Type of Resource:
Thesis

Year of Publication:
2017

Indicators:
- Enablers
- Trends


Themes:
- Internet Access, Affordability And Use

Author(s): Fredrick Okyere Asiedu

The study sought to explore the effectiveness of firms’ social media advertising of fashion brands on consumer decisionmaking with the mediating effect of consumer engagement in Ghana. The findings indicated that apart from emotional appeal, informativeness and advertising creativity in social media advertising affected the decisions that consumers make. Furthermore, consumer engagement influenced the relationship between informativeness and advertising creativity in social media advertising and consumer decisionmaking.

URL
http://ugspace.ug.edu.gh/handle/123456789/23559

Region of Study:
West Africa,

Country of Study:
Ghana,

Study Quality
Medium