A Theoretical Analysis of Consumer Behaviour for Voters in Ghana

This paper identifies evidence of political marketing and, more specifically, consumer-oriented political marketing to analyse the theories of consumer behaviour and identify evidence of consumer behaviour in marketing in the behaviour of Ghanaian voters. The examination used quantitative research to analyse the relationship between three elements: (1) psychology, (2) personal and (3) social to understand the theory of the relationships between campaign messages and voters’ behaviour. Data were collected through a cross-sectional survey with semi-structured questionnaires administered to 7203 randomly selected respondents from participating political parties and voters in Accra, Ghana. Data received were analysed using descriptive statistics and Structural Equation Modelling (SEM). Findings revealed a statistically significant relationship between the behaviour of voters in Ghana and the campaign messages of political parties. This paper concludes that there are opportunities for political marketing and change in voter behaviour. Still, sufficient attention should be given to the understanding of consumer behaviour theory that recognizes the behavioural dynamic of voters in the design of effective campaign messages that are responsive to voters’ needs

Living with an autonomous spatiotemporal home heating system: exploration of the user experiences (UX) through a longitudinal technology intervention-based mixed-methods approach

Rising energy demands place pressure on domestic energy consumption, but savings can be delivered through home automation and engaging users with their heating and energy behaviours. The aim of this paper is to explore user experiences (UX) of living with an automated heating system regarding experiences of control, understanding of the system, emerging thermal behaviours, and interactions with the system as this area is not sufficiently researched in the existing homes setting through extended deployment. We present a longitudinal deployment of a quasi-autonomous spatiotemporal home heating system in three homes. Users were provided with a smartphone control application linked to a self-learning heating algorithm. Rich qualitative and quantitative data presented here enabled a holistic exploration of UX. The paper's contribution focuses on highlighting key aspects of UX living with an automated heating systems including (i) adoption of the control interface into the social context, (ii) how users' vigilance in maintaining preferred conditions prevailed as a better indicator of system over-ride than gross deviation from thermal comfort, (iii) limited but motivated proactivity in system-initiated communications as best strategy for soliciting user feedback when inference fails, and (iv) two main motivations for interacting with the interface – managing irregularities when absent from the house and maintaining immediate comfort, latter compromising of a checking behaviour that can transit to a system state alteration behaviour depending on mismatches. We conclude by highlighting the complex socio-technical context in which thermal decisions are made in a situated action manner, and by calling for a more holistic, UX-focused approach in the design of automated home systems involving user experiences

Assessing Political Brand Relationship as Leverage for Voter Preference in Ghana

This research is an empirical assessment of political brand relationship as leverage for voter preference and choice of candidates by voters in Ghana. The objective of the study is to ascertain the use of political brand relationships for leveraging the preference of voters. The study used a total sample size of 10 key party and labor union representatives. The research found out that voter identification and differentiation of a political party from one another, as a process, has positive effects on the voting motivations of respondents and their choice of candidates. The research established that the political brand of a party causes voters to accept and identify with a particular party. Finally, the research revealed that the desire to help voters, fulfilment of promises, the creation and sharing of wealth, and safety issues were of paramount concern to voters. The study also found out that, political brand relationship building has a positive impact on voter attraction/preference of the voter. Voters identified themselves with political brands on the basis of brand characteristics such as economic freedom, social status, safety, recognition, and personal achievement. The study further found out that political parties are liable to be neglected by voters when there is a failure to establish a brand relationship. The research recommends that in order to track or monitor changes in aspirations and needs, political parties should undertake regular marketing research with a view to obtaining current information regarding what voters want. The study further recommends that politicians should segment, target, and position their parties or candidates properly in the political market space if they are to be victorious in elections.&#x0D;  &#x0D;  </jats:p

Influence of online searches for campaign messages on voting behaviour in Ghana

This study ascertained the influence of political party campaign message information search on the behaviour of voters in Ghana. The researchers however conducted this study by applying the perspectives of consumer behaviour to voter behavior with an objective to examine how the behaviour of consumers (voters) is influenced by the search for information on election campaign messages in their decision-making process. The examination used quantitative research to determine the relationship between voting behaviour and political campaign with the cross-sectional survey deployed to collect data from 7203 voters in Accra. These voters were selected through random sampling and the data was collected with questionnaires. The study measured voter (consumer) behaviour from three dimensions namely psychological, social and personal behaviour. The Structural Equation Model (SEM) in Amos was used for the analysis to establish the relationship between the variables. The study revealed that significant positive relationship between campaign message information search and voter psychological behaviour. Likewise, information searches on campaign messages significantly influence voters' social and personal behaviour. The study concluded that the behaviour of voters is influenced by their search for content or details of political campaign messages. The study concludes that there are opportunities for political marketing and change in voter behaviour. Still, sufficient attention should be given to developing and deploying a consumer behaviour model that recognises the challenges and changes with political-marketing campaigning for vote in Ghana Political parties/candidates should make available adequate information on their campaign promises and manifestos to voters to influence their behaviour towards winning their votes. This study has contributed significantly to the knowledge of literature in the field of political marketing. Nonetheless, further studies should be conducted in other jurisdictions other than Ghana to validate the model or test the hypotheses

University support and online learning engagement during the Covid-19 period: The role of student vitality

The study investigates the moderating role of students' vitality on the nexus between university support and online learning engagement among tertiary students during the era of Covid-19 pandemic. A sample of 310 business students chosen randomly completed a self-reported questionnaire for the research. Data processing and analysis were done using Statistical Package for the Social Sciences (SPSS) version 24 and SmartPLS 3.3.9, respectively. Results reveal that university support positively and significantly predict students' online learning engagement. Furthermore, students' vitality enhances the positive effect of university support on students’ online learning engagement. This study appears to be one of the first to have investigated a model linking university support, online learning engagement and student vitality from the perspective of higher institutions of learning. The findings suggest higher education managers must build students' states of vitality in order to enhance their online learning engagement during periods of pandemic