Social Media in Shaping Brand Image: A Study of the Ghana Police Service in Accra

Abstract

The topic of the research is the impact of social media on brand image. In the context of this thesis, branding is defined as the activities that aim to enhance brand equity. Brand image refers to consumers‟ perceptions of a brand (Keller, 2009). The purpose of the thesis is to examine how social media can be used for branding purposes and to research the advancement social media is making in shaping the brand image of the Ghana Police service. It is well recognized all over the world that peace and security of life and property are the primary conditions for progress and development of any society. Ghana is seen as an oasis of peace as compared to many African states (Addae et al, 2020). According to the Ghana Ministry of Interior‟s website, The Ghana Police service is one of the Public Sector Organisations (PSOs) under its jurisdiction. The police service is backed by the Police Service Act, 1970(Act 350), chapter seven of the 1992 constitution which firms up its existence. Key functions of the Ghana Police service include prevention and detection of crime, apprehension and prosecution of offenders, maintenance of law and order and protection of life and property.