The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana’s fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 fashion customers. Statistical Package for Social Sciences (SPSS) and the structural equation modelling (SEM) technique were used using AMOS software version 22.0 to determine the hypothesized relationships of the study. The study findings revealed that surveillance, Information sharing and remuneration have significant and positive effects on brand equity. However, the relationship between social interaction and entertainment have negative and insignificant on brand equity. The positive significant relationships proposed to exist between brand equity and consumer purchase intention were all accepted. The findings can contribute to the scant empirical works that social media on brand equity and purchase intention in a single study. Recommendations were further made for management in the clothing industry, policy makers, and future researchers.

The study investigated the influence of national culture on organizational culture of multinational companies in Ghana. A survey of 269 managers was sampled from Accra, Tema, Takoradi and Kumasi. Structural Equation Modelling statistical (SEM) technique with AMOS 24.0 was employed for the study’s analysis. It was observed that, high uncertainty avoidance and high power distance cultures of Ghana had significant positive consequence on companies’ organizational culture while collective and masculine cultures had positive effect on the companies’ culture but were insignificant in their influence—rejecting the stated hypotheses. The findings contribute significantly to the debate on the influence of national culture on organizational culture—especially on multinational research activities. It also suggests for further research to examine the relationship using different measurement scales in capturing the diverse ethnic groups and their respective effects on corporate culture of companies.

Business Ethics and Leadership - BEL - issued by SumDU

Background: The proliferation of information through social media and on other communication networks during the corona virus disease 2019 (COVID-19) era altered information transfer in many countries. The content of the messages from government officials, media coverage and alternative narratives, affected the level of compliance in adhering to the various health protocols amongst the public.Aim: This article aimed to determine the relationship between the message used, media coverage, alternative narratives, the public’s attitude towards staying at home and their commitment to stay at home during the COVID-19 pandemic campaign period in Ghana.Setting: A total of 352 respondents was sampled from the Kumasi metropolis.Methods: A survey sample strategy and a convenience sampling technique were used while structural equation modelling with Partial least square (PLS) version 3.0 was used for the analysis.Results: The study revealed that the nature of media coverage employed and the alternative narratives had a significant positive effect on the attitude of the respondents, whilst the content of the message had insignificant effects on the attitude of the public. Finally, the attitude of the people had a significant positive influence on their respective commitment to stay home.Conclusion: Developing countries in Africa need to fight pandemics using purely subsidised health officials or directorates rather than have government-appointed health experts and officials spearheading activities during a pandemic.Contribution: This study contributes to the clear understanding on some COVID-19 misinformation, the distinctive cost it poses to public health delivery in developing economies and the potential strategy of using neutral public health persons to curb the spread of the virus.