic driver of institutional reputation and student loyalty at KNUST. Strengthening CSR communication, expanding student involvement, and aligning initiatives with national development goals can further enhance brand image. Recommendations for future research include exploring external stakeholder perspectives and conducting comparative studies across multiple universities.
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    The Effect Of Corporate Social Responsibility In The Hospitality Industry: A Case Study Of AH Hotel And Conference
    (UniMAC, 2025-12) Adeklo, Eunice Dotse
    This research examines the diverse impacts of Corporate Social Responsibility (CSR) in the hospitality sector, focusing on AH Hotel & Conference in Ghana as a detailed case. As ethical business practices become vital for a competitive edge, the study fills a gap by linking CSR initiatives with their effects on key performance metrics. Based on Stakeholder Theory and the Triple Bottom Line, the methodology combined quantitative surveys of guests and staff, qualitative interviews with management, and a review of internal documents. Results show CSR adds meaningful value socially, environmentally, and economically. Environmental efforts, such as energy-efficient upgrades, led to lower operational costs, supporting eco-friendly investments. Socially, CSR boosted employee pride and engagement, reducing staff turnover by 15% in highly involved departments. For external groups, CSR increased guest loyalty through stronger brand trust and elevated the hotel's reputation as a community partner, building social capital. The findings emphasise that CSR's effectiveness depends on stakeholder perceptions. The study recommends AH Hotel & Conference shift from sporadic efforts to a strategic CSR approach, backed by a system to evaluate perceptions and outcomes. Overall, this research provides empirical evidence from an emerging economy, highlighting that well-aligned CSR is essential for sustainable competitive advantage, resilience, and stakeholder reputation in the hospitality sector.
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    The Effect Of Corporate Social Responsibility (CSR) Initiatives On Employee Well-Being At The Volta River Authority's Kpone Thermal Power Station
    (UniMAC, 2025-12) Yevoo, Pope Yao
    The study explored CSR initiatives effect of on employee well-being at the Volta River Authority's Kpone Thermal Power Station. And using a quantitative analysis of responses from one hundred (100) staff members at the station, the study demonstrated a reliable and good link between CSR and staff well-being, indicating that this link is statistically reliable and unlikely due to chance. Furthermore, the study emphasised that CSR influences employee well-being at the station by fostering a better workplace environment, providing opportunities for engagement, enhancing purpose, and delivering community benefits. It highlighted that a better workplace environment and engagement opportunities are the CSR initiatives with the most significant impact on employee well-being. Lastly, the study identified challenges faced by VRA at Kpone Thermal Power Station in implementing CSR initiatives aimed at promoting employee well-being, including employee scepticism towards superficial efforts, a lack of clear metrics to measure CSR impact, time constraints limiting employee participation, and a limited budget that prioritises external over internal needs. The study recommends that VRA establish clear metrics to evaluate CSR’s impact on employee well-being at Kpone Thermal Power Station. Additionally, VRA should ensure that genuine and sustainable CSR efforts strengthen employees’ confidence in the process, leaving no room for doubt at Kpone Thermal Power Station. Finally, it advises that VRA should balance community benefits with worker welfare to prevent overemphasising one at the expense of the other.
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    The Effect Of Circular Economy In The Lives Of The Ghanaian Youth; A Case Of Invest For Jobs Programme Of GIZ, Ghana
    (UniMAC, 2025-12) Klu, Franklina Langford
    The transition towards a circular economy (CE) has become an important strategy for addressing unemployment, environmental degradation, and resource inefficiency in developing economies. This study examines the effects of CE interventions on the livelihoods of Ghanaian youth, focusing on the Invest for Jobs programme implemented by GIZ. Guided by a qualitative research design, the study explores how skill development, knowledge transfer, environmental behaviour change, and institutional support influence youth participation and socio-economic outcomes within Accra’s emerging CE landscape. Data were collected through semi-structured interviews with youth beneficiaries, programme officers, and community stakeholders, and analysed thematically.The findings reveal that CE initiatives provide substantial opportunities for youth empowerment by enhancing technical competencies in recycling, composting, and sustainable product design, while fostering soft skills such as innovation, problem-solving, and eco-literacy. Participants reported improvements in income stability, employment prospects, and entrepreneurial readiness, demonstrating the potential of CE programmes to contribute to long-term livelihood enhancement. The study also identifies significant environmental behaviour change among youth, including increased waste segregation, adoption of eco-friendly practices, and active participation in community sensitisation. However, systemic barriers such as limited access to finance, fragmented policy frameworks, infrastructural constraints, and weak post-training support were found to impede the full realisation of CE-related opportunities. The study concludes that while CE interventions hold strong promise for youth development and green job creation, their impact depends heavily on coherent policy implementation, sustained mentorship, and multi-stakeholder collaboration. Recommendations are offered to strengthen programme delivery, improve institutional support, and scale successful CE models to benefit a wider youth population. The research contributes to policy debates on sustainable development and provides practical insights for enhancing CE-based youth empowerment initiatives in Ghana.
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    The Dynamics Of Unethical Political Communication And Its Implications For Voter Trust: An Analysis Of Voter Perceptions And Democratic Engagement
    (UniMAC, 2025-12) Amoafo, Emmanuel Amoh
    This study explores the dynamics of unethical political communication and its effects on voter trust and democratic participation in Ghana. Based on the Agenda-Setting, Framing, and Spiral of Cynicism theories, the research used a qualitative approach involving focus group discussions with 60 participants from various demographic backgrounds. The study identified insults, defamation, misinformation, manipulative framing, and fear-mongering as the most common forms of unethical political communication. These tactics were systematically spread through partisan media outlets and amplified on social media platforms like WhatsApp, Facebook, TikTok, and X, creating a saturated and polarized information environment. The findings show that such communication damages trust in political parties, candidates, and media institutions, and also increases distrust toward electoral authorities. In line with the Spiral of Cynicism theory, continuous exposure to negative and manipulative messages fosters public cynicism and disengagement. However, a small number of voters responded by mobilizing through fact-checking and protest voting to oppose dishonest practices. Participants stressed the importance of ethical, issue-focused campaigns and suggested reforms such as stricter enforcement of communication codes, sanctions for misinformation, media independence, and nationwide voter education and digital literacy initiatives. The study concludes that unethical political communication is a prominent feature of Ghana’s electoral landscape, acting both as a destructive and mobilizing force. Tackling this dual challenge requires coordinated efforts from political leaders, regulators, media outlets, and civil society to elevate ethical standards, enhance digital literacy, and rebuild voter trust—essential elements for a resilient and participatory democracy in Ghana.