The telecommunication industry in Ghana forms one of the mainline business industries that play a key role in the country’s economic stability. At the heart of this industry are two giant brands; MTN and Vodafone, who hold sway on the market share. But in recent years, there have been some outbursts on social media about their services and products which slows businesses and communication in general. Central to this online outburst are influencers and followers. And there are some opinions that due to the increased number of influencer marketers among the Ghanaian community online, some of these influencers are the ones shaping the perceptions of active users which directly or indirectly has impacted the telecommunication brands. This study collects and analyzes quantitative data focused on followers of influencer marketers with the aim to explore the impact of influencers and their followers on Ghanaian telecom brands. Surprisingly, the data analyzed in this study contrasts the opinion that influencers are part of the factors that contribute to user’s perception of the brands.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-107023 |
| Date | January 2023 |
| Creators | Botchway, Emmanuel Eddy |
| Publisher | Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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