Influencer Marketing Adoption among PR, Marketing, and Advertising Professionals in Ghana: An Exploratory Study.
This report provides comprehensive insights and recommendations from an empirical standpoint, to enhance the effective utilisation of influencer marketing within the Ghanaian business landscape.
For this analysis, a semi-structured survey, administered to 7O participants working within the Ghanaian creative agency space, was undertaken.
In the survey a section on the use of influencer marketing was explored, to assess if the issues remained the same for both in-house and agency professionals within the creative industry.
The findings showed that, efficacy of influencer marketing remained debatable and challenges such as identifying suitable influencers and high expenses hinder the adoption of the channel.
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About Authors & Co-Author
The research was authored by:
Priscilla Aseye Nanam Febiri
Emmanuel Mireku