Using Social Media To Project A Positive Brand Image: A Case Study Of Ghana’s National Commission For Civic Education

Abstract

This study investigated the challenges and opportunities associated with the National Commission for Civic Education’s (NCCE) social media use for brand image projection and its subsequent impact on civic engagement in Ghana. The research established a significant gap between the NCCE's current digital communication strategy and the expectations of a highly social media-engaged public. Utilizing a quantitative survey methodology with a sample of 384 participants (N=384)—a demographic characterized by near-universal daily social media use—the study was guided by three objectives: (1) to analyze the NCCE’s social media strategies, (2) to assess public perception of the NCCE’s organizational salience, and (3) to identify the challenges and opportunities associated with NCCE’s brand projection on social media. The key findings revealed an over-reliance on a one-way public information model (Objective 1), which directly resulted in the NCCE being perceived as a low-salience organization (Objective 2). The study concludes that the NCCE’s challenges are strategic rather than purely resource-based (Objective 3). The organization must execute a strategic digital overhaul, shifting its focus from simple information broadcast to high-quality, two-way engagement designed to build a trusted and positive brand attitude, as this is the most critical and potent driver for fulfilling its civic mandate.